Tourism Cares Celebrates Greg Takehara’s Leadership; Welcomes Malia Asfour

September 8, 2026

After more than two decades of involvement with Tourism Cares, including seven years as CEO, Greg Takehara is concluding his tenure with NTA’s official nonprofit. Longtime board member Malia Asfour has been appointed interim CEO.

“NTA is grateful for Greg’s decades of dedication to Tourism Cares, his leadership, and his commitment to strengthening the travel industry and the communities it serves,” said Catherine Prather, NTA president. “We celebrate all that Tourism Cares has accomplished during his tenure and wish him the very best in his next chapter.”

Takehara’s history with Tourism Cares began as a volunteer and member of its board of directors. He later served as board chair before becoming CEO in 2019. During his tenure, he helped advance Tourism Cares’ mission of bringing the travel industry together to create positive change for the people and places of travel, while building a community committed to making tourism a force for good. 

“What I am most proud of is not any one program, partnership, or accomplishment, but the community we have built around that belief,” Takehara said. “I have had the privilege of working alongside an extraordinary team, members, partners, and communities around the world who have challenged us, trusted us, and pushed us to think bigger about what our industry can and should be.” 

As Tourism Cares looks ahead, Asfour has been connected to the organization’s work for more than a decade and helped launch the first Meaningful Travel Map in Jordan in 2018. The Tourism Cares Board of Directors will begin its search for a permanent CEO in the coming months. NTA looks forward to supporting Malia and the entire Tourism Cares team as they continue the important work of elevating local voices, strengthening connections between tourism and communities, and creating meaningful impact through travel.