Soon-Hwa Wong

PATA Ambassador for Greater China; CEO, Asia Tourism Pte Ltd

Soon-Hwa Wong is PATA Ambassador for Greater China and Former Chair of the Pacific Asia Travel Association (PATA), with over 40 years of experience in Asia Pacific travel and tourism.

He has been actively engaged with China’s tourism industry since 1985 and lived in Shanghai from 2007 to 2010 while leading Hertz’s Asia Pacific operations, where he pioneered market entry into China by establishing the first fully foreign-owned car rental company.

With a deep understanding of China’s travel market and strong relationships across government and industry stakeholders, Soon-Hwa works with tourism boards, travel brands, and partners to unlock growth opportunities, build cross-border collaborations, and navigate evolving market dynamics.

He is widely respected for his long-standing commitment to the China market and his ability to bridge international and Chinese tourism ecosystems.