Shayna Zand, director of partnerships and enterprise sales for WeTravel, a travel booking and payment solutions technology company, has been appointed as the new chair of the board of directors for Tourism Cares, a travel industry nonprofit that’s devoted to the promotion of responsible and sustainable travel. She succeeds Malia Asfour, managing director of the Jordan Tourism Board.
A seasoned veteran of the travel industry with more than 10 years of experience in tourism, Zand is excited to move into her new role as chair of the board, and hopes to push forward several key priorities in 2025 — expanding Tourism Cares’ Meaningful Travel Map, helping to educate destination management organizations (DMOs) on sustainable tourism practices and forming new relationships with key tourism stakeholders, to name a few.
Here, she shares more about her goals for the coming year.
Tell us about your own personal history with Tourism Cares. How did you first become involved with the organization?
I’ve been a proud board member of Tourism Cares for four years, and I’m now stepping into my fifth year. My commitment to responsible tourism began during my time at [adventure tour operator] Intrepid Travel, where I focused on supporting local communities and promoting sustainable travel practices. Malia Asfour, who was on the [Tourism Cares] board at the time and is now our past chair, encouraged me to apply, and I’m so glad I did. It’s been an incredible journey to be part of an organization that aligns so closely with my values and passion for meaningful travel.
Looking back on your time as vice chair, what are some of the key initiatives or accomplishments you’re most proud of?
One of my proudest moments has been witnessing the growth of the Tourism Cares team, including the addition of two directors who have brought fresh energy and ideas. I’m also incredibly proud of the ongoing success and participation in the Meaningful Travel Map, which continues to inspire the industry. Lastly, our Meaningful Travel Summits in Panama and Norway have been transformational, showcasing the power of tourism to connect travelers with local communities in a responsible and impactful way.
How did your previous role prepare you to step into your new position as chair of the board of directors?
I was fortunate to serve on the executive committee for three years, learning from past chairs Robin Tauck and Malia Asfour, whose leadership has been both inspiring and educational. Being mentored by Zane Kerby, [president and CEO of the American Society of Travel Advisors] when I first joined the board also helped me grow in this role. I’ve been surrounded by brilliant, generous board members, and their collective wisdom has prepared me to take on this responsibility
I’ve been surrounded by brilliant, generous board members, and their collective wisdom has prepared me to take on this responsibility.
What lessons or inspiration do you take from Asfour’s leadership, and how do you plan to build on her progress?
Malia’s thoughtful and compassionate approach to leadership is something I deeply admire. She has a remarkable ability to share the stories of the places we visit and the communities we support, using those narratives to educate and inspire the industry. I hope to continue amplifying these stories while fostering a strong sense of teamwork within the organization.
Shayna Zand is the new chair of the board of directors for Tourism Cares.
Credit: 2025 Shayna ZandWhat are your top priorities and goals for Tourism Cares, both in the long term and in the short term?
In the short term, I aim to help support the expansion of the Meaningful Travel Map, collaborating with tourism boards to educate the industry on offering more responsible travel options. Long term, I want to introduce Tourism Cares to new segments of the travel industry, ensuring that knowledge of meaningful travel practices reaches as many businesses as possible.
Are there any upcoming initiatives that you’re especially excited about?
We’re excited about several new initiatives and partnerships on the horizon. This September, the 2025 Global Summit will take place in Thailand, bringing together leaders from across the industry.
In addition, the North American Meaningful Travel Roadshow in 2025 will expand our reach and impact, with dates and locations to be announced soon. Our network continues to grow, with nearly 40 DMO members and over 400 Impact Partners now featured on our map, spanning six continents. Finally, Paula Vlamings, chief impact officer, and CEO Greg Takehara are stepping into the role of co-chairs for the Future of Tourism Coalition, where they’ll focus on uniting the industry and driving meaningful collaboration. To stay up to date, you can find all the information on our website or sign up for our newsletter.
Are there any challenges you foresee as we head into 2025?
One challenge in the responsible travel space is balancing the demand for sustainable practices with the costs and operational adjustments required to implement them. Educating travelers and businesses about the importance of these practices and ensuring accountability across the industry will also remain a priority and a challenge.
Educating travelers and businesses about the importance of these practices and ensuring accountability across the industry will also remain a priority and a challenge.
Your role at WeTravel likely gives you unique insights into travel business operations. How do you plan to leverage these skills and experiences in your work with Tourism Cares?
My experience in travel has given me a strong understanding of both the challenges and opportunities within the industry, especially when it comes to building partnerships. I plan to leverage this knowledge by exploring ways to align sustainability goals with business objectives and sharing innovative strategies to support local communities through tourism.
Tourism has the power to transform lives, not just for travelers but for the communities they visit. I’m honored to continue working with Tourism Cares to create a more responsible, sustainable and meaningful travel industry for the future.
