Executive Team

“… the true test of a director, and indeed an Army General, is not that he must assume the risks and walk and lead from the front but that he always remembers to take care of the subordinates on his team following behind…”
James Reed

James Reed, co-founder and CEO of Destination Asia is responsible for the overall management of the Destination Asia Group, alongside its vision and strategic planning. Jim works closely with management in each of the 11 destinations to ensure the group is delivering the absolute pinnacle of service to our international clientele. He also regularly consults with Destination Asia’s key customers to ascertain new trends in our varied source markets.

The expansion of the Group from two countries to the now 11 is representative of Jim’s insight into the demand for a truly pan-Asia DMC and a future that includes a broad range of inter-disciplinary market segments, matched with unique products and pioneering online technology.

Pornthip ‘Addie’ Hirunkate

Pornthip Hirunkate (Addie) is a co-founder, Deputy CEO of the Destination Asia Group and Managing Director of Destination Asia Thailand. Addie co-ordinates and manages the HR functions of the Group which involves training, senior executive recruitment and ongoing professional development.

Addie’s broad experience in the Asia travel industry is widely recognised and she therefore also acts on the CEO’s behalf when Jim is occupied with multiple corporate management issues.

Addie’s work is not only acknowledged throughout the industry with her philanthropic commitments, but her long term association with the Tourism Authority of Thailand (TAT) and the Thailand Incentive Convention Association (TICA) has seen Addie hold the position of Secretary General at TICA, as well as a seat on the board.

Paul Levrier

Paul Levrier has been with Destination Asia Vietnam since its inception in late 1996 and assumed the position of Managing Director in early 2001.

Paul is the ‘creative heart’ of the company and has been largely responsible for the wide range of our unique and touching and ‘feel like I’m there’ images that support much of our online and print marketing material.

Paul is an active member of the Destination Asia Group and has been integral in exploring other avenues for the company – being the driving force behind the formation of Destination Asia Cambodia in 1999. His enthusiasm for the future of the region is as strong as ever and he looks forward to the challenges that lay ahead.

Nicholas Mulley

Nicholas Mulley is the Chief Operating Officer of the Destination Asia Group and was promoted to his current position after serving as the Managing Director of our Greater China operations.

An Australian national, Nicholas graduated from UNSW as a qualified commercial pilot with a Bachelor’s Degree in Aviation. Nicholas became the GM of our Burma company in Rangoon in 2002 and then moved to Vietnam where he was Business Development and Operations Manager until his transfer to Beijing.

Nicholas said: “I have always believed that if you love what you do, you will never work a day in your life. I have been so fortunate to experience living and working in three very different Asian countries and cultures. In Asia, I have an opportunity to do something I love, every day of the week.”

Robert Guy

Bob Guy is a highly respected 40 year veteran in the Asia inbound travel business and is a senior executive on the management committee of the Destination Asia Group.

Although a competitor – but also a behind the scenes friend – up to 2010, Bob has been a pioneer in many facets of the travel industry in the Far East, most importantly in introducing the American MICE market to the wonders of Asia.

Bob has been on many Boards of Asia travel associations and has been a proponent of “international quality legal, operational and compliance standards” in the Far East… and now Bob provides the same wisdom and counsel to the Destination Asia Group [in addition to being the MD of our Singapore and Malaysia companies].