Prince Harry welcomes new CEO of his organization

An NGO founded by Britain's Prince Harry has appointed a new chief executive officer. 

Travalyst, the independently governed not-for-profit coalition of some of the biggest names in travel and technology, said in a statement that Julie Cheetham has been appointed as its new CEO.

Prince Harry said, “Travalyst is fulfilling a vital role for the future of global travel through innovation and collaboration across the industry."

He said, Julie has dedicated her career to the principle of travel for good that benefits people and places, and she has developed a unique perspective on systems-level change.

The youngest son of King Charles III added, "Her leadership, experience and commitment to sustainability make her exceptionally suited to guide Travalyst into its next phase and we are delighted to welcome her as CEO.”

The organization said, "Following an extensive global search, Cheetham steps into the role at a pivotal moment for Travalyst, as the organisation prepares for a year of impact-led change in 2026: scaling the development of its Data Hub, deepening global industry alignment around consistent sustainability information, and strengthening its role as a trusted voice in shaping policy and regulatory coherence across travel and tourism." 

The New CEO was quoted as saying, “It is a privilege to lead Travalyst at a time when the industry urgently needs clarity, accountability and collaboration in sustainable tourism."

She added, "I’ve dedicated my career to supporting the places, people and ecosystems that make travel meaningful, and I’m inspired by what Travalyst has already achieved. I look forward to building on that foundation and working closely with our partners to scale the trusted information and collective action our industry needs.”