Mita Lim

Promoter, substantial shareholder and Managing Director

Mita Lim, a Malaysian, aged 59, is our Promoter, substantial shareholder and Managing Director. He was appointed to our Board on 3 May 2019. As our Managing Director, he is responsible for the formulation of the overall strategic direction, management and operations of our Group as well as overseeing our business development activities to drive the growth and expansion of our business.

He obtained his Sijil Pelajaran Malaysia from Sekolah Menengah St. Theresa in Kedah in 1985.

He began his career in 1986 as a Sales Executive in Kim Lee Trading, where he was responsible for the sales of tailoring materials. In 1987, he left Kim Lee Trading and ventured into the travel industry as he was involved in coordinating ground arrangements for inbound tour groups across multiple destinations in Thailand on a freelance basis.

In 1991, he returned to Malaysia and co-founded V.A.S Travel & Tour Sdn Bhd with 3 other founding shareholders, marking our Group’s entry into the travel and tourism sector in Malaysia. V.A.S Travel & Tour Sdn Bhd was subsequently renamed to ICE Holidays in 1994, as part of its corporate rebranding initiative. Since then, he has played a key role in shaping the strategic direction and development of our Group.

With approximately 38 years of experience in the travel industry, Mita Lim has gained vast experience and in-depth understanding of the industry trends, operational dynamics and evolving customer demands. Leveraging on his extensive experience and deep industry knowledge, he continues to play an important role in driving the strategic direction and growth of our Group.

In recognition of his contributions to the travel industry, he was appointed as Kuala Lumpur Chapter Deputy Chairman of MATTA from 2013 to 2015 and Vice President for the Outbound Division of MATTA from 2015 to 2017.

Due to his entrepreneurship, Mita Lim was awarded Entrepreneur of the Year in Travel & Tourism at the BrandLaureate Entrepreneur Awards in 2023, a testament to his leadership and contributions to the travel sector.

He is the brother of Lim Swee Chuan (our Executive Director / Chief Corporate Officer) and the father of Charles Lim Yong Zhao (our Chief Operating Officer).

Lim Swee Chuan

Promoter and Executive Director / Chief Corporate Officer

Lim Swee Chuan, a Malaysian, aged 60, is our Executive Director / Chief Corporate Officer. He was appointed to our Board on 3 March 2025. He is responsible in assisting our Managing Director in formulating corporate strategies, driving corporate development of our Group, managing our Group’s governance, risks and regulatory compliances as well as overseeing the internal audit and control functions of our Group.

He graduated with a Bachelor of Accountancy (Honours) Degree from Universiti Utara Malaysia in 1991. In 1995, he was certified as a Public Accountant and subsequently in 2001, as a Chartered Accountant by MIA. He is a Fellow of the Malaysian Institute of Taxation (presently known as the Chartered Tax Institute of Malaysia (“CTIM”)) since 2006.

He began his career in 1991 with a brief tenure in Cycle & Carriage (M) Sdn Bhd as an Audit Assistant where he assisted in the review process of the group’s internal systems and control procedures of Cold Storage (M) Bhd, an associate company of Cycle & Carriage Bintang Berhad to ensure compliance with their business objectives, policies and standards.

In 1992, he left Cycle & Carriage (M) Sdn Bhd to join PriceWaterhouse (now known as PwC Malaysia) as an Audit Assistant where he was involved in the conduct of statutory audits for the firm’s clients. In 1994, he was promoted to Audit Senior where he led the audit process and was responsible for audit fieldwork, system review and providing guidance to audit assistants.

In 1995, he left PriceWaterhouse and joined Mecoprise Sdn Bhd (now known as Kobay Technology Berhad) as an Accountant where his scope of responsibilities involved reviewing daily finance and accounting functions of the company including preparing and maintaining financial and management reports. Subsequently in the same year, he was promoted to Finance Manager where he was responsible for overseeing the company’s accounting and finance functions. In 1997, he was further promoted to Group Finance Manager where he was responsible for overseeing Kobay Technology Berhad and its subsidiaries’ financial operations and reporting, tax compliance and treasury matters. He also took part in the listing exercise of Kobay Technology Berhad on the Main Board of Kuala Lumpur Stock Exchange (now known as Main Market of Bursa Securities) in 1997. In 2000, he was promoted to Group General Manager (Finance) and in 2001, appointed as Executive Director cum Chief Financial Officer to oversee and manage the corporate finance, tax and accounting matters of Kobay Technology Berhad and its subsidiaries.

Separately, in March 2000, he was also appointed as the Executive Director cum Chief Financial Officer of Lipo Corporation Berhad (now known as Kobay Industries Sdn Bhd) which was a subsidiary of Kobay Technology Berhad. He held the position of Executive Director cum Chief Financial Officer of Kobay Technology Berhad and Kobay Industries Sdn Bhd (which was privatised in 2012) until his resignation in June 2020.

In December 2020, he joined Agricore CS Holdings Berhad as a Finance Director and he was subsequently promoted to Chief Financial Officer in 2023, where he was responsible for overseeing the accounting and finance functions and internal control systems of the company, as well as implementing the company’s strategic planning activities.

He was appointed as the Non-Independent Non-Executive Director of our Company in March 2025. In May 2025, he left Agricore CS Holdings Berhad. Subsequently in June 2025, he joined our Group and was redesignated to Executive Director / Chief Corporate Officer where he assumed his current responsibilities.

He is the brother of Mita Lim (our Managing Director) and the uncle of Charles Lim Yong Zhao (our Chief Operating Officer). 

Cheong Kee Yoong

Independent Non-Executive Chairman

Cheong Kee Yoong, a Malaysian, aged 58, is our Independent Non-Executive Chairman and was appointed to our Board on 25 July 2025. He obtained his ACCA professional qualification in 1996 and he has been a member of the MIA since 1997. He began his career in 1990 as an Audit Assistant at Soon & Company while pursuing his ACCA qualification. He was involved in audit and financial reporting works as well as tax computation works. In 1992, he left Soon & Company and joined Everise Tours & Travels Sdn Bhd as an Accounts Executive, and subsequently left in 1994 as an Accounts Manager where he was responsible for overseeing the overall accounts department of the company.

In 1994, he joined Ayer Hitam Tin Dredging (M) Berhad as Assistant Accountant where he was mainly involved in assisting the company’s restructuring exercises, and supporting day-to-day operations of the accounts department. In 1996, he left Ayer Hitam Tin Dredging (M) Berhad and joined Gula Perak Berhad as an Assistant Accountant, and was subsequently promoted to Finance and Accounts Manager in March 1997 where he led and managed the finance and accounts department.

In June 1997, he left Gula Perak Berhad and joined Ekovest Berhad as an Accountant where he was involved in performing day-to-day operations of the accounts department, as well as preparing financial reports. In 1998, he left Ekovest Berhad and joined Unico Holdings Berhad as Special Project Manager. During his tenure in Unico Holdings Berhad, he reported directly to the Group General Manager of the company and assisted in the investor roadshows in relation to the proposed listing of a wholly owned subsidiary of the company, and was involved in feasibility study of new investments opportunities.

In 2001, he left Unico Holdings Berhad and joined Pristana Management Services Sdn Bhd as Corporate Planning Manager. In the same year, he was transferred from Pristana Management Services Sdn Bhd to a related company, namely Ngiu Kee Sdn Bhd, and he was designated the same role where he was involved in providing management services such as facilitating fund-raising activities, managing investor relations functions as well as evaluating potential business opportunities for the company’s associated companies. He left Ngiu Kee Sdn Bhd in 2004 as the Head of Corporate Planning. Subsequently, he joined Rohas-Euco Industries Berhad in the same year as Senior Manager of the finance and administration division where he was involved in overseeing the company’s and its subsidiaries’ finance and administrative functions.

In 2007, he left Rohas-Euco Industries Berhad and joined Eden Enterprises (M) Berhad (now known as Eden Inc. Berhad) as Group General Manager, Group Finance, where he oversaw Eden Inc. Berhad’s and its subsidiaries’ financial operations and reporting as well as treasury matters. In 2008, he left Eden Inc. Berhad and joined Malaysia Pacific Corporation Berhad as Chief Financial Officer where he assumed similar responsibilities before his resignation in 2011.

Subsequently, in the same year, he joined JAVA Berhad as Senior Manager (Finance & Administration), and left in 2012 as Chief Financial Officer where he assumed similar responsibilities. In 2013, he joined Southern Acids (M) Berhad as Chief Financial Officer, a position he holds to date. He is responsible for overseeing the overall financial functions of Southern Acids (M) Berhad, including financial management, corporate planning, treasury management, risk management, tax planning and investor relations activities.

Khoo Choon Keat

Independent Non-Executive Director

Khoo Choon Keat, a Malaysian, aged 63, is our Independent Non-Executive Director and was appointed to our Board on 25 July 2025. In 1988, he obtained his Bachelor of Accounting from the University of Malaya. He has been a member of The Malaysian Institute of Certified Public Accountants (formerly known as The Malaysian Association of Certified Public Accountants) since 1992. He was also admitted as a member of MIA in 1992 and was subsequently certified as a Chartered Accountant by MIA in 2001. In 1997, he was also admitted as an Associate of the Malaysian Institute of Taxation (presently known as the CTIM), and has subsequently been admitted as a Fellow Member of the CTIM since 2006. In 2002, he was certified as a Member of the Financial Planning Association of Malaysia.

In 1988, he began his career as a Tax Assistant in PriceWaterhouse (now known as PwC Malaysia) where he was responsible for preparing and filing of tax returns as well as providing advice to clients on tax regulatory compliance and other tax-related matters. In 1992, he left PriceWaterhouse as a Tax Consultant and joined Toyo Audio Co. (Malaysia) Sdn Bhd as an Assistant Manager of the accounts department where he was responsible for assisting his manager in the supervision of day-to-day operations of the accounts department, as well as leading the accounting and treasury functions of the company. In 1993, he left Toyo Audio Co. (Malaysia) Sdn Bhd and joined Russ Ooi & Associates as Audit Manager before he left in 1996 as Audit Senior Manager where he was responsible for assisting the firm’s partners in overseeing the day-to-day operations of the firm’s audit and tax division, leading and supervising audit processes as well as providing tax advisory services to the firm’s clients.

Subsequent to his resignation from Russ Ooi & Associates in 1996, he joined SF Wong & Associates (now known as SFW & Associates PLT) as a Partner where his responsibilities included managing and overseeing the audit division for Penang branch office, as well as building and maintaining client relationships. During his tenure at SFW & Associates PLT, he also became a Director of a related company, namely SF Wong Consultancy Services (PG) Sdn Bhd to provide tax consultancy services. After his resignation from SFW & Associates PLT in 2002, he took over SF Wong Consultancy Services (PG) Sdn Bhd and renamed the company to KCK Consultancy Services Sdn Bhd to assume similar business activities.

Chan Mun Shee

Independent Non-Executive Director

Chan Mun Shee, a Malaysian, aged 61, is our Independent Non-Executive Director and was appointed to our Board on 25 July 2025. In 1989, she obtained her Diploma in Commerce (Business Management) from Tunku Abdul Rahman College (now known as Tunku Abdul Rahman University of Management and Technology). In 1993, she was elected as an Associate with the designations of Chartered Secretary and Chartered Governance Professional by The Chartered Governance Institute, and was subsequently elected as a Fellow with the same designations by The Chartered Governance Institute in 2023. She has also been a member of The Malaysian Association of The Institute of Chartered Secretaries and Administrators since 1993.

She began her career in 1989 as an Accounts and Secretarial Assistant at AAE Holdings (Malaysia) Sdn Bhd where she was involved in performing day-to-day operations in accounts and administrative functions. In February 1990, she left AAE Holdings (Malaysia) Sdn Bhd and joined Yusof Latif Holdings Sdn Bhd as a Confidential Secretary where she provided personal assistance to the Managing Director of the company in matters relating to his business involvement before she left in the same year.

In November 1990, she joined Polytool Engineering Sdn Bhd (now known as Kobay Assets Sdn Bhd), a wholly-owned subsidiary of Kobay Technology Berhad as an Office Administrator and was subsequently promoted to Office Manager in 1993, where she was responsible for overseeing the purchasing, accounting and finance functions of the company, handling human resources and general administrative matters, performing company secretarial functions as well as liaising with external stakeholders such as government bodies and financial institutions. In 1995, she was redesignated as Human Resources and Administrative Section Manager of Mecoprise Sdn Bhd (now known as Kobay Technology Berhad), where she was responsible for managing human resources and administrative functions. In 1996, she was redesignated as Corporate Affairs Manager cum Corporate Secretary where she oversaw Kobay Technology Berhad’s and its subsidiaries’ human resource, information technology and administrative functions as well as leading the company’s secretarial functions.

In 1997, pursuant to the listing of Kobay Technology Berhad on the Main Board of Kuala Lumpur Stock Exchange (now known as Main Market of Bursa Securities), she was appointed as the Group Corporate Secretary where she assumed similar responsibilities. During her tenure as Group Corporate Secretary, she was involved in formulating and outlining the human resource policies and procedures, assisted in the development of internal information technology systems, as well as involved in various corporate exercises of Kobay Technology Berhad. In 2019, she was appointed as Vice President – Corporate Investment Portfolio and Investor Relation of Kobay Technology Berhad, a position she holds to date, where she is responsible for overseeing the secretarial and investor relations functions of Kobay Technology Berhad.

Yeat Soo Ching

Independent Non-Executive Director

Yeat Soo Ching, a Malaysian, aged 50, is our Independent Non-Executive Director and was appointed to our Board on 25 July 2025. In 1998, she graduated with a Bachelor of Laws from the University of Sheffield, and was subsequently called to the Malaysian Bar in 2000.

She began her career with Messrs Cheang & Ariff as a Legal Associate in 2000, and was subsequently made partner in 2007, a position she holds to date. She practices in the areas of corporate and securities laws as well as banking and finance. She has advised companies on capital market transactions including fund raising exercises such as initial public offerings, rights issues and private placements. She has also been advising general partners of private equity/ venture capital funds on the setting up of funds in Malaysia and offshore. Her banking and financing experience includes acting for lenders and major corporations on various domestic and international financing transactions.