The offers are part of the Sia Sitok Sarawak campaign, led by the Sarawak Tourism Board (STB) in collaboration with the Sarawak Tourism Federation (STF) to encourage travellers to book their Sarawak holidays directly during the fair.

At the Sarawak Pavilion, visitors will find 35 exhibitors, including 24 travel and tourism operators alongside 11 non-trade exhibitors showcasing Sarawak’s arts, culture and gastronomy, offering a vibrant snapshot of the destination beyond travel packages alone.

Visitors can explore more than 80 bundled travel packages offered by 17 licensed Sarawak tour operators, each designed as a minimum three-day two-night (3D2N) holiday experience.

These packages combine accommodation with curated tours, transfers and guided experiences, allowing travellers to secure complete Sarawak journeys at compelling value during the fair.

The fair-exclusive promotion offers up to 40% off. It is available only to visitors who confirm their bookings with participating Sarawak agents at the pavilion during the three-day MATTA Fair in Kuala Lumpur.

Packages secured during the fair will be valid for travel from April until 15 December 2026, allowing travellers to lock in their Sarawak holiday now and plan their trip later within the year.

The travel experiences span multiple regions of Sarawak, reflecting the state’s diverse landscapes and cultures. In Southern Sarawak, Kuching offers heritage streets, vibrant culture and access to wildlife and national parks. Central Sarawak, centred around Sibu, introduces travellers to river journeys along the Rajang River, visits to traditional longhouses and authentic cultural encounters. Meanwhile, Northern Sarawak opens the door to the coastal gateway of Miri, the UNESCO World Heritage-listed sites of Gunung Mulu National Park and Niah National Park, and the cool highland landscapes of Bario.

Travellers can also time their visit to coincide with Sarawak’s vibrant calendar of events throughout the year. Among the highlights is the Rainforest World Music Festival (RWMF) 2026, scheduled from 26 to 28 June 2026 at the Sarawak Cultural Village. Widely regarded as one of Southeast Asia’s most distinctive music festivals, RWMF brings together international and regional musicians, including Dato M Nasir, The Commodores featuring Thomas McClary, and Incognito, alongside immersive daytime workshops, cultural exchanges, and evening performances set against the backdrop of Borneo’s rainforest.

Complementing the travel offerings, the pavilion will also spotlight Sarawak’s arts, culture and culinary heritage, with participating non-trade exhibitors presenting traditional crafts, cultural expressions and local flavours that reflect the state’s diverse communities.

With limited-time savings available only during MATTA Fair, the Sarawak Pavilion offers travellers a compelling opportunity to secure a value-driven holiday while discovering the many sides of Sarawak.

Visitors can find the Sarawak Pavilion at Booth 1R01 at the MATTA Fair Kuala Lumpur.

(Source: Your Stories — Sarawak Tourism Board)

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STB reported that the event strengthened engagement with Singaporean outbound travellers, presenting Sarawak’s diverse travel experiences and connecting directly with travel partners to offer curated holiday packages to the destination. 

STB was joined by co-exhibitors EU Holidays Pte Ltd, Meidi Travel Solutions Pte Ltd, and Azza Travel & Tours Pte Ltd, providing travellers with convenient access to Sarawak travel packages and on-site travel-planning support during the fair.

Singapore remains one of Sarawak’s key regional markets. In 2025, Sarawak recorded 64,295 visitor arrivals from Singapore, marking a 7.53% year-on-year increase and the highest Singapore arrivals recorded to date. 

Participation in the NATAS Travel Fair 2026 should support marketing efforts to reach the 2026 target of 69,000 visitor arrivals from Singapore.

“Singapore has consistently demonstrated a strong interest in Sarawak, and the steady growth in arrivals reflects the appeal of our diverse offerings, from culture and heritage to food, nature and adventure. 

Our presence at the NATAS Travel Fair allowed us to showcase the breadth of experiences across Southern, Central and Northern Sarawak. NATAS Travel Fair provides a valuable platform

for us to engage directly with consumers at the point where travel decisions are being made,” said Sarawak Tourism Board Chief Executive Officer Dr Sharzede Datu Haji Salleh Askor. 

Three gateways

Singapore enjoys direct air connectivity to Sarawak’s three main gateways — Kuching, Sibu and Miri — enabling convenient access to the state’s Southern, Central and Northern regions, each offering distinct travel experiences. Direct services operated by AirAsia and Scoot connect Singapore to Sarawak’s key entry points, supporting seamless travel across the destination and enhancing access for visitors from the Singapore market.

South Sarawak

Southern Sarawak, via Kuching, blends heritage, culture and nature. The region is home to the Sarawak Delta Geopark. This landscape brings together coastal ecosystems, rainforest habitats and cultural sites, including Bako National Park, Semenggoh Wildlife Centre and the Sarawak Cultural Village, alongside major cultural institutions such as the Borneo Cultures Museum. Kuching also offers a vibrant food scene recognised under its designation as a UNESCO Creative City of Gastronomy, with iconic dishes such as Laksa Sarawak, Kolo Mee and an abundance of fresh seafood. The city is also home to signature events, including the 2026 Rainforest World Music Festival (RWMF).

Central Sarawak

Central Sarawak, accessible via Sibu and extending to areas such as Mukah and Sarikei, offers river-based travel experiences along the Rajang River, visits to traditional longhouses and immersive community-based cultural encounters. The region is also known for Sibu’s Foochow culinary heritage and Sarikei’s reputation as Sarawak’s “Pineapple Town.”

North Sarawak

Northern Sarawak, via Miri, provides access to Sarawak’s two UNESCO World Heritage Sites — Gunung Mulu National Park and Niah National Park — recognised for their remarkable

limestone cave systems, biodiversity and archaeological significance. The region also offers access to the cool highland landscapes of Bario in the Kelabit Highlands.

For more information on Sarawak’s attractions, visit: Sarawak Tourism Board. 

(Source: Your Stories — Sarawak Tourism Board)

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As a key partner of the Fair, MAG’s continued presence reflects its commitment to enhancing travel accessibility and elevating the overall visitor experience. 

Visitors to MATTA Fair — taking place from 3 to 5 April 2026 at MITEC Kuala Lumpur — can look forward to a dynamic showcase by MAG, featuring its latest offerings, travel innovations, and exclusive deals across its airline network, including Malaysia Airlines, Firefly, and Amal by Malaysia Airlines.

MAG will unveil its largest-ever presence with the return of the MAG Arena, expanding to an impressive 46,000 square feet — nearly three times larger than its participation in September 2025, creating Asia’s largest airline-led consumer and trade pavilion within a travel fair. The expanded arena will feature over 100 booths, allowing visitors to experience an immersive journey into travel, discover technology-led cabin experiences, and enjoy the signature warmth of Malaysian Hospitality in a dynamic and engaging environment.

In conjunction with the Fair, Malaysia Airlines will offer special fares across its domestic and international networks, including popular regional destinations such as Jakarta, Bangkok, Hanoi, Singapore and Bali, as well as key international gateways such as London, Melbourne, Sydney, Tokyo and Auckland. Complementing this, Firefly will introduce attractive fares across its network, operating from Kuala Lumpur International Airport (KLIA) Terminal 1, Sultan Abdul Aziz Shah Airport (Subang Airport) and Penang International Airport to destinations including Kota Kinabalu, Kuching, Phuket, Krabi, Singapore, Kota Bharu, Johor Bahru, and Alor Setar, offering greater flexibility for travellers to plan their journeys.

Beyond fares, travellers can also enjoy added value through thoughtfully curated offerings across the MAG ecosystem — from savings on seat selection and prepaid baggage to integrated flight and hotel packages via MHholidays, as well as exclusive deals on Journify, MAG’s travel and lifestyle platform. Selected promotions will feature instant savings of up to MYR105 on flights and up to MYR320 off travel packages, enabling travellers to enjoy a more seamless and rewarding end-to-end journey.

This partnership brings together two essential elements of travel, attractive holiday packages and competitive airfare promotions, allowing visitors to maximise value when planning their trips. In the lead-up to the fair, MATTA and MAG will also be sharing more on upcoming initiatives and promotions designed to make travel more accessible and rewarding for Malaysians, including enhanced benefits through MAG’s loyalty programme, Enrich. 

Members can enjoy an additional 5% off flight purchases, up to 30% off redemptions and 10% Points back on oneworld redemptions, alongside lifestyle rewards of up to 60% off gift cards and e-vouchers and 20% off Enrich Xperience bookings. Members can also earn up to 3X Bonus Enrich Points via co-branded cards and 50% Bonus Points on hotel bookings, further enhancing value across flights, stays and curated experiences.

“We always look forward to having MAG at the MATTA Fair. Their presence brings a dynamic energy to the Fair, and it is always a pleasure to work together in creating a more engaging experience for visitors,” said MATTA President Nigel Wong.

“This partnership is ultimately about helping Malaysians make the most out of their travel plans, spending less while gaining more from the overall experience,” he added.

Confirmed as Malaysia’s largest consumer travel fair, offers something for anyone, serving as a central platform for exhibitors and industry players. The 58th edition of the Fair spans a total exhibition space of 40,820 square metres across 10 halls.

Malaysia Aviation Group Chief Commercial Officer of Airline Business Dersenish Aresandiran said: “MATTA Fair remains an important platform for us to engage travellers and showcase the strength of Malaysia Aviation Group’s network and offerings across the Group. This year, the MAG Arena will introduce a new generation of travel engagement — from immersive destination storytelling to interactive travel technology — allowing visitors to experience the excitement of discovering their next journey even before they board the aircraft. Travel today is no longer just about getting from one place to another, but about discovery, connection and meaningful experiences along the way.”

The Fair will feature 2,043 booths from 330 participating organisations, including 210 tour and travel agencies offering a diverse range of curated travel packages. Visitors can engage with six National Tourism Organisations (NTOs), 11 local State Tourism Organisations (STOs), 64 hotels and resorts, 11 theme parks and 29 other travel-related service providers. This creates a comprehensive and dynamic platform for discovering new destinations and experiences.

To ensure a smooth visitor experience, MATTA Fair offers free admission and is open from 1000 to 2100 on Friday, Saturday, and Sunday.

For the latest updates, visit mattafair.org.my. 

(Source: MATTA)

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Following the success of the inaugural conference in Kuching in 2024, and in conjunction with Visit Malaysia Year 2026, the upcoming conference is expected to attract 1,000 delegates from across Southeast Asia. Organised by the Sarawak Tourist Guides Association in collaboration with the Malaysian Tourist Guides Council and supported by Business Events Sarawak (BESarawak), the conference will serve as a strategic intervention to address challenges in the tourist guiding industry and enhance collaboration among tourism frontliners in Southeast Asia.

Under the Post COVID-19 Development Strategy 2030, Sarawak targets a 7.5% annual growth in visitor arrivals by 2030. Achieving this will depend not only on attracting visitors but on delivering quality experiences. Tourist guides play a critical role in ensuring that this growth translates into real value, sustainability, and meaningful impact. However, the profession is facing increasing challenges, including the rise of digital and AI-driven travel tools, evolving visitor expectations, and a shortage of qualified guides.

“Sarawak is setting its sights on welcoming 5 million visitors by 2026 — but beyond the numbers, our priority is ensuring the quality of experience we deliver,” said Sarawak’s Deputy Minister for Creative Industry and Performing Arts, Datuk Snowdan Lawan. “Tourist guides are storytellers, cultural ambassadors, and the frontline of how our destination is understood and remembered. 

“Sustaining this growth requires a highly skilled, future-ready tourism workforce. That is why we are positioning this conference as a dedicated platform for learning and professional development, while accelerating the training of new Registered Regional Specific Tourist Guides and Sarawak Park Guides to build a strong, resilient talent pipeline for the future,” the Deputy Minister continued.

“The role of a tourist guide is becoming more demanding in a fast-changing, digital world. This conference focuses on strengthening regional networks and building meaningful collaborations to elevate the profession,” said Sarawak Tourist Guides Association Honorary Chairman Edwin Lim. “We have chosen Sibu as the host city to support inclusive tourism development, creating opportunities and sharing the benefits of tourism and business events across Sarawak. Through this, we aim to create impact beyond Sarawak and contribute to the growth of Malaysia’s and Southeast Asia’s tourism.”

“Business events today must deliver more than attendance. They must deliver impact,” commented BESarawak Acting Chief Executive Officer Jason Tan Chin Foo. “Regional collaboration among tourist guides is key to that impact. Through this conference, we are strengthening legacy outcomes and advancing a high-value tourism economy while positioning Sarawak as the legacy capital of business events in Malaysia and Borneo.”

As part of the conference programme, delegates will take part in an immersive outdoor learning experience, including a cultural exchange that offers firsthand insight into community-based tourism. This allows domestic and international tourist guides to understand better their role in preserving cultural identity and delivering respectful, authentic experiences.

The 3rd Southeast Asian Tourist Guides Conference 2026 is organised by the Sarawak Tourist Guides Association in collaboration with the Malaysian Tourist Guides Council, and supported by Business Events Sarawak (BESarawak). 

For more information, visit Sarawak Tourist Guides Association. 

(Source: Your Stories — BESarawak)

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According to the airline’s Facebook post, it schedules twice-weekly flights on Tuesday and Saturday using a 122-seat Airbus A319-100. 

“As we grow, we hope to continue opening more routes and connecting even more destinations across the region, providing tourists and business travellers with a more convenient travel option between Dili and Kuala Lumpur,” the airline noted. “Landing at Kuala Lumpur International Airport marks an important step in increasing connectivity between Malaysia and Timor-Leste, thus stimulating trade, tourism and people-to-people ties.”

The new DIL-KUL service figured prominently in the airline’s sales promotions at the NATAS Travel Fair in Singapore, held last weekend.

ASEAN officially welcomed Timor-Leste as its 11th member last October 2025.

Aero Dili launched operations with daily flights to Bali, Indonesia, in May 2023, and followed with a weekly flight from Dili to Singapore in February 2024. Media reports suggested it also flies to Fuzhou, China, but the service does not show on online flight timetables or on the airline’s website booking page.

Aero Dili plans to expand to Darwin, Australia, possibly in May 2026, with twice-weekly flights competing with Qantas, which schedules daily flights on the route. It is also considering flights to Bangkok, Thailand, and Manila, the Philippines. 

(Source: Aero Dili)

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Taking place from 3 to 5 April 2026 at the Malaysia International Trade and Exhibition Centre MITEC Kuala Lumpur, the Fair continues to serve as Malaysia’s largest consumer travel fair, connecting visitors to global destinations and reinforcing MATTA’s commitment to driving industry growth.

Now in its 58th edition, MATTA Fair will occupy a total exhibition space of 40,820 square metres across 10 halls at MITEC. The Fair will feature 2,043 booths from 330 participating organisations, including 210 tour and travel agencies offering a diverse range of curated travel packages. Visitors will also have the opportunity to engage with 6 National Tourism Organisations (NTOs), 11 State Tourism Organisations (STOs), 63 hotels and resorts, 11 theme parks and 28 other travel-related service providers, making the fair a comprehensive space for discovering new destinations and experiences.

International tourism continues to show strong recovery and growth. Macao welcomed 3.65 million visitor arrivals in January 2026, maintaining the same level as the year 2025. International arrivals stood at 278,000, marking a robust 15.5% annual increase, with Malaysian arrivals surging by an impressive 52.3%. Hotels’ occupancy rate of 91.6%, underscoring the strong demand and sustained momentum in Macao’s tourism recovery.

At the same time, Malaysia is ambitiously targeting 47 million international arrivals under Visit Malaysia 2026, with current projections of 44 to 45 million visitors. These figures highlight the growing appetite for international travel among Malaysians and reinforce MATTA’s role in supporting outbound tourism.

“Malaysians are natural explorers, and outbound tourism remains an important part of the industry’s ecosystem. Welcoming Macao’s return as the International Favourite Destination at the MATTA Fair reflects the growing interest among Malaysians to rediscover world-class destinations that offer culture, entertainment, gastronomy and unique experiences. We want every visitor to feel the excitement of planning their next adventure, knowing that the world is waiting with open arms,” said MATTA Vice President of Research and Technology Mohd Hizzat Mohd Shah.

“Macao being featured for the second consecutive year as the International Favourite Destination at the upcoming MATTA Fair is an outstanding opportunity to drive more visitor flows from Malaysia, one of our priority markets in Southeast Asia. We will make full use of this premier platform to showcase Macao’s ‘tourism +’ offerings and present a range of special travel products tailored to Malaysian travellers,” said Macao Government Tourism Office Deputy Director Cheng Wai Tong.

To ensure a smooth visitor experience, MATTA Fair offers free admission. (Open from 1000 to 2100 on Friday, Saturday, and Sunday). Visitors are encouraged to take advantage of the complimentary shuttle services from KL Sentral and Sunway Putra Mall to MITEC.

For the latest updates, visit mattafair.org.my.  

(Source: MATTA)

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The recognition adds to a growing list of international accolades that consistently place Langkawi among the region’s top island destinations.

In 2025, Langkawi was also voted the #2 Top Island in Asia in the Condé Nast Traveler Readers’ Choice Awards and featured among Asia-Pacific’s best island destinations in the Travel + Leisure Luxury Awards Asia Pacific, reflecting the island’s continued appeal among international travellers for its scenery, nature, and experiences.

The island’s tourism growth reflects this continued appeal. In 2025, Langkawi recorded 3.2 million visitor arrivals and generated RM8.3 billion in tourism-related revenue, underscoring its growing appeal as a premier island destination in Southeast Asia. That same year, Langkawi welcomed 370,395 visitors from the United Kingdom and Europe, reaffirming the region’s importance as one of the island’s key long-haul markets.

While awards and rankings highlight Langkawi’s growing international recognition, what brings travellers back to the island year after year is something less measurable — space, nature, and a slower pace of travel that feels increasingly rare.

Unlike destinations built around crowds and packed itineraries, Langkawi offers travellers something different: quiet beaches, mangrove forests, rainforest-covered mountains, and long stretches of road where the journey itself becomes part of the experience. It is a destination that invites visitors to slow down rather than rush, to explore rather than tick off attractions.

Langkawi is also home to the Langkawi UNESCO Global Geopark, the first UNESCO Global Geopark in Southeast Asia, recognised for its geological heritage, biodiversity, and conservation efforts across the Langkawi archipelago of 99 islands.

As travel trends continue shifting toward nature, wellness, and more meaningful travel experiences, Langkawi’s continued recognition across major international travel awards reflects a broader shift in what travellers are looking for today — not just destinations to visit, but places to reconnect, reset, and experience travel at a different pace. Rather than competing to be the busiest destination, Langkawi has quietly built a reputation as a destination defined not only by its landscapes but by how it makes people feel.

About Naturally Langkawi
Naturally, Langkawi is a story 550 million years in the making. It has a nature that is beautifully unique, wonderfully rare, and vastly accessible. It envelopes the 99 islands and the people who live there, creating a culture rich with stories as unique as the archipelago itself. A land steeped with captivating legends, myths and folklore as interesting as the people who tell them. It is a place full of diverse, incredible experiences where moments naturally become memories.

For more information on Langkawi’s attractions, visit: Naturally Langkawi. 

(Source: Naturally Langkawi)

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Backed by EF Adventures and CBI, Asia’s outbound “Open to Adventure” travel segment represents an estimated USD424 billion market, nearly one-third of the world’s total adventure travel economy.

Based on the latest research, 72% of Asia’s international outbound travellers fall into the “Open to Adventure” category, which means they’re willing to incorporate cultural exploration, nature-based experiences, and active discovery into their trips, even when adventure is not the primary motivator. These findings challenge long-standing perceptions of Asian travellers and highlight a growing preference for more immersive and meaningful travel.

“Adventure travel in Asia is no longer about a single activity or adrenaline-driven pursuit,” said ATTA Director of Research and Knowledge Heather Kelly. “What we’re seeing instead is a large and diverse audience that is open to discovering destinations through culture, landscapes, and meaningful experiences. That openness dramatically expands the opportunity for destinations and tourism businesses.”

The report also underscores the economic impact of this market. On average, Asian travellers spend approximately USD366 per night and more than USD2,200 per trip, with a significant portion of that spend benefiting local businesses, guides, and community-based tourism experiences.

“The Asian outbound traveller is incredibly curious,” said ATTA’s President Gustavo Timo. “They’re looking for experiences that feel meaningful, whether that’s exploring landscapes, connecting with local culture, or discovering new perspectives. Destinations that design journeys around those elements will resonate strongly with this audience.”

Travellers’ interest in sustainable and responsible tourism is rising, demonstrating a growing preference for locally owned businesses, community-focused cultural experiences, and destinations that prioritise environmental stewardship.

“Sustainability is increasingly intertwined with how travellers define a meaningful trip,” said ATTA Regional Director for APAC Hannah Pearson

“When you look at a USD424 billion adventure-oriented travel market coming out of Asia, the trends become clear: Travellers want authentic cultural experiences, nature-based exploration, and opportunities to travel in ways that feel responsible and enriching.”

Globally, outbound adventure travel is valued at USD1.6 trillion, with Asia playing a significant role in that growth. As Asian travellers continue to seek immersive, culturally rich, and sustainable

experiences, understanding this evolving mindset may be key to capturing one of the most dynamic travel markets of the next decade.

For more information about the ATTA, visit www.adventuretravel.biz. 

(Source: ATTA)

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The main celebration was held at Kuala Lumpur International Airport Terminal 1, alongside simultaneous welcoming ceremonies at eight other airports across Selangor, Penang, Johor, Kedah, Perak, Sabah, and Sarawak.

The welcoming ceremony was officiated by YBrs Chua Choon Hwa, Deputy Secretary-General (Tourism) of MOTAC at KLIA Terminal 1. Also present were YBrs Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia and YBrs Lee Thai Hung, Deputy Director General (Promotion II) of Tourism Malaysia.

Following the Chinese New Year celebrations last February, this series of cultural festivities continues to showcase the richness and harmony of Malaysia’s multicultural society. Visitors were warmly welcomed with festive souvenirs at the Arrival Hall and invited to savour traditional Hari Raya Aidilfitri delicacies, reflecting the nation’s signature hospitality and vibrant cultural heritage that defines the Malaysia Truly Asia experience.

Aidilfitri-themed Malay cultural performances further enlivened the atmosphere while the VM2026 mascots, Wira and Manja, made special appearances to delight visitors. Highlights of this event included a traditional kacau dodol demonstration, also known as the stirring of a sweet toffee-like delicacy, alongside a buka lemang gimmick, one of Malaysia’s cherished traditional dishes.

This programme was successfully delivered through strategic collaboration with various stakeholders, including ministries and agencies under MOTAC, airlines, corporate sponsors and tourism industry associations. 

Participating partners included Malaysia Airport Sdn Bhd, Batik Air, QSR Brands (M) Holdings Bhd, Spritzer Berhad, Mitsui Outlet Park KLIA Sepang, LaKanVo Premium, Adabi Consumer Industries Sdn Bhd, BOH Plantations Sdn Bhd, Fraser & Neave Holdings Bhd, Watson Personal Care Stores Sdn Bhd, Gamuda Berhad, Grab Holdings Limited, Oriental Kopi Holdings Berhad, Photobook Worldwide, Vanzo Holdings Berhad, Fiscor Food Sdn Bhd, My Blockchain Infrastructure Sdn Bhd, Zus Coffee, TBH Wellness Sdn Bhd, Kek Lapis Warisan Sdn Bhd, Kraftangan Malaysia dan Borneo Empurau Farm & Resort.

Their participation reflects strong collective support in promoting Malaysia’s tourism industry and enhancing the overall visitor experience in line with the Visit Malaysia 2026 (VM2026) campaign.

Malaysia’s main entry point, KLIA, saw a significant surge in visitors amid the celebration of Hari Raya Aidilfitri. With approximately 28 flights carrying an estimated 5,000 passengers across regions including Singapore, Jakarta, Manila, Beijing, Chengdu, Shanghai, Perth, Dubai, Brunei and Istanbul, the projected arrival statistics align with the momentum of the actively promoted Visit Malaysia 2026 (VM2026) campaign.

Organising Malaysian festive celebrations at airports is among Tourism Malaysia’s ongoing strategies under the VM2026 campaign to provide a meaningful arrival experience, strengthen destination branding and promote Malaysia as a culturally rich and safe destination year-round. This initiative at international gateways plays a crucial role in leaving a positive impression on visitors and encouraging repeat visits.

*Hari Raya Aidilfitri
Aidilfitri holds deep spiritual significance for Muslims, symbolising the completion of a month-long period of fasting, prayer, and reflection. It is a time to express gratitude for the blessings received during Ramadan and seek forgiveness for past transgressions. This year’s celebrations were held on 20 to 21 March 2026.

(Source: Tourism Malaysia)

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The report by the ASEAN Tourism Association (ASEANTA) and Pear Anderson showed that inbound operators in particular were pessimistic about future enquiries, with 74% of inbound travel businesses much gloomier about prospects than at the start of the year, compared with 50% of outbound travel businesses.

Singaporean travel businesses were the most pessimistic overall, with two-thirds (67%) expecting enquiries in Q2 2026 to be worse than what they expected at the start of the year, compared to 64% in Malaysia, 54% in Indonesia, 50% in the Philippines, and 43% in Thailand.

Almost three-quarters (72%) of outbound travel businesses reported at least some postponements and cancellations for trips to the Middle East, 70% to Europe, and 58% to other regions, demonstrating that the impact on travel was beyond connectivity.

As for a potential redirection of outbound travel flows, 64% of businesses believed Southeast Asia would benefit, followed by East Asia (47%) and Europe and Central Asia (24%). Thai travel businesses were the most confident that Europe would see growth in interest (56%), likely due to the higher number of direct flights to Europe already operating to Thailand, whilst the Philippines saw a greater chance of travel interest being redirected to domestic travel (30%).

For inbound travel businesses, 54% have received cancellations for May, with the number sharply decreasing for cancellations received in June (21%), and just 3% seeing cancellations from October and onwards, a sign that travellers are taking a wait-and-see approach. 62% of businesses reported that some trips were postponed or cancelled by Middle East travellers, with a higher share (67%) among travellers from Europe, signalling the significant role that Middle East transit hubs play in facilitating inbound travel to the ASEAN region.

Fuel price increases, leading to higher airfares, as well as fuel shortages in general, remain a concern for Southeast Asian travel businesses, who noted their impact on inbound operations in-destination and their potential knock-on impact on travellers’ purchasing power in the medium-term.

“The high percentage who believe that travel will be redirected to Southeast Asia confirms that we must work together as one ASEAN to support our tourism and travel ecosystem,” said ASEANTA President Eddy Soemawilaga. “Travel businesses commenting on the current situation were quick to point to the overall resilience of the Southeast Asian travel industry, and that they believed traveller demand would recover once the situation stabilises.”

“There is no denying that travel businesses, whether outbound or inbound, are suffering at the moment,” stated Hannah Pearson, director at Pear Anderson. “Whilst on the face of it the lack of transit flights to the Middle East is immediately impacting flows both in and out of the region, ASEAN has an opportunity to present itself as an alternative transit hub between Australia and Europe, potentially opening up more direct flight routes – and new opportunities.”

To read the full report, visit: https://www.pearanderson.com/insights/2026/03/the-impact-of-the-middle-east-conflict-on-the-southeast-asian-travel-industry/

About ASEANTA
The ASEAN Tourism Association (ASEANTA) was founded in 1971 as a non-profit organisation dedicated to the development and promotion of tourism within the ASEAN region. It was formed through collaboration between the private and public tourism sectors of several ASEAN countries.

About Pear Anderson
Pear Anderson is a boutique consultancy firm specialising in Southeast Asian tourism. It partners with organisations across the spectrum of tourism-related organisations to build a lasting foundation in these markets, providing sales representation, unique insights, research, and training. The global Muslim travel segment is a core specialisation, and Pear Anderson provides insight and access to it.

For more information, visit Pear Anderson. 

(Source: ASEANTA)

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