The result comes as Australians took a record 12.76 million overseas trips over the same period, new Australian Travel Industry Association (ATIA) Travel Trends data shows. 

Outbound travel grew 3.5% for the year, while international visitor arrivals reached 9.07 million, up 6.9%. Vietnam was the fastest-growing destination overall, Indonesia remains the most popular, and New Zealand remains Australia’s largest visitor market. 

The findings come from the ATIA September 2026 Travel Trends Report, based on ABS and Department of Infrastructure data analysed by ATIA. 

Reporting periods: overseas arrivals and departures to July 2026; international airline market share to May 2026; domestic airline capacity for June 2026. 

Japan nears a new high 

Japan is on track to become the next market to cross the 1 million mark, following in New Zealand’s footsteps. Australian visitor numbers there climbed 8.5% to July, edging closer to the milestone with each new month of data. 

Vietnam and China power an outbound boom 

Vietnam was the fastest-growing destination for Australian travellers this year, up 15.9% to 577,880 visitors. China wasn’t far behind: outbound travel there rose 13.4% to 749,130, while Chinese visitor numbers to Australia jumped 17.6% to 1,131,650, the strongest inbound growth of any market. 

Indonesia and New Zealand hold their place as favourites 

Indonesia remains the destination Australians visit most, with 1.79 million trips through July. New Zealand remains Australia’s largest visitor market, with 1.43 million arrivals over the same period, as Hong Kong (up 9.2%) also climbed the inbound rankings. 

More Australians flying than ever 

Airlines flew fuller planes than ever on Australia’s busiest domestic corridors, with load factors climbing on nine of the ten busiest routes. Melbourne-Sydney and Adelaide-Melbourne led the way, both up six percentage points to 85% full. 

Qantas and Jetstar now carry one in three international passengers travelling to and from Australia, up from a combined 30.6% a year earlier. At the same time, Malaysia Airlines was the biggest mover, climbing from 2.4% to 3.9% market share. 

Commenting on the performance, ATIA CEO Dean Long said: “Japan is knocking on the door of one million Australian visitors a year, and that’s a huge milestone for what has become one of our most popular destinations. We wouldn’t be surprised to see it cross the line in our next report. 

“Vietnam and China are where the growth is right now, and we expect airlines to keep adding capacity to the region to keep pace with that demand. 

“Indonesia and New Zealand remain the two markets our members know best, and it’s fantastic to see them holding firm as the growth story in Asia keeps building around them. Our accredited agents and tour operators are working hard every day to keep that momentum going in both directions.” 

(Source: ATIA)

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Launched during PATA’s 75^th anniversary year, the series looks ahead to the next era of tourism in the Asia Pacific region. Through documentary films, expert interviews and real-world case studies, it explores how the sector can respond to climate pressures, changing traveller expectations, rapid technological development and the need for more inclusive and resilient growth.

Pacific Asia: Tourism with Purpose moves beyond aspiration to spotlight organisations and people already putting these principles into practice. The films examine approaches to destination stewardship, climate action, community participation, responsible innovation, workforce development and regional cooperation.

Produced by CWP in partnership with PATA, the series features contributions from destinations, tourism organisations, educational institutions and businesses operating across the region and wider visitor economy.

Content partners featured in the series include: Hainan University-Arizona State University International Tourism College, Hawai‘i Tourism Authority, Hong Kong Metropolitan University Lee Shau Kee School of Business and Administration, Marianas Visitor Authority, Song Saa, The Luxury Signature, and Travelife.

The series also brings together perspectives from tourism leaders, policymakers, academics, entrepreneurs and practitioners, such as: Noor Ahmad Hamid, CEO, PATA; Insook Lee, Executive Director for the Americas, Korea Tourism Organisation; Karen Yu, Group Editor, TTG Asia Media; Deepak Joshi, Advisor, PATA Nepal Chapter; Soon-Hwa Wong, PATA Ambassador for Greater China; and Yang Li, Head of Public Affairs, Asia Pacific, Booking.com.

Featured stories include community-led responses to overtourism in Hawaii, tourism enterprises in Lao PDR that connect conservation with local livelihoods, and destination models in the Philippines and Thailand that rethink the relationship between people, place, and prosperity. The series also follows students and educators examining how tourism can preserve cultural identity, explores how Indigenous knowledge continues to shape stewardship in the Marianas, and looks at how hospitality businesses are redefining sustainability, luxury and long-term value. Together, these films offer a glimpse into the people and ideas shaping a more thoughtful future for tourism across the Asia Pacific region.

The series reflects PATA’s commitment to advancing a meaningful Pacific Asia tourism economy – one in which tourism supports long-term social, cultural, environmental and economic outcomes.

PATA CEO Noor Ahmad Hamid said, “As PATA celebrates its 75th anniversary, Pacific Asia: Tourism with Purpose reflects our ongoing commitment to sharing knowledge and showcasing practical solutions that support the future of tourism across the region. Through inspiring stories from destinations, businesses and communities, this series highlights how collaboration, innovation and responsible leadership can create lasting benefits for both people and places. We are proud to partner with Content With Purpose on this initiative and hope it inspires others to help shape a stronger, more resilient visitor economy.”

The series is intended for tourism professionals, destination management organisations, government and public-sector leaders, businesses, educators, researchers, students, investors and communities with a role in shaping the visitor economy.

It also supports PATA’s wider work to share knowledge, enable networking and protect tourism economy assets through innovation, collaboration and adaptability.

The digital launch follows a preview of the series at the recent PATA Travel Mart 2026, where members of the regional tourism community were given an early look at the stories and perspectives featured in the films.

Pacific Asia: Tourism with Purpose is now available to watch for free here

(Source: PATA)

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In a message to the association’s global membership, Oh said: 

“Our thoughts are with Nepal following the devastating flash floods of 26 August, which have caused significant loss of life and widespread damage along specific river corridors in the Bhote Koshi and Trishuli areas, particularly in Rasuwa district and downstream communities. 

“Our deepest condolences go to the families who have lost loved ones, and our solidarity goes to our colleagues, their families, local communities, guides, drivers, porters, and tourism businesses directly affected by the disaster. We also extend our respect to the first responders, search and rescue teams, and all those working in extremely difficult conditions.”

“At the same time, as the situation continues to develop, it is important that we provide travellers and tourism stakeholders with an accurate picture of what has been affected — and what has not.

“The impact of the floods is significant, but it is geographically concentrated. The vast majority of Nepal remains unaffected and continues to welcome visitors. Kathmandu Valley, Pokhara and the Annapurna region, the Everest and Khumbu region, Chitwan, Bardiya, Lumbini and the Terai, as well as Nepal’s airports and major tourism infrastructure, continue to operate. The affected areas are concentrated along specific corridors, including parts of Rasuwa, Langtang and the Bhote Koshi, where search and rescue and recovery operations are ongoing.

“For international travellers and the tourism industry, this distinction matters. Nepal is a country of extraordinary geographic and cultural diversity, and conditions in one river corridor should not be taken to represent the situation across the entire country. We therefore encourage travel businesses, media, travellers and other tourism stakeholders to rely on verified information and to assess travel plans based on the specific destination or route concerned.

“For Nepal’s tourism community, continued responsible travel to unaffected destinations is also an important way of standing with the country at this difficult time. Tourism provides livelihoods for millions of people, and continued visitor activity in destinations that remain operational can help sustain businesses, workers and communities. At the same time, recovery efforts focus on the areas most directly affected.

“Nepal has been part of the PATA family since our earliest years. The PATA Nepal Chapter and Student Chapter are among the most active in our network, and our connections across the country extend far beyond our membership. At a time like this, our responsibility is to stand alongside our colleagues, their families and communities, while also helping ensure that Nepal’s tourism economy can continue to support livelihoods and contribute to recovery.”

OH’s message identifies two support paths

Give to the Nepal Tourism Recovery Fund

The PATA Foundation’s Nepal Tourism Recovery Fund will be live shortly, focused on recovering tourism livelihoods — the guides, drivers and porters, and the families running the homestays, lodges, teahouses and small hotels along the affected corridor. Many of these families have lost their premises and their equipment as well as their homes, and with them the income they would have earned this season. Helping them rebuild is how income returns to the affected communities, and it is work our industry is well placed to support.

“This is where we are asking members, their customers and their networks to direct support.”

Oh confirmed the association will share the donation route through PATA’s channels and on patafoundation.org, which he asked members to be ready to pass it on to their own customers and networks.

“If your organisation would like to contribute directly, or discuss a larger commitment, write to foundation@pata.org now, and we will come back to you.”

Check what you are telling travellers about Nepal

“As set out above, the effects of the floods are concentrated along one river corridor. International coverage has not consistently made that distinction, and trips are being cancelled to parts of Nepal that were not affected. This is also the main planning and booking season for travel to the country, which makes the accuracy of published information particularly important at this moment,” Oh concluded

Where to get accurate information

NepalNow — the Nepal Tourism Board’s live travel information page, updated daily, with destination-by-destination status, a corridor map, traveller FAQs and emergency contacts: nepalnow.travel

Rely on figures issued by Nepal Police and the NDRRMA, and do not repeat unverified numbers.

PATA Nepal Chapter —  www.pata.org.np 

The Chapter will confirm operating conditions in the affected region as the situation stabilises. Chairman

Contact PATA Foundation

Pacific Asia Travel Association (PATA)Foundation enquiries: foundation@pata.org 

(Source: PATA)

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The collaboration brings together MATTA’s extensive network of travel and tourism industry players with Alibaba Cloud’s expertise in cloud computing, AI and digital technologies. The partnership aims to help tourism businesses become more innovative, competitive, and digitally ready in an increasingly technology-driven global tourism landscape.

Under the MoU, both parties will explore a range of initiatives, including adopting AI-powered digital solutions among MATTA members, capacity-building and training programmes, SME digital enablement, tourism marketing and promotion, smart tourism initiatives, industry research and development, and participation in industry events and knowledge-sharing programmes.

A key focus of the collaboration will be encouraging MATTA members, particularly small and medium-sized travel enterprises (SMEs), to leverage emerging technologies such as AI, cloud computing, data analytics, e-commerce and cybersecurity to enhance operational efficiency, customer engagement, marketing capabilities and overall business competitiveness.

The collaboration will also explore Alibaba Cloud’s AI technologies, including its proprietary AI model Qwen and all-in-one workplace AI agent QwenWork, to support the digitalisation of travel businesses and develop practical AI applications relevant to the tourism sector. These technologies could support tourism businesses across areas such as customer engagement, productivity, content creation and personalised digital experiences, helping them translate AI capabilities into practical business applications.

MATTA and Alibaba Cloud will also explore opportunities to jointly organise workshops, seminars, certification programmes and other knowledge-sharing initiatives to equip tourism industry professionals with the skills and knowledge required to navigate the rapidly evolving digital economy.

The MoU also provides a framework for both parties to explore tourism marketing initiatives through Alibaba’s digital ecosystem and platforms, including potential cross-border digital marketing opportunities to promote Malaysian tourism products and destinations to international travellers.

MATTA President Nigel Wong said the collaboration reflects MATTA’s commitment to ensuring that Malaysia’s travel and tourism industry remains future-ready and able to harness the opportunities presented by AI and digital technologies.

“Digital transformation is no longer an option but an important component of the future competitiveness of the travel and tourism industry. Through this collaboration with Alibaba Cloud, MATTA hopes to provide our members with greater access to knowledge, technology and practical solutions that can help them improve productivity, enhance customer experiences and grow their businesses.”

He added that the partnership would also support MATTA’s broader efforts to promote innovation and technology adoption across the tourism ecosystem.

Choong Hon Keat, Deputy General Manager of Southeast Asia Region, General Manager of Malaysia, Alibaba Cloud Intelligence, said:

“AI and cloud technologies are creating new opportunities for tourism businesses to improve operational efficiency, enhance customer engagement and deliver more personalised digital experiences. Through our collaboration with MATTA, we look forward to bringing our technology capabilities and expertise closer to its extensive network of members, particularly SMEs, and supporting them in exploring practical ways to harness AI for innovation and growth.”

The collaboration will initially focus on exploring and developing mutually beneficial initiatives, with specific programmes and projects to be further agreed upon by both parties from time to time.

Through this partnership, MATTA and Alibaba Cloud aim to contribute towards building a more digitally capable, innovative and technology-driven Malaysian tourism industry, while creating new opportunities for travel businesses to compete effectively in the evolving global tourism landscape.

(Source: MATTA)

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Founded in 1950, Club Med operates 69 premium resorts worldwide and has established a global sales network spanning six continents and over 40 countries and regions.

Club Med’s products include sun‑and‑beach destinations, mountain and ski locations, and near‑urban destinations. For its mountain‑and‑ski offerings, Club Med has a presence in all four of the world’s major ski destinations: the European Alps, Hokkaido in Japan, North America and Northeast China. 

Club Med has a 76-year brand heritage, a premium all-inclusive resort model and a distinctive G.O. (Gentils Organisateurs, or “Gracious Organisers”) culture. These qualities enable Club Med to provide guests with immersive vacation experiences characterised by active participation and emotional connection. 

Leveraging Club Med’s brand influence and global operating capabilities, ClubMed Lifestyle Group expands its vacation offerings through an asset-light model, including Integrated Vacation Destinations and Cultural-Tourism Complexes, as it continues to build diversified vacation lifestyles. With the mission of “Better Vacation, Better Life”, it is committed to delivering high-quality vacation experiences to guests worldwide.

WTTC President & CEO Gloria Guevara said: “We are delighted to welcome ClubMed Lifestyle Group as a Global Member. For more than seven decades, Club Med has helped shape the global leisure travel landscape, building a trusted premium brand with a worldwide footprint and a strong reputation for delivering exceptional guest experiences. Through its combination of world-class resort operations, innovative vacation concepts and expanding lifestyle offerings, ClubMed Lifestyle Group reflects the dynamism and long-term vision that are driving the future of Travel & Tourism.”

Fosun International, Chairman of ClubMed Lifestyle Group, CEO Xiaoliang Xu said: “We look forward to engaging in business discussions with tourism business leaders and experts from across the globe. We hope to explore more collaboration opportunities and jointly identify the future development directions of the tourism industry.”

(Source: World Travel & Tourism Council)

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With over 50 years of experience, Piñero has an integrated business model covering development, management, and services across the travel value chain.

Its hospitality division operates 25 owned hotels across Spain, Mexico, the Dominican Republic and Jamaica, under a range of management models. 

Real Estate & Golf focuses on developing premium residential communities and operating PGA of America-accredited golf courses in the Caribbean. 

Soltour, an independent tour operator in Spain and Portugal, leads its travel sector. At the same time, the mobility segment delivers land and maritime transport solutions that complement the broader tourism offering.

WTTC President & CEO, Gloria Guevara, said: “As an international tourism group with over 50 years of experience, Piñero brings valuable expertise across hospitality, real estate, travel, and mobility. Their strong commitment to a regenerative approach to tourism and creating positive impact in destinations aligns closely with WTTC’s priorities. It will further strengthen our collective efforts to drive a more sustainable and resilient Travel & Tourism sector worldwide.”

(Source: WTTC)

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The research highlights the destinations and source markets expected to drive the next phase of tourism growth across the region.

The updated outlook projects that international visitor arrivals (IVAs) across 39 Asia Pacific destinations will reach 714.9 million in 2026, increasing to 758.8 million in 2027 and 789.2 million by 2028. By the end of the forecast period, visitor arrivals are expected to reach 115.6% of 2019 levels, confirming that the region has moved beyond recovery and entered a new phase of tourism expansion. 

“Change is no longer an occasional disruption; it is the new constant,” said PATA CEO Noor Ahmad Hamid. “The destinations and organisations that thrive will be those that can adapt quickly, innovate continuously, and respond with agility to an increasingly complex and fast-changing world.”

“The latest forecasts demonstrate the remarkable resilience of Asia Pacific tourism. While the region continues to grow and recover, success will increasingly depend on destinations’ ability to navigate geopolitical uncertainty, evolving traveller behaviour, connectivity challenges, and rising operational costs. This is precisely why timely, data-driven insights have become essential for strategic decision-making.”

One of the report’s key findings is the growing divergence in destination performance across Asia Pacific. While the region as a whole is expanding, some destinations are significantly outperforming others in terms of growth and recovery.

Highlights: APAC destination recovery and growth

Among the region’s 10 largest destinations, Vietnam is forecast to record the strongest growth between 2025 and 2027, with IVAs increasing by 31.2% to reach 27.8 million. This is followed by Macao, China (+19.4%), Japan (+15.8%), Hong Kong SAR (+13.9%), Türkiye (+12.7%), and Malaysia (+11.6%), reflecting strong demand, enhanced connectivity, and continued investment in tourism development.

By contrast, some of the region’s largest destinations are entering a more mature phase of growth. China, while remaining Asia Pacific’s largest destination with 157.8 million arrivals projected in 2027, is expected to grow by just 2.2% over 2025 levels. Thailand and the USA are likewise forecast to record more modest gains of 5.2% and 9.0% respectively, highlighting increasing competition across the region.

Looking further ahead, Mongolia is forecast to achieve the highest recovery rate by 2028, reaching 177.8% of its 2019 arrival levels. Japan, the Maldives, Vietnam, and Sri Lanka are also projected to outperform their pre-pandemic benchmarks significantly.

On the other hand, Thailand is expected to return to its pre-pandemic level only by 2028. The USA, Chinese Taipei, the Philippines, Myanmar, and several Pacific Island destinations, however, are projected to remain in recovery mode through to the end of the forecast period.

Of the 39 destinations included in the report, about 27 are projected to exceed pre-pandemic arrival volumes in 2027, rising to 30 in 2028.

Notable outbound market sources

The forecasts also provide important guidance for destination marketing organisations, airlines, airports, and tourism investors. China is projected to remain the Asia Pacific region’s largest outbound source market in 2027, generating nearly 127 million visitor arrivals across the region, followed by the USA with 65.2 million. Both markets are expected to grow by approximately 18% compared to 2025.

Korea (ROK), Canada, and Mexico are also forecast to generate substantial outbound traveller volumes, although growth rates are expected to vary across these markets.

Challenges and opportunities on the horizon

Despite the positive outlook, the report identifies several risks that could influence tourism performance over the coming years. Escalating geopolitical tensions and energy market volatility have increased concerns regarding fuel prices, aviation costs, and air connectivity. Continued inflationary pressures and higher living costs in several source markets may also affect discretionary travel spending, particularly among middle-income households and long-haul travellers.

At the same time, expanding airline networks, airport developments, improved visa facilitation measures, and strengthening intra-regional travel demand are expected to support continued growth across many destinations.

The PATA Asia Pacific Visitor Forecasts 2026-2028: Mid-Year Update provides annual and quarterly forecasts for 39 destinations across Asia Pacific, alongside analysis of major source markets, destination performance trends, and the macroeconomic and geopolitical factors shaping the future of tourism.

The report can be purchased on the PATA website at the following link: www.pata.org/research-q1v63g6n2dw/p/apac-visitor-forecast-2026-2028-midyear-update.

(Source: PATA)

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The position was advertised through the association’s newsletters, trade channels, and social media platforms following an announcement by the Association’s Chair, Henry Oh.

 Applications will be accepted until Thursday, 20 August 2026, at 1700 Indochina Time (GMT+5).

Details of the position, eligibility requirements, and the application process are available on the PATA Careers page at www.pata.org/careers. 

To support the recruitment process, the Executive Board has appointed a Selection Committee to review, evaluate, and shortlist applicants. The committee will submit its recommendations to the Executive Board for consideration. The recruitment process is expected to be completed by October 2026.

The current PATA CEO, Noor Ahmad Hamid, will complete his three-year contract on 30 September 2026 and has opted not to seek a three-year renewal.

Before taking the PATA CEO post, he served as MYCEB’s chief operating officer (Malaysia Convention and Exhibition Bureau) from June 2021 to May 2023.

PATA is celebrating its 75^th anniversary this year.

(Source: PATA)

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A prominent cultural tourism conglomerate providing leisure and MICE offerings, Chimelong Group aims to support the Asia-Pacific visitor economy through tourism research and the exchange of data and intelligence to drive initiatives that advance responsible tourism practices in the region.

“As one of Asia’s most innovative tourism enterprises, Chimelong Group has demonstrated how world-class attractions and experiences can inspire travel, create economic opportunities, and contribute to destination development,” said PATA CEO Noor Ahmad Hamid. 

Key partnership elements 

Enhance the value and perceived value of the Asia Pacific visitor economy.

Strengthen engagement between governments and national tourism organisations.

Promote the benefits of reliable and comprehensive tourism intelligence.

By bringing together PATA’s industry expertise and its global network with Chimelong Group’s innovative approach to cultural tourism and hospitality, the partnership creates opportunities for future cooperation to support the long-term growth and success of the visitor economy across Asia Pacific.

About Chimelong Group
Chimelong Group, established in 1989, is a cultural tourism enterprise operating theme parks, resort hotels, cultural performances, dining, business conventions, and educational programmes.  Over the past 36 years, the group has developed three world-renowned cultural tourism resorts: Chimelong Guangzhou Resort, Chimelong Hengqin Resort, and Chimelong Qingyuan Resort. 
Together, they feature seven major theme parks, nine resort hotels (with over 10,000 rooms), and three international circus theatres. It is ranked among the top theme park groups globally, and Chimelong welcomes over 40 million visitors each year.

(Source: PATA)

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MATTA acknowledges the government’s commitment to fiscal prudence but firmly disputes the recent characterisation by the Minister of Finance II, Datuk Seri Amir Hamzah Azizan, that diesel subsidies for tourism transport operators would only benefit foreign tourists. 

MATTA strongly believes that a broader view of how these vehicles are used would support the case for their inclusion in the scheme.

“Tourism vehicles serve both Malaysian and international tourists every day. Licensed tourism transport operators provide services not only for inbound visitors but also for domestic holidaymakers, school groups, corporate events, incentive travel, religious pilgrimages, educational tours, and community programmes.

It is therefore incorrect to assume that diesel subsidies for tourism transport operators would benefit only foreign tourists.

To say this subsidy only helps foreigners ignores the reality of how our tourism transport industry operates. This decision, if left unchanged, will raise fares for Malaysians and may even force them to consider utilising unlicensed service providers,” said MATTA President Nigel Wong.

The removal of diesel subsidies will directly increase operating costs for tourism transport operators, which will inevitably be passed on through higher fares and more expensive travel packages for both Malaysians and international visitors.

As the country accelerates its Visit Malaysia 2026 campaign, higher transport costs threaten to undercut the very affordability that drives domestic tourism and inbound arrivals.  

More affordable tourism services would encourage Malaysians to explore destinations within the country rather than travel abroad, while also enhancing Malaysia’s appeal to international visitors.

This would support the growth of both domestic and inbound tourism, in line with the government’s objectives to strengthen the tourism sector.

Higher tourism activity generates a multiplier effect throughout the economy. Increased visitor arrivals and domestic travel create greater business opportunities for hotels, restaurants, attractions, retailers, transport operators, and local communities.

This translates into higher business revenue, more employment opportunities, increased tax collections, greater foreign exchange earnings, and stronger economic growth. In the longer term, these economic benefits could outweigh the costs of providing targeted diesel subsidies to licensed tourism transport operators.

This issue is especially significant for destinations such as Sabah, where tourism relies heavily on road transportation due to the state’s vast geography and dispersed attractions.

High transport costs risk making destinations across Malaysia less competitive and could discourage both domestic and international travel, particularly as the nation intensifies its Visit Malaysia 2026 campaign.

Tourism is an intensely competitive industry. Malaysia is competing directly with neighbouring Southeast Asian destinations such as Thailand, Indonesia, Vietnam, and the Philippines, many of which continue to provide various forms of support to their tourism sectors. Any increase in operating costs reduces Malaysia’s competitiveness and may divert visitors to alternative destinations.

Since the onset of the global energy price crisis, MATTA has worked closely with the Ministry of Tourism, Arts and Culture (MOTAC) to address the challenges faced by the tourism industry.  

MATTA has presented its case to the Ministry of Finance for a review of the diesel subsidy programme’s exclusions. 

MATTA’s request for a review

Review the exclusion of licensed tourism transport operators from the diesel subsidy programme, considering the broader Malaysian public they serve.

Engage with MOTAC and industry stakeholders to explore a targeted, well-governed subsidy mechanism for licensed operators.

Consider tourism transport as a strategic enabler of both domestic mobility and the tourism economy, in support of VM 2026.

The government has repeatedly emphasised the importance of tourism as a key contributor to the national economy. Ensuring that tourism transport operators remain competitive is fully aligned with that objective and with the aspirations of Visit Malaysia 2026.

(Source: MATTA)

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