The clear shifts and questions will be explored in both the conference programme and the exhibition during ITB China, which will convene from 26 to 28 May at the Shanghai World Expo Exhibition & Convention Centre.

Quoting Youth Travel Trends 2026, published by the WYSE Travel Confederation in November 2025, ITB China assures the “outlook for youth, student, and educational travel remains broadly positive”. 

However, expectations are evolving rapidly. Rigid, checklist-style itineraries focused on city sightseeing are losing relevance, while authentic, participatory experiences with a strong sense of place are increasingly in demand.

This transformation is clearly visible in outbound educational travel. Programs centred primarily on school visits, landmarks, and museum entries are becoming less compelling on their own. Instead, the focus is shifting toward integrated thematic learning journeys, where classroom learning, local observation, interactive assignments, and group-based activities are combined into a cohesive educational experience.

Market expansion meets sharper differentiation

StudyTravel Magazine observed a similar trend between late 2025 and early 2026. Across junior programmes, summer schools, young adult programs, and tailor-made short-stay group formats, supply continues to expand. Yet the key change is not only volume growth. Short-term programs are becoming more flexible, themes more focused, and target groups more precisely defined by age and interest.

New decision logic: Outcomes over itineraries

As a result, decision-making has become more specific for schools, parents, and students. The critical questions are now: why this theme, why this combination of destinations, what participants will actually do during the program, and what tangible outcomes they will take away. These criteria are increasingly more important than the length or density of sightseeing schedules.

At the ITB China 2026 Conference, educational travel will be a dedicated topic within the broader discussion of travel product and experience design.

Beyond the conference programme, educational travel will also be a key highlight in the ITB China 2026 exhibition area, bringing together exhibitors, including destinations with educational tourism offerings, schools, universities, museums, and research institutions.

(Source: ITB China)

The post ITB China explores educational travel trends appeared first on TTR Weekly.

The partnership will support the airline in further strengthening its presence in the Chinese market and deepening engagement with travel trade, corporate, and MICE partners.

Malaysia Airlines will showcase its expanded China network and digital travel experiences at ITB China 2026, further strengthening its long-term commitment to the China market.

Malaysia Aviation Group Chief Commercial Officer of Airline Business Dersenish Aresandiran said: “Being named the Official Airline Partner of ITB China 2026 is a proud milestone… As we expand in Shenzhen and Changsha with new services, this partnership is a key way to deepen our engagement with travel agents, corporate customers, and MICE partners, and to strengthen tourism and business links between China and Malaysia ahead of Visit Malaysia 2026. 

Messe Berlin (China) Deputy General Manager, Lydia Li Dof commented: “We are delighted to welcome Malaysia Airlines as the Official Airline Partner of ITB China 2026. Leveraging its Kuala Lumpur hub, the airline’s participation will introduce strong international air connectivity to the show and create more practical opportunities for collaboration across travel trade, corporate travel and MICE segments, further supporting the growth of two-way tourism between China and Malaysia.”

Malaysia Airlines continues to accelerate its expansion in China, strengthening both its route network and engagement with key customer segments. Following the resumption of its flights to Chengdu in January, the airline will launch daily flights from Shenzhen to Kuala Lumpur on 2 July, followed by new services from Changsha to Kuala Lumpur on 9 July.

With these additions, Malaysia Airlines will operate flights to nine destinations in Greater China – Beijing, Shanghai, Guangzhou, Xiamen, Shenzhen, Chengdu, Changsha, Hong Kong, and Taipei – with up to 74 weekly frequencies. By number of destinations served, China will become the airline’s second-largest international market.

At the same time, Malaysia Airlines is placing greater emphasis on high-value travellers and industry partners, supported by products and services such as MHcorporate and Bonus Side Trip programme, further enhancing its offering across both business and leisure travel segments.

The post Malaysia Airlines partners with ITB China appeared first on TTR Weekly.

“Last year, I spoke about Tourism 2040, STB’s roadmap for the next chapter of quality tourism growth for Singapore,” she told a packed house of tourism leaders attending the annual gathering. “It sets out how we will respond to rising global competition, shifting demographics, and emerging opportunities, to reach our goal of SGD47 to SGD50 billion in tourism receipts by 2040. I am pleased to share that we are making good progress towards this long-term ambition.”

STB CEO: Speech standouts 

Changi Airport welcomed an all-time high of nearly 70 million passenger movements, while Singapore welcomed 375 ship calls and over 2 million passengers in passenger throughput.

The completion of the Marina Bay Cruise Centre Singapore expansion further reinforces Singapore’s status as Asia’s leading cruise hub.

The Formula 1 Singapore Airlines Singapore Grand Prix 2025 attracted the second-highest crowd since its first race, with over 300,000 attendees across three days.

Singapore’s  MICE industry continues to demonstrate robust growth.

In 2025, MICE tourism receipts grew by more than 35% from 2024, reaching SGD2.3 billion.

This year, STB projects SGD31 to SGD32.5 billion in tourism receipts and 17 to 18 million in international visitor arrivals, while recognising that the ongoing tensions in the Middle East pose unprecedented challenges to the tourism industry.

“Our tourism businesses are under strain from the crisis, and global uncertainty will persist. While visitor arrivals held up in the first quarter with a 3% year- on-year growth, we expect muted demand in the months ahead,” the STB CEO cautioned. 

In the year ahead, STB will intensify efforts to strengthen sector performance and resilience through the three pillars of Tourism 2040:

• Cultivating future Demand to seize high-growth opportunities;
• Creating an attractive Destination, as we push ahead with new initiatives to strengthen tourism products and experiences;
• Advance the development of a future-ready tourism sector.

She noted: “The SGD740 million tranche of the Tourism Development Fund will enable industry partners to pursue opportunities under these three pillars.”

Cultivating future demand

Singapore remains a vital air hub, maintaining strong connectivity to key visitor markets, including China, Indonesia, Australia, Malaysia, India, and beyond.

“Market diversification is a priority. We are establishing new flight connections to Palembang and Belitung in Indonesia; West Sydney, Newcastle and Sunshine Coast in Australia; and Dalian in China.” Ow noted

In 2026, Singapore’s hotel landscape welcomes new additions and transformations.

TUI Hotels & Resorts will debut in Singapore with Asia’s first The Mora property. Other new hotel openings include Asia’s largest Mövenpick hotel; Varel  Singapore, a Tribute Portfolio Hotel; and the newly rejuvenated Frasers House, a Luxury Collection Hotel, Singapore. 

(Source: Singapore Tourism Board)

The post Singapore’s resilient tourism faces challenges appeared first on TTR Weekly.

More than 2,700 attendees, including 730 buyers and travel agents from 32 countries, will converge in Adelaide for ATE26. They will meet with 1,400 Australian industry representatives from 674 tourism organisations.

There are more than 55,000 appointments scheduled over the next four days, with many more expected on the fringes of the event. Each of these meetings will contribute to new and strengthened relationships and partnerships that drive sustained growth in the tourism sector, and economic opportunity for all Australians.

Tourism Australia Managing Director Robin Mack said: “This year will see 74 new products offered, and 131 new buyer organisations attending for the first time, highlighting strong demand in the sector and in Australia in particular. 

“We acknowledge the impact of global shocks on the sector at this time. It makes Tourism Australia’s role more important than ever in shaping international demand and to lift sustainable yield and support dispersal, directing tourism revenues into Australia and across its regions.”

Tourism contributes significantly to Australia’s economy, supporting more than 700,000 jobs, attracting visitors to regional communities and sustaining around 300,000 businesses across the country.

ATE26 is being delivered in partnership with the South Australia Tourism Commission, which has provided support to ensure extraordinary experiences for attendees.

ATE26 should contribute an estimated AUD13.6 million to the local Adelaide economy. The last time the Australian Tourism Exchange (ATE) was held in Adelaide was in 2018. 

(Source: Tourism Australia)

The post Adelaide hosts the 46th ATE appeared first on TTR Weekly.

Celebrating a landmark 50^th anniversary, the sporting spectacular will run from 19 June to 1 July. The boat races also bring a festive programme to the Tsim Sha Tsui Promenade, spanning 13 days and featuring traditional culture, interactive workshops and performances. 

Set against Hong Kong’s world-famous skyline, the Sun Life Hong Kong International Dragon Boat Races will bring together teams from around the world from 27 to 28 June, transforming the Tsim Sha Tsui waterfront into a vibrant hub of culture, sport and entertainment.

The grand scale of the event belies its humble beginnings.

What started five decades ago as a competitive extension of a local cultural ritual has evolved into a dynamic, citywide celebration that blends heritage with sports.

Dragon boat racing in Hong Kong traces its roots to traditional rituals performed by fishing communities, where vessels were once used to dispel bad luck and pray for peace and safety.

In 1976, the city hosted its first international race in Shau Kei Wan Typhoon Shelter, welcoming just 10 teams and marking the birth of modern international dragon boat racing.

Fast forward to today, this year’s races will welcome over 220 elite teams from 16 countries and regions over the two-day race schedule on 27 to 28 June, reinforcing Hong Kong’s position as the Events Capital of Asia.

For more information about the Sun Life Hong Kong International Dragon Boat Races, visit the event website: https://www.discoverhongkong.com/eng/events/dragon-boat-festival.html.

(Source: Hong Kong Tourism Board)

The post 50th Hong Kong International Dragon Boat Races appeared first on TTR Weekly.

The signing ceremony, witnessed by YAB Chow Kon Yeow, Chief Minister of Penang, marked an important step forward in strengthening Penang’s position as a premier destination for business events, corporate engagement, and industry networking.

Speaking at the ceremony, PCEB Chief Executive Officer Ashwin Gunasekeran said the partnership reflects a shared ambition to create value beyond the event itself.

“The Penang Golf Challenge is envisioned as a platform where business naturally happens. It brings together decision-makers, industry leaders, and corporate stakeholders in an environment that encourages genuine interaction and stronger relationships,” he noted.

Penang’s Chief Minister, YAB Chow Kon Yeow, commented: “The partnership demonstrates the kind of forward-thinking collaboration that will continue to support Penang’s growth. Marriott International is a globally recognised brand, and its involvement brings credibility, visibility, and access to wider corporate networks. This partnership aligns with Penang’s broader aspirations under Penang2030, as we continue to strengthen our competitiveness.”

The Penang Golf Challenge should evolve into an annual signature event that not only enhances business networking opportunities but also further positions Penang as a destination for business events and corporate engagement. 

Both PCEB and Marriott International Malaysia expressed confidence that this collaboration will deliver lasting value to the local industry and contribute positively to Penang’s continued development as a leading business events destination.

(Source: PCEB)

The post PCEB launches Penang Golf Challenge appeared first on TTR Weekly.

Based on over 700,000 member ratings and reviews, the Escape Lounge at Portland International Airport was named Global Lounge of the Year. 

Regional Lounge of the Year winners included Lounge Fukuoka in Japan (APAC), Vienna Lounge in Austria (Europe), Club Kingston in Jamaica (Latin America and the Caribbean), and Bidvest Premier Lounge in Johannesburg, South Africa (Middle East and Africa).

The Lounge of the Year award celebrates the highest-rated lounges across the global Priority Pass network, as rated by Priority Pass members. Member ratings and reviews across a range of criteria are assessed, including the quality of facilities, the standard of customer service, the food and beverage selection, comfort, ambience, and overall member satisfaction.

Overall Global Winner: Escape Lounges, Portland International Airport, US

Blending contemporary design with a strong sense of local identity, the Escape Lounge at Portland International Airport stood out for delivering an experience that feels distinctly rooted in its surroundings. Set within one of North America’s most design-led airport environments, the lounge reflects a broader shift towards more thoughtful, place-driven experiences that resonate with travellers.

Regional Winner (APAC): Lounge Fukuoka, Fukuoka International Airport, Japan

In APAC, Lounge of the Year was awarded to Lounge Fukuoka at Fukuoka International Airport, in recognition of delivering an elevated experience that makes the lounge a destination in its own right. Designed with a bright and open layout, the space offers close-up views of the runway and parked aircraft, complemented by a serene, wood-toned aesthetic that promotes comfort and relaxation. This is enhanced by authentic dining experiences featuring local specialities such as Tonkotsu Ramen and Kashiwa Rice, alongside seasonal local sake and Costa Coffee, thereby celebrating the region’s distinct culinary identity. 

APAC winners 

Winner: Lounge Fukuoka – Japan

Highly Commended: Kyra Lounge (near Gate 23) – Hong Kong 

One to watch 

New for 2026, the One to Watch category shines a spotlight on the lounges that have significantly raised their game over the past 12 months, as reflected in Priority Pass member ratings and reviews. These standout spaces show a clear, ongoing commitment to enhancing the overall experience and quickly establishing themselves as future leaders within the category. In APAC, the refreshed KoCoo Lounge at Tokyo Narita International Airport was crowned One to Watch. 

This year’s awards reflect a clear shift in what defines excellence in the airport experience. In 2026, travellers are placing greater value on experiences that feel genuinely considered rather than simply convenient. 

“Now in its 18th year, the Priority Pass Excellence Awards continue to showcase the very best of our global network, and each year, our partners raise the bar even higher,” said Collinson International CEO Christopher Evans. “With demand for premium travel experiences at an all-time high, travellers are increasingly looking to make every moment of their journey more meaningful and memorable. Travellers today expect versatility, quality, and genuine local experience, and our partners are delivering on all three. The Lounge of the Year and One to Watch categories recognise the partners who consistently go above and beyond to deliver exceptional moments that truly enhance the journey for our members.”

(Source: Priority Pass)

The post Priority Pass reveals best airport lounges appeared first on TTR Weekly.

LUXlife magazine celebrates its 10th anniversary by honouring the very best in global travel and tourism, including Asia Pacific Superyachts, named best in the yacht services and management business sector.

“Asia Pacific Superyachts owner-agents and their teams are deeply appreciative of winning this reward. Our APS network of offices spread throughout superyacht & luxury yacht destinations in the Asia Pacific area is always ready to go above and beyond to create amazing adventures and memorable experiences”, said APS co-founder & director, Gordon Fernandes. “It is truly an honour to receive this recognition as the highly regarded Travel & Tourism Awards are designed to showcase the very best this industry has to offer, covering the full spectrum of travel experiences to ensure truly unforgettable travel and holidays.” 

Recognising the success of the winners on this anniversary occasion, Awards Coordinator Kaven Cooper commented: “It is always a pleasure to recognise businesses committed to elevating the travel experiences of their guests, and this year’s awardees are no different. This hard-earned recognition is a testament to their willingness to go above and beyond.” 

See Asia Pacific Superyachts and other winners featured in the award official winners list here: https://lux-life.digital/hall-of-fame/tourism-awards-2026/. 

LUXlife Magazine is a premium lifestyle publication based in the UK and founded in 2015 by the publishing company AI Global Media Ltd.

(Source: Asia Pacific Superyachts)

The post Asia Pacific Superyachts wins award appeared first on TTR Weekly.

Organised by Travel Daily Media, the one-day TDM Global Summit 2026, convened on 29 April, bringing together 500 senior travel and tourism leaders against the backdrop of ongoing geopolitical uncertainty and the 2026 Gulf War conflict.

Hogan declared in his keynote presentation during the summit’s opening session: “What has been damaged is not the product, but the perception.”

He highlighted that world-class infrastructure across the Persian Gulf countries continues to serve as a critical foundation for recovery. Major regional hubs collectively handle a significant share of global transit traffic, while leading airlines such as Emirates, Etihad and Qatar Airways act as powerful national brand ambassadors.

Speaking on the theme “Destination Branding in a Time of Crisis: A Recovery Playbook for the Gulf States”, Hogan delivered a compelling analysis drawn from decades of leadership at the highest levels of global aviation.

Hogan’s career spans senior roles with Gulf Air, Etihad Airways and numerous international travel and hospitality organisations. His insights carried particular weight given his role in transforming Etihad into one of the fastest-growing airlines in aviation history.

A key concept outlined in his presentation was the “stay and spend” flywheel, whereby transit passengers are converted into stopover visitors, extended stays and ultimately repeat guests. This model, he argued, will play a vital role in accelerating recovery.

Hogan also stressed the importance of regional cooperation over competition. Drawing parallels with ASEAN, he urged Gulf states to adopt a unified approach, competing nationally but marketing collectively. “No destination benefits from winning market share at the expense of its neighbour during a crisis,” he said.

Another critical takeaway was the role of aviation as the catalyst for recovery. Airlines, Hogan explained, are both the first and last touchpoints of the traveller journey, making them central to restoring confidence. Route resumptions should be viewed not simply as operational decisions, but as strategic marketing signals to the world.

Equally important, he highlighted the human dimension of tourism. “People are the brand,” he said, pointing to frontline staff across airlines, hotels and tourism services as the true ambassadors of destination identity. Authentic service, cultural confidence and personal interaction will be decisive factors in rebuilding traveller trust.

Despite the economic headwinds, including downgraded global and regional growth forecasts and potential employment impacts, Hogan struck an optimistic tone. He concluded that the Gulf’s brand strength, infrastructure and service culture position it well for recovery.

“The question is not whether the Gulf will come back,” he said. “It is how fast.”

About the Author
Andrew J Wood is a Bangkok-based media executive, travel writer and former hotel executive specialising in Asian tourism.

The post Summit calls for unity in times of crisis appeared first on TTR Weekly.

 A new dedicated segment explores how culture, technology, and lifestyle are reshaping premium travel demand.

The luxury segment responds to a clear market shift. Experiences rather than possessions increasingly drive demand in China’s high-end travel sector. 

At ITB China 2026, luxury travel will take centre stage across both the exhibition floor and conference programme. The B2B event is particularly relevant for travel buyers sourcing luxury and tailor-made products, industry professionals tracking developments in the premium travel segment, and media representatives covering the ongoing evolution of high-end, experience-driven travel. The goal is to explore how luxury travel is changing in one of the world’s most dynamic outbound markets.

Why luxury travel is changing

Luxury travel in China is entering a more mature phase. Growth is no longer driven by scale alone, but increasingly by quality, meaning, and emotional value. Experiences are becoming more curated, more personal, and more closely linked to individual identity and lifestyle.

Multiple industry studies support the transformation. Hurun 2026 and Bain 2025 both point to a continued rise in travel, wellness, and experience-led spending among affluent Chinese consumers.

The Virtuoso Luxe Report 2026 confirms strong global demand for luxury travel. It highlights cultural immersion, wellness journeys, and multigenerational travel as key drivers of growth.

At the same time, the Amadeus Travel Trends 2026 report shows that AI is accelerating the rise of hyper-personalised travel experiences. Personalisation is no longer a premium feature. It is becoming the baseline.

Luxury travel segment at ITB China 2026

The dedicated luxury travel segment at ITB China 2026 will explore how luxury is being redefined across global markets and evolving lifestyles, with a strong focus on experience-driven value creation. It connects market insights with real business opportunities and brings together key players shaping the future of premium travel. 

Top exhibitors include premium destinations, high-end hotels, resorts, and tailor-made travel specialists such as Department of Culture and Tourism Abu Dhabi, Gran Canaria Spain, Century Cruises, Luxury Global Travel Polar travel, Luxury Lodges of Latin America, Re ’em Yarra Valley at Helen & Joey Estate, Robane Luxury Lodge, Rowland Safaris, StarRides, Tahiti Tourisme, The Islands of The Bahamas, The Reverie Saigon @ Times Square (Vietnam) Investment Joint Stock Company, Tourism Seychelles China Office, Vedana Lagoon & Pilgrimage Village resorts, Vietnam, Wild Latin America Travel Co., Limited, Xinjiang Tag Travel, Tourism Fiji. Designed as a business platform, it enables discovery, networking, and the development of long-term partnerships.

The segment will also be reflected in the ITB China Conference programme, where it highlights the growing intersection between travel and adjacent industries such as art, fashion, wellness, and culture, reflecting broader shifts in consumer expectations. Within the conference context, discussions will address how luxury is evolving in response to these changes, how personalisation and technology are reshaping premium travel, and how travel experiences are increasingly used to express identity, meaning, and active participation.

Against this backdrop, the segment will focus on four strategic themes:

• The redefinition of luxury through evolving consumer values;

• The integration of travel with culture, wellness, art, and fashion;

• The shift beyond customisation toward identity-driven experiences;

• The strengthening of collaboration with leading luxury brands and media partners.

(Source: ITB China)

The post Luxury Travel at ITB China: A market in evolution appeared first on TTR Weekly.