The milestone comes as South Korea sharpens its national focus on regional tourism, with the administration describing tourism as a “core national strategic industry” and setting a target of 30 million foreign visitors annually by 2029. 

Busan has emerged as an example of this shift, welcoming approximately 3.43 million international visitors through August 2026 and outlining strategic priorities centred on longer stays, higher visitor spending, and building a more sustainable tourism ecosystem.

The partnership milestone comes as Busan hosts the 2nd Global City Tourism Summit from 26 to 28 October, where Agoda Senior Director North Asia Jay Lee delivered the keynote address on the first day. 

Jointly hosted and organised by Busan Metropolitan City, the Tourism Promotion Organisation for Global Cities (TPO), and the Busan Tourism Organisation (BTO), with support from the Ministry of Culture, Sports and Tourism and UN Tourism, the summit brings together cities and tourism industry representatives from around the world to explore cooperation on local tourism and sustainable urban tourism development.

Agoda and Busan’s partnership, formalised through a Memorandum of Understanding (MOU) signed in October 2025, positioned Agoda as a technology and data partner for the city’s inbound tourism goals. During the campaign period from April to August 2026, Agoda recorded a 77% increase in searches compared to the 140 days before the campaign launched. Agoda insights show that 40% of travellers who booked Busan through the campaign were first-time visitors to South Korea, while another 28% were repeat visitors discovering Busan for the first time. Taiwan, Japan, and China ranked as the top three source markets.

Lee shared: “A year into this partnership, we’re seeing more travellers discover Busan, a growing share of them visiting for the first time, and strong momentum behind Busan’s own Agoda Flagship Store. What excites us is what happens when a city’s tourism strategy and a digital platform’s capabilities point in the same direction. Our priorities now turn to keeping visitors in the city longer, growing in-destination spending, and expanding what travellers can discover across Busan’s districts. As South Korea sharpens its focus on regional tourism, we’re excited to take this model further, in Busan and beyond.”

(Source: Agoda)

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Its 10-booth pavilion will present Phu Quoc, host of APEC 2027, as a destination for meetings, incentives, conferences and exhibitions (MICE). Sun Group will also introduce an integrated travel offer combining its airline, Sun PhuQuoc Airways, seven hotels and hotel clusters, and the Visit Vietnam platform, presented jointly with strategic partner Visa.

Sun Group will present plans for Phu Quoc’s next development phase, backed by investments in infrastructure, convention facilities, and hospitality to support APEC 2027. The company expects these facilities to support international conferences beyond the event.

The island pairs convention venues and accommodation with experiences beyond the meeting room, from beachfront gala dinners and island excursions to evening shows and fireworks in Sunset Town, plus the three-rope cable car to Hon Thom.

Sun Group will also offer partners flights, accommodation and digital distribution to support multi-destination programs to Vietnam.

Sun PhuQuoc Airways links air travel with the group’s hotels and attractions. Representatives of seven hotels and hotel clusters in Phu Quoc, Da Nang, Quang Ninh and Hanoi will meet partners: Hilton Onsen Quang Hanh Resort, Novotel Danang Premier Han River, Ba Na Hills Resort by IHG, Rixos Phu Quoc Vietnam, New World Phu Quoc, Moxy & Fairfield Phu Quoc and Ascott Tay Ho.

Visa will join Sun Group in introducing Visit Vietnam, a government-endorsed platform developed and operated by Sun Group as part of Vietnam’s national digital tourism ecosystem, with support from the Ministry of Culture, Sports and Tourism and the National Data Association. 

It brings destination information and travel services together for travellers and gives international businesses a channel for joint marketing. The joint appearance is part of the comprehensive strategic partnership the two companies signed in September 2026.

(Source: Sun Group)

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Under the partnership, the two companies will cross-sell their services, leveraging each other’s extensive inventory and strong customer demand.

Under the agreement, Agoda will connect to ETG’s global hotel supply through the RateHawk API, adding millions of accommodation options across Europe, the US, Latin America, and the Middle East to its marketplace. This will broaden Agoda’s offering for travellers from Asia and beyond while giving more choice to those planning trips to popular destinations worldwide.

Agoda Vice President of Strategic Partnerships Danil Dachkevitch added: “Travel discovery is becoming less linear as travellers turn to a wider range of platforms and content for inspiration. Wherever their journey begins, we want them to find accommodation that suits their trip. This partnership combines Agoda’s deep understanding of Asia and global customer reach with Emerging Travel Group’s diverse supply, giving travellers more choice across both platforms.”

 For ETG, the partnership supports its strategic expansion in the Asia-Pacific region by strengthening its hotel supply and enhancing customer choice across the market.

ETG Managing Director for Consolidator Business Unit Nikita Elagin commented: “The Asia-Pacific region is an important destination market for our customers, across both leisure and corporate travel, with bookings growing at a double-digit rate annually. Agoda has a particularly strong hotel portfolio in the region, and by combining our supply, we can offer ETG customers a wider choice of accommodation and better serve their travel needs across APAC.”

According to ETG, East and Southeast Asia are among its top five destination markets, with bookings in the region growing by an average of 30% in 2026.

(Source: Agoda)

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A market breakfast, a regional recipe or a dish glimpsed online can make an unfamiliar place feel worth the journey. To celebrate World Food Day (16 October), Agoda shares six destination picks where a meal can start a longer stay.

Chiayi, Taiwan

Chiayi makes a persuasive case over a simple bowl of turkey rice: tender meat, warm rice and savoury gravy. Follow it with snacks at Wenhua Road Night Market. The city’s International Band Festival brings music into its streets at year’s end, giving visitors an evening of flavours and song.

Dong Van, Vietnam

On the rocky plateau around Dong Van, buckwheat is more than a flower to photograph. Its seeds become pancakes, noodles and cakes. Autumn’s buckwheat bloom and festival draw visitors into the area’s food and cultural traditions; market meals can turn a scenic stop into a trip built around local flavours.

Andong, South Korea

Andong’s old market is the place to try jjimdak, chicken braised with vegetables and glass noodles. When winter settles in, look for another local speciality: lightly spicy Andong sikhye, a rice drink traditionally served to guests at New Year. Together, they give travellers a taste of the city beyond its historic sites.

Shodoshima, Japan

Olive groves, soy sauce breweries and hand-stretched somen noodles make this Seto Inland Sea island a destination for curious eaters. Winter is a peak season for somen production, when visitors can see the craft behind the delicate noodles before sitting down to enjoy a bowl.

Chiang Rai, Thailand

A bowl of nam ngiao introduces Chiang Rai’s northern Thai cooking through its aromatic broth and local ingredients. Add sai oua sausage and chilli dips to the table, then stay for the city’s Loi Krathong traditional festival during the evening of 25 November.

Iloilo City, Philippines

Iloilo’s batchoy, noodles in a rich, savoury broth, is a great reason to explore its markets and local eateries. The Dinagyang Festival, which takes place in January, adds street dancing and music. Travellers who come for the celebration can make time to discover the food that gives the city its everyday character.

“Food can put a place on someone’s travel list before they know what else is there,” said Agoda Senior Vice President Supply Andrew Smith. “Sometimes the restaurant reservation comes first; sometimes it’s a local dish someone has seen on a social media post. Either way, that meal can lead travellers beyond the usual hubs. We’re highlighting the places behind those flavours and giving travellers a reason to explore further.”

(Source: Agoda)

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‘Aussie Specialist’ travel agents came from 17 tourism source markets, including China, the US and Canada, the UK and Europe, India, Korea, Japan, Southeast Asia and New Zealand to participate in the three-day event.

Designed to expand agents’ knowledge, skills and confidence in selling Australia, the event brought Aussie Specialist certified travel agents together for face-to-face meetings with Australian tourism businesses, with opportunities to see Australia firsthand during pre- or post-event familiarisations across the country, supported by all States and Territories.

Tourism Australia Managing Director, Robin Mack, commented: “We’re extremely proud to deliver this event in partnership with the Northern Territory, home to stunning wilderness areas and National Parks including Uluru: iconic, instantly recognisable to visitors and culturally significant for our First Nations peoples.

“The Aussie Specialist Program is Tourism Australia’s signature training program with 40,000 qualified travel agents selling Australia to the world through their exceptional knowledge of Australia’s tourism offering.

“Together with our airline partners, we are bringing around 300 Aussie Specialist agents to Darwin, with more than half of them visiting Australia for the first time. Before and after the event, they will travel around the country to personally experience what Australia has to offer and increase their ability to encourage visitors to plan and book an unforgettable trip.”

Tourism and Events NT CEO, Suzana Bishop, added: “With 26 sellers showcasing their products and more than 130 Territory businesses providing services and experiences, G’day Australia is creating opportunities right across our visitor economy, from accommodation and dining to transport, retail and tours. 

“These businesses will benefit from immediate spending while helping show international travel agents what makes a Territory holiday exceptional. That firsthand experience can translate into stronger recommendations, future bookings and lasting benefits for our industry.”

In total, G’day Australia welcomed over 500 attendees, including 122 Australian tourism businesses nationwide, with support from Tourism Australia and Tourism and Events NT staff on the ground. 

Tourism Australia delivered G’day Australia 2026 in partnership with Tourism and Events NT and its official airline partner, Singapore Airlines.

(Source: Tourism Australia)

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As Malaysia welcomes visitors for Visit Malaysia 2026–2027, the partnership merges Tourism Malaysia’s destination marketing with Alipay+’s global wallet ecosystem and AI capabilities. It aims to create a highly intelligent digital journey, connecting international travellers directly with local operators as well as Small and Medium Enterprises (SMEs), strategically distributing visitor spending beyond major hubs to support the broader economic goals of VM2026–2027.

The MoU builds on Alipay+’s significant momentum within Malaysia’s digital commerce ecosystem. In the first half of 2026, over 600,000 merchants, primarily SMEs, received payments from Alipay+ partner wallets and bank apps, marking a year-on-year increase of over 70%. Furthermore, traveller spending via DuitNow surged by more than 60%, establishing Alipay+ as the largest contributor to inbound QR transactions nationwide. Alipay+ currently connects over 2 billion user accounts with 150 million merchants across 210 destinations and operates through major national schemes like PayNet.

A core component of the collaboration is Alipay+ Voyager, an AI travel agent embedded within travellers’ digital wallets. Alipay+ Voyager will surface Tourism Malaysia-verified cultural, culinary, and experiential offerings tailored to individual interests, creating a new digital channel to reach international customers at the moment of discovery. 

Benefits for Malaysian businesses

Direct access to global travellers — Tourism Malaysia and Malaysian businesses become visible directly within leading global e-wallets in the Alipay+ ecosystem.

From payments to active engagement — AI agent Alipay+ Voyager surfaces verified offerings, connecting travellers with businesses beyond major hubs and with personalised deals across the travel journey, driving higher-intent engagements.

SME growth engine — Exclusive campaign with 20% savings via PayNet’s DuitNow encourages discovery and transactions at small local shops.

(Source: Ant International)

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Sheen Yeow Travel is no longer permitted to carry out any travel agent activities under Section 9(1)(b) of the Travel Agents Act 1975.

In the media advisory, STB said it “has reason to believe that the company contravened Section 13(b) of the Travel Agents Act 1975 by submitting false financial statements for some years, constituting an offence involving dishonesty.”

Under Regulation 14(b) of the Travel Agents Regulations 2017, Sheen Yeow Travel submitted financial statements to STB each year. STB’s review of Sheen Yeow Travel’s submissions revealed concerns about the authenticity of the financial information provided.

Sheen Yeow Travel must refund all its existing customers or hand over its existing contractual obligations to licensed travel agents.

STB reiterated in its public statement that it “takes a serious view of errant travel agents and will not hesitate to take necessary actions to protect the reputation of Singapore’s travel industry.” 

(Source: STB)

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With more than 20 years of corporate travel experience across both the travel management company and corporate buyer sides of the business, Beh brings a broad industry perspective shaped by his experience at BCD Travel and Abbott as well as several years working in Japan.

As General Manager, he will lead FCM’s business in the market, focusing on strengthening customer relationships and driving growth in Japan.  

“Japan is a market built on trusted relationships, and that will remain central to how we grow. At the same time, businesses are expecting more from their travel partners. They want a partner that understands their objectives, anticipates their needs and delivers greater value from their travel programmes,” said Beh.  

“Our priority is to combine that local understanding with FCM’s global reach, technology and expertise to deliver a better experience for businesses and their travellers, whether their travel takes them across Japan or around the world.” 

FCM also named Aki Yonezu Head of Account Management and Meetings & Events, having progressed through several roles at Flight Centre Travel Group (FCTG) over the past seven years.

Norimasa Arase will serve as Sales & Marketing Manager. He brings 20 years of experience across corporate sales, marketing and business strategy in the Japanese travel industry. Together, they bring deep local expertise to FCM Travel Japan’s management team across corporate travel and business events.  

Joe Nakazawa also joins FCTG in Japan as Director of Supplier Relations and Strategic Partnerships. In this role, he will deepen relationships with airlines, hotels and partners across Japan’s travel ecosystem to grow FCM’s footprint in the market. Having held senior positions at the International Air Transport Association (IATA), Tourism Australia and Japan Travel Bureau, Joe brings extensive industry knowledge and relationships built over a career spanning aviation, tourism and corporate travel.   

FCM Travel Asia Managing Director, Vicki Parris, commented: “Japan is an important market for FCM, and the management team we now have in place reflects our ambitions for the business. With this team in place, we have the right mix of experience and relationships to grow our business in Japan and support our customers as their needs evolve.  

“For our customers, that means having experienced people on the ground who understand their business, travellers and the way business is done in Japan, backed by the scale of FCM’s global network and technology. This puts us in a stronger position to respond to their needs and deliver a consistently high level of service as we continue to grow.” 

(Source: FCM Travel).

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This marks SOTC’s second location in Jharkhand and its first outlet in Jamshedpur, further strengthening its ability to serve travellers across the state and surrounding markets.

Located in Jamshedpur, the new outlet is designed to bring SOTC’s range of holiday and travel solutions closer to customers in the city and neighbouring catchments. The expansion reflects the company’s continued focus on strengthening its retail network in high-potential markets and enhancing accessibility to personalised travel expertise.

With the addition of Jamshedpur, SOTC Travel now has a presence across 13 strategic locations in East India, strengthening its regional network and enabling it to engage a wider customer base.

The new outlet will offer customers access to SOTC’s portfolio of travel solutions, including domestic and international holidays, customised travel experiences, group tours and other travel services, supported by the expertise of its travel specialists.

SOTC Travel Limited Senior Vice President & Head — Holidays, Rakesh Bawa said: “Jharkhand continues to be an important market for us, with Jamshedpur offering significant potential as a key commercial and industrial centre as well as a gateway to the surrounding region. The opening of our first outlet in Jamshedpur marks an important step in strengthening our retail presence in the state and bringing our travel expertise closer to customers. 

“Our new outlet will enable customers in Jamshedpur and surrounding markets to access personalised travel guidance and plan their holidays with greater convenience.

To address this growing demand, we have introduced specially designed Pujo/Festive portfolios across seven continents for both group escorted tours and customised options.”

Jamshedpur/Jharkhand travel trends

Top destinations

Domestic & Indian Subcontinent: Kashmir, Ladakh, Andaman, Sri Lanka & Bhutan.

International: Europe, Scandinavia, Australia, New Zealand, Japan, Singapore, Malaysia, Vietnam, Egypt, Antarctica.

New emerging: Azerbaijan. Strong demand for spiritual journeys and darshans — Ayodhya and Char Dham.

Preferences: High interest in experiential holidays such as Northern Lights in Finland, Iceland and Russia.

Top customer segments: Multi-generational families, Gen S, millennials & Gen Z.

Average holiday duration: Three to five days for domestic/short haul; 12-13 days for longer holidays.

(Source: SOTC Travel)

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Through this partnership with IHH Healthcare Malaysia, JCB offers medical and wellness privileges in Malaysia to JCB Cardmembers worldwide.

Cardmembers can now enjoy discounts of up to 10% on selected health screening packages at 10 hospitals operating under five leading brands: Island Hospital, Gleneagles Hospitals, Pantai Hospitals, Timberland Medical Centre, and Prince Court Medical Centre.

According to statistics from the Malaysia Tourism Promotion Board (Tourism Malaysia), more than 23 million visitors to Malaysia came from the Asia-Pacific and South Asia regions, where JCB has a growing presence with over 181 million cardmembers. As JCB’s global Cardmember base continues to grow, the number of JCB Cardmembers travelling to Malaysia has also increased steadily since the pandemic.

In support of “Visit Malaysia 2026”, an initiative led by Tourism Malaysia, JCB continues to enhance the overall travel and lifestyle experience for its cardmembers visiting Malaysia by carefully curating membership benefits and adding further value to their journeys.

About IHH
IHH is a leading multinational healthcare provider through a portfolio of trusted brands such as Acibadem, Gleneagles, Fortis, Island, Mount Elizabeth, Pantai, Parkway and Prince Court. Across 10 countries, including Malaysia, Singapore, Türkiye, India, and Greater China, IHH operates 140 healthcare facilities, including 80 hospitals.

(Source: JCB)

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