Hosted by the Langkawi Development Authority (LADA) and supported by Tourism Malaysia, this year’s edition welcomes 31 hosted buyers and travel trade representatives representing 27 companies across 14 key global markets*, including Algeria, Russia, Belgium, France, Türkiye, Singapore, Indonesia, Pakistan, Italy, Cambodia, Spain, Lao PDR, Sweden, and the UK.

At the heart of this year’s programme are four destination experiences: Feel Wonder. Feel Indulgence. Feel Connection. Feel Possibility. 

Together, they offer alternative ways to explore Langkawi — beyond its iconic beaches and postcard views — towards an island where ancient landscapes, exceptional hospitality, local character, and distinctive experiences come together to create highly personal journeys.

“LITE was created with a simple ambition: to establish a platform that connects Langkawi’s tourism industry directly with international buyers and travel partners. For today’s discerning traveller, bespoke travel is increasingly about discovering experiences that feel personal and meaningful, and LITE provides an opportunity to explore how Langkawi can meet that evolving desire,” said Langkawi Development Authority Chief Executive Officer Datuk Seri Haji Iskandar Datuk Haji Mohd Kaus.

The programme moves between Langkawi’s natural and luxurious sides, from the heights of Langkawi SkyCab and the mangrove waterways of Kilim Karst Geoforest to a slower-paced exploration on horseback with Island Horses Langkawi, complemented by stays, inspections and dining at leading resorts including The Westin Langkawi Resort & Spa, The Danna Langkawi, The St Regis Langkawi and Berjaya Resort Langkawi.

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

About Naturally Langkawi
Naturally Langkawi is a story 550 million years in the making. It has nature that is beautifully unique, wonderfully rare and vastly accessible. It envelops the 99 islands and the people who live there, creating a culture rich with stories as unique as the archipelago itself. A land steeped in 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.

(Source: Your Stories — Naturally Langkawi)

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The occasion coincided with Vietnam’s official reclassification by FTSE Russell from a Frontier to a Secondary Emerging market, marking an important milestone in the country’s integration into global capital markets.

US stocks rallied on 21 September, with the S&P 500 gaining 1.49%, the Nasdaq Composite rising 2.26% to a record closing high and the Dow Jones Industrial Average advancing 0.71%.

At the NYSE, Thao met with exchange executives to discuss cooperation between the Vietnamese and US capital markets, including ways to connect Vietnamese companies with global institutional investors. The discussions also covered trading technology, corporate governance, product development and listing standards, as well as potential opportunities for qualified Vietnamese companies to pursue dual listings in Vietnam and the US.

The event took place as Vietnam’s General Secretary and President To Lam and a high-level Vietnamese delegation were in the US for the high-level week of the 81st Session of the UN General Assembly and a series of bilateral engagements. Heads of state and government from nearly 200 countries gathered in New York for the General Assembly.

FTSE Russell confirmed that Vietnam’s market reclassification took effect from the opening of trading on 21 September 2026. The upgrade is expected to broaden Vietnam’s access to international investment funds and support further improvements in market infrastructure, settlement, transparency and corporate governance.

The development is also relevant for Singapore, which remains among Vietnam’s top foreign investors as economic ties between the two countries continue to deepen. For Singapore-based investors and businesses with exposure to Vietnam, the upgrade brings Vietnamese equities into widely followed FTSE global benchmarks, potentially broadening international investor access to the market.

Speaking at the NYSE, Rubio said he was honoured to ring the Opening Bell. He highlighted international trade agreements and secure supply chains as important pillars in supporting jobs, economic growth, and prosperity in the United States.

The NYSE, part of Intercontinental Exchange, is the world’s largest stock exchange by market capitalisation, with its listed companies representing an aggregate market value of approximately US$29 trillion.

“Vietnam’s official transition to emerging-market status opens a new chapter for the country’s capital markets and business community,” Thao said. “We will continue to promote stronger connections between the NYSE and Vietnamese enterprises, attract long-term capital and enable Vietnamese companies to engage more deeply with global standards and the international investment community, including through potential listings in New York.”

Thao’s presence at the NYSE follows a meeting with NYSE Group President Lynn Martin in September 2025, when the two discussed expanding international fundraising channels and strengthening Vietnamese companies’ presence in global financial markets. A year later, Thao returned to the NYSE representing businesses from an economy that has now officially joined FTSE Russell’s emerging-market community.

HDBank and Vietjet, in which Thao is a major investor, are listed on the Ho Chi Minh Stock Exchange and are included in FTSE indexes. Both companies have continued to expand their scale and business performance while seeking to create value for domestic and international shareholders.

HDBank is preparing to launch initial public offerings and list two subsidiaries: HDS Securities and consumer finance company HD SAISON. Technology group Galaxy Holdings is also exploring international fundraising options, including bond issuance and potential overseas listings.

During the visit to the US and Canada, Sovico, Vietjet and HDBank are expected to sign several agreements with international corporations, financial institutions and other partners. The agreements will focus on expanding access to capital, markets, and technology, while strengthening economic, trade, and investment ties between Vietnam, the US, Canada, and global partners.

The NYSE Opening Bell provided a symbolic backdrop connecting New York, one of the world’s foremost financial and capital-market centres, with Vietnam as the country deepens its participation in global investment flows.

(Source: Vietjet)

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Air Astana, Kazakh Tourism, the Akimats of Astana and Almaty, and the Almaty, Akmola and Mangistau regions signed the agreement. The parties will combine their marketing, communications and organisational resources to implement joint initiatives promoting Kazakhstan as a tourist destination.

The cooperation will include digital campaigns, participation in major international exhibitions and roadshows, familiarisation trips for international partners and media, B2B events, and joint analysis of priority markets.

“Developing inbound tourism requires a coordinated effort. By bringing together the resources and expertise of the national tourism board, the airline and the regions, we can raise Kazakhstan’s profile in key international markets. This cooperation will help attract more international visitors and support the development of tourism-related businesses and services across the country,” said Kazakh Tourism Chair Talgat Gazizov,

“We are committed to jointly developing inbound tourism, which goes hand in hand with the growth of international air travel to Kazakhstan,” said Air Astana CEO Ibrahim Canliel. “We aim to make Kazakhstan more accessible to international travellers and raise awareness of the rich cultural heritage, variety of attractions and promote Kazakhstan as a destination.”

(Source: Air Astana)

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Widely known as the ‘Oscars of the aviation industry’, the Skytrax World Airline Awards are among the most respected recognitions in global aviation, with the results based on the independent annual World Airline Survey and the views of travellers worldwide. 

For AirAsia, the recognition carries particular weight as a direct reflection of the trust and confidence from our guests, built up over 25 years of service. 

AirAsia’s Co-Founder, Datuk Kamarudin Meranun, who accepted the award on behalf of AirAsia during the ceremony, said: “We started AirAsia 25 years ago with a simple mission: to make flying accessible to more people. The Skytrax recognition is a reflection of the trust travellers have placed in AirAsia, and that is something we never take for granted.” 

Skytrax CEO Edward Plaisted added: “We congratulate AirAsia on this fabulous achievement at the 2026 World Airline Awards. This success, for the record seventeenth time, demonstrates the airline’s dedication to providing quality, affordable travel options for its customers. This is a highly competitive and fast-growing market for low-cost airlines, and this award is a clear affirmation of AirAsia’s success.”

The Skytrax World Airline Awards are based on the independent annual World Airline Survey, which reflects passenger votes from travellers worldwide. Skytrax independently conducts the survey and charges no entry or registration fees to airlines.

(Source: AirAsia Group)

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The service will further strengthen Ethiopian Airlines’ presence in Nigeria and enhance air connectivity between West Africa and the airline’s extensive global network through its hub in Addis Ababa.

Services will operate four times weekly on Mondays, Tuesdays, Thursdays, and Saturdays.

Flight schedule

Port Harcourt, one of Nigeria’s leading commercial and industrial hubs, serves as a key gateway to the country’s energy sector and broader economic activities. The new route will give passengers convenient connections to Ethiopian Airlines’ network across Africa, Europe, Asia, and the Middle East.

Nigeria remains one of Ethiopian Airlines’ most significant and longest-served markets in Africa, with the airline launching its first service to the country in 1960. It operates flights to Lagos, Abuja, Kano, and Enugu. 

(Source: Ethiopian Airlines)

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The MOU will ensure eligible passengers travelling with Star Alliance member airlines can continue to access the premium lounge at Incheon International Airport after Asiana Airlines departs Star Alliance on 16 December 2026, as part of its integration with Korean Air. Eligible passengers of Star Alliance member airlines currently enjoy access to Asiana Airlines lounges at Incheon International Airport.

Under the MOU, the existing Asiana Airlines Business Lounge (West) in Terminal 1 will transition to a Star Alliance lounge. The lounge is expected to begin operations in 4Q 2026, in conjunction with Asiana Airlines’ departure from the Alliance. 

Eligible passengers of Star Alliance member airlines at Incheon International Airport will continue to enjoy seamless premium lounge services following the transition.

The decision to establish a dedicated Star Alliance lounge at Incheon International Airport reflects the airport’s continued importance as a major international gateway, ranking as the world’s number one airport for international passenger traffic in the first half of 2026. 

The new space will be the seventh Star Alliance lounge worldwide, joining its existing lounges at Paris Charles de Gaulle Airport, Los Angeles International Airport and Guangzhou Baiyun International Airport. In addition, eligible Star Alliance member airline customers enjoy access to over 1,000 airport lounges around the world.

(Source: Star Alliance)

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According to the latest World Tourism Barometer from UN Tourism, an estimated 690 million tourists travelled internationally between January and June 2026, some 3 million more than the same period last year. 

While global arrivals rose 2% in Q1 2026, they fell 1% in Q2, after a 3% decline in April. That drop was largely due to the calendar effect of the Easter holiday period starting in March and the impact of the Middle East conflict.

Globally, arrivals then dropped 3% in June. That was driven by a 6% decline in Western Europe, partly due to a heatwave in some destinations. South-East Asia recorded 5% fewer arrivals in June because of weaker demand from Asian markets, geopolitical tensions, air travel disruptions through the Middle East, and higher travel costs. Typhoon Sinlaku also impacted some destinations in Oceania (-6% in June) in Q2.

UN Tourism Secretary-General Shaikha Al Nuwais said: “The latest data shows a sector absorbing real pressure and finding a way forward. Tourism has not stopped growing, but that growth is fragile. The Middle East situation has touched destinations far beyond the region itself. It serves as a clear reminder that, in such a connected world, resilience needs to be built everywhere and not just when a crisis begins.”

Performance by region

The World Tourism Barometer breaks down performance by region and sub-region. The data shows:

In the first half of 2026, Africa (+4%) and Europe (+3%) recorded solid growth in arrivals, while the Americas saw a 2% increase, with mixed results across sub-regions.

Arrivals in Asia and the Pacific grew by 1% over these six months but remained 11% below 2019 levels as disruptions to air connectivity, higher air fares, and uncertainty affected intra-regional demand.

North-East Asia saw 3% growth in the first half of 2026, while South Asia (-5%) and South-East Asia (-1%) recorded declines when compared with the same period in 2025.

The Middle East saw a 22% drop over this period, as the conflict directly impacted it.

Although the conflict has negatively affected international tourism in the Middle East and other regions since early March 2026, disruptions to air traffic gradually eased in May and June following the announcement of a ceasefire. This led to the reopening of some air routes and an uneven rebound in consumer sentiment. 

Looking ahead

In view of the latest data and current geopolitical volatility, international tourist arrivals are now expected to grow by between 1% and 2% globally in 2026, compared to UN Tourism’s January forecast of 3% to 4%. However, this will depend on the conflict’s actual duration and its effect on oil prices and overall inflation. 

At the same time, international travellers are expected to keep seeking value for money and travel closer to home or domestically, again in response to elevated prices and uncertainty.

UN Tourism celebrates World Tourism Day on 27 September 2026. El Salvador is the signature host destination.

(Source: UN Tourism)

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The latest expansion aims to accommodate the surging travel demand during the year-end high season in the fourth quarter (October to December), offering direct flights to up to 46 cities across 53 routes covering ASEAN and the broader Asian region.

Thai AirAsia Head of Commercial Tansita Akrarittipirom explained that during Q3 the airline reduced flights and temporarily suspended certain routes to align with travel demand and rising fuel prices, ensuring optimal operational cost management.

“We are highly confident that travel will revive this high season, driven by both Thais travelling abroad and international tourists visiting Thailand. For the Indian market in particular, Thai AirAsia will resume operations on six temporarily suspended routes. 

“Additionally, our Phuket hub will resume direct flights to Siem Reap, and the Bangkok-Kuala Lumpur route will also be reinstated. As international tourists arrive in Thailand, they can seamlessly connect to our extensive domestic network, which offers the widest coverage and highest flight frequencies in the country,” Tansita added. 

For Q4, Thai AirAsia X will focus on direct flights from Don Mueang International Airport to Japan, covering four major routes. 

Tokyo: Up to 21 flights weekly. 

Osaka: Up to 14 flights per week. 

Sapporo: Up to four flights weekly starting 1 October and increasing to seven flights weekly on 1 December.

Nagoya: Four flights per week (starting 2 October). 

Furthermore, Thai AirAsia X will operate direct flights to New Delhi, India, four times a week, and to the popular destination of Almaty, Kazakhstan, also four times a week. 

Combined, the two AirAsia affiliate carriers will operate a total of 53 direct routes to 46 cities from Don Mueang International Airport during the 2026 Winter Flight Schedule. 

This expansive network covers 17 cities in East Asia (including China, Japan, Taiwan, and Macau), 15 cities in ASEAN (including Singapore, Vietnam, Malaysia, and Laos), 13 cities in South Asia (including India, Sri Lanka, and the Maldives), and one city in Central Asia (Kazakhstan).

Routes resuming in Q4

Thai AirAsia (Flight Code FD)

Don Mueang – Kuala Lumpur: Commences 25 October 2026

Phuket – Siem Reap: Commences 25 October 2026

Don Mueang – Gaya, India: Commences 25 October 2026

Don Mueang – Ahmedabad, India: Commences 6 November 2026

Don Mueang – Guwahati, India: Commences 16 November 2026

Don Mueang – Hyderabad, India: Commences 16 November 2026

Don Mueang – Lucknow, India: Commences 16 November 2026

Don Mueang – Jaipur, India: Commences 17 November 2026

Thai AirAsia X (Flight Code XJ)

Don Mueang – Sapporo: Commences 1 October 2026

Don Mueang – Nagoya: Commences 2 October 2026

(Source: AirAsia)

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This shift comes as digitalisation and Artificial Intelligence reshape tourism, enabling more personalised discovery, planning, booking and payments. 

As the world marks World Tourism Day 2026 on 27 September under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism,” these behaviours reflect how technology is becoming an integral part of the modern travel journey.

Thomas Cook (India) Limited and its Group Company, SOTC Travel, share insights into key traveller behaviours shaping the Indian travel landscape today. These include a stronger focus on experiences, greater use of digital platforms and payments, more frequent short breaks, and growing international travel from beyond the metros.

Choosing the experience, not just the destination

Holiday searches increasingly start with what travellers want to experience, rather than simply where they want to go. Wildlife safaris in Kenya, Tanzania and South Africa; culinary trails in Italy and Japan; cultural immersion in Rajasthan and Vietnam; adventure in New Zealand and Switzerland; and stargazing in Ladakh and Norway are becoming reasons to choose a destination. For premium travellers, this is extending to experiences such as expedition cruises, premium rail journeys, Grand Slam tennis, premium golf and Formula 1, where access and curation are becoming an important part of the experience.

This is also visible in spiritual travel, where destinations such as Ayodhya, Varanasi, Ujjain and Rishikesh are being explored beyond the pilgrimage itself, with travellers adding heritage, cuisine, architecture, wellness and local experiences to their itineraries. Similarly, destinations such as Bhutan, Japan, Sri Lanka and Vietnam are being explored for their distinctive mix of culture, nature, wellness and food. Digital platforms and personalised recommendations are further helping travellers discover destinations and experiences aligned with their individual interests.

Planning holidays around short breaks

Travel is increasingly being planned around moments rather than calendars alone. Festivals, concerts, sporting events and major cultural occasions are becoming reasons to travel, with travellers building holidays around experiences they do not want to miss. At the same time, the traditional long annual holiday is being complemented by more frequent, shorter breaks. Long weekends, festive holidays, and gaps between work commitments are becoming getaways, road trips, and short-haul international holidays, creating a more distributed pattern of travel throughout the year.

Going digital with forex and payments

Digitisation is now extending across the entire travel journey, including how travellers manage and spend their money overseas. Thomas Cook India’s 2026 Forex Report found that 25% of customers transact through digital purchase channels, while 57% of forex-card spending is through contactless and online transactions.

The shift reflects a clear preference for greater convenience, flexibility and control, with travellers increasingly comfortable managing forex digitally and using contactless and online payments rather than relying on cash. Payments are therefore becoming an integral part of the seamless travel experience, rather than a separate pre-trip consideration.

Taking international travel beyond the metros

International travel is no longer a metro-led story. Tier-2 and Tier-3 cities are emerging as important growth engines for outbound travel, supported by rising disposable incomes, better connectivity and growing global aspirations. Markets such as Lucknow, Indore, Surat, Kochi, Bhubaneswar and Vijayawada are increasingly contributing to the outbound travel landscape. Importantly, travellers from these markets are moving beyond simply taking their first international holiday. They are increasingly seeking distinctive experiences from Northern Lights and Arctic cruises to wildlife safaris and multigenerational holidays while valuing the reassurance of trusted guidance and end-to-end planning. Digital access is further bringing international travel within easier reach, while stronger air connectivity is reducing dependence on metros as gateways.

Thomas Cook (India) Limited  President & Country Head – Holidays, MICE, Visa, Rajeev Kale said: “Indian travellers are becoming more intentional about what they want from a holiday. The focus is shifting from simply visiting a destination to experiences that offer discovery, immersion, and personal relevance — whether that is exploring a spiritual destination through its heritage and culture, experiencing wildlife and adventure, or choosing a premium cruise or rail journey.”

SOTC Travel, President & Country Head – Holidays & Corporate Tours, SD Nandakumar added: “From social media and OTT-led inspiration to digital payments and AI-enabled recommendations, the travel journey is becoming more connected and personalised. The next phase is about using technology meaningfully — to simplify planning, provide more relevant choices and create a smoother experience across the journey.”

(Source: Thomas Cook India)

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PITE 2026 will take place at the Penang Waterfront Convention Centre (PWCC), with the programme combining 1.5 days of structured B2B appointments with a further 1.5 days of familiarisation activities and networking opportunities across Penang.

This year’s edition is expected to welcome approximately 100 buyers, representing a diverse range of travel trade segments including corporate, incentive and association buyers. The international buyer delegation will comprise representatives from key markets across China, India, Indonesia, Thailand, Vietnam, Singapore, Bangladesh, Australia, Romania and South Korea, alongside participants from other international markets.

PITE 2026 is expected to feature approximately 50 exhibitors from across Malaysia, representing a broad spectrum of the tourism ecosystem. These include hoteliers, destination management companies (DMCs), professional conference organisers (PCOs), attractions and other tourism-related businesses, offering buyers a

comprehensive platform to discover Malaysia’s diverse tourism and business event offerings.

(Source: Penang Convention & Exhibition Bureau)

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