SINGAPORE, 28 August 2026: Digital travel platform Agoda has announced that the electricity consumed by its eligible IT infrastructure hosted at NTT Global Data Centres’ Singapore facility is matched with 100% locally generated renewable energy certificates.
The move forms part of Agoda’s collaboration with NTT DATA, a global leader in AI, digital business and technology services, to make its Singapore IT operations more energy efficient while maintaining the performance, availability and reliability required to serve millions of travellers worldwide.
Photo credit: Agoda. SG Data Centre 2
NTT Global Data Centres’ Singapore facility holds BCA Green Mark Platinum and LEED Gold certifications. Alongside the renewable energy certificate coverage, the collaboration includes measures to reduce electricity use across Agoda’s servers and cooling systems.
Singapore Country Head for NTT Global Data Centres, Tadaaki Arimura, said: “Sustainable infrastructure is most effective when it is practical, measurable and built into day-to-day operations. Our work with Agoda shows how data centre efficiency can support business growth while helping reduce environmental impact.”
Based on Agoda’s internal 2026 measurements, Agoda lowered energy use by up to 16% for eligible workloads through dynamic power management, allowing servers to use less power when full processing capacity is not required.
Agoda also reduced cooling-related energy use by approximately 40% per eligible server by adjusting fan speeds as needed, compared with running them at maximum speed. NTT Global Data Centres complements these efforts through facility-level airflow and cooling management.
Agoda, VP of Global IT Infrastructure Paolo Prinsecchi said: “At Agoda, we are always looking for practical ways to operate our IT infrastructure more efficiently and responsibly.
“By partnering with the right colocation provider, such as NTT Global Data Centres, and optimising how we use our infrastructure and hardware, we can support more sustainable growth while maintaining the seamless experience our users expect from our platform.”
SINGAPORE, 28 August 2026: Klook, a leading pan-regional experiences platform in Asia Pacific, has signed a Memorandum of Understanding (MoU) with Mastercard to facilitate consumer payments and enhance the travel experience.
The collaboration is built on three strategic pillars: enhancing cardholder value, unlocking new travel and lifestyle opportunities, and advancing innovative payment experiences. Together, these initiatives are designed to address the evolving expectations of travellers across Asia Pacific, as identified in Klook’s Travel Pulse 2026.
Left to right: Eric Gnock Fah, Co-Founder and President, Klook and Peter Robejsek, Executive Vice President, Market Development, Asia Pacific, Mastercard.
The Klook Travel Pulse research underscores a growing trend among travellers seeking meaningful, experience-led journeys alongside the best value.
While 47% of APAC consumers actively seek deals, discounts and bundled offers, and 42% book earlier to secure better prices, travel decisions are increasingly being driven by experiences. More than half of travellers no longer begin with a destination in mind, with 23% choosing their destination based on a specific activity and 73% willing to visit a lesser-known city for a unique event.
Against this backdrop, the Klook–Mastercard collaboration will introduce a range of propositions designed to bring more value to travellers, with exclusive discounts and privileges for Mastercard cardholders ahead of the year-end travel period. This collaboration lays the groundwork for a growing pipeline of entertainment benefits, with more exciting opportunities to be announced as the collaboration deepens.
“Experiences give travel meaning, creating moments that become lasting memories,” said Klook Co-Founder and President Eric Gnock Fah. “By combining Klook’s experiences platform with Mastercard’s global network and trusted payments infrastructure, we can help travellers discover more, unlock greater value, and spend less time planning and more time experiencing the world.”
“The future of travel will be shaped by ecosystems that bring together the best of technology, payments and experiences. Through collaborations with industry leaders like Klook, with their deep insights on travellers, Mastercard is helping create more personalised, rewarding and seamless journeys across the region. Together, we’re unlocking new ways for consumers to discover, access and enjoy the experiences that matter most to them,” said Mastercard Executive Vice President, Market Development, Asia Pacific, Peter Robejsek.
Looking ahead, Klook and Mastercard will explore opportunities to further strengthen their collaboration across a range of strategic growth areas, from deepening data collaboration to evaluating next-generation payment innovations. Together, the companies aim to unlock new value for travellers and help shape the future of connected travel experiences.
SINGAPORE, 28 August 2026: Today, Disney Cruise Line has unveiled Fall 2027 and Spring 2028 itineraries, as the cruise line returns to special ports and charts a course for new destinations around the world.
Disney Cruise Line will return to New York City, offer more cruises from San Juan, Puerto Rico, and return to breathtaking destinations from Canada to Mexico, while making maiden calls to new ports during special itineraries.
Photo credit: Disney Cruise Line. Disney Wish visits New York.
Disney Cruise Line will return to New York City for the first time since 2023, with the Disney Wish arriving in late September 2027 for seven special voyages.
Early bookings open for select Disney Cruise Line Castaway Club members on 31 August 2026, with general bookings opening on 8 September.
Disney Cruise Line will also return to New England and Canada’s Atlantic coast for the first time in nearly four years while sailing from New York. The Disney Wish will visit Boston, Massachusetts, St John, New Brunswick, and Halifax, Nova Scotia, in the height of autumn, offering families a spectacular way to experience the season’s brilliant colours along New England and Canada’s iconic coastlines.
More ports to explore
Disney Cruise Line’s expanding fleet creates more opportunities to explore the world, and Fall 2027 and Spring 2028 will extend visits to special ports with more sailings from San Juan, Puerto Rico, along with repositioning cruises that include maiden calls to destinations during Panama Canal sailings.
From New York City, the Disney Wish will sail to San Juan, Puerto Rico, on a five-night voyage with a stop in Bermuda. The Disney Wish will then sail from San Juan on a seven-night Southern Caribbean cruise with stops in Aruba, St. Maarten, Bonaire, and the shores of Dominica, before repositioning to Port Canaveral, Florida, on a four-night sailing to both of Disney Cruise Line’s island destinations, Disney Castaway Cay and Disney Lookout Cay at Lighthouse Point.
Following the New York City and San Juan sailings, the Disney Wish will home port in Port Canaveral, Florida, for three- and four-night Bahamian cruises that include stops at Disney’s island destinations, Disney Castaway Cay and Disney Lookout Cay at Lighthouse Point.
Disney Adventure sailings in Southeast Asia
The Disney Adventure will continue sailing from Singapore with new three- and four-night itineraries from September to December 2027, offering families magical Disney experiences at sea, complete with Broadway-style entertainment and Disney Cruise Line’s renowned guest service.
Adding to the excitement, select sailings from 31 December 2026 will feature a new port of call: Langkawi, Malaysia. The day visit gives guests the chance to explore Langkawi’s lush rainforests and scenic coastline ashore.
SINGAPORE, 28 August 2026: Brand USA, the destination marketing organisation for the US, announced the launch of a rebuilt and reorganised corporate website that puts economic impact data, partner programme information, industry resources, and a redesigned press room within easier reach of everyone — no login required.
“Partners rely on us for fast, accurate answers, whether that’s finding the right programme, accessing the right resources, or connecting with our team, and these new platforms make it easier for them to find what they need and engage with Brand USA,” said Brand USA president and CEO Fred Dixon.
Photo credit: Brand USA.
“At the same time, media, lawmakers, and other stakeholders will have easier access to the information and insights that demonstrate the value of international travel to the US economy and communities across the country.”
BrandUSA.com is designed around how partners, media, and travel industry professionals look for information, with a personalised search tool that connects visitors to relevant programmes and resources based on their needs.
What’s New
Economic impact data built for citation and sharing. Economic impact figures and state-by-state fact sheets are now consolidated in one place, formatted for destinations to share directly with governors’ offices, boards, and congressional delegations.
A press room built around how journalists work. A filterable press release and news archive, with media assets available alongside written content.
A clearer view into Brand USA’s partner programmes. A filterable list of all partner programmes, paired with a Getting Started guide explaining what Brand USA does, who partners with the organisation, and how to get involved.
One calendar. Roadshows, sales missions, USA Pavilions, webinars, and board meetings now live in a single calendar, filterable by type, market, and date.
Practical AI education for the industry. AI webinars, past recordings, articles, and training resources are now in one place, helping partners build the practical AI fluency they need as the industry evolves.
Alongside the public site, Brand USA also updated its Partner Success Portal, bringing programme resources, research, and account tools into one place for partner organisations and consolidating information that previously lived across multiple systems.
BANGKOK, 28 August 2026: Thai Airways International will increase flights between Bangkok and Zurich from daily to 11 weekly starting 16 January 2027, as winter season demand from European travellers heading to Thailand and Southeast Asia peaks.
Year-round, THAI schedules daily flights from Bangkok Suvarnabhumi Airport and Zurich, Switzerland, directly competing with SWISS on the popular direct route. The round-trip economy fare averages USD1,030.
But during the winter timetable from 16 January to 29 March 2026, TG will add four weekly flights using a Boeing Dreamliner 787-9 with 296 seats, in addition to the daily flights using a B777-300 with 339 seats.
Zurich is part of TG’s expansion at European gateways such as Paris-CDG and Munich, with additional frequencies scheduled during peak travel months January to March from Europe to Southeast Asia.
Flight schedule BKK-ZRH
TG970 departs Bangkok (BKK) at 0035 and arrives in Zurich (ZRH) at 0645. Daily. TG971 departs Zurich (ZRH) at 1315 and arrives in Bangkok (BKK) at 0550 (plus a day). Daily.
TG972 departs Bangkok (BKK) at 1205 and arrives in Zurich (ZRH) at 1815. (Departures Tuesday, Thursday, Saturday and Sunday). TG973 departs Zurich (ZRH) at 2000 and arrives in Bangkok (BKK) at 1235. (Departures Tuesday, Thursday, Saturday and Sunday).
Flight duration for direct service between BKK Suvarnabhumi Airport and Zurich remains approximately 11.5 to 12 hours for both aircraft — B777-300 and the B787-9.
BANGKOK, 28 August 2026: Sarawak’s culinary scene took centre stage at the inaugural TOP25 Restaurants Sarawak Awards 2026, with 25 outstanding restaurants and dining establishments from across the state recognised for their culinary excellence.
The Right Honourable Premier of Sarawak, Datuk Patinggi Tan Sri Abang Johari Tun Abang Haji Openg, during the Soul of Borneo Gala, organised by the Ministry of Tourism, Creative Industries and Performing Arts Sarawak (MTCP) in conjunction with the Pacific Asia Travel Association (PATA) and PATA Travel Mart 2026 (PTM2026).
Soul of Borneo Gala organised by the Ministry of Tourism, Creative Industries and Performing Arts Sarawak (MTCP).
Among the distinguished guests at the ceremony were YB Dato Sri Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry and Performing Arts and Minister for Youth, Sports and Entrepreneur Development; Datuk Sebastian Ting Chiew Yew, Deputy Minister for Tourism, Creative Industry and Performing Arts I (Tourism); and Morshidi Fredrick, Permanent Secretary of the Ministry of Tourism, Creative Industry and Performing Arts Sarawak.
Sarawak Tourism Board Chairman, Dato Dennis Ngau and Chief Executive Officer Dr Sharzede Datu Salleh Askor made the presentations. Also joining the celebration were PATA Chairman Henry Oh and PATA Chief Executive Officer Noor Ahmad Hamid, alongside Bernard Metzger, Founder of TOP25 Restaurants, who all joined the Premier of Sarawak in celebrating and presenting the inaugural awards.
The gala brought together more than 800 distinguished guests, including tourism and industry leaders, international delegates, chefs, restaurant owners, culinary professionals and representatives from across Sarawak.
The inaugural TOP25 Restaurants Sarawak Awards builds on the collaboration between the Sarawak Tourism Board (STB), PATA and TOP25 Restaurants to showcase Sarawak’s rich culinary heritage and excellence to an international audience.
(Left): TOP25 Restaurants Founder Bernard Metzger.
TOP25 Restaurants Founder Bernard Metzger said: “The inaugural TOP25 Restaurants Sarawak Awards are a celebration of the people, places, traditions and creativity that make Sarawak’s culinary identity so distinctive. Sarawak possesses an extraordinary gastronomic heritage, and it is our privilege to help bring the stories of its restaurants and culinary communities to a global audience. These awards recognise not only excellence on the plate, but also the passion, heritage, innovation and commitment to sustainability that are shaping the future of gastronomy in Sarawak.”
The 25 awardees were recognised across five categories. Within each category, the awardees were presented alphabetically by restaurant name.
Sustainable Gastronomy Awards
TOP25 Restaurants also expanded the reach of its Global Sustainable Gastronomy Awards, which were launched in Bangkok in December 2025, recognising restaurants demonstrating a strong commitment to sustainability and responsible gastronomy.
Sarawak awardees:
Cavakita Rooftop Bar & Restaurant, Miri;
Kechala, Santubong;
River View Café, Kuching;
ROOTS, Kuching;
The Bikalan, Bau.
The inclusion of the Sustainable Gastronomy Awards reflects the growing importance of responsible and sustainable practices in the global gastronomy and tourism sectors, while recognising Sarawak as a sustainable destination.
Top International Restaurants
The Top International Restaurants category celebrates establishments offering international culinary experiences while contributing to Sarawak’s diverse and dynamic dining scene.
Awardees:
Ceylonese Restaurant, Kuching;
Gu Jin, Kuching;
Maguro Japanese Ala Carte Buffet, Kuching;
Ocho, Kuching;
Zinc Restaurant & Bar, Kuching.
TOP Creative Restaurants
The TOP Creative Restaurants category recognises establishments distinguished by creativity, innovation and distinctive culinary concepts.
Awardees:
Hachi by Kenny’s, Miri;
MAK Restaurant, Miri;
Tai-Tai Restaurant, Kuching;
The Chamber, Miri;
ZOZO Beans & Booze, Kuching.
TOP Indigenous Restaurants
The TOP Indigenous Restaurants category celebrates establishments that showcase indigenous culinary traditions, ingredients, heritage and contemporary expressions of Sarawak’s food culture.
Awardees:
Borneo Cultures Museum Restaurant, Kuching;
Lepau Restaurant, Kuching;
Little Fairy Café, Kuching;
Budaya Restaurant, Santubong;
The Lamin, Kuching.
Signature TOP25 Restaurants
The Signature TOP25 Restaurants category highlights establishments recognised for their distinctive dining experiences and contribution to Sarawak’s culinary identity.
Awardees:
Choon Hui Café, Kuching;
Kantin at the Granary, Kuching;
Kebaya Story, Miri;
M&D’s Restaurant, Bintulu;
Oriental Bistro, Sibu.
Together, the 25 awardees represent the breadth and diversity of Sarawak’s culinary landscape, with restaurants recognised across Kuching, Miri, Sibu, Bintulu, Santubong and Bau.
The awards also reinforce gastronomy’s role in strengthening tourism, cultural preservation, community development, and economic growth. This is particularly significant as Kuching continues to build on its recognition as a UNESCO Creative City of Gastronomy, providing a strong foundation for Sarawak further to develop its profile as an international gastronomy destination.
BANGKOK, 28 August 2026: Thai AirAsia has announced flight increases for the fourth quarter of 2026 as the airline reinstates its dual-airport (BKK and DMK) hub strategy in Bangkok to maximise passenger connectivity and convenience.
Effective 1 October 2026, Thai AirAsia will operate direct flights from both Don Mueang International Airport (DMK) to 22 domestic destinations, and from Suvarnabhumi Airport (BKK) to three key regional hubs: Phuket, Krabi, and Chiang Mai.
Photo credit: Thai AirAsia.
This expansion is further supported by the introduction of nine cross-regional routes designed to facilitate seamless domestic travel and stimulate regional economies.
Thai AirAsia Chief Executive Officer Phairat Pornpathananangoon said that while the airline previously made necessary schedule adjustments in response to rising aviation fuel prices and temporary fluctuations in travel demand, the outlook for the fourth quarter remains highly positive.
He noted that domestic tourism is projected to experience a robust recovery extending into early 2027, driven by the traditional high season and comprehensive tourism stimulus initiatives introduced by the Tourism Authority of Thailand (TAT). In response, Thai AirAsia is expanding its route network and flight frequencies to accommodate this anticipated surge in demand.
For the fourth quarter, spanning October to December, Thai AirAsia will scale its domestic operational capacity to a maximum of 135 flights per day. This represents a substantial growth of over 50% compared to the third quarter, which recorded an average peak of 88 daily flights.
At Bangkok’s Don Mueang International Airport, the airline’s primary operational base, flights on high-demand routes will increase substantially. Daily direct flights will increase to a maximum of 17 for Chiang Mai, 15 for Phuket, and 9 to Hat Yai. Furthermore, the airline will allocate up to six daily flights each to Khon Kaen, Udon Thani, Krabi, and Chiang Rai, alongside up to five daily flights to Ubon Ratchathani, in addition to several other key domestic routes.
Concurrently, operations at Suvarnabhumi Airport will also see more frequencies effective 1 October 2026, with the airline providing six daily flights to Chiang Mai, five to Phuket, and two to Krabi.
To further strengthen its decentralised network, Thai AirAsia is launching new cross-regional routes connecting its Phuket hub directly to the Northeast. Commencing 25 October 2026, the airline will operate up to three weekly flights between Phuket and Khon Kaen, as well as up to four weekly flights between Phuket and Udon Thani.
SINGAPORE, 27 August 2026: Royal Caribbean is expanding its Asia Pacific sailings in 2028 on Voyager of the Seas, offering two- to 15-night vacations from Brisbane and Sydney, Australia; Singapore, and Hong Kong, visiting destinations across Australia, New Zealand, Southeast Asia, China, Japan and South Korea.
From October 2027 through April 2028, the multi-city seasonal rotation brings together short escapes and longer, destination-rich adventures across Asia Pacific, timed for Christmas holidays and Chinese New Year celebrations.
Voyager of the Seas sails from Brisbane and Sydney before heading north to Singapore and later homeporting in Hong Kong.
The season also includes Navigator of the Seas sailing year-round from Singapore starting October 2026, Ovation of the Seas sailing from Brisbane and Anthem of the Seas sailing from Sydney.
Plus, Spectrum of the Seas will sail from Shanghai and Hong Kong to destinations across Japan, South Korea and Vietnam, giving holidaymakers more ways than ever to explore Asia.
Short getaways two to 10 nights
From October to December 2027, Voyager will deliver holidays from Brisbane ranging from two to seven nights, including South Pacific sailings to Mystery Island, Port Vila; Luganville, Vanuatu; and Noumea, New Caledonia, before a two-night coastal repositioning down to Sydney.
Voyager of the Seas holidays from Sydney include a brand-new 10-night Christmas sailing across the majestic fjords and iconic landscapes of New Zealand visiting Picton, Wellington, Christchurch, Dunedin and the breathtaking Milford Sound.
A five-night getaway starts in Singapore and visits Ho Chi Minh City (Phuoc An), Vietnam, before arriving in Hong Kong, pairing two of Asia’s most dynamic cities with time to discover Vietnam’s dining culture.
For Chinese New Year getaways from Hong Kong, four- and five-night vacations visit Ishigaki and Okinawa, Japan. Select holidays include an overnight stay in Okinawa, giving vacationers more time to take in the island’s turquoise waters, local flavours and distinct Ryukyu culture.
For China and Southeast Asia discoveries, Hong Kong getaways visit Taipei (Keelung), Taiwan, where vacationers can explore the lively city known for its night markets and food scene. Guests can also visit Hue/Danang (Chan May), Vietnam, a gateway to ancient imperial heritage, coastal landscapes and central Vietnamese cuisine.
Sales opened for Voyager of the Seas Asia Pacific vacations on 26 August, 2026, featuring Brisbane, Sydney, Singapore and Hong Kong homeports.
YOGYAKARTA, 27 August 2026: Malaysia Healthcare Travel Council (MHTC) once again strengthened Malaysia’s presence in Indonesia through MHX Yogyakarta 2026, held from 20 to 23 August 2026 at the Grand Atrium, Pakuwon Mall Jogja.
The four-day event follows a record year for the Indonesian market, which generated MYR2.2 billion in healthcare travel revenue in 2025, a 24% year-on-year increase. The four-day healthcare consumer event underscores Malaysia Healthcare’s commitment to bringing trusted, high-quality healthcare services closer to Indonesian communities while expanding its footprint in one of Indonesia’s fastest-growing regional centres.
MHTC’s Head of Indonesia Market, Rahmatullah Baragau.
Held under the Malaysia Year of Medical Tourism (MYMT) 2026 campaign themed Healing Meets Hospitality, MHX Yogyakarta 2026 reinforces Malaysia’s position as the preferred destination for medical tourism by combining world-class medical expertise with compassionate patient care and seamless healthcare experiences.
Yogyakarta has emerged as a strategic market for Malaysia Healthcare, supported by a well-educated population, increasing demand for advanced speciality care, and convenient direct connectivity to Kuala Lumpur. These factors present strong opportunities to strengthen healthcare collaboration between Malaysia and Indonesia further and to provide greater access to specialised treatment options for Indonesian patients.
Speaking at the event, MHTC’s Head of Indonesia Market Rahmatullah Baragau said: “Indonesia has always been Malaysia Healthcare’s closest and most valued market, and Yogyakarta represents an exciting opportunity as healthcare awareness and demand for specialised treatments continue to grow. Through MHX Yogyakarta 2026, we aim to strengthen public confidence in Malaysia Healthcare while bringing our trusted healthcare ecosystem closer to local communities.”
More than 15 member hospitals participated, showcasing Malaysia’s strengths across various medical disciplines including cardiology, oncology, orthopaedics, fertility, health screening, gastroenterology, and other specialised services.
Participating hospitals:
1. Island Hospital Penang
2. Institut Jantung Negara
3. Mahkota Medical Centre
4. Subang Jaya Medical Centre
5. Alpha IVF & Women’s Specialists
6. Ampang Puteri Specialist Hospital
7. GenPrime Everlink Fertility Centre
8. Hospital Picaso
9. Damansara Specialist Hospital 2
10. KPJ Klang Specialist Hospital
11. MSU Medical Centre
12. Optimax Eye Specialist Centre
13. Pantai Hospital Kuala Lumpur
14. Pantai Hospital Penang
15. Penang Adventist Hospital
16. Sunway Medical Centre Damansara
17. Sunway Medical Centre Penang
18. Sunway Medical Centre Sunway City Kuala Lumpur
19. Thomson Hospital Kota Damansara
Indonesia continues to be Malaysia Healthcare’s largest source market. Healthcare traveller arrivals from Indonesia reached 968,000 in 2025, a 16% increase from the previous year, reflecting sustained confidence among Indonesian patients in Malaysia’s healthcare offerings.
MHX Yogyakarta 2026 forms part of MHTC’s broader strategy to strengthen long-term partnerships with communities, healthcare stakeholders, and local organisations across Indonesia, while supporting MYMT 2026’s goals to position Malaysia as the world’s preferred medical tourism destination.
BANGKOK, 27 August 2026: Thailand has unveiled its tourism strategy for 2027 under the ambitious banner of “The Year of Transformation”.
Those of us who have worked in Thai tourism for many years have heard plenty of strategies, slogans and campaigns. So rather than repeating the official language, a simpler question to ask is: “What will actually be different for the visitor?”
TAT wants tourism revenue to grow by at least 5% and aims for a 60:40 distribution between major and emerging destinations. It also talks repeatedly about attracting “high-value” travellers.
I understand the reasoning. Hotels naturally want higher room rates and greater revenue. Destinations want visitors who spend more. But there is another side to this equation: High-value tourism does not necessarily mean high-priced tourism.
Going local
Only a few days ago, I took a short road trip with friends through Phetchaburi province, visiting Kaeng Krachan and Phetchaburi town. Along the way, we stayed in local homestays, explored markets and attractions, enjoyed fantastic local food and, most importantly, met some wonderful local people.
What struck me was not luxury in the conventional sense. It was the richness and authenticity of the experience.
Money was spent locally, and visitors interacted directly with communities. Importantly, it represented excellent value for money.
For repeat visitors to Thailand, this matters enormously. Experienced travellers are not necessarily searching for a more expensive hotel or holiday. Often they are searching for something new to discover.
A local market, family-run restaurant, homestay or village festival can provide exactly that.
Perhaps we should therefore redefine “high value”:
LOCAL EXPERIENCE↓
AUTHENTIC CONNECTION↓
LOCAL SPENDING↓
MEMORABLE VISIT↓
REASON TO RETURN
That, to me, is high-value tourism too.
A visitor can spend THB100 on a memorable local meal and THB10,000 on a hotel room during the same journey. Both contribute to Thailand’s tourism economy.
The appeal of no-fly tourism
Another opportunity we sometimes overlook is that you don’t necessarily need to fly anywhere to have a great holiday.
International airfares can represent a substantial part of a holiday budget. For Thai travellers, expatriates and long-stay residents who call Thailand home, domestic travel offers an attractive alternative.
The airlines may not thank me for saying it, but no-fly tourism is actually rather appealing.
Remove an expensive international airfare, and suddenly there is more money for accommodation, restaurants, local guides, markets and attractions. Much of that spending remains within Thailand and local communities.
A rewarding break does not always require an airport or immigration queue. Sometimes it simply means getting into a car or boarding a train.
Many repeat visitors already know Bangkok, Phuket, Pattaya, Chiang Mai and Samui. The opportunity now is to discover the Thailand between the famous names.
Exploring lesser-known places by car or train. Phetchaburi town on the southern rail line from Bangkok.
Less jargon, more delivery
TAT talks about reshaping markets, new growth engines and meaningful destinations. Travellers ask much simpler questions:
Why should I go? What will I experience? Is it worth the money? Will I feel welcome?
My sister has an even simpler test for judging a good holiday. She asks just one question:
“Would you go back?”
If the answer is an immediate yes, the destination has probably got most things right. If the answer is “maybe” or “I’m not sure”, that return visit may never happen.
I think that is as good a measure of tourism success as any.
After more than three decades working and writing in Thailand’s hospitality and tourism industry, I have come to believe that attracting someone once is only part of the job. Giving them a reason to return is much more valuable.
Perhaps Thailand’s greatest opportunity in 2027 is therefore not simply persuading every tourist to spend more. It is creating experiences that make them say:
“Yes, I would go back.”
And sometimes the experiences that bring us back are not the most expensive ones. They are simply the ones we remember.
About the author Andrew J Wood is a Bangkok-based travel writer and former hotelier with more than three decades of experience in Thailand’s tourism and hospitality industry. A graduate of Napier University, Edinburgh, he has held senior hotel positions in Thailand and internationally. A long-standing member of Skål International, he is a former Director of Skål International, Past President of Skål International Asia, Thailand and Bangkok. Currently, he serves as Vice President of Skål International Bangkok. He writes regularly on tourism, hospitality, aviation and travel trends across Thailand and Asia.
