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Sarawak Tourism Board CEO: Purpose is our Compass

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Your Stories
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KUCHING, 28 November 2025: “Purpose becomes our compass in tourism as we preserve Sarawak’s identity while creating meaningful opportunities for our communities,” Sarawak Tourism Board CEO Sharzede Datu Haji Salleh Askor told a panel during the recent Sarawak Women of Tomorrow (SWOT) Season 4 programme.

She identified leadership as ultimately listening to people who explain their realities, understanding their needs, and ensuring that growth never compromises their dignity, culture, or community wellbeing.

The event continues with mentoring session where panelist participate and share their insights personally with participants of Sarawak Women Of Tomorrow, Season 4.

The Sarawak Women of Tomorrow (SWOT) Season 4 programme, held from 23 to 26 November, brought together leaders, industry experts, and emerging talents for a four-day exploration of future-ready leadership in Sarawak’s digital-green transformation era. 

As part of this flagship initiative to strengthen women’s leadership capacity across the state, the programme featured keynote sessions, workshops, exclusive conversations, and mentorship activities.

Sarawak Tourism Board (STB) Chief Executive Officer Sharzede Datu Haji Salleh Askor joined the programme on 24 November 2025, contributing her perspectives during the panel session titled “Leading with Purpose: Authentic Leadership in Complex Times.”

Her participation follows her recent recognition as one of Malaysia’s Top 30 Women of Excellence 2025, a testament to her leadership in elevating Sarawak’s tourism landscape.

From the left: Arinah Najwa Ahmad Said of Grab Malaysia,  Datu Dr. Hajah Rashidah Haji Bolhassan (Special Administrative Officer, Ministry of Tourism, Creative Industry and Performing Arts Sarawak), Datuk Zunaidah Idris (Founder and Vice Chairman of Women Leadership Foundation), Datin Rosmarie Wong Lu Yi (Founder of Ranee Artisan Gallery) and Sharzede Datu Haji Salleh Askor (CEO of Sarawak Tourism Board) during the Sarawak Women of Tomorrow panelist session group photo.

Sharzede’s national recognition, presented at the W Hotel Kuala Lumpur on 12 November 2025, honours her work in positioning Sarawak as a global tourism destination grounded in sustainability, creativity, and inclusivity. 

This year’s awards, themed “Excellence as a Spectrum, Not a Summit”, celebrated leaders and changemakers who drive impact through purpose and innovation.

Her leadership has strengthened strategic partnerships, elevated Sarawak’s international visibility, and advanced Responsible Tourism principles — further affirming her standing as one of Malaysia’s notable voices shaping the nation’s tourism industry.

Future-ready leadership

During the panel session, she drew from experiences across rural communities, national platforms, and crisis-era tourism recovery to highlight the importance of authenticity and clarity in leadership.

Held at Pullman Kuching, the session also featured Datu Dr Hajah Rashidah Haji Bolhassan and Datin Rosmarie Wong Lu Yi. Arinah Najwa Ahmad Said of Grab Malaysia moderated the session.

SWOT 2025, themed “Future-Ready Leadership: Navigating Sarawak’s Digital-Green Transformation”, continues the Women Leadership Foundation’s mission to nurture women leaders who can adapt, innovate, and contribute to Sarawak’s long-term social and economic progress. Since 2022, the programme has empowered 129 women leaders from more than 40 organisations, building a growing community of resilient, ethical, and purpose-driven talent across sectors.

Key themes explored during the session included women’s empowerment, inclusive tourism development, crisis leadership, and values-based decision-making. STB’s participation underscored insights drawn from community engagement, Responsible Tourism, and Sarawak’s CANFF pillars — Culture, Adventure, Nature, Food, and Festivals.

(Source: Your Stories — Sarawak Tourism Board)

BWH Hotels opens Best Western Premier Imperial Dalat

By
Your Stories
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BANGKOK 28 November 2025: BWH Hotels, a leading global hospitality enterprise comprising WorldHotels, Best Western Hotels & Resorts and SureStay Hotels, expands its portfolio in Vietnam with the opening of Best Western Premier Imperial Dalat, a brand-new upscale hotel that puts guests in the heart of an enchanting destination known as the “City of a Thousand Flowers.”

Nestled in Vietnam’s Central Highlands, Da Lat is an oasis of cultural charm and natural beauty, with a refreshingly cool climate and a wealth of attractions for all travellers. Commanding a prime location close to the city centre, Best Western Premier Imperial Dalat is within walking distance of Da Lat Market, Xuan Huong Lake and Con Ga Church, and surrounded by casual cafés and scenic photo spots. 

The 91-key hotel was designed to meet the needs of both leisure and business travellers, featuring contemporary rooms and suites – including connecting options for families – with panoramic views of the city or mountains. Throughout their stay, visitors can swim in the year-round heated pool, work out at the fitness centre, or feel rejuvenated at the spa, while children can enjoy fun activities at the kids’ club. Culinary options include authentic Vietnamese and Western cuisine at the all-day dining venue, an elegant Japanese restaurant, a stylish lobby lounge, a vibrant beer garden and a sophisticated cigar lounge.

Best Western Premier Imperial Dalat is also a hub for meetings and events, with a grand ballroom and several smaller function spaces providing intuitive options for every occasion, from executive meetings and training sessions to gala dinners and one-of-a-kind weddings.

“As Vietnam is one of the key markets for BWH Hotels, we are excited to introduce guests to this exceptional new property in Da Lat. With its fresh air, breathtaking scenery, lush floral landscapes and a wide range of attractions—from historic palaces and pagodas to golf courses and organic farms—this is the perfect place to unwind, create memorable experiences, or make a lasting impression. We look forward to supporting the growth of tourism in the City of a Thousand Flowers,” said BWH Hotels Vice President – APAC, Olivier Berrivin.

With the opening of Best Western Premier Imperial Dalat, BWH Hotels now offers five hotels and resorts across Vietnam, spanning destinations including Ho Chi Minh City, Phu Quoc and Nha Trang, with many more in the pipeline.

To book a stay with BWH Hotels in Asia, visit bestwesternasia.com and worldhotels.com. 

(Source: Your Stories — BWH Hotels)

Tongcheng Travel reports 3Q 2025 results

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Newsdesk
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HONG KONG, 28 November 2025: Tongcheng Travel Holdings Limited, a leading travel platform in China, announced this week its unaudited consolidated results for the three months ended 30 September 2025 (3Q 2025).

Tongcheng Travel, Executive Director and Chief Executive Officer, Ma Heping, commented on the company’s 3Q 2025 performance, noting that China’s travel industry continued to exhibit growth, buoyed by the emergence of diversified, personalised, and experience-oriented travel demand. 

Photo credit: Tongcheng Travel

“Thanks to our effective user engagement initiatives and enriched product and service offering, we have built a substantial user base while achieving steady growth. Entering the fourth quarter, we continue to see strong travel enthusiasm and demand, underscoring the industry’s underlying resilience. 

“We remain confident in the long-term growth trajectory of China’s travel industry. In an evolving landscape, Tongcheng Travel will continue to capitalise on market opportunities through precise execution while navigating challenges. We will continue to pursue strategic investment opportunities that align with our long-term vision to fuel sustainable growth.”

3Q 2025 highlights 

Revenue and Adjusted Profit 

Revenue increased by 10.4% year over year to CNY5,509.1 million.

Adjusted EBITDA increased by 14.5% yoy to CNY1,510.3 million. Adjusted EBITDA margin stood at 27.4%.

Adjusted net profit increased by 16.5% yoy to CNY1,060.2 million. Adjusted net margin reached 19.2%.

User base reached a historic high

Monthly paying users (MPUs) increased by 2.8% yoy to 47.7 million.

Annual paying users (APUs) increased by 8.8% yoy to 252.9 million.

Twelve-month accumulated number of travellers served increased by 7.3% yoy to 2,019.4 million, further cementing its position in China’s mass market.

Core OTA businesses

Revenue of core OTA business increased by 14.9% yoy to CNY4,608.8 million. 

Revenue from transportation ticketing services increased by 9% yoy to CNY2,208.7 million, supported by its user insights and the enrichment of value-added products and services.

Revenue from accommodation reservation services increased by 14.7% yoy to CNY1,579.5 million, achieving a record high in daily room nights sold.

Revenue from other businesses increased by 34.9% yoy to CNY820.6 million.

Focus on China’s mass travel market 

Mass travel demand continued to grow steadily, with strong growth across various travel scenarios, including family trips, graduation trips, and educational tours. Leveraging effective user acquisition strategies and exceptional operational capabilities, Tongcheng Travel has further consolidated its position in China’s mass travel market. 

During the period under review, the group’s average MPUs increased by 2.8% yoy to 47.7 million, while APUs grew by 8.8% yoy to 252.9 million, both reaching historic highs. The accumulated number of travellers served over the past 12 months increased by 7.3% to 2,019.4 million.

The group’s core OTA business maintained its growth momentum from 1H2025, with total revenue increasing by 14.9% yoy to CNY4,608.8 million. The group’s revenue from the accommodation business increased by 14.7% to CNY1,579.5 million, achieving a record high in daily room nights sold. It prioritised addressing users’ growing demand for higher-quality hotels, leading to a meaningful increase in the proportion of higher-quality hotel room nights sold on its platform. 

The group’s transportation business delivered solid growth, with further enhanced monetisation capabilities. During the period under review, revenue from transportation ticketing services increased by 9% to CNY2,208.7 million. 

The group’s other businesses demonstrated remarkable performance. During the period under review, revenue from other companies totalled CNY820.6 million, up 34.9% yoy, mainly driven by the hotel management business. Positioned as a secondary growth driver of the company, the asset-light hotel management business sustained its strong growth momentum, with efforts focused on expanding its hotel network while prioritising quality growth. As of the end of September 2025, the number of hotels in operation under the group’s hotel management business platform had risen to nearly 3,000, with 1,500 in the pipeline. In addition, the group completed the acquisition of Wanda Hotel Management (Hong Kong) Co., Limited (Wanda Hotel Management) on 16 October 2025. 

Looking ahead, the group will remain focused on its core OTA business to further strengthen its position in the domestic market. Meanwhile, it will intensify efforts to develop the outbound travel business to amplify its global market presence. With the strategic integration of Wanda Hotel Management, Tongcheng Travel’s hotel management business is poised for accelerated expansion, laying a robust foundation as its second growth driver. 

(Source: Tongcheng Travel Holdings Limited)

MOVE taps Vietjet flights and fares

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Newsdesk
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KUALA LUMPUR, 28 November 2025: AirAsia MOVE, a regional online travel agency (OTA) platform, has announced a new partnership with GalaxyJoy, the digital lifestyle loyalty platform of Vietnam’s leading investment group, Sovico. 

This collaboration enables MOVE to add Vietjet Air’s flight inventory to the MOVE platform, offering more competitive Vietjet Air flight options to travellers across Asean.

From left to right: Nadia Omer, Chief Executive Officer of MOVE and Hoa Lan Huong, Chief Executive Officer of GalaxyJoy. 

Through this partnership, MOVE and GalaxyJoy will work closely to provide travellers with more benefits, including attractive flight prices and promotional offers, as well as the ability to earn AirAsia points and SkyPoint for every Vietjet Air booking made through the MOVE platform. This integration further supports MOVE’s continued efforts to enhance the overall travel experience by offering relevant airline ancillaries such as seat selection and baggage options, all within a single platform.

MOVE Chief Executive Officer Nadia Omer commented: “This partnership enables us to add award-winning Vietjet Air’s flights into our platform, and we look forward to sharing Vietjet Air’s extensive route network with MOVE’s 15 million monthly active users.”

GalaxyJoy Chief Executive Officer Hoa Lan Huong shared: “As the developer and operator of Vietjet Air’s loyalty programme Vietjet SkyJoy, we are delighted to play a bridging role in connecting Vietjet’s extensive flight network with MOVE, one of the region’s leading online travel platforms. 

“This collaboration represents a significant step for GalaxyJoy in expanding its regional partnerships across ASEAN. By integrating Vietjet Air’s flight inventory into the MOVE platform, travellers across ASEAN will now enjoy easier access to Vietjet’s expanding route network, competitive fares and loyalty programme.”

(Source: MOVE)

Airbnb bookings in Thailand surge in H1 2025

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Newsdesk
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BANGKOK, 28 November 2025: Travel to Thailand is on the rise, according to recent data from Airbnb, with nights booked by international guests climbing almost 20% in the first half of 2025 compared to last year. 

During the same period, long-term stays rose by around 20% year-on-year, highlighting Thailand’s growing appeal not just for holidaymakers but also for digital nomads, remote workers and travellers seeking extended, immersive stays.

Photo credit: Airbnb Thailand.

This trend reflects a shift towards slower, more meaningful travel, with guests choosing to stay longer, explore new corners of the country, and experience local culture more deeply.

“Thailand’s timeless appeal lies in its balance of vibrant cities, serene beaches, rich culture, and genuine hospitality, qualities that continue to inspire travellers from around the world,” said Airbnb’s Country Head for Southeast Asia and India, Amanpreet Bajaj.

 “We’re seeing guests extend their stays and explore beyond the usual tourist trails, discovering emerging gems like Koh Chang and Nonthaburi. This growth not only reflects evolving traveller preferences but also reinforces Airbnb’s role in promoting more sustainable and dispersed tourism across Thailand.”

US and European markets power Thailand’s growth

The US was the top market for international Airbnb visitors to Thailand in H1 2025, with strong growth also recorded from European countries. 

France, Germany and the UK lead the surge, recording double-digit growth in H1 2025 when compared to the same period last year. Meanwhile, in APAC, Australia continues to drive regional momentum. The top international origin countries for Airbnb guests travelling to Thailand in H1 2025 were:

  • USA
  • UK
  • Germany
  • France
  • China
  • South Korea
  • Australia
  • Canada
  • Singapore

Lesser-known and coastal destinations on the rise

While Bangkok, Chiang Mai, and Phuket remain perennial favourites among international travellers, lesser-known coastal cities are rising in popularity. Chang Island saw the largest increase, with international bookings rising by over 70% in H1 2025. Hua Hin and Cha-am also recorded a noteworthy growth as travellers sought quieter, more local experiences.

Screen tourism sparks travel inspiration

Few things spark wanderlust quite like seeing a destination on screen. From sweeping beaches to dramatic cliffs, Thailand’s landscapes have captured the spotlight worldwide, and travellers are now chasing that same magic in real life. Bookings in Samui and Krabi by international guests grew by around 30% respectively in H1 2025, as travellers sought to experience the same backdrop they’ve seen on screen.

(Source: Airbnb Thailand)

Hong Kong Airlines codeshares with Turkish

By
Newsdesk
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HONG KONG, 28 November 2025: Hong Kong Airlines has expanded its codeshare partnership with Turkish Airlines to strengthen its international route network further.

Building upon their existing cooperation, the two airlines have extended their codeshare arrangement to include Hong Kong Airlines’ services to Australia. 

Turkish Airlines and Hong Kong Airlines upgrade codeshare agreement.

Passengers will now enjoy enhanced connectivity via Hong Kong, with seamless access to Sydney and Melbourne — two of Australia’s major cities — for a smoother one-stop travel experience.

Under the new agreement, Hong Kong Airlines places its “HX” code on Turkish Airlines flights between Hong Kong and Istanbul. In parallel, Turkish Airlines adds its “TK” code to Hong Kong Airlines-operated flights connecting Hong Kong with Tokyo, Osaka, Bangkok, Sydney, and the upcoming Melbourne service scheduled to commence in December 2025.

Hong Kong Airlines  Executive Vice President Louis Li said: “Istanbul is one of the world’s most historic and dynamic metropolises, as well as a key gateway to Europe. Since we established our codeshare partnership with Turkish Airlines in 2018, our collaboration has become tighter, enabling Hong Kong Airlines passengers to connect conveniently through Istanbul to destinations across Europe, while Turkish Airlines travellers can easily transfer via Hong Kong to major cities across Asia, including Japan and Thailand. The codeshare partnership not only deepens our business relationship but also enhances the overall travel experience for our customers.”

Turkish Airlines CEO Bilal Ekşi stated: “We are pleased to strengthen our partnership with Hong Kong Airlines, building on Hong Kong’s role as a key gateway in Asia and offering travellers even greater convenience and choice across our networks. This collaboration further connects Türkiye with Asia and beyond, reflecting our shared commitment to seamless global travel.”

(Source: Hong Kong Airlines)

Malaysia targets Europe’s Muslim travellers

By
Newsdesk
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JOHOR BAHRU, 28 November 2025: The Islamic Tourism Centre (ITC), in collaboration with the Malaysian Association of Tour and Travel Agents (MATTA), successfully concluded a week-long European Representative Familiarisation (FAM) Trip, tagged “A Muslim Friendly Voyage of Discovery”.

Designed to heighten Malaysia’s position as a preferred destination for the European Muslim travel market ahead of Visit Malaysia 2026 (VM2026), the event was held from 21 to 27 November 2025.

It brought together 10 representatives from Bosnia, France, Spain, Türkiye, and the UK, comprising muftis, influencers, and travel agents. Over seven days, the delegates embarked on a journey across Kuala Lumpur, Selangor, Putrajaya, Negeri Sembilan, Melaka, and Johor, visiting cultural, historical, natural, and religious sites that showcased Malaysia’s unique identity as a welcoming and inclusive destination for Muslim travellers.

“Muslim-friendly tourism has long been an aspiration for MATTA, and this Fam Trip represents an important step forward in realising that vision. For many years, we have seen the potential of this segment, not only for Malaysia as a welcoming and culturally diverse destination, but also for our members to serve a growing global Muslim travel market,” said MATTA President Nigel Wong.

This initiative forms part of Malaysia’s broader strategic effort to strengthen its presence in the European market, which represents the most significant global tourism expenditure at EUR979 billion in 2023 and is also home to a resident Muslim population of approximately 46 million. 

Participants were hosted at several Muslim-Friendly Tourism and Hospitality Assurance and Recognition (MFAR)-certified hotels, including Mardhiyyah Hotel & Suites (Selangor), Royale Chulan Seremban (Negeri Sembilan), and Lotus Desaru Beach Resort & Spa (Johor), allowing them to experience first-hand Malaysia’s certified Muslim-friendly accommodation and services.

Networking sessions and official dinners hosted by Tourism Selangor, Majlis Perbandaran Seremban, Tourism Melaka, and Tourism Johor provided valuable platforms for industry engagement, further enhancing Malaysia’s visibility and appeal within Europe’s growing Muslim travel segment.

“With VM2026 approaching, this is our chance to personally introduce participants to something truly special: our colourful culture and incredible heritage derived from our diverse population, delivered through the high-quality, seamless experience of our Muslim-Friendly Tourism and Hospitality (MFTH) ecosystem,” said Islamic Tourism Centre Acting Director General Nur Alyssa Coraline Yussin.

The itinerary featured notable highlights such as the Petronas Twin Towers, Kompleks Kraf, Badan Warisan Malaysia, Melaka’s historical quarter, Masjid Tuanku Mizan Zainal Abidin, Masjid Kampung Hulu, Nasyrul Quran Complex, and Masjid Sri Sendayan. Delegates also explored local culture, SMEs, and creative industries, strengthening their understanding of Malaysia’s diverse tourism offerings.

“By bringing representatives from Europe to experience Malaysia first-hand, we are opening doors to new opportunities. They witness for themselves the richness of our culture, the warmth of our people, and the strength of our Muslim-friendly ecosystem, from certified accommodation to guided experiences that reflect Malaysia’s identity. This journey is more than a FAM Trip; it is an introduction to what Malaysia truly offers as an inclusive and faith-considerate destination,” Wong added.

On that note, he added, “Most importantly, this initiative is designed for the benefit of our members. We want to ensure that MATTA members are well-positioned to tap into the European Muslim market, build meaningful connections, and showcase their expertise and offerings with confidence.”

Malaysia’s strong Muslim-friendly tourism infrastructure positions the nation as an attractive destination for European Muslims, especially as such facilities and services may not be widely available across Europe. Beyond leisure travel, opportunities also continue to grow in education, Malaysia My Second Home (MM2H), and medical tourism, supported by visa-free access for European nationals.

“Our relationship with MATTA has always been rock-solid, and this FAM Trip truly takes our public-private partnership to a new level. We know European travellers are a desired market for destinations around the world, including Malaysia. By focusing on its Muslim niche market, we’re tapping into a global market worth a staggering USD 235 billion by 2030, an enormous opportunity for local businesses,” Alyssa added.

(Source: MATTA)

The world’s 10 most visited countries

By
Andrew Wood
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BANGKOK, 26 November 2025: International travel continued its remarkable rebound last year, with 1.45 billion cross-border arrivals recorded globally, according to the UN Tourism (UNWTO).

In preparing this review of the world’s 10 most visited countries, I have relied on the latest official 2024 international arrival figures, not older or pre-pandemic Google summaries that still circulate online. I have also highlighted how each country grew from 2023 to 2024, giving a true sense of momentum.

As someone who has worked in tourism for more than 40 years, these rankings reveal changing traveller behaviour, shifting airline routes, new visa policies, and evolving global tastes. They also tell a powerful story about how destinations are positioning themselves in an increasingly competitive world.

How tourism GDP is measured

A tourist is an international visitor who travels outside their usual environment and stays at least one night for leisure, business, or other purposes. Tourism’s contribution to GDP combines direct spending on hotels, restaurants, attractions and local transport with broader indirect and induced impacts through supply chains, investment and jobs. The percentages listed for each country reflect WTTC’s full Travel and Tourism contribution, which is the globally accepted standard.

▫️1. France

2024 arrivals: 102 million, up 2% on 2023

France remains the world’s most visited nation. Its appeal is astonishingly broad. Visitors are drawn to Paris and its iconic culture, but equally to regions such as Provence, Brittany and the Loire Valley. French gastronomy, wine tourism, and shopping continue to set the global benchmark for lifestyle travel. As I review these figures each year, France always stands out for combining mass appeal with refined, high-value tourism. Tourism share of GDP: 9%*.

▫️2. Spain

2024 arrivals: 93.8 million, up 10%

Spain’s growth last year was one of the strongest in Europe. The blend of Mediterranean beaches, Barcelona and Madrid’s cultural energy, and the islands’ exceptional climate offers year-round appeal. Food, festivals and modern tourism infrastructure keep Spain firmly in second place. Tourism share of GDP: 15 to 16%.

▫️3. USA

2024 arrivals: 72.4 million, up 9%

The US attracts visitors for its wide variety. Iconic cities, national parks, business travel, entertainment, education and major events all contribute. Orlando, New York and Las Vegas remain global hubs of demand. Domestic travel is vast and continues to reinforce the sector’s size. Tourism share of GDP: just under 10%.

▫️4. Türkiye

2024 arrivals: 60.6 million, up 10%

Türkiye has surged in popularity, driven by Istanbul’s cultural magnetism, the value-for-money coastal resorts of Antalya and Bodrum and improved connectivity. Currency dynamics made Türkiye exceptionally competitive in 2024. Tourism share of GDP: 12%*.

▫️5. Italy

2024 arrivals: 57.8 million, up 3%

Italy’s tourism strength is built on history, art, cities and food. Rome, Venice and Florence remain the core draws, but Italy’s lifestyle tourism from lakes to islands helps spread visitors more evenly. Tourism share of GDP: 10 to 11%.

▫️6. Mexico

2024 arrivals: 45 million, up 6 per cent

Mexican tourism is driven by strong US and Canadian demand, excellent air connectivity and globally recognised sun-and-sand destinations. Its cultural depth remains one of its greatest assets. Tourism share of GDP: 15%*.

▫️7. UK

2024 arrivals: 41.8 million, up 12%

The UK had one of the highest growth rates in the top ten. London continues to anchor the country’s appeal, offering free museums, theatre, royal heritage, and world-class dining. Beyond the capital, tourism is strengthened by Edinburgh, the Highlands, the Lake District, York, Bath, the Welsh national parks and Northern Ireland’s coastal landscapes.

The UK punches far above its size thanks to global soft power, Premier League football, festivals, heritage, international education and major events. This diversity of appeal is what keeps the UK consistently within the top tier. Tourism share of GDP: 10%*.

▫️8. Germany

2024 arrivals: 37.5 million, up 8%

Germany offers a powerful combination of leisure and business travel. Christmas markets, cultural cities, and scenic routes give it seasonal variety, while trade fairs and exhibitions underpin its strength in business tourism. Tourism share of GDP: 11 to 12%.

▫️9. Japan

2024 arrivals: 36.9 million, up 47%

Japan’s recovery has been exceptional. A weak yen, improved air access, and high interest from global travellers fuelled a record-breaking return. Cherry blossom, food culture, safety and efficient transport all reinforce Japan’s international brand. Tourism share of GDP: 7 to 8%.

▫️10. Greece

2024 arrivals: 36 million, up 10%

Greece continues to outpace expectations. Its islands remain world-famous, but Athens has also become a strong year-round city break destination. Cruise demand, heritage sites and seasonal diversification support its tourism resilience. Tourism’s share of GDP: 18 to 20%.

Tourist spending 

While arrival numbers show where travellers go, tourism receipts reveal how much they spend. In 2024, the leading countries for international tourism earnings included:

  • USA        
  • Spain
  • UK   
  • France
  • Italy    
  • Türkiye   
  • Japan
  • United Arab Emirates

High receipts often reflect strong long-haul demand, luxury segments, large cities, major events and strong shopping and dining economies.

Rising stars: Destinations to watch

Looking beyond the top 10, Thailand, Saudi Arabia and the UAE are strongly positioned for future rankings based on 2024 performance.

• Thailand at 35.5 million arrivals, driven by beaches, medical tourism and cultural depth.

• Saudi Arabia at 29.7 million arrivals, expanding rapidly with Vision 2030.

• UAE nearing 19 million arrivals, with Dubai consistently in the world’s top three most visited cities.

About the author
Andrew J Wood is a British-born travel writer and former hotelier who has lived in Thailand since 1991. Beginning his full-time hospitality career in the early 1980s, he brings more than four decades of experience to the industry. He has held senior roles with Thistle Hotels, Shangri-La Hotels & Resorts, Minor Hotels, The Landmark Lancaster Hotel Group, Chaophya Park & Resorts and the Royal Cliff Group. A graduate of Napier Edinburgh University and a former Director of Skål International, he is also a Past President of Skål International Bangkok, Skål Thailand and Skål Asia. Andrew writes widely for travel and hospitality publications, offering insights into tourism trends across Asia and the global visitor economy.

*: Approximate values.

Centara X Icons Series: Landmark Sports Partnership

By
Your Stories
-

BANGKOK, 27 November 2025: Centara Hotels & Resorts, Thailand’s leading hotel operator, is proud to announce that it has become the Official Hotel Partner of the Reignwood Icons of Football 2026, which will see soccer legends from around the world tee off at Robinswood Golf Club in Bangkok from 31 January to 1 February 2026.

This landmark partnership, which unites two powerhouse brands in the worlds of hospitality, sport and entertainment, was officially unveiled at “Grand Heights” – a VIP event at CRU Champagne Bar, the spectacular rooftop venue perched on the 59th floor of Centara Grand at CentralWorld. At this glittering occasion on 21 November 2025, set against the backdrop of Bangkok’s skyline, an A-list of global football icons, including Team England’s Joe Hart and Team World’s Aaron Ramsey, gathered to celebrate the launch, along with distinguished guests, media, and partners.

An a-list of global football icons, Joe Hart and Aaron Ramsey gathered to celebrate the partnership announcement.

An A-list of global football icons, Joe Hart and Aaron Ramsey, gathered to celebrate the partnership announcement.

Part of the global Icons Series, Reignwood Icons of Football 2026 is an entertainment-driven sporting format that brings the world’s greatest footballers together for a globally televised golf showdown between Team England and Team World. As the tournament’s Official Hotel Partner, Centara will now become “The Place to Be” for fans, offering exclusive access and members-only experiences. CentaraThe1 members and Icons fans will enjoy a wide range of benefits.

The partnership announcement was held at CRU Champagne Bar, the spectacular rooftop venue perched on the 59th floor of Centara Grand at CentralWorld.

Centara Hotels & Resorts CEO Thirayuth Chirathivat said: “We are delighted to partner with the Reignwood Icons of Football 2026, an innovative sports entertainment brand that brings together some of the world’s most famous footballers in a compelling cross-sport contest. Centara is committed to creating original and extraordinary experiences for our guests, making this collaboration a perfect match for our philosophy. I’m confident that our guests, including our esteemed CentaraThe1 members, will love the exciting lineup of activities we’ve got planned throughout the tournament.”

The partnership will see Centara featured prominently across the Icons Series’ digital, social, and broadcast platforms, as well as in global PR, influencer activations, and event hospitality, positioning both Centara and Reignwood Icons of Football 2026 as “The Place to Be” for local sports fans and international travellers alike.

For more information and to book your stay with Centara, please visit www.centarahotelsresorts.com.

For more information about the Icons Series, visit www.icons-series.com.

(Source: Your Stories — Centrara Hotels & Resorts)

Emirates collaborates with OpenAI

By
Your Stories
-

SINGAPORE, 27 November 2025: Emirates and OpenAI have entered into a strategic collaboration to advance AI adoption and innovation across the airline. 

The collaboration will entail enterprise-wide deployment of ChatGPT Enterprise, supported by tailored AI literacy programmes, technical exploration, and executive strategic alignment designed to embed AI capabilities across the organisation. 

Emirates Executive Vice President IT Ali Serdar Yakut said: “We see enormous potential for AI technology to support our business requirements, helping us tackle complex commercial challenges, strengthening our operations, and enhancing the customer experience. Closely working with OpenAI will make our technology investments both strategic and scalable, enabling us to deliver enhanced value to our employees and customers, fundamentally changing how we innovate, deliver value, and maintain our competitive edge in the industry.”

OpenAI Regional Director, MENA & Central Asia, Rod Solaimani said: “Emirates Group has laid out a bold vision for how AI can transform the future of aviation. With this collaboration, we’re proud to help them bring that vision to life – embedding intelligence across their operations, empowering teams with powerful new tools, and reimagining the travel experience for millions of customers.”

As part of their work together, Emirates and OpenAI will explore opportunities to introduce practical use cases, develop an internal AI champion network, and establish an AI Centre of Excellence. 

This collaboration will identify key areas for enhancing and expanding AI capabilities across the organisation, covering critical skills, processes and technology needed to power Emirates into the next era.

Emirates stands to gain early access to cutting-edge AI research and emerging breakthroughs, as well as collaboration on government-led innovation projects and accelerators. 

Additionally, Emirates and OpenAI will jointly run dedicated leadership sessions to explore practical applications, build sponsorship and advocacy for AI initiatives, and provide leaders with visibility into OpenAI’s product roadmap for long-term planning.

For more information on flights or to make a booking, visit www.emirates.com. 

(Source: Your Stories — Emirates)

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