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Saudi Arabia drives ‘Beyond Tourism’ initiative

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RIYADH, Saudi Arabia, 14 November 2025: The Ministry of Tourism of Saudi Arabia, in partnership with the World Economic Forum, announced on Thursday the launch of Beyond Tourism, a new multi-sector initiative aimed at transforming the global tourism industry through coordinated, measurable action in sustainability, inclusion and resilience. 

The announcement took place on the sidelines of TOURISE, the global platform bringing together public and private sector leaders to shape the future of tourism.

Minister of Tourism of Saudi Arabia, Ahmed Al-Khateeb, brings together leaders from across the tourism ecosystem to launch the ‘Beyond Tourism’ initiative with the World Economic Forum.

Minister of Tourism of Saudi Arabia, Ahmed Al-Khateeb, brings together leaders from across the tourism ecosystem to launch the ‘Beyond Tourism’ initiative with the World Economic Forum.

Beyond Tourism presents a platform for leaders from across the tourism ecosystem — including real estate, infrastructure, technology, urban planning, culture, and conservation — to advance a shared agenda for the future of travel. The initiative is anchored in 10 guiding principles designed to ensure that tourism growth delivers meaningful and lasting value for residents, visitors, businesses, and communities.

“Saudi Arabia is proud to lead Beyond Tourism in partnership with the World Economic Forum,” said the Minister of Tourism. “This partnership reflects our shared belief that the solutions we seek for tourism are solutions for humanity itself — solutions that foster understanding, create opportunity, and build resilience for generations to come.”

The launch of Beyond Tourism aligns with the Kingdom’s Vision 2030, which positions tourism as a key driver of economic diversification, job creation and cultural exchange. Saudi Arabia has welcomed more than 116 million visitors since the launch of Vision 2030 and aims to reach 150 million by 2030.

The World Economic Forum and Ministry of Tourism jointly developed the initiative’s 10 guiding principles, which include aligning market opportunities with local strengths, empowering local economies, investing in future-ready workforces, championing cultural heritage, revitalising ecosystems, and harnessing technology responsibly.

“Tourism is both a bridge and a ladder — connecting cultures and lifting communities,” said World Economic Forum President Børge Brende. “If we do this together, Beyond Tourism will unlock the sector’s full potential — not just in GDP terms, but in quality jobs, vibrant places, and regenerated nature.”

The 10 guiding principles for transformative tourism are:

Align market opportunities with local strengths and values;

Enable responsible choices for evolving travellers.

Empower local enterprise and economies;

Invest in a future-ready workforce;

Develop infrastructure for shared benefit;

Balance demand with local capacity;

Champion cultural heritage and connection;

Revitalise and protect natural ecosystems;

Strengthen ecosystem resilience;

Harness data and technology responsibly.

As part of the initiative, a global coalition of leaders has been established to identify and implement demonstration projects in key regions. Over the next three years, the Ministry of Tourism and the World Economic Forum will focus on building a diverse community, developing practical tools and piloting sustainable tourism models.

The future of tourism will be defined not by one country or one organisation, but by our collective ability to listen, innovate, and act together. This initiative sets a global agenda for tourism that is more connected, inclusive, and sustainable — reflecting Saudi Arabia’s central role in advancing international collaboration and ensuring the sector delivers long-term benefits for people and planet.

(Source:  Ministry of Tourism of Saudi Arabia)

Emirates Group scores half-year profit 

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Your Stories
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DUBAI, UAE, 13 November 2025: The Emirates Group reports a new record half-year financial performance, posting a profit before tax of AED 12.2 billion (USD3.3 billion) for the first six months of 2025-26, making this the fourth consecutive year of record profitability for the half-year reporting period.

After accounting for income tax charges, the group’s profit after tax is AED 10.6 billion (USD2.9 billion), up 13% from last year.

Illustrating its strong operating performance, the group maintained a robust EBITDA of AED 21.1 billion (USD5.7 billion), 3% higher than the AED 20.4 billion (USD5.6 billion) reported for the same period last year.

Group revenue was AED 75.4 billion (USD20.6 billion) for the first six months of 2025-26, up 4% from AED 70.8 billion (USD19.3 billion) last year.

The group closed the first half year of 2025-26 with a record cash position of AED 56.0 billion (USD15.2 billion) on 30 September 2025, compared to AED 53.4 billion (USD14.6 billion) on 31 March 2025. The group has been able to tap into its own strong cash reserves to support business needs, including funding for new aircraft deliveries and servicing existing debt obligations. The group also paid the remaining AED 2 billion (USD545 million) in dividends to its owner, of the AED 6 billion (USD1.6 billion) declared during the financial year 2024-25.

His Highness (HH) Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline and Group said: “The Group has once again delivered an outstanding performance, surpassing our half-year results of last year to achieve a new record profit for H1 2025-26. I’m delighted to note that Emirates maintains its position as the world’s most profitable airline for this half-year reporting period.

“This performance was primarily driven by the unflagging demand and growing customer preference for our product and services, which drove revenue growth and profitability.

“Emirates and dnata have invested billions to continually enhance our products and services, to bring new products to market, to improve our operations through innovation and technology, and to look after our employees who ensure our customers’ safety and satisfaction. These are core to our DNA. 

“The group’s strong profitability enables us to continue making these investments, and to scale up our proven business models in concert with Dubai’s growth as a global city of choice for talent, for businesses, and for tourists.”

HH Sheikh Ahmed added: “Global demand for air transport and travel services has been buoyant, despite geopolitical events and economic concerns in some markets. We expect this demand resilience to continue for the rest of 2025-26 and look forward to increasing our capacity to grow revenues as new A350 aircraft join the Emirates fleet, and new facilities come online at dnata.”’

Airline operations

Emirates continued to enhance its network and connectivity options through its Dubai hub. During the first half of 2025-26, Emirates launched new flight services to: Danang, Siem Reap, Shenzhen and Hangzhou. As of 30 September, Emirates’ passenger and cargo network spanned 153 airports in 81 countries and territories.

The airline strengthened its network connectivity by deploying 28 additional weekly scheduled flights to Antananarivo, Johannesburg, Muscat, Rome, Riyadh and Taipei.

Providing even more connection options for customers, during the first six months of 2025-26, Emirates entered agreements with three codeshare and interline partners: Air Seychelles, Condor, and Aurigny.

Between 1 April and 30 September, Emirates received five new A350 aircraft, adding more Business Class and Premium Economy seats to the airline’s inventory. During this period, 23 aircraft (six A380s, 17 Boeing 777s) with fully refreshed interiors rolled out of the airline’s USD 5 billion retrofit programme. This enabled Emirates to bring its latest cabin products to even more markets, including the industry-leading Emirates Premium Economy. By 30 September, Emirates Premium Economy was available to customers flying between Dubai and 61 cities.

On the ground, “Emirates First” opened at Dubai Airport, offering First Class customers and Platinum Skywards members a luxurious private check-in area and experience. In the first six months of 2025-26, Emirates accelerated the roll-out of its retail strategy with the opening of new concept travel stores in Accra, Bangkok, Geneva, Jakarta, Mauritius, Osaka, Seoul, and Singapore.

Emirates continued to progress on its environmental initiatives, uplifting sustainable aviation fuel (SAF) where available and feasible, including at 37 airports. In April, Emirates joined the Aviation Circularity Consortium (ACC), a network of organisations committed to building a circular economy for aviation and creating new pathways to accelerate decarbonisation through high-value circularity in the global supply chain.

In the first half of 2025-26, Emirates made notable investments to boost its global brand visibility. The airline signed multi-year sponsorship deals to become the Platinum Partner of FC Bayern Munchen, the Official Main Sponsor of Real Madrid Basketball, and Premium Partner and Official Airline Partner of the Investec Champions Cup and European Professional Club Rugby (EPCR) Challenge Cup. Emirates also extended its partnership with ATP as a Premier Partner and Official Airline of the ATP Tour through 2030, as well as its shirt sponsorship with Olympique Lyonnais, which will run through 2030. 

Overall capacity during the first six months of the year increased by 5% to 31.3 billion Available Tonne Kilometres (ATKM) due to expanded flight operations. Capacity measured in Available Seat Kilometres (ASKM) increased by 5%, whilst passenger traffic carried measured in Revenue Passenger Kilometres (RPKM) was up by 4% with an average Passenger Seat Factor of 79.5%, compared with 80.0% during the same period last year. Emirates carried 27.8 million passengers between 1 April and 30 September 2025, up 4% from the same period the previous year.

Profit before tax

Cementing its position as the world’s most profitable airline for the half-year reporting period, Emirates’ profit before tax for the first half of 2025-26 hit a new record of AED11.4 billion (USD3.1 billion), compared to AED 9.7 billion (USD2.6 billion) last year. Emirates’ profit after tax is AED9.9 billion (USD2.7 billion), up 13% from last year.

Emirates’ revenue, including other operating income, of AED65.6 billion (USD17.9 billion) was up 6% compared with AED 62.2 billion (USD 16.9 billion) for the same period last year. The airline’s new record revenue can be attributed to an unabated travel appetite across markets and customer preference for Emirates’ products and services, particularly its premium cabins.

Emirates’ operating costs (including fuel) grew by 4% in line with increased operations. Fuel remains the largest component of the airline’s operating cost at 30%.

Driven by customer demand and increased operations during the six months, Emirates’ EBITDA of AED19.7 billion (USD5.4 billion) remained strong, up 3% compared to AED19.1 billion (USD5.2 billion) for the same period last year.

For more information on Emirates or to book flights, visit: www.emirates.com. 

(Source: Your Stories — Emirates)

Saudi Tourism campaign targets Chinese travellers

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SINGAPORE, 13 November 2025: The Saudi Tourism Authority (STA), known for its global destination brand ‘Saudi, Welcome to Arabia,’ has launched its new international campaign ‘Immerse Your Soul in Arabia’, inviting travellers to rediscover the warmth and spirit of Saudi Arabia through authentic cultural experiences.

The global campaign video, “Immerse Your Soul in Arabia,” follows the travel diary of a young Chinese girl and her family on a heartfelt journey through Saudi Arabia, capturing the country’s authentic blend of heritage and modernity through vivid and emotional storytelling.

The global campaign film ‘Immerse Your Soul in Arabia” follows the travel diary of a young Chinese girl and her family.

The launch of “Immerse Your Soul in Arabia “comes at a time when Chinese travellers’ interest in Saudi Arabia is growing rapidly. According to the Saudi Tourism Authority (STA), around 140,000 Chinese visitors travelled to Saudi Arabia in 2024, marking a historic high. 

From a broader market perspective, Saudi Arabia welcomed approximately 116 million visits in 2024, representing a 6% year-over-year increase. This included around 29.7 million international arrivals, an 8% increase from the previous year. 

As destinations such as Riyadh, Jeddah, AlUla, and the Saudi Red Sea continue to gain popularity, Chinese travellers are showing growing enthusiasm to explore this vast city. With its rich cultural heritage and diverse natural landscapes, Saudi Arabia is quickly emerging as one of the most sought-after destinations among Chinese tourists.

(Source: Saudi Tourism Authority)

Marriott opens Four Points Sheraton in Xi’an

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SINGAPORE, 13 November 2025: Four Points by Sheraton, part of Marriott Bonvoy’s global portfolio, celebrated the opening of its 100th hotel in Greater China — Four Points by Sheraton Xi’an Bell Tower on Wednesday. 

Situated in the Bell Tower area in the heart of downtown Xi’an, the hotel is suited for both business and leisure travellers, offering guests a balanced and comfortable stay that reflects the relaxing spirit of Four Points by Sheraton.

Four Points by Sheraton Xi’an Bell Tower.

Four Points by Sheraton Xi’an Bell Tower, located on West Street in Xi’an’s Lianhu District, serves as an ideal base to explore the city’s rich heritage — the Bell and Drum Towers, the Shaanxi History Museum, and the Terracotta Warriors. 

The 214-room hotel is also conveniently located near major transportation links: 30 metres from Guangji Street Metro Station, approximately 5 km from Xi’an Railway Station, 17 km from Xi’an North Railway Station, and 37 km from Xi’an Xianyang International Airport.

The 100th Four Points by Sheraton hotel in Greater China named Liu Ning as general manager.

(Source: Marriott International)

YouTrip splashes out with cashback and vouchers

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SINGAPORE, 13 November 2025: YouTrip, Singapore’s multi-currency wallet, is giving away 100 hotel stays and 2% cashback to let Singaporean travellers get more out of their overseas spending during the year-end festive season.

Launched on 12 November, the hotel and cashback perks are available through to midnight on 6 January 2026. YouTrip users who spend at least SGD1,200 in foreign currency equivalent stand a chance to be one of 100 lucky winners to gain hotel vouchers worth SGD600.

Photo credit: YouTrip.

The first 2,500 users who hit the minimum spend will also receive 2% cashback on all qualifying spends capped at SSG30. Users can join by registering via the Promo banner in the YouTrip app.

YouTrip offers competitive exchange rates throughout the day, with no hidden fees. Twelve in-app wallets allow users to pre-convert currencies and lock in favourable rates ahead of their trips. Users also receive real-time notifications for every transaction, with the ‘one-lock’ switch providing instant control over their cards, ensuring both convenience and security while abroad.

(Source: YouTrip)

Qatar Airways flies Doha-Hail route

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DOHA, Qatar, 13 November 2025: Qatar Airways will embark on its latest route expansion in Saudi Arabia, the airline’s CEO, Engr Badr Mohammed Al-Meer, confirmed during a panel discussion, “Tourism Rising: A New Era of Influence and Impact”, at the TOURISE Summit 2025 in Riyadh, 11 to 13 November.

From 5 January 2026, Qatar Airways will launch three weekly flights to Hail (HAS), making it the 13th Saudi city to be served by the airline in addition to increasing services to Jeddah (JED) and Riyadh (RUH) from six to seven daily flights.

Photo credit: Qatar Airways. TOURISE Summit 2025 in Riyadh, 11 to 13 November.

“At Qatar Airways, we are proud to see our presence continually grow in both scale and significance across the Kingdom of Saudi Arabia. Our network now spans every major region of the Kingdom, and over the past 12 months, we have connected nearly 2.5 million passengers in the Kingdom to our global network. This is a reflection of the level of trust travellers in Saudi Arabia place in our airline and the excellence of our services across the Saudi market.”

Qatar Airways flights to Hail International Airport (HAS)

This development follows a strong year of operational growth for Qatar Airways in Saudi Arabia, including the resumption of flights to Abha earlier this year, and the launch of services to The Red Sea in October, making the airline the first international carrier to connect The Red Sea to over 170 global destinations.

With Qatar Airways’ new route to Hail, the airline’s footprint in the Kingdom will expand to 13 destinations served with more than 150 weekly flights, providing travellers across Saudi Arabia with convenient access to over 170 global destinations through the airline’s Doha hub, Hamad International Airport.

(Source: Qatar Airways)

Australia’s visitor arrivals pass pre-COVID milestone

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SINGAPORE, 13 November 2025: Australia’s international visitor arrivals in September exceeded the pre-COVID-19 September 2019 benchmark for the first time.

Quoting Australian Bureau of Statistics (ABS) data, Tourism Australia called it “a long-awaited milestone” for the country’s international arrivals data. 

Photo credit: Tourism Australia.

TA also noted that it “was positive news” when compared to September 2024, with arrivals up 10.4% year-on-year. New Zealand was once again the leading source market with more than 135,000 Kiwis visiting Australia in September, followed by China with 83,000 and the UK with almost 47,000.

“Overall, the numbers for September are very encouraging as we approach the Summer period, which is traditionally the peak time for so much of our tourism industry around the country”, Tourism Australia concluded.

Key September statistics from ABS

Short-term visitor arrivals: 696,500 – an increase of 10.4% on one year earlier.

Short-term resident returns: 1,050,090 – an increase of 2.9% on one year earlier.

Total arrivals: 1,830,370 – an increase of 5.6% on one year earlier.

Total departures: 1,921,380 – an increase of 6.9% on one year earlier.

Short-term visitor arrivals, Australia – top 10 source countries (a)

The statistics represent the number of international border crossings rather than the number of people. (ABS)

(Source: Tourism Australia and ABS)

Cathay Pacific’s service to Adelaide takes off

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HONG KONG, 13 November 2025: Cathay Pacific returns to Adelaide, Australia, with the launch of a three-weekly seasonal service connecting Hong Kong with the South Australian capital. 

The first flight departed from Hong Kong International Airport just before midnight on Tuesday, 11 November and arrived in Adelaide on the following morning.

Photo credit: Cathay Group.

Cathay Pacific’s new service reestablishes a vital direct connection between these two cities, fostering enhanced travel, trade, and cultural exchange between Asia and Australia.

Cathay Chief Customer and Commercial Officer Lavinia Lau commented: “We are delighted to return to Adelaide, a city we have a long history with, having first launched flights in 1992. 

“Adelaide is a dynamic city on the South Australia coast that offers visitors incredible culinary delights, world-renowned wines, stunning natural attractions, and much more. We look forward to welcoming customers onboard to experience our signature Cathay Pacific service, whether they are flying to this dynamic city, our home hub, or beyond.”

Cathay Pacific deploys its A350-900 aircraft on the route, configured with 28 fully flat beds in business class, 28 spacious seats in premium economy, and 244 in economy class. Total: 280 seats. Flight time: Eight hours and 30 minutes.​

Wi-Fi connectivity is advancing across Cathay Pacific’s entire fleet. The service is currently complimentary for business class customers and Cathay Diamond members. It will soon be available to Cathay Gold members starting 15 November, as well as to Cathay members travelling in premium economy by the end of this year.

Cathay Pacific now flies to six destinations in Australia: Adelaide, Brisbane, Cairns, Melbourne, Perth, and Sydney. Together with its flights to Auckland and Christchurch in New Zealand, the airline operates nearly 100 return flights per week to Oceania during the winter season.

Flight schedules

(Source: Cathay Group)

Sarawak Minister makes history at ICCA 

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Your Stories
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PORTO, Portugal, 12 November 2025: Sarawak’s largest-ever delegation took centre stage at the 64th ICCA (International Congress and Convention Association) Congress 2025, reinforcing Sarawak’s position as a global force in legacy-driven business events.

Led by The Honourable Dato Sri Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry and Performing Arts Sarawak, the delegation emphasised Sarawak’s hallmark whole-of-government and whole-of-industry approach to elevating the business events industry as a driver of sustainable economic and social progress.

BESarawak receives an ICCA Award of Appreciation for Sarawak’s contributions to the growing APAC industry.

Championing Legacy at a Global Stage

The 64th ICCA Congress, themed “Uniting the Global Business Events Community,” spotlighted collaboration as the driving force behind innovation, resilience, and positive change shaping the industry today. 

A key highlight of Sarawak’s participation was the “Dialogue between Ministers and Industry Leaders: How to Really Work Together”, represented by The Honourable Dato Sri Abdul Karim Rahman Hamzah, who made history by being the first minister from Asia to address an ICCA session on government collaboration.

During the session, the Minister discussed how the Sarawak government is utilising business events through a robust partnership among various ministries.

“Long-term thinking is essential to strengthen confidence and align industry needs with national priorities,” said The Honourable Minister Dato Sri Abdul Karim Rahman Hamzah. “We will be signing MoUs with 12 Sarawak ministries in December to reflect the government’s commitment to business events and strengthen the collaboration between the government and the industry. This will be the biggest government-industry partnership in Malaysia’s business events industry.”

Meanwhile, Datu Hii Chang Kee and Amelia Roziman also made an appearance as speakers at ICCA’s Asia Pacific Chapter meeting. When asked about Sarawak’s flawless 100% bid win since 2021, Datu Hii attributed it to the government’s support. 

“Besides investing in high-impact and high-value topics, our success stems from the government’s strong commitment to collaboration,” Datu Hii said. “Every bid is backed by a unified effort across ministries, agencies, and industry partners, all aligned under Sarawak’s legacy-driven vision to create long-term benefits for communities, not just host events.”

Sarawak Minister speaks at 64th ICCA Congress on government-industry collaboration.

At the same event, BESarawak received the ICCA Award of Appreciation for Sarawak’s contribution to the strong development of APAC’s industry.

“We are truly honoured to be recognised as a regional leader in transformative business events. These platforms have transformed Sarawak from a passive participant in the global market to an active innovator of the future. We are turning local assets of knowledge, culture, and industries into global advantages,” said Roziman, who received it on behalf. 

Speaking as the CEO of ICCA, Dr Senthil Gopinath applauds Sarawak’s approach as a living example of how government leadership and industry collaboration can drive transformative growth.

“The collaboration between the Sarawak Government and our industry partners through the convention bureau demonstrates how a shared vision can create measurable outcomes and meaningful impact. ICCA is proud to recognise Sarawak as it continues to grow as a capital of business events.”

The Sarawak delegation to Porto comprised representatives from the Ministry of Tourism, Creative Industry and Performing Arts (MTCP) Sarawak, Business Events Sarawak (BESarawak), Sarawak Tourism Board (STB), Sarawak Arts Council, Sarawak Museum Department, Sarawak Craft Council, the Honourable Mayor Adam Yii (Chairman, Miri Business Events Committee), and Dr Renco Yong (Chairman, Sibu Business Events Committee).

For more information on Sarawak events, visit: Business Events Sarawak. 

(Source: Your Stories — BESarawak)

Sarawak returns to Taipei International Travel Fair

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Your Stories
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TAIPEI, Taiwan, 12 November 2025: Sarawak Tourism Board (STB) returned to the Taipei International Travel Fair (ITF) 2025 to promote Sarawak as the Gateway to Borneo, showcasing the state’s distinct appeal through its five tourism pillars — Culture, Adventure, Nature, Food, and Festivals (CANFF) — as part of Malaysia’s preparations for Visit Malaysia Year 2026 (VMY2026).

Held at Nangang Exhibition Hall 1, ITF Taipei continues to serve as a key platform for STB to strengthen Sarawak’s visibility in the Taiwan market and build meaningful connections with both trade and consumers in the region. The participation also aligns with Malaysia’s nationwide efforts to build momentum toward VMY 2026, with Sarawak taking a proactive role in driving regional awareness through authentic and sustainable tourism storytelling.

From third left: Representative of Sabah Tourism Board, Mr. Hafiz Hazin (Director of Tourism Malaysia Taipei), Ms. Aznifah Ghani (President of the Malaysia Friendship and Trade Centre Taipei), and representatives of Selangor Tourism Board and Sarawak Tourism Board during the launching ceremony of the Malaysia Pavilion at ITF 2025.

Visitors were introduced to Sarawak’s diverse offerings that embody its core CANFF pillars — from its living cultures and Indigenous heritage to its lush rainforests, adventurous landscapes, vibrant festivals, and creative gastronomy. Each element reflected Sarawak’s positioning as a destination of More to Discover, where culture and nature coexist in balance and harmony.

“Taiwan remains one of Sarawak’s important markets in North Asia, and ITF Taipei provides an invaluable platform to connect with our partners and travellers,” said Puan Sharzede Datu Haji Salleh Askor, Chief Executive Officer of Sarawak Tourism Board. “As Malaysia moves towards Visit Malaysia Year 2026, Sarawak is proud to showcase what makes our state special — our people, our culture, our natural beauty, and our commitment to responsible tourism.”

Happy consumers purchasing Sarawak travel packages at the Sarawak Pavilion at ITF 2025.

STB’s participation was supported by Taiwan-based travel partners, including ComeBest Tour Co Ltd, China Dragon Travel Service Co Ltd, Happy Go Travel Co Ltd, and Nami International Travel Agency Co Ltd (Lamingo Tour), which promoted a curated Sarawak tour package highlighting heritage, community-based, and nature-led experiences. These collaborations reinforce STB’s long-term strategy of working with regional agents to position Sarawak as a key destination in Borneo for experiential and meaningful travel.

The participation at ITF 2025 complements STB’s broader marketing initiatives in Taiwan, including the Business Networking Seminar with Royal Brunei Airlines Taiwan held earlier this year in Taipei and Hualien. Through such continuous engagements, STB deepens industry collaboration, strengthens Sarawak’s market presence, and advances Malaysia’s tourism goals, leading into Visit Malaysia Year 2026.

By aligning market outreach, storytelling, and sustainability under the CANFF pillars, Sarawak continues to inspire travellers from Taiwan and beyond to discover the heart of Borneo — a land of culture, adventure, nature, food, and festivals, where there is always more to discover.

For more information on Sarawak, visit: Sarawak Tourism Board. 

(Source: Your Stories — Sarawak Tourism Board)

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