Silkway Travel Asia joins Adventure Inc

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May 6, 2024

SINGAPORE, 6 May 2024: Singapore-based full-service travel management company Silkway Travel Asia Pte Ltd (“Silkway Travel Asia”) has been acquired by Adventure Inc, a leading Japanese online travel agency.

With this acquisition, Silkway Travel Asia becomes a wholly owned subsidiary of Adventure APAC and marks a significant expansion of Adventure’s presence in the region. The deal will allow Adventure, which reports an annual turnover of JPY20 billion (SGD178 million), to leverage Silkway Travel Asia’s established presence and expertise in both Singapore and the region. and cater to the diverse travel preferences of Asian customers as part of the company’s strategic expansion into Southeast Asia. The integration of Silkway

Travel Asia’s unique offerings in Adventure’s extensive portfolio ensure travellers will enjoy unparalleled access to tailored travel experiences.

Silkway Travel Asia will also gain access to Adventure’s air ticket reservation platform ‘skyticket’, which streamlines the booking process for customers by allowing them to search, book, and pay for flights through Google’s search engine without needing to be redirected to other websites.

“Silkway Travel Asia will continue to expand its portfolio of multinational corporations and small and medium enterprise clientele, providing extensive and comprehensive corporate travel products and services management,” said Silkway Travel Asia Director and Co-founder James Tang.

“Travel management is more than a service; it’s a strategic partnership, guiding organisations towards smarter, more cost-effective travel solutions. By incorporating enhanced travel booking tools, in partnership with our travel technology partners, we can increase productivity and offer a faster turnaround service to our valued clients.”

The acquisition will not impact Silkway Travel Asia’s core operations in Singapore. It will retain its branding, name, management team, and product offerings. Travel industry veterans James Tang and Albert Hong will continue to serve as company directors.

“We are proud of what we have achieved so far at Silkway Travel Asia over the past three years, and we’re thrilled to embark on the next stage of our growth with Adventure,” added Silkway Travel Asia Director and Co-founder Albert Hong. “This acquisition signifies Adventure’s confidence in our offerings and long-term strategy to expand our operations further in Singapore and Southeast Asia, as travel demand continues to grow post-COVID era. With Adventure’s cutting-edge products and regional network, we are confident that this deal will create new synergies for both companies, our customers, and our partners.”

Adventure Chief Executive Officer Shunichi Nakamura said: “Silkway Travel Asia’s expertise in the travel market in Southeast Asia makes it a valuable addition to the Adventure family. Both companies share a common goal of creating impactful and sustainable travel experiences that resonate with the evolving desires of today’s modern travellers. We are excited to continue pioneering innovative travel solutions for customers with Silkway Travel Asia.”

About Silkway Travel Asia
Established in 2020, Silkway Travel Asia is a full-service travel management company offering tailored travel experiences for both corporate and leisure travellers.
Visit https://www.silkwaytravelasia.com/.

About Adventure Inc
Founded in 2006 and headquartered in Tokyo, Japan, Adventure Inc. (Adventure) is an online travel agency with subsidiaries and affiliates across Asia, including South Korea, Philippines, India, Bangladesh and Singapore. Find out more at https://adventurekk.com/.

ATM embraces a net zero future

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TTR WEEKLY

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May 6, 2024

DUBAI, 6 May 2024: The 31^st edition of ATM opened Monday at the Dubai World Trade Centre, welcoming more than 2,300 exhibitors and representatives from more than 165 countries, with 41,000 travel and hospitality executives expected to attend by the time the event closes Thursday evening.

From startups to established brands, ATM 2024 will highlight how innovators enhance customer experiences, drive efficiencies, and accelerate progress towards the industry’s net-zero future.

Arabian Travel Market Exhibition Director ME Danielle Curtis commented: “ATM 2024 is gearing up for an exciting lineup spread across two stages, with the Global Stage returning alongside the new Future Stage. The conference agenda will feature key industry speakers worldwide and address the emerging trends fueling the travel and tourism sector’s growth.”

The number of participating hotel brands for ATM 2024 has increased by 21% year-on-year, with a 58% rise in new Travel Technology products showcased. Several new destinations will be introduced at ATM 2024, including China, Macao, Kenya, Guatemala, and Columbia, while returning countries include Spain and France, among many others. Upticks across all key verticals with year-on-year growth across all regions participation, including ME 28%, Asia and Europe 34%, and Africa 26%.

A dedicated India Summit will take place on the opening day of ATM, highlighting a recent outbound travel boom in the market. Titled ‘Unlocking the True Potential of Inbound Indian Travellers,’ the Summit will explore the dynamics of India as a key source market for tourism growth and current and future opportunities.

Emirates Deputy President and Chief Commercial Officer Adnan Kazim said: “We’re thrilled to see growth in visitor numbers to ATM. It reflects confidence in our industry and ATM’s importance on the global stage. We are proud of our role in the growth of ATM as an industry event and our home city, Dubai, which is at the forefront of global tourism. This year, Emirates will display our latest products and a dedicated area showcasing our sustainable aviation practices. We also look forward to connecting with our industry partners across the travel ecosystem.”

Thailand’s tourism tax back on the table

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TTR WEEKLY

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May 6, 2024

BANGKOK, 6 May 2024: Thailand is revisiting a controversial THB300 tourism tax proposal that has been on and off the table for five years.

The Federation of Thai Tourism Association recently confirmed it is preparing a white paper on the pros and cons at a time when the country is expecting record visitor arrivals that could breach the 40 million mark by the end of 2024.

Resurrecting the tourism tax proposal for yet another review could gain traction this time as the country faces an unprecedented boom in tourism. It has sparked calls for a fund to restore and reverse negative impacts on natural and cultural assets. Ministry of Tourism and Sports’s latest release indicate the country welcomed 12,127447 visitors from 1 January to 30 April 2024, an increase of 39% compared with the same period in 2023. Revenue earned from the visits was estimated at

THB583,902 million. This outstanding performance is reminiscent of past Visit Thailand Years, which pushed arrival increases into the double-digit zone.

The Federation of Thai Travel Tourism Association is ready to support the introduction of the tax, marking a significant change of heart. In the past, the proposal failed to attract attention from associations representing tourism’s private sector, particularly during the post-Covid recovery years due to the colossal losses incurred since 2020.

However, support for the government to implement a new tax to curb overtourism will be short-lived if the collection process is inconvenient, creating long queues at airports or land checkpoints. Then there is the question of transparency. The only practical option to ensure transparency is to add the tax to the cost of airline tickets and offer a handling fee to the airlines for managing the process. That would leave the thorny issue of how to collect the tax from travellers at land borders. Considering the collection costs and inevitable leakage, exempting overland travellers might be more feasible until there is a scam-proof digital solution to pay the fee directly to an online government wallet. It would also be an incentive to encourage visitors to explore lesser-known destinations using land transport.

The ministry snapshot of the top five source markets ranked China top with 2,351,909 visits followed by Malaysia (1,569,856), Russia (767,210), South Korea (679,481) and India (643,587).

The figures are based on preliminary data from the Immigration Bureau at airports and overland checkpoints, excluding border pass travellers.

Meanwhile, the Tourism Authority of Thailand reported Q1 data (January to March). Visits reached 9,381,098, up by 1.3 million compared with Q1 2023, a 44% increase.

Factors supporting the surge in visits included a robust turnover of visitors during the Chinese New Year Festival, driven by visa-free entry and the introduction of more flights on routes from China, promotional campaigns in key source markets, and the impact of concerts and special events. However, rising international airfares continued to impact travel to Thailand.

Tourism Malaysia sets out VMY 2026 goals

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TTR WEEKLY

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May 6, 2024

KUALA LUMPUR, 6 May 2024: Tourism Malaysia says the nationwide Visit Malaysia 2026 campaign should attract around 35.6 million tourists and generate MYR147.1 billion in receipts.

The VM 2026 roadmap is built around three core strategies – creating demand, increasing traffic, and prioritising target markets. Key initiatives include branding and marketing blitz, strategic partnerships for joint promotions/tactical campaigns and market segmentation.

Malaysia’s notable tourism achievements in in Q1 2024 are encouraging, the national tourism agency reported last week. From January to March, Malaysia attracted 5.8 million visitors, representing a remarkable growth of 32.5% compared to 4.3 million during the same quarter last year.

The top 10 markets contributing to this success were Singapore, Indonesia, China, Thailand, Brunei, India, South Korea, the United Kingdom, Australia, and the Philippines.

Key target markets are prioritised into three tiers, led by first-level priorities such as China, India, Indonesia, Vietnam and Australia. The second-level priorities include South Korea, Gulf Cooperation Council (GCC) countries and the United Kingdom, followed by third-level priorities comprising Chinese Taipei and Germany. Apart from traditional markets such as Brunei, Thailand and Singapore, the focus is also on emerging markets like Pakistan and Bangladesh.

Meanwhile, tourism products and travel experiences will be tailored for niche segments like nature-based tourism, experiential tourism, medical and wellness tourism, responsible tourism, luxury, weddings, Muslim-friendly and gastronomy travel.

Minister of Tourism, Arts and Culture YB Dato Sri Tiong King Sing said: “Our multipronged VM 2026 strategy provides a comprehensive framework to boost Malaysia’s visibility, enhance destination accessibility and elevate our tourism offerings. Through focused efforts and strategic collaborations, we are confident of achieving our yearly arrivals and target receipts in the run-up to VM 2026.”

(SOURCE: Tourism Malaysia)

Phuket to host GSTC 2026

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TTR WEEKLY

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May 6, 2024

BANGKOK, 6 May 2024: Thailand has won the bid to host the 2026 Global Sustainable Tourism Conference (GSTC 2026) on Phuket Island, the country’s most popular beach destination.

The Thailand Convention and Exhibition Bureau, the Phuket Province, Sustainable Tourism Development Foundation (STDF), Tourism Authority of Thailand (TAT) and Designated Areas for Sustainable Tourism Administration (Public Organization) (DASTA) confirmed Phuket will host the event in April 2026.

TCEB president Chiruit Isarangkun Na Ayuthaya commented: “Hosting GSTC 2026 in Phuket province is a great victory and a significant milestone for its sustainable tourism and showing the potential of Phuket as well for six (destinations that make up the) Andaman Wellness Economic Corridor — Phuket, Krabi, Phang-nga, Ranong, Trang and Satun.”

The GSTC 2026 will draw 700 participants from 60 countries, a testament to its global significance. This influx of international visitors should generate over THB50 million in revenue, bolstering Phuket’s economy.

Sarawak unveils the magic of world music

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TTR WEEKLY

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May 6, 2024

KUCHING 6 May 2024: Brace yourselves for an exciting experience at the Rainforest World Music Festival (RWMF) 2024 as ticket purchasers to the festival stand a chance to win incredible prizes worth more than MYR100,000 by entering a skill contest and answering simple questions.

At this year’s RWMF, all adult three-day pass ticket buyers stand to win a Mitsubishi Triton 4X4 VGT AT Premium or an electric bike, the Ebixon Bold EV Bike, while Adult 1-day pass ticket buyers are eligible to win an electric bike. For new ticket purchasers, the link to join the contest will be sent by Ticket2U.com via email, along with their tickets. Earlier ticket purchasers can access the contest either via RWMF.net or the Ticket2U ticketing platform.

The highly anticipated festival will take place from 28 to 30 June 2024 at the Sarawak Cultural Village from 1000 onwards. It will offer a vibrant celebration of international and local performers, including Kitaro, Havana Social Club, Dato’ Zainalabidin, and Sarawakian power-pack multi-talented artiste Belle Sisoski.

Themed EVOLUTION, the RWMF 2024 showcases 21 acts, comprising 68 international musicians from 14 countries across six continents and 63 Malaysian artists. World music fans can indulge themselves in the rhythm of world music while advocating responsible tourism to foster sustainable practices and protect the environment.

Grammy Award winner Kitaro, with his The Best of Kitaro Live, promises to be a memorable performance, and world-known multicultural band Havana Social Club is another headliner on a mission to illuminate Asia and beyond with the vibrant rhythms of Cuba. Another top act at the RWMF this year from West Malaysia is Dato’ Zainalabidin, known for his hit song ‘Hijau’, which has been around for over three decades. Representing East Malaysia is Sarawak’s own Belle Sisoski, well-known for using her creative platform to raise awareness about indigenous rights, environmental and musical conservation in Sarawak. Another highlight of the festival is the debut of The Borneo Collective, a musical project featuring Sarawak’s masters of traditional instruments backed by an ensemble of world-class musicians from all over Malaysia.

Other international acts include Alright Mela Meets Santoo (Pakistan/France), Bourbon Lassi (Australia/Malaysia), Imarhan (Algeria/France), Krakatau Ethno (Indonesia), Nini (Taiwan/USA), Rizal Hadi and Folk (Indonesia), Rhythm Rebels Featuring Selonding Bali Aga (Indonesia), and Tribal Tide (Singapore). Attendees to RWMF 2024 will also be entertained by other Malaysian acts such as The Borneo Collective (East Malaysia), Adrian G (West Malaysia), Alena Murang (East Malaysia), Nisa Addina (East Malaysia), Salammusik (West Malaysia), The Colour of Sound’s Malaysia (West Malaysia), Tuni Sundatang (East Malaysia) and Zarul @OurBodySound (West Malaysia).

For music enthusiasts looking to delve into the full weekend of festivities, the coveted 3-Day Pass grants access to all that the RWMF 2024 has to offer. Priced at MYR635 for adults, the pass ensures an uninterrupted celebration of music, culture, and community. Act fast to grab the special early bird rate of RM235, available only until the close of 5 May. Don’t let this opportunity slip away to secure your tickets at a discounted rate and be in the running for fantastic prizes! For more information on how to win the grand prize, follow us on our social media channels.

For more information and ticket bookings, please visit the official Rainforest World Music Festival 2024 website at www.rwmf.net. Or via the Ticket2U ticketing platform.

For more information on Sarawak, visit www.sarawaktourism.com

Emirates on display at ATM

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TTR WEEKLY

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May 6, 2024

DUBAI, UAE 6 May 2024: Emirates highlighted its largest presence ever at this year’s Arabian Travel Market (ATM), which got underway in Dubai on 6 May.

Here are three things visitors are looking forward to when visiting Emirates’ sprawling ATM stand spread over 975 square metres:

Signature product displays: The top-rated Emirates Premium Economy seat, which is now available on flights to 15 cities, will again be on display at ATM this year. The customer favourite boasts legroom of up to 40 inches, wide seats and a generous recline. The airline will also feature its frequently visited Boeing 777-300ER game-changer First Class fully enclosed private suite, Boeing 777 Business Class seat, newest generation A380 Onboard Lounge, along with other iconic products such the First Class Shower Spa and its generously pitched game-changer Economy Class seats. The friendly Emirates Cabin Crew will be on hand to demonstrate product features and answer visitor questions.

Emirates Official Store: Selling crowd-favourite aircraft models and other limited edition merchandise, the Emirates Official Store will also feature items inspired by the airline’s newly minted sports partnerships including dual-branded Wimbledon Championship 2024 Emirates towels, caps and clothing; Emirates sailing merchandise; and a selection of home-grown products in collaboration with local UAE companies featuring the Emirates ghaf motif including home fragrance and accessories, cactus leather goods and premium leather bags, among other items.

A sustainability focus: Emirates has also dedicated a part of the stand to highlight some of the sustainability initiatives happening across the business, including onboard items that incorporate responsibly sourced materials like amenity kits, loungewear and children’s toys, and Emirates’ luggage, bags and accessories made from upcycled materials from retrofitted A380 aircraft. There will also be interactive screens highlighting key activities under the airline’s environmental pillars: reducing emissions, consuming responsibly and protecting biodiversity and habitats.

The Emirates stand also includes meeting spaces that can accommodate over 130 visitors and industry partners at any given time. This year, the airline is planning to seal deals and deepen cooperation with several tourism boards, airlines, and other critical entities within the travel and tourism ecosystem, signalling its confidence in the industry’s future.

The Emirates stand is located at the Sheikh Saeed Hall at the ATM.

For flight information and bookings, visit www.emirates.com

Sarawak recruits tourism ambassadors

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TTR WEEKLY

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May 4, 2024

KUCHING, 3 May 2024: Sarawak is taking a monumental leap forward in its tourism endeavours by launching the ‘Sarawak Tourism Ambassador – Embrace and Act Tourism’ Programme.

The innovative initiative, unveiled by Deputy Minister for Tourism, YB Datuk Sebastian Ting Chiew Yew, encapsulates the essence of patriotism and community engagement in promoting Sarawak’s rich cultural heritage and natural wonders to the world.

Sarawak Tourism Board (STB) CEO Sharzede Datu Hj Salleh Askor said: “The responsibility of promoting tourism involves all citizens – corporates and individuals.” Emphasising inclusivity, the CEO highlighted the programme’s continuous journey towards raising awareness and bolstering the tourism sector through community involvement.

The ambassadors programme solidifies Sarawak’s tourism essence to ensure every visitor has an unforgettable experience. Through continuously enhancing tourism offerings and a culture of shared responsibility, Sarawak has established itself as the premier Gateway to the Captivating Wonders of Borneo. Sarawak continues to spotlight the state’s distinctive tourism drivers – its rich culture, thrilling adventures, breathtaking nature, delectable cuisine, and vibrant festivals—all topped with legendary hospitality.

The groundbreaking programme aims to reignite the passion for tourism within Sarawak Civil Service, recognising civil service as invaluable ambassadors for Sarawak’s tourism sector. The Minister’s speech underscored civil service’s pivotal role in driving economic development, cultural preservation, and fostering sustainable growth through their advocacy and engagement with communities, poised to become catalysts for change, embodying Sarawak’s spirit of hospitality and excellence in service.

“In the second phase of this programme, we aim to target 1,500 participants from the Sarawak Civil Service, spanning from May to October 2024. Under the theme ‘Embrace and Act Tourism’, we aim to instil a sense of ownership among Sarawak Civil Service members on the state’s tourism attractions. We strongly encourage our Sarawak Civil Service to see themselves as custodians of our state’s development, entrusted with promoting tourism,” Sharzede added.

As part of Sarawak’s robust tourism strategy, this programme aims to elevate the sector to contribute towards Sarawak’s overall target of 4 million visitors this year. In 2023, the industry witnessed a remarkable resurgence, with a staggering 93.82% growth compared to 2022. Tourism receipts surged to RM9.99 billion, reflecting a resilient and adaptable industry post-pandemic. Sarawak’s tourism performance in the first quarter of 2024 is also encouraging, recording a total of 1.18 million visitor arrivals from January to March 2024, with RM3.07 billion tourism receipts, with a growth of 31.2% in the same corresponding period in 2023.

The Ambassador Programme is a crucial strategy to promote Sarawak’s world-renowned Rainforest World Music Festival (RWMF) 2024, slated for 28 to 30 June under the theme ‘Evolution.’ Targeting over 25,000 visitors, RWMF2024 continues its commitment to sustainability and responsible tourism.

Since 2011, STB has been dedicated to Responsible Tourism, environmental preservation, and community support, as evidenced by initiatives like waste management and energy conservation, which align with the UN Sustainable Development Goals. Ambassadors are called upon to lead the charge in championing Responsible Tourism and ensuring a sustainable future for Sarawak’s tourism, primarily through the promotion of RWMF.

The programme’s online learning platform, developed in collaboration with Pustaka Negeri Sarawak, underscored Sarawak’s commitment to digitalisation, innovation, and accessibility. By equipping participants with comprehensive knowledge and insights into Sarawak’s tourism destinations, the programme aims to nurture a legion of ambassadors dedicated to promoting Sarawak’s tourism offerings with pride and authenticity.

STB’s dedication to innovation and inclusivity shone through with the expansion of the Ambassadorship Programme to the Sarawak Civil Service, building on the success of the previous phase, a collaboration with e-hailing drivers. The inaugural programme had 1,000 participants who achieved a perfect 100% score in the Sarawak Ambassadors Programme on e-learning, comprising e-hailing Drivers and Sarawak Tourist Guides Association (SkTGA) members, as well as reaching almost 700 participants of Public Tourist Guides through PUSTAKA’s e-Pandei,

For more information on Sarawak visit www.sarawaktourism.com.

Emirates lands in Phnom Penh

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TTR WEEKLY

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May 4, 2024

DUBAI, UAE, 3 May 2024: Emirates, the world’s largest international airline, has returned to Phnom Penh with a daily scheduled flight via Singapore. The resumption expanded the Emirates Far East network to 21 points, and Singapore’s operations to four daily flights.

The newly added service from Singapore was commemorated in the airline’s dedicated Airport Lounge with a cake-cutting ceremony in the presence of His Excellency Jamal Abdulla Mohammed Bin Abdulwahab AlSuwaidi, UAE Ambassador to Singapore, Vy. Samdy, First secretary Cambodia Embassy in Singapore and Steven Ler, President of the National Association of Travel Agents Singapore (NATAS). The ceremony was led by Nabil Sultan, Emirates’ Executive Vice President, Passenger Sales and Country Management and Orhan Abbas, Senior Vice President of Commercial Operations, Far East, for Emirates and Rashid Al Fajeer, Emirates’ Area Manager Singapore.

Operated by a three-class Boeing 777-300ER aircraft, the airline’s flight EK348 arrived at Phnom Penh International Airport on 1 May and was welcomed with a traditional Cambodian dance performance. The senior Emirates delegation, accompanied by international media, was received by Cambodia’s State Secretariat of Civil Aviation, Minister in Charge Dr Mao Havannall and Cambodia Airports CEO Cyril Girot.

Nabil Sultan commented on Emirates’ resumed operations to Phnom Penh: “Cambodia’s rich cultural heritage and growing economy make it an attractive destination for leisure and business travel. We’re excited for this unique gateway to join our already extensive Far East network again. Through the linked services between Singapore and Phnom Penh, we can also support the trade and business movements between the two regional hubs and facilitate the convenient shipment of imports and exports between Singapore, Cambodia and the UAE, as well as other markets in our global network.

“We thank the local authorities in Cambodia for facilitating the return of our operations to Phnom Penh. We look forward to offering a world-class travel experience for customers and driving more visitors into Singapore and Cambodia.”

Cambodia Airports Chief Executive Officer Cyril Girot said: “Phnom Penh International Airport rebuilds its international route network as Emirates reconnects with the Kingdom’s capital city. This is great news for passengers who will have more access to inbound and outbound travel options, further improving their journey experience.”

Emirates’ daily flight EK348 departs Dubai at 0230 and arrives in Singapore at 1405. The flight then departs Singapore at 1535, arriving in Phnom Penh at 1635. Emirates’ return flight EK349 leaves Phnom Penh at 2050 and arrives in Singapore at 2350. The flight then departs Singapore at 0140 the next day, arriving in Dubai at 0455. All times are local.

Tickets to Phnom Penh can be booked on emirates.com, the Emirates App, or via travel agents.

Driving trade from Cambodia with Emirates SkyCargo

Over the last 2 years, Emirates SkyCargo has handled 2,420 tonnes of cargo to and from Phnom Penh via a road feeder service and interline partnerships, providing connectivity via Thailand and Malaysia to the airline’s vast global network. With the launch of the daily passenger flight, Emirates SkyCargo will streamline operations and further strengthen trade links between Cambodia and the wider world with an available capacity of 300 tonnes per week into key markets such as the UAE, USA, Canada, Netherlands and the United Kingdom.

With the market poised for significant growth, Emirates SkyCargo will support Cambodian businesses by exporting their goods worldwide via its state-of-the-art hub in Dubai. Key anticipated commodities include apparel, readymade garments and fashion, fresh fruit, chilled meat and other perishables, which will be transported quickly, efficiently and reliably via the airline’s multi-vertical specialised product portfolio.

Emirates’ Fly Better experience

Emirates operates its modern Boeing 777-300ER aircraft in a three-class configuration on flights to Phnom Penh, offering eight private suites in First Class, 42 lie-flat seats in Business Class and 304 spacious seats in Economy Class.

Travellers flying with Emirates can enjoy the best experience in the sky with an unmatched culinary experience and regionally inspired multi-course menus developed by a team of award-winning chefs complemented by a wide selection of premium beverages. Customers can relax with more than 6,500 channels of carefully curated global entertainment content in more than 40 languages, including movies, TV shows, music, podcasts, games, audiobooks and more with ice, Emirates’ award-winning inflight entertainment system.

The airline has won multiple awards throughout its successful history, including the 2024 APEX World Class Airline for delivering outstanding customer service and showcasing the highest global standards of safety and well-being, sustainability, and guest experience. Emirates’ sustainable Economy Class amenity kit has also received a 2024 IFSA award for ‘Best Onboard Amenity’.

www.emirates.com

Sarawak serves up pickleball contest

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TTR WEEKLY

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May 2, 2024

KUCHING Sarawak, Malaysia, 2 May 2024: Sarawak is about to make pickleball history with the #BorneoPickleball International Tournament, Malaysia and Borneo’s largest pickleball competition with a prize pool of MYR20,000.

The tournament will be held in Kuching from 9 to 12 October, and approximately 500 players and 2,000 visitors from the region are expected to participate.

Kuching Pickleball Association is the main Tournament organiser, while BESarawak is the Exclusive Strategic Advisor and provides in-kind support to the Association in creating a sustainable and gold-standard international event.

The International Tournament is endorsed by the Malaysian and Sarawak Pickleball Associations at the Association level. At the Government level, it is endorsed by the Ministry of Youth, Sports and Entrepreneur Development Sarawak and the Ministry of Tourism, Creative Industry and Performing Arts Sarawak.

Pickleball is inclusive across all ages and abilities, fostering interaction among diverse industries and communities. The tournament is open to corporate organisations, public sectors, associations and clubs, and other communities and individuals interested in joining.

The Honourable Dato Sri Abdul Karim Rahman Hamzah, Minister for Youth, Sports and Entrepreneur Development Sarawak and Minister for Tourism, Creative Industry, and Performing Arts Sarawak, commenting on the tournament at a recent media event said: “The International Tournament is relevant for Sarawak to strengthen its destination profile in sports and sports tourism. As the host of SUKMA 2024, Sarawak is already in the spotlight; the International Pickleball Tournament is another strategic opportunity to show Sarawak’s ability to host global sporting events and boost our image as a sports tourism destination.”

“With more sports associations developing new events in Sarawak, we attract new sports facilities and infrastructure investments. As demonstrated in this pickleball tournament, growing and sustaining our sporting communities requires education, engagement, collaboration and inclusion.”

As the Exclusive Strategic Advisor, BESarawak’s contribution is to guide the Kuching Pickleball Association in developing a sporting event that can be sustained. According to Dato Sri Abang Haji Abdul Karim bin Tun Datuk Abang Haji Openg, Chairman of BESarawak, “it can be a recurring event and transformed into a potential legacy for the pickleball community and Sarawak’s sports tourism.

“The tournament’s outreach goes beyond the competition itself as the Kuching Pickleball Association partners with us to include the ‘Books Build Legacy’ corporate social responsibility programme with a target of 2,000 book donations in aid of Sarawak’s rural schools.

“Community development is always a priority for us in the industry, and the tournament is a product of collaboration between business event players uniting for change. This is our contribution to developing Associations and major events.”

Ruslan Bujang, President of the Kuching Pickleball Association, noted: “Pickleball is a healthy way of managing stress, living an active lifestyle, and building new friendships and connections. The tournament is a great opportunity for cross-cultural exchange between Malaysian and International communities, bridging the worlds of sports and education through this tournament, where players compete while making meaningful contributions to local communities.”

All about Pickleball

In 2023, the Sports and Fitness Industry Association (SFIA) of the USA deemed pickleball the fastest-growing sport in America for the third consecutive year.

Age: Pickleball was traditionally popular with seniors, but it’s gaining traction across all ages. The biggest demographic is actually 18 to 34-year-olds, though people of all ages can enjoy it. https://www.pickleheads.com/blog/pickleball-statistics.

Accessibility: It’s a relatively easy sport to learn and doesn’t require a lot of physical strain, making it appealing for people with varying fitness levels.

Today, the International Federation of Pickleball boasts 70 member countries, with Malaysia joining as an Associated Member in November 2019.

According to a report by the Association of Pickleball Professionals, more than 36.5 million people play pickleball, and participation in tournaments and leagues worldwide is growing.

Pickleball gains ground in Malaysia

Even though pickleball only debuted in Malaysia in 2019, it is fast becoming a popular sport, judging from the number of registered pickleball associations and the growing number of established pickleball courts. Miri, Sarawak, has the honour of having the first registered Pickleball association in Malaysia in 2019.

In Sarawak, Pickleball has been gaining momentum, and a number of local tournaments have been organised. In fact, several schools have introduced the sport into their curriculum.

Kuching Pickleball Association (KPA) explained that previous local tournaments around Miri and Kuching attracted international participation, with players from Singapore, Egypt, Iraq and the US. Realising the huge potential of pickleball as an international sport, KPA is organising an international pickleball tournament in Kuching, Sarawak and to instil the tournament international branding KPA has named it the ‘#Borneo Pickleball International Tournament’.

Business Events Sarawak of Sarawak Convention Bureau supports this tournament.

Tournament categories

Open (Team) category
1. Five subcategories: Mixed Doubles, Women’s Doubles, Men’s Doubles, Veteran Doubles, Men’s Singles
2. Maximum 48 teams
3. Registration fee of RM1,200 per team
4. Prizes between RM1,250 (including medal) to RM10,000 (including trophy and medal)

Women’s Single category
1. Maximum 24 players
2. Registration fee of RM100 per player
3. Prizes between RM125 to RM1,000 (all inclusive of medals)

Novice category
1. Maximum 24 pairs
2. Registration fee of RM50 per pair
3. Gold, Silver, and Bronze medals are up for grabs

The #BorneoPickleball International Tournament is in partnership with:

Sarawak Tourism Board (Promotion Partner)
Malaysia Airlines (Airline Partner)
Grand Margherita Hotel and Riverside Majestic Hotel (Hotel Partners)
CPH Travel (Travel Agency Partner)

Teams and individuals wishing to join must register for a Pickleball Global ID at https://pickleball.global/. ID registration is free, and accumulated points at the #BorneoPickleball International Tournament can be applied to global tournaments.
Registration for the Tournament closes on 31 August 2024. For regular Tournament updates, visit BESarawak’s Facebook page (@BESarawak). For full details on the tournament, including Registration QR codes, refer to the Attachments enclosed in the folder here. For more tournament information, contact Ruslan Bujang, President of the Kuching Pickleball Association, at +6019-888-8160.

https://businesseventssarawak.com

Silkway Travel Asia joins Adventure Inc

ATM embraces a net zero future

Thailand’s tourism tax back on the table

Tourism Malaysia sets out VMY 2026 goals

Phuket to host GSTC 2026

Sarawak unveils the magic of world music

Emirates on display at ATM

Sarawak recruits tourism ambassadors

Emirates lands in Phnom Penh

Sarawak serves up pickleball contest

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