Pavilions expands First brand in Italy

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September 11, 2026

BANGKOK, 11 September 2026: International boutique hospitality group The Pavilions Hotels & Resorts is entering a new phase of growth with the opening of The First Cortina by The Pavilions on 4 December 2026.

The 76-key First Cortina’s rejuvenation of one of the most desirable addresses on the famous Corso Italia expands the group’s European footprint and heralds a significant evolution of the group’s portfolio into three distinct brands — First, REVĪVŌ and The Pavilions

*Junior Suite at The First Cortina, by The Pavilions (rendering).*

The portfolio includes Casa Almagro, Madrid by The Pavilions, The First Rome by The Pavilions, The Pavilions Phuket, and The Pavilions Bali, demonstrating the group’s ability to create highly individual hotels across different development models and destinations.

Rooted in the fully integrated offering of REVĪVŌ Wellness Resort in Bali, The First Cortina represents a significant step forward in extending the group’s specialist wellness and longevity brand across its wider portfolio.

The hotel’s 1,000 sqm REVĪVŌ Spa and Wellness facilities translate the brand’s signature fusion of time-honoured healing traditions and modern, evidence-led wellness into an authentically alpine setting, combining exceptional luxury facilities and state-of-the-art equipment with selected wellness and recovery elements from its transformative six-pillar offering. It follows the successful introduction of REVĪVŌ Spa at Château de Fiac, thoughtfully adapted to its intimate château setting.

The Pavilions Hotels & Resorts founder Gordon Oldham commented, “We have always believed that the most compelling hotels have a strong sense of individuality and belonging to their surroundings. The First Cortina brings that philosophy to one of the world’s great alpine destinations, creating a contemporary social address shaped by design, dining and wellness.”

*(l-r): Gordon Oldham, founder, Pavilions Hotels & Resorts;*
*Florence Wong, Chief Executive Officer, Pavilions Hotels & Resorts*

An international boutique hospitality group focused on growing through ownership, management and franchise partnerships, The Pavilions Hotels & Resorts continues to explore suitable development opportunities across Europe and Asia.

“Our growth strategy is focused on building breadth and depth, as well as scale. The Pavilions, The First, and REVĪVŌ provide three distinct platforms from which to pursue opportunities across different destinations and segments, while allowing us to remain selective about the properties and partnerships we take on,” said Pavilions Hotels & Resorts Chief Executive Officer Florence Wong.

The Pavilions Hotels & Resorts portfolio comprises 13 hotels and resorts across Asia and Europe. The Pavilions Phuket; The First Arte, Rome by The Pavilions; and REVĪVŌ Wellness Resort, Bali were each awarded One Key in the MICHELIN Guide for Hotels 2025.

The Toren, Amsterdam by The Pavilions also secured its fourth consecutive ‘Best of the Best’ recognition in last year’s Tripadvisor Travellers’ Choice awards. At the same time, The Pavilions Bali and The First Arte, Rome by The Pavilions were rated among the top 10 per cent of Tripadvisor listings worldwide.

Bookings for The First Cortina by The Pavilions are now open for stays from 4 December 2026. The Cortina Premiere opening offer starts from EUR 663 (UKP568) per night for two adults sharing, including exclusive privileges such as 15% off accommodation, daily breakfast, and afternoon tea at Velo.

Valid for bookings made by 31 October 2026 for a minimum three-night stay between 4 and 20 December 2026 and 7 January to 3 April 2027, subject to availability.

(Source: Pavilions Hotels & Resorts)

MOVE bundles flights plus event tickets

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September 11, 2026

KUALA LUMPUR, 11 September 2026: AirAsia MOVE is making it easier for travellers to plan trips around live events with a new offering that brings flights and official event tickets together in a single booking.

The event + flights bundle debuts with Djakarta Warehouse Project (DWP) 2026, one of Southeast Asia’s biggest electronic dance music festivals, giving fans a more seamless and better-value way to plan their journey to the event.

(From left to right) Ramanathan AMN Thiagarajan, Chief Financial Officer of AirAsia MOVE, Ravi Shankar, Chief Marketing Officer of AirAsia MOVE, Hassan Choudhury, Head of MOVETIX by AirAsia MOVE, and Tony Fernandes, CEO of Capital A, at the AirAsia MOVE Event+Flight bundle launch. (Bernama).

Powered by MOVETIX, AirAsia MOVE’s dedicated event platform, the bundle also helps event organisers reach high-intent audiences beyond their home markets, connecting their events with travellers who are actively planning trips around live event experiences.

From concerts and festivals to sporting events and cultural experiences, live events are increasingly becoming a reason for people to travel, creating new opportunities for cross-border tourism across the region. This bundle is designed to make these event-led journeys easier to plan while offering travellers better value and more reasons to explore ASEAN.

Capital A CEO Tony Fernandes commented: “Travel has been about more than getting from one place to another, especially in recent times. It’s about the experiences that bring people together. As live events increasingly inspire people to travel, we see a huge opportunity to connect more people with the music, culture and moments they love across ASEAN. By bringing together AirAsia’s connectivity and AirAsia MOVE’s travel ecosystem under MOVETIX, we want to make those experiences more accessible and help people discover more of our region along the way.”

MOVETIX by AirAsia MOVE Head Hassan Choudhury said: “We’ve seen travel bookings to destinations around major events and concerts increase by 10 to 15%, clear evidence that live experiences are driving travel demand. Over my 30 years in the entertainment industry, I’ve also seen firsthand how important it is for organisers to reach the right audiences beyond their home markets.

“Our new event and flight bundle allows us to tap into that demand by bringing event tickets and flights together, while putting events in front of high-intent travellers who are already looking to travel. DWP is an exciting first launch with Ismaya Group, and we look forward to working with more organisers across ASEAN and beyond to help them reach new audiences and unlock more value from the travel demand their events create.”

Ismaya Group Co-founder Christian Rijanto commented: “DWP has always been more than a festival. It’s arguably Asia’s biggest homegrown destination festival, and a reason to come to Indonesia. We’ve seen fans fly in from across Asia, Australia and Europe every year, and that is part of what makes DWP special. What we’ve built over eighteen years, from the lineup and production to the hospitality, is the ultimate festival experience. Partnering with AirAsia MOVE through MOVETIX makes that journey significantly easier and more accessible. For the first time, a fan in Kuala Lumpur or Bangkok can plan their entire DWP trip, including tickets and flights, in one place. That’s a meaningful step forward for event tourism in this region, and we’re proud to debut this amazing initiative with DWP.”

The DWP MOVETIX event + flight saves travellers up to 20% and is now available from as low as MYR1,300 for a general admission event ticket + flights from Kuala Lumpur to Jakarta via AirAsia MOVE.

About AirAsia MOVE
AirAsia MOVE is Capital A’s travel platform and voted Asia’s Best Travel Booking App at the World Travel Tech Awards for three consecutive years since 2023. As a travel platform, MOVE offers over 700 global airlines and more than a million hotels worldwide, alongside a full suite of travel services, including airport transfers, travel insurance, duty-free shopping, attractions, and live event ticketing.

(Source: AirAsia MOVE and Bernama)

SJourney rolls down the track with Arsenale

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September 11, 2026

HANOI, 11 September 2026: SJourney, Vietnam’s pioneering luxury rail brand, has announced a new chapter in its development following Arsenale’s acquisition of a 33% stake in the company.

The partnership marks an important milestone in SJourney’s long-term ambition to build a distinctive international luxury travel brand rooted in Vietnam.

*Photo credit: SJourney. Train travel experiences in Vietnam.*

It brings together SJourney’s destination and established operational expertise with Arsenale’s international experience in luxury hospitality and rail travel.

Through the partnership, SJourney will gain access to Arsenale’s international commercial network and distribution channels, as well as industry expertise to support future route development, expansion into additional markets and the continued evolution of the onboard experience. Product development will also include introducing three new carriages.

SJourney was founded on a simple belief: the journey itself should be an integral part of the destination. Rather than treating the railway simply as a means of transportation, SJourney creates journeys that invite travellers to experience Vietnam at a slower pace, connecting landscapes, cultural heritage, local communities and the stories of the places along the way.

From historic cities and rural landscapes to coastal regions and culturally significant destinations, SJourney offers a different perspective on Vietnam, where the experience unfolds not only at each destination, but throughout the journey itself. This philosophy will remain central as SJourney enters its next phase of growth.

The partnership also includes the licensing of the Golden Eagle brand. As part of this strategy, SJourney will operate under the SJourney by Golden Eagle brand. SJourney will remain at the heart of the proposition and the distinctive local expression of the experience, while the Golden Eagle endorsement will support its international positioning and reach.

“SJourney was created to offer a more meaningful way to experience Vietnam — one where the journey is as important as the destination itself. Arsenale’s investment allows us to accelerate the next phase of that vision: strengthening our product, extending our international reach, and creating new opportunities for travellers to discover Vietnam through SJourney.

“As we grow, what matters most is that we remain unmistakably Vietnamese and continue to build every journey around a genuine sense of place. This partnership gives us additional capabilities to grow internationally without losing what makes SJourney distinctive,” said SJourney Co-founder and Business Development Manager Thang Phan.

Arsenale’s investment also marks the Italian Group’s entry into Vietnam and further strengthens its presence in Asia. Arsenale will act as a strategic minority shareholder, supporting SJourney’s growth while the company continues to build on its local expertise and distinctive brand identity.

About SJourney
SJourney is a pioneering Vietnamese luxury rail brand creating a distinctive way to experience Vietnam. Rooted in a deep understanding of the country, SJourney creates immersive journeys that combine the comfort and intimacy of luxury rail travel with authentic discovery, connecting guests with Vietnam’s landscapes, cultural heritage, local communities and distinctive sense of place.

About Arsenale SPA
Arsenale is an Italian group operating across luxury hospitality and rail travel, developing and investing in distinctive travel experiences in Italy and international markets. Founded in 2020, the group operates through its Hospitality and Luxury Rail divisions and has built a growing international presence across Europe, the Middle East and Asia. Its portfolio includes luxury hospitality developments in Italy and a growing international rail platform spanning Italy, Saudi Arabia, Uzbekistan, Egypt, the UAE and, through its investment in SJourney, Vietnam. In September 2025, Arsenale acquired 100% of Golden Eagle Luxury Trains Ltd., further strengthening its international luxury rail capabilities.

(Source: SJourney)

Concertgoers: the new travel drivers

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September 11, 2026

MUMBAI, India, 11 September 2026: More than half of concertgoers in the Asia Pacific say attending a show grew their interest in the destination, and the latest YouGov data shows Thailand leads the way at 71%, as live music becomes one of the most powerful uncredited tourism drivers.

That is a key takeaway — live music has become one of Asia Pacific’s most powerful drivers of travel and tourism, says a new report from YouGov: Following the Music: APAC Concertgoers Report 2026.

*Photo credit: YouGov. Following the Music: APAC Concertgoers Report 2026.*

The multi-market study, which surveys over 7,200 consumers across Australia, Hong Kong, Indonesia, Singapore and Thailand, suggests concert-going has moved firmly into the mainstream and that fans are increasingly willing to fly, drive and extend their holidays to chase the artists they love.

A ticket becomes a trip

Almost six in 10 concertgoers (59%) across the five markets have travelled specifically to see an artist perform, a figure that climbs to three in four (76%) in Thailand. For a large share of APAC’s live music audience, “going to a show” and “going away” have become the same decision.

Concerts are rewriting the wish-list

More than half of concertgoers (54%) across the five markets say attending a show made them more interested in the host city, rising to 71% in Thailand.

Furthermore, most concert travellers said they extend their visit by two to three days to explore the destination. This habit peaks in Singapore, where 59% of concert travellers build extra time into the trip specifically to see the city.

Once there, sightseeing tops the list of what fans do with that time, followed by eating out and shopping.

Interestingly, this isn’t fleeting curiosity: more than one in five Thai concertgoers (22%) say a show introduced them to a destination they’ve since gone back to visit, and roughly half (49%) say they now plan to return.

Indonesia shows a similar pattern, with half of concertgoers (50%) who discovered a new destination through a show now intending to revisit it.

Cost, not appetite, is the ceiling on how far this travel trend can go. Attendance intent is positive everywhere, with most consumers expecting to attend the same number of concerts or more over the next two years.

Cost is a barrier to concert attendance

Ticket prices and overall spend are cited as the biggest barrier to going further and more often. That’s especially pronounced in Singapore and Australia, suggesting the travel upside for tourism boards and promoters may be even bigger than current numbers show, if cost pressure eases.

“Live music in APAC has moved well past the show itself,” said YouGov APAC & MENA CEO Laura Robbie. “What started as a single ticket purchase increasingly shapes travel decisions, city discovery, and repeat visitation. For promoters, tourism boards, and brands, the question is no longer whether people will travel for music; it’s which market, which audience, and which moment to meet them in.”

The opportunity is strongest in Thailand and Indonesia, where fans show the highest appetite to discover a city through its music scene and return later as tourists, not just fans.

The opportunity is strongest in Thailand and Indonesia, where fans show the strongest appetite to discover a city through its music scene and return later as tourists, not just fans.

Download the full report here.

About the research
The data is based on YouGov Surveys conducted online between 16 and 21 July 2026 across Australia (n=1,082), Hong Kong (n=1,034), Indonesia (n=2,010), Singapore (n=1,130) and Thailand (n=2,020), weighted to be representative of adults aged 18+. Audiences are nationally representative in Australia and Singapore; those in Hong Kong, Indonesia, and Thailand are representative of the online population. * Concertgoers are defined as those who have ever attended a concert or live music.

(Source: YouGov Surveys)

Etihad flies Abu Dhabi–Red Sea route

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September 11, 2026

ABU DHABI, UAE, 11 September 2026: Etihad Airways, the national airline of the United Arab Emirates, will fly a weekly service to Saudi Arabia’s Red Sea coast from 4 October 2026.

The year-round service to Red Sea International Airport puts a new holiday destination on the map just a three-hour flight from Abu Dhabi.

More than ninety islands lie off Saudi Arabia’s north-western coast in Tabuk Province, in shallow waters above reefs that form part of one of the world’s largest coral systems.

Turtles, dolphins and rays move through the lagoons, mangroves line the shore, and inland, where the desert of the Hejaz begins, lava fields and mountains rise within a short drive of the beach.

The resorts are small and spread along the coast rather than gathered in one place. For guests, that means diving, sailing, desert and an empty stretch of beach within minutes of where they are staying, in a destination where seclusion is by design rather than by chance.

The flight takes a little over three hours: leave Abu Dhabi mid-morning and be on the beach by early afternoon. Red Sea International Airport (RSI) sits inside the destination itself, so guests reach their hotel soon after landing rather than facing a long transfer at the end of the journey.

Guests across Etihad’s network can reach The Red Sea with a single connection in Abu Dhabi, including from across the Gulf and the Indian subcontinent, in any season as the route operates year-round.

For visitors from further afield, the new route also opens up a two-destination holiday. Through Etihad’s Abu Dhabi Stopover programme, guests can spend a few days discovering the UAE capital’s islands, beaches, culture and entertainment before continuing to Saudi Arabia’s Red Sea coast.

The Red Sea is Etihad’s sixth destination in Saudi Arabia, alongside Riyadh, Jeddah, Dammam, Medina and Al Qassim. Saudi Arabia is among the airline’s largest markets in the region, carrying business, family and religious travel throughout the year, and the Red Sea adds a holiday destination to that mix.

Etihad Airways Chief Executive Officer, Antonoaldo Neves, said: “The kind of holiday people normally take a long-haul flight for – islands, reefs and relaxation – is now a short flight from Abu Dhabi and a single connection from anywhere across our network.

“We are always looking ahead to where our guests will want to travel next and making sure we are there early. The Red Sea is exactly that kind of destination, and it is an easy one to reach: the holiday starts on the day guests arrive, not the day after.”

The Abu Dhabi–Red Sea service begins on 4 October 2026 with one flight a week, rising to two a week from 25 October 2026. The Airbus A320 operates the route with eight business-class seats and 150 economy seats.

Flight schedule

EV621 departs Abu Dhabi (AUH) at 0945 and arrives at the Red Sea (RSI) at 1205
EV622 departs the Red Sea (RSI) at 1400 and arrives in Abu Dhabi (AUH) at 1805. (Flights on Thursday and Sunday, effective 25 October 2026).

You can book flights on the airline’s website.

(Source: Etihad)

Royal Cliff wins Trip.com Certification

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September 10, 2026

PATTAYA, 10 September 2026: Royal Cliff Hotels Group reports that all four of its award-winning hotels, Royal Cliff Beach Hotel, Royal Cliff Beach Terrace, Royal Cliff Grand Hotel and Royal Wing Suites & Spa, have been recognised with the Chinese Friendly Hotel Certificate by Trip.com.

This prestigious recognition reflects Royal Cliff’s ongoing commitment to delivering exceptional experiences and capturing travellers’ hearts.

The certification acknowledges the hotel group’s excellence in welcoming Chinese guests and meeting key criteria, including on-site Chinese-speaking staff, convenient Chinese payment options, thoughtfully selected in-room amenities, and a strong reputation among Chinese guests. Most importantly, this recognition is supported by outstanding guest feedback, with the hotel achieving a customer satisfaction score of over 90%.

While this certification highlights Royal Cliff’s dedication to understanding the needs and preferences of Chinese travellers, its commitment to exceptional hospitality extends far beyond any single market. Royal Cliff warmly welcomes guests from every corner of the world, creating memorable stays through genuine Thai hospitality, personalised service and a passion for exceeding expectations.

The Royal Cliff team extends its heartfelt gratitude to all valued guests worldwide for their continued trust, confidence, and support. The invaluable feedback and encouragement inspire the Royal Cliff team to continually raise the bar, enhance the hotel’s standards and create extraordinary, memorable experiences for every guest who walks through the resort’s doors.

At Royal Cliff, every guest is welcomed, every journey is valued, and every stay is an opportunity to create unforgettable memories.

Perched atop a 64-acre private estate with breathtaking views of the Gulf of Thailand, the Royal Cliff Hotels Group boasts four luxury hotels that welcome charming travellers from around the world. Unlock a world of magical experiences with Royal Cliff’s curated promotions and packages at the ultimate luxury destination. Staying at Royal Cliff, guests will have access to a plethora of facilities, including 7 swimming pools, including the longest and most spectacular infinity-edge pool in Thailand, a luxury sports club with Tennis, Squash and Pickleball Courts, an award-winning health spa, multi-cuisine restaurants, kids club and more.

For more information on the Royal Cliff Hotels Group, visit www.royalcliff.com, www.facebook.com/royalcliff and www.instagram.com/royalcliff.

(Source: Your Stories — Royal Cliff Hotels Group)

Around the World travel: How to beat jet lag

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September 10, 2026

SINGAPORE, 10 September, 2026: The oneworld Alliance is helping customers adjust to new time zones faster and lose fewer days to jet lag on Round the World journeys through a new partnership with Timeshifter – a downloaded jet lag app with more than 1.7 million users.

Effective immediately, customers who purchase Round the World trips on oneworld.com will receive a complimentary Timeshifter subscription that covers their entire itinerary, accounting for every flight and time zone shift from departure to final return.

“Our partnership with Timeshifter will help Round the World customers arrive ready to enjoy each new destination by supporting better sleep and faster adjustment to new time zones,” said

Oneworld Vice President of Loyalty and Commercial Roger Blackburn commented: “Jet lag has a significant impact on health and wellbeing. This new partnership provides oneworld an opportunity to do what we do best: deliver a premium, elevated experience at every opportunity along the journey.”

Timeshifter is based on the latest circadian science, and advice is personalised to each customer’s flight itinerary, typical sleep pattern, chronotype and personal preferences.

“Timeshifter is trusted by astronauts, Formula One teams and professional athletes, and we are excited to be working with oneworld to provide this same circadian science to oneworld’s customers, improving their health and enjoyment when they cross time zones,” said Timeshiftern CEO Mickey Beyer-Clausen.

“Air travel has optimised nearly every part of flying except for what crossing multiple time zones can do to the traveller – a gap our partnership with oneworld will help to close.”

What is jet lag?

Jet lag is not a sleep problem but a temporary misalignment between a person’s internal circadian clock and local time at their destination. The circadian clock keeps sleep, alertness, digestion, immune function, and dozens of other systems synchronised to a 24-hour day, and takes its cues from light and darkness.

When travellers cross several time zones, the light-dark cycle shifts by hours, while the circadian clock moves only about an hour a day on its own. The only way to adjust to new time zones quickly is to time light exposure and avoidance precisely. If the timing is wrong, it will make jet lag worse.

“This is just the latest example of the creative ways we are engaging with premium partners who bring true value and an elevated experience to oneworld customers,” said Orvér.

About Timeshifter
Timeshifter is the global leader in circadian technology, translating circadian science into breakthrough products and solutions that improve human performance, safety, and health. In 2018, Timeshifter made jet lag history with its first product – now the most-downloaded jet lag app in the world.

(Source: oneworld Management Company)

Last day to catch a Vietnam fare bargain

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September 10, 2026

SINGAPORE, 10 September 2026: Autumn is calling, and Singaporean travellers have just one day left to grab Vietjet’s 9.9 sale bargain.

The airline is offering its 9.9 sale with eco tickets from just SGD86/one-way (including taxes and fees) and 22% off deluxe base fares, giving travellers even more reasons to plan their next adventure to Vietnam and beyond. But you will have to hurry, as the fares disappear at midnight on 10 September.

Passengers booking through Vietjet’s website and mobile app can enjoy promotional Eco tickets across the airline’s domestic and international routes, including direct routes between Singapore and Vietnam.

Passengers can also enjoy a special 22% discount on deluxe base fares with the promo code SALE99.

The promotion is valid for flights between 10 September 2026 and 10 September 2027 (flight periods vary by route; blackout dates apply), giving travellers plenty of flexibility to plan their next getaway, from a long-awaited escape to Vietnam to an adventure across Asia and beyond.

The sale celebrates the airline’s successes connecting travellers between Singapore and Vietnam’s popular destinations. The airline currently operates direct services from Singapore to Ho Chi Minh City, Hanoi, Da Nang and Phu Quoc, giving travellers convenient access to Vietnam’s major cities, coastal destinations and island getaways.

From 11 December 2026, Vietjet will add Nha Trang to its Singapore network, with four round-trip flights weekly on Mondays, Wednesdays, Fridays and Sundays, opening up another coastal escape for Singapore travellers. Nha Trang adds to the range of Vietnam getaways within easy reach of Singapore — city breaks or beach holidays.

Beyond Singapore, Vietjet is also expanding its wider international network with new services connecting Vietnam to destinations including Cebu, Clark, Chiang Mai, Osaka, Almaty and Prague. The airline will also launch a new service between Ho Chi Minh City and Sydney via Western Sydney International Airport in January 2027.

Separately, Vietjet will launch direct flights between Hanoi and Tainan from 25 October, operating four round trips per week and offering travellers greater convenience between the two destinations.

(Source: Vietjet)

Royal Caribbean’s Hero of the Seas floats out

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September 10, 2026

SINGAPORE, 10 September 2026: Royal Caribbean’s next Icon Class cruise ship, Hero of the Seas, has officially floated for the first time.

The milestone, achieved at the Meyer Turku shipyard in Turku, Finland, marks the latest phase of construction for the newest ship ahead of its August 2027 debut in Miami.

*Photo credit: Royal Caribbean. Hero of the Seas celebrates its float-out.*

As part of the float-out, the ship’s dry dock was filled with more than 90 million gallons of water overnight before Hero moved into the outfitting pier, where it will continue to take shape over the next year.

Hero of the Seas is the next evolution of the revolutionary Icon Class lineup, combining signature favourites with new experiences designed for every type of guest.

Across eight zones, vacationers can explore nine pools, 28 dining spots — including the brand-new Orleans Parrish Supper Club — and a range of accommodations like the three-deck Ultimate Family Treehouse.

From thrills like Crown’s Edge — part skywalk, part zip line experience 154 feet above the ocean — to ways to kick back at the new Coconut Cove pool and adults-only The Hideaway, plus an unmatched lineup of dining, bars and entertainment, families of all kinds can make lifelong memories together.

Hero will take vacationers on seven-night Eastern and Western Caribbean adventures from Miami, with every vacation visiting Royal Caribbean’s top-rated destination, Perfect Day CocoCay in The Bahamas.

Vacations on Hero are now open to book on Royal Caribbean’s website.

(Source: Royal Caribbean)

Cameras champion Pacific Asia: Content with Purpose

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September 10, 2026

BANGKOK, 10 September 2026: The Pacific Asia Travel Association, in partnership with strategic content creator Content With Purpose (CWP), has launched Pacific Asia: Tourism with Purpose, a new digital film series that examines how tourism can create meaningful, lasting value for destinations.

Launched during PATA’s 75^th anniversary year, the series looks ahead to the next era of tourism in the Asia Pacific region. Through documentary films, expert interviews and real-world case studies, it explores how the sector can respond to climate pressures, changing traveller expectations, rapid technological development and the need for more inclusive and resilient growth.

Pacific Asia: Tourism with Purpose moves beyond aspiration to spotlight organisations and people already putting these principles into practice. The films examine approaches to destination stewardship, climate action, community participation, responsible innovation, workforce development and regional cooperation.

Produced by CWP in partnership with PATA, the series features contributions from destinations, tourism organisations, educational institutions and businesses operating across the region and wider visitor economy.

Content partners featured in the series include: Hainan University-Arizona State University International Tourism College, Hawai‘i Tourism Authority, Hong Kong Metropolitan University Lee Shau Kee School of Business and Administration, Marianas Visitor Authority, Song Saa, The Luxury Signature, and Travelife.

The series also brings together perspectives from tourism leaders, policymakers, academics, entrepreneurs and practitioners, such as: Noor Ahmad Hamid, CEO, PATA; Insook Lee, Executive Director for the Americas, Korea Tourism Organisation; Karen Yu, Group Editor, TTG Asia Media; Deepak Joshi, Advisor, PATA Nepal Chapter; Soon-Hwa Wong, PATA Ambassador for Greater China; and Yang Li, Head of Public Affairs, Asia Pacific, Booking.com.

Featured stories include community-led responses to overtourism in Hawaii, tourism enterprises in Lao PDR that connect conservation with local livelihoods, and destination models in the Philippines and Thailand that rethink the relationship between people, place, and prosperity. The series also follows students and educators examining how tourism can preserve cultural identity, explores how Indigenous knowledge continues to shape stewardship in the Marianas, and looks at how hospitality businesses are redefining sustainability, luxury and long-term value. Together, these films offer a glimpse into the people and ideas shaping a more thoughtful future for tourism across the Asia Pacific region.

The series reflects PATA’s commitment to advancing a meaningful Pacific Asia tourism economy – one in which tourism supports long-term social, cultural, environmental and economic outcomes.

PATA CEO Noor Ahmad Hamid said, “As PATA celebrates its 75th anniversary, Pacific Asia: Tourism with Purpose reflects our ongoing commitment to sharing knowledge and showcasing practical solutions that support the future of tourism across the region. Through inspiring stories from destinations, businesses and communities, this series highlights how collaboration, innovation and responsible leadership can create lasting benefits for both people and places. We are proud to partner with Content With Purpose on this initiative and hope it inspires others to help shape a stronger, more resilient visitor economy.”

The series is intended for tourism professionals, destination management organisations, government and public-sector leaders, businesses, educators, researchers, students, investors and communities with a role in shaping the visitor economy.

It also supports PATA’s wider work to share knowledge, enable networking and protect tourism economy assets through innovation, collaboration and adaptability.

The digital launch follows a preview of the series at the recent PATA Travel Mart 2026, where members of the regional tourism community were given an early look at the stories and perspectives featured in the films.

Pacific Asia: Tourism with Purpose is now available to watch for free here

(Source: PATA)

Pavilions expands First brand in Italy

MOVE bundles flights plus event tickets

SJourney rolls down the track with Arsenale

Concertgoers: the new travel drivers

Etihad flies Abu Dhabi–Red Sea route

Royal Cliff wins Trip.com Certification

Around the World travel: How to beat jet lag

Last day to catch a Vietnam fare bargain

Royal Caribbean’s Hero of the Seas floats out

Cameras champion Pacific Asia: Content with Purpose

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