Thomas Cook India teams up with Google Pay

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July 29, 2025

MUMBAI, 29 July 2025: Thomas Cook (India) Limited, India’s leading omnichannel forex services company, has announced its partnership with Google Pay to facilitate contactless payments via its range of prepaid forex cards.

This makes Thomas Cook India the first in India in the cross-border payments category to enable customers to transact effortlessly using their mobile devices across retail tap & pay (contactless) or online – using Google Pay.

Thomas Cook’s cardholders gain an extra layer of security via Google Pay’s state-of-the-art network tokenisation standards.

The launch commences via Thomas Cook’s partnership with Visa.

The growing adoption of digital payments across India’s travel segments, from business to leisure and particularly among Millennials and Gen Z, highlights a significant market opportunity. India’s rapid shift toward contactless payments is evident, with the Government of India’s data revealing that UPI processed 16.58 billion transactions worth INR 23.49 lakh crore as of October 2024 — a 45% increase over the previous year. Thomas Cook’s forex data highlights the growing importance of digital solutions, with a noteworthy 20% contribution from its digital platforms, including its portal, apps, and forex services via WhatsApp.

Given the increasing need for seamless digital solutions in cross-border transactions, Thomas Cook’s partnership with Google Pay aims to equip India’s consumers when travelling overseas, across transactions for accommodation, transportation, dining, shopping, and more. Customers simply need to add their Thomas Cook forex cards (Borderless Travel, One Currency, Study Buddy, and EnterpriseFX) to Google Pay to enjoy a seamless payment experience.

Key Benefits

Seamless addition of Thomas Cook’s range of forex prepaid cards to Google Pay.
Contactless and quick payments via mobile.
Enhanced security with tokenisation.
Eliminates the need to carry physical cards, reducing the stress of card loss/theft; avoids the hassle of card replacement and the need for emergency cash.
Global access — transact smoothly and seamlessly in 95 countries.

Thomas Cook (India) Limited Executive Vice President Foreign Exchange Deepesh Varma said: “India today represents the youngest demography, the fastest growing major economy and the fastest growing digital economy all at once. This macro-confluence is constantly driving higher expectations from payment service providers to facilitate faster, seamless, safe payments globally, via technology-enabled solutions.

“Our partnership with Google Pay & Visa is tailor-made for these Global Indians – by simply adding their Thomas Cook forex cards to their Google Pay wallet, they can now seamlessly and securely complete contactless, cross-border transactions using their mobile devices across retail tap & pay POS or online. In addition to the unmatched convenience, our cardholders are also assured an extra layer of security via Google Pay’s state-of-the-art network tokenisation standards”

Visa Country Manager India Rishi Chhabra said: “We are thrilled to introduce Visa’s contactless payment technology on Thomas Cook Forex Cards, empowering customers to make secure and seamless Mobile Tap & Pay transactions. As overseas travel surges, especially among millennials and Gen Z, there is a growing demand for safe, ultra-fast payment experiences. With this collaboration, Visa reaffirms its commitment to delivering cutting-edge digital payment solutions that offer today’s travellers unmatched convenience, security, and peace of mind, right from their smartphones.”

Mr Biker Saigon cranks up gravel bike adventure

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TTR WEEKLY

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July 29, 2025

HO CHI MINH CITY, Vietnam, 29 July 2025: Mr Biker Saigon, Vietnam’s cycling tour specialist, has launched its first-ever gravel bike tour: a bold, 10-day ride from Saigon to Hoi An designed for serious riders seeking challenge, culture, and adventure.

Gravel Bike Vietnam: Saigon to Hoi An is not your average cycling tour.

It’s a ride through Vietnam’s most rugged coastlines, highland tea hills, and off-grid backroads — a region-spanning journey blending endurance, discovery, and deep local insight. Riders will cover 60 to 100km a day on red clay trails, misty pine descents, coastal gravel flats, and forest tracks once used by farmers and fishermen.

“We’re delighted to offer this new gravel cycling experience to our clients — and there will be many more to come,” says Mr Biker Saigon founder Minh Thai. “The tour is inspired by my passion for gravel riding as well as by our successful mountain biking team. We believe Vietnam has the potential to be one of the world’s great gravel biking destinations, and we are proud to be pioneers in this field.”

The route passes through Vietnam’s tea and coffee-growing highlands, past ancient Cham ruins, quiet fishing villages, bustling coastal towns, and the haunting My Lai Memorial, ending in the lantern-lit streets of Hoi An, a UNESCO World Heritage site. Days are demanding but never punishing, and nights are spent in handpicked boutique hotels where hot showers, beachside dinners, and local craft beer await.

Each ride is fully supported by a professional team of local cyclists, mechanics, and drivers – people who know every inch of the route and can recommend a better roadside bánh xèo as easily as they can fix a bent derailleur. And as Mr Biker also runs an official Trek dealership in Saigon, riders will get to ride specially imported Trek Checkpoint 2025 model bikes.

Riders can expect gravel with personality: varied, wild, and challenging – but always rewarding.

Why Vietnam for gravel

While the world’s gravel crowd obsesses over Colombia, Morocco, and the Rockies, Vietnam remains one of the scene’s best-kept secrets. That’s changing. With its vast network of quiet rural roads, diverse terrain, and still-authentic atmosphere, Vietnam offers everything a gravel cyclist craves – without the crowds or price tag.

“This is gravel with proper riding and proper support,” says Thai. “And the roads? Often, you’ll have them to yourself.”

Mr Biker Saigon has already built a reputation for expertly run road, MTB, and custom cycling adventures across Southeast Asia. With this launch, the company adds another first to its name – and opens the door for Vietnam to take its rightful place on the global gravel map.

Explore the Tour

Gravel Bike Vietnam: Saigon to Hoi An – 10 Days of Pure Adventure

*A gravel bike is a versatile type of bicycle designed to perform well on a wide range of surfaces, bridging the gap between traditional road bikes and mountain bikes. It’s often called an “adventure bicycle” due to its capability for multi-terrain riding, including paved roads, dirt paths, gravel tracks, and even light singletrack.

MATTA backs crackdown on illegal tourism operators

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TTR WEEKLY

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July 29, 2025

KUALA LUMPUR, 29 July 2025: The Malaysian Association of Tour and Travel Agents (MATTA) congratulated the country’s Ministry of Tourism, Arts and Culture Malaysia (MOTAC) on its recent enforcement efforts to clamp down on unlicensed tourism operators under the Tourism Industry Act.

The nationwide crackdown conducted during the first two weeks of July involved checks on vehicles, travel companies, accommodation premises, and tourist guides, sending a clear and timely message: compliance and accountability are non-negotiable.

“We applaud MOTAC’s continued efforts to uphold the law and protect the integrity of our tourism industry. Only licensed and qualified operators must be allowed to serve tourists. MATTA remains committed to working alongside the government to build a stronger, more sustainable tourism ecosystem,” said MATTA president Nigel Wong.

He further noted: “Illegal operators often operate without the many overheads and various compliance costs incurred by legitimate stakeholders, forcing many licensed businesses to compromise simply to make ends meet. It not only erodes standards across the board but also places unfair pressure on those who play by the rules.

“We also encourage closer collaboration between MOTAC and enforcement agencies such as the Road Transport Department (JPJ), Royal Malaysia Police (PDRM), National Anti-Drugs Agency (AADK), and Malaysian Maritime Enforcement Agency (APMM) to build a robust and coordinated regulatory ecosystem.

“We hope to see continued enforcement activities carried out with greater intensity in the lead up to VM2026. We also hope to see other ministries like MCMC working more closely with MOTAC to clamp down on illegal online operators – this will also have the effect of reducing scams perpetrated online,” Wong concluded.

Beyond enforcement, MATTA strongly believes that strategic public-private partnerships are crucial in promoting a safe and professional tourism environment. Industry players must be part of the solution by operating legally, raising awareness, and supporting compliance mechanisms.

These efforts are fully aligned with the goals of the National Tourism Policy 2020–2030 and Malaysia’s broader vision to position itself as a sustainable, competitive, and inclusive tourism destination. MATTA remains committed to supporting MOTAC in this journey and calls on all stakeholders to work together to protect and grow the Malaysian tourism sector.

THAI set to return to Thai Stock Exchange

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TTR WEEKLY

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July 29, 2025

BANGKOK, 29 July 2025: Thai Airways International Public Company Limited (THAI) has confirmed its upcoming relisting on the Stock Exchange of Thailand, with trading of “THAI” stock set to resume on August 4, 2025.

The milestone follows the Central Bankruptcy Court’s order on 16 June 2025, which concluded the company’s business rehabilitation process.

The successful completion of the implementation under the business rehabilitation plan has transformed the airline into a private entity, which has begun rebuilding confidence among shareholders and investors.

The airline’s press statement noted it has achieved a strong performance track record and a clear strategy to support future growth”.

THAI is poised to reclaim its position as a leader in the regional aviation industry and a top-listed company on the country’s stock exchange once again.”

THAI Chairman of the Board of Directors, Lavaron Sangsnit, added: “The new Board of Directors is committed to steering THAI into a new era — one defined by operational excellence and robust corporate governance as a private company.”

The 11-member board includes three directors from the pre-rehabilitation period, two of whom also served as plan administrators. They are joined by eight new directors, appointed by shareholders following a review to ensure comprehensive expertise in aviation, finance, law, strategy, marketing, and digital technology.

The board has established dedicated sub-committees, including the Audit Committee and the Nomination and Remuneration Committee, which will also provide comprehensive oversight.

On the environmental front, as an airline operator, THAI is committed to minimising the environmental impact of our operations, with a clear target to achieve net-zero emissions by 2065.

THAI has now completed all conditions of its business rehabilitation plan in just four years since the plan was approved by the Central Bankruptcy Court in 2021. In 2024, the airline achieved an operating profit (before financial costs and excluding one-time items) of THB41,515 million. For the first quarter of 2025, the board reported an operating profit (before financial expenses and non-recurring items) of THB13,661 million, resulting in an EBIT margin of 26.5%.

THAI Chief Executive Officer Chai Eamsiri elaborated on the company’s growth strategy, claiming restructuring and rightsizing have established an organisational structure that is more agile and efficient.

While increasing transparency and accountability in operational processes, we are executing a strategic fleet optimisation with a target of having 150 aircraft by 2033. By streamlining our fleet from eight aircraft models to just four, and our engine types from nine to five, we have significantly enhanced cost control in both operations and maintenance.

“With this lean foundation, we aim to reclaim our historical market share, targeting an increase from the current 26% to 35% by 2029 and will expand routes and increase flights to solidify our position as a regional network airline connecting Asia with the rest of the world.”

Manila hosts AAPA safety seminar

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TTR WEEKLY

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July 29, 2025

KUALA LUMPUR, 29 July 2025: Final preparations are underway for the Asia Pacific Aviation Safety Seminar 2025 (APASS 2025), taking place on 10 to 11 September 2025 at the Hilton Manila, Philippines.

Hosted by Philippine Airlines and organised by the Association of Asia Pacific Airlines (AAPA), APASS 2025 will see a return of the region’s flagship aviation safety event.

Photo credit: https://tinyurl.com/yf6w855y

More than 200 safety professionals from airlines, civil aviation authorities, equipment manufacturers (OEMs, MROs), air navigation service providers, training organisations, and aviation safety solution providers will attend this year’s APASS in the Philippines.

Under the theme ‘Safety Without Borders: Global Partnerships, Local Impact’, the Seminar will spotlight today’s most pressing safety challenges.

Seminar standouts

Emerging concerns — GNSS interference & spoofing.

Crew performance and decision-making in dynamic environments.

The future of aviation safety leadership and organisational culture.

Fatigue management for Crew, Maintenance and Dispatch.

Multi-source safety data integration and resilience.

Operational safety in high-growth environments.

AAPA Director General Subhas Menon remarked: “As the Asia Pacific region continues its rapid growth trajectory, the need for shared strategies, transparency, and trust across borders becomes ever more important. APASS 2025 will convene leading voices from across the industry to drive meaningful and objective improvements in safety performance.”

New features at APASS 2025 include dedicated Flight Operations and Cabin Safety components, a joint Engineering/Airlines/MRO collaboration panel, and roundtables involving turboprop and regional jet operators, thereby enhancing the practical value of the seminar for participants.

The event is endorsed by the Flight Safety Foundation and supported by ICAO. It continues to draw strong engagement from Asia-Pacific states and global partners committed to ICAO’s “No Country Left Behind” initiative.

AAPA extends an invitation to aviation safety stakeholders from Asia Pacific and beyond to participate in this event.

For more information and to register, visit: https://tinyurl.com/yf6w855y.

Sarawak Tourism Board appoints UK PR firm

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TTR WEEKLY

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July 25, 2025

KUCHING, Malaysia, 25 July 2025: APAC Now, a UK-based strategic communications agency specialising in Asia-Pacific travel, has been appointed by Sarawak Tourism Board (STB) to lead its public relations efforts in the UK.

With a strong focus on destination storytelling, sustainable travel, and cultural engagement, APAC Now will promote Sarawak as a leading destination for eco-conscious and immersive travel experiences. The agency will play a pivotal role in raising Sarawak’s profile among UK travellers, aligning with the growing demand for meaningful, responsible, and nature-rich holidays.

Situated on the island of Borneo, Sarawak is home to one of the world’s most biodiverse ecosystems, offering pristine rainforests, rich indigenous heritage, and a broad spectrum of adventure and cultural experiences. The partnership signals a renewed commitment to connecting with the UK market through impactful storytelling and targeted media engagement.

Sarawak Tourism Board, Chief Executive Officer Sharzede Datu Haji Salleh Askor commented: “We are delighted to welcome APAC Now as our UK public relations partner. The UK remains a vital market for Sarawak. With APAC Now’s expertise in sustainability-led travel marketing and cultural storytelling, we are confident in our ability to connect with British travellers who value authenticity, nature, and purpose. Sarawak is home to rare wildlife like orangutans and hornbills, ancient rainforests, and warm, welcoming communities, all of which make it a destination where travellers can truly engage, explore, and leave a positive impact.”

APAC Now Managing Director Hannah Filer added: “We are thrilled to represent Sarawak in the UK. For nature lovers, adventure seekers, and culturally curious travellers, Sarawak offers an experience unlike anywhere else. From UNESCO-listed national parks and rare species to vibrant festivals and immersive homestays, this region embodies responsible and regenerative tourism.

We look forward to inspiring UK audiences to discover this hidden gem of Southeast Asia.”

As Malaysia’s largest state, Sarawak is home to extraordinary natural diversity, including two UNESCO World Heritage Sites — Gunung Mulu National Park and Niah National Park — and 67 protected areas, ranging from national parks and wildlife sanctuaries to marine reserves. Visitors can explore limestone cave systems, kayak along jungle rivers, or spot iconic wildlife, including orangutans, proboscis monkeys, Rafflesia flowers, and the rhinoceros hornbill, Sarawak’s state bird.

At the heart of Sarawak’s tourism approach is sustainability, with a focus on conservation, eco-friendly innovation, and community-based experiences. The region continues to expand its network of eco-hosts and homestays, giving travellers the chance to live alongside local communities, experience traditional crafts and cuisine, and support indigenous livelihoods. Accommodation in Sarawak ranges from eco-lodges and boutique hotels to community-run homestays, offering meaningful stays in rainforest, coastal, or village settings.

Last month’s successful staging of the Rainforest World Music Festival (RWMF) marked a significant milestone. Now in its 28th year, the festival welcomed over 22,000 attendees, with a notable increase in family participation, reflecting its growing focus on creating a warm, inclusive atmosphere for visitors of all ages. Offering something for all tastes, the event featured over 200 performers from 20 countries, blending global music with environmental education under the theme “Connections: One Earth, One Love.”

With its unique rainforest setting, dynamic programming, and international reputation, RWMF remains one of Asia’s most significant cultural festivals and will continue to be a key event for international travellers to watch in future years.

Beyond the festival, visitors can delve deeper into Sarawak’s culture by exploring the Sarawak Cultural Village, a living museum showcasing 34 ethnic groups, or visiting the award-winning Borneo Cultures Museum in downtown Kuching, the largest in Malaysia and the second-largest in Southeast Asia.

APAC Now will also spotlight Sarawak’s dedication to immersive travel experiences with a special focus on its rich culinary heritage. A key highlight is the release of Eat, Roam, Relish, a culinary travel series hosted by MasterChef Australia finalist Audra Morrice. The series explores Sarawak’s unique flavours and the cultural stories behind its cuisine, offering viewers an authentic taste of the region. This initiative reinforces Sarawak’s emerging role as a premier destination for food tourism, seamlessly blending culinary exploration with immersive travel experiences.

As Sarawak continues to position itself at the forefront of eco-cultural travel, this new partnership with APAC Now marks a pivotal step in bringing the state’s rich heritage, natural wonders, and sustainable vision to a broad UK audience.

For further information, visit: Sarawak Tourism Board.

GHA names VP leadership team

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TTR WEEKLY

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July 25, 2025

DUBAI, UAE, 25 July 2025: UAE-headquartered Global Hotel Alliance (GHA), an alliance of independent hotel brands, has announced three appointments to strengthen its leadership team.

Katharina Dein has been promoted to Vice President, Commercial, Jelena Kezika becomes Vice President, Strategy, and Andrea Krenn takes on the new role of Senior Vice President, Communications.

She was the first member of the GHA Commercial team, joining in 2013 to oversee a growing portfolio of brands. In her new role as Vice President Commercial, Dein will broaden her scope of responsibilities, optimising the performance of newly integrated properties.

Jelena Kezika, who has also been with GHA since 2013, has played a pivotal role in implementing strategic initiatives to enhance member engagement and improve GHA’s commercial success by driving member acquisition and increasing cross-brand revenue for GHA hotels. In her new role as Vice President of Strategy, Kezika will continue to shape GHA’s future, planning, developing, and implementing new strategies, as well as expanding GHA’s partnerships to increase the reach of GHA’s loyalty ecosystem.

Andrea Krenn, appointed Senior Vice President of Communications, has led global public relations efforts for GHA since 2021, bringing a wealth of international experience in corporate communications and media relations to the company. She held previous positions at Atlantis, The Palm, and Dubai Tourism before founding her consultancy endeavour.

These appointments coincide with a period of strong growth for GHA, as new brands such as Cinnamon Hotels (Sri Lanka), Sunway (Malaysia), and Rotana (UAE) are set to join in 2025, further expanding and innovating in the travel and hospitality space.

What 10,500 new flights mean for Australian hotels

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TTR WEEKLY

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July 25, 2025

SYDNEY, 25 July 2025: International flight routes are set to supercharge Australia’s hotel sector, potentially creating demand for up to 1.9 million room nights annually, according to a recent CBRE study.

CBRE’s ‘From Runway to Room Nights’ report highlights that 56 new routes have added 10,500 annual flights to key Australian cities, marking a significant shift in the country’s inbound travel capacity.

CBRE’s Head of Hotels Research Ally Gibson said this air connectivity would help drive a new phase of recovery for Australia’s hotel sector and have direct implications for hotel performance.

“Increased capacity from core markets including China, India, Southeast Asia, North America and the Middle East is expected to drive a continued recovery in international arrivals, reinforcing aviation’s role as a critical lever for tourism and hotel sector growth,” Gibson said.

“As these new services mature and inbound visitation continues to recover, the uplift in demand is expected to increase occupancy and RevPAR levels across key markets as Australia’s hotel development pipeline enters a sustained period of limited supply, driven by escalating construction costs and productivity constraints.”

CBRE’s analysis takes into account each route by airline, origin, frequency and aircraft type. This was used to estimate new international short-term arrivals and translate them into projected hotel room night demand and occupancy impacts.

By the end of 2026, CBRE estimates that these new routes will create demand for around 1.9 million hotel room nights nationally, with the potential to lift Australia’s hotel occupancy by an average of 3.4%.

CBRE Hotel’s Troy Craig noted: “Supply-constrained markets such as Brisbane, Perth and Cairns are particularly well-positioned to benefit, with new flight routes translating directly into performance upside. Meanwhile, the gateway markets of Sydney and Melbourne, underpinned by strong corporate and leisure-based demand and major event schedules, are expected to sustain elevated levels of international arrivals and translate this into continued performance growth.”

CBRE’s analysis highlights that Sydney is expected to see the most significant uplift in demand, with 13 new flight routes projected to generate around 390,000 additional short-term arrivals and drive an expected 542,000 room nights by the end of 2026.

Melbourne will benefit from 12 new international routes, adding around 306,000 short-term arrivals and an expected 409,000 room nights by the end of 2026. As hotel supply begins to moderate, the increase in demand is expected to help absorb recent additions and drive improved performance momentum.

With nine new direct services, primarily from Southeast Asia and the Middle East, Perth is forecast to experience the highest percentage growth in international arrivals, with 298,000 new short-term arrivals expected to generate an additional 339,000 room nights.

Brisbane’s new flights align with strategic inbound travel growth and capacity gains following the completion of its second runway. Eight new routes from various origins, including North America and Asia, are expected to generate approximately 214,000 new short-term arrivals and create demand for around 267,000 room nights.

With four new international routes including direct flights from San Francisco and Auckland, Adelaide is set to welcome around 143,000 additional short-term visitors, translating into demand for an expected 102,000 room nights.

Cairns is meanwhile expected to continue its evolution into a year-round premium leisure market, with seven new flight routes set to deliver around 120,000 new short-term arrivals, generating an expected 104,000 room nights.

About CBRE Group Inc
CBRE Group Inc, a Fortune 500 and S&P 500 company headquartered in Dallas, is the world’s most extensive commercial real estate services and investment firm (based on 2024 revenue) serving clients in more than 100 countries.
Visit the website at www.cbre.com.

Preferred Hotels expands in Q2 2025

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TTR WEEKLY

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July 25, 2025

SINGAPORE, 25 2025: Preferred Hotels & Resorts, a global independent hotel brand, has announced the addition of 18 new member properties to its international portfolio during Q2 2025.

To celebrate, I Prefer Hotel Rewards members can earn 2,500 bonus points on eligible stays at any of these participating locations for a limited time. Ranging from a brand-new and distinguished Texas Inn to a historic castle-turned-luxury-retreat in the Austrian Alps, each of these unique and independent properties offers immersive, authentic experiences that spark curiosity and encourage travellers to discover even more extraordinary destinations across the globe.

The new members include two Asian standouts

Amara Singapore (Singapore, Singapore) — Lifestyle Collection:

The 389-room hotel is situated in the city’s central business district in the heart of Tanjong Pagar.

Himalayas Hotel Shanghai (Shanghai, China) — Lifestyle Collection:

The 412-room property is situated in Shanghai’s thriving Pudong district, within the Shanghai Himalayas Centre and offering access to the Shanghai New International Expo Centre and Century Park.

Other member properties joining Preferred Hotels & Resorts’ portfolio from 1 April to 30 June 2025 include:

About Preferred Hotels & Resorts
Preferred Hotels & Resorts is the world’s largest independent hotel brand, representing more than 600 distinctive hotels, resorts, residences, and unique hotel groups across 80 countries.

Thailand: More than recovery: It’s a renaissance

By

Andrew Wood

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July 25, 2025

BANGKOK, 25 July 2025: Thailand is roaring back on the world tourism stage, leading Southeast Asia’s bold recovery and showcasing a powerful combination of strategy, sustainability, and regional cooperation.

According to the latest data from the UN Tourism, the Asia-Pacific region welcomed 316 million international arrivals in 2024, marking an 87% recovery from pre-pandemic levels. Thailand’s performance has been robust, with the Tourism Authority of Thailand (TAT) reporting a 30% increase in international arrivals during the first half of 2025 compared to the same period last year. Source markets in Europe performed positively, while visitors from China to Thailand declined.

*Thailand’s glorious seascapes. Andrew Wood.*

“This is more than a recovery — it’s a renaissance,” said TAT Governor Thapanee Kiatphaibool. “Thailand’s rebound reflects a national effort to reimagine tourism for a sustainable, resilient future.”

Regional unity has been a cornerstone of this progress. ASEAN’s coordinated response — including seamless cross-border travel, joint visa schemes, and destination marketing — is helping position Southeast Asia as a unified tourism zone. The ASEAN Tourism Strategic Plan 2016–2025 continues to provide a strong framework for innovation, workforce development, and inclusive growth.

According to the Pacific Asia Travel Association, Southeast Asia now accounts for over a third of all international arrivals to the Asia-Pacific region. Thailand, Indonesia, and Vietnam are among the top performers driving visits to destinations in the Asia-Pacific region.

Travel analytics firm ForwardKeys has also ranked Thailand as one of Asia’s top-recovering destinations, with bookings for Q3 and Q4 2025 already surpassing those of 2019.

Thailand is also investing heavily in smart tourism infrastructure and sustainability. The recently launched Thailand Green Tourism Plan 2030 includes eco-certifications, digital immigration, and low-carbon transport initiatives. Education remains central, with new training programmes designed to upskill the tourism workforce in digital marketing, customer service, and sustainability leadership.

Meanwhile, in stark contrast, the US President’s “America First” policy has raised concerns among global tourism leaders. The US Travel Association reports that international arrivals to the US remain 18% below 2019 levels, particularly from Asian markets, due to prolonged visa delays, reduced airlift, and unclear policy direction.

“While Asia builds bridges, the US risks pulling up the drawbridge,” said Skål International Bangkok’s President James Thurby. “In today’s interconnected travel landscape, regional cooperation and open engagement are vital. Thailand and ASEAN understand this — and the world is taking notice.”

World Tourism Day, to be hosted in Malaysia on 27 September under the theme “Tourism and Peace,” will highlight the region’s efforts to build a more inclusive and sustainable tourism future.

As Q4 approaches, the outlook remains positive for Thailand and the wider region. Airline capacity is expanding, traveller confidence is up, and the ASEAN brand has never been stronger.

Standouts

Thailand’s international arrivals up 30% in H1 2025; substantial gains from China, India, UK, Russia, and the Middle East

Asia-Pacific’s tourism recovery reaches 87% of pre-pandemic levels in 2024 (UN Tourism)

Thailand, Vietnam, and Indonesia lead ASEAN’s resurgence (PATA, ForwardKeys)

ASEAN unity and seamless travel arrangements accelerating cross-border tourism growth

Thailand Green Tourism Plan 2030 positions country as a regional sustainability leader

America First policy could slow US inbound recovery; Asia continues to lead globally.

World Tourism Day 2025 to be held in Malaysia on 27 September, themed “Tourism and Peace”

About ASEAN
The Association of Southeast Asian Nations (ASEAN) is a political and economic organisation of ten countries located in Southeast Asia, which was formed on 8 August 1967 by Indonesia, Malaysia, the Philippines, Singapore and Thailand. Since then, membership has expanded to include Brunei, Cambodia, Laos, Myanmar and Vietnam. Its aims include accelerating economic growth, promoting social progress and sociocultural development among its members, protecting regional peace and stability, and providing opportunities for member countries to discuss differences peacefully.

About the author
Andrew J Wood is a respected travel writer, hotelier, and tourism lecturer with over four decades of experience in Southeast Asia’s hospitality and tourism sectors. A former general manager of several leading hotels in Thailand and a regular speaker at international tourism forums, he is widely recognised for his insight into emerging travel trends and his passionate advocacy for Thailand as a world-class destination.

Thomas Cook India teams up with Google Pay

Mr Biker Saigon cranks up gravel bike adventure

MATTA backs crackdown on illegal tourism operators

THAI set to return to Thai Stock Exchange

Manila hosts AAPA safety seminar

Sarawak Tourism Board appoints UK PR firm

GHA names VP leadership team

What 10,500 new flights mean for Australian hotels

Preferred Hotels expands in Q2 2025

Thailand: More than recovery: It’s a renaissance

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