KUCHING, 2 September 2025: The Sarawak Tourism Board (STB), in collaboration with Royal Brunei Airlines, successfully concluded its Taiwan B2B Session 2025, a dual-city business networking initiative aimed at enhancing trade relations with the Taiwanese travel industry, last week.
Hosted on 26 August in Taipei and 28 August in Hualien, the event marked a significant step forward in Sarawak’s efforts to expand its market footprint in North Asia.
Sarawak delegates with Royal Brunei Airlines and participants during the B2B Session at Courtyard Taipei Downtown by Marriott, Taipei.
The seminar in Taipei, held at the Courtyard Taipei Downtown by Marriott, welcomed travel professionals from the capital and northern Taiwan, while the Hualien session at Fullon Hotel attracted agents from eastern Taiwan. Each session featured a structured programme comprising destination presentations, business matching activities, and strategic networking opportunities designed to foster new partnerships and deepen existing ones.
A key highlight of the Hualien session was a special influencer storytelling segment, which leveraged the voices of travel content creators to amplify Sarawak’s brand story across digital platforms. This segment aimed to boost consumer confidence and destination appeal by presenting Sarawak through the lens of authentic, first-hand travel experiences.
The Taiwan B2B Session 2025 achieved several strategic objectives, including facilitating direct B2B engagement between Sarawak tourism operators and Taiwan’s outbound agents, expanding trade relationships across both mature and emerging markets, and reinforcing Sarawak’s unique selling points under the CANFF pillars, which are Culture, Adventure, Nature, Food, and Festivals.
Sarawak delegates with Royal Brunei Airlines and participants during the B2B Session at Fullon Hotel, Hualien.
The collaboration with Royal Brunei Airlines further emphasised Sarawak’s growing connectivity via Brunei, positioning Kuching as a convenient and attractive destination accessible through Bandar Seri Begawan. RBA’s partnership supported the promotion of multi-destination travel packages, offering added value for Taiwanese agents and travellers seeking enriched Southeast Asian itineraries.
“Our presence here in Taiwan is not just a campaign — it’s a long-term commitment built on trust, consistency, and shared opportunity. Taiwan is a key market for us, and through this seminar and our collaboration with Royal Brunei Airlines, we are fostering meaningful connections that open new doors for multi-destination travel. Sarawak is ready to welcome travellers with our culture, nature, and warm hospitality,” said Sarawak Tourism Board Marketing Director (North Asia and New Markets) Dylan Redas Noel.
Sarawak Tourism Board capped off its Taiwan engagement with a courtesy visit to the Hualien County Government on 29 August 2025, reciprocating their visit to Sarawak on 13 September 2024. The meeting served as a networking platform to further strengthen ties and explore potential avenues for collaboration in tourism promotion between the two destinations.
The Taiwan B2B Session 2025 and the courtesy visit to the Hualien County Government collectively reaffirmed Sarawak’s standing as a vibrant, authentic, and accessible tourism destination. Together, they marked another step toward long-term market development in Taiwan, underscoring STB’s commitment to building lasting relationships in this key North Asian market.
SINGAPORE, 2 September 2025: Ticketing specialist Hahnair has integrated 20 new partner airlines into its global network of over 350 airline partners as of the end of July this year.
With its extensive technology infrastructure, Hahnair enables partner carriers to sell tickets through more than 100,000 travel agencies in 190 markets.
“We are proud to offer airlines of any size and business model tailor-made solutions for all their distribution needs”, Hahnair Vice President, Airline Business, Adriana Carrelli, explained. “By forming an interline agreement with Hahnair, airlines can unlock secondary markets for indirect ticket sales. Airlines without GDS connections can outsource their entire indirect distribution and make their flights available under the codes H1 or X1 in all major GDSs. And finally, airlines that are looking for a truly global distribution strategy can combine the Hahnair solutions, thereby strategically closing distribution gaps with H1-Air and X1-Air, while building on the potential of primary and secondary markets with HR-169.”
“With eight new interline partners, nine new partners available in all GDSs under the X1 code, one new H1-Air partner, and three dual partners available under both their own code and our X1-Air product, we are proud to enrich our offer with even more ticketing options for our travel agency partners,” Hahnair Vice President Agency Distribution Kimberley Long noted. “This has been an extremely successful year for Hahnair so far, and we are confident that we will continue to grow our portfolio with an attractive line-up of partners throughout the rest of the year.”
Hahnair is 100% owned by the Hahnair Group, an international corporation based in Dreieich, near Frankfurt, Germany. The Group has offices worldwide, including Minneapolis, Montevideo, Casablanca, New Delhi, Manila, and Johannesburg.
SINGAPORE, 2 September 2025: Banyan Group, an independent global hospitality company, has unveiled 100 Journeys — a hundred days of global celebrations across its portfolio in the lead-up to the grand opening of its 100th property.
This milestone reflects three decades of growth and purpose-driven hospitality, from the group’s first resort in Phuket to 100 resorts and hotels under 12 brands across 20 destinations, including its latest landmark, Mandai Rainforest Resort by Banyan Tree in Singapore.
The celebrations will culminate in a week-long festival at Mandai Rainforest Resort from 27 November to 3 December 2025, featuring discovery trails, wellbeing sessions, and community activities. Driven by Banyan Group’s commitment to stewardship and shared impact, and supported by the group’s corporate partners, proceeds from the festival tickets will be matched 1:1 by Banyan Group and donated to the President’s Challenge, an annual initiative led by the President of Singapore to support local charities and social service organisations.
Celebrating shared stories
Running from 1 September to 9 December 2025, 100 Journeys is a global celebration of shared stories, personal discoveries, and lasting impact shaped by guests, associates, and communities. Each destination invites travellers to engage in authentic cultural exchanges, make personal discoveries, and experience how thoughtful hospitality supports local communities, with every property contributing to a larger narrative of respectful exploration and collective storytelling.
Highlights include Tibetan black pottery-making at Banyan Tree Ringha, cooking local meals at Cassia Phuket, and practising zen meditation at a temple near Banyan Tree Higashiyama Kyoto. Guests may also explore ancient rock formations at Banyan Tree AlUla, stroll through Vietnam’s golden rice terraces at Garrya Mu Cang Chai, join a bamboo rafting experience at Banyan Tree Yangshuo, or dive on a sunken shipwreck in the Maldives at Dhawa Ihuru.
At Mandai Rainforest Resort by Banyan Tree, new nature and photography workshops celebrate Singapore’s biodiversity. At the same time, guided eco-walks through olive groves and historic trails at Angsana Corfu invite guests to give back to nature through mindful conservation. Each discovery is crafted to spark curiosity, deepen cultural understanding, and inspire personal reflection.
KUALA LUMPUR, 2 September 2025: AirAsia X has reported its unaudited financial results for the second quarter ended 30 June 2025 (2Q2025).
The company recorded a turnover of MYR660.8 million in 2Q2025, marginally lower year-on-year as capacity rose by 6% YoY to 1.12 million seats in a softer fare environment due to the low season.
Passenger traffic grew 6% YoY to 935,105 passengers, maintaining a sound passenger load factor of 83%, unchanged YoY despite the increased capacity.
During 2Q2025, the average base fare declined to MYR405, impacted by historical seasonality and cautious travel sentiments following the concerns about earthquakes in Japan. In managing seasonality, the company had also augmented its load-active, yield-passive strategy, leveraging the advantageous fuel price environment. Ancillary revenue bolstered the company’s performance with revenue per passenger up by 4% YoY to MYR257 and total ancillary revenue rising by 10% YoY, driven by higher passenger volumes and enhanced product offerings, particularly in the duty-free and merchandise segments.
Net profit rose sharply to MYR35.22 million against last year’s MYR4.82 million, boosted by favourable net foreign exchange gains. In 2Q2025, the company’s net operating profit improved 26% YoY to MYR1.38 million, supported by lower fuel prices. The company’s cost per available-seat-kilometres (ASK) (CASK) reduced by 13% YoY to 12.05 sen. At the same time, CASK ex-fuel stood at 6.38 sen, up by 9% YoY, reflecting operational ramp-up and higher maintenance expenses over the last 12 months.
In terms of capacity and network, the company’s ASK grew by 10% YoY to 4,851 million as AirAsia X continued to observe a strong PLF of beyond 85% from its East Asian routes in Japan, China and South Korea, driven by the peak spring travel season during the quarter.
AirAsia X Thailand (TAAX), the company’s associate, posted a revenue of MYR372.82 million and an operating loss of MYR13.2 million in 2Q2025. Passenger traffic during the quarter declined by 12% YoY to 318,257 passengers as seat capacity reduced by 5% YoY to 407,360 seats. TAAX’s PLF stood at 78% this quarter as performance was pressured by softened travel demand to Thailand overall following the earthquake incident in Bangkok and related security concerns.
The average fare remained firm at MYR690 during the quarter under review, and TAAX posted a net profit of MYR10.58 million, buoyed by net foreign exchange gains.
As of 30 June 2025, AirAsia X’s total fleet stood at 19 A330 aircraft, and of these, 18 aircraft were activated and operational. TAAX maintained a fleet of nine A330s after returning one aircraft to lessor during the quarter.
AirAsia X CEO Benyamin Ismail commented: “AirAsia X delivered resilient performance this quarter with a sound PLF of 83%, in line with capacity growth despite the seasonally softer second quarter. The Group’s operations remained profitable, even as one aircraft is pending reactivation and fares are softer, as the market tries to boost demand by taking advantage of the lower fuel price environment in 2Q2025.
“The final aircraft reactivation, initially planned for June 2025, has been deferred to the second half of the year due to the well-documented global MRO backlogs and spare parts shortages. While we are eager to return the aircraft to service, the safety of our guests and crew is of paramount importance, and the Group remains committed to returning the aircraft to service without compromise.
“In terms of network, the Group advanced its momentum, led by the long-awaited recovery in China, with routes recording PLF scaling 90%. During the quarter under review, the Group introduced additional flights to Australia to capitalise on winter demand, alongside the launch of services to Karachi, Pakistan. Following the success of Almaty, Kazakhstan, we continue our expansion into Central Asia with the launch in Tashkent, Uzbekistan, set for October this year.
“Looking ahead, we have also announced the launch of the much-anticipated flights to Istanbul, Türkiye in 4Q2025, marking our return to the western region after more than a decade. This milestone serves to strengthen the Group’s Fly-Thru connectivity across the wider AirAsia network, which already contributes approximately 20% of our passenger traffic and links over 140 destinations in ASEAN and beyond.
“For this quarter, ancillary revenue continued to drive the Group’s margins as we enhanced product personalisation and improved value bundling; the team is consistently reviewing our ancillary strategy to ensure maximised uptake. Combined with disciplined management of cost and operational efficiencies, we are confident that these efforts position us well for the busier quarter of the year. With recent favourable jet fuel prices and a stronger Malaysian Ringgit, the company prepares to tap into the further tailwinds for sustainable growth in the year ahead.”
SINGAPORE, 2 September 2025: Vietjet Aviation Joint Stock Company has released its audited financial report for the first half of 2025, reporting strong growth and reinforcing its position as a rising global carrier.
Vietjet now operates four direct services linking Singapore with Hanoi, Ho Chi Minh City, Phu Quoc and Da Nang and is boosting its services to Da Nang and Phu Quoc with 49 round-trip flights weekly between Singapore and Vietnam by the end of this year. The airline’s performance reflects Vietnam’s emergence as a key aviation hub in Asia and globally, as it expands its international network with a new direct route to Manila, Philippines.
Photo credit: Vietjet.
Robust financial growth
In the first six months of 2025, Vietjet achieved air transport revenue of VND35.601 trillion (SGD1.73 billion), with a pre-tax profit of nearly VND1.6 trillion (SGD77.80 million), marking a 37% year-on-year increase. Consolidated revenue was VND35.837 trillion (SGD1.74 billion), with a pre-tax profit surpassing VND1.651 trillion (SGD80.26 million), reflecting a staggering 65% YoY growth.
During this period, Vietjet operated 79,000 flights, transporting 14.4 million passengers and contributing over VND4.528 trillion (SGD219.83 million) in taxes and fees. The company’s financial indicators remain strong, with excellent liquidity and consolidated assets exceeding VND112 trillion (SGD5.44 billion).
Fleet expansion and strategic investments
Vietjet continued its fleet expansion by ordering 20 A330neo aircraft from Airbus, bringing its total A330neo order to 40 and making it the airline with the largest A330neo order in the world.
At the 2025 Paris Air Show, Vietjet secured a historic order for 100 A321neo aircraft, along with 50 purchase options — the largest deal in the industry — positioning Vietjet among the top 10 airlines globally in terms of aircraft orders.
Additionally, Vietjet and Rolls-Royce have signed an agreement for 40 Trent 7000 engines to power 20 wide-body Airbus A330neo aircraft, bringing the total number of Trent 7000 engines ordered by the airline to 80.
Vietjet has broken ground on its Aircraft Maintenance Technical Centre at the under-construction Long Thanh International Airport, featuring Hangars III and IV, which are capable of servicing 10 aircraft simultaneously. Additionally, self-service ground operations have been rolled out at major airports to optimise operations and enhance the passenger experience.
International flights
Vietjet will launch a new direct service linking Ho Chi Minh City with Manila, beginning 22 November 2025, with five weekly round-trip flights. This route marks the airline’s first direct connection between Vietnam and the Philippines. Together with increases in flights between Vietnam and Singapore, this connectivity will support seamless travel, trade, and cultural exchange in Southeast Asia.
BANGKOK, 2 September 2025: Local media reports last week quoted the Civil Aviation Authority of Thailand (CAAT) saying it has suspended Nok Air’s international flights and banned the airline from expanding its route network, citing a alleged failure to meet safety standards.
Nok Air hasn’t operated any international flights since the winter season 2024-2025. Still, it filed an advance scheduled timetable earlier this year that showed the airline intended to resume daily flights to four destinations: Nanning, Nanjing, and Zhengzhou in China, and Hyderabad in India, starting on 27 October 2025, for the duration of the winter timetable, October 2025 to March 2026.
That plan has been scuttled by the CAAT ruling on 28 August 2025, which identified deficiencies in Nok Air’s operations. The ruling alleged a high rate of incidents, including in-flight engine shutdowns, hard landings, and runway excursions, that occurred between 2023 and 2025.
Local media (The Nation and Bangkok Post) suggested the CAAT had identified a significant number of resignations from pilots, flight instructors, and inspectors, which could raise concerns about the airline’s safety culture and the risk of having a less experienced workforce.
The CAAT move comes just before a scheduled audit of Thailand’s aviation safety system by the International Civil Aviation Organisation (ICAO). CAAT’s actions are seen as a way to ensure full compliance with international standards.
Nok Air’s CEO has stated that Nok Air had already voluntarily ceased international flights in June 2025 due to the low season. The CAAT suspension affects Nok Air’s planned resumption of international routes this October to China and India. These two geo-markets could shore up Nok Air’s earnings in the current fiscal year.
Media reports noted that CAAT has given Nok Air just one week to address the safety deficiencies. The government agency has stated that the suspension of planned international flights will remain in place until the airline demonstrates that it has implemented the necessary safety audits.
Information regarding the Civil Aviation Authority of Thailand (CAAT) suspending Nok Air’s international flights has been widely reported by multiple news outlets in Thailand and internationally.
While these reports cite statements from CAAT officials, such as Director-General Air Chief Marshal Manat Chavanaprayoon, and reference an official letter sent to Nok Air, a direct, official announcement or press release about the suspension from the CAAT website itself is not readily available through a public search.
Nok Air, in a statement posted on its Facebook page, acknowledged documents from the Civil Aviation Office of Thailand (KPO) regarding flight operational requirements had been filed with Nok Air. Still, it wished to “reassure all passengers that it is operating all domestic routes… For international routes, plans will be announced again once the documents are completed.”
Dubai, UAE, 1 September 2025: Emirates will introduce more of its next-generation Airbus A350S, as well as retrofitted Airbus A380s and Boeing 777s featuring premium economy, in four cities across the Middle East and West Asia.
The addition of the latest premium economy and business class seats on more scheduled services to/from Amman, Mumbai, Muscat and Bahrain means customers will have further opportunities to experience the airline’s highly acclaimed onboard products, and a more
consistent experience when connecting through Dubai to destinations also served by the airline’s Airbus A350 and retrofitted Boeing 777 and A380 aircraft.
Emirates’ enhanced A380s, Boeing 777s and latest A350 aircraft will operate on the following schedules:
EK903/904 to and from Amman will operate with a four-class A380 with refreshed interiors, including premium economy, from 26 October 2025.
The upcoming retrofitted aircraft upgrade means customers will experience the latest signature products on both daily services.
Mumbai will receive a retrofitted Boeing 777 on EK504/505 starting 26 October, and customers will have the opportunity to experience the latest cabins on 22 weekly flights.
Starting 30 October, Emirates will offer its signature A350 experience on all nine weekly flights to Muscat with the deployment of the Airbus A350 on its EK862/863 services on Thursdays and Saturdays.
Emirates will also introduce an additional retrofitted Boeing 777 to Bahrain on its EK833/834 services every Thursday from 4 December*. Once deployed, Bahrain will be exclusively served with aircraft kitted with signature cabins, including premium economy and refreshed business class.
These deployments boost the airline’s premium economy cabin offering on more than 635 weekly flights across its network. By winter, the airline will serve 68 cities with aircraft fitted with its premium economy product, and 36 of them all-exclusively with the highly acclaimed cabin.
As demand for premium travel continues to grow, Emirates is strategically expanding its premium economy footprint. By the end of 2025, Emirates expects to offer over 2 million premium economy seats. Today, Emirates offers over 1.8 million premium economy seats across its network.
The airline’s retrofit programme, one of the largest in aviation history, is progressing rapidly, with aircraft being completed at an average rate of one every three weeks. To date, 67 aircraft have been refurbished, as part of a plan to retrofit 219 aircraft, including a combination of 110 A380s and 109 Boeing 777s. The airline is also currently operating 9 A350s to 15 destinations. Tickets can be booked on www.emirates.com, the Emirates App, Emirates Retail stores or via both online and offline travel agents.
BANGKOK, 1 September 2025: Bhutan has always held a special place in my heart. Nestled high in the Himalayas between two giants, India and China, the tiny kingdom of fewer than 800,000 people stands apart from the modern world.
For many travellers, Bhutan represents not just a destination, but a philosophy of life. It is a country where Gross National Happiness is prioritised over Gross Domestic Product, and where the pulse of life remains steady, unhurried, and deeply connected to the natural world.
Traditional prayer flags flutter in the wind.
From my home base in Bangkok, it is surprisingly straightforward to reach Bhutan. Direct flights from Drukair (Royal Bhutan Airlines) and Bhutan Airlines connect the Thai capital with Paro, Bhutan’s only international airport. The flight itself is spectacular; on a clear day, the views of the Himalayas are breathtaking, with glimpses of Everest, Kangchenjunga, and Bhutan’s own sacred peaks. Landing at Paro is legendary among pilots; surrounded by towering mountains, it is considered one of the most challenging airports in the world. For travellers, though, the thrill of arrival perfectly sets the tone for an unforgettable journey.
A philosophy that shapes a nation
Bhutan is unique in measuring progress with Gross National Happiness (GNH), a philosophy introduced by the Fourth King, Jigme Singye Wangchuck. It rests on four pillars: sustainable development, environmental conservation, cultural preservation, and good governance. This holistic approach influences everything from how cities grow to how tourism is managed.
The capital, Thimphu, is the most charming example of this balance. It is one of the few capitals in the world without a traffic light; instead, white-gloved police officers direct traffic at its busiest junction. Dzongs, majestic fortress-monasteries, dominate skylines, while crimson-robed monks mingle with office workers in ghos and kiras, the national dress. The air feels cleaner, the pace calmer, and the sense of continuity stronger than almost anywhere else I have travelled.
Tourist arrivals: Small numbers, big vision
Bhutan remains one of the world’s most exclusive travel destinations. In 2024, the country welcomed just over 103,000 visitors, a fraction of the millions who crowd into neighbouring Himalayan nations. Of these arrivals, about 70% came from just five markets:
1. India (by far the most significant source)
2. United States
3. China
4. United Kingdom
5. Germany
These figures reveal both Bhutan’s reliance on regional tourism and its growing appeal among Western travellers seeking something more authentic and mindful.
Yet unlike other countries, Bhutan has no desire to chase record numbers: no mass tourism, no overtourism. Instead, Bhutan follows a “High Value, Low Volume” policy. This model, supported by a Sustainable Development Fee, deliberately limits visitor numbers, ensuring that tourism revenue supports both conservation and the well-being of the community. The daily fee was recently reduced to USD 100 through 2027 — making Bhutan more accessible while still preserving its exclusivity.
This careful strategy is designed to avoid the fate of many popular destinations, where uncontrolled growth has led to environmental degradation, cultural dilution, and community resentment. In Bhutan, tourism is not an industry to be maximised but a tool to preserve heritage, protect nature, and improve citizens’ quality of life.
A timeless landscape
To step into Bhutan is to step into a land where the modern world has arrived slowly and selectively. Television only appeared in 1999, and mobile phones in the early 2000s. That delay has helped preserve a sense of timelessness.
Prayer flags flutter on mountain ridges. Monasteries cling to cliff sides, none more iconic than Taktsang (Tiger’s Nest Monastery), perched dramatically 900 metres above the Paro Valley. It is a pilgrimage for Bhutanese and visitors alike, reached by a demanding hike that rewards with sweeping views and profound serenity.
Elsewhere, valleys like Phobjikha are sanctuaries for black-necked cranes, whose winter migration is celebrated with colourful festivals blending conservation with culture. The Bumthang region, with its ancient temples and apple orchards, offers a glimpse into Bhutan’s spiritual core. And across the country, dzongs such as Punakha and Trongsa stand as both administrative centres and living monasteries, symbols of Bhutan’s enduring harmony between the secular and the sacred.
The People, Their Warmth – and a Place to Stay
Bhutanese people may at first appear more reserved than their Thai neighbours, but their warmth quickly shines through. There is a deep sense of pride in their culture, and an openness to share it. National dress is worn not just for ceremonies but in everyday life, reinforcing identity in an era of globalisation.
The cuisine reflects the Bhutanese spirit—simple, hearty, and fiery. Ema datshi, a dish of chillies and cheese, is eaten daily, its heat offset by the comforting flavours of red rice and butter tea. Dining in Bhutan is as much about nourishment as it is about continuity, with recipes handed down through generations.
Archery: Andrew Wood tries his hand at the national sport
When it comes to accommodations, one property stands out above all others to me: Zhiwa Ling Heritage in Paro. Set amid pine-clad hills and designed with painstaking authenticity, the hotel blends Bhutanese craftsmanship with quiet luxury. Built entirely by hand over five years, it features hand-carved woodwork, temple-like courtyards, and a seamless balance between modern comfort and Bhutanese tradition. For me, no visit to Bhutan would be complete without staying here; I’ll the sense of peace and place it offers is unmatched. Zhiwa Ling embodies what Bhutan itself represents: heritage, hospitality, and harmony.
Healthcare and humanity
Bhutan’s philosophy of care extends beyond tourism. Healthcare is free for citizens in this region, provided through a network of over 30 hospitals and hundreds of local clinics. At the heart of the system is the Jigme Dorji Wangchuck National Referral Hospital in Thimphu, which delivers advanced care for the nation. In a world where access to healthcare can be a privilege, Bhutan’s approach reflects its commitment to dignity, compassion, and equality for all.
Driver and guide in traditional attire (gho)
Why Bhutan Matters
In many ways, Bhutan feels like a country out of time. Modernity has touched its borders, yet the kingdom has chosen carefully what to let in. It is not a museum, Wi-Fi exists, young people study abroad, and new hotels open every year, but Bhutan resists the reckless rush of globalisation.
Its mountains may be rugged, but its path is deliberate. Tourism will grow, but not at the expense of culture or the natural environment. Visitors will arrive, but not in unmanageable swarms. This is Bhutan’s lesson to the world: development need not mean destruction, and happiness can indeed be a national goal.
For the traveller, Bhutan offers not just scenery but perspective. Its valleys and dzongs are magnificent, but its philosophy, living gently, living mindfully, is what lingers longest.
Practical travel tips
• Airlines: Drukair (Royal Bhutan Airlines) and Bhutan Airlines both operate flights into Paro International Airport, connecting with Bangkok, Delhi, Kathmandu, and Singapore among other hubs.
• Visa: All international visitors (except Indian nationals) must book travel through a licensed Bhutanese tour operator and pay the Sustainable Development Fee of USD100 per person per night (fee applicable until 2027).
• Best Seasons: March–May (spring blooms) and September–November (clear skies, festival season) are the most popular times. Winter (December–February) is cold, but it offers crisp skies and fewer visitors. In contrast, summer (June–August) brings monsoon rains and lush greenery.
• Stay: For authenticity and luxury in Paro, Zhiwa Ling Heritage is my personal favourite—a handcrafted hotel that feels like part of Bhutan’s cultural landscape. In Thimphu, its modern sister property, Zhiwa Ling Ascent, offers eco-friendly design and sweeping city views.
• Dress & Culture: Modest dress is appreciated, especially when visiting monasteries and dzongs. Respect local customs; photography inside temples is often restricted.
• Pace: Travel here is unhurried—distances may look short on a map, but winding mountain roads mean journeys take time. This is part of Bhutan’s charm: slowing down.
About the author Andrew J. Wood is a Bangkok-based British travel writer, hotelier, and tourism commentator who has lived in Thailand since 1991. A former general manager of leading hotels and past president of Skål International (Bangkok, Thailand, and Asia), Andrew writes for various regional and global online travel publications. He is passionate about sustainable travel and frequently writes about destinations that strike a balance between tradition and tourism.
KUCHING, 1 September 2025: Sarawak steps forward as a meeting point for tourism innovation when it hosts the Pacific Asia Travel Association (PATA) Travel Mart 2026 from 18–20 August at the Borneo Convention Centre Kuching (BCCK), marking a significant milestone in the state’s rise as the Gateway to Borneo and a hub for sustainable, inclusive tourism.
The event will bring together high-level tourism stakeholders from across the globe. This hosting opportunity builds on Sarawak’s record-breaking tourism performance in 2024, when the state welcomed 4.83 million visitor arrivals, surpassing pre-pandemic levels. It is expected to continue its upward momentum in 2025.
Kuching, Sarawak, has been officially announced as the host destination for the PATA Travel Mart (PTM) 2026, the premier travel trade show for the Asia-Pacific region.
Sarawak Tourism Board’s efforts have also been recognised internationally. In 2025, STB’s “Sarawak, Gateway to Borneo” campaign was named the PATA Gold Awards winner in the “Best Destination Marketing Campaign (Destination Management Organisation – Asia)” category.
First rolled out through digital and targeted OOH media in 2023, the campaign was officially unveiled on the global stage at ITB Berlin 2024. It repositions Sarawak as a destination of depth and mystery, leveraging the state’s location as the launchpad into Borneo’s cultural and natural riches
Aligned with STB’s pillars, the campaign also highlights Sarawak’s diverse facets — Culture, Adventure, Nature, Food, and Festivals — reaffirming the state’s positioning as the Gateway to Borneo.
International travel industry professionals have responded with marked anticipation to the news of Sarawak hosting PATA Travel Mart 2026. This visual represents the widespread excitement from key global stakeholders eager to visit Sarawak in 2026.
The Borneo Convention Centre Kuching (BCCK), an architectural landmark and Sarawak’s flagship convention venue, will provide the setting for PTM 2026. Designed to meet the highest standards of international conventions, BCCK offers a capacity of over 4,000 delegates and facilities that cater to global gatherings while upholding Sarawak’s commitment to sustainability and green building standards.
“Sarawak is more than a destination; it is the natural entry point to one of the world’s most biodiverse regions. Hosting PTM 2026 allows us to connect Borneo with the world while championing tourism that is meaningful, sustainable, and inclusive. More importantly, it is a statement of our readiness to lead global tourism conversations and to showcase Sarawak’s unique blend of culture, nature, and commerce to an international audience,” said Sarawak Tourism Board Chief Executive Officer Puan Sharzede Datu Haji Salleh Askor.
Importantly, PTM 2026 will be a strong complement to Visit Malaysia Year 2026, amplifying Sarawak’s tourism growth strategies under the Post-COVID-19 Development Strategy 2030 (PCDS 2030) and Sarawak Tourism Master Plan 3.0. The event will serve as a high-impact platform for forging new partnerships, attracting investment, and showcasing Sarawak’s strengths in culture, adventure, nature, food, and festivals (CANFF) to audiences from across the region and beyond.
Positioned on the island of Borneo, the third largest in the world, Sarawak serves as the natural entry point for travellers seeking both leisure adventures and business opportunities in the heart of Southeast Asia. The state’s three international gateways — Kuching, Sibu, and Miri — provide access for visitors from across ASEAN and beyond. A proven track record matches this strategic location in hosting large-scale, high-profile events.
The Rainforest World Music Festival, which draws over 20,000 visitors annually and has been recognised by Songlines Magazine as one of the world’s Top 25 international festivals, stands alongside the Rainforest Youth Summit, a pioneering ASEAN platform for youth leadership in sustainability, as part of Sarawak’s regular calendar of events.
Beyond these annual highlights, the state has also successfully hosted International Energy Week (IEW) in July 2025 and the International Congress and Convention Association (ICCA) Congress in 2016, reinforcing its capability to deliver world-class experiences that seamlessly blend culture, nature, and commerce. This combination aligns perfectly with PTM’s objectives.
With PTM 2026, Sarawak will further demonstrate its capability to host international gatherings that reflect its cultural richness and commitment to sustainable tourism. It will also underline the state’s role as a welcoming meeting point for tourism professionals, fostering meaningful connections and collaborations in the heart of Borneo.
SINGAPORE, 1 September 2025: Investment in Asia Pacific hotels reached USD4.7 billion in the first half of 2025, with investors focusing more selectively on the region’s more established hospitality markets, with 84% of total transaction volume occurring in just five key countries, according to JLL Hotels & Hospitality Group, Asia Pacific.
Japan continued to lead regional hotel investment with USD1.5 billion in transactions, followed by Greater China (USD744 million), Australia (USD664 million), Singapore (USD546 million), and South Korea (USD504 million). Collectively, the other markets across the region accounted for USD758 million, representing 16% of total hotel investment volume.
JLL Hotels & Hospitality Group, Asia Pacific, Nihat Ercan.
Capital deployed in the first half of 2025 represented a 23% decline compared to the same period in 2024, reflecting a more cautious investment environment amid ongoing global macroeconomic uncertainty. Investors have gravitated to safe-haven markets, while decision-making timelines have lengthened. At the same time, the bid-ask spread between seller expectations and buyer valuations has also widened, with sellers holding firm on price expectations and buyers applying greater scrutiny, leading to extended due diligence periods on both sides of transactions.
“Coming off a high base last year, the level of investment moderation is indicative of a more cautious investment market whereby a realignment of capital sources in the hotel investment landscape is occurring,” said JLL Hotels & Hospitality Group, Asia Pacific, Nihat Ercan.
“In our interactions, although institutional investors remain selective, private capital is moving decisively to secure prime hospitality assets that offer both defensive income characteristics and growth potential, which should ensure an uptick in activity in this year and into next.”
According to JLL analysis, private equity firms have increased their capital allocations to hospitality assets, with a 6% year-over-year rise in investment volumes. This shift represents strategic positioning to capitalise on market dislocations and potentially undervalued assets in key gateway markets.
Additionally, high-net-worth individuals (HNWIs) from within the region have emerged as increasingly active buyers in H1 2025, seeking portfolio diversification through hotel investments, with capital invested in hotels growing by 54% from the same period last year.
The outlook for theregion’ss hospitality industry remains positive in the long term, driven by solid fundamentals. International tourist arrivals across the Asia Pacific increased by 12% in Q1 2025 compared to the same period in 2024, driving supportive growth in revenue per available room (RevPAR) across the region. This performance improvement has bolstered investor confidence in this sector’s recovery trajectory.
Key gateway cities demonstrated varied performance. Tokyo recorded more than 80% occupancy with ADR above pre-pandemic levels, while Singapore maintained ADR in excess of 2019 figures but saw a stable YTD occupancy rate from last year. Sydney hotels maintained strong occupancy at just below 80%, while pushing ADR higher than pre-pandemic benchmarks.
Total hotel transaction volume across Asia Pacific is projected to reach USD12.8 billion for the full year 2025, representing about 5% increase from 2024. This forecast anticipates accelerated investment activity in the second half of the year, as the backlog of deals in due diligence is expected to settle, according to JLL.
Liquidity is expected to remain prevalent in the traditional markets of Japan, Australia, Greater China, Singapore, and South Korea. Markets such as Vietnam and Malaysia are also expected to benefit from the strong tourism momentum.
“The final six months of 2025 present compelling entry points for strategic investors looking to deploy active capital,” said Ercan.Encouragingly, we anticipate private equity funds, family offices, and regional operators with access to private capital to emerge as the most active buyers through year-end as they capitalise on assets requiring operational expertise to maximise value.”
