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WTTC presents global team

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Newsdesk
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SINGAPORE, 5 May 2026: The World Travel & Tourism Council (WTTC) announced a new chapter for its global leadership and team on 30 April, bringing together executives and former leaders, industry experts, and Ministers from across the Travel & Tourism industry to reflect the diversity and international nature of the private and public sector.

The leadership team demonstrates WTTC’s evolution to meet the current and future needs of the global private sector, with a broader mix of nationalities and expertise across different sectors. 

Photo credit: WTTC. WTTC global team line-up in Madrid HQ.

WTTC’s expanding team features 21 nationalities across five continents, including British, Spanish, Mexican, Saudi Arabian, Indian, Chinese and Kenyan.

WTTC’s new leadership structure combines deep expertise across key strategic priorities:

Esteban Velásquez Wilhelm, Executive Vice President, Business Development and Members, leads global commercial strategy, member engagement, and strategic partnerships.

With more than 25 years of experience across the global travel, hospitality, and travel technology sectors, as the former CEO of Karisma Hotels and Price Travel, Esteban brings a strong track record of driving growth and long-term value creation. 

Hon Najib Balala, Executive Vice President, Advocacy, Government Affairs and Research, leads WTTC’s global advocacy agenda, government engagement, and policy research.

A globally recognised public-sector leader and former Tourism Minister of Kenya for more than 12 years, Najib brings extensive experience in shaping national and international tourism policy and strengthening enabling environments for Travel & Tourism growth. 

Maribel Rodríguez Gamero, Executive Vice President, Destinations, works closely with destination leaders worldwide to support their growth and increase their representation in WTTC.

With over 25 years of international experience spanning aviation, hospitality,  global events and destination development, Maribel brings deep expertise in shaping destination strategy and strengthening global tourism ecosystems. 

Sarah Jukes, Vice President, Strategic Communications and Content, oversees messaging and content development to amplify the voice of Travel & Tourism and position WTTC’s advocacy efforts.

She rejoins WTTC from Burson, London and brings significant experience in strategic communications, international affairs and thought leadership across three continents, supporting engagement with governments, global institutions, and key stakeholders.

Julio Solvas, Chief Financial Officer, oversees WTTC’s global financial strategy, governance, planning and reporting. With more than three decades of experience in multinational and travel-related organisations, Julio brings expertise in financial management, multi-country operations and supporting organisational growth.

Other team appointments
Caroline Moultrie, Strategic Lead, Together in Travel

Christopher Imbsen, Vice President of Policy 

Lola Uña Cárdenas, Vice President of Government Affairs

Natalie Duggal, Finance Director

Nejc Jus, Research Director

Esmeralda Rios, Chief of Staff 

Pablo Dopacio, Human Resources Manager

Marcela Lizarraga, Strategic Partnership Director

Mansor Waleed Al Abdullah, Regional Director Middle East

Adolfo Reyes, Europe Membership & Engagement Director

Juan Antonio Arellano, Regional Director LATAM

Roberto Palais, Regional Director Europe & Africa Destinations

Sarah Wang, Regional Director, Greater China

Daniela Wagner, Commercial Director

WTTC’s operations are based in Madrid, with regional directors located across Latin America & the Caribbean, North Asia, Southeast Asia, the Middle East, Africa, North America, and Europe.

This expanded regional presence strengthens the organisation’s relevance and engagement with both Members and destinations.

It also enhances WTTC’s ability to understand local market dynamics, deepen relationships with key stakeholders, and deliver more impactful advocacy and research across the global Travel & Tourism sector.

WTTC President & CEO, Gloria Guevara commented: “We have built a leadership team that reflects the current and future needs and global nature of Travel & Tourism, with a broader mix of nationalities, expertise and perspectives than ever before.

This diversity strengthens our ability to support our members, work with governments and deliver the insights and advocacy needed to drive sustainable growth across the sector.”

WTTC Chairman Manfredi Lefebvre noted: “I’m proud of the WTTC global team that brings together exceptional experience from across the world, positioning WTTC to play an even more influential role in shaping the future of Travel & Tourism.”

(Source: WTTC).

ITA Airways adds Rome-Houston service

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Newsdesk
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SINGAPORE, 5 May 2026: ITA Airways, Italy’s flag carrier, launched the first-ever direct flight between Rome Fiumicino (FCO) and Houston George Bush Intercontinental Airport (IAH) over the weekend, opening up Italy to travellers from Houston and the surrounding region. 

The new service expands the airline’s North American network to nine destinations, strengthening ITA Airways’ position in the US — its most important market outside Italy. Houston, the fourth-largest city in the US and a global energy hub, has historically lacked nonstop service to Rome. The new route is expected to support growing business, tourism, and family travel between the two markets.

Photo credit: ITA’s inaugural flight arrives in Houston.

Launch events were held in both Rome and Houston with government officials, airport leaders, and company executives, underscoring the route’s economic and cultural significance.

“Houston is a key addition for our airline, representing a further growth in our long-haul network, on which we intend to build our future development. It’s a vibrant city that combines its role as a global energy capital with a growing arts and cultural scene. The new service opens up more of Italy to Houstonians and the wider Gulf Coast region, providing a direct gateway to Rome, and onward connections across Italy and Europe,” said ITA Airways CEO and General Manager Joerg Eberhart. “We are proud of our service, where travellers can begin to experience Italy from the moment they depart Houston.”

Houston, and more broadly Texas, represents a market of primary strategic importance, underpinned by a highly developed industrial base and strong potential for business travel between Italy and the United States. Houston stands out as a global hub for the energy and aerospace industries, with a particular focus on key sectors such as aerospace, defence, and government. The region is also distinguished by the presence of major corporate groups, which contribute to steady, well-established demand.

ITA next-generation Airbus A330-900 flies the direct Rome-Houston service. Houston joins ITA Airways’ North American network alongside New York, Boston, Miami, Los Angeles, San Francisco, Washington DC, Chicago, and Toronto. The new connection will initially operate three weekly frequencies, increasing to five from 1 June, 2026. It will offer convenient connections to numerous Italian destinations through the airline’s extensive domestic network from Rome Fiumicino and Milan Linate, reinforcing ITA Airways’ role as a bridge between North America, Italy, and Europe. 

(Source: ITA)

Amadeus strengthens biometric solutions

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Newsdesk
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SINGAPORE, 5 May 2026: Following a competitive bid process, Amadeus announced last week its intention to acquire IDEMIA Public Security (IPS), a leading biometrics and identity services provider headquartered in France.

IPS has a global footprint and a diversified customer base across the public and private sectors, and the EUR1.2 billion acquisition, upon closing, will further strengthen Amadeus’ biometric and identity capabilities by leveraging IPS’ market-leading technology, end-to-end platform, and strong global blue-chip client base. It will follow Amadeus’ 2024 acquisition of Vision-Box.

Photo credit: Amadeus.

With trusted digital identity becoming a foundational layer across the end-to-end travel journey, and as biometric adoption quickly accelerates across the travel industry, this acquisition will accelerate Amadeus’ growth in airports and border verticals, enhancing its position in this space, underlining the company’s deliberate strategy to bring biometric identity capabilities into its core travel platform.

By integrating biometric capabilities with airline, airport, border, and hotel systems, Amadeus can support the next phase of automation, delivering more seamless, automated, and AI-enabled travel journeys while ensuring a secure identity layer is in place across the entire journey. A combined Amadeus-IPS offering will also drive further digitalisation of core travel processes, delivering faster, more secure interconnectivity among a range of stakeholders. 

Biometrics enable instant identity verification, leading to faster processing, stronger security, and more efficient operations.

At the same time, this acquisition will increase Amadeus’ ability to connect touchpoints across the traveller journey, aligning it with its ambition to be an orchestrator of the travel ecosystem and enabling it to support a more integrated passenger journey from booking through airport processing and boarding.

“This demonstrates further our long‑term commitment to biometrics as part of our broader platform strategy. Alongside AI, biometrics is one of the most transformative technologies for delivering fast, convenient, and secure end‑to‑end traveller journeys. This will enable us to deliver our services across more traveller touch points, in turn reducing friction and improving the traveller experience, while supporting our ambition to expand biometric capabilities further, extending traveller ID throughout the journey,” said Amadeus President and CEO, Luis Maroto. “In a fast‑evolving AI world, the bridging of physical and digital identity will be critical for seamless travel. By combining Amadeus and IPS capabilities, we will be able to create more joined‑up travel journeys in the future, better connecting the travel ecosystem and linking the traveller to the different steps of the journey.”

The intended acquisition is subject to customary closing conditions, including regulatory approvals, with closing expected mid-2027.

There is an agreed earn‑out structure that supports long‑term value alignment between the parties, which could result in total consideration of EUR1.35 billion.

BNP Paribas is acting as the exclusive financial advisor to Amadeus

(Source: Amadeus)

Summit calls for unity in times of crisis

By
Andrew Wood
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BANGKOK, 30 April 2026: Current geopolitical tensions have impacted perception and confidence, but the fundamental strengths of the Gulf region remain intact, argued Knighthood Global’s chairman and former president and chief executive of Etihad Airways, James Hogan, in his keynote address to summit delegates attending the one-day event in the Thai capital. 

Organised by Travel Daily Media, the one-day TDM Global Summit 2026, convened on 29 April, bringing together 500 senior travel and tourism leaders against the backdrop of ongoing geopolitical uncertainty and the 2026 Gulf War conflict.

TDM Global Summit 2026 Keynote speaker James Hogan addresses delegates in a packed-out session at the conference.

Hogan declared in his keynote presentation during the summit’s opening session: “What has been damaged is not the product, but the perception.”

He highlighted that world-class infrastructure across the Persian Gulf countries continues to serve as a critical foundation for recovery. Major regional hubs collectively handle a significant share of global transit traffic, while leading airlines such as Emirates, Etihad and Qatar Airways act as powerful national brand ambassadors.

Speaking on the theme “Destination Branding in a Time of Crisis: A Recovery Playbook for the Gulf States”, Hogan delivered a compelling analysis drawn from decades of leadership at the highest levels of global aviation.

Hogan’s career spans senior roles with Gulf Air, Etihad Airways and numerous international travel and hospitality organisations. His insights carried particular weight given his role in transforming Etihad into one of the fastest-growing airlines in aviation history.

A key concept outlined in his presentation was the “stay and spend” flywheel, whereby transit passengers are converted into stopover visitors, extended stays and ultimately repeat guests. This model, he argued, will play a vital role in accelerating recovery.

Hogan also stressed the importance of regional cooperation over competition. Drawing parallels with ASEAN, he urged Gulf states to adopt a unified approach, competing nationally but marketing collectively. “No destination benefits from winning market share at the expense of its neighbour during a crisis,” he said.

Another critical takeaway was the role of aviation as the catalyst for recovery. Airlines, Hogan explained, are both the first and last touchpoints of the traveller journey, making them central to restoring confidence. Route resumptions should be viewed not simply as operational decisions, but as strategic marketing signals to the world.

Equally important, he highlighted the human dimension of tourism. “People are the brand,” he said, pointing to frontline staff across airlines, hotels and tourism services as the true ambassadors of destination identity. Authentic service, cultural confidence and personal interaction will be decisive factors in rebuilding traveller trust.

Despite the economic headwinds, including downgraded global and regional growth forecasts and potential employment impacts, Hogan struck an optimistic tone. He concluded that the Gulf’s brand strength, infrastructure and service culture position it well for recovery.

“The question is not whether the Gulf will come back,” he said. “It is how fast.”

About the Author
Andrew J Wood is a Bangkok-based media executive, travel writer and former hotel executive specialising in Asian tourism.

AAPA reports March 2026 traffic results

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Newsdesk
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KUALA LUMPUR, 30 April 2026: Preliminary March 2026 traffic figures released on Tuesday by the Association of Asia Pacific Airlines (AAPA) showed robust growth in international passenger traffic, reflecting healthy travel demand. 

Asian carriers also benefited from an upsurge in demand on Asia-Europe routes, as travellers shifted to alternative routings following airspace closures and operational disruptions at Middle East hubs.

For the month, a combined total of 33.9 million passengers flew on the region’s carriers, representing an 8.5% year-on-year increase. Demand, as measured in revenue passenger kilometres (RPK), rose by a solid 11.3%, reflecting strength on longer-haul routes. This increase in demand significantly outpaced the 1.9% year-on-year expansion in available seat capacity. As a result, the average international passenger load factor rose markedly, by 7.4 percentage points to a record high of 87.6% in March.

Supply chains were also disrupted by the war, leading to flight cancellations and the rerouting of Asia-Europe cargo flows away from key Middle East hubs. Against this backdrop, international air cargo demand, as measured in freight tonne kilometres (FTK), rose by 2.5% year-on-year in March, supported by an increased demand for timely shipments. Offered freight capacity rose by 3.8%, resulting in a 0.7 percentage point decline in the average international freight load factor to 62.3%.

Commenting on the results, AAPA Director General Wong Hong said: “The aviation industry faced multiple challenges in March, as military conflict in the Middle East led to flight cancellations and a sharp increase in jet fuel prices. Asia-Pacific airlines responded swiftly by making network adjustments, including adding flights on key Asia-Europe routes and trimming unprofitable routes amid higher fuel and operating costs. This supported both passenger and cargo demand during the month, bringing first-quarter growth to 6.2%, with 102 million international passengers carried, and a 5.7% increase in air cargo demand.”

Wong Hong added: “However, the impact of the Middle East conflict has begun to weigh on what had been an encouraging start to the year. Already grappling with high operating costs due to persistent supply chain issues, airlines are now facing additional strain, with jet fuel prices up by 80% year-on-year to an average of USD156 per barrel in March, compared to US$87 per barrel a year earlier. Fuel remains the single largest cost item for Asia Pacific carriers, accounting for around 30% of total operating expenses.”

Looking ahead, he concluded: “The duration of the Middle East conflict is going to add uncertainty to the global economic outlook and air travel demand. Against this backdrop, Asia-Pacific airlines continue to exercise vigilance over cost controls while maintaining international connectivity. The region’s airlines remain committed to the highest safety standards, and to working closely with governments and industry stakeholders to ensure safe, efficient and sustainable operations.”

(Source: AAPA)

Emirates’ iconic A380 returns to Dubai

By
Your Stories
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DUBAI, 30 April 2026: Emirates’ flagship A380, long celebrated as one of aviation’s most iconic aircraft, is set to reach new heights as the first installation of next-generation Starlink Wi-Fi onboard has just been completed.

The Emirates A380 was one of the first commercial aircraft in the world to offer internet to its customers, with first-generation systems offering a total aircraft bandwidth of less than 1 Mbps. Emirates’ installation of three Starlink antennas on each A380 will improve the Wi-Fi available onboard a thousand-fold, offering a ‘better than at home’ connectivity experience for customers while flying at 40,000 feet.

The first Emirates A380 aircraft equipped with Starlink returned to Dubai this week, after installation and certification were completed in Newquay, UK. With more A380s scheduled for accelerated installation throughout 2026, Emirates customers will soon enjoy a transformative leap in onboard connectivity, enabling them to stream, game, browse, and work throughout their journey on personal devices. The service will be complimentary for all customers across all cabins, with easy sign-up and access. Future enhancements will include Live TV streaming over Starlink, initially on personal devices and later integrated into seatback screens.

From its celebrated Onboard Lounge to its signature First Class Shower Spa, the Emirates A380 has consistently redefined long-haul travel, beloved by customers from all corners of the globe. With the addition of Starlink’s seamless connectivity across all cabin classes, the Emirates A380 experience evolves once more, delivering a fully connected journey in the sky.

A technical first for the world’s largest passenger aircraft

As the world’s largest passenger aircraft, the A380 presents unique engineering challenges and opportunities. This industry-first Starlink configuration is designed to meet the demands of the A380’s ‘double-decker’ layout and high passenger capacity. It is capable of delivering more than 2 Gbps of total aircraft bandwidth across the cabin.

Compared with the Emirates Boeing 777, the Emirates A380 features additional wireless access points and a third antenna to deliver an enhanced connectivity experience for its higher passenger capacity. Optimised inter‑deck integration supports a seamless Wi‑Fi experience, with customers able to enjoy high speeds depending on usage and device capability.

Accelerated rollout across an industry-leading fleet

Starlink installations will soon begin at Emirates Engineering facilities in Dubai to accelerate deployment across the fleet. Emirates is committed to delivering the best possible connectivity across its entire fleet at the earliest opportunity, with 25 Boeing 777-300ER aircraft already equipped with Starlink and the first A380 now in service.

So far, more than 650,000 Emirates customers have already flown on Starlink‑equipped flights, experiencing the benefits of next‑generation onboard connectivity firsthand.

Emirates continuous investment in elevating customer experience

The introduction of Starlink on the A380 builds on Emirates’ ongoing investment into redefining the customer journey, including one of the most ambitious retrofit programmes in aviation history. To date, 93 Emirates aircraft have been fully refurbished, featuring the installation of the widely acclaimed Premium Economy cabins, an enhanced Business Class, refreshed First Class suites, upgraded interiors and finishes in Economy Class and throughout all aspects of the cabin, and expanded and upgraded inflight systems that can offer more than 6,500 channels of entertainment.

To complement the significant upgrades across all hardware, Emirates continues to invest in its training programmes and facilities, which are instrumental to the customer experience. In mid-2025, Emirates opened a USD8 million facility — ‘Centre of Hospitality Excellence’ to train its 25,000 cabin crew in the art of hospitality onboard – bringing together both the tangible and intangible elements of an outstanding travel experience.

For more information on the airline or to make a booking, visit: www.emirates.com.

BWH Hotels brings BW Premier Collection to Da Lat

By
Your Stories
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BANGKOK, 30 April 2026: BWH Hotels, a leading global hospitality enterprise comprising WorldHotels, Best Western Hotels & Resorts and SureStayHotels, has continued to elevate Vietnam’s hospitality landscape with the opening ofImperial Dalat Hotel, BW Premier Collection, an elegant new hotel that will cater to leisure seekers, business travellers, and meeting planners in Da Lat, the famed “City of a Thousand Flowers”.

Located in the heart of this scenic city and surrounded by rolling hills, blooming gardens and the fresh air of Vietnam’s Central Highlands, Imperial Dalat Hotel, BW Premier Collection, offers convenient access to major landmarks and attractions such as Da Lat Market, Xuan Huong Lake, and Con Ga Church. Seamlessly blending modern international hospitality with authentic Indochine elements, this upscale hotel is poised to become one of the city’s most prestigious destinations for staying, meeting and dining.

The hotel features 402 contemporary rooms and suites, including family-friendly connecting options, each equipped with state-of-the-art amenities, local design accents and views of the city or surrounding highlands. 

Guests can enjoy a year-round heated swimming pool, a fully equipped fitness centre, and rejuvenating spa treatments, while younger travellers are entertained at the kids’ club. Dining options span an all-day restaurant serving fresh Vietnamese specialities and Western favourites, a speciality Japanese restaurant, a stylish lobby lounge, a beer garden, and a cigar lounge. For meetings and events, two meeting rooms and a grand ballroom, capable of seating up to 1,200 guests, provide an inspiring backdrop for corporate conferences, gala dinners, and unforgettable weddings.

Imperial Dalat Hotel, BW Premier Collection is situated alongside Best Western Premier Imperial Dalat, which opened in late 2025, further strengthening BWH Hotels’ presence in the city.

All stays are underpinned by the distinctive standards of BW Premier Collection, BWH Hotels’ exclusive portfolio of properties designed to reflect the unique character of their destinations. Guests can also benefit from Best Western Rewards®. This award-winning loyalty programme is free to join, offering exclusive benefits and points that never expire and can be redeemed for rewards including free room nights, airline miles, and gift cards.

“Vietnam is one of the world’s most dynamic tourism and hospitality markets, and we are delighted to continue our rapid nationwide expansion with the launch of another exceptional hotel in Da Lat,” said  BWH Hotels Vice President-APAC Olivier Berrivin. “As growing numbers of international travellers and affluent domestic guests are drawn to the ‘City of a Thousand Flowers,’ we are proud to offer a choice of stylish upscale hotels that combine local charm and warmth with the unparalleled service standards of BWH Hotels.”

Imperial Dalat Hotel, BW Premier Collection, is the second BW Premier Collection property in Vietnam and across Southeast Asia. With this addition, BWH Hotels now operates seven hotels and resorts throughout Vietnam, including destinations such as Ho Chi Minh City, Phu Quoc, Nha Trang, and Da Lat, with many more developments in the pipeline.

To book a stay with BWH Hotels in Asia, visit bestwesternasia.com. 

(Source: Your Stories — BWH Hotels)

Cities tap Agoda’s business channel

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Newsdesk
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SINGAPORE, 30 April 2026: Digital travel platform Agoda has engaged in a partnership with the Tourism Promotion Organisation for Global Cities (TPO) to unlock opportunities across its global network of member cities. 

The collaboration underscores a shared commitment to fostering tourism development and enhancing travel experiences.

Photo credit: Agoda. Representatives from Agoda and TPO celebrate the launch of the MOU.

Agoda and TPO are aligning their strengths through this strategic partnership, combining TPO’s intercity network with Agoda’s global travel insights. By launching a Memorandum of Understanding (MoU), the two organisations aim to support cities in transitioning from ad-hoc tourism promotion to data-informed, long-term stewardship of visitor economies. This approach positions tourism as a catalyst for urban resilience, cultural vitality, and inclusive growth.

The cooperation will focus on three key pillars: leveraging data insights for informed decision-making, developing tourism professionals through capacity-building and leadership programmes, and launching destination marketing initiatives on Agoda’s platform.

Tourism Promotion Organisation for Global Cities, Secretary General Kang Da-eun remarked: “This partnership represents a pivotal moment in repositioning tourism from a promotional activity to a core urban policy. Building on Agoda’s global data and platform capabilities, TPO will support its member cities in developing more sophisticated and sustainable tourism strategies.”

Agoda Chief Commercial Officer Damien Pfirsch stated: “Through this collaboration, we aim to leverage our digital travel platform to bolster city-level tourism strategies across global urban destinations. We are thrilled to announce this partnership and look forward to sharing best practices to help develop the tourism ecosystem across destinations.”

(Source: Agoda)

Saudia wins multiple awards in a single sweep

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Newsdesk
-

SINGAPORE, 30 April 2026: Saudia, the national flag carrier of Saudi Arabia, has emerged as the most awarded airline at the World Travel Catering & Onboard Services Expo (WTCE) 2026, receiving 12 international accolades across TravelPlus, Onboard Hospitality, and PAX International Readership Awards.

This achievement highlights Saudia’s leadership in onboard products and services, reflecting consistent excellence across all cabin classes and throughout the guest journey, and marking the transition toward a new generation of onboard products and experiences now being progressively rolled out across the fleet.

Photo credit: Saudia.

Recognised as one of the industry’s leading platforms celebrating innovation in onboard hospitality, the 2026 Onboard Hospitality Awards honoured Saudia with Best First Class Food Service (Lunch & Dinner), Best Amenities: Economy, in addition to a Highly Commended distinction in the Best Wearable Textiles category.

The TravelPlus Airline Amenity Awards 2026, widely regarded as a global benchmark for excellence in onboard comfort and design, awarded Saudia six recognitions, including five Gold awards across key categories: Economy Class Amenity Kit, Economy Class Blanket / Comfort Item, Business Class Meal Serveware, First Class Sleeper / Lounge Suit, and Business Class Amenity Kit (The Middle East). The airline also received a Highly Commended distinction in the First Class Ladies Kit category. It was awarded the TravelPlus Passenger Amenities Five-Star Rating 2026, a distinction granted to only a select number of airlines worldwide.

In parallel, the PAX International Readership Awards 2026, which reflect the voice of the global aviation industry and its readership, recognised Saudia for Best IFE and Connectivity – Middle East and Best Children’s Amenity Kit – Middle East, highlighting its continued progress in inflight entertainment and onboard innovation.

Saudia continues to invest in enhancing the guest travel experience to new levels of comfort and refinement, supported by the largest guest experience investment program in its history. This includes the introduction of advanced digital solutions powered by artificial intelligence, comprehensive cabin upgrades, high-speed in-flight connectivity, and ongoing enhancements to onboard products and services, all delivered through the lens of authentic Saudi hospitality.

(Source: Saudia)

Luxury Travel at ITB China: A market in evolution

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Newsdesk
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SINGAPORE, 30 April 2026: ITB China convenes in Shanghai from 26 to 28 May, as the spotlight shines on China’s premium travel consumers shifting toward luxury experiences, wellness, and personalisation.

 A new dedicated segment explores how culture, technology, and lifestyle are reshaping premium travel demand.

Luxury travel in the spotlight at ITB China 2026 © Unsplash

The luxury segment responds to a clear market shift. Experiences rather than possessions increasingly drive demand in China’s high-end travel sector. 

At ITB China 2026, luxury travel will take centre stage across both the exhibition floor and conference programme. The B2B event is particularly relevant for travel buyers sourcing luxury and tailor-made products, industry professionals tracking developments in the premium travel segment, and media representatives covering the ongoing evolution of high-end, experience-driven travel. The goal is to explore how luxury travel is changing in one of the world’s most dynamic outbound markets.

Why luxury travel is changing

Luxury travel in China is entering a more mature phase. Growth is no longer driven by scale alone, but increasingly by quality, meaning, and emotional value. Experiences are becoming more curated, more personal, and more closely linked to individual identity and lifestyle.

Multiple industry studies support the transformation. Hurun 2026 and Bain 2025 both point to a continued rise in travel, wellness, and experience-led spending among affluent Chinese consumers.

The Virtuoso Luxe Report 2026 confirms strong global demand for luxury travel. It highlights cultural immersion, wellness journeys, and multigenerational travel as key drivers of growth.

At the same time, the Amadeus Travel Trends 2026 report shows that AI is accelerating the rise of hyper-personalised travel experiences. Personalisation is no longer a premium feature. It is becoming the baseline.

Luxury travel segment at ITB China 2026

The dedicated luxury travel segment at ITB China 2026 will explore how luxury is being redefined across global markets and evolving lifestyles, with a strong focus on experience-driven value creation. It connects market insights with real business opportunities and brings together key players shaping the future of premium travel. 

Top exhibitors include premium destinations, high-end hotels, resorts, and tailor-made travel specialists such as Department of Culture and Tourism Abu Dhabi, Gran Canaria Spain, Century Cruises, Luxury Global Travel Polar travel, Luxury Lodges of Latin America, Re ’em Yarra Valley at Helen & Joey Estate, Robane Luxury Lodge, Rowland Safaris, StarRides, Tahiti Tourisme, The Islands of The Bahamas, The Reverie Saigon @ Times Square (Vietnam) Investment Joint Stock Company, Tourism Seychelles China Office, Vedana Lagoon & Pilgrimage Village resorts, Vietnam, Wild Latin America Travel Co., Limited, Xinjiang Tag Travel, Tourism Fiji. Designed as a business platform, it enables discovery, networking, and the development of long-term partnerships.

The segment will also be reflected in the ITB China Conference programme, where it highlights the growing intersection between travel and adjacent industries such as art, fashion, wellness, and culture, reflecting broader shifts in consumer expectations. Within the conference context, discussions will address how luxury is evolving in response to these changes, how personalisation and technology are reshaping premium travel, and how travel experiences are increasingly used to express identity, meaning, and active participation.

Against this backdrop, the segment will focus on four strategic themes:

• The redefinition of luxury through evolving consumer values;

• The integration of travel with culture, wellness, art, and fashion;

• The shift beyond customisation toward identity-driven experiences;

• The strengthening of collaboration with leading luxury brands and media partners.

(Source: ITB China)

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