MANILA, 9 June 2025: Tourism Secretary Christina Garcia Frasco pledged to double efforts and create more innovative programmes to boost Philippine tourism after President Ferdinand R Marcos Jr discarded her courtesy resignation letter last week.
Frasco was among Cabinet secretaries whose courtesy resignations were rejected by the Chief Executive.
Tourism Secretary Christina Garcia Frasco
In a statement posted on the Department of Tourism website, Tourism Secretary Frasco said: “With this renewed commitment, I will continue to push for innovative programs that build gains for the industry and provide gainful livelihoods for the Filipino people who rely on tourism. Our goal in the DOT is to leave no destination behind, thus always uplifting communities through tourism while engendering pride of place and honouring our national identity.”
Frasco submitted her courtesy resignation on 22 May after President Marcos announced a bold reset to recalibrate his Cabinet.
Various tourism organisations were quick to lend their support to Frasco, including the Pacific Asia Travel Association, the Philippine Tour Operators Association, the Tourism Industry Board Foundation, Inc., the National Association of Independent Travel Agencies, the Global Tourism Business Association, and the Association of Tourism Officers of the Philippines.
HONG KONG, 9 June 2025: This summer, Hong Kong invites the world to experience “Hong Kong Summer Viva” featuring theme park parties and island escapes to action-packed sports events.
Theme park celebrations
Starting 28 June, Hong Kong Disneyland Resort (HKDL) celebrates its 20th anniversary with a year-long extravaganza filled with three unmissable festivities, including a brand-new anniversary-only castle stage show, the largest-ever parade and the grandest nighttime spectacular in HKDL’s history.
In collaboration with the Hong Kong Tourism Board, the resort is introducing a limited-time postcard redemption offer. Registered fans who spend HKD100 or more in a single transaction at any merchandise store in Hong Kong Disneyland Park can receive a complimentary, resort-exclusive postcard* (while stocks last).
Photo credit: Hong Kong Tourism Board.
Ocean Park Hong Kong presents Ocean Park Summer Splash 2025 from 5 July to 24 August; panda lovers are in for a treat as they celebrate the first birthday of Hong Kong’s panda twins — Jia Jia and De De.
Ocean Park Hong Kong will also offer special deals for overseas panda fans, including its first-ever “Twin Park Package Ticket”, granting access to both parks. Guests can also receive an exclusive summer goodie bag filled with a panda luggage tag and park vouchers, available on a first-come, first-served basis.
Football fever takes over Hong Kong
Kicking off at the end of July, Hong Kong Football Festival 2025 will bring together four of the world’s top clubs – Liverpool FC, AC Milan, Arsenal, and Tottenham Hotspur – to face off at the new Kai Tak Stadium. Fans can catch two blockbuster matches on separate days: Liverpool FC vs. AC Milan on 26 July, and Arsenal vs. Tottenham Hotspur on 31 July, marking the first North London Derby played outside the UK.
Soccer fans head for CR7 Life Museum
For Cristiano Ronaldo fans, the CR7® LIFE Museum Hong Kong will be on display for the first time in Asia, starting 7 July at K11 MUSEA. The first signature museum of the football GOAT in Asia offers a captivating journey through the life and career of football’s greatest icon, Cristiano Ronaldo. This unique exhibition offers fans an unprecedented glimpse into the world of football through the eyes of one of the sport’s most celebrated players.
More Hong Kong summer events and offers
Besides attractions, hotels and Quality Tourism Services (QTS) Scheme-certified merchants are supporting HKTB’s “Hong Kong Summer Viva” thematic promotion. Starting on 23 June, locals and visitors can enjoy more than 100 summer dining and spending offers, including over 20 buy-one-get-one-free deals, covering merchandise and tourism products such as sweet soup drinks, beverages, hotel afternoon tea sets, hotel buffet deals, and many more. Various attractions and transport operators will also offer discounts and hospitality treats, including free round-trip peak tram rides, Sky Terrace 428 admission tickets, and a water taxi tour around Victoria Harbour for HKD100.
GURUGRAM, 9 June 2025: Air India has added more flights to Bangkok, Colombo, and Kathmandu, effective 7 June, to meet growing passenger demand.
A sixth daily flight between Delhi and Kathmandu increases the number of flights from 35 to 42 weekly.
A second daily flight between Delhi and Colombo doubles the number of flights on the route from seven to 14 weekly.
A third daily flight between Mumbai and Bangkok, increasing frequency from 13 to 18 weekly.
The expansion adds over 7,000 seats to and from Bangkok, Colombo, and Kathmandu.
The additional flights to Kathmandu and Bangkok will be operated by Air India’s narrowbody aircraft in a three-class cabin configuration, including premium economy class, offering a premium full-service flying experience to travellers on the routes.
Air India’s flights to Colombo, Kathmandu, and Bangkok offer seamless one-stop connectivity to and from destinations in North America and Europe via its hubs in Mumbai and Delhi.
All times are indicated in local time zones. * Flight starting 08 July 2025.
With the increased frequency, Air India will operate 42 weekly flights to Kathmandu, 28 weekly flights to Colombo, and 46 weekly flights to Bangkok.
Bookings for the additional flights are now open on all channels, including Air India’s website, mobile app, airport ticketing offices, contact centres, and through all travel agents.
BANGKOK, 9 June 2025: Safety concerns have dominated headlines about the decline in Chinese tourists to Thailand, but a senior executive from Fliggy, Alibaba Group’s travel platform, says that rising travel costs are also contributing to the weakening demand. (This report has been updated on 12 June 2025 with a background clarification from Fliggy.)
Fliggy Area General Manager – Southeast Asia, Jason Lu, made the observations to TTRW on current booking trends on the sidelines of the Thailand Travel Mart+ (TTM+) 2025, held in Chiang Mai from 4 to 6 June 2025.
He noted that while destinations such as Japan, Malaysia, Vietnam, Singapore, and South Korea are showing strong growth in the region, at 30 to 40% year-on-year, Thailand has experienced a noticeable decline in demand over the same period.
“IP views, which indicate travel interest, have dropped for Thailand by about 2.6%. In contrast, Japan tripled its numbers in the same period,” the executive explained. “Fewer people are searching, and that translates into fewer bookings.”
Rising hotel costs have played a significant role. Compared to 2019, hotel prices in Thailand have increased by at least 30%. Lu cited his company’s corporate outings as an example, noting that some four-star resorts in Phuket were quoting net prices of THB6,500 to THB7,000. This level becomes difficult to justify for group travel.
He noted that the company employs around 240,000 staff, and Thailand had long been a popular choice for team-building trips.
By contrast, similar destinations such as Danang in Vietnam and Kota Kinabalu in Malaysia were offering nearly 60% lower rates for comparable experiences, making them increasingly attractive for corporate travel and drawing attention and budgets away from the Kingdom.
However, the outlook isn’t all bleak. Lu believes the market will self-correct, with hotel prices likely to decrease later this year — especially if July and August, typically the high season months, remain soft.
“Travel isn’t a once-in-a-lifetime thing — it happens every year,” he noted.
Despite the downturn, Fliggy continues to promote Thailand as part of its broader 618 mid-year campaign.
“Last year, during this period, we focused solely on promoting Thailand because demand was strong. However, this year, we need to diversify by including other destinations like Malaysia and Singapore to maintain traffic and engagement.” the executive said.
Fliggy, unlike traditional online travel agencies (OTAs), benefits from Alibaba’s integrated ecosystem, which is fundamentally a shopping platform that is demand-driven by price-conscious consumer habits shaped by years of online shopping behaviour.
“In the end, our users want value for money. And when the price is right, they’ll come back,” the Figgy executive concluded.
Fliggy feedback
Thursday, 12 June 2025: Fliggy responded with additional clarification post-TTM
“Fliggy’s data shows that Thailand has consistently been ranked among the most popular outbound destinations for Chinese tourists. “During the recent Dragon Boat Festival holiday (31 May to 2 June 2025), Thailand was one of the top five most sought-after international travel destinations. “Over the past week, Thailand hotel bookings have achieved double-digit year-on-year growth, building on last year’s strong performance. Signature Thai experiences like snorkelling, surfing, bamboo rafting, and jungle trekking remain particularly popular with Chinese travellers. “In November 2023, Fliggy deepened its partnership with the Tourism Authority of Thailand (TAT) to expand joint efforts across multiple areas, including innovative marketing, the development of emerging Thai destinations, the creation of an online service hub for Chinese tourists, and professional talent development. “The decline in demand and interest, as reflected in IP views, was subject to a number of parameters and should not considered a reliable indicator of travel demand. “Fliggy does not publicly disclose specific data on demand trends or IP viewership in Asian markets.”
BANGKOK, 9 June 2025: The Tourism Authority of Thailand (TAT) reaffirms its collaborative efforts with the public and private sectors to rebuild trust among Chinese tourists following a reported 32% drop in arrivals.
The decline has been attributed to safety concerns related to call centre scams amid increasing competition from other destinations.
According to TAT, despite the decrease, China remains Thailand’s top source market, with 1.95 million arrivals recorded from 1 January to 31 May 2025 — a 32.71% drop compared to the same period last year.
Speaking to international media, including those from China, during the Thailand Travel Mart Plus (TTM+) held in Chiang Mai from 4 to 6 June, TAT highlighted the strong presence of international buyers from China.
Of the 406 international buyers from 53 countries, 33.25% represented the East Asia market, with China topping the list with 97 buyers from both primary and secondary cities — demonstrating a strong commitment to promoting Thailand to the Chinese outbound travel market.
TAT Governor Thapanee Kiatphaibool emphasised that the Thai government prioritises safety and security, working closely with the Tourist Police and tourism stakeholders to restore confidence among Chinese travellers.
“It is essential to cultivate a renewed perception grounded in experiences that are tangible and meaningful to tourists. Among efforts to enhance travellers’ confidence, we are working with the Thai Hotels Association to address four key priorities to enhance safety for tourists: CCTV coverage for improved security, communication in Chinese and English, transportation infrastructure to ensure access via public transport and taxis, and an efficient payment system to accommodate the cashless preferences of Chinese travellers. These priorities mustn’t be just promises, but they must be seen and felt by travellers.”
According to the TAT governor, in addition to the existing Amazing Thailand Safety and Health Administration (SHA) certification — which assures hygiene and sanitation standards in line with COVID-19 protocols — TAT and the Thai Hotels Association are considering incorporating these safety enhancements into the existing SHA and Trusted qualification framework, offering hotels a stronger platform to market themselves as safe and reliable to travellers.
Earlier in May, TAT launched “Sawasdee Nihao,” a series of events commemorating 50 years of Thai–Chinese diplomatic relations. The initiative serves as a strategic platform to reposition Thailand’s image in the Chinese market through a push-pull strategy, combining business matching, policy forums, and media engagement. Key activities include a mega FAM trip, celebrity marketing, and safety tools such as the “Nihao Alert” app. Continuing these efforts through TTM+, TAT has maintained its target of welcoming 6.9 million Chinese tourists by the end of 2025.
This year, TAT is using TTM+ as a platform to present Chiang Mai from a fresh perspective, promoting lesser-known experiences. Highlights include the “Wisdom and Wellness Experience” showcase, which celebrates Lanna heritage through award-winning spa therapies, herbal treatments, wellness cuisine, and hands-on workshops. Activities such as Thai scent-making, mindful crafts, and traditional music therapy reflect the essence of Thai soft power.
Nine pre-tour routes were curated to showcase Chiang Mai through activities such as community-based tourism, gastronomy, spa and wellness, and golf.
Additionally, six post-tour routes offer travel options to destinations in Lampang, Phrae, and Nan provinces, as well as destinations around the country, including Khon Kaen, Rayong, Chantaburi, Prachuap Khiri Khan and Phetchaburi, and Surat Thani. Each route highlights Thailand’s local identity and soft power while integrating sustainable tourism practices. The carbon footprint of each itinerary is being calculated to support environmentally responsible travel.
LANGKAWI, 6 JUNE 2025: Mention Africa’s Big Five and images of lions and elephants come to mind. But tucked away in Malaysia’s mystical Langkawi archipelago is another set of marvels — smaller, stranger, and just as captivating.
Welcome to the world of Langkawi’s Flying Five. Here, on this island where rainforest meets reef and ancient legends float on sea mist, nature has evolved to defy gravity. On islands like Langkawi, where resources are limited, and survival often means staying off the ground, many creatures have found astonishing ways to take to the air — or, at least, glide through it. The result? A cast of five airborne residents: the Flying Fox, the Colugo, the Flying Snake, the Flying Squirrel, and the Flying Lizard.
Of the five, only one truly flies: the Flying Fox, Langkawi’s majestic fruit bat and one of the largest bats in the world. With leathery wings stretching nearly a metre across, they take to the skies each dusk from Pulau Dangli, a small island near Teluk Yu. At twilight, hundreds rise like smoke into the orange sky, gliding in search of ripe island fruits. By dawn, they return to roost — silent, upside down, and otherworldly — in their coastal tree havens.
Then there’s the Colugo, an elusive nocturnal glider that looks like something between a lemur and a hang-glider. Often clinging to tree trunks in the island’s denser jungle interiors, this gentle herbivore stretches a web of skin called a patagium—the most expansive of any gliding mammal — to coast silently from branch to branch. Its closest relatives? Not rodents, but primates. Its movements are so smooth. You’ll likely never see it unless you know what you’re looking for — a shadow melting from bark, drifting on air.
Even stranger is the Flying Snake, part of the Chrysopelea family — the only snake on earth capable of gliding. Native to Southeast Asia’s tropical forests, Langkawi’s variety flattens its ribcage mid-leap, transforming its body into a serpentine wing. The result is a graceful undulation that lets it “swim” through the canopy. Despite its acrobatics, it’s harmless to humans — though perhaps not to the frogs and lizards it stalks in the trees.
If you find yourself hiking at twilight, you might glimpse a blur that seems to levitate between trees. These are Langkawi’s Flying Squirrels — including the striking Giant Red Flying Squirrel and the pale-bellied Red-cheeked Flying Squirrel. Silent, crepuscular, and ghostly, they glide effortlessly through the dusk, often mistaken for jungle spirits. For generations, locals have whispered stories about these gliders — a blend of biology and folklore.
Finally, the smallest aerial wonder: the Flying Lizard, or Draco volans — also known as the Flying Dragon. These tiny reptiles deploy rib-extended wings, like miniature parachutes, allowing them to glide distances of up to 60 metres. Spotted most often clinging to tree trunks or zipping through gaps in the forest canopy, they descend to the ground only to lay eggs in shallow hollows, vanishing again into the treetops just as quickly.
Together, these five creatures aren’t just biological curiosities. They’re part of a living, breathing ecosystem — one that has adapted, survived, and soared, quite literally, in harmony with the island’s ancient rhythms.
Langkawi’s “Flying Five” might not roar or charge like their African counterparts. But in the stillness of its jungles and the quiet awe of those lucky enough to spot them, they offer something just as stirring: a glimpse into evolution’s most graceful answers to the challenge of survival.
MELAKA, MALAYSIA, 6 JUNE 2025: Dusit Princess Melaka, a property managed by Dusit International, celebrated its official grand opening on 29 May 2025 — signalling a vital milestone in Melaka’s evolving hospitality landscape and introducing a new standard of upscale Thai-inspired hospitality to the Malaysian state.
The hotel also unveiled one of the largest meeting and event spaces in Melaka, further enhancing the city’s appeal as a regional MICE destination.
The grand opening comes at a pivotal moment for Melaka, which continues to experience strong tourism growth. In 2024, the city welcomed over 15 million visitors — a 74% increase year-on-year — reinforcing its emergence as one of Southeast Asia’s most dynamic travel destinations. The Melaka State Government has extended its ‘Visit Melaka Year’ campaign through 2026, aligning with the national ‘Visit Malaysia 2026 ‘initiative, which aims to attract 35.6 million tourist arrivals.
Strategically located in the heart of the UNESCO World Heritage City, the 296-room upscale Dusit Princess Melaka blends modern elegance with rich local heritage, offering guests unobstructed views of the city and the Straits of Melaka. With five-star facilities, contemporary comforts, and Dusit’s signature brand of Thai-inspired gracious hospitality, the property brings a fresh and distinctive offering to the local hotel landscape — catering to the needs of today’s business and leisure travellers while celebrating the cultural soul of Melaka.
Among its lifestyle facilities are the state’s deepest swimming pool, a fully equipped 24-hour gym, and distinctive dining venues, including Zest Restaurant, Long Feng Chinese Restaurant, and the vibrant Famosa Lounge.
Spanning 774 sqm and featuring full LED screen capabilities and versatile room configurations, the hotel’s meeting and event space is tailored to meet the demands of high-profile conferences, weddings, and private events.
Guests also have access to a range of curated local experiences that offer an immersive journey through the city’s sights, flavours, and culture.
The hotel’s official grand opening ceremony was officiated by Tuan Yang Terutama Tun Seri Setia Dr Haji Mohd Ali Bin Mohd Rustam, Governor of Melaka, and attended by Mohamad Bukhari bin Che Man, Director of the Ministry of Tourism, Arts & Culture (MOTAC), State of Melaka.
“Dusit Princess Melaka opens at a crucial moment for the tourism sector,” said Mohamad Bukhari bin Che Man, Director of MOTAC, State of Melaka. “As we gear up to host global events such as UN Tourism 2025 and lead into Visit Malaysia 2026, the hotel represents a meaningful addition to Melaka’s expanding hospitality landscape and supports the state’s continued development as a modern global tourism hub. It also reflects the state’s growing appeal to international travellers and trusted global brands, aligning with our vision for responsible, inclusive, and high-value tourism growth. With its extensive lifestyle and business facilities and Thai-inspired gracious hospitality, the hotel is well positioned to enrich visitor experiences and support Melaka’s emergence as a regional leisure and MICE tourism centre.”
Dusit International Chief Operating Officer Gilles Cretallaz said: “This grand opening marks a significant milestone for Dusit as we officially introduce our distinctive Thai-inspired gracious hospitality to Malaysia. With its rich heritage, strategic location, and forward-looking development plans, Melaka provides the ideal setting for our debut in the country. Dusit Princess Melaka exemplifies our commitment to delivering warm, authentic, and meaningful experiences, and we are delighted to welcome guests from around the world, including delegates attending UN Tourism 2025, to experience the best of both Thai and Malaysian hospitality.”
In recognition of its commitment to excellence, Dusit Princess Melaka has already received two prestigious honours at the International Business Magazine Awards 2025: Best Hotel for Business Travellers – Malaysia and Excellence in Regional Hospitality — Malaysia. These accolades underscore the hotel’s strong appeal to business and leisure travellers and reflect its growing influence within Malaysia’s competitive hospitality landscape since its soft opening earlier this year.
To celebrate its grand opening, Dusit Princess Melaka has launched a limited-time offer –Melaka Retreat – inviting guests to enjoy daily breakfast at Zest, a MYR50 daily F&B credit redeemable at any of the hotel’s dining outlets, complimentary room upgrades (subject to availability), and an additional 15% discount for Dusit Gold members. The offer is available for booking until 4 January 2026, for stays from now through that date, exclusively at dusit.com/dusitprincess-melaka/specialoffers/
For more information and reservations, visit dusit.com/dusitprincess-melaka or follow the hotel on Facebook and Instagram: @dusitprincessmelaka.
SINGAPORE, 6 JUNE 2025: Air Astana launched a new flight on 31 May between Atyrau, in western Kazakhstan, and Baku, the capital of Azerbaijan.
Services operated by Airbus A320/A321 aircraft and scheduled three times a week on Mondays, Wednesdays, and Saturdays, with a flight time of approximately 90 minutes.
Photo credit: Air Astana.
Air Astana also commenced direct flights from Almaty to Frankfurt on 1 June 2025. Services operated by Airbus A321LR aircraft are scheduled on Tuesdays, Thursdays, and Sundays, with a flight time of eight hours and 25 minutes. The new Almaty to Frankfurt route operates in addition to the airline’s existing services from Astana and Uralsk to Frankfurt.
Air Astana has signed an updated codeshare agreement with Lufthansa to operate joint flights on the Almaty-Frankfurt route, which offers passengers enhanced connectivity through the combined networks of both airlines.
HUA HIN, 6 JUNE 2025: Tucked away on the Gulf of Thailand, just a few hours from Bangkok, Hua Hin remains one of the kingdom’s most alluring coastal towns — a sanctuary where timeless elegance meets serene simplicity.
My recent stay in Hua Hin, beginning in mid-May, reaffirmed the reasons I call this place my “happy place.”
The gentle lapping of waves, early morning walks along the shoreline, and the peaceful cadence of tropical life offered a stark contrast to the world’s current uncertainties. From my vantage point at the Hyatt—overlooking lush gardens, lotus ponds, and the saltwater scent of sea air— Hua Hin reminded me of Thailand at its best: graceful, welcoming, and quietly resilient.
A Season of Reflection
This visit came at a particularly poignant time for Thailand. In March, a powerful 7.7 magnitude earthquake in neighbouring Myanmar sent tremors through much of the region, shaking buildings in Bangkok and stirring unease across the kingdom. It was a stark reminder of how quickly the equilibrium of daily life can shift.
Photo: Hua Hin’s gentle pace.
Yet, as always, the Thai spirit endures. Communities rallied. The government acted swiftly. And across the tourism sector, new safety protocols and messages of reassurance were implemented. Hua Hin, with its royal legacy and gentle pace, felt like a fitting place to pause, reflect, and consider not only what’s been lost — but what may yet be regained.
The Economic Engine at Risk
Tourism has long been one of Thailand’s most significant economic drivers, contributing nearly 20% of the country’s GDP and employing millions across both urban centres and rural provinces. Before the pandemic, the sector generated over 3 trillion baht annually in direct and indirect revenue. With foreign arrivals dipping 1.75% year-on-year as of mid-May, and some analysts suggesting that annual tourism arrivals might only match last year’s figure—the immediate economic loss, against its planned revenue, is therefore staggering.
In 2024, Thailand experienced a robust resurgence in its tourism sector, welcoming approximately 35.54 million international visitors — a 26.3% increase compared to 2023. This influx generated over THB1.7 trillion (approximately USD51.81 billion) in revenue, underscoring the sector’s pivotal role in the nation’s economic recovery.
The top source countries contributing to this growth were China (6.7 million visitors), Malaysia (4.93 million), and India (2.12 million). Strategic government initiatives, such as visa exemptions for citizens of 93 countries, significantly enhanced travel convenience and encouraged more visitors to choose Thailand.
Domestically, Thai residents made approximately 198.69 million trips, contributing an additional 952.77 billion baht to the economy. Collectively, both international and domestic tourism activities in 2024 generated a total revenue exceeding 2.75 trillion baht, highlighting the sector’s substantial contribution to Thailand’s economic landscape.
Looking ahead, the Tourism Authority of Thailand (TAT) has set ambitious targets for 2025, aiming to attract between 36 and 39 million international visitors and generate up to 2.23 trillion baht in tourism revenue.
But the real danger lies in long-term erosion: not just of revenue, but of global competitiveness, investor confidence, and industry morale.
Here’s the paradox: while the losses amount to trillions, the required investment to pivot and rejuvenate the sector could be relatively modest in comparison. A government or private sector infusion of just 100–200 billion baht—a fraction of annual tourism revenues — could fund sweeping changes, from digitisation and marketing to upskilling labour and creating crisis-resilient infrastructure.
This is not just about plugging gaps but about leveraging a slowdown to reimagine the future of Thai tourism. Here are five possible directions for the development of Thai tourism.
Diversify Source Markets Beyond China and Russia
Over-reliance on a few key markets makes the sector vulnerable to geopolitical and economic swings. Greater focus on India, the Middle East, Eastern Europe, and high-spending travellers from the EU and North America can spread risk and increase average per-trip expenditure.
Develop year-round domestic tourism incentives
Supporting Thai travellers with seasonal incentives and domestic tourism campaigns can stabilise occupancy during shoulder and low seasons. Creating loyalty programmes or tax rebates for local travellers could go a long way.
Upgrade infrastructure and digitisation
Seamless travel experiences — from e-visas to smart airports and real-time transport integration — are essential. Investing in AI-powered visitor services, multilingual content, and efficient public transportation in tourist areas could significantly elevate Thailand’s competitiveness overnight.
Photo: Develop year-round domestic tourism.
Promote sustainable & community-based tourism
Eco-conscious travellers are looking for meaning, not just luxury. Hua Hin and similar towns can promote authentic, low-impact experiences—such as homestays, local crafts, and conservation tourism—while supporting rural economies and mitigating overcrowding in popular destinations.
Establish a national tourism innovation fund
A public-private investment vehicle could support small and medium-sized enterprises (SMEs) in the hospitality and travel sectors with grants, training, and innovation hubs. Focus areas could include green tech, accessibility for seniors and people with disabilities, and wellness-oriented travel.
Why Hua Hin still matters
In an uncertain global landscape, Hua Hin continues to offer rare clarity, calm without sterility, and tradition without the trappings of cliché. In Hua Hin, I enjoyed peaceful afternoons by the lagoon pool and evenings filled with jazz and sea breezes; I rediscovered not only a destination — but direction.
The Thai tourism industry has been knocked off balance, yes — but it is not broken. With strategic thinking and modest but meaningful investment, it can rise stronger, smarter, and more inclusive than before. And towns like Hua Hin, quiet stars in the national constellation, will be vital in guiding that journey forward.
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.
BANGKOK, 6 JUNE 2025: Thai Airways International (THAI) and Turkish Airlines signed a Joint Business Agreement in Delhi at IATA Annual General Meeting on 1 June 2025, an important step towards enhancing cooperation between the flag carriers of Thailand and Türkiye.
This collaboration builds on the successful launch of THAI’s daily flights from Bangkok to Istanbul, introduced in December 2023, along with Turkish Airlines’ extensive flight network.
Turkish Airlines Chairman of the Board and Executive Committee Ahmet Bolat (left) and THAI CEO Chai Eamsiri (right).
With this JBA signed as the next phase of the collaboration between two Star Alliance member airlines, both carriers hope to unlock substantial passenger traffic potential between Türkiye and Thailand.
“The JBA between THAI and Turkish Airlines on operating codeshare flights on the Bangkok-Istanbul route is scheduled to be implemented in the winter 2025-2026 flight schedule, subject to the respective authorities’ approval,” said THAI CEO Chai Eamsiri. “This agreement enhances our route networks and will explore business opportunities in the future.”
On the agreement, Turkish Airlines Chairman of the Board and Executive Committee Ahmet Bolat added: “We are glad to enhance the existing cooperation between Turkish Airlines and THAI, as it marks a significant milestone to further develop the tourism potential between Türkiye and Thailand. This collaboration will provide seamless travel experiences, expand connectivity between the two regions and offer guests more options through both airline networks.”
Following the decision by the Turkish and Thai Civil Aviation Authorities to increase traffic rights, the two airlines can operate up to 42 frequencies under the Joint Business Agreement, which is expected to boost tourism arrivals and revenue for both countries.
