Thailand, Alipay+ launch AI-powered travel planning tools

June 18, 2026

The Tourism Authority of Thailand (TAT) and Alipay+ have unveiled a new campaign that uses AI-powered recommendations and travel planning tools to support visitors travelling to Thailand.

The initiative combines traveller behaviour data, AI-driven analytics and tourism information from TAT to generate recommendations across four categories: attractions, food, activities and accommodation. The campaign will initially target Chinese travellers through Alipay, an Alipay+ partner e-wallet.

The initiative uses AI-generated travel recommendations and personalised trip planning to help visitors explore Thailand

The recommendations are delivered through Alipay+ Voyager, an in-app AI travel assistant that provides personalised suggestions and travel information based on individual preferences.

According to the partners, the platform is designed to support travellers throughout the travel journey, from destination discovery and itinerary planning to bookings and payments.

Users can access information on attractions, transport, accommodation and local experiences, while also making bookings for flights, hotels, attractions and ride-hailing services within the app ecosystem.

The collaboration also incorporates travel safety information and emergency contact details, including access to Thailand Tourist Police services and other emergency assistance channels.

TAT and Alipay+ said the initiative forms part of broader efforts to integrate AI into tourism services and improve the visitor experience through personalised recommendations and digital tools.

Future plans include expanded use of the AI travel assistant, the introduction of a Thailand destination benefits card offering travel and retail discounts, and the development of additional destination content for Chinese travellers.

The campaign also highlights local attractions and experiences across Thailand, ranging from cultural sites and food experiences to lifestyle activities and lesser-known destinations.

Yolrawee Sittichai, director of the Tourism Authority of Thailand Beijing Office, said the partnership represents a significant step in using digital technology to support Thailand’s tourism development and strengthen digital tourism services for Chinese travellers.

Scarlett Xing, general manager of Alipay+ Travel Solutions at Ant International, described the collaboration as the next phase of the companies’ partnership, using AI-powered tools to support traveller discovery, enhance the visitor experience and create opportunities for tourism businesses and merchants in Thailand.

Soneva refines luxury positioning with Bare Luxury concept

By Anne Somanas

June 18, 2026

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Soneva is evolving its foundational philosophy from Barefoot Luxury to Bare Luxury, placing greater emphasis on discernment over excess.

Soneva Fushi pioneered the barefoot concept in 1995 as a response to industry trends that equated excess with excellence. With sustainability now widely adopted across the hospitality sector, the brand sees a need to further refine its market positioning.

Soneva is repositioning its brand around the concept of Bare Luxury, focusing on personalised experiences and well-being; photo by Soneva

“Much of the industry has caught up over the last 30 years, and we wanted to ensure Soneva remains at the forefront of what the future of luxury should look like. Rather than adding more, the brand is removing everything that does not serve, revealing what we call ‘Just What Matters’,” said Rhea Saran, global director of communications at Soneva.

This repositioning is driving operational changes across the Maldives portfolio. Management is shifting away from rigid protocols to give staff greater flexibility in responding to guest needs.

“While things were perhaps prescriptive in the past and heavily dependent on standard operating procedures, we are now training for emotional intelligence to truly empower our people,” she said.

She added that standard operating procedures do not always allow staff to respond appropriately to individual guest needs, and that employees are being given greater flexibility to tailor experiences.

The philosophy is also shaping product development. In October, Soneva Jani will introduce 37 well-being suites within its overwater villas.

“That space in the villas used to be an office. We asked ourselves what matters to our guests: an office space or well-being? So, we converted them into well-being studios with direct equipment access,” Saran explained.

According to Saran, the changes reflect evolving guest preferences, including longer stays, multi-generational travel and growing interest in well-being.

These operational shifts align with changing ultra-high-net-worth traveller behaviours.

“We’ve seen a rise in longer stays, multi-generational stays and people really inquiring about things like well-being – which has given us a sense of what is really important to our guests,” she shared.

The concept is perhaps most visible at Soneva Secret, the group’s 13-villa property in a remote Maldivian atoll, where guest experiences are designed around individual preferences rather than fixed schedules.

“Bare luxury is not minimalism, nor is it not giving people a sense of choice. We are not putting the burden of creativity on our guests. This is where the editing comes in: what are we not presenting that allows you to focus on what matters,” Saran said.

Kai the Turtle joins family stays at Novotel Living Singapore Orchard

By TTG Asia

June 18, 2026

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Novotel Living Singapore Orchard has launched the Kai Family Package, an extended-stay offer that includes exclusive merchandise and welcome amenities for children.

Available for stays until December 31, 2026, the package is priced from S$208++ (US$162++) per night, based on a minimum six-night stay.

The Kai Family Package at Novotel Living Singapore Orchard includes a children’s welcome gift featuring the property’s new mascot, Kai the Turtle Explorer

Each child receives a welcome gift bag containing a Kai the Turtle Explorer plush toy and a travel activity book. Kai the Turtle Explorer is the property’s new children’s mascot, developed in partnership with Singapore-based children’s lifestyle brand TravelTod.

The package is available across the property’s 85 serviced apartments, which feature kitchenettes, washer-dryers, coffee machines and high-speed Wi-Fi, catering to families and long-stay guests.

Located near Orchard Road, the property also offers a clubhouse serving daily breakfast and all-day refreshments, alongside facilities designed for extended stays.

Novotel Living Singapore Orchard is Green Globe-certified and incorporates sustainability initiatives including in-room water filtration systems, refillable bathroom amenities, wooden key cards and energy-efficient systems.

Guests are also eligible to earn and redeem benefits through Accor’s ALL – Accor Live Limitless loyalty programme.

For more information, visit Novotel Living Singapore Orchard.

Udon Thani charter flights offer model for secondary tourism gateways

By Anne Somanas

June 17, 2026

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Direct charter flights linking the Chinese cities of Yiwu and Wuxi with Udon Thani have provided a blueprint for developing secondary tourism gateways in Thailand.

Launched under the government’s Thailand Summer Blast initiative, which supports charter flights from international markets, the route was used by the Tourism Authority of Thailand (TAT) to test a model for matching emerging provincial tourism products with overseas demand.

TAT outlined its strategy to strengthen Chinese visitor arrivals during a media briefing at TTM+ 2026 in Pattaya on June 12, 2026.; photo by Anne Somanas

“When we looked at the data for supply and demand, we found that in new destinations like the Red Lotus Sea in Udon Thani, the number one foreign tourist group is the Chinese, because they love the beauty of the Red Lotus Sea,” said Pattaraanong Na Chiang Mai, deputy governor for international marketing, Asia and South Pacific, at TAT.

To support the initiative, TAT worked with local tourism stakeholders to prepare the destination for international visitors.

“We tried having discussions. The TAT office in China brought three to four tour agents to the TAT Udon Thani office to meet and talk. This included inviting local business operators from Udon Thani to discuss the possibilities. We also took them to survey the hotels, to meet and discuss with local tour agents,” Pattaraanong said.

She added that discussions with Udon Thani International Airport were also an important part of the process.

“There have been efforts to do this since late last year. But because there were issues regarding the aircraft that would land – it had to be a specific size, and more details on the technical side – the collaboration didn’t actually materialise until Songkran of this year.”

To maximise the economic benefits of the service, TAT and local authorities worked with the Bank of Thailand and commercial financial institutions to improve payment infrastructure around the Red Lotus Sea. Merchants were encouraged to adopt digital payment systems compatible with Chinese platforms such as Alipay and UnionPay.

“There was also preparation on the private sector’s part on how to handle the influx. As a result, the launch of these flights created a new working model. We saw that we can open direct routes from a second-tier city in China to a second-tier city here,” Pattaraanong said.

While the route demonstrated strong initial demand, services were suspended on June 11, 2026, due to rising operating costs.

“The first flight had a pretty good load capacity, at almost 90 per cent. But after operating for a while, the impact of jet fuel costs, which actually doubled, made the operational costs quite high,” she said.

Despite the suspension, Pattaraanong said TAT considers the project a successful test case for future aviation partnerships: “The demand is definitely still there, so there will likely be discussions to consider operating these flights again.”

Singapore rises in global wellness economy rankings

By TTG Asia

June 17, 2026

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Singapore’s wellness economy reached US$23.2 billion in 2024, according to new research from the Global Wellness Institute (GWI), up from US$15 billion in 2021.

The findings, released as part of GWI’s Geography of Wellness platform, rank Singapore as the world’s 37th-largest wellness economy, an improvement from 42nd place in 2021. The report was produced through GWI’s partnership with the Singapore Tourism Board (STB).

Singapore’s wellness economy was valued at US$23.2 billion in 2024, driven by growth in wellness tourism, real estate and mental wellness

According to the report, Singapore’s wellness economy grew at an annual rate of 8.2 per cent between 2021 and 2024, slightly above the global average of 7.9 per cent. Wellness spending per capita reached US$3,845, more than eight times the Asian regional average.

The study found that inbound wellness tourism exceeded one million trips in 2024, with visitors spending an average of US$1,647 per trip.

Among the 11 wellness sectors tracked by GWI, wellness real estate recorded the strongest performance in Singapore. The sector grew at an annual rate of 28 per cent between 2019 and 2024, reaching a market value of US$3.84 billion and ranking 14th globally. Wellness tourism and mental wellness also recorded year-on-year growth of 27.7 per cent and 28.1 per cent respectively between 2023 and 2024.

The report highlighted Singapore’s integration of green spaces, active mobility infrastructure and preventive healthcare initiatives as key factors supporting its position as an urban wellness destination.

Recent developments include plans for a large-scale wellness attraction at Marina South Coast after STB awarded a development tender to Therme Group in 2025.

Susie Ellis, chair and CEO of GWI, said: “Singapore has become one of the world’s most compelling examples of how wellness can be woven into the fabric of urban life.”

Ashlynn Loo, director of land and concept development at STB, added: “GWI’s research and findings continue to demonstrate Singapore’s strengths as an urban wellness destination.”

The full report can be downloaded here.

Hilton bets on slower-paced travel trend in Asia-Pacific

By Stephanie Zheng

June 17, 2026

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Travellers across Asia-Pacific are increasingly opting for slower, more restorative holidays, according to Hilton’s 2026 Trends Report, which identifies a growing preference for what the hotel group calls “Hushpitality” – a preference for quieter, more intentional travel that prioritises stillness, wellness, and genuine downtime over sightseeing checklists.

Vincent Ong, vice president, full-service brands, Asia-Pacific, said the trend reflects a broader shift in traveller priorities.

Ong shared that travellers are focusing more on the quality of their travel experiences than the quantity

“We’re seeing a shift from travel as consumption to travel as emotional optimisation, where guests are increasingly focused on the quality of how a trip makes them feel, rather than the quantity of experiences they can fit in,” he said.

After years of highly scheduled travel, Ong said travellers are now seeking something more restorative.

“Guests are now seeking destinations that offer calm, privacy, wellness, and flexibility rather than overly packed itineraries,” he noted, adding that travellers are gravitating towards wellness rituals, nature walks, family activities and unstructured downtime.

Ong said resort expectations are evolving as travellers focus more on the overall experience and its impact on well-being.

“We’re seeing a shift from amenity-led hospitality to experience-led emotional outcomes, where guests are not just choosing facilities, but the feeling they want to return home with.”

In response, Hilton has expanded its Asia-Pacific resort portfolio with properties focused on nature, wellness and flexibility.

Recent additions include Hilton Burau Bay Langkawi Resort, which offers rainforest walks, eforea Spa and sustainability-focused activities; Hilton Shah Alam Glenmarie, with golf and recreational facilities; and Hilton Bangkok Suvarnabhumi Golf Resort & Spa.

In Vietnam, Hilton Quang Hanh Onsen Resort offers traditional onsen experiences based around the area’s natural hot mineral springs and mountain surroundings.

Hilton is also enhancing personalisation through its Hilton Honors app and the new Diamond Reserve tier, which offers benefits such as confirmable upgrades and guaranteed late checkout.

Looking ahead, Ong said restorative travel, wellness-led experiences and slower-paced resort stays are expected to continue gaining traction as they align with broader lifestyle shifts around mindfulness, balance and intentional living.

COMO targets Thai luxury travellers to support European growth

By Anne Somanas

June 17, 2026

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COMO Hotels and Resorts is stepping up efforts to attract Thailand’s luxury outbound travellers as it expands its presence in Europe.

The strategy coincides with the launch of two new properties in France: COMO Le Beauvallon on the French Riviera and COMO Cordeillan-Bages in Bordeaux.

COMO Hotels and Resorts has reopened COMO Le Beauvallon, a historic French Riviera property that was once a celebrated Belle Époque palace; photo by COMO Hotels and Resorts

“Thailand has long been one of Asia’s most sophisticated luxury travel markets, with travellers who are globally minded, culturally curious, and increasingly seeking meaningful, experience-led journeys rather than purely transactional luxury,” said Doris Goh, executive vice president, commercial, at COMO Hotels and Resorts.

Goh said France continues to hold strong appeal for affluent Thai travellers, making the new openings well positioned to capture demand for travel centred on gastronomy, wine and heritage.

Alongside the new French properties, COMO said established European hotels such as COMO Castello Del Nero in Tuscany, COMO Alpina Dolomites and London’s COMO The Halkin continue to attract Thai guests seeking longer stays and wellness-focused escapes.

To strengthen its position in the market, COMO is shifting from a destination-focused sales model to a customer-centric regional structure.

“The Thai luxury traveller remains highly relationship-driven, with trust, familiarity, and personalised engagement carrying far greater influence than traditional mass-market advertising. The strategic priority is therefore not volume distribution, but precision distribution, reaching the right affluent traveller through trusted luxury channels,” Goh explained.

This restructuring involves redirecting selective marketing investments toward affluent outbound segments. Central to this strategy is the appointment of Bangkok-based Jocelyn Whiteside as global director of sales for Thailand and Hong Kong to deepen ties with bespoke travel advisors, DMCs, invitation-only communities, and luxury consortiums.

COMO is also transforming how it collaborates with local intermediaries.
Goh explained: “We are increasing direct engagement with affluent Thai travellers through intimate client events, wellness talks, chef collaborations, destination showcases, and exclusive experiences that bring the COMO lifestyle to life.

“In parallel, COMO is exploring collaborations with carefully selected Thai KOLs, celebrities, and tastemakers to deepen brand affinity through authentic storytelling and immersive experiences.”

She also highlighted the importance of priority access for DMC clients, and tailored storytelling content for Thai audiences.

“Thai luxury DMCs remain a critical gateway to the high-net-worth travel segment, given their strong influence over the end-to-end guest journey. As such, partnerships (with Thai luxury DMCs) should evolve beyond transactional contracting toward strategic collaboration,” added Goh, emphasising joint client events, familiarisation trips and co-created culinary or wellness itineraries.

Awaji Island welcomes farmstay villa concept

By Kathryn Wortley

June 17, 2026

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A new accommodation concept combining farm experiences with farm-to-table dining has opened on Awaji, the largest island in Japan’s Seto Inland Sea.

Farming Resort San San Villa comprises 11 villas, each with a different design and surrounded by small agricultural plots. The property sits next to Farmhouse Restaurant Haru San San, which serves breakfast and dinner using produce grown on its farm.

Farming Resort San San Villa combines accommodation, seasonal farming experiences and farm-to-table dining on Awaji Island; photo by Pasona Group

Both projects were developed by Pasona Group, which has been investing in regional revitalisation initiatives on Awaji Island since 2008.

Designed by architects from Japan and overseas, the villas are constructed using natural materials including wood, earth and straw. Guests can participate in seasonal farming activities ranging from sowing and cultivation to harvesting, with guidance from staff. Harvested produce can also be used to prepare items such as salads and herbal teas.

According to Pasona, the resort combines accommodation with hands-on agricultural experiences and opportunities to learn about sustainable food production.

The company expects the property to attract 15,000 visitors by the end of fiscal 2028.

Rates start from 44,770 yen (US$279) per person for a one-night stay that includes breakfast and a farming experience. Additional activities include dinner packages and horse-riding tours.

The villas accommodate between three and five guests, while the entire property is available for private buyouts.

The opening follows other recent investments by Pasona on Awaji Island, including the launch of Natural Circulation Winery in spring 2025. The winery offers tours and tastings featuring wines produced using organic farming methods.

Song Saa Private Island curates summer experiences for families

By TTG Asia

June 17, 2026

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Song Saa Private Island is promoting a range of family-focused experiences this summer, combining outdoor activities, wellness programmes and nature-based learning in Cambodia’s Koh Rong Archipelago.

Located within a protected marine reserve, the resort offers activities for younger guests including treasure hunts, scavenger hunts and nature-themed discovery programmes. Families can also take part in children’s yoga sessions, mini pizza-making classes, board games and private in-villa movie nights.

Song Saa Private Island offers families a range of experiences this summer, such as snorkelling within the marine reserve

Guests seeking a deeper connection with the local environment can join guided nature walks, community visits organised through the Song Saa Foundation, and traditional monk blessing experiences.

The resort is also highlighting its botanical and wellness activities, including guided walks with the resident botanist, botanical afternoon teas, art workshops and herbarium experiences focused on native plants and traditional wellness practices.

Additional experiences include forest foraging excursions and bioluminescence trips, where guests can observe glowing plankton in the waters surrounding the island.

Set in the Koh Rong Archipelago, Song Saa Private Island is positioning the programme as a summer escape for multi-generational travellers seeking a mix of relaxation, nature and shared experiences.

For more information, visit Song Saa Private Island.

Tourism’s role beyond politics

By Marissa Carruthers

June 16, 2026

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What are the core themes of MTF 2026 and how were they identified in response to current regional tourism trends?
The theme of MTF 2026 is Tourism for People, Travel with Purpose. It reflects a growing shift in tourism towards more meaningful, responsible and experience-driven travel. Beyond visitor numbers, we want to focus on how tourism can support local livelihoods, preserve living culture, create opportunities for communities, and strengthen connections between people and places.

The programme was designed around these priorities, while also addressing current industry topics, such as inclusion, community-based tourism, connectivity, workforce development and destination marketing.

What is the positive impact of hosting MTF in Myanmar for the local tourism sector and for broader regional cooperation within the Greater Mekong Subregion (GMS)?
For Myanmar, we hope MTF can shine a spotlight on the people behind tourism – communities, guides, artisans, small businesses and hospitality workers whose livelihoods depend on the sector.

For GMS, hosting MTF in Yangon helps keep regional dialogue, professional exchange and cooperation moving forward. Tourism has always been built on people-to-people connections, and we believe destinations facing challenges should remain part of the regional conversation rather than be left behind.

How are you addressing concerns from industry stakeholders who may be hesitant or considering boycotting the event due to Myanmar’s political situation?
We understand these concerns and respect that different organisations may make different decisions. From MTCO’s perspective, MTF is a tourism cooperation platform, not a political one. Our focus is on dialogue, professional exchange and the people whose livelihoods depend on tourism.

We believe it’s possible to acknowledge the challenges while still supporting responsible engagement that benefits local communities, small businesses, workers and cultural practitioners. Ultimately, our focus is on people, livelihoods, culture and meaningful exchange.

How can tourism platforms like MTF serve as a bridge for dialogue, livelihoods and people-to-people connection in times of political tension?
Tourism cannot solve political challenges, but it can help maintain dialogue and connections between people. One of the strengths of platforms like MTF is that they bring together tourism stakeholders from different countries, sectors and backgrounds to exchange ideas, share experiences, and learn from one another.

In times of uncertainty, these professional and personal connections become even more important. They help build trust, encourage understanding and keep channels of cooperation open. In that sense, tourism can continue to play a valuable bridging role, even when broader circumstances are challenging.

How important is it for the regional tourism industry to maintain engagement with destinations facing challenges?
Regional tourism cooperation is important in normal times, but it becomes even more important when some destinations are facing challenges. Through regional platforms and joint initiatives, member countries can continue to benefit from knowledge sharing, capacity building, destination marketing and professional exchange.

Maintaining engagement doesn’t mean ignoring challenges. It means staying connected, supporting one another and finding practical ways to strengthen tourism resilience. In the Mekong region, our countries are closely linked, and cooperation helps ensure that no destination faces challenges entirely on its own.

How would you define success at this year’s MTF?
Delegates leaving Yangon with new ideas, stronger professional connections and a deeper understanding of how tourism can create a positive impact for local people. I also hope participants will be inspired by the diversity of voices featured at MTF, from community tourism practitioners and social entrepreneurs to youth representatives, disability inclusion advocates, women leaders and experts from across the Mekong region.

If delegates leave with a greater appreciation of the people, cultures and tourism realities of Myanmar and the wider Mekong region, I would consider that a meaningful success.

What key outcomes or commitments are you hoping attendees will take away?
I hope delegates leave with practical ideas they can apply in their own destinations. This could be a new approach to destination marketing, a stronger understanding of changing traveller behaviour, a fresh perspective on community-based tourism, or new ways to support inclusion and living culture through tourism.

I also hope the forum encourages more collaboration across sectors and borders. Ultimately, success would be if participants leave not only inspired, but with concrete ideas, partnerships or actions they can take forward after returning home.

Thailand, Alipay+ launch AI-powered travel planning tools

Soneva refines luxury positioning with Bare Luxury concept

Kai the Turtle joins family stays at Novotel Living Singapore Orchard

Udon Thani charter flights offer model for secondary tourism gateways

Singapore rises in global wellness economy rankings

Hilton bets on slower-paced travel trend in Asia-Pacific

COMO targets Thai luxury travellers to support European growth

Awaji Island welcomes farmstay villa concept

Song Saa Private Island curates summer experiences for families

Tourism’s role beyond politics

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