TTG Asia
Asia/Singapore Tuesday, 24th March 2026
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Page 8

Thailand shows off Muay Thai tourism at ITB Berlin

By Karen Yue
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The sounds of strong kicks and jabs reverberate through the busy Asia hall, and it is easy to spot the source: four Muay Thai boxers at the Sports Authority of Thailand stand.

Thailand has brought Muay Thai as a tourism magnet to its participation at ITB Berlin 2026. At the stand are four Muay Thai gyms that specialise in introducing the sport to travellers through stay-and-learn packages.

Muay Thai demonstrations draw crowds at the Thailand stand at ITB Berlin 2026, where the sport is promoted through stay-and-learn tourism programmes

Proadpran Samarnmit, deputy governor for professional sports and boxing with the Sports Authority of Thailand, told TTG Asia that the national sport of Thailand has the potential to drive greater tourism spend.

“When a boxing fan travels to Thailand to learn the martial art, he or she does not just stay for a few days. Learning the sport properly to earn a certificate requires at least 21 days of commitment. During this period, the sports tourist spends on various things in Thailand, which benefits the local companies,” said Proadpran.

It is also common for Muay Thai fans to visit Thailand with family and friends who would “go around to play and spend” while the former focused on training.

Thailand launched the 90-day Muay Thai Visa three years ago, and has seen strong interest from Australia, France and Singapore. The initiative is backed by the NowMuayThai website, which provides details on the sports visa as well as a comprehensive listing of certified camps and training gym packages.

Egypt sees strong Asia-Pacific group arrivals and interest

By Rachel AJ Lee
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Egypt is experiencing a steady increase in tourism interest from Asia-Pacific as travellers lean more into cultural destinations.

Alaa Tolba, co-founder of Album Travel, said more than 70 per cent of his groups hail from Asia-Pacific, where markets such as Singapore, Thailand, Indonesia, and Malaysia have shown consistent growth.

Asia-Pacific travellers are driving rising demand for Egypt, with many first-time visitors choosing classic itineraries centred on Cairo, the Pyramids and Nile cruises; photo by Rachel AJ Lee

“The frequency of tour groups from Asia-Pacific has grown from five per month a few years ago to nearly 30 a month today, where these travellers are seeking exotic and history-rich destinations,” he said.

While demand is high, access has become complex due to geopolitical factors. For much of South-east Asia, travel to Cairo is heavily reliant on Middle Eastern carriers.

“While Egypt is far away from these conflicts and remains very safe for visitors, regional flight suspensions and cancellations have resulted in postponement,” Tolba shared.

In contrast, North Asian markets – in particular China and Taiwan – have been less affected. Direct flights between China and Cairo via carriers like EgyptAir, Sichuan Airlines, and Hainan Airlines have provided a stable alternative, said Ashraf Elewa, CEO, Interpoint Tours Travel.

He pointed out that some of his Indonesian and Malaysian groups are opting to use Chinese cities like Shenzhen or Shanghai as transit points to bypass Middle Eastern airspace, occasionally even finding more competitive pricing in the process.

With Asia-Pacific travellers generally being first-time visitors, most opt for the classic Egyptian itinerary that spans seven to 10 days and includes the Pyramids and Grand Egyptian Museum in Cairo, followed by a domestic flight or sleeper train to Aswan for a Nile cruise to Luxor.

Despite current hurdles, both agents remain optimistic, and as long as direct flight options continue to increase, Asia-Pacific arrivals will remain a cornerstone of Egypt’s tourism growth.

“We continue to receive booking requests for the winter season from October 2026 to March 2027; this is typically our high season,” said Tolba.

Elewa said: “The government continues to improve tourism infrastructure, and we now have major new attractions such as the Grand Egyptian Museum in Giza.”

Egypt is also modernising its entry protocols to achieve 30 million annual visitors by 2028 – by introducing an emergency electronic visa system and an upgraded e-Visa platform to simplify airport procedures.

In 2025, the total number of visitors to Egypt hit 19 million, marking a 21 per cent increase compared to 2024, according to the Ministry of Tourism and Antiquities.

Reflecting this momentum, the Egyptian pavilion at ITB Berlin 2026 also grew significantly, from 80 exhibitors last year to over 120 this year.

The Standard highlights playful wellness at its Thai properties

By Karen Yue
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The Standard, Hua Hin and The Standard, Pattaya Na Jomtien are positioning themselves as playful wellness hotels to attract a growing community of health-conscious travellers who blend fitness and exploration in their travel itinerary.

Napawan Sangtongchay, director of sales at The Standard, Pattaya Na Jomtien, said the heightened focus on playful wellness complements The Standard brand’s well-known party central reputation, yet allows the two Thai properties to reach a segment of travellers who enjoy both entertainment and healthy pursuits.

The Standard’s Hua Hin and Pattaya Na Jomtien properties combine fitness, relaxation and family activities as part of a playful wellness concept aimed at health-conscious travellers

Sukanya Viriyathanaporn, commercial director at The Standard, Hua Hin, said wellness programmes at both properties are designed to offer an element of fun, such as family yoga, sunrise/sunset runs with pets, sound healing on the pool, and DIY mud spa where guests could choose different essential oil-infused mud that best reflected their mood of the day.

Besides the playful wellness positioning, both Napawan and Sukanya noted that their hotels are family-friendly.

The Standard, Pattaya Na Jomtien’s location in a quieter section of Pattaya’s Jomtien beach endears it to families seeking peaceful retreats lasting two weeks or a month.

Meanwhile, The Standard, Hua Hin rides on the destination’s positive reputation as the favoured family retreat for members of the Thai royal family. At the hotel, families can opt for a VIP Kids arrival experience that includes complimentary welcome cookies, welcome amenity, My Big Beach Holiday activity book, and playtime at The Play Roof. Children under six can also dine for free on selections from the kid’s menu.

Pan Pacific gears up for growth with new leadership team

By TTG Asia
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PPHG's new leadership team. From left: Wee Wei Ling, Craig Bond, Kate Loh, Choe Peng Sum, Celine Du, Valerie Foo, and Andreas Sungaimin

Pan Pacific Hotels Group (PPHG) has unveiled its new executive leadership team as it positions the organisation for its next phase of growth.

New appointments include Craig Bond as chief operating officer, Celine Du as chief commercial and marketing officer, and Kate Loh as head of Development.

They join the senior management team which comprise Andreas Sungaimin, senior vice president of people and culture, Valerie Foo, senior vice president of finance, and Wee Wei Ling, executive director of sustainability partnerships, lifestyle and asset.

The team, led by CEO Choe Peng Sum, was chosen for their complementary strengths across operations, commercial strategy, finance, development, brand-building and talent management to support the group as it expands its global footprint and evolving brand portfolio.

From left: Wee Wei Ling, Craig Bond, Kate Loh, Choe Peng Sum, Celine Du, Valerie Foo, and Andreas Sungaimin

In his new role, Bond oversees global operations across the group’s Pan Pacific, Parkroyal Collection and Parkroyal brands to ensure consistency in the delivery of high-quality guest experiences across markets.

Du, who brings three decades of experience working with luxury hotel brands, will oversee PPHG’s commercial strategy and performance across its portfolio. She will be responsible for driving revenue growth, strengthening brand equity, channel management, loyalty, and global partnerships.

As a former director of development until 2022, Loh is a familiar face with extensive experience across development planning, feasibility and project management.

Foo, who is part of the finance team, will be involved in the management of integrated global payment systems with a strong focus on cybersecurity and risk mitigation.

To support the group’s growth, Sungaimin as head of people and culture, will play a central role in shaping a high-performance, inclusive culture as the group attracts and integrates a new generation of hospitality talent.

He will focus on building a culture that resonates with the future workforce of millennial and Gen Z workers, focusing on purpose, well-being, career mobility and continuous learning.

Shaping the group’s sustainability and corporate social responsibility strategy is Wee, who will integrate social inclusion, environmental responsibility and cultural expression into the group’s operations.

This strengthened team will lead the group in its priority growth areas of luxury hospitality, serviced apartments and MICE, while it continues its global expansion.

Enjoy a rainforest adventure with Parkroyal on Beach Road’s family package

By TTG Asia
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Parkroyal on Beach Road has introduced a new family holiday option with its Rainforest Adventure Room Package. The offer combines themed accommodation, daily breakfast, and complimentary access to Rainforest Wild Asia, the newest attraction at Mandai Wildlife Reserve.

Located 20 minutes from Changi Airport and close to major attractions, the hotel provides families with convenience and access to Kampong Gelam, Marina Bay Sands, Gardens by the Bay, and Sentosa. The package features Wildlife‑Themed Family Rooms with rainforest décor, one king bed and one single bed. Guests receive complimentary entry to Rainforest Wild Asia, where they can explore canopy bridges, underground habitats, and immersive landscapes showcasing regional wildlife.

Parkroyal on Beach Road’s Rainforest Adventure Room Package includes themed family rooms and tickets to Rainforest Wild Asia

Additional inclusions are daily breakfast at Ginger, the hotel’s halal restaurant, a welcome mocktail, in‑room amenity, children’s colouring activity, and a Mandai plush toy (subject to availability). Families can also use the Wellness Floor with a dedicated children’s pool.

The Rainforest Adventure Room Package starts from S$350 (US$260) per night and is available for bookings and stays until December 30, 2026.

Pan Pacific Discovery members enjoy added privileges.

For more information, visit Parkroyal on Beach Road.

Langkawi dishes up natural charms for the European market

By Karen Yue
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Langkawi Development Authority (LADA) has unveiled a new chapter for its Naturally Langkawi destination branding campaign at ITB Berlin 2026, showing off new visuals that highlight the Malaysian island’s nature appeal.

The ceremony on March 4 was led by Mohd Amirul Rizal Abdul Rahim, director general of Tourism Malaysia and Azmil Munif Mohd Bukhari, tourism manager of LADA.

From left: Tourism Malaysia’s Mohd Amirul Rizal Abdul Rahim and Langkawi Development Authority’s Azmil Munif Mohd Bukhari unveil new visuals for the Naturally Langkawi destination branding campaign at ITB Berlin on March 4

Speaking to TTG Asia, Azmil said the destination branding is aligned with European travellers’ interests.

“Langkawi is all natural, and certified by UNESCO as a world-standard Global Geopark. Langkawi boasts a preserved primary rainforest and the oldest rocks in South-east Asia (the Machinchang Formation is dated back to the Cambrian Period, approximately 550 million years ago), which can be enjoyed in style, via the Langkawi SkyCab cable car. Visitors can enjoy a range of nature- and culture-based activities, from exploring waterfalls to spotting native birds such as the white-bellied sea eagle, with many experiences easily accessible within a day.

“What we have is a natural counterpoint to city life. Our adventure is mild, which allows visitors to take it slow and provides activities for everyone in the family. European travellers appreciate this when they plan for trips in summer and winter to escape the city,” he detailed.

The European market is Langkawi’s “traditional market”, which has grown along with the island’s tourism beginnings in the 80s.

“Europe is a strategically important longhaul source market for us, contributing both volume and value. In 2025, Langkawi recorded 3.2 million visitor arrivals, with approximately 370,000 visitors from the UK and Europe, representing about 12 per cent of total arrivals,” he said, adding that French arrivals are also growing on the back of new direct flights to Malaysia.

“Beyond numbers, Europe is crucial because European travellers typically stay longer, travel beyond peak periods and spend more per trip. Longhaul markets like Europe help balance seasonality and support sustainable tourism growth rather than short-term volume spikes. In short, Europe plays a key role in Langkawi’s shift toward higher-quality, longer-stay tourism that blends relaxation with active discovery.”

Langkawi complements the lure of nature with a collection of 11 five-star hotels and more than 70 attractions.

Azmil added that Langkawi will soon welcome another quality accommodation option when Hilton Burau Bay Langkawi Resort opens in June with 200 rooms and suites.

He also shared that LADA will continue to carefully curate nature-based attractions, particularly new trails that enable visitors to better acquaint themselves with the island’s flora and fauna. Such efforts involve private sector training so that an accurate and attractive storyline will accompany the experience.

Bangkok Airways deepens regional connectivity in new strategic direction

By Rachel AJ Lee
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Bangkok Airways is charting a new course for 2026, transitioning from its legacy boutique airline branding towards a future defined by environmental responsibility and strategic regional connectivity.

The airline’s president, Puttipong Prasarttong-osoth shared the carrier’s new guiding vision with TTG Asia: “Leading aviation with responsibility, delivering services with sustainability”.

Puttipong noted that many flights now arrive in Phuket from Europe and the Middle East, and adding new domestic routes could create a gateway

This shift marks a departure from traditional service-only metrics, placing environmental, social, and governance at the heart of the airline’s operations.

Bangkok Airways has already begun its journey toward decarbonisation. Since 2025, the airline has integrated a one per cent Sustainable Aviation Fuel (SAF) blend on its international routes.

“We are moving along with the IATA and ICAO plans,” Puttipong noted, indicating intention to increase SAF usage over time.

The airline is also doubling down on upcycling initiatives. This includes repurposing aircraft seatbelts and seat covers into fashion accessories, and collaborating with local communities to turn discarded oyster shells into creative products – think coasters and paving blocks – made from shell cement.

While Bangkok remains the primary gateway, the airline is planning to develop Phuket as its secondary international hub.

“So many flights are now coming through Phuket, either from Europe or the Middle East. If we can tap into those international arrivals and provide new domestic routes, (it will create a gateway),” he explained.

Historically, travellers who wished to explore more than Thailand following their arrival in Phuket would have to backtrack through Bangkok, adding hours to their journey. The new strategy involves launching direct, cross-country routes – such as Phuket to Trat – to provide a more efficient and seamless journey.

Bangkok Airways continues to eschew formal airline alliances in favour of a massive network of independent partnerships, currently maintaining 30 codeshare partners, such as Singapore Airlines and Emirates, as well as 70 interline partners.

“Our size allows us to be a network that supports anyone who flies to Thailand,” Puttipong explained. He noted that by remaining independent, the carrier can collaborate with all major alliances simultaneously.

5 Questions with Rohan Bhalla

By TTG
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Tomorrowland model to boost local Thai economy

By Anne Somanas
0

Organisers of Tomorrowland Thailand – the event’s exclusive Asia edition under a five-year commitment – have launched official ticket sales on February 28, 2026.

The event is projected to generate approximately 5.5 billion baht (US$176.9 million) in economic circulation during its inaugural year and 30 billion baht between 2026 and 2030.

Tomorrowland and Thai officials at the press briefing confirming the inaugural Tomorrowland Thailand; photo by Anne Somanas

Tourism Authority of Thailand (TAT) governor Thapanee Kiatphaibool said scheduling the festival from December 11 to 13 captures international travellers escaping winter, while host destination Pattaya, Chonburi offers the extensive hotel inventory required to support a mega-event of this scale.

“Just hosting Tomorrowland signals a certain level of destination readiness. We are seeing unprecedented volumes of interest from over 110 countries, including numerous emerging source markets. Our operational priority is delivering an impeccable first impression for the projected 50,000 daily attendees, 60 per cent of which are expected to be foreigners,” Thapanee said.

She highlighted the educational value and direct economic impact of the Tomorrowland model, which is expected to create 1,900 local jobs in the first year and facilitate knowledge transfer to Thai DJs and organisers through Tomorrowland’s DJ and Festival academies.

Thapanee added that strong ticket sales could lead to the addition of a second weekend, mirroring the two-week format typically staged in Belgium.

The commercial framework integrates travel packages with festival access to ensure the local hospitality supply chain captures inbound tourism revenue. Prices start at 20,000 baht, including three days and two nights’ accommodation and transportation, with luxury options also available.

Tomorrowland spokesperson Debbie Wilmsen said the approach mirrors the brand’s European blueprint for economic dispersal.

“We have the travel packages, because 15 years ago, we had lots of Australians coming to Belgium only for the festival. The fact that they were flying so far just for the festival inspired us to launch Discover Belgium packages and Discover Europe packages,” Wilmsen told TTG Asia.

Wilmsen added that current registration data indicates strong domestic demand alongside interest from shorthaul markets including Australia, Malaysia, Singapore, China and India.

“We are also capturing significant longhaul traction from Belgium, Germany, the US, Brazil, and the Middle East,” she added.

As at press time, all travel packages are sold out and only festival packages are available.

Aviation roundup: AirAsia X, Qantas and more

By TTG Asia
0
Air Asia X

AirAsia X adds Kuala Lumpur-Bahrain-London Gatwick service
AirAsia X will launch a new international connection linking Kuala Lumpur with Bahrain and London Gatwick from June 26, 2026. The Bahrain-London sector will operate as a fifth freedom service.

The Kuala Lumpur-Bahrain-London Gatwick routing marks the airline’s second fifth freedom operation and extends its network beyond Asia. Bahrain will serve as AirAsia X’s first hub outside its home market, supporting connections between South-east Asia, the Middle East and Europe.

The service will be operated using Airbus A330 aircraft and is expected to support transit traffic from markets including Australia, Indonesia and Vietnam through Kuala Lumpur and Bahrain.

AirAsia X currently connects Kuala Lumpur with 95 destinations across 23 countries in Asia, operating close to 2,000 weekly flights. The addition of the Bahrain and London sectors expands the carrier’s longhaul network and introduces a new link between South-east Asia and Europe via the Middle East.

Qantas

Qantas increases A380 operations on Singapore-Sydney route
Qantas will deploy Airbus A380 operations between Singapore and Sydney from December 7, 2026, expanding premium seat capacity on the route.

The airline will operate the A380 on 13 of its 14 weekly Singapore-Sydney services, with the remaining frequency continuing with an Airbus A330. The change increases the number of First, Business and Premium Economy seats available on the route.

The A380 is configured with 14 First Class suites, 70 Business seats and 60 Premium Economy seats. The adjustment forms part of Qantas’ capacity deployment on services between Australia and Asia.

Lufthansa

Lufthansa expands South-east Asia network with Kuala Lumpur link
Lufthansa will add a new non-stop connection between Kuala Lumpur and Frankfurt from October 25, 2026, strengthening its presence in South-east Asia.

The service will operate five times per week year round, with flights scheduled daily except Tuesdays and Thursdays. The route will be served by Boeing 787 aircraft configured with 287 seats across three cabins.

The addition of Kuala Lumpur provides further connectivity through Lufthansa’s Frankfurt hub, linking South-east Asia with destinations across Europe and the airline’s wider global network.

Fiji Airways

Fiji Airways to start Gold Coast-Nadi flights in June
Fiji Airways will begin direct flights between Gold Coast and Nadi from June 11, 2026, adding a new international connection from Queensland to Fiji.

The airline will operate the service as part of an expansion of its network from Australia, providing onward connections through Nadi to destinations across the Pacific and North America.

The launch coincides with a three-year partnership between Fiji Airways and AFL club the Gold Coast SUNS, aimed at increasing awareness of the new international service in the Gold Coast market.

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TTG Asia TTGmice TTG India TTGssociations TTG Asia Luxury
TTG Asia | TAT bets on domestic travel boom with Thailand Tourism Festival 2026
TTG Asia | Traveloka , Gyeonggi tourism target Indonesian travellers through industry seminar
TTG Asia | 5 Questions with Laura Houldsworth