TTG Asia
Asia/Singapore Thursday, 2nd April 2026

Asia-Pacific visitor arrivals to exceed pre-pandemic levels from 2026, PATA forecasts

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International visitor arrivals to Asia-Pacific are expected to exceed pre-pandemic levels from 2026, according to the PATA Asia Pacific Visitor Forecasts 2026-2028.

The report projects that inbound arrivals could reach 761.2 million by 2028 under a baseline scenario. However, a lower-bound scenario, reflecting geopolitical and economic uncertainty, estimates arrivals could reach 599.7 million, or about 88% of 2019 levels.

International arrivals to Asia-Pacific are projected to reach up to 761.2 million by 2028, with growth shaped by geopolitical and economic uncertainty

The study, developed in partnership with the School of Hotel and Tourism Management at The Hong Kong Polytechnic University, covers 39 destinations across the region and outlines a period of uneven growth influenced by external factors.

These include geopolitical tensions, climate-related disruptions, changes in aviation capacity and visa policies, as well as ongoing digital transformation across the sector.

China, the US and Türkiye are expected to remain the leading destinations through 2028. Key source markets include China, Hong Kong, the US and South Korea.

Several destinations, including Mongolia, Japan, Chile, the Maldives and Sri Lanka, are projected to exceed 150% of their 2019 arrival levels. Overall, 27 of the 39 destinations are expected to surpass pre-pandemic volumes by 2028.

The report also highlights the need for destinations to diversify source markets and strengthen collaboration between public and private sectors to manage risks and support recovery.

“International tourism is entering a more complex phase where growth continues, but under increasing pressure,” said Noor Ahmad Hamid, CEO of PATA. “At PATA, we recognise both sides of the equation – the positive momentum driven by strong regional demand, and the downside risks arising from geopolitical tensions, economic volatility, and climate-related disruptions.

“In this environment, growth is no longer linear or guaranteed. Destinations and organisations must be prepared for multiple scenarios, with the ability to adapt quickly, recalibrate strategies, and respond with agility. Decision-making must be grounded in real-time data and a clear understanding of risk.”

“The results reflect not only the pace of recovery across destinations, but also the deeper structural changes transforming the tourism economy,” added Haiyan Song, School of Hotel and Tourism Management, The Hong Kong Polytechnic University.

“Ultimately, resilience and preparedness will define how well the industry navigates this next phase of uncertainty,” Hamid concluded.

Thai tourism associations propose stimulus projects as new cabinet comes in

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The Federation of Thai Tourism Associations (FETTA) has drafted a proposal to the Tourism Authority of Thailand (TAT) and the incoming cabinet, which comprises between 14 billion baht (US$427 million) and 15 billion baht of stimulus projects to support the tourism industry in light of the Middle East conflict.

FETTA is made up of seven private-sector associations, including the Association of Thai Travel Agents, Thai Hotels Association, Thai Travel Agents Association, Thai Transportation Operators Association, Association of Chonburi Tourism Federation, Thai Tourism Promotion Association, and the Association of Domestic Travel.

Tourism industry groups have proposed multi-billion baht stimulus measures to the incoming government, as the new cabinet prepares to outline its policy agenda; Thai Parliament building, pictured

The proposal submitted to the TAT governor urges the new government to incorporate key stimulus projects into its upcoming parliamentary policy statement.

Central to this initiative are the Tour Teaw Thai and A Million Buses Traveling Across Thailand campaigns. Both are designed to boost domestic tourism revenue while helping travellers save on energy costs through organised bus tours.

The latter features a co-payment scheme for cross-regional trips to local communities. Groups of 20 or more travelling for three days and two nights will receive a 10,000 baht subsidy per bus. The project aims to provide 1,000,000 privileges, utilising a total budget of 10 billion baht.

To further lower travel expenses, the proposal suggests supporting charter flights and reducing airport fees. This measure requires a one billion baht budget spanning three quarters, designed to subsidise 1,000 flights per quarter at 350,000 baht per flight.

Anutin’s second and incoming cabinet is expected to be sworn in on April 6, and to deliver a policy statement from April 7.

Surasak Phancharoenworakul, current minister of higher education, science, research and innovation and deputy leader of the Bhumjaithai Party, has been appointed to the cabinet as the new minister of Tourism and Sports.

China and Taiwan lead Thai tourism recovery

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Thailand’s inbound recovery is gaining momentum, underpinned by a surge in Chinese and Taiwanese arrivals that appear resilient.

Data from the Association of Thai Travel Agents (ATTA) reveals that Thailand welcomed 8.44 million international visitors between January 1 and March 21, with China reclaiming its position as the top source market.

The ATTA annual general meeting and Thailand Tourism Resilience Conference was held at The Sukosol Hotel, Bangkok on March 27, 2026; photo by ATTA/Facebook

Speaking at the ATTA annual general meeting and Thailand Tourism Resilience Conference, honorary secretary-general Adith Chairattananon highlighted that these regional markets have demonstrated year-on-year growth even after the start of the ongoing geopolitical volatility in the Middle East.

He pointed to an 82.42 per cent year-on-year increase in Chinese arrivals this February, and 39.2 per cent from March 1 to March 24.

While January figures initially showed a deficit, the market share for Thai destinations has expanded significantly from the middle of the first quarter.

A critical driver for this growth is the reduction in negative virality on social media platforms – a factor that has been resolved by a stabilised “Safe Destination” image.

He also cited the charter flights from China to Thailand subsidised by the Thai government, and a strategic shift in corporate travel patterns as contributing factors. Adith noted that regional instability has diverted lucrative business from competing corridors.

“Our recent engagements in Shanghai indicate a strategic advantage for Thailand. With Chinese restrictions on incentive and MICE movements to the Gulf markets, we are successfully capturing that redirected demand,” said Adith.

The Taiwanese market has also mirrored this rebound, posting 12.18 per cent year-on-year growth in February and 6.02 per cent from March 1 to March 24.

Looking ahead, ATTA remains optimistic about hitting a seven-million-arrival target for China, provided economic factors remain stable.

“Overall, the Taiwanese and Chinese markets have not been affected by war, safety concerns, or the impacts of war. However, they are mainly affected by psychological factors regarding travel costs,” he stated.

Adith concluded: “A critical variable for the second half of the year will be monitoring geopolitical developments over the coming months, coupled with fluctuating fuel surcharges, airfares and impacts on the costs of living. Should these factors significantly inflate travel costs, the Chinese outbound market may pivot toward domestic alternatives.”

Indian travellers drive growth in GHA Discovery membership and spending

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Indian travellers are increasing both travel frequency and spending, reinforcing the country’s position as a key growth market, according to data from Global Hotel Alliance (GHA) and The Leela Palaces, Hotels and Resorts.

Membership in the GHA Discovery loyalty programme in India rose 53 per cent in 2025, surpassing one million members in 2026. Indian members generated US$75 million in global hotel revenue in 2025, an increase of 25 per cent compared with the previous year. International stays accounted for 54 per cent of total member-driven revenue.

From left: GHA’s Chris Hartley, The Leela’s Anjali Mehra and Anuraag Bhatnagar

The UAE, Thailand and Singapore remained the most popular destinations, with Indian members spending US$43.2 million on international stays compared with US$38.8 million domestically.

Within India, 16 hotels under the GHA Discovery network generated US$82 million in revenue in 2025, up 22 per cent year on year. Growth was supported by domestic demand and international visitors, particularly from the US and the UK.

Outbound travel from India also continued to expand, with 32.7 million international departures recorded in 2025, an increase of 5.9 per cent compared with 2024. Domestic travel has exceeded pre-pandemic levels, while inbound tourism is growing across luxury, cultural and wellness segments.

GHA and The Leela highlighted these trends at the Skift India Intelligence Summit held in New Delhi on March 26, 2026.

Recent research indicates that Indian travellers are placing greater emphasis on privacy, family travel and extended stays. About 49 per cent prioritise travel with family and friends, while 81 per cent of business travellers extend trips for leisure.

The Leela is expanding into destinations including Coorg and Jaisalmer and is developing its private membership club, Arq by The Leela, with planned locations in Delhi, Chennai and Mumbai.

GHA CEO Chris Hartley commented: “India has rapidly become one of the most important and influential travel markets in the world. We are seeing strong growth in membership and spending, alongside a clear shift towards more international travel.”

“As we mark 40 years of The Leela, our journey reflects the evolution of India’s luxury traveller, who is increasingly global in outlook yet deeply drawn to immersive, culturally rooted experiences,” said Anuraag Bhatnagar, CEO of The Leela Palaces, Hotels and Resorts.

“Partnerships such as Global Hotel Alliance play a critical role in connecting us to a global base of high-value travellers, while allowing us to retain the distinct identity of Indian luxury. As we grow, our focus remains on building destination-led experiences that are both globally relevant and deeply rooted in India.”

Hoshino report highlights shift in Japan travel towards regional and longer stays

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Hoshino Resorts has released findings from its 2025 inbound travel report, indicating a shift in how international visitors are travelling across Japan.

Based on data from almost 70 properties, the report shows travellers are moving beyond the traditional “Golden Route” of Tokyo, Kyoto and Osaka, with increased interest in regional destinations and longer stays.

International travellers to Japan are increasingly exploring regional destinations and staying longer, according to Hoshino Resorts data

Hoshino Resorts recorded more than 1.33 million international guest nights across 68 properties in 2025. While visitor numbers continue to grow, the pace is slowing, with international bookings rising 24 per cent year on year compared with a 94 per cent increase the previous year. This trend reflects national data showing inbound growth easing over the same period.

The report also indicates that travellers, particularly from Western markets, are spending more time in each destination. Average stays reached 3.12 nights per property, with higher figures recorded at some brands.

Regional destinations are seeing increased demand. Visitor numbers to the Kansai region rose in 2025, supported in part by Expo 2025 Osaka, while growth in Shikoku and Okinawa was driven by improved air connectivity and expanded flight routes.

Seasonal travel patterns are also changing. The year-end holiday period overtook the cherry blossom and autumn seasons as the busiest time, while shoulder periods such as September saw lower volumes but offer less crowded conditions.

Demand for traditional accommodation is rising, with overseas stays at Hoshino’s onsen ryokan brand Kai increasing 247 per cent compared with pre-pandemic levels. The company has introduced measures such as allowing tattooed guests and offering vegetarian options to accommodate international travellers.

Hoshino Resorts said the findings reflect broader changes in visitor preferences, with increased interest in cultural experiences, regional travel and nature-based tourism.

“We must actively encourage travellers to explore our rural areas. This shift from expansion to maintenance is vital because directing revenue and traffic to lesser-known destinations not only elevates the quality of the overall visitor experience but also secures regional revitalisation and cultural preservation,” said Yoshiharu Hoshino, CEO of Hoshino Resorts.

SAii Hotels & Resorts introduces wellness packages

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SAii Hotels & Resorts has launched Peace of Mind, a collection of wellness packages available across its portfolio. The programme focuses on flexible, lifestyle-based well-being, guided by five areas: Eat Well, Sleep Well, Move Well, Explore Well and Stay Well.

Each resort adapts the programme to its location. At SAii Laguna Phuket, the package centres on movement and outdoor activities, including yoga, Pilates, water sports and access to lagoon and beach environments. Guests also receive Club Lounge benefits and family inclusions.

SAii Hotels & Resorts introduces Peace of Mind, a portfolio-wide wellness programme with tailored experiences across Thailand and the Maldives

SAii Phi Phi Island Village focuses on nature-based experiences. Located along an 800m shoreline, the resort offers activities such as snorkelling, kayaking and mangrove forest bathing. The package includes savings on accommodation, dining and spa services, alongside access to conservation programmes at the Marine Discovery Centre.

At SAii Koh Samui Villas, the adults-only resort offers a three-night package in a pool villa, with wellness activities including yoga, snorkelling and spa treatments. The programme also includes in-villa dining and access to fitness facilities.

SAii Lagoon Maldives, part of Crossroads Maldives, offers a three-night stay with activities such as yoga, kayaking and snorkelling. Guests also receive dining and spa benefits, along with access to cultural and marine programmes, including coral conservation sessions.

Peace of Mind packages are available for booking until September 30, 2026.

For more information, visit SAii Hotels & Resorts.

IndiGo names new CEO

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InterGlobe Aviation (IndiGo) has appointed William Walsh as CEO, subject to regulatory approvals. He is expected to join by August 3, 2026, following the end of his tenure at IATA on July 31, 2026.

Walsh is currently director general of IATA and was previously CEO of British Airways and International Airlines Group, overseeing multiple airline brands.

Vikas Chawla leads Hyatt as new president for India, South-west Asia

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Hyatt Hotels Corporation has appointed Vikas Chawla as president, India and South-west Asia, effective April 1, 2026.

He brings more than 30 years of experience in food and beverage and consulting. He joins with a background in building and scaling businesses, and will lead Hyatt’s strategy and growth across the region.

Indonesia and Japan seal first bilateral tourism agreement

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Indonesia and Japan have signed a Memorandum of Cooperation (MoC) on tourism on March 30, marking the first formal bilateral framework in tourism between the two nations.

The agreement was signed by Widiyanti Putri Wardhana, Indonesia’s minister of tourism, and Yasushi Kaneko, Japan’s minister of land, infrastructure, transport and tourism (MLIT), in Tokyo, coinciding with the state visit of Indonesian president Prabowo Subianto.

Indonesia and Japan sign a tourism cooperation agreement in Tokyo to expand connectivity, joint promotion and sustainable tourism development

The MoC follows two years of negotiations and targets a wide range of strategic sectors, including business events, wellness tourism, gastronomy and the development of sustainable tourist villages, according to a Ministry of Tourism statement.

Widiyanti said in her speech: “Japan continues to be a key strategic partner for Indonesia. In 2025, over 380,000 Japanese travellers visited Indonesia, a 12 per cent increase over the previous year, with an average length of stay of nearly eight days.”

She emphasised that air connectivity is the primary driver of these flows.

“Currently, the Tokyo-Jakarta and Tokyo-Bali routes serve as the backbone of mobility, with potential for expansion into destinations such as Yogyakarta and other major cities in Japan,” she said.

Direct flight capacity between Indonesia and Japan currently stands at approximately 685,000 seats per year across 46 weekly flights, which is below potential tourism demand, according to Widiyanti.

“We hope that Japan Airlines can explore opportunities to expand its services to Indonesia, including increasing flight frequencies to Bali and opening access to priority destinations,” Widiyanti said.

Japan’s MLIT minister Yasushi Kaneko stated: “This is the first time such a tourism cooperation agreement has been signed between our governments. Through this, we will strengthen efforts in joint promotion, information exchange, and collaboration to attract tourists to regional areas while promoting sustainable development.”

Last year, people-to-people exchanges between Japan and Indonesia exceeded one million for the first time. To maintain this momentum, Japan is developing inbound strategies that encourage tourists to explore diverse regions across the country, he said.

To ensure the agreement leads to immediate action, a Joint Working Group will be established to monitor implementation and draft specific action plans for investment and joint promotion.

During the state visit, Widiyanti also held meetings with Japan Airlines, the Japan Tourism Agency and the ASEAN-Japan Centre to step up collaboration.

With this partnership, Indonesia aims to strengthen tourism ties with East Asian countries. It also serves as a mitigating step against ongoing global geopolitical uncertainties, such as developments in the Middle East that could impact international travel flows.

Asia accounts for growing share of global adventure travel demand, study shows

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Asia is emerging as a significant region in the global adventure travel market, with outbound demand estimated at US$424 billion, according to a report by the Adventure Travel Trade Association (ATTA), supported by EF Adventures and CBI.

The report found that 72 per cent of Asia’s international outbound travellers fall into the “open to adventure” category. This group is defined as travellers willing to include cultural, nature-based and active experiences in their trips, even when these are not the primary purpose of travel.

Growing demand for cultural and nature-based experiences is driving Asia’s outbound adventure travel market

The findings indicate a shift in travel preferences, with more travellers from Asia seeking experiences that involve cultural engagement and exploration of natural environments.

According to the report, Asian travellers spend an average of about US$366 per night and more than US$2,200 per trip. A significant portion of this expenditure supports local businesses, guides and community-based tourism activities.

Globally, the adventure travel market is valued at about US$1.6 trillion, with Asia accounting for a growing share of outbound demand.

The report also highlighted increasing interest in sustainability, with travellers showing preference for locally owned businesses and destinations that emphasise environmental responsibility and community engagement.

“Adventure travel in Asia is no longer about a single activity or adrenaline-driven pursuit,” said Heather Kelly, director of research and knowledge at the ATTA. “What we’re seeing instead is a large and diverse audience that is open to discovering destinations through culture, landscapes, and meaningful experiences. That openness dramatically expands the opportunity for destinations and tourism businesses.”

ATTA president Gustavo Timo added: “The Asian outbound traveller is incredibly curious. They’re looking for experiences that feel meaningful, whether that’s exploring landscapes, connecting with local culture, or discovering new perspectives. Destinations that design journeys around those elements will resonate strongly with this audience.”

“Sustainability is increasingly intertwined with how travellers define a meaningful trip,” shared Hannah Pearson, regional director for APAC at the ATTA. “Travellers want authentic cultural experiences, nature-based exploration, and opportunities to travel in ways that feel responsible and enriching.”