TTG Asia
Asia/Singapore Wednesday, 17th June 2026

Tourism’s role beyond politics

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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.

TAT leverages AI and visual content to strengthen Thailand’s appeal in China

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The Tourism Authority of Thailand (TAT) is using digital marketing initiatives and visual destination campaigns to strengthen consumer confidence and drive demand from the Chinese outbound market.

Following the spread of safety-related rumours on Chinese social media, TAT has stepped up efforts to address negative perceptions and reinforce confidence in Thailand as a tourism destination.

Nong Mali, TAT’s AI influencer, features in the promotional video Thailand Summer by Lydia, highlighting destinations including Bangkok’s Chinatown; photo by TAT

Siriketanong Trairattanasongphol, director of the East Asia region at TAT, said restoring confidence requires close monitoring and a rapid response to public concerns.

“Our primary strategy is meticulous media monitoring. When we encounter fabricated stories, we immediately clarify the situation to the public. For legitimate incidents, we coordinate swiftly with relevant law enforcement agencies to reach a resolution,” Siriketanong said.

Pattaraanong Na Chiang Mai, deputy governor for international marketing, Asia and South Pacific, said TAT is focused on communicating that Thailand remains a safe destination for visitors.

“We must clearly communicate that tourists are not the targets of bad actors. While visitors should exercise standard caution, Thailand is secure for leisure travel,” she said.

Pattaraanong noted that the Chinese market has performed strongly this year, with arrivals during the first five months tracking at an estimated recovery rate of 18 to 19 per cent. TAT remains on course to achieve its target of 6.7 million Chinese arrivals in 2026.

To support its marketing efforts, TAT has partnered with China Media Group (CMG) to utilise digital tools and platforms.

“To effectively counter negative perceptions, we introduced an AI influencer named Nong Mali. This digital ambassador, launched in December 2025, allows us to proactively broadcast engaging narratives directly to Chinese consumers,” Pattaraanong explained.

TAT is also developing tourism products that align with the content-sharing habits of younger Chinese travellers, with a focus on destinations that perform well on social media.

“We recently brought Chinese agents to survey the Red Lotus Sea in Udon Thani and immediately recognised its immense appeal for this market. Chinese tourists are driven by visual aesthetics and highly value unique photo opportunities,” Pattaraanong said, adding that the experience of “sitting on a boat wearing beautiful dresses provides the exact type of stunning visual content that Chinese girls actively seek”.

The tourism board is promoting such destinations through initiatives including charter flights linking Udon Thani with the Chinese cities of Yiwu and Wuxi.

Pattaraanong stated TAT’s long-term objective is to convert first-time visitors into repeat travellers.

“Ultimately, our objective is to ensure that every visitor departs with exceptional experiences. We want them to retain those positive memories, encouraging them to travel to Thailand again in the future,” Pattaraanong concluded.

Japan rail and airline partnerships aim to spread visitor demand

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Japan’s rail operators and major airlines are joining forces to encourage international visitors to explore destinations beyond the country’s main tourism hubs.

JR West has launched two partnerships, one with Japan Airlines (JAL) and another with All Nippon Airways, to provide international travellers with easier access to domestic air and rail services through integrated booking systems and regional tourism information.

Japanese rail operators and airlines are collaborating to encourage international visitors to explore destinations beyond the country’s major tourism hubs; photo by Kathryn Wortley

“By seamlessly connecting international airports (Haneda, Narita and Kansai) with domestic flights and railway networks, we aim to expand inbound tourism to the West Japan area and alleviate overtourism in specific regions, thereby extending the length of stay across the entire area and achieving sustainable economic ripple effects,” JAL and JR West said in a joint statement.

The partners expect the integration of their reservation and payment systems to be completed during the 2030s, allowing travellers to book both air and rail journeys through a single platform.

In the current fiscal year, which runs from April 2026 to March 2027, JR West and JAL will begin joint initiatives in Wakayama. These include linking domestic flights serving Nanki-Shirahama Airport with regional rail passes, making it easier for visitors to explore the prefecture by train.

Selected Kuroshio express train services between Kyoto, Osaka and Wakayama will also feature cabin crew providing information on local attractions and food experiences.

Elsewhere, JR East and JAL have signed an agreement to promote multi-destination travel in eastern Japan. The initiative encourages travellers to combine domestic flights and Shinkansen services within a single itinerary.

Travel agency JTB is supporting the programme by developing and selling tours that incorporate flexible transport options. The partners are also working with local governments and businesses to create tourism experiences in eastern Japan.

Kaohsiung rolls out new tourism brand across Asian markets

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The Kaohsiung City Government Tourism Bureau has launched a new international tourism brand, Keep Vibrant Kaohsiung, as part of a regional marketing campaign targeting key Asian markets.

The campaign is being promoted in Japan, South Korea, Vietnam and Malaysia through outdoor advertising and destination marketing activities designed to raise awareness of Taiwan’s southern city among international travellers.

The Keep Vibrant Kaohsiung campaign is being promoted in Japan, South Korea, Vietnam and Malaysia

According to the Tourism Bureau, the campaign has an estimated annual reach of 28 million people through placements at locations including Dotonbori in Osaka, Seomyeon Station in Busan, The Café Apartments in Ho Chi Minh City and shopping districts in Kuala Lumpur.

The new brand identity incorporates three colours representing different aspects of the city: blue for its maritime heritage, orange for local hospitality and purple for creativity and technology.

To support the campaign, the bureau has produced a series of promotional videos featuring itineraries tailored to different traveller segments, including backpackers, honeymooners and Muslim families. Attractions highlighted include Cijin, Weiwuying National Kaohsiung Center for the Arts, Lotus Pond and Fo Guang Shan.

The bureau said the campaign aims to showcase Kaohsiung’s combination of natural attractions, cultural experiences and urban development.

Kao Min-lin, director-general of the Kaohsiung City Government Tourism Bureau, shared that the city’s combination of mountains, sea, rivers and harbours, together with its multicultural character and urban development, offers visitors a distinctive travel experience.

Singapore Cruise Centre shifts operations to new HarbourFront terminal

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Singapore Cruise Centre (SCC) will relocate all ferry and cruise operations to its new Singapore Cruise Centre (HarbourFront) terminal in July 2026.

The transition will take place in two phases. Batam Fast Ferry will begin operating from the new terminal on July 7, while Horizon Fast Ferry, Majestic Fast Ferry, Sindo Ferry, Indo Falcon Shipping & Travel and all cruise operations will relocate from July 15.

Ferry and cruise services will move to the new Singapore Cruise Centre (HarbourFront) terminal in two phases this July

According to SCC, there will be no changes to existing ferry routes, destinations or schedules. Services to Batam Centre, Harbour Bay, Sekupang, Tanjung Balai (Karimun), Gold Coast and Nirup Island will continue as normal, while berth locations will remain unchanged.

The new terminal will remain connected to HarbourFront MRT Station, VivoCity and surrounding transport links through existing public transport services and sheltered walkways.

SCC said the terminal features upgraded infrastructure and technology-enabled services designed to improve the passenger experience. Food and beverage outlets, convenience retail services and money changers will also be available within the terminal.

Further details on the terminal’s facilities and amenities will be released at its official opening later this year.

Jacqueline Tan, CEO of Singapore Cruise Centre, said: “Regional travel continues to play an important role in how people connect and conduct business across the region.

“The new Singapore Cruise Centre (HarbourFront) terminal is an opportunity to upgrade the passenger experience and is a reflection of our commitment towards delivering a seamless and efficient travel experience.”

IHG grows India portfolio with Mandi hotel project

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IHG Hotels & Resorts has signed a management agreement with Mac View Infrabiz to develop Holiday Inn Mandi in the Indian state of Himachal Pradesh.

The 100-room hotel will expand IHG’s presence in northern India and strengthen its Holiday Inn portfolio in the country.

Holiday Inn Mandi is expected to strengthen hospitality offerings in one of Himachal Pradesh’s emerging travel markets

Located in Mandi on the Chandigarh-Manali corridor, the hotel is positioned to serve business, leisure and transit travellers travelling between the National Capital Region and key destinations in Himachal Pradesh. The city also serves as an administrative and commercial centre for the region.

The property will feature 100 guestrooms and suites, three food and beverage outlets, and meeting and event facilities including a ballroom.

According to IHG, the project forms part of its strategy to expand in emerging commercial and transit markets supported by growing travel demand and infrastructure development.

Across the country, IHG has 52 operating hotels under seven brands, including Six Senses, InterContinental, Vignette Collection, Crowne Plaza, voco, Holiday Inn Resort and Holiday Inn Express. The company also has 98 hotels in development.

Sudeep Jain, managing director, South West Asia, IHG Hotels & Resorts, said: “We continue to see strong opportunities to expand our presence across emerging destinations in India, supported by improving infrastructure and growing travel demand.

“The signing of Holiday Inn Mandi marks an important step in strengthening our footprint in Himachal Pradesh, as we bring globally recognised brands to high-potential commercial and transit markets.”

Wyndham Hua Hin Pranburi pairs stays with nature and wellness experiences

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Wyndham Hua Hin Pranburi Resort & Villas has launched the Pranburi Green Retreat package, combining accommodation with a choice of complimentary nature, wellness or dining experiences.

Guests booking a minimum two-night stay can select one experience, including a boat excursion to the “Kissing Rock” formation in Khao Sam Roi Yot National Park, a seaside massage for two at Blue Lotus Spa, or afternoon tea for two.

Guests booking Wyndham Hua Hin Pranburi’s Green Retreat package can choose from a boat trip to Kissing Rock, a spa treatment or afternoon tea as part of their stay

Available for bookings and stays until June 30, 2026, the package is priced from 2,880 baht (US$89) per night and includes daily breakfast for two.

The resort is also offering a “third person stays free” benefit, including complimentary breakfast, making the package suitable for families and small groups.

Located 25km from Hua Hin, the resort features tennis courts, swimming pools, a fitness centre, basketball court, surf skate park, archery range, beach volleyball and pickleball courts, a kids’ club and complimentary bicycle rentals.

For more information, visit Wyndham Hua Hin Pranburi Resort & Villas.

Disney magic takes over Sentosa this summer

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Sentosa Development Corporation and Disney Cruise Line have launched A Magical Island Adventure: Let’s Set Sail with Disney Cruise Line, a three-month event that will transform Sentosa with Disney-themed experiences from June 24 to September 20, 2026.

Inspired by the seven themed areas aboard the Disney Adventure cruise ship, the event features installations, discovery trails, character-themed displays and interactive experiences across locations including Sensoryscape, Palawan Beach, Central Beach Bazaar, the Singapore Cable Car – Sentosa Line and the Southernmost Point of Continental Asia.

Sentosa will feature themed installations, discovery trails and night-time experiences inspired by the Disney Adventure cruise ship; photo by Sentosa Development Corporation

Visitors can collect medallion stamps through an island-wide passport programme while exploring themed zones inspired by Disney, Pixar and Marvel stories. Highlights include themed cable car cabins, a Disney-themed Sentosa Express train, illuminated night-time installations and family-friendly activity areas.

For the first time, the Southernmost Point of Continental Asia will extend its operating hours until 22.00 as part of a dedicated evening programme featuring illuminated displays inspired by Finding Nemo, The Little Mermaid, Lilo & Stitch and Moana.

The event also includes themed merchandise, food and retail activations, as well as exclusive benefits for guests sailing aboard Disney Adventure between June 24 and October 1, 2026.

For more information, visit Sentosa.

Conrad Bangkok names new GM

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Nicola Coccia has been appointed general manager of Conrad Bangkok. He joins from Conrad Seoul, where he most recently served as hotel manager.

Previously, he was director of operations at Conrad Osaka. This marks his first general manager role within Hilton and a return to Conrad Bangkok, where he began his career with the brand.

Hong Kong expands festival programme to boost visitor spending

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The Hong Kong Tourism Board (HKTB) is enhancing major events such as the Mid-Autumn Festival and Halloween as part of efforts to attract more leisure, MICE and bleisure visitors and encourage longer stays.

The strategy includes extending event periods and operating hours, while adding new experiences designed to increase visitor spending and engagement.

The Tai Hang Fire Dragon Dance remains one of Hong Kong’s most iconic Mid-Autumn Festival traditions; photo by Matt Leung

A HKTB spokesperson said the tourism board is strengthening promotions around major Chinese and Western festivals to create new tourism opportunities.

For the annual Mid-Autumn Festival, HKTB will enhance the Tai Hang Fire Dragon Dance with additional cultural content and immersive experiences. The aim is to attract visitors from North Asian markets that have strong cultural connections with the festival while reinforcing Hong Kong’s position as a cultural destination.

The spokesperson said: “By deepening its festive appeal, HKTB aims to attract visitors from high-potential North Asian markets who share a strong cultural resonance with the festival, ultimately fortifying Hong Kong’s role as an East-meets-West cultural hub and driving visitor spending.”

October will also see the introduction of a month-long Halloween campaign themed around cosplay. Targeting the Chinese mainland and shorthaul markets, HKTB will work with industry partners to develop citywide celebrations and experiences.

Anthony Chan, managing director of King Star Travel, welcomed the initiative.

“Traditional peak season begins in October so they offer (an) add-on experience and bigger impact to visitors,” he said, adding that while it may attract shorthaul travellers who can make a quick decision to visit, longhaul travellers are unlikely to travel solely for these festivals as they usually book their trips a year in advance.

Cecilia Leung, founder and chief foodie officer of Hong Kong Foodie Tasting Tours, said authentic cultural experiences continue to resonate strongly with visitors.

“We don’t necessarily have direct experiences in how these two new mega events might drive inbound travellers. However, I can share our experience with Mid-Autumn Festival activities in prior years,” she said.

“Last year, we brought our guests to the Tai Hang Fire Dragon Dance, one of Hong Kong’s most iconic Mid-Autumn Festival traditions. With an experienced guide bringing the history and significance of the dance to life, it offered a cultural experience that went well beyond the typical tourist visit. In our experience, these moments of authentic connection are consistently what guests remember most and what brings them back.”