Agoda has expanded its partnership with the Macao Government Tourism Office (MGTO) to promote boutique and independent hotels in the city, with a focus on the Outer Harbour District.
The 2026 collaboration will highlight properties in areas including ZAPE and NAPE, a waterfront district close to the city centre with access to dining, entertainment and local neighbourhood experiences.
The partnership aims to extend Macao’s appeal beyond core areas with a focus on boutique hotels and local experiences; Fisherman’s Wharf in Macao, pictured
The partnership builds on earlier campaigns launched in 2025 across markets in South-east Asia, North-east Asia and the Middle East. It comes as Macao continues to attract a broader mix of international travellers, supported by improved connectivity, visa facilitation and targeted tourism initiatives.
Under the agreement, selected hotels in the Outer Harbour District will receive additional exposure to new markets, including Brazil, Vietnam and Central Asia, as part of efforts to diversify visitor segments.
Travel interest in Macao has increased across several source markets. Year-on-year accommodation searches rose by 247 per cent from the Middle East, followed by India (70 per cent), Japan (62 per cent), Thailand (56 per cent), the Philippines (39 per cent) and Singapore (25 per cent).
The collaboration will combine MGTO’s destination marketing priorities with Agoda’s distribution platform across accommodation, flights and activities. The initiative also includes support for participating hotels through targeted marketing and promotional activities.
“This broadening mix of interest shows that more travellers are looking at Macao through different trip lenses, not just the traditional patterns,” said Damien Pfrisch, chief commercial officer, Agoda. “Our partnership with MGTO is designed to turn that into an actual trip and experience, bringing neighbourhood areas like the Outer Harbour District to the forefront and showcasing boutique stays that reflect the city’s character. It is also a practical example of how tourism authorities and travel platforms can work together to broaden a destination’s story across multiple markets.”
HBX Group has agreed to acquire Bridgify, an AI-focused travel technology company, as part of efforts to expand its experiences offering and strengthen technology capabilities across its platform.
The acquisition will give HBX Group access to Bridgify’s experiences infrastructure, which connects to more than one million activities sourced from global suppliers. The platform uses AI-based recommendation tools to match experiences with traveller preferences, supporting more personalised travel products.
HBX Group expands its experiences platform through the acquisition of AI-driven travel technology provider Bridgify
Bridgify’s technology is designed to simplify integration for partners through API connectivity and white-label solutions, enabling travel companies to incorporate experiences into their offerings and develop branded marketplaces.
The move supports HBX Group’s broader strategy to scale its ecosystem and enhance distribution of travel content, particularly in the experiences segment.
The transaction includes three million euros (US$3.4 million) in upfront consideration, with additional payments linked to future performance. Bridgify’s founders will remain involved in the business following the acquisition.
“By bringing Bridgify into HBX Group, we are not only expanding access to curated experiences but also further enhancing how our ecosystem connects experiences supply and distribution,” said Nicolas Huss, CEO, HBX Group.
Amit Shamni, CEO of Bridgify, added: “We have built our solution to simplify how global experiences are accessed, integrated, and personalised at scale and we see a strong alignment with HBX Group’s vision for a more connected travel ecosystem. Together, we can scale these capabilities across a global network and deliver more flexible and innovative solutions for partners.”
PATA has launched two courses – one on AI and the other on ESG sustainability – under its new Micro-Credentials Programme, designed to give travel and tourism professionals access to expert-led online training that can be completed at their own pace.
The AI and ESG sustainability courses were designed by Alan Elliot Merschen, founder of The Sigmund Project and co-founder of Myriad MMGY Global, and Natasha Montesalvo, principal consultant for destinations, strategy and insights at EarthCheck, respectively.
Natasha Montesalvo discusses ESG and sustainability at the PATA Annual Summit 2026
PATA CEO Noor Ahmad Hamid told TTG Asia that the inaugural topics were informed by insights from PATA’s 2025 Human Capital Development report, research by the Organisation for Economic Co-operation and Development, and data from PATA’s training programmes over the past three years.
He said the findings pointed to AI and ESG sustainability as “some of the most critical capabilities required in today’s tourism environment”.
Noor explained that the micro-learning approach is suited to today’s “rapidly evolving tourism landscape”, where “continuous upskilling is essential to support sustainable and resilient industry development”.
“While traditional learning formats remain valuable, they are not always able to keep pace with emerging, highly specialised topics. These micro courses are designed to bridge that gap by offering focused, bite-sized learning that is practical and immediately applicable,” he added.
PATA unveiled the Micro-Credentials Programme at the recent PATA Annual Summit 2026, where Montesalva took part in a fireside chat with TTG Asia Media’s group editor, Karen Yue, to discuss the relevance of bite-sized courses and the business value of meeting ESG standards.
Montesalvo said ESG is no longer an internal strategy, but a requirement for access to business networks that increasingly demand – and in some countries require by law – sustainability reporting.
She said the course is designed to translate ESG into “something that’s practical and directly relevant to tourism stakeholders”, so that they can “focus on what matters rather than what they think they need to be doing; how to respond effectively to partner requirements around Scope 3 Emissions, data disclosures and policies; how to set realistic targets and take action; and how to communicate and engage their efforts with consistency and clarity”.
Montesalvo also highlighted the business case for sustainability.
She said: “Think about the shocks that we’ve seen in tourism. Over the last few years, we’ve had pandemics, floods, fires, supply chain chaos, fuel increases, war and, of course, consumers becoming increasingly aware of what you’re doing for business and the impact that you’re having on your community.
“Businesses that handle these issues well are not lucky – they understand their risks. They have strong relationships. They can adapt quickly. They attract the right talent at the right time, and they think long term. They have a framework in place, be it formal or informal, to manage the challenges that they’re facing, and that’s exactly what this course is designed to do.”
The two courses are open to the wider tourism community, with PATA members benefiting from preferential pricing. Members will pay US$99 per course.
Courses are hosted on the PATA SRC portal.
Noor stated the courses will remain accessible without a deadline, allowing participants to enrol at their convenience. PATA will also review and refresh the content annually to ensure it remains relevant and aligned with industry developments.
“This initial launch marks the first phase of a broader micro-credential offering, with additional courses planned as the programme evolves to address emerging trends and skills needs across the tourism sector,” Noor added.
Hilton has signed two lifestyle hotels in Jiangsu province, with a Curio Collection by Hilton property in Nanjing and a Tapestry Collection by Hilton hotel in Wuxi, strengthening its presence in the Yangtze River Delta.
The additions reflect continued expansion of Hilton’s lifestyle segment in Greater China, with both properties expected to open in 2028. They will join the upcoming Xi Zhe Wuxi, Curio Collection by Hilton, scheduled to open later this year.
Curio Collection by Hilton Nanjing is set to open in 2028 with 232 rooms in the Xianlin area
The Curio Collection by Hilton hotel in Nanjing will be located in the Xianlin area of Qixia District and will feature 232 guestrooms. Marking the brand’s debut in the city, the property is designed to reflect local culture and surroundings, catering to both leisure and business travellers.
In Wuxi, the Tapestry Collection by Hilton hotel will be developed in Huishan New Town, converting an existing U-shaped building into a 150-room property. The hotel will incorporate design elements and storytelling linked to the surrounding neighbourhood, targeting travellers seeking distinctive accommodation.
The signings form part of Hilton’s broader strategy to expand its lifestyle brands across key destinations in China, supported by demand for experience-led stays.
Hilton continues to grow its presence in Asia-Pacific, with its lifestyle and luxury segment approaching a previously stated target of 250 properties in the region.
“By introducing distinctive, experience-driven lifestyle hotels, we aim to meet guests’ personalised needs and to create resilient, long-term value for owners,” said Nong Xia, president, development, Greater China and Mongolia, Hilton.
Onyx Hospitality Group has signed a financial support agreement with LH Bank for the development of EQ Phuket, a luxury resort project in Phuket, Thailand. The agreement supports the project’s progression into its next phase, with construction advancing in line with its planned timeline.
The signing ceremony took place on May 7, 2026, in Bangkok, bringing together representatives from Onyx Hospitality Group, Equatorial Group and LH Bank. The project is being developed as a collaboration between the hotel operator, project developer and financial partner.
Onyx Hospitality Group and partners advance plans for the EQ Phuket beachfront resort with a new financing agreement
Located on a beachfront site in the northern area of Kata Beach, EQ Phuket will cover approximately 5.1 hectares and feature around 170 keys, including pool villas, suites and guestrooms. Facilities are planned to include dining outlets, swimming pools, a spa, fitness centre, kids club and event spaces, alongside a beach club and lifestyle area.
The project is scheduled to open in 2Q2028 and forms part of Onyx’s strategy to expand its presence in the upper-upscale and luxury resort segment across South-east Asia.
The project follows an earlier joint venture agreement between Onyx Hospitality Group and Equatorial Group signed in November 2024. With a total investment value of approximately 2.8 billion baht (US$76 million), the development reflects continued interest in Phuket’s luxury tourism segment.
“We see strong long-term potential in the Phuket market, and we are confident that this collaboration with strong partners in both development and finance will help drive the project towards successful completion in line with our plans, while creating long-term value for all stakeholders,” said Yuthachai Charanachitta, CEO, Onyx Hospitality Group.
“EQ continues to garner international recognition… We are incredibly excited to be working with Onyx Hospitality Group to introduce our EQ brand to Thailand,” added Donald Lim, CEO, Equatorial Group.
Shih Jiing-Fuh, president and CEO, LH Bank, shared: “LH Bank believes Phuket continues to stand as one of the world’s premier tourist destinations. We are confident that the EQ Phuket project will further enhance the island’s tourism potential and strengthen Thailand’s competitiveness in the global tourism market.”
Zentis Osaka has introduced a two-night stay package designed for couples, combining accommodation, dining and in-room experiences in a central city setting.
Available to book from May 18, 2026, the Romantic Escape at Zentis Osaka package includes two nights’ accommodation in a Studio, Corner Studio or Suite, along with daily breakfast at Upstairz Restaurant.
The two-night Osaka offer combines dining, sparkling wine and curated in-room touches
The package also features a bottle of Japanese sparkling wine, a selection of canelés, a prix-fixe dinner for two, and preserved flowers. Optional add-ons include wine pairings and personalised pyjamas at an additional cost.
Dining at Upstairz focuses on seasonal ingredients with a European influence, while the hotel also offers access to cultural activities such as Japanese calligraphy through its Craftsmanship series.
Located near Nakanoshima, Zentis Osaka provides access to the city’s cultural and dining districts, while offering a quieter base for short stays.
Rates start from US$520 per stay, based on double occupancy, excluding taxes and service charges. Bookings must be made at least three days in advance.
Cinnamon Lakeside Colombo has appointed Ashan Peiris as hotel manager, strengthening its leadership team.
He joins from within Cinnamon Hotels & Resorts, where he most recently served as director of brand development. With experience across operations, brand strategy and resort management, he has held roles at Cinnamon Red Colombo, Cinnamon Grand Colombo and Cinnamon Bentota Beach.
1926 Heritage Hotel has named Angelina Lazuardi as general manager, overseeing the property’s overall strategy, operations and performance.
She brings over 17 years of experience, most recently holding leadership roles with Kempinski, Marriott and The Parisian Macao, with a focus on operational and commercial performance.
Businesses need resilient frameworks that can help them recover from shocks in a rapidly changing world
Sustainable tourism development requires the involvement of multiple government agencies
UN views a truly resilient destination as one where residents experience the benefits of tourism
Destination chiefs share perspectives on balancing growth with resilience on a panel at the PATA Annual Summit 2026 on May 12
Discussions at the PATA Annual Summit 2026 this week on building a resilient future for the tourism industry highlighted a common view: a responsible approach to tourism development gives destinations the agility needed to navigate a volatile environment.
Natasha Montesalvo, principal consultant – destinations, strategy and insights at EarthCheck, told TTG Asia that sustainability and resilience go hand in hand.
“Businesses that are sustainable (in terms of environmental, social and governance considerations) are economically viable for the long term. That’s because they have the systems and structures in place to deliver what is needed to do stay in business.
“Governance reporting means that businesses have the right policies and procedures in place to protect themselves and that they are adhering to the right legislation in whichever jurisdiction they are operating within. When businesses fulfil social responsibilities, they build trust in their community and will be able to attract a skilled workforce. When businesses respect the natural environment, the community and other businesses will rely on them.
“So, by building and integrating ESG principles and broader sustainability goals into their business, they creating these resilient frameworks that can help them recover from some of the shocks that they would face in the future.”
Destination leaders echoed that a structured and responsible approach to tourism development can lead to lasting positive outcomes.
Florian Sengstschmid, CEO of Azerbaijan Tourism Board, said aligning destination development with the UN Sustainable Development Goals helps ensure accountability, rather than focusing on arrival numbers, which he described as “vanity metrics”.
With this approach, the Azerbaijan Tourism Board has shifted from destination marketing to destination management, focusing on stakeholder coordination across communities, businesses, government entities, and global markets.
As her destination experiences “fantastic growth”, Wrenelle Stander, CEO of Wesgro, representing Cape Town and the Western Cape, said public-private collaboration is essential to advance tourism development in a sustainable and resilient manner.
Stander identified three priorities: diversifying source markets to reshape demand, increasing connectivity and expanding carrying capacity, and facilitating the movement of travellers, including through visa-free access.
Insook Lee, executive director of the Korea MICE Bureau at the Korea Tourism Organization, noted that sustainable tourism development requires support beyond the tourism sector, including from national leadership.
This is particularly relevant as South Korea faces an imbalance in post-pandemic tourism performance. The country recorded 18.9 million international arrivals in 2025, but 80 per cent of visitors concentrated their time in Seoul.
“We are worried that this will limit the long-term sustainability of South Korea’s tourism industry,” Lee said.
She noted that the national tourism strategy meeting is now overseen by the president, rather than the prime minister, reflecting tourism’s growing economic importance.
“We have an ambitious goal of attracting 30 million inbound visitors by 2030 or earlier. To achieve this, our government has rolled out a two-pillar strategy: the first is to expand the inbound demand and the second is to revitalise regional tourism across South Korea. This strategy is reinforced by comprehensive reforms to the immigration procedures, regional airports, lodging infrastructure, and development of high-value tourism companies,” Lee added.
Sengstschmid said all government officials “should be made a tourism minister”, believing that policy decisions across sectors affect tourism outcomes.
He urged ministers to consider tourism’s contribution to GDP, job creation, business development, regional inclusion, and education.
Régine Lee, president and CEO of Guam Visitors Bureau, added that governments play a critical role “in communications and PR efforts, in creating policies that will lift our island up and provide the infrastructure for sustainable growth, and in shaping the kind of future that we want for our residents and visitors”.
Conditions for resilience
Shijun Liu, executive director of UN Tourism, outlined a vision for resilient tourism in his keynote at the summit.
“At UN Tourism, we see resilience taking place first in communities, not just cities. Yet, today, 80 per cent of international travellers are concentrated in a small number of destinations. This creates a significant concentration risk, where when a gateway city suffers, the entire tourism economy often suffers along with it,” Liu said.
He described rural tourism as a “structural solution”, provided it is approached thoughtfully.
“The objective is not simply to disperse visitor numbers, but to rethink how destinations function. A truly resilient destination is one where residents experience tourism as improving their lives, protecting their culture, and strengthening their community. Without this, sustainable cannot be achieved,” stated Liu.
He added that resilience requires investment in infrastructure, digital systems, workforce development and destination management, noting that “tourism remains underfunded relative to its contribution to GDP and employment”.
Liu also highlighted opportunities for tourism to align with global shifts towards greener infrastructure and digitalisation.
“Capital is increasingly flowing toward decarbonisation and climate resilience, and tourism can attract it if we make the right case,” he advised.
He further noted the importance of innovation, including AI and data-driven management, in strengthening destination operations.
He explained: “When external platforms define a destination story, they also shape its economic future. Preserving that autonomy is a strategic priority.”
New research from Mastercard and CrescentRating highlights continued growth in Muslim travel, alongside changing expectations around inclusivity, safety and purpose-led experiences.
The reports, Halal Travel Trends 2026 and Muslim Women in Travel 2026, estimate international Muslim arrivals reached 186 million in 2025 and are projected to grow to 245 million by 2030. Muslim women accounted for 90 million arrivals in 2025, representing 48 per cent of the total, up from 45 per cent in 2019.
New reports highlight growth in Muslim travel alongside rising demand for inclusive and purpose-led experiences
The findings point to a shift beyond basic requirements such as halal food and prayer facilities, with travellers placing increasing emphasis on safety, trust and digital access when planning trips.
Asia remains central to this growth. The region attracted nearly 120 million Muslim visitors in 2024, accounting for 65 per cent of global arrivals. Within this, South-east Asia is well positioned, with destinations such as Malaysia, Indonesia, Singapore and Brunei identified as preferred markets, particularly among Muslim women travellers.
The reports highlight the growing influence of Muslim women in shaping travel decisions across segments including family holidays, solo trips and group travel. Safety and comfort were cited as key considerations by 60 per cent of respondents, followed by the availability of Muslim-friendly services.
Digital platforms are also playing a larger role, with 68 per cent of respondents indicating that social media influences their travel choices. AI tools are increasingly used for trip planning, including identifying halal dining options and assessing destination suitability.
A central theme across both reports is the RIDA framework, which outlines four areas for destinations to address: responsible tourism, immersive experiences, digital capability and assurance. The approach is intended to help tourism stakeholders better meet evolving traveller expectations.
“Muslim travel is entering a more sophisticated phase, where confidence, inclusion and purpose are becoming as important as access and convenience,” said Aisha Islam, senior vice president, customer solutions centre, South-east Asia at Mastercard. “Through the RIDA framework, destinations and businesses have a practical way to think about the full traveller journey from trusted digital information and secure payments to meaningful experiences that respect faith, culture, safety and personal values.”
“For destinations, the opportunity is to move from availability to assurance,” said Raudha Zaini, director of operations, CrescentRating. “Muslim travellers are looking for experiences that are meaningful, inclusive and easy to trust. The destinations that clearly communicate their readiness and deliver consistently across the journey will be best positioned to earn long-term loyalty.”
He joins from within Cinnamon Hotels & Resorts, where he most recently served as director of brand development. With experience across operations, brand strategy and resort management, he has held roles at Cinnamon Red Colombo, Cinnamon Grand Colombo and Cinnamon Bentota Beach.
She brings over 17 years of experience, most recently holding leadership roles with Kempinski, Marriott and The Parisian Macao, with a focus on operational and commercial performance.
