The ASEAN Tourism Association (ASEANTA) presented the 35th ASEANTA Tourism Awards of Excellence on January 27, 2026, in Cebu, the Philippines, recognising achievements across South-east Asia’s tourism sector.
The awards ceremony was held alongside the ASEAN Tourism Forum (ATF) 2026 with the support of the Tourism Promotions Board Philippines and the Department of Tourism of the Philippines.
Winners were recognised during the 35th ASEANTA Tourism Awards of Excellence held alongside ATF 2026 in the Philippines
Now in its 35th year, the ASEANTA Tourism Awards recognise organisations and individuals whose initiatives demonstrate measurable outcomes in areas including sustainability, cultural preservation, marketing and visitor experience. The awards aim to promote quality standards and responsible tourism development across the region.
This year’s recipients represented a cross-section of tourism operators, attractions, accommodation providers and industry initiatives from across ASEAN member states.
SMX Convention Centre in the Philippines received the Best ASEAN Convention Centre award, while Borneo Nature Tours of Malaysia was recognised for both the Best ASEAN Cultural Preservation Effort Award and Best ASEAN Eco-Lodge.
Lotus Desaru Beach Resort & Spa in Malaysia received the Best ASEAN Hotel Package award, while AirAsia Move, also from Malaysia, was named Best ASEAN Marketing and Promotional Programme. Enchanted Kingdom in the Philippines received the Best ASEAN New Tourism Attraction Award, and Sudamala Resorts of Indonesia was recognised for Best ASEAN Sustainability Programme. CSL Travel & Tours from Cambodia received the Best ASEAN Tour Operator award, with Shroff Travel of the Philippines named as Best ASEAN Travel Article.
ASEANTA said the awards serve as a platform to share best practices and encourage collaboration across the region’s tourism industry. By highlighting proven initiatives, the association aims to support replication and adaptation across different ASEAN destinations.
The awards are conducted through a regional evaluation process involving tourism leaders from across South-east Asia, with ASEANTA acting as custodian of the programme.
“This year’s awardees represent the very best of ASEAN tourism – from sustainability leadership and cultural preservation to innovative marketing and world-class visitor experiences,” said ASEANTA president Eddy Krismeidi Soemawilaga. “Their achievements show how tourism excellence can drive positive impact not only for individual destinations, but for ASEAN as a region.”
Tour operators in Thailand are tapping into tertiary territories to ignite fresh appeal in the country amid a noticeable shift in visitors’ travel demand and desire to steer well off the beaten track.
Edwin Briels, managing director of Exploration Travel Thailand, said he launched the company three years ago with the “aim of doing things differently” in response to the need for the nation’s industry to endure a “shake-up”.
Thai tour operators turn to lesser-known regions as travel demand shifts
“Now, we have agents and clients who are more educated about Thailand and are looking for real experiences, not the staged Thailand,” Briels said, adding that it is important for tour operators to seek out tertiary destinations.
“We’re looking at more unexplored areas and how we can tell the story of that area to create unique itineraries. This paints a much nicer image of Thailand, as a lot of people now think of overtourism in some areas, like Phuket,” he stated.
Itineraries include less explored destinations such as Kaeng Krachan, Isaan, Chanthaburi, Sukhothai and Chiang Khong, which Briels said have piqued the interest of international tour operators that have grown tired of Thailand.
Briels added that this also taps into the community development element of tourism, with the company working with locals to curate tours and experiences, as well as training them to be skilled guides and hosts.
He noted: “Two tour operators from Europe and one from the US said they stopped selling Thailand for 10 years because everyone is doing the same thing, but have come back because we’re doing something different.”
Matthew Clancy, general manager of Khiri Travel Thailand, also highlighted a shift in demand for destinations beyond Thailand’s main hotspots. “Travel, once again, is becoming more and more about the journey and less about the final destination,” he commented.
“People want journeys that feel authentic, personal, and exploratory rather than commercial or overdeveloped, and there seems to be a growing appetite for places that still feel real, where culture, nature and everyday life have not been shaped primarily around tourism.”
Clancy cited Isaan, where a new Khiri Travel office has been launched in Khon Kaen to develop operations in the region, Lampang, Nan and Loei provinces, as well as Trang province and its islands, as destinations Khiri is developing.
Outbound travel from Malaysia has received a boost as the stronger ringgit enhances overseas spending power, having appreciated by more than 10 per cent against the US dollar in 2025 to emerge as the best-performing currency in Asia.
The strengthening of the ringgit against other major currencies has enabled Suka Travel & Tours either to reduce rates for its series departure packages to several destinations, or to maintain prices while introducing add-ons such as upgraded meals and complimentary traditional costume rentals in South Korea.
Herman shared that demand from Malaysian incentive planners for centrally located five-star accommodation has increased
Its CEO, Adam Kamal, said that beyond Asian destinations, demand is also picking up for Central and Eastern Europe for the upcoming autumn and winter seasons.
“With the stronger ringgit, we are able to include more centrally located hotels in our packages. In the past, we relied on hotels on the outskirts to keep package prices competitive,” he said.
Apple Vacations group managing director Koh Yock Heng shared that the company has seen growing demand for Japan, as the yen depreciated by 11.3 per cent against the ringgit over the one-year period from January 20, 2025, making travel, accommodation and shopping more affordable for Malaysian travellers.
He said demand for China was also strong due to the visa-free arrangement for short stays of up to 30 days, direct air connectivity to first-, second- and third-tier cities between China and Malaysia, and the favourable exchange rate. The renminbi weakened by around 6.5 per cent against the ringgit over the same one-year period.
Koh said repeat travellers are increasingly seeking new destinations, prompting the company to introduce charter services to places without direct flights from Malaysia. These include 11-day, nine-night packages to Northern and Southern Xinjiang with four fixed departures in September and October, as well as seven-day, five-night itineraries to Japan’s Tohoku region with two departures scheduled for December.
Kazakhstan is another destination gaining traction following the introduction of direct flights from Kuala Lumpur to Almaty by AirAsia X in 2024. Koh said the destination is particularly appealing to more mature travellers seeking something different, with its mix of cultural heritage and natural attractions.
He added that travellers have already started booking for the coming autumn and winter seasons, reflecting confidence and sustained appetite for travel.
Bhara Tours & Travel Bandung managing director Herman Rukmanadi said there has been an increase in requests from Malaysian incentive planners for five-star accommodation in centrally located areas compared with previous years. The number of requests for proposals from Malaysia has also risen in the first quarter compared with the same period last year, although it remains too early to assess conversion rates.
Meanwhile, Manila-based Annset Holidays assistant sales and marketing manager Jenny C Valenzuela said the company has received more requests for tours beyond Manila.
“In the past, FIT and private tour travellers would only purchase city tours, but now they are looking for add-ons such as island-hopping experiences. We are also seeing stronger demand for four-star accommodation, whereas previously travellers tended to opt for budget hotels,” she said.
Chroma Hospitality is entering its next phase of expansion with a trio of developments that signal both brand diversification and scale, according to country manager James Montenegro.
The group is currently operating more than 2,000 rooms and is targeting close to 3,000 rooms within the next five years, driven largely by fully owned developments rather than management contracts.
Chroma Hospitality sets out next growth phase with new lifestyle brand, resort development and loyalty programme
Leading the roll-out is the debut of Grafik, Chroma’s first in-house lifestyle brand, launching in Baguio with a 256-room property called The Pinehouse, located within the historic John Hay estate. Positioned as a millennial-forward, experiential brand, the property is fully contactless and designed around open, social spaces. It will house three dining concepts: Hey Diner, Spanish restaurant Altitude, and bistro Shira, alongside two bars, including a speakeasy and a club.
“It’s a brand that’s supposed to engage people in experiential states,” Montenegro said, noting that Grafik is built around curated touchpoints such as walking tours and wellness activities that connect guests with the estate’s natural setting. “It’s a little bit different from what we normally do, and that’s what excites us about it.”
Chroma is also preparing to break ground on its next Crimson Hotels & Resorts property in Clark in 2H2026. The 300-room hotel will feature a sky bar restaurant, club floor, ground-floor bistro and a large ballroom.
The third pillar of Chroma’s expansion is Chroma Beyond, a new loyalty programme designed to deliver instant rewards rather than long-term point accumulation. The app-based platform allows digital check-in and provides mobile room keys and immediate perks, from dining rewards to complimentary stays.
Montenegro noted that guests can claim benefits after each booking and choose whether to redeem immediately or on a future visit.
Together, the initiatives reflect Chroma Hospitality’s intent to scale deliberately while strengthening brand identity and guest experience across its growing Philippine portfolio.
“We do the full complement. We’re one of the local resorts that has Michelin restaurants. We are well known for our food and restaurant products, and also for the quality of our guestrooms. Our service rating is almost 96 per cent. Our NPS (net promoter score) is about 85 per cent. And that is our advantage. We play in the mass upper mass market,” concluded Montenegro.
The Philippine Travel Agencies Association (PTAA) has confirmed its new board of directors, which will serve as the association’s leadership body representing travel agencies across the Philippines.
PTAA is the national association representing travel agencies and allied tourism stakeholders in the Philippines. It works to support collaboration between the public and private sectors and to advocate for the interests of its members across the travel trade.
PTAA sets its leadership line-up for the current term
The association has more than 600 member agencies nationwide, covering outbound and inbound travel. It works to represent industry interests, promote professional standards and support sector development.
The new board is led by president Jaison P Yang. The other officers are executive vice president Evelyn Dy Bondagjy; vice president for Visayas and Mindanao Matt Poonin; vice president for outbound Rowena Coloma; vice president for inbound Ellen Cobarrubias; secretary general Arnel DC Gomez; past president and chairman for international affairs Evangeline Tankiang-Manotok; treasurer Helena Ty; public relations officer Chal Lontoc; and auditor Amie Demapindan.
Supporting the board are assistant vice president for outbound Dominic Castillejos, assistant vice president for inbound Kristoffer Kim Paollo Guzman, assistant secretary general Cherry Caritativo, assistant treasurer Rolando Maramo, and assistant public relations officer Kem Aldrich Lim.
The board acts as the authorised voice of PTAA, with all official statements and media coordination managed through designated officers. The association continues to work with the Department of Tourism and local government units on industry engagement, professional development and community-related initiatives through the PTAA Foundation.
PTAA stated it will continue to engage with industry stakeholders and media partners to share updates and developments related to Philippine travel and tourism.
Salter Brothers Hospitality has confirmed that two regional properties will join its Ardour Hotels & Estates collection in 2026. Spicers Guesthouse in the Hunter Valley, New South Wales, and Kingsford The Barossa in South Australia will be rebranded under the Ardour name.
Spicers Guesthouse will become Ardour Guesthouse Hunter Valley, while Kingsford The Barossa will be renamed Ardour Kingsford Barossa. Both properties are located in established wine regions and are part of Salter Brothers Hospitality’s existing portfolio.
Spicers Guesthouse Hunter Valley and Kingsford The Barossa, pictured, will join Salter Brothers Hospitality’s Ardour Hotels & Estates portfolio next year
The announcement follows confirmation that Ardour Hotels & Estates will launch in 2026 with Ardour Milton Park Bowral and Ardour Lilianfels Blue Mountains. Both properties are undergoing refurbishment works and are scheduled to reopen under the Ardour brand.
Salter Brothers Hospitality stated the Ardour collection will focus on heritage estates in regional locations. The portfolio will include accommodation, dining, wellness facilities and event spaces, with offerings shaped by the characteristics of each location.
The Ardour brand introduces a set of standardised service elements across its properties. These include hosted guest experiences, scheduled social gatherings and curated local activities developed with regional partners. Wellness facilities will vary by location and may include in-room treatments and dedicated spa or activity spaces.
Ardour Milton Park Bowral is scheduled to be the first property to open under the new brand from February 2026. Ardour Lilianfels Blue Mountains, Ardour Guesthouse Hunter Valley and Ardour Kingsford Barossa are expected to follow later in the year.
“Ardour is about elevating Australia’s most extraordinary places into destinations of global calibre. We’re not simply creating hotels, we’re shaping experiences that celebrate the beauty, culture and authenticity of each region,” said Tash Tobias, CEO of Salter Brothers Hospitality.
Kimpton Naluria Kuala Lumpur, Malaysia The 466-key Kimpton Naluria Kuala Lumpur is situated in the Tun Razak Exchange (TRX) district, above The Exchange TRX shopping centre. The hotel spans 26 storeys and includes guestrooms and suites with city views, including Merdeka 118 and KL Tower.
Facilities include a rooftop bar, dining venues, fitness centre and wellness spaces, with meeting and event rooms scheduled to open in early 2026.
The hotel is within Kuala Lumpur’s main business and retail precinct and is close to public transport, offices and cultural attractions in the city centre.
Wyndham Goseong Gangwon
Wyndham Goseong Gangwon, South Korea Wyndham Goseong Gangwon is a 529-room hotel on South Korea’s east coast, near Bongpo Beach and Seoraksan National Park.
Guestrooms include ocean-view options suited to leisure travellers, families and groups. Facilities include dining outlets, leisure amenities and event spaces designed to support meetings and group travel.
The hotel sits close to Seoraksan National Park, with access to hiking trails and coastal scenery. Bongpo Beach is within walking distance, while the surrounding Gangwon Province area is known for seafood markets, seaside towns and seasonal outdoor activities.
La Résidence Phou Vao
La Résidence Phou Vao, Laos La Résidence Phou Vao has reopened following a full refurbishment and is set on Phou Vao Hill overlooking Luang Prabang and its UNESCO-listed old town. The property has 37 suites, including new connecting options, all with private terraces. Rooms have been reconfigured to increase natural light and views of the surrounding gardens and mountains, with updated bathrooms, walk-in showers and terrazzo bathtubs.
Facilities include a restaurant serving French and Lao cuisine, a bar, boutique and landscaped grounds. Accessibility upgrades have been introduced across pathways and guest areas. The hotel is a short walk from the historic centre and close to temples, the Mekong and Nam Khan rivers. Further additions, including a wellness centre and meeting facilities, are planned for 2026.
Nala Maldives by Jawakara Islands
Nala Maldives by Jawakara Islands, the Maldives Nala Maldives by Jawakara Islands occupies a private 10-hectare island in Lhaviyani Atoll, a 35-minute seaplane journey from Velana International Airport. The adults-focused resort has 80 one-bedroom villas across beach and overwater settings, with selected categories including private pools or lagoon access.
A short speedboat ride links the resort to the neighbouring Jawakara island, allowing use of additional dining, sports and recreation facilities. On the island, guests have access to a spa with thermal facilities, a fitness centre, multiple dining venues and bars, and a wide range of water sports. The resort is also connected to marine conservation initiatives, with access to the Jawakara Atoll Research Centre and the Sea Turtle Health Institute.
Despite ongoing global economic and political volatility, Asia-Pacific continues to demonstrate strong travel demand across both leisure and corporate segments.
Three sets of research by MMGY Global, Kearney, and FCM Consulting show travellers gravitating toward stable destinations and sustainability-aligned experiences, while the region’s competitive pricing continues to support corporate travel. Together, these insights highlight a sector that remains resilient and increasingly shaped by values, authenticity and cost competitiveness.
MMGY Global’s research found that Japan is most favoured by longhaul travellers; Himeji Castle in spring
PATA’s second Issues and Trends Report 2025, authored by Simon Moriarty, vice president, syndicated research at MMGY Global, identifies favoured destinations and the reasons why travellers are drawn to them. Through a survey with 2,534 respondents from Germany, the UK, Japan, Canada, Mexico, Saudi Arabia, India and China, it found Japan to be among the most favoured longhaul destinations.
Sixty-three per cent of American respondents and 59 per cent of Canadians expressed intent to visit Japan, while European interest rose from 51 per cent in 2023 to 55 per cent in 2025.
Japan’s combination of unique cultural, historical and modern attractions underpin its broad appeal for European travellers.
China, however, shows a more mixed demand profile. Travel intent rose 41 per cent among Saudi respondents and 36 per cent among Mexican respondents year-on-year, supported by simplified visa processes and perceptions of better value for money compared with the US or Europe.
In contrast, interest from Western markets remains subdued due to concerns relating to political safety, health risks and perceived restrictions on personal freedoms.
This divergence underscores how diplomatic ties and perceptions of political conditions shape traveller confidence.
India’s momentum is fuelled primarily by its domestic market. Moriarty shared that 53 per cent of Indians surveyed were more interested in travelling within the country compared to a year earlier, reflecting a growing middle class and rising confidence in domestic trips.
International intent to visit India is steady but moderated by a perception gap around safety and health.
Moriarty explained that as travel intent is influenced by perception, destination marketers have the opportunity to “develop conversations” with travellers to convey safety assurances.
He added that visitors want to experience India’s culture and landscapes “within the context of feeling safe, feeling comfortable, not going out of their comfort zone too much if they don’t want to”.
Affordability is another major draw, particularly for longhaul travellers, but Moriarty stressed the need to better communicate value. He noted that “cost effectiveness and affordability doesn’t mean a less important or less impactful holiday… it doesn’t mean a kind of cheap alternative”.
MMGY’s findings also show a shift away from traditional sightseeing towards deeper cultural immersion. Sustainability is also becoming a decisive factor in destination appeal, with travellers favouring businesses that demonstrate environmental responsibility and positive community impact.
Kearney’s 2024 report, In the Mind of Global Travelers, echoes these findings. Siddharth Pathak, senior partner and head of consumer industries and retail for Asia Pacific at Kearney, pointed out that 86 per cent of travellers globally, aged 25 to 34, favour eco-friendly options. Tourism players are responding accordingly – they are increasingly “educating travellers about the region’s sustainable ecosystem, showcasing locally-originated sustainable products, and integrating these seamlessly with the travel purpose”.
Pathak further observed that travel purpose strongly influences retail behaviour. Business travellers typically opt for click-and-collect or pre-order services, while leisure visitors prefer to browse and seek authentic local products or strong value buys.
He believes that this convergence of sustainability, local identity, and retail innovation is reshaping how travel retailers meet post-pandemic expectations.
Meanwhile, the FCM Consulting Insights Report identifies Asia as the world’s most cost-effective region for business travel. In the first half of 2025, the average hotel rate across Asia was US$170 per night, with total trip costs averaging US$972 – well below the global average of US$1,600.
This continues to fuel strong demand for corporate travel, meetings, and events across the region.
Domestic air travel capacity also remains high, led by China and India with passenger load factors of 84 per cent and 86 per cent respectively. Intense intra-regional competition is helping to maintain competitive fares, even as airlines face limited pressure to discount.
Bleisure travel – the blend of business and pleasure trips – continues to gain momentum, particularly in South-east Asia, as more business travellers extend work trips for short leisure breaks.
Bertrand Saillet, FCM Travel managing director, Asia, said: “Done well, this can be a positive win–win. Combining business with a leisure portion is a trend that is here to stay.”
He added that companies could support staff’s work-life balance while keeping costs in check by allowing leisure extensions – “provided the personal segment is cost-neutral for the organisation”.
The FCM Consulting Insights Report draws on corporate booking data from January to June 2025 from FCM Travel and Flight Centre Travel Group, supported by aviation data from Cirium.
Intrepid Travel has named Ravindra Singh Shekhawat as country general manager, India.
With nearly 18 years’ experience in travel and hospitality, Shekhawat has been with Intrepid since 2008. He began as a tour leader in India and later held senior operational roles, including general manager in Nepal and most recently general manager at Intrepid DMC Indonesia.
In his new role, he is responsible for strategy, operations and performance in India, with a focus on sustainable growth, operational delivery and team leadership.
The Philippine Tourism Promotions Board (TPB) is increasing its marketing spend not just on its top source markets, but also on reinvigorating potentially big markets in Asia, including India and China.
“Apart from implementing more joint promotional initiatives for South Korea, the US, and Japan as our top three source markets, the TPB is focusing on India, whose nationals can enter the Philippines visa-free for a period of 14 days for tourism purposes,” said TPB chief operating officer Maria Margarita Nograles.
Philippines is placing greater emphasis on gastronomy in its tourism marketing, alongside expanded promotion in Asian growth markets
Inbound from India – breaching the 60,000 pax for the period January to September 2025 – is expected to grow exponentially since the introduction of the visa-free policy in June 2025 as well as commencement of Air India’s nonstop flights from Delhi to Manila five times a week in October.
The stronger marketing commitment comes as the Department of Tourism (DoT) numbers show that the destination has again missed its foreign arrivals targets, ending 2025 with 5.6 million foreign tourists versus the 8.4 million target and, in 2024, 5.9 million foreign tourists versus the 7.7 million target. These figures are also way below the 8.2 million arrivals posted in 2019.
Norgrales added that TPB, the marketing arm of DoT, is also “strengthening its efforts in China, as the country’s eVisa service for its nationals travelling to the Philippines for business or tourism purposes was recently resumed”.
It is understood that the slowdown in Philippine inbound the past several years is due to the drastic drop in tourist arrivals from China – once the destination’s primary source of inbound. The Philippines received an estimated 265,000 Chinese visitors last year, down from 312,000 in 2024 and nearly two million in 2019.
Gastronomy will form a bigger part of the global promotional initiatives as the Philippines is now officially on the Michelin-Guide’s Most Exciting Food Destination for 2026.
Nograles said Iloilo, with its UNESCO recognition as Creative City of Gastronomy and World Heritage Site, “is gaining traction in the US market”.
TPB will also continue joint promotions with foreign tour operators, consolidators, online travel agencies, and airlines, apart from fam trips that take media and travel trade participants “to known destinations in the Philippines”.
Improvements will also be made to institutional B2B events involving foreign participation mounted by TPB, such as the Philippine Travel Exchange and MICECONnect.
In addition, TPB is refining the perks for its Membership Programme to facilitate linkages among its members, communities, international travel agents, tour operators, local government units, and DMCs for possible collaboration on promoting destination Philippines.
In his new role, he is responsible for strategy, operations and performance in India, with a focus on sustainable growth, operational delivery and team leadership.
