In an ongoing rebranding exercise, Switzerland Tourism has retired its iconic golden edelweiss logo and replaced it with the word Switzerland, with the Swiss cross taking the place of the letter ‘t’, set against a colour gradient backdrop of five shades of red.
The historical street of Augustinergasse in Zurich is iconic for its colourfully painted bay windows
The new brand identity was developed with Zurich-based branding specialist, Made Identity. According to the agency’s case study on the rebranding exercise, the new logo allows a stronger reflection of the Swiss flag through the inclusion of the Swiss cross in the wordmark while the five tones of red convey energy and the alpine glow of Swiss mountains.
While the new brand image was unveiled in Geneva on May 1, the full exercise will be implemented globally in stages, reaching South-east Asia mid-2024. Switzerland Tourism told TTG Asia that more information would be shared with the Asian travel trade community at ILTM Asia Pacific 2024.
Malaysia will embark on a tourism marketing blitz under the Visit Malaysia 2026 (VM 2026) campaign, with creating demand, increasing traffic, and prioritising target markets forming the strategic cores. The campaign aims to attract 35.6 million tourists and generate RM147.1 billion (US$30.8 billion) in receipts.
In detailing the VM 2026 roadmap last week, Tourism Malaysia said key initiatives would include branding and marketing blitz, strategic partnerships for joint promotions/tactical campaigns, and market segmentation.
Visit Malaysia 2026 has a goal of 35.6 million tourists and RM147.1 billion in receipts
Tourism Malaysia will carry out aggressive advertising campaigns, influencer marketing, and compelling content creation across digital (70 per cent) and traditional (30 per cent) media platforms. It will also establish strategic partnerships with airlines, OTAs, and land/sea border operators of neighbouring countries to enhance tourist arrivals.
Key target markets are prioritised into three tiers, led by first-level priorities such as China, India, Indonesia, Vietnam and Australia. The second-level priorities include South Korea, Gulf Cooperation Council (GCC) countries, and the UK, followed by third-level priorities comprising Chinese Taipei and Germany.
Attention will also be paid to emerging markets like Pakistan and Bangladesh.
Meanwhile, tourism products and travel experiences will be tailored for niche segments, such as nature-based tourism, experiential tourism, medical and wellness tourism, responsible tourism, luxury, weddings, Muslim-friendly, gastronomy, and bleisure travel.
Tiong King Sing, minister of tourism, arts and culture, said: “Our multi-pronged VM 2026 strategy provides a comprehensive framework to boost Malaysia’s visibility, enhance destination accessibility and elevate our tourism offerings. Through focused efforts and strategic collaborations, we are confident of achieving our yearly arrivals and target receipts in the run-up to VM 2026.”
Tiong added that the NTO would continue to engage industry stakeholders and international partners to refine and execute the VM 2026 strategies, positioning Malaysia as a preferred tourist destination in this region. Indeed, a meeting between Tourism Malaysia and industry players on April 30 has led to the creation of strategic plans to promote the destination among international and domestic markets, in support of VM 2026.
Malaysia’s notable tourism achievements for 1Q2024 are promising. From January to March, Malaysia welcomed 5.8 million arrivals, up 32.5 per cent over the same period in 2023. The top ten markets were Singapore, Indonesia, China, Thailand, Brunei, India, South Korea, the UK, Australia, and the Philippines.
Thailand's persistent communication campaigns to highlight its safety standards are paying off
Dragon Trail Research’s latest sentiment report for Spring 2024 has revealed a significant shift in safety perceptions regarding Thailand among Chinese travellers, following concerted efforts by the Tourism Authority of Thailand (TAT) and the Thai government to reassure and attract visitors.
“While South-east Asian destinations continue to attract safety fears, Thailand’s score has improved notably, with only 38 per cent rating it as unsafe, down from a high of 51 per cent in August 2023, and 24 per cent said it was safe compared to 18 per cent last year,” stated Janice Meng, market research analyst at Dragon Trail International (DTI) during a Zoom webinar that introduced report findings.
Thailand’s persistent communication campaigns to highlight its safety standards are paying off
She credited the improvement to the Thai Always Care online communication campaign, rolled out by the TAT in January 2024, to reassure foreign visitors with ongoing efforts to raise safety standards in travel.
Thai safety perceptions among Chinese travellers suffered following a fatal shooting incident at popular shopping mall Siam Paragon in October 2023, as well as documentaries showcasing human trafficking scams in South-east Asia.
Sienna Parulis-Cook, director of marketing and communications at DTI, emphasised the impact of strategic communication campaigns on safety perceptions.
“Last year, the TAT regularly published statements about safety on its Weibo and WeChat channels, which received a lot of attention at the time,” she shared.
Meng further elaborated on the broader trend observed in the report, stating that over the past year, most destinations surveyed have seen improved safety ratings among Chinese travellers.
Among 20 destinations assessed, 10 have improved safety ratings – barring Italy and Japan, the latter likely impacted by the Chinese ban on Japanese seafood post-Fukushima nuclear waste water release incident.
“This could also explain softening interest in North-east Asia, with Japan previously the top choice for Chinese travellers in this region,” reflected Meng.
Key destinations like Hong Kong and Singapore maintain their status as the safest choices, followed by Switzerland, the UK, France, Australia, and Canada. The US has also witnessed notable safety perception improvements post-pandemic.
Japan welcomed 3,081,600 tourists in March, a record high that the Japan Tourism Agency attributes to the weak yen and high demand for cherry blossom viewing. Consumption is also up, with the 8.56 million international arrivals over January to March spending 1.75 trillion yen (US$11.1 billion), an increase of 53 per cent over the same period in 2019.
The yen’s drop to a 34-year low against the dollar is spurring a surge in inbound tourism to Japan as the country becomes a cheaper destination for international travellers. Visitors are using the opportunity to splurge on higher-end accommodation, experiences, food and drink, and tours, say industry players.
Tokyo’s high-end Ginza (pictured) and Omotesando districts are attracting international visitors armed with stronger buying power
Makarim Salman, founder and lead guide of Maction Planet, told TTG Asia that the weak yen has had “a positive impact” on his business.
“We’ve seen an increase in bookings from customers taking advantage of the favourable exchange rate,” he said, adding that customers are “spending more than usual” on shopping for luxury goods in Tokyo’s high-end Ginza and Omotesando districts, and experiences.
“Many of our clients are seeking out opportunities to delve deeper into Japanese culture at the higher end, such as private tea ceremonies, exclusive whiskey tastings, and bespoke sake tastings. We have also seen a growing interest in luxury experiences, such as staying at high-end ryokans and dining at Michelin-starred restaurants,” he continued.
Lindsay Colbert, managing director of Japan Ski Experience, is also seeing visitors spending more.
“We have noticed higher demand for private ski guides within resort boundaries as well as the backcountry, offered together with concierge services, experiences for the whole family, photography etc.,” she said. “These on-mountain activities are complemented by luxury offerings such as spa facilities, fully equipped gyms, yoga classes and pampering packages.”
Still, Salman is certain that the weak yen alone is not the sole factor driving tourism gains.
“Japan continues to demonstrate strong underlying growth as a destination,” he said, adding that the country is still benefiting from “the pent-up demand for international travel following the pandemic”.
DP World and Asian Terminals Inc. (ATI) marked the completion of the new Batangas Passenger Terminal on April 26, a modern facility that connects mainland Luzon to key island provinces and destinations in Visayas and Mindanao. The US$25 million modernisation project, which took two years to construct, is an upgrade of the former terminal to more than double its former capacity.
The new Batangas Passenger Terminal can accommodate up to eight million passengers annually.
The modernised terminal is part of a wider US$90 million investment in the Batangas Port
It boasts state-of-the-art facilities and amenities for the comfort and convenience of its passengers, and packs in restaurants, shops, clean restrooms, and prayer rooms. The terminal also provides infrastructure, shuttle van services, and electric vehicles to ensure accessibility and convenience for passengers of all abilities.
China Eastern Airlines’s subsidiary Shanghai Airlines will launch a new direct flight between Shanghai and Marseille, France on July 2, with three round-trip flights per week on Tuesday, Friday, and Sunday.
Shanghai Airlines will commence its direct Shanghai-Marseille flight on July 2
The flight numbers are FM871 from Shanghai to Marseille, and FM872 for the return leg. The estimated flight time is around 12 hours. The new route will offer gate-to-gate internet service for passengers aboard.
The new flight will establish the first direct air corridor between these cities.
Resorts World Sentosa’s S.E.A. Aquarium and the Earth Observatory of Singapore (EOS) at Nanyang Technological University, Singapore (NTU Singapore) are embarking on a research collaboration that will see the collective efforts of the attraction and EOS in building climate resilience through research projects and educational activities.
The partnership was marked by an underwater MOU signing, the first of its kind in S.E.A. Aquarium’s history, which saw assistant professor Kyle Morgan from NTU Singapore, and Abel Yeo from S.E.A. Aquarium’s Education, Research & Conservation team dive into the Shipwreck Habitat for the occasion.
(From left) NTU’s Asian School of the Environment’s Kyle Morgan and S.E.A. Aquarium’s Education, Research and Conservation’s Abel Yeo; photo by Resorts World Sentosa
The collaboration aims to bring together the expertise and resources of both S.E.A. Aquarium and EOS, a research institute at NTU Singapore that focuses on natural hazards and climate research, to help address the urgent global crisis of climate change.
Both organisations will leverage this partnership to showcase EOS marine science research relating to coral reefs, mangroves, and climate change. This endeavour aims to captivate visitors, inviting them to learn and appreciate the diverse ecosystems of Singapore’s blue spaces and the broader South-east Asian region.
S.E.A. Aquarium’s Rainbow Reef will be used as a teaching facility for NTU students and to test field equipment, while S.E.A. Aquarium will provide a space to showcase research done by EOS and to deploy sensors measuring sea temperature and levels. Joint research projects undertaken by the partners will focus on super corals, and climate science.
Additionally, visitors can look forward to ocean webinars and short educational videos developed by EOS for use in S.E.A. Aquarium’s programmes, exhibitions, festivals, and more.
“Research on climate change aimed to foster sustainable societies is at the core of EOS’s research. It takes collective effort for effective change, and I am glad that Resorts World Sentosa recognises the impact of climate change and is opening an outlet for the sharing of knowledge and resources to contribute to climate research. With a shared passion for environmental stewardship, I hope the collaboration between RWS and EOS will catalyse meaningful change towards a more climate resilient future,” said Morgan.
Nicholas Derbyshire, who leads the Research & Conservation team at S.E.A. Aquarium, Resorts World Sentosa, added: “Sustainability has been embedded in the heart of RWS’s business since the integrated resort was first built over 10 years ago. We strongly believe that leveraging the expertise of EOS will be a key driver to tackling climate issues which is a pertinent problem today.”
OMO5 Tokyo Gotanda, Japan
Hoshino Resorts’s latest property is OMO5 Tokyo Gotanda, which sits at the top of the Gotanda JP building. It offers guests easy access to key destinations including Shibuya, Shinjuku, and Tokyo via the JR Yamanote which leaves from Gotanda Station. There are 188 rooms, and facilities include the Sky Garden, where guests can rest and socialise while taking in Tokyo’s skyline from 60m high; and OMO Dog Garden, a pet-friendly space.
Vibe Hotel Melbourne Docklands
Vibe Hotel Melbourne Docklands, Australia
The 273-room Vibe Hotel Melbourne Docklands – previously the Four Points by Sheraton – stands close to Marvel Stadium and boasts harbourside and CBD views. Guests are placed close to Melbourne’s dining, conferencing and events zone. On-site facilities include a heated rooftop lap pool, 24-hour fitness centre, pool, spa and steam room. For corporate groups, the hotel offers seven meeting rooms, two outdoor terraces and a private bar.
Cosi Vientiane Nam Phu
Cosi Vientiane Nam Phu, Laos
The new 95-key Cosi Vientiane Nam Phu boasts eco-friendly rooms, a serene rooftop pool, and a buzzing social hub for round-the-clock action. Guests can enjoy complimentary Wi-Fi and daily F&B credit, and easy access to the city’s dining, entertainment and tourist landmarks like Patuxay – Victory Monument, Pha That Luang Vientiane, and the Vientiane night market.
Travelodge Myeongdong Namsan
Travelodge Myeongdong Namsan, South Korea
Travelodge Myeongdong Namsan, located in the heart of Seoul, features diverse room types, including accessible rooms; modern amenities, from gym to self-service laundromat; and convenient access to attractions such as N Seoul Tower and Myeongdong Shopping Street. The hotel is also surrounded by diverse dining options.
The Peninsula Excelsior Singapore, a Wyndham Hotel, has named Juliana Yeo as the new director of sales and marketing.
Leading the sales and marketing team, she has also been tasked to rebrand and reposition the four-star Peninsula Excelsior Singapore to an international upscale Wyndham Singapore.
She has over 19 years of experience as a director of sales and marketing, and was part of the team to relaunch and rebrand the renovated Mandarin Oriental Singapore.
The online news bulletin will resume on May 2, 2024.
She has over 19 years of experience as a director of sales and marketing, and was part of the team to relaunch and rebrand the renovated Mandarin Oriental Singapore.
