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Brought to you by Global Tourism Economy Forum
The Global Tourism Economy Forum (GTEF), an international platform dedicated to promoting the sustainable development of the global tourism economy, will hold its 2025 edition from December 15 to 17 in Harbin, Heilongjiang province.
Under the theme ‘New Quality Productive Forces: Powering the Global Tourism Economy’, the Forum will gather over 1,000 guests from five continents and more than 30 countries and regions, including the Secretary-General of UN Tourism, heads of international organisations, government officials, ministers of culture and tourism, executives from Fortune Global 500 companies, renowned entrepreneurs, and experts. Together, they will forge a new stage for open cooperation and jointly chart a future blueprint for the global tourism economy.
Launched in 2012 in Macau, GTEF is an annual summit that has held 10 editions to date, attracting over 14,000 participants from more than 90 countries and regions. It has partnered with 44 countries and 13 Chinese provinces and cities to promote cultural and tourism brands, serving as a vital bridge linking China with the world.
This year is the first time it is venturing beyond Macau, a milestone that reflects Heilongjiang’s growing influence in the cultural tourism sector, and the steady expansion of its international cooperation network.
In recent years, Heilongjiang has championed the development of its cultural tourism sector, capitalising on emerging opportunities. The province has successfully harnessed its ice and snow appeal and innovative spirit to establish a diverse industry ecosystem – encompassing the ice-snow economy, winter sports, eco-tourism, and wellness retreats – all strategically tailored to local strengths and powered by new quality productive forces.
Through its two 100-day tourism promotion campaigns, which promoted the province as a cool haven for summer, and a classic ice-snow destination during winter; it has since expanded its cultural and tourism offerings from seasonal popularity to year-round vibrancy, achieving an increase in tourism. In 2024, Heilongjiang welcomed a cumulative of 282 million tourist visits, a year-on-year increase of 29.1 per cent; with its total tourism spending reaching 370.12 billion yuan (approx US$52.3 billion), a year-on-year increase of 67.1 per cent.
International visitor arrivals surged to 1.2 million, a year-on-year increase of 95.4 per cent, while inbound tourism spending reached 13.44 billion yuan, a year-on-year increase of 101.5 per cent. These figures indicate strong and continuous momentum across both scale and quality in the cultural tourism market, demonstrating the dynamism of China’s high-quality tourism development to the world.
This edition of GTEF is structured around Heilongjiang’s year-round, all-region tourism model and industrial innovation. The Forum features four key pillars: Ice-Snow Economy & Industrial Innovation; Cultural Empowerment & Brand Building; Investment Leadership & Project Development, and Cross-Border Collaboration & Cooperation Opportunities, with the goal of connecting Heilongjiang with high-quality resources and innovative impetus from across the globe.
The agenda will include opening and closing ceremonies, keynote speeches, roundtable discussions, cultural tourism showcases, and a Heilongjiang Province Investment Promotion Session. These sessions are designed to establish a high-calibre international platform for domestic and international participants and enterprises, facilitate the business matching of premium projects, and promote the organic integration of the global tourism economy’s innovation and industrial chains.
The Forum’s dates also coincide with Heilongjiang’s winter season ‘100-day tourism promotion campaign’. Forum guests will be invited to tour Harbin’s landmark attractions and development projects, gaining a firsthand look at the unique appeal of China’s famous ice-and-snow tourism as well as the dynamic achievements of its cultural tourism sector.
For more details and latest updates regarding the Forum, visit GTEF as well as the official GTEF social media accounts
Medan in North Sumatra is gaining stronger interest from Malaysian travellers, supported by short flight times, affordable packages and cultural familiarity, according to outbound operators at the inaugural Astindo Sumut Travel Exchange (Astex).
The first edition of Astex in Medan last month drew 37 Malaysian buyers – the largest foreign delegation at the event – reflecting the market’s growing appetite for the destination.
Malaysian outbound specialists interviewed by TTG Asia highlighted easy air access as a key driver. Medan is served by multiple daily flights from Kuala Lumpur, Penang and Johor Bahru, providing flexible options for short breaks.
Cultural closeness also strengthens Medan appeal, said Nor Idayu Kamaruzaman, director of Jendela Asia Tour & Travels. “Travellers feel at ease because the food, language and social warmth are close to what Malaysians experience at home,” she said.
Growth is strongest among families and young adults seeking low cost escapes, noted Syamira Farisha, operations manager at Neskop Travel Agency & Tours. “Our best seller is still the three-day Medan city package,” she said, adding that the itinerary is intentionally simple, centred on food stops, market shopping and a short cultural visit. The aim, she explained, is to make weekend travel easy and effortless.
With demand rising, agents are beginning to look beyond city-based packages. “Clients are beginning to ask for something beyond a city break. We’re here to see what new products can fit a combination that includes Berastagi or even Lake Toba,” said Jo’N Nadia Shehnaz, business leader at Travel Dynamics.
Lake Toba, which saw strong Malaysian group traffic in the 2000s, is drawing renewed attention at Astex. With upgraded infrastructure and new four- and five-star accommodation in Samosir, longer itineraries are now more feasible.
“Lake Toba used to be popular product, and it can be again. With improved accommodation and clearly structured itineraries, four- or five-night packages could appeal to families and small groups without overwhelming them,” Nadia added.
Development of sustainable tourism is being supported by the Meaningful Tourism Centre (MTC) and the Institute of Tourism (IoT), which will begin a series of free online lectures from December 8.
The programme, titled Meaningful Tourism as a Tool to Develop Sustainable Tourism in South Asia, requires pre-registration on IoT’s website. Recorded lectures will be available on the IoT website.
MTC executive director Wolfgang Arlt said the lectures provide stakeholders with insight on how to achieve objective benefits and subjective satisfaction from tourism and hospitality activities.
Arlt explained: “The six main stakeholders identified in the Meaningful Tourism approach are: travellers, host communities, employees in service-providing companies, service-providing companies, governments and the environment; and smart KPIs are used to measure the improvement of benefits and satisfaction on a regular base.”
He continued: “With a Meaningful Tourism approach, destinations will be able to benefit from the increasing interest of activities beyond sightseeing and recreation without falling into the traps of overtourism and environmental damage, making sure that local communities and employees get their fair share in alignment with the interests of companies and governments.”
Participants will also learn about carbon credit trading, with speakers including an MTC certified trainer and a local expert.
The lecture on December 8 will focus on North-east India, followed by North India on December 9, Nepal on December 11 and Bangladesh on December 12. Three further lectures on December 15, 22 and 29 will provide more detailed information tailored to South Asia and how to build a sustainable and profitable future.
Arlt noted that India, Nepal and Bangladesh together house more than 20 per cent of the global population, but jointly received only one per cent of global international tourism arrivals in 2024.
The objective of MTC and IoT, he said, is to help grow the tourism industry in South Asia without repeating the overtourism and environmental or cultural damage experienced by other Asian destinations.
Lectures for other parts of Asia will be scheduled in January 2026, with Oceania following in March.
Harbin, China will play host to the Global Tourism Economy Forum (GTEF) for the first time. Set for December 15 to 17, the event will adopt the theme, New Quality Productive Forces: Powering the Global Tourism Economy, and attract more than 1,000 participants from over 30 countries and regions.
Attendees will include the secretary-general of UN Tourism, heads of international organisations, government officials, tourism ministers, Fortune Global 500 executives, entrepreneurs and academics.
GTEF 2025 will centre on four themes: ice-snow economy and innovation, cultural brand development, investment, and cross-border collaboration. The programme includes keynotes, roundtable discussions, showcases and an investment promotion session, with delegates invited to visit Harbin’s winter attractions as part of the province’s ongoing seasonal campaign.
MGallery Collection, Accor’s boutique hotel division, will open V Villas Maldives at Mirihi – MGallery Collection in early 2026. Located on the secluded island of Mirihi in the South Ari Atoll, the resort marks MGallery’s first property in the Maldives.
The property, formerly Mirihi Island Resort, will undergo renovation and expansion before reopening under the MGallery flag. It will feature 42 villas, including beach and overwater villas, as well as multi-bedroom suites with private pools. The design reflects Maldivian heritage, ocean rhythms, and the island’s namesake flower, Mirihi, offering guests a tranquil retreat immersed in nature.
Owned by VIE Maldives, a subsidiary of Thailand’s Major Cineplex Group, the resort joins several MGallery properties in Thailand, including VIE Hotel Bangkok, V Villas Hua Hin, and V Villas Phuket.
Guests will arrive via a 25-minute seaplane journey from Malé International Airport. Renovations include redesigned interiors, a signature spa and wellness sanctuary, new indoor and outdoor fitness spaces, upgraded F&B venues with an overwater restaurant and new bar concept, and a main pool area. The project incorporates sustainability initiatives aligned with Accor’s ESG pilot programme, from eco-conscious design to operations and guest experiences.
MGallery Collection currently comprises over 120 boutique hotels worldwide, each with a unique story. With the addition of V Villas Maldives at Mirihi, the brand expands its footprint in premium leisure destinations.
Langham Hospitality Group (LHG) has launched three AI agents to meet changes in how guests and staff access information. The new toolkit complements existing channels, allowing guests to make enquiries digitally or directly with hotel staff, while providing colleagues with broader access to training materials and commercial insights.
The AI agents are being phased in across LHG’s 31 properties on four continents, including The Langham Hotels and Resorts, Cordis Hotels and Resorts, Eaton Workshop, and Ying’nFlo.
The first agent, Experience Agent, offers a multilingual interface for guests to ask questions via email, WhatsApp, WeChat, and Instagram, with the option to speak directly with staff. It currently responds in over 50 languages and will develop the ability to recognise intent, suggest service options, and direct enquiries to the appropriate teams. Future capabilities include voice interaction and an AI concierge function to help guests plan stays, arrange services, and receive updates before, during, and after their journeys.
Next, the Knowledge Agent supports employees by providing instant answers to questions about procedures, standards, and troubleshooting, helping staff perform their roles efficiently while ensuring consistent delivery across departments. Over time, it will guide tasks step-by-step, highlight standards in real time, flag compliance gaps, and offer personalised learning pathways.
Lastly, the Insight Agent is a real-time analytics tool that reviews booking patterns, demand signals, and guest behaviour, surfacing actionable recommendations on timing, pricing, and audiences to help commercial teams optimise offers. Future iterations will forecast trends, suggest package concepts, and personalise offers for specific guest segments.
The AI toolkit continues LHG’s tradition of innovation, which dates back to The Langham, London, in 1865, the first European Grand Hotel to introduce electric lighting, hydraulic lifts, and hot and cold running water. Today, LHG applies the same mindset to intelligent heating and cooling, smart check-in solutions, and advanced property management systems, all designed to enhance the guest experience.
Langham Hospitality Group CEO Bob van den Oord said: “Personal and intuitive guest care, strong colleague development, and informed commercial decision-making have always been central to how we operate. These new tools extend that approach by allowing us to respond to the shift in how people access information, whether they are guests planning a stay, frontline team members sharpening their skills, or marketing executives exploring emerging travel trends.”
PATA and the Jeju Tourism Organization (JTO) have signed a collaboration agreement to support responsible travel to Jeju Island, South Korea, and to lay the groundwork for a future PATA event in Jeju.
The signing by PATA CEO Noor Ahmad Hamid and JTO CEO Koh Seung Chul at the PATA Destination Marketing Forum 2025 in Chiang Rai, Thailand was witnessed by over 300 tourism professionals from across the globe.
Under the agreement, JTO will take responsibility for promoting the MICE industry in the Jeju Special Self-Governing Province. It aims to foster qualitative growth in the sector and strengthen Jeju’s competitiveness in the global MICE market.
The partnership also emphasises the joint promotion of responsible travel to Jeju Island, with a focus on sustainability, cultural preservation, community benefits, and environmental protection. Both organisations will collaborate on advocacy, knowledge sharing, and event organisation to promote best-practice principles in the tourism and MICE sectors.
PATA CEO Noor Ahmad Hamid said: “At this pivotal moment, we are honoured to deepen our collaboration and stand alongside Jeju as it advances its global prominence and reinforces its stature as one of the world’s most distinguished, responsible, and inspiring tourism destinations.”
JTO president Koh Seung Chul added: “The Jeju Tourism Organization, which executes MICE industry promotion policy, will strive to strengthen Jeju’s international competitiveness through this new international cooperation.”
Accor has partnered with Megaworld, the Philippines’ largest township developer, to sign Mövenpick Manila Bay Westside.
The hotel, with 1,530 keys, will be the world’s largest Mövenpick property and marks a milestone in Accor’s expansion in Asia.
The opening in 2026 will make Accor the largest international hotel operator in the Philippines, with 13 hotels, more than 4,700 keys across eight brands, and a development pipeline of 16 hotels.
Located within Megaworld’s Westside City Township in Parañaque, the hotel sits in an integrated tourism estate with retail, entertainment, business and leisure facilities. Mövenpick Manila Bay Westside will offer four dining venues, including a specialty Filipino restaurant, an international all-day dining option, a signature bar, and Mövenpick’s Chocolate Hour experience.
The property is designed to meet the needs of business and events travellers, with flexible indoor and outdoor meeting and event spaces for social gatherings, conferences and large-scale functions.
The development reflects Accor’s focus on the premium segment, meeting rising demand for experience-driven hospitality. The hotel will showcase Mövenpick’s Swiss-rooted brand values, highlighting service and memorable guest experiences.
Andrew Langdon, chief development officer, Asia, at Accor, said: “This landmark project represents an opportunity to enhance our premium presence while contributing to the country’s long-term tourism growth. We look forward to creating a flagship hotel that sets new standards for premium hospitality.”
Cleofe Albiso, managing director of Megaworld Hotels & Resorts, added: “The opening of the world’s largest Mövenpick is a powerful testament to our group’s efforts to scale our world-class offerings and meet the demands of the broader international market. As we rebrand Grand Westside Hotel into the world’s largest Mövenpick, we continue to generate more jobs, help drive stronger tourism activity, and open doors for communities to grow alongside this development.”
Indonesia has unveiled MaiA, an AI platform designed specifically to enhance the quality of national tourism services. The system, part of the Tourism 5.0 programme, was introduced by tourism minister Widiyanti Putri Wardhana at the Sapta Pesona Building in Jakarta on November 28, 2025.
MaiA (Meticulous artificial intelligence of Indonesia) is accessible via the official Indonesian tourism website and represents a key step in the country’s digital tourism evolution. The platform aims to serve as both an intelligent curator and a digital travel companion, offering features such as personalised destination recommendations, automatic itinerary creation, interactive maps, and multilingual destination summaries.
The technology is intended to respond to changing traveller behaviour, supporting tourists who increasingly seek personal, efficient, and easily accessible experiences. Beyond providing practical travel tools, MaiA strengthens the connection between visitors and the culture, experiences, and stories of Indonesia.
The launch event was attended by government officials, tourism associations, industry partners, and national and international media, highlighting the government’s commitment to establishing a smart, inclusive, and sustainable tourism ecosystem.
Widiyanti commented at the event: “The launch of MaiA is the actual implementation of the government’s commitment to establishing a smart, inclusive, and sustainable tourism ecosystem.”
She added: “This is our step toward shaping tourism that is not only beautiful to behold, but also intelligent and inclusive for all. Let us welcome MaiA as a step forward toward a more adaptive, competitive, and world-class future for Indonesian tourism.”
