International air arrivals to Hangzhou increased nine per cent year on year between March and June 2026, according to Amadeus Travel Intelligence, with strong growth from several South-east Asian markets following the release of Chinese drama Pursuit of Jade.
Hangzhou serves as the main international gateway to Hengdian World Studios and West Lake in Zhejiang province, both featured prominently in the series. Leisure travellers accounted for 95 per cent of international arrivals during the period.
International arrivals to Hangzhou have increased following the global release of Pursuit of Jade, according to Amadeus data
Vietnam recorded the strongest growth, with arrivals up 516 per cent year on year, followed by the UAE (57 per cent), Malaysia (56 per cent) and Singapore (48 per cent).
The drama premiered globally in March and reached Netflix’s Global Top 10 non-English chart during its first full week. While Amadeus noted that no single factor can explain the increase in arrivals, it said the trend is consistent with the rise of “set-jetting”, where travellers visit destinations featured in popular film and television productions.
The company’s Travel Trends 2026 report identifies entertainment-driven travel as one of the industry’s emerging trends, citing productions such as Bridgerton and KPop Demon Hunters as examples of screen content influencing travel decisions.
Longhaul markets also showed growing interest in Hangzhou. Between March and June, flight searches from the US rose 29 per cent year on year, while arrivals increased 22 per cent. In the UK, searches were up 23 per cent and arrivals increased 21 per cent, suggesting demand is continuing to build.
Meanwhile, international arrivals to nearby Ningbo remained broadly flat over the same period. Taiwan remained the city’s largest source market, accounting for 37 per cent of arrivals and recording nine per cent growth, while arrivals from Singapore increased 27 per cent.
Bing Han Kee, regional vice president, travel intelligence, hospitality, Asia Pacific, Amadeus, said: “What stands out in the data is the shape of the demand, not just the headline growth. Travel to Hangzhou is being driven almost entirely by leisure travellers, with the strongest gains coming from markets across South-east Asia, while in longhaul markets like the US and UK, searches are running ahead of arrivals – typically a sign of new interest still converting into trips. We can’t attribute demand to any single cause, but this appears to be the pattern that emerges when a destination captures the popular imagination.”
Philippine Airlines (PAL) has signed a memorandum of understanding with Boeing for 15 787-10 Dreamliners, with options for five additional aircraft, as part of its long-term fleet renewal programme.
The agreement, unveiled at the Farnborough International Airshow, marks PAL’s first Boeing aircraft order since 2007 and reinforces the airline’s 80-year partnership with the manufacturer.
Philippine Airlines has signed an agreement with Boeing for 15 787-10 Dreamliners, with options for five more aircraft
The new aircraft will strengthen PAL’s medium- and longhaul fleet, with deliveries scheduled between 2031 and 2034. The first aircraft is expected to enter the fleet in 2031.
The Boeing 787-10 will support the airline’s fleet modernisation plans by improving fuel efficiency and reducing carbon emissions compared with older aircraft. The aircraft also offers larger windows, improved cabin humidity and air quality, quieter interiors and updated cabin products.
The order also has links to the Philippines’ aerospace sector. Boeing suppliers Moog, Collins Aerospace and JAMCO operate production facilities in the country, manufacturing components for the 787 programme, including interior panels, flight control systems and hydraulic systems.
Lucio C. Tan III, president and COO, PAL Holdings, said: “This investment manifests our confidence in the future of Philippine Airlines and the continued growth of air travel. The Boeing 787-10 will strengthen our medium and longhaul fleet, allowing us to provide an even better travel experience for our customers while improving operational efficiency and supporting our long-term sustainability goals.”
Stephanie Pope, president and CEO, Boeing Commercial Airplanes, added: “Philippine Airlines’ selection of the 787 Dreamliner marks an important step forward in our partnership, one that spans 80 years. We’re grateful for PAL’s trust in Boeing, and our team looks forward to delivering advanced-technology airplanes that deepen connections across the Philippines, Asia and beyond.”
IHG Hotels & Resorts has signed Holiday Inn Express Krabi Ao Nang, a 158-room conversion property that is due to open by the end of 2026.
Developed in partnership with Chok Deesuk Co., the hotel will join the Holiday Inn Express brand following a rebranding programme. The signing builds on IHG’s existing relationship with the owner, which also operates the nearby Holiday Inn Resort Krabi Ao Nang Beach.
Holiday Inn Express Krabi Ao Nang is scheduled to open by the end of 2026 following the conversion of an existing hotel
Located about one kilometre from Ao Nang Beach, the hotel will offer an all-day dining restaurant, pool bar, swimming pool and fitness centre. It is approximately 40 minutes by road from Krabi International Airport.
The property will become the first Holiday Inn Express hotel in Thailand and the second in South-east Asia to feature the brand’s latest Generation 5 (Gen 5) design, which introduces redesigned public spaces and updated guestroom concepts.
Ao Nang is one of Krabi’s main tourism hubs, providing access to attractions including Railay Beach, Poda Island, Chicken Island and Hong Island.
The signing expands IHG’s Thailand portfolio, where the company currently operates 42 hotels across 11 brands, with a further 39 properties in the pipeline.
Pathana Jitsaereetham, director, development, Thailand, IHG Hotels & Resorts, said: “The conversion of this property to Holiday Inn Express reflects the growing appeal of conversions in Thailand, where conversion signings accounted for nearly 40 per cent of signed keys in 2025. This trend reflects owners’ increasing confidence in the value of joining IHG’s global enterprise, powerful distribution channels and award-winning loyalty programme.”
Thailand’s reinstatement of visa-free entry for Indian travellers has been welcomed by the inbound trade, but operators say two months of policy uncertainty have already cost the market its Indian high season. FITs diverted to Vietnam and Malaysia over concerns about the proposed visa fee, while wedding groups delayed payments pending greater certainty over travel costs.
The cabinet reinstated the 30-day visa exemption on July 14, 2026, pending publication in the Royal Gazette, reversing a May 19 decision to move India to a 15-day visa on arrival costing 2,000 baht (US$60). The policy never officially came into effect. Tourism and sports minister Surasak Phancharoenworakul attributed a decline of nearly 20 per cent in Indian arrivals to the confusion. India delivered 2.48 million visitors in 2025, making it Thailand’s third-largest source market.
From left: Shreyash Shah and Vathanachai Chatrirath described the impacts of uncertainty over visa free access to Thailand for the Indian market
Vathanachai Chatrirath, vice president of the Association of Thai Travel Agents and owner of Thai Travel DMC, described the Indian market as “very price sensitive” and said the proposed 2,000 baht fee equated to around 6,000 rupees (US$62) per traveller.
“One family of four travelling would have to pay 24,000 rupees, which is a significant impact to valuable budgets that they could have spent for their vacation,” he said.
Leisure business shifted as uncertainty over the policy lingered, said Akash Pawar, founding member for strategy and new initiatives at Mumbai-based Media Hermits Limited.
“It is still unclear for us, and the budget issues make it a little difficult. Clients then prefer other destinations,” Pawar noted. Leisure groups postponed or switched to other destinations, although weddings were less affected, he added.
Shreyash Shah, commercial director at Destination Hospitality Management, noted the impact at his company was greater on weddings, where contracting for the November-to-March high season typically takes place six to nine months before arrival.
“The impact was quite noticeable in the wedding segment, more than FITs. At (one of the properties that we contract for), we have five weddings on hold right now. Everything was done, all the nitty-gritty on the confirmation, but we never received payment,” Shah underscored.
The revised 30-day visa-free period — down from the 60-day policy introduced in 2024 — is not a concern, he added. Indian weddings typically last three to seven days, while even travellers from the Middle East and Europe rarely stay beyond 10 days.
Higher airfares compounded the uncertainty. Shah said low-cost carriers had suspended flights to India until October because of the Middle East conflict, pushing fares up by around 30 per cent during India’s summer holiday period.
As a result, travellers who might otherwise have diverted to Thailand from the Middle East opted for domestic holidays, Malaysia or Vietnam. Malaysia continued to offer visa-free entry and uninterrupted AirAsia services, while Vietnam charges US$25 for a single-entry visa and US$50 for a multiple-entry visa.
Shah said the Tourism Authority of Thailand and the Ministry of Foreign Affairs should actively communicate the policy reversal through social media, trade media and webinars with Indian travel associations.
“They have to be more proactive to get the business back,” he stated.
He expects arrivals and group business to recover as flight capacity increases and fuel surcharges ease, with airfares already about 10 per cent lower.
“There is no deadline saying they are going to cancel this 30-day visa, so it is optimistic,” Shah concluded. “This will impact the first quarter of 2027, where we can bring business back to pre-uncertainty levels.”
The Singapore Tourism Board (STB) has signed its first strategic partnership with Indonesian carrier TransNusa to strengthen air connectivity between Indonesia and Singapore. The collaboration will leverage TransNusa’s expanding domestic network and operational hubs in Jakarta, Bali and Manado to attract travellers from beyond Indonesia’s major metropolitan gateways.
TransNusa currently operates three daily flights between Jakarta and Singapore, two daily services from Denpasar, and an extensive network across eastern Indonesia.
TransNusa and the STB will jointly promote fares and fly-cruise packages while expanding access to Singapore from secondary cities across Indonesia; photo by Dhini Oktavianti
Speaking at the signing ceremony in Jakarta, Terrence Voon, STB’s executive director for Southeast Asia, said the carrier’s growing presence made it a natural partner.
“We’ve observed that very closely over the past year, with increasing flights to Singapore and increasing frequencies from both Jakarta and Denpasar. This reflects the strong and growing demand for travel to Singapore among Indonesian travellers.”
The one-year partnership will focus on promotional fares and fly-cruise packages developed with StarCruises. The packages combine flights with a short stay in Singapore before passengers embark on a regional cruise.
Voon said the initiative aims to make travel more affordable while introducing new experiences “not just in Jakarta but beyond”.
To drive regional traffic, TransNusa plans to connect secondary cities through its main hubs before onward travel to Singapore.
Bernard Francis, aviation group CEO of TransNusa, said the airline aims to build more than just a point-to-point market between Indonesia and Singapore. Leveraging its network across eastern Indonesia, including destinations such as Waingapu, Wakatobi, Lombok and Bima, TransNusa plans to use its hubs as gateways to connect travellers from across the region to Singapore.
The Malaysia Budget & Business Hotel Association (MyBHA) has signed three memoranda of understanding (MoUs) with Thai tourism and business organisations to strengthen bilateral tourism cooperation in conjunction with Visit Malaysia 2026 (VM2026).
The agreements were signed with the Thai Travel Agents Association, the Thai Medical and Wellness Tourism Association and CHG Global Organization during the Visit Malaysia 2026 Seminar & Networking Session organised by Tourism Malaysia Bangkok.
Michiel: the tourism industry today requires strategic partnerships rather than isolated efforts
In a statement, MyBHA president Sri Ganesh Michiel said the partnerships support the objectives of VM2026 while creating new business opportunities between the two countries.
“These partnerships establish a long-term framework for collaboration between Malaysia and Thailand that will create greater business opportunities, increase tourist arrivals, strengthen industry networking and enhance the competitiveness of both countries’ tourism and hospitality sectors.”
According to Michiel, the agreements will connect MyBHA member hotels with Thai travel agencies, positioning Malaysia’s budget and business hotels as preferred accommodation providers for Thai visitors while creating reciprocal opportunities for Malaysian travellers visiting Thailand.
Under the MoUs, the organisations will collaborate on tourism exchanges, business networking, joint promotions, exhibitions and conferences, market intelligence sharing, research and advocacy, and initiatives to support the sustainable growth of the tourism and hospitality sectors in both countries.
“The tourism industry today requires strategic partnerships rather than isolated efforts. Through these agreements, we are creating a sustainable ecosystem where hotels, travel agencies, wellness providers, investors and business organisations can work together to generate mutual economic growth,” Michiel added.
Fairmont Hotels & Resorts will expand its presence in Japan with the opening of Fairmont Niseko, a 165-room luxury resort scheduled to welcome guests in early 2028.
Developed in partnership with J-Will Partners, the property will be set within 3.6 hectares of forest between Mount Yotei and Mount Annupuri, providing access to Niseko’s ski slopes, golf courses and outdoor attractions.
Fairmont Niseko will open in early 2028, offering 165 rooms between Mount Yotei and Mount Annupuri
Facilities will include two restaurants, a spa and wellness centre, kids’ club and onsen.
Fairmont Niseko will become the brand’s second property in Japan, following the opening of Fairmont Tokyo in 2025.
The development comes as access to Niseko continues to improve. The planned extension of the Hokkaido Shinkansen, due for completion in 2038, will connect Kutchan Station with Sapporo Station in about 25 minutes. Growing international services at New Chitose Airport are also expected to support inbound tourism to the region.
Omer Acar, CEO, Fairmont Hotels & Resorts, said: “Niseko’s international renown for its exceptional powder snow makes it one of the world’s premier luxury ski destinations, attracting enthusiasts from across the globe.
“Fairmont Niseko will be an exciting new landmark, marking our second property in Japan following the opening of Fairmont Tokyo last year.”
Accommodation type remains the most-used search filter on Agoda, but travellers across Asia are increasingly prioritising booking flexibility when choosing where to stay, according to the online travel platform.
Based on accommodation searches between January 1 and April 15, 2026, Agoda found that accommodation type accounted for 19% of all filter use across 10 Asian markets. Free cancellation and pay-at-hotel options were also among the platform’s 10 most-used search filters, reflecting growing demand for greater flexibility and control over travel plans.
Agoda search data shows travellers across Asia are increasingly prioritising flexible booking and payment options alongside accommodation type
The data also indicates that travellers are refining searches based on practical features, including bed types, parking facilities and proximity to public transport, suggesting accommodation choices are increasingly influenced by individual travel needs.
Agoda said the findings highlight the importance for accommodation providers of clearly presenting property information, amenities and booking policies to improve visibility and conversion.
The findings suggest accommodation providers may benefit from offering flexible cancellation policies and payment options, maintaining accurate property listings, and tailoring content to the preferences of different source markets.
The analysis is based on Agoda accommodation searches made by travellers from India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam.
Andrew Smith, senior vice president, supply, Agoda, said: “Search filters can reveal what travellers want to know before they book whether that’s the right accommodation type, greater flexibility or confidence in the quality of a stay.
“For accommodation providers, these insights can be a roadmap for meeting evolving traveller expectations. Properties that make their value proposition clear, highlight the amenities guests care about most, and reduce booking friction will be better positioned to increase visibility, encourage conversion in an increasingly competitive market.”
Villa Le Corail, A Gran Meliá Hotel in Nha Trang has introduced Wellness by the Sea, a new collection of treatments at Song Spa aimed at improving sleep, restoring balance and easing fatigue.
The programme is built around Song Spa’s philosophy of wellness inspired by the life cycle of a coral reef, with guest experiences following four stages: grounding, awakening, blooming and legacy. It combines four elements – gentle movement, mindfulness, relaxation and nutrition that supports better sleep.
Villa Le Corail’s new Wellness by the Sea programme combines sleep-focused therapies, thermal wellness and mindfulness, while supporting coral restoration in Nha Trang Bay
Guests can choose between two programmes. The three-hour Sleep & Serenity Ritual is offered in the morning, afternoon or evening, combining Yin Yoga, sound therapy, aromatherapy and a herbal tea ritual. Sessions are tailored to help guests recover from travel, reduce stress, improve focus or prepare for sleep, depending on the time of day.
For a more comprehensive experience, the six-hour Sleep Recovery Journey includes stretching and breathwork, access to a Turkish Hammam, Japanese-style hot seawater onsens and a cold plunge pool, followed by a 90-minute treatment incorporating Vietnamese techniques. The programme also includes meals designed to support sleep and concludes with Yoga Nidra.
Villa Le Corail has also linked the programme to its marine conservation efforts. In partnership with marine biology organisation Avatar, one coral fragment is planted on the resort’s house reef for every wellness treatment booked.
The Sleep & Serenity Ritual is priced from 4,500,000 dong (US$171), while the Sleep Recovery Journey starts from 6,500,000 dong.
In 2026, the province of Udon Thani – located on a plateau 187m above sea level and home to the Phu Pan mountain range and the Songkhram River – is bridging ancient and modern civilisation while leading tourism growth in Thailand’s north-east.
Udon Thani’s greatest claim to fame is its archaeological heritage, most notably the UNESCO-recognised village of Ban Chiang. The historic settlement is widely regarded as one of the world’s earliest Bronze Age civilisations, dating back more than 5,000 years.
Udon Thani’s famed Red Lotus Sea at Nong Han Lake with its pink tropical water lily blooms (Nymphaeaceae) was recently the backdrop for the TAT’s Feel All the Feelings, Seeking Thailand’s Wonders campaign; Photo by Tourism Authority of Thailand
Today, driven by a combination of cultural interest and preparations for the upcoming World Horticultural Expo, the province is developing into a major tourism destination.
Udon Thani is also strengthening its international connectivity through expanded aviation links.
The province has launched direct charter flights from Chinese cities including Yiwu, Wuxi, Kunming and Guangzhou, bringing in groups of visitors each week. Udon Thani International Airport has expanded its ability to handle the increase in traffic, while future route development is targeting Singapore.
As a result, Udon Thani now ranks first in the Isan region for international tourism revenue, generating 933 million baht from foreign visitors. The province has welcomed more than 1.36 million visitors year to date, generating 3.5 billion baht in tourism revenue.
“To capitalise on this momentum, the TAT (Tourism Authority of Thailand) Shanghai office has secured long-term flight programmes to maintain continuous international arrivals, carrying this influx directly into the upcoming Udon Thani International Horticultural Expo. Ultimately, this sustained tourism growth is translating into tangible economic benefits for local residents, community enterprises, and OTOP entrepreneurs who are now directly accessing a lucrative international market,” said Kanokwan Dungsrikaew, director of TAT Udon Thani Office.
Momentum in early 2026 has also been supported by the Tourism Authority of Thailand’s Feel All the Feelings, Seeking Thailand’s Wonders campaign.
The campaign, led by Amazing Thailand ambassador Lalisa Manobal – popularly known as Lisa, a singer and actress based in South Korea – has driven increased interest in secondary destinations.
One of the main beneficiaries has been Udon Thani’s Red Lotus Sea at Nong Han Lake, known for its pink tropical water lilies. Traditionally popular with domestic visitors, the attraction has seen a significant shift in visitor demographics. Between December 2025 and January 2026, it welcomed more than 50,300 visitors, with international tourists accounting for 48.27 per cent of arrivals. This was the first time international visitor numbers approached domestic levels, prompting TAT to forecast at least 120,000 visitors during the latest blooming season, which runs from early December to the end of February.
Udon Thani is also known for its local textiles, particularly Pha Khid silk. Visitors can explore the Ban Na Kha fabric market or Chanruen Nakha tailor to purchase traditional Isan attire. Both locations are around 30 minutes by road from Udon Thani International Airport.
Wat Pa Phu Kon is known for its aqua-blue roofs and a 20m reclining Buddha carved from white Carrara marble imported from Italy
Events such as the annual Udon City Fest and the May 2026 Mind the Gap art festival further showcase the province’s cultural scene.
Attention is now turning to the Udon Thani International Horticultural Expo 2026, which will run for 134 days from November 1, 2026, to March 14, 2027.
Operating under the theme Diversity of Life: Connecting people, water, and plants for sustainable living, the Expo is projected to generate more than 32 billion baht in economic value and attract up to 3.6 million visitors.
As of May 2026, infrastructure development at the Nong Daeng wetlands site was 71 per cent complete. Beyond the event itself, the project is intended to leave a long-term legacy through a public park, corporate and international gardens, and business events facilities.
To support the Expo, the Thailand Convention and Exhibition Bureau has launched the Udon Thani: Gateway to a New World programme, bringing together airlines, hotels and local tourism partners to create integrated travel packages for international visitors.
Inbound travel partners have also developed products targeting different traveller segments.
These include the Thai Ecotourism and Adventure Travel Association’s Green Wonder Journey, Udon Plus Circle by the Domestic Travel Business Association, and the Thailand Incentive and Convention Association’s Meet the World at Udon package. The programmes are designed to support bookings and encourage longer stays in the Isan region.
Centara Udon, one of the city’s key accommodation and business event venues, is expected to play a role during the Expo period.
The 259-room hotel, which opened in 2009 and underwent renovations in 2023, will host the IV International Symposium on Tropical and Subtropical Ornamentals in January 2027, alongside the Expo.
