Air France KLM has appointed Steven van Wijk as general manager Greater China, effective August 1, 2025. He will be responsible for overseeing four destinations – Beijing, Shanghai, Hong Kong and Taipei – from his base in Beijing.
van Wijk brings over 15 years of experience in the aviation industry to the role, having joined KLM Royal Dutch Airlines in 2007. He has held multiple key positions, including roles in the KLM Network department and the commercial division of Air France-KLM.
He was most recently commercial director for Air France KLM in the UK and Ireland.
Singapore sights and locations have been trending high on social media across May and June, riding on the massive global fanbase of two members from Korean boyband BTS.
Released on May 16, a three-minute, 25-second music video for Jin’s English song, Don’t Say You Love Me, the main track off his second solo album Echo, which was also released on the same day, shows the popular artist and his love interest, an established South Korean actress Shin Se-kyung, interacting around eight landmarks in Singapore.
The lobby of Anantara Bophut Koh Samui Resort was among various hotel locations featured in The White Lotus season three
Besides well-known tourist locations like National Gallery and Gardens by the Bay, the music video also featured locations that are relatively less prominent, but no less unique in their own way – the rooftop carpark of Goldhill Plaza, which is known for its unique circular design; Emerald Hill at night, which is home to a cluster of preserved Chinese Baroque shophouses; and Keng Eng Kee Seafood, a local restaurant listed in the Michelin Guide.
In just five days, the Don’t Say You Love Me music video has acquired 10 million views on YouTube as of the evening of May 21. At press time on June 19, viewership crossed the 19-million mark.
Fellow BTS member, J-Hope, who did two sell-out solo concerts in Singapore April 26 and 27, also put Singapore sights in the spotlight when he posted an Instagram Reel of himself enjoying Singapore Botanic Gardens, Sentosa Sensoryscape, Alkaff Bridge, and digging into a popular local breakfast of half-boiled eggs and kaya toasts at Ya Kun Kaya Toast and an elaborate dish at one-Michelin-starred Waku Ghin. The itinerary, part of his world tour stop in Singapore, was created in collaboration with STB.
The Reel on J-Hope’s official Instagram page has 29.5 million views and 101,000 shares at press time.
Commenting on Jin’s music video collaboration, Serene Tan, executive director – North Asia, Singapore Tourism Board (STB), said it was a “unique opportunity to showcase Singapore’s culture, nature, and architecture through a charming blend with Jin’s music”.
“We hope that people around the world will come to see and experience Singapore from a new perspective through the music video,” Tan added.
Singapore is not the only destination that has chosen to make its marketing campaign ‘pop’ with the power of global influencers.
More than 8,000km away, the marketing gurus at Tourism New Zealand (TNZ) recently jumped on the Minecraft bandwagon and launched the world’s first fully playable destination New Zealand in the game world.
In collaboration with Warner Bros Pictures and Mojang Studios as well as 11 mana whenua indigenous Maori groups and the tourism industry, TNZ created a destination DLC (downloadable content) for Minecraft that features six local locations, including Waitomo Caves (Waikato), Rotorua (Bay of Plenty), Kapiti Island (Wellington), Abel Tasman (Nelson/Tasman), Tekapo (Mackenzie), and Doubtful Sound (Fiordland). Game players and potential visitors are invited to experience a range of real-world activities in the DLC, such as paddling a waka in Abel Tasman, exploring glow-worm caves in Waitomo, or stargazing in Tekapo.
The DLC was launched alongside the April release of A Minecraft Movie, starring Jason Momoa and Jack Black, and filmed in New Zealand.
With widespread appeal and over 300 million copies sold, Minecraft is the best-selling video game of all time. The partnership enables TNZ to connect with 70 per cent of its primary target audience in key markets who actively engage with Minecraft, making it a powerful tool for global engagement.
TNZ chief executive René de Monchy, expects this activity to attracting NZ$50 million (US$29.7 million) in visitor spend this year and generate NZ$50 million in equivalent advertising value via media and social media exposure.
These headline-grabbing destination marketing collaborations follow on the heels of another pop culture effect. The third season of the popular HBO series, The White Lotus, which was filmed in Thailand, drove tourism interest and arrivals.
Not only did the Tourism Authority of Thailand produce a dedicated film microsite to offer visitors a virtual journey through Koh Samui, Phuket, and Bangkok, which were featured in the series, it also partnered fashion label 3.1 Phillip Lim to launch a limited edition collection of outfits and accessories that are said to be “ideal for visiting Thailand’s vibrant temples, walking through the country’s infamous night markets, or simply looking effortlessly while exploring its bustling streets and serene landscapes”.
J-Hope shows off Singapore sights in his Instagram Reel
Business realisation
It is one thing to boost a destination’s reputation and inspire travel through pop culture, and another to convert ideas into actual tourism business.
TNZ’s Minecraft campaign is certainly more than a marketing gimmick – it boasts business conversion power, enabled by an integration of bookable Minecraft-inspired itineraries with travel agent partners. Klook has integrated Minecraft products into its Klook NZ Pass while Trip.com is promoting Minecraft-inspired itineraries.
Gregg Wafelbakker, general manager Asia with TNZ, told TTG Asia: “Often, when we achieve earned media to build awareness for New Zealand, it is difficult to convert attention into actual bookings. So, we built bookable itineraries that feature some of those iconic experiences in the DLC.”
The DLC initiative also leverages the reach of travel and tourism KOLs, who have been invited to play the game and then immerse in real-life versions of the activities across New Zealand.
“Our work with Minecraft does not just target gamers. The campaign reaches beyond gamers through lifestyle influencers. Minecraft was just the hook,” stated Wafelbakker.
STB has leveraged other celebrities in its destination marketing efforts, such as Coldplay and Charlie Puth. To maximise the business impact of such destination exposures, STB promotes content on its official social media platforms to sustain interest and encourage travel.
Tan added: “Featuring Singapore in content by global celebrities helps drive travel consideration by tapping into the set-jetting trend, where fans are inspired to visit locations associated with their favourite artists. Also, by showcasing behind-the-scenes content, travel tips, and suggested itineraries of artists, we help turn destination inspiration into actionable plans.”
Banking on attention around The White Lotus series, private sector tourism players in Thailand swiftly rolled out film-inspired holiday packages for fans.
Three Anantara resorts, which were used as film locations, came together to offer series fans the Lotus Awakening Escape package for stays at Anantara Lawana Koh Samui Resort, Anantara Mai Khao Phuket Villas, and Anantara Bophut Koh Samui Resort.
Banyan Tree Samui introduced Sense of the Sea, a custom-built speedboat offering private charters and day trips to nearby islands, including film locations. According to general manager Remko Kroesen, there has been a marked increase in interest to visit the marine destinations featuring in the show via these speedboat tours.
“We are constantly being asked about the film locations, especially the stunning islets, white beaches and sapphire waters of Mu Ang Thong Marine Park, which is possibly the epitome of paradise. Our Sense of the Sea tour takes in all of that scenery and visitors generally find it an awe-inspiring experience,” said Kroesen.
Rotorua’s famous geysers are featured in New Zealand’s playable downloadable content for Minecraft
Set-jetting reach
Lavinia Rajaram, Asia travel expert and director of public relations at Expedia Group, recalled the influential power of an earlier season of The White Lotus.
When The White Lotus season 2 went on screens in October 2022, Expedia recorded a 300 per cent increase in searches all over the world for San Domenico Palace, Taormina, A Four Seasons Hotel and Sicily, where the series was set and filmed.
A “similar frenzy” for Thailand was expected with season 3. As soon as Koh Samui was announced in January 2024 as the film location for the latest season set for a February 2025 premiere, Expedia saw searches for the resort destination shoot up 80 per cent. Searches for neighbouring Thai destinations, like Bangkok and Phuket, also spiked.
While films have always shaped travel dreams, Rajaram said their influence has expanded on the back of governments and tourism authorities becoming more strategic about their use of such media content to achieve tourism goals. Furthermore, social media has enabled a wider and stronger push of films and related content across the world.
Expedia identified the set-jetting trend in 2022, and travellers’ desire to visit the locations featured in their favourite dramas and movies has continued to grow 16 per cent year-on-year.
“In our research, two-thirds of travellers say movies, streaming services and TV shows have influenced their travel choices,” Rajaram added.
Concert power
Concerts have also played a key role in boosting destination reputation and tourism earnings.
Since reopening to international tourism, Macau has hosted a range of concerts that contribute to the city’s live events scene. Integrated resorts compete on star power, from Andy Lau to Andrea Bocelli.
The concert economy is now one of the key pillars supporting the diversification of Macau’s tourism offerings. Macau’s 240 concerts throughout 2023 brought in around 1.1 billion patacas (US$137 million) in ticket sales.
Pamela Chan, managing director of Taipa Village Destination, said concerts are contributing to a thriving Macau. She observes that concerts are bringing a “strong influx of visitors” to Macau and ringing the tills for retailers, restaurant operators, and small businesses in the community.
She shared that some local businesses in Taipa Village are creative with maximising star power when they descend on Macau. Some would organise fans gatherings, using shop entrances and props to entice photo opportunities and drive up merchandise sales.
Pull factor
Of all the vehicles of pop culture, which has a stronger pull factor?
Rajaram believes that each of them – games, films, music videos, concerts and event sports events – “have their own pull power in travel and tourism, and each engages with a different demographic of travellers”.
However, she believes that concerts tend to materialise short trips, as concert-goers visit mainly for the performance while TV tourism has the potential to encourage longer stays, as fans not only visit film locations but also book activities and hotels where their idols had done, visited or stayed at.
Kroesen also sees strong and lasting power from film placements. He said: “We can assume that many viewers will watch the show at a later date, and that bodes well for later in the year when vacationers look to escape the winter months in Europe and the US.
“However, it is worth pointing out that for many years both the local people of Koh Samui and the Thai tourism authorities have worked together successfully to implement a long-term goal of developing Koh Samui as a luxury sustainable island-destination. A decade ago, this might have been seen as over-ambitious, but the reality is that it is coming to fruition now. I am confident that Koh Samui tourism will continue to flourish in this way in the coming years, well after The White Lotus effect has worn off.”
TAT governor Thapanee Kiatpaibool presents the TAT's Strategic Direction for 2026 during the agency's annual press briefing at the QSNCC on July 21, 2025.
(Photo Credit: Tourism Authority of Thailand (TAT))
The Tourism Authority of Thailand (TAT) has unveiled its strategic direction for 2026 under the theme, Value is the New Volume, marking a pivotal shift toward quality, sustainability, and emotional storytelling as core pillars of the country’s tourism future.
Speaking at the TAT Strategic Direction 2026 press conference at Queen Sirikit National Convention Center, TAT governor Thapanee Kiatphaibool shared that 2026 marks the beginning of a fundamental shift towards ‘The New Thailand’ – where tourism success is defined by value, not volume.
Tourism Authority of Thailand’s Thapanee Kiatpaibool details the country’s 2026 strategic direction for tourism at a press conference; photo by Tourism Authority of Thailand
“We will emphasise quality, balance, and long-term growth rooted in genuine experiences for visitors and tangible benefits for Thai communities,” she said.
The strategy rests on four pillars: prioritising value over volume; balancing tourism flows across regions and seasons; advancing creative, thematic tourism; and embedding sustainability as a sector-wide standard.
To achieve this, TAT is sharpening its global focus across key high-potential segments including millennials, gen Z, luxury travellers, and the health and wellness market.
Markets will be prioritised through a three-tier framework, with flagship campaigns targeting China, India, the US, and the Middle East.
Trusted Thailand, a new safety stamp, will be launched in August to reinforce confidence in Thai tourism.
Soft power will be a central force, with cultural assets like Thai food, fashion, spirituality, and festivals featured through the Healing is the New Luxury campaign.
Tomorrowland Thailand 2026 – Asia’s first edition of the iconic music festival – will headline the global events strategy, alongside the Maha Songkran World Water Festival and SEA Games 2025.
TAT will also lead the sector’s shift toward sustainability.
Earlier in the afternoon on July 21, it signed a landmark Letter of Intent with 20 public-private partners to accelerate the Sustainable Tourism Goals by 2030.
“As Thailand moves toward becoming a top-10 global tourism economy, we are setting a course that prioritises stewardship of our natural resources, genuine community benefit, and long-term resilience. We’re diving ever deeper into our target segments – looking closely at the segmentation of each market to match each one’s unique needs with Thailand’s product offerings,” Thapanee affirmed.
Thailand’s minister of Tourism and Sports, Sorawong Thienthong, also highlighted in his opening remarks the crucial role of Thailand’s global tourism network, stating: “Being a true salesperson for Thai tourism isn’t just about promoting our own products or activities. Once you take on that role, especially in a foreign market, it demands relentless effort.”
He encouraged the TAT’s overseas offices to adopt a more proactive and collaborative approach in promoting Thailand on the global stage.
“Each of the TAT offices across the globe must actively sell Thailand’s identity and draw in international visitors. And this can’t be done alone – collaboration with every relevant government agency is essential,” he underscored.
More than 3,000 cyclists from over 30 countries are expected to take part in the L’Étape Tour de France – Nutrilite Sun Moon Lake Station when it rolls into Taiwan on October 18, 2025.
The amateur cycling event, part of the L’Étape Series by Tour de France, will mark its first Asian stop of the year at Sun Moon Lake, with a 104km Challenge route and a 29km Classic route starting from the Xiangshan Visitor Center.
Taiwan gears up to welcome L’Étape Tour de France’s first 2025 Asian leg
For the first time, electric-assisted bicycles will be allowed in the competition category. The winner of the 104km Challenge will qualify for the 2026 Tour de France World Championships in France.
Calling Taiwan a global “cycling kingdom”, the Tourism Administration said the international event would further raise the country’s profile among cycling enthusiasts.
Sun Moon Lake previously hosted the event in 2023. Other past Asian editions of the L’Étape Series include Thailand’s Phang Nga (2022), Don Thani (2024), and Malaysia’s Desaru Coast (2022, 2023) and Melaka (2024).
Klook has partnered with Japanese hospitality company Hoshino Resorts to promote travel to regional Japan. The collaboration is intended to ease overcrowding in major cities such as Tokyo, Kyoto and Osaka by encouraging travel to less-visited destinations.
According to Klook’s latest Travel Pulse survey, 63 per cent of Asia-Pacific travellers are looking to avoid crowded destinations and prefer less-travelled areas. Klook’s data also shows growing interest in cities such as Kunigami, Nagakute and Usu, which have seen a recent rise in demand.
From left: Klook’s Wilfred Fan, Hoshino Resorts’s Yoshiharu Hoshino, and Klook Japan’s Wataru Masuda
The increase is attributed to developments such as the opening of the JUNGLIA theme park in Kunigami, continued interest in Ghibli Park in Nagakute, and nature-based tourism in Usu, including volcano treks, scenic trails and open-air hot springs.
Despite growing interest in regional areas, many international visitors face practical challenges such as limited transport coverage, language barriers and a lack of accessible booking options. To address this, the partnership includes Stay+ bundles that combine accommodation at Hoshino Resorts’ KAI ryokans with transport passes such as the JR Pass. These bundles, available through Klook, include instant booking and multilingual support.
The bundles cover 21 KAI properties in areas including Poroto in Hokkaido, Tsugaru in Tohoku, and Okuhida in the Japanese Alps.
The rollout will begin in Taiwan, South-east Asia and South Korea, with additional markets planned.
“Overtourism is a global issue, and Japan feels it strongly,” said Wilfred Fan, chief commercial officer of Klook. “Alongside Hoshino Resorts, we’re committed to promoting sustainable tourism through regional travel, and take this step toward securing the long-term future of Japan’s tourism ecosystem.”
Yoshiharu Hoshino, CEO of Hoshino Resorts added: “By partnering with Klook to integrate accommodation and transportation, we believe we can effectively address the challenge of limited local transportation and attract more travellers to explore various regions of Japan, improving both the visibility and accessibility of local tourism.”
Banyan Group will open its 100th property, Mandai Rainforest Resort, in Singapore this November, marking the occasion with a weeklong celebration and charity festival. The group is also celebrating 20 years in China this year, with five new hotel openings, and will launch its first safari resort, Ubuyu, in Tanzania’s Ruaha National Park in late 2025.
Other developments include new properties in Vietnam, the Philippines, and Madrid, and expanded real estate efforts in Phuket.
Banyan Group will launch its first safari resort, Ubuyu, in Tanzania’s Ruaha National Park in late 2025
In addition, the group also continues to expand its community impact through the Banyan Environmental and Community Fund, launched in partnership with the China Environmental Protection Foundation. A new clean water project in Lijiang will launch this year to mark the 20th anniversary, complementing ongoing initiatives in coral reef restoration, marine protection, and education.
“The first half of 2025 reflects not only the growth of our footprint, but also our belief that hospitality should offer more than just a place to stay,” said Eddy See, president and CEO of Banyan Group. “It’s about something authentic shaped by thoughtful design, cultural depth, and genuine care. As we grow, we remain committed to using travel as a force for positive change and to deepening meaning, not just expanding presence.”
S Hotels & Resorts (SHR) will join Global Hotel Alliance (GHA) through GHA Discovery, a multi-brand loyalty programme operating on a shared technology platform.
GHA represents 45 brands and 850 hotels across 100 countries.
S Hotels & Resorts will launch a new loyalty programme under GHA from this month; SAii Laguna Phuket pictured
From July 2025, SHR will introduce SAii Discovery, its loyalty programme within the GHA Discovery platform. Guests at SAii Laguna Phuket, SAii Phi Phi Island Village, SAii Koh Samui Villas and Santiburi Koh Samui will be eligible for member benefits such as savings, room upgrades, early check-in, late check-out, and access to location-based experiences.
SAii Laguna Phuket, SAii Phi Phi Island Village, and Santiburi Koh Samui are also part of GHA’s Green Collection, which includes properties committed to reducing environmental impact. These hotels are aligned with SHR’s sustainable development strategy, which includes conservation and community engagement efforts.
Michael Marshall, CEO of S Hotels & Resorts, said: “For our valued guests, the partnership offers exclusive member rates, early check-in, late check-out and complimentary room upgrades. With Discovery Dollars (D$), they can earn and spend rewards on their next stay including rooms, experiences, dining and wellness at their convenience, choosing from 850 hotels in 100 countries – all under one seamless loyalty umbrella. The GHA Discovery app further enhances ease and convenience in managing travel experiences.”
“The stunning SAii and Santiburi properties, located in some of Thailand’s most sought-after destinations, are a perfect complement to our alliance. This partnership not only enriches our global collection but also reflects our shared commitment to sustainability and culturally immersive hospitality,” added Chris Hartley, CEO of GHA.
Walk Japan has expanded its tour offerings with two new journeys combining hot springs, regional cuisine, and scenic walking routes.
The first is Onsen Gastronomy: Kiso in Nagano, a guided five-day, four-night tour combining onsen hot spring bathing with regional cuisine in the Kiso Valley. The tour includes visits to Edo-period post towns such as Kiso-Fukushima and Narai, and walks along pilgrimage trails to Mount Ontake. It operates year-round, with activities including alpine cable car rides from spring to autumn and snowshoeing in winter.
The self-guided Izu Wayfarer tour takes adventurers through Kawazu’s coastal trails, hot springs, and cherry-blossom-lined paths; Kawazu Nanadaru bridge, pictured
The second is The Izu Wayfarer, a six-day, five-night self-guided walking tour on the Izu Peninsula, near Tokyo. The route covers coastal trails, onsen hot springs, and historic port towns. Key points include the Jogasaki cliffs, the Odoriko Izu Dancer trail, and sites connected to William Adams and Commodore Perry.
Nikki Beach Hospitality Group has named Yang (Michael) Fan as the new general manager of Nikki Beach Resort & Spa Koh Samui.
Photo by Nikki Beach Hospitality Group
With more than 15 years of experience in the hospitality industry – with roles at Anantara, Rosewood, Banyan Tree, and Angsana – he will oversee the day-to-day operations at Nikki Beach Resort & Spa Koh Samui in his new role.
At the Annual General Meeting of the Maldives Marketing and Public Relations Corporation (MMPRC) on July 15, 2025, chairperson Abdulla Ghiyas announced a significant financial and structural turnaround for the organisation.
He said that just a year ago, the corporation was in deficit and hindered by inefficient systems. Under his leadership, MMPRC, now Visit Maldives Corporation, is demonstrating that strategic reform, fiscal discipline, and a unified industry vision can elevate Maldives tourism to new global heights.
Maldives tourism achieves a historic turnaround through bold reforms and a data-driven approach, boosting global interest and market growth
Ghiyas outlined key achievements in the organisation’s transformation, including a reduction of recurrent expenditure by over 10 per cent and a cut in the budget allocated to trade shows from 80 per cent to 34 per cent, allowing more funds to be directed towards effective initiatives. He also noted a shift in the use of public relations agencies, which had previously been limited to translation and logistics with little accountability. Visit Maldives Corporation is now adopting a results-oriented approach to public relations.
He described Visit Maldives Corporation as a modern, data-driven tourism board focused on delivering measurable results through performance-based campaigns rather than just visibility. Ghiyas reported improved outcomes in key markets, with India showing growth of four per cent after a previous decline of 39 per cent. Google search interest for the Maldives from Europe and Asia had risen by more than 1,000 per cent, signalling a resurgence of global interest.
Highlighting the need for increased destination marketing funding, Ghiyas said: “When we look around the region, our competitors are allocating significantly higher budgets to promote their destinations. In contrast, the Maldives is spending the least among all our main competitors. This is a reality we must approach with caution.”
He added that the corporation was now run by and for the industry, aiming to build a tourism story that Maldivians could be proud of.
He was most recently commercial director for Air France KLM in the UK and Ireland.
