TTG Asia
Asia/Singapore Saturday, 25th April 2026
Page 815

HKTB taps K-drama fever for destination promotion

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The Hong Kong Tourism Board (HKTB) has signed a three-year MoU with South Korean entertainment giant CJ ENM to promote Hong Kong as a travel destination through Korean dramas and variety TV shows.

This marks the first-of-its-kind partnership between an NTO and CJ ENM, which will see locations in Hong Kong featured in a variety of shows made by CJ ENM from 2022 until 2024. CJ ENM’s original content is currently available across more than 200 countries.

HKTB’s YK Pang (right) witnessed the virtual signing of the MoU between HKTB’s Dane Cheng and CJ ENM’s Lee Sang Moo (not pictured)

When travel restrictions ease, Hong Kong scenes will be filmed as backdrops for a range of drama and variety programmes made by CJ ENM, which is behind popular K-dramas and variety shows like Crash Landing On You, Goblin: The Lonely and Great God, Hospital Playlist, and New Journey to the West.

Under the tie-up, the two partners will work closely to create synergy, including providing advice on locations and the aspects of Hong Kong culture to be featured in each programme.

HKTB chairman YK Pang witnessed the virtual signing of the MoU between HKTB executive director Dane Cheng and CJ ENM Entertainment Division executive vice president for ad sales and partnerships Lee Sang Moo.

Pang said that the partnership “will help reinforce Hong Kong’s status as one of the world’s most exciting and interesting destinations when international travel resumes”.

He added: “We anticipate competition for tourists will be intense once the pandemic is over, and the HKTB is therefore getting a head start to secure influential media partners for maintaining Hong Kong’s visibility.”

Qatar Airways reaffirms stand against wildlife trafficking

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ACI World steers airports towards sustainable recovery

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Jetstar Asia plots return to Australian skies

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A challenged recovery: Too many differences in Asia spoil the broth

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The month of September has brought Asia’s travel and tourism industry some improved developments – mostly stemming from governments deciding to take a positive step towards reopening their borders for tourism.

Singapore’s all-purpose Vaccinated Travel Lanes (VTL) with Germany and Brunei kicked off on September 8. The first day of applications on September 1 attracted 735 applications from Germany and 20 from Brunei – a mix of short- and long-term pass holders. More encouragingly, the VTL announcement spurred a lively revival of outbound travel plans, with leisure travel and incentive programme specialists welcoming a spike in enquiries for travel as early as 4Q2021.

Malaysia finally gets the green light for domestic tourism resumption, with Langkawi leading the way. Some 2,500 fully vaccinated tourists from Kuala Lumpur arrived on the island when it reopened on September 16.

Thailand already has Phuket and Khao Lak reopened to fully vaccinated international travellers, with Bangkok, Chiang Mai and Pattaya lined up and ready to do the same.

Indonesia and Cambodia have plans to reopen some regions to fully vaccinated international travellers before the year is over – Bali and Bintan are on the cards for Indonesia while Cambodia has yet to unveil official plans. Still, hopes are up because Cambodia will host the ASEAN Tourism Forum in January 2022, with an in-person show component, which means tourism reopening will have to begin somehow and soon.

Vietnam will pilot a vaccine passport programme for international visitors to Phu Quoc island towards the end of 2021.

As Asia inches towards tourism resumption, destination promotions are picking up. The Philippine Tourism Promotions Board, Tourism Authority of Thailand and the Japan National Tourism Organization are among the most active in the region, driving renewed communications aimed at the travelling public as well as trade buyers.

However, it is clear that the region is reopening far slower compared to other major tourism regions such as Europe and the US. This is despite Asia being the first region in the world to take Covid-19 seriously and to respond with practical and strict containment measures.

Many obstacles remain: differing pace of national vaccination, which impacts the extent of activity resumption; differing list of recognised vaccines; differing travel restrictions that continue to change with every new wave of infection and add to travellers’ confusion; and differing political stance on pandemic management, which has ruined potential travel green lanes.

Asia is one region but every nation is different in many ways, which makes a mutually agreed upon travel restart strategy challenging to achieve. In November 2020, South-east Asian leaders said they would establish an ASEAN travel corridor to facilitate essential travel within the region. Months on, that bubble is still in discussion.

While intra-Asia travel was once a critical economic driver, Asia’s slow reopening may force tourism recovery to lean towards intra-region travel instead, changing how destinations determine their post-lockdown source markets and impacting the success of many trade events here that rely heavily on the presence of Asian buyers.

Karen Yue is group editor of TTG Asia Media. She sets the editorial direction for the company’s stable of travel trade titles and platforms, and produces content for them as well.

Trafalgar, Costsaver expand repertoire of sustainable tourism offerings

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Create Memorable Shanghai moments with Radisson

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Emirates first airline to implement IATA Travel Pass across six continents

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Airbus scraps A380 superjumbo jet as sales slump, the last straw being Emirates pullout

Emirates has become the first airline to implement the International Air Transport Association’s (IATA) Travel Pass on six continents as it rolls out the digital health pass to customers at all its destinations.

The IATA Travel Pass app allows passengers to manage their Covid-19 travel documentation digitally – from receiving test results and vaccination certificates directly from authorised labs and test centres, to securely sharing these documents with authorities and airlines to facilitate travel.

Following pilot trails in April, Emirates has implemented the IATA Travel Pass across its global network

Following successful trials in April on select routes from its Dubai hub, Emirates gradually expanded the IATA Travel Pass pilot to customers on 12 routes in June and the airline has now signed a contract with IATA to implement the solution across its global network.

Currently available to Emirates customers travelling from 50 cities, the rollout across all 120+ Emirates destinations is expected to be completed by October.

Carnival Corp to restart over 50% of fleet capacity by October

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WTTC sets out Net Zero Roadmap for travel and tourism

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