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Asia/Singapore Saturday, 27th December 2025
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Page 98

Local experiences, wider reach

By Audrey Ng
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Please share more details on KTO’s strategic direction for inbound tourism for 2025.
KTO’s strategic direction for the year aims to expand and diversify tourism offerings through themed travel such as K-culture, wellness, and sports tourism, and to promote experiential and lifestyle-based travel through immersive programmes that allow travellers to experience Korean daily life and culture.

We are also focusing on strengthening regional tourism beyond Seoul and Busan by promoting the unique attractions in our southern regions of Jeollanam-do and Gyeongsangnam-do.

Meanwhile, we will continue to enhance digital marketing and collaborate with travel agencies and influencers, and hold large-scale public events and B2B platforms to boost industry engagement and promote South Korea as a travel destination.

For MICE, we present South Korea as a tech-savvy and content-rich hub, with smart infrastructure and digital tools. We offer unique venues and K-culture programming for added appeal. Another strategy is to expand MICE hosting cities beyond Seoul to include Daegu, Gwangju, and Busan.

KTO also provides strong institutional support through the Korea MICE Bureau and Korea MICE Alliance, while offering incentive programmes and logistical assistance for organisers.

What target markets in Asia are you looking at and why?
Key markets are Singapore, Malaysia, the Philippines, Thailand, Vietnam, and Indonesia due to strong K-content consumption, increasing outbound travel demand, as well as cultural affinity, air connectivity, and digital engagement levels.

Some of these are also driven by market-specific interests. For example, there is growing demand for medical and wellness tourism from Indonesian travellers, and high interest in e-sports and youth-driven content from travellers from Vietnam.

What are some tourism trends you’ve been noticing about inbound tourism to South Korea?
We have noticed a preference for immersive and local-style travel experiences, which has led to an increase in DIY travel planning, often inspired by social media and influencers.

Niche interests are also rising, with travellers opting for drama location tours, wellness retreats, food trails, hiking, and marathon tourism.

There is also growth in multigenerational travel and purpose-driven tourism, such as cultural education or wellness.

What type of experiences are travellers seeking? Which experiences are popular among travellers from a particular market or age group?
Yes, demand for personalised and unique experiences is rising, especially among Gen Z and millennials.

Popular experiences include K-beauty and styling sessions such as personal colour analysis and makeup lessons; personalised shopping tours with local stylists or guides; visits to drama filming locations and K-pop landmarks; local food experiences such as traditional markets, bakery tours, regional specialties, and cooking classes; medical wellness tourism, including one-day skincare, dental, and vision treatments; and attending live sports events, such as baseball or e-sports tournaments.

What are some initiatives that KTO is doing to attract more travellers to Jeollanam-do and Gyeongsangnam-do?
Jeollanam-do has UNESCO-listed tidal flats, slow travel, and regional food culture, while Gyeongsangnam-do features nature trails, Korean traditional medicine, and historic sites. Another highlight is the city of Gyeongju, which will host the 2025 APEC Summit and is known for its 1,000-year history as South Korea’s ancient capital.

So far, we have worked with travel agencies to develop travel packages, organised media familiarisation trips, and enhanced digital promotions and influencer partnerships.

What are some challenges in attracting people to these regions and what is being done about them?
Awareness of these destinations remains limited, as do transport infrastructure and language support.

Travellers can connect to regional airports before taking the train or bus. They can also use the apps promoted by KTO through the Must-Have Apps in Korea campaign.

This campaign introduces essential mobile applications that allow travellers to conveniently access transportation services and tourism information throughout South Korea.

H World Group enters Laos with four hotel management agreements

By TTG Asia
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H World Group has signed four hotel management agreements in Laos, expanding its presence in South-east Asia as part of its international growth strategy.

The signing ceremony took place in the Laotian capital, Vientiane, on May 29, 2025. The move marks H World’s first venture into Laos and aligns with its asset-light and international expansion approach.

Rendering of JI Hotel by the Mekong River in Vientiane

The new hotels, located in Vientiane and Luang Prabang, are being developed in collaboration with three local investment partners: Lao Kunpeng Industrial Co., Yuting Hotel Investment Management Co., and KP Construction Sole Co. – the developments involve H World’s upper-midscale and midscale brands.

One of the projects, Intercity Hotel Vientiane, is being developed with Lao Kunpeng Industrial Co. It will be located near Wattay International Airport and the Sanjiang area and is scheduled to open in early 2026. A second property, Intercity Hotel Luang Prabang, also backed by Lao Kunpeng Industrial Co., will be situated in the centre of Luang Prabang and is expected to open in 2027.

The third project, JI Hotel Vientiane Mekong Riverside, is being developed by Yuting Hotel Investment Management Co. and will be located along the Mekong River in central Vientiane, due to open in early 2026. This will be the first JI Hotel in Laos and the second in South-east Asia, following the JI Hotel Orchard in Singapore.

The fourth property, Orange Hotel Vientiane International Airport, is being developed by KP Construction Sole Co., located near the airport and the Sanjiang area. Slated to open 3Q2026, this will be the first Orange Hotel to open outside China.

All three partners cited H World’s operational systems and brand structure as factors in the collaboration. The partnership is expected to contribute to the development of hospitality services in Laos.

Zhu Xiaogang, president of H World Asia Pacific, said: “This signing of four hotels in Laos is an important step for H World in promoting localised management and building a deeply rooted network across the region.

“We are confident that these projects in Laos will become the highlights in H World’s development in the region.”

Plaza Premium Group strengthens IT with Amazon Web Services and eCloudvalley

By TTG Asia
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Plaza Premium Group (PPG) is advancing its digital transformation with cloud-native infrastructure. Founded in 1998 and initially focused on airport lounge services, the group now operates more than 1,600 touch points in 150 countries, including hotels, airport dining, concierge services, and loyalty programmes.

To meet operational needs across time zones and improve responsiveness, PPG has built its core systems on Amazon Web Services (AWS). Chief technology officer Prasan Verma said the group has launched several applications to meet changing customer behaviour. Travellers now expect digital services such as QR code check-in, which PPG has integrated into its mobile app.

Plaza Premium Group teams up with AWS and eCloudvalley to streamline digital transformation

The company recently introduced OneTECO (Travel Experience Ecosystem) and Smart Traveller to enhance guest experience across its network. Over the past several years, PPG has focused on cloud-native development to increase deployment speed, flexibility, and reduce costs.

PPG continues to use AWS for its stability, tools, and compliance standards. AWS’s experience with financial sector clients helps PPG meet strict data and security requirements across regions.

The group also works with eCloudvalley, a cloud technology service provider and AWS partner. eCloudvalley supports PPG in selecting tools and solutions aligned with its development roadmap, including multi-cloud environment support.

eCloudvalley’s country manager Joe Kwok highlighted the importance of microservices and containers in application development, allowing easier scaling and modification. He also noted the growing role of AI and large language models in business operations.

Kwok added that companies undergoing digital transformation must focus on cybersecurity and compliance. Selecting cloud providers with industry certifications and proven track records is critical to managing risk.

As the travel sector evolves, companies like PPG invest in technology infrastructure to streamline services, support global operations, and respond to changing customer expectations.

Sentosa celebrates Peranakan heritage with island-wide showcase

By TTG Asia
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Sentosa Development Corporation and Mount Faber Leisure Group have launched Peranakan Reimagined, a showcase running from now to August 31, 2025, across Sentosa in celebration of SG60 and the 10th anniversary of the Sentosa Line cable car.

The showcase explores Peranakan heritage through installations, storytelling, performances, workshops and curated dining. At Sensoryscape, the space has been reimagined with displays designed to engage the senses. A central feature is a 7.2m-tall Peranakan House at Lookout Loop, which serves as a photo spot by day and projection canvas by night. It houses a photo exhibit of Peranakan communities and becomes animated with digital projections after sunset.

Peranakan Reimagined transforms Sentosa into a cultural hub with dining, workshops, a unique cable car design, and installations like the Peranakan House at Lookout Loop, pictured; photo by Sentosa Development Corporation

Nearby, the Field of Beaded Blooms at Tactile Trellis features 198 panels with designs inspired by kasut manek (Peranakan beaded slippers). A pair of oversized slippers lets guests experience the detail of Peranakan beading. At night, a light show projects batik patterns throughout the garden.

Along the Sensoryscape walkway, seating areas have been turned into displays featuring Peranakan icons such as kamcheng jars, wedding baskets and sequinned artworks. These transform visually when seen through a camera lens. Other gardens showcase Peranakan food, clothing, instruments and replicas, inviting guests to explore the culture through a multi-sensory lens.

Live music from Peranakan Sayang and a monthly festive market with themed workshops add to the atmosphere.

Cable car cabins on the Sentosa Line now feature Peranakan-inspired designs, created with input from Baba Alvin Yapp of The Intan Peranakan Home Museum. The designs reference Koon Seng Road’s shophouses and provide an aerial view of the island’s showcase.

To mark the kebaya’s addition to UNESCO’s Intangible Cultural Heritage list, an exhibition at the Sensoryscape Cable Car Station displays eight kebayas by four Singapore designers. Among them is a replica of the kebaya worn in the TV series Emerald Hill – The Little Nyonya Story. Guests can also try on kebayas and browse themed merchandise at the Sentosa Shop @ Sensoryscape.

At Siloso Point Station, two large-scale tiffin carrier sculptures and models of nyonya kueh are on display. Weekend workshops include mini clay kueh-making and embroidery.

Sentosa is also offering promotions and Peranakan-themed activities across the island during the campaign period. Sentosa Islander members can redeem a pair of Sentosa Line cable car tickets with a minimum spend of S$40 (US$29.60) at selected outlets through August 31, 2025.

For more information, visit Peranakan Reimagined.

www.sentosa.com.sg/peranakan

Experience romance at Wyndham Grand Phuket Kalim Bay

By TTG Asia
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Wyndham Grand Phuket Kalim Bay invites couples to immerse themselves in a dreamy escape with its special Two Hearts One Paradise offer, celebrating love with views of the Andaman Sea.

Ideal for honeymooners, anniversaries, or romantic getaways, the package includes five per cent off rooms with private pools (10 per cent off for stays of four nights or more), a complimentary heart-shaped floating breakfast served in guests’ private pools, and a 20 per cent discount on all treatments at ZANA Spa and dining at all resort outlets.

Dive into romance with exclusive offers and serene sea views at Wyndham Grand Phuket Kalim Bay

The offer is valid for bookings and stays until October 31, giving couples the chance to enjoy luxury, privacy, and connection in one of Phuket’s most scenic hideaways.

Nestled in the tranquil hills on Phuket’s west coast, the resort features 194 non-smoking rooms and villas, many with private infinity pools and sweeping sea views. Facilities include a full-service spa and wellness centre, gym, and several dining options.

Couples can enjoy special activities like Thai cooking and cocktail-making classes, day spa treatments, and tours of the hotel’s organic orchard. Popular attractions such as Kamala Beach, Patong Beach, and Old Phuket Town are nearby.

For more information, e-mail Wyndham Grand Phuket Kalim Bay.

Celebrate June wellness at resorts across South-east Asia

By TTG Asia
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June marks a focus on health and wellness across South-east Asia, with hotels and resorts offering guests a range of fitness activities in celebration of Global Wellness Day on June 14 and International Yoga Day on June 21.

Banyan Tree Samui invites guests to enjoy its Wellbeing Sanctuary with a health and fitness programme alongside seaside activities like paddle boarding, snorkelling, and kayaking. On June 14, visitors can join a Tai Chi class to improve balance and flexibility, while a yoga session aimed at strengthening posture is available on June 21.

Banyan Tree Samui offers Tai Chi and yoga classes by the sea to promote balance and flexibility during June’s wellness celebrations

In Vietnam, Alma Resort Cam Ranh offers discounted private yoga sessions and free group classes throughout the week, featuring styles such as Traditional Hatha, Power Yoga, and evening stretching classes that target key muscle groups. A limited-edition yoga t-shirt is also available, bundled with sessions.

Banyan Tree Krabi marks Global Wellness Day with a Design from the Sea workshop for creating jewellery from natural sea materials, followed by a Buddhist-inspired walking meditation. For International Yoga Day, guests can participate in beachfront yoga and singing bowl meditation to promote mindfulness.

At TIA Wellness Resort near Danang, guests can start their day with a guided climb of Marble Mountain, followed by Tai Chi practice and exploration of sacred sites, blending physical activity with cultural elements.

Fusion Resort & Villas Da Nang celebrates the month with outdoor yoga, meditation, and painting meditations, promoting wellbeing and mindfulness. Throughout June, Fusion properties across Vietnam and Thailand offer wellness experiences that balance body, mind, and spirit.

Azerai Ke Ga Bay and Azerai La Residence, Hue, offer a three-day Wellness Journey package featuring spa treatments, yoga, and rituals, set against gardens and colonial heritage.

Meliá Pattaya Hotel offers yoga and Pilates classes at the Yitong Sky Bar, combining fitness with views of the Gulf of Thailand ­– suitable for beginners seeking to improve posture, flexibility, and core strength.

Anam Cam Ranh offers an early morning Hatha yoga and pranayama breathing session on Long Beach, focusing on balance between mind and body through asanas and breathwork.

Together, these resorts provide wellness experiences, inviting guests to embrace healthier lifestyles and find balance during this month of health awareness.

Visit the property websites for more information.

The Westin Singapore supports disability inclusion at Standard Chartered 2025 marathon

By TTG Asia
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The Westin Singapore will support persons with disabilities (PWDs) at this year’s Standard Chartered Singapore Marathon (SCSM), marking its third year as the event’s Official Elite Hotel. PWDs will take part in various race categories on December 6 and 7, running alongside other participants through central Singapore.

SCSM 2025, the region’s only World Athletics Gold Label race, is expected to draw participants from around the world. The 2024 edition attracted over 55,000 runners.

The Westin Singapore marks its third year as Official Elite Hotel of the Standard Chartered Singapore Marathon by championing participation for persons with disabilities

Through a collaboration with the Singapore Disability Sports Council (SDSC) and hotel ambassadors Gregory Burns and Natalie Dau, selected PWDs will receive complimentary race entry. The initiative was announced on June 4 at a launch event attended by partners and guests.

Burns, a former Paralympian and endurance athlete, also unveiled an artwork titled Runners, created to reflect the journey of race participants. The piece will feature on merchandise, with all proceeds supporting the SDSC. Burns noted the importance of normalising disability inclusion in public events, highlighting how sport can serve as a platform for personal growth.

Dau, an ultra-marathon runner and advocate, said the initiative was important for breaking down barriers and enabling broader participation. She recently completed a 1,000km charity run in the Philippines and will be participating in the 10km race at SCSM 2025.

Both ambassadors shared personal stories and training tips at the event, which also included a short run and recovery demonstrations.

The Westin Singapore will continue to host wellness-related sessions in the lead-up to the marathon. It is also offering a marathon package for guests, including early start access, breakfast, and recovery support. Marriott Bonvoy members can access an exclusive package featuring race-day benefits and ambassador meet-and-greet opportunities.

A recovery lounge will also be available at the post-race village at the Padang.

James Walkden, general manager of The Westin Singapore, commented that the hotel was pleased to return as the Official Elite Hotel for the SCSM for a third year. Through the One Race, Many Journeys initiative, he explained that selected para-athletes would receive complimentary race entry as a way to promote inclusion and encourage wider community participation.

SDSC executive director Kelly Fan said they were grateful for the opportunity for persons with disabilities – many of whom would be participating in a race like this for the first time – to join SCSM alongside runners of all abilities. It is also a chance for them to step out of their comfort zone and stay active.

She added: “We hope this inspires more partners to join us in building inclusive platforms that foster strength, resilience, and unity through sport, regardless of ability or background.”

Mandarin Oriental to expand in Malaysia with beachfront resort at Desaru Coast

By TTG Asia
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Mandarin Oriental is set to expand its presence in Malaysia with the rebranding of a luxury resort and private residences in Desaru Coast, Johor. Surrounded by rainforest and fronting the South China Sea, the resort is expected to join the Mandarin Oriental portfolio in June 2025, ahead of a full rebranding as Mandarin Oriental, Desaru Coast in January 2026.

Located along 17km of unspoiled beachfront, the property benefits from its proximity to Kuala Lumpur and Singapore.

Mandarin Oriental is set to rebrand a Desaru Coast resort this month, ahead of its full launch as Mandarin Oriental, Desaru Coast in January 2026

The resort blends tropical modernism with the natural landscape, featuring 44 suites and villas, many with plunge pools and sea or rainforest views. Five dining venues offer global cuisine with local flavours, while a beach club and lounge bar add to the relaxed atmosphere.

Wellness is a central focus, with The Spa at Mandarin Oriental offering Oriental-inspired treatments, a yoga pavilion, gym, salon, and tennis and padel courts. A Kids’ Club with indoor and outdoor facilities enhances the family-friendly appeal.

The resort also offers event spaces and panoramic views for weddings and private gatherings, and is located near the Els Club Desaru Coast, which features championship courses by Ernie Els and Vijay Singh.

Looking ahead, 40 branded residences are planned to provide year-round luxury living with Mandarin Oriental’s signature service.

“Mandarin Oriental, Desaru Coast represents a significant step in our strategic vision to bring the group’s legendary service and crafted experiences, that resonate deeply  with today’s luxury traveller, to new and exceptional locations,” said Laurent Kleitman, group chief executive of Mandarin Oriental.

Karina Ridzuan, interim group CEO of Destination Resorts and Hotels, added: “We are confident this partnership will set a new global benchmark and firmly place Desaru Coast as a destination for luxury travel.”

Aviation roundup: Air Astana, Air New Zealand and more

By TTG Asia
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Air Astana

Air Astana expands network with new flights from Atyrau and Almaty
Air Astana has expanded its international network with several new routes and enhanced partnerships.

On May 27, 2025, the airline inaugurated direct flights from Atyrau to Tbilisi, operating three times weekly on Tuesdays, Fridays, and Sundays. This route strengthens connectivity between western Kazakhstan and Georgia and is expected to attract both leisure and business travellers.

On May 31, 2025, Air Astana launched a new service from Atyrau to Baku, Azerbaijan, also operating three times weekly on Mondays, Wednesdays, and Saturdays. Additionally, on June 1, 2025, Air Astana commenced direct flights from Almaty to Frankfurt using Airbus A321LR aircraft, scheduled on Tuesdays, Thursdays, and Sundays.

This new route complements existing services from Astana and Uralsk to Frankfurt. Air Astana currently operates several international flights from western Kazakhstan, including Uralsk to Frankfurt, and Atyrau to Istanbul, Dubai, and Amsterdam.

The airline has also signed an updated codeshare agreement with Lufthansa for the Almaty-Frankfurt route, enhancing passenger connectivity through both airlines’ networks.

Air New Zealand

Air New Zealand restores jet service to Hamilton from Christchurch
Christchurch is set to strengthen its position as a national hub for business and leisure travel, with Air New Zealand introducing a new year-round domestic jet service between Christchurch and Hamilton from September 18, 2025.

Domestic jet flights will return to Hamilton for the first time in 25 years, with selected services operated by a 171-seat Airbus A320 running five times weekly.

The introduction of the A320 will increase capacity on the route by 14 per cent, adding 25,000 extra seats annually. The jet flights will complement existing ATR 72 turboprop services, providing passengers with more options, greater seat availability and faster travel between two of New Zealand’s key cities.

China Eastern Airlines; photo by Markus Mainka

China Eastern Airlines launches Lanzhou-Kuala Lumpur flight
China Eastern Airlines has launched a new direct route connecting Lanzhou, the capital of Gansu Province in northwest China, to Kuala Lumpur, Malaysia’s capital. This inaugural service marks the first direct air link between Lanzhou and Malaysia and aims to enhance tourism and economic ties between the two countries.

The Lanzhou-Kuala Lumpur route will operate three times weekly using an Airbus A320 aircraft with 156 seats. It complements the existing daily Kunming-Kuala Lumpur flights and provides additional connections via Kunming, expanding access for travellers from key Chinese cities to Malaysia.

The inaugural flight was welcomed at Kuala Lumpur International Airport by Samuel Lee Thai Hung, deputy director general of Tourism Malaysia, along with representatives from China Eastern Airlines, Malaysia Airports Holdings, Tourism Malaysia, and AeroDarat, the airline’s ground handling partner.

T’way Air; photo by Johann Kirby Datoy

T’way Air connects Jeju and Kaohsiung with new direct route
South Korea’s low-cost carrier T’way Air has launched a new Jeju-Kaohsiung service, creating a direct link between Taiwan region’s south and South Korea’s island destination.

Since its inaugural flight on April 22, the service operates four times weekly using Boeing 737-800 aircraft. This route marks T’way Air’s third direct connection between southern Taiwan region and South Korea, joining its Gimpo-Kaohsiung and Incheon-Kaohsiung services.

The airline’s broader Taiwan region-South Korea network also includes Gimpo-Songshan, Jeju-Taipei, Daegu-Taipei, and Incheon-Taichung routes.

Long weekends drive Asia-Pacific travel demand, observes Agoda

By TTG Asia
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Asia’s regular stream of public holidays is supporting steady growth in the Asia-Pacific travel industry, as travellers across the region look to maximise their leisure time. According to Agoda, long weekends are driving a rise in short-stay travel within the region, offering hoteliers a chance to capture increasing demand.

Agoda recorded an 80% month-on-month increase in accommodation searches from Malaysia, Indonesia and Singapore ahead of the Hari Raya long weekend. Top destinations included Japan, Thailand, China, South Korea and Taiwan.

Hoteliers are advised to take advantage of additional public holidays to maximise occupancy and revenue

A similar pattern was observed during Thailand’s Songkran long weekend, with Hong Kong, Osaka, Shanghai and Seoul among the most searched cities. During Vietnam’s recent Liberation Day and Labour Day long weekend, Bangkok, Singapore, Tokyo and Seoul ranked highest in search volume.

Several long weekends remain across Asia-Pacific in 2025, offering ongoing travel opportunities in countries including Malaysia, the Philippines, Singapore, Taiwan, and Thailand. Notable holidays include Deepavali in Malaysia on October 20, the Philippines’ National Heroes Day on August 25, Singapore’s Mid-Autumn Festival on October 6, and multiple significant dates in Thailand such as Queen Suthida’s Birthday in early June and King Vajiralongkorn’s Birthday in late July. These holidays present prime occasions for travellers to take short breaks and for hotels to capture increased demand.

Hotels can tap into rising demand for long weekend and short-stay travel by creating targeted packages that appeal to regional travellers. By aligning offers with public holiday periods and consumer preferences, properties can increase bookings and drive revenue.

Effective strategies include content marketing that highlights local attractions for weekend visitors, launching extended stay deals in partnership with travel platforms, and offering extras like late check-out or attraction tickets. With wellness travel on the rise, hotels can also attract premium guests through curated experiences such as spa retreats and local culinary packages designed for quick getaways.

“The opportunity for hotels and airlines to secure bookings and incentivise travellers to extend their trips and add ancillary items to boost revenue over long weekends has never been greater,” said Andrew Smith, senior vice president of supply, Agoda.

“Hotels should ensure they are using the right data to target the hottest consumers from across the Asia-Pacific region and ensure that their service offerings are tailored to their regional tastes.”

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Sister Publications
TTG Asia TTGmice TTG India TTGssociations TTG Asia Luxury
TTG Asia | Hilton teams up with Explora Journeys to expand loyalty programme to luxury ocean voyages
TTG Asia | PATA Singapore Chapter debuts industry dialogue on hot issues
TTG Asia | JAL steps up sustainable aviation efforts