For MICE professionals, a great deal goes into the planning and execution of a successful event, and the team behind Singapore MICE Forum 2025 certainly pulled it off.

But what is unique to the event’s third live run in the post-COVID period is that this was no longer just a MICE event, but a business event geared towards MICE professionals, one that would help broaden their perspectives and, in turn, lead to the evolution of the way events are done in Singapore and beyond.

SMF 2025 co-chair Adeline Lim shared: “Bringing in professionals from fields outside of the MICE experience was intentional. We’d like people to come and hear the insights shared from the outside. What they do next with the information they received during the forum is entirely up to them.”

Indeed, there is a great deal that MICE professionals could pick up from fields as diverse as sport and sports coverage, even heading straight to food and beverage and hospitality, many of which have interacted with or required the services of events experts.

As the event has drawn to a close, we at Travel Daily Media share with you, our readers, the various key concepts presented throughout the course of SMF 2025.

Lessons from the field

Broaden your horizons and keep an open mind

The beauty of this year’s SMF was how the majority of panellists weren’t from the MICE sector, but came instead from fields as far off as haute couture and comedy productions in order to show professionals a different way of doing things.

Keeping an open mind also means becoming flexible, thus becoming more capable of dealing with evolving situations, especially given the uncertainty of today’s world.

Flexible thinking also trains individuals and organisations to think fast on their feet, especially necessary in the event that they encounter situations wherein they need to come up with solutions on the fly.

While the brand is important, the people behind the brand are more important

When it comes to events, building a recognisable brand that works is the key to ensure audience recall, as well as longevity.

Think about it: the Oscars are one, the Olympics are another; in the contemporary context, we also have the likes of Paris Fashion Week and San Diego Comic-Con.

But people tend to forget that these events weren’t exactly a flash in the pan: they were built up over time by people who dedicated themselves to make them work.

So, why not humanise a brand to make it more approachable, relatable, and memorable?

MICE professionals can make this possible by sharing behind-the-scenes looks at their events on social media or build excitement up prior to an event with talking heads teasing the insights they intend to share onstage.

This enables core audiences to appreciate the amount of effort that goes into bringing an event to life on top of building brand image and recall.

Leverage the power of technology

Love it or hate it, artificial intelligence (AI) is most probably here to stay; so why not get some good use out of it in the context of MICE?

AI’s applications for events are manifold: while admittedly imperfect, the technology can be used to transcribe oral interviews and panel discussions which, at the end of the event, may be condensed into an official summary for dissemination to participants via the official event website or social media accounts.

At major international events like the Macau International Travel Expo and ITB China earlier this year, AI was also put to work for automatic translation: an especially useful addition given the global audience in attendance, many of whom had little to no understanding of the local lingua franca.

Likewise, we are already seeing the extensive use of QR codes for fielding questions for speakers, holding polls throughout the duration of a session and revealing results as they come in, and getting post-event feedback from participants.

Hardware matters when it comes to connectivity

The necessary equipment for staging events now goes beyond microphones, projectors, sound systems, and lighting.

Aside from projection screens on which to flash a speaker’s presentation, today’s events go the extra mile and offer live broadcast studios for podcasters and content creators, enabling them to share their experiences from the floor to their followers in real time.

This aspect was an offshoot of the pandemic and led to the development of hybrid events, further expanding the scope of MICE in the post-pandemic era as they bring events to those who may not be able to attend in person.

On a more mundane level, placing tablets with pre-installed applications or relevant content for the use of event participants also helps in boosting onsite interactivity.

Make the most of your online presence

I have personally noticed, particularly among corporate events in Asia, that related social media accounts tend to seem underutilised.

Most of the time, social media tends to be used for pre-event marketing; hype-building, so to speak.

However, MICE professionals should not discount the ability of their socials to amplify the total impact of their event.

Thanks to app functions like Instagram Live and Facebook Live, organisers have the ability to bring a wider audience base to where the action is currently happening.

At the same time, recordings posted after an event (even immediately after a session) can boost follower engagement on so many different levels, depending on whether these are full-length video footage or more easily digestible snippets or reels.

Also, while they may be temporary, short-form stories posted on social media also give viewers the opportunity to be at an event if only for a fleeting moment; add a poll related to the content, and the event’s engagement stands to grow at a significant rate.

On to the next one…

The post-mortem of any event is the time when both organisers and suppliers can look back and see the minutiae, so to speak, of what just came to pass.

This part of the event brings up participant feedback, and this should always be interpreted in a positive light; a challenge, to be exact, to make the next event better.

Indeed, as the organisers of SMF 2025 put it: the feedback, the notes, and the learnings are all there; what you as organisers, suppliers, or even participants do with all that is entirely up to you.

Thailand’s Ministry of Tourism and Sports launched a new three-video series showcasing  the country’s travel safety and assistance on Wednesday, 14th January.

The initiative aims to strengthen traveller confidence through relatable, real-life situations.

The short-form videos highlight how the Tourist Assistance Center and Tourism and Sports Volunteers support visitors when unexpected challenges arise, from finding their way in unfamiliar surroundings to recovering misplaced belongings and receiving timely help when it matters most. 

The three-video series is being rolled out sequentially across digital platforms, forming part of the Ministry of Tourism and Sports’ ongoing efforts to enhance travel confidence, safety awareness, and positive perceptions of Thailand as a welcoming and secure destination for global travellers.

Everyday moments

Presented through human, everyday moments and voices from travellers of different nationalities, the series reflects Thailand’s long-standing reputation for warmth, care, and hospitality.

Developed for international audiences and digital platforms, the initiative reinforces Thailand’s readiness to support travellers throughout their journey, ensuring peace of mind alongside memorable travel experiences. 

The videos underline the role of the Tourist Assistance Center as a reliable point of contact, available to assist visitors wherever they travel in the country.

Global travel wholesaler PKFARE announced a strategic partnership with Indonesian low-cost carrier Citilink earlier today, 16th January. 

Through this direct connection, PKFARE’s more than 2,000 travel seller clients will access Citilink’s full content, including ancillary and branded fares, at competitive prices, while Citilink will broaden its global distribution reach with integrity control.

Citilink sales and distribution group head Emir Bustamam said of the partnership: “Indonesia’s inbound tourism market rebounded strongly in 2025, with continued growth driven by travelers from APAC and Europe. PKFARE’s strong distribution presence in these regions enables us to better capture inbound demand, while maintaining distribution control and content integrity aligned with our commercial strategy.”

PKFARE founder and president Jason Song added: “We are delighted to partner with Citilink to support its global distribution growth. This collaboration enables our travel seller clients to offer more competitive and diverse flight options across Indonesia and Southeast Asia. By strengthening direct airline partnerships, we continue to deliver better pricing, improved service quality, and integrity-assured content.”

Citilink has established itself as a major force in Indonesia’s domestic aviation market, serving as a vital connector for affordable air travel across more than 50 domestic destinations. 

Building on its strong domestic foundation, the airline is also expanding its footprint across Southeast Asia and beyond, capturing rising inbound demand as Indonesia continues to see strong tourism recovery.

The Federation of Filipino Chinese Chambers of Commerce and Industry Inc (FFCCCII) welcomed the Philippine government’s 14-day visa-free entry policy for Chinese nationals earlier today, 16th January.

As of today, Chinese nationals planning to visit the Philippines for tourism and business purposes are allowed to enter the country visa-free for 14 days.

This reform comes less than three months after the resumption of the e-Visa for Chinese nationals in November.

A decisive move

In a statement, the business group hailed the program as a decisive and progressive reform which essentially puts the Philippines in a strategic position to attract the Chinese market in Southeast Asia.

According to FFCCCII president Victor Lim: “Chinese outbound travel is on track to surpass the pre-pandemic peak of 155 million journeys and projected to exceed 200 million by 2028. This represents a colossal wave of potential affluent visitors, the world’s biggest tourist source market, whose consumption patterns are actively reshaping global tourism.”

Lim added that the Philippines’ new visa-free policy for Chinese nationals is a critical step to ensure that the country becomes their destination of choice.

Lim said the group will extend its “full and active support” to the government’s tourism agenda, and mobilize its business networks to promote the Philippines “not only to the vast Chinese tourist market but to the world.”

Air Cambodia officially unveiled its refreshed brand identity, including a new logo and aircraft livery at Techo International Airport (KTI), Phnom Penh earlier today, 16th January. 

The new identity system represents the airline’s first comprehensive brand update since 2009 and reflects its renewed vision, ambition, and confidence in long-term expansion. 

Inspired by Cambodia’s national bird, the giant ibis (Tror Yorng), the new logo represents protection, strength, and good fortune. 

Soon to be seen everywhere

The design integrates 18 feathers with aircraft  engine fan blades and an upward 45-degree beak angle, representing power, long-haul capability, and sustained upward growth. 

The new aircraft livery prominently features royal blue, supported by gold, white, and red, highlighting professionalism, Khmer heritage, and warm in-flight hospitality. 

New brand identity standards will be introduced in a phased manner across aircraft, digital platforms, and marketing assets, ensuring operational continuity during the transition. 

Alongside the rebrand, Air Cambodia continues to strengthen its fleet, having inducted new ATR72-600 aircraft and confirmed future deliveries of Boeing 737 MAX 8 and COMAC C909 aircraft, underscoring its commitment to regional and international growth. 

In an effort to strengthen the promotion of Sabah in the Vietnamese market, Malaysian tourism officials staged the Sabah Tourism Destination & B2B Forum in Ho Chi Minh City on Monday, 12th January. 

The event was jointly organised by the Sabah Tourism Board (STB), Tourism Malaysia Ho Chi Minh City office, and the Sabah Enhanced Travel Innovation Association (SETIA), creating a direct networking platform for Sabah-based tourism businesses and Vietnamese travel partners.

The forum brought together 21 delegates representing 18 tourism companies from Sabah, participating in table-top B2B sessions with partners in Ho Chi Minh City, opening doors for new travel packages, joint promotions, and stronger partnerships to boost visitor arrivals from Vietnam to Sabah.

Delivering the opening remarks, Tourism Malaysia’s director in Vietnam Amirah Nadiah Mazlan declared: “Through today’s networking session, Malaysia aims to expand collaboration with the Vietnamese market and position Sabah as an increasingly familiar destination for Vietnamese travellers. With its strength in nature, authentic local experiences, and a strong commitment to sustainable tourism development, Sabah is ready to work closely with Vietnamese partners to develop strategic, long-term tourism products that meet the needs of modern travellers.”

What’s driving international travel between Malaysia and Vietnam

Enhanced air connectivity remains vital for tourism growth between Malaysia and Vietnam. 

With AirAsia operating direct flights from Ho Chi Minh City to Kota Kinabalu within just over two hours, this seamless link not only makes Sabah more accessible to Vietnamese travellers but also empowers tourism businesses on both sides to create short-haul, flexible, and attractive travel products.

Sharing insights on Sabah’s approach to the Vietnamese market, STB chief executive Julinus Jeffry Jimit opined: “Vietnam is recognised as one of Sabah’s most promising emerging markets. By fostering direct connections among industry players, we aim to expand our partnership network and build sustainable, long-term collaborations with Vietnamese tourism partners.”

Through the event, the Sabah Tourism Board also shared updates on its preparations for the upcoming strategic milestone Visit Sabah Year 2027. 

Under the new thematic Explore Sabah: Naturally Inspiring, Beyond Ordinary, Sabah seeks to strengthen its role as one of Malaysia’s leading destinations for nature-based tourism, adventure travel, and indigenous cultural experiences, while complementing the broader objectives of Visit Malaysia 2026 (VM2026). 

Sabah is also expected to become a strategic destination partner for Vietnamese travel businesses, offering fresh and distinctive travel experiences for Vietnamese visitors in the coming years.

STB also reaffirmed its commitment to sustainable tourism development, ensuring a balanced approach between economic growth, environmental conservation and community well-being. Community-based tourism (CoBT) remains a key pillar of this strategy.

Concert tourism became a major buzzword throughout Asia in 2025 thanks to a number of global celebrities putting regional capitals on their world tour maps.

With acts like Coldplay, Lady Gaga, and Taylor Swift booking gigs in major Asian cities, avid fans from throughout the globe are booking flights and accommodations all for even the barest glimpse of their idols and be a part in their own small way of music history.

That surging wave of interest has proven profitable for the regional travel and hospitality sectors, given how Grand View Research sees Asian concert tourism growing at a compound annual growth rate (CAGR) of 17.8 percent till 2030.

While the total revenues for 2025 have yet to be tallied, the regional industry generated revenues totalling over US$19.9 billion at the end of 2024.

Subsequently, concert tourism in Asia stands to be worth a staggering US$85.8 billion by 2033; this is achievable as early as now given how global supergroups like BTS and regional acts like Blackpink and BINI have announced tour dates and venues running well into 2027.

But why is Asia becoming a magnet for global concert tourism, and will the region be able to sustain the momentum?

That’s what we’re going to dive into in today’s Travel Daily Media report.

Concert tourism’s roots in history and societal development

If we go by history, concerts and music festivals as a draw for tourists are actually ancient history for Asia.

As far back as 1046BC, court musicians, especially those with a penchant for composition, performed for nobles and commons alike at public demonstrations of their art.

The opening of global trade routes also meant that musicians who were inclined to travel could bring the act of performance to other nations as a way of sharing their art with the world.

Fast forward to more contemporary times, we can date this surge in the popularity of concert tourism to around 2023, just as the world began reopening its doors post-pandemic.

Concert tourism in this context may have well been spurred on by the concept of revenge tourism people making up for the three years they were housebound and grounded by following their favourite singers and bands anywhere in the world.

Strategic partnerships for maximum impact

Sustained momentum for concert tourism in Asia has been driven by partnerships established between online travel agencies and both regional and global concert promoters and event management companies.

Consider the partnership between promoter Live Nation Asia and Trip.com: this tie-up gives fans the opportunity to snag tickets well before the actual date of public sale, along with reasonable rates for flights, hotel stays, and even attractions if they choose to roam around the destination prior to or after the concert.

At the same time, if somewhat controversial, national governments and their respective tourism boards are actively courting individual acts to get them to perform in their countries.

One good example for this is Thailand: it may be recalled that the Tourism Authority of Thailand (TAT) designated 2025 as the Amazing Thailand Grand Tourism and Sports Year, a development that led to major events like Tomorrowland in the country, thus boosting tourist arrival numbers, online searches, and bookings

Indeed, global K-pop girl-group Blackpink’s two-night DEADLINE World Tour stop in Bangkok in October led to a 130 percent surge in online searches for accommodations, driven mostly by Thai-born member Lalisa “LISA” Manobal.

It will also be recalled that Singapore raised eyebrows among its peers in ASEAN for bagging the biggest plum of all in the concern scene: the exclusive right to host the only Asian leg of pop star Taylor Swift’s ERAS World Tour.

While it may have ruffled feathers throughout Southeast Asia, this strategic move on the part of the Singaporean government proved to be a boon for the country’s tourism, netting over US$450 million in hospitality and tourism revenue as of 2nd December 2025.

As a result, countries like Indonesia and the Philippines are scrambling to get a piece of the proverbial pie, and this has resulted in both countries appearing on the map for the 2026-2027 BTS World Tour and the latter serving as venue for the final stops of the event.

It is to be surmised that this will drive bookings for flights, accommodations, as well as attractions to these countries from now until the first quarter of 2027.

The why behind Asia’s soaring popularity as a concert hub

But why exactly is Asia becoming the region to keep an eye on in terms of concert tourism?

There are actually several aspects working in the continent’s favour:

• Infrastructure Being a major player in the global MICE sector, it’s no secret that virtually every Asian country has at least two major venues big enough to host even concerts of the biggest possible scale. From the Philippine Arena which hosted the Manila stop of U2’s 2019 global tour to Singapore’s massive National Stadium, regional venues have capacity, facilities, and even technically-trained personnel to help pull off massive musical endeavours;
• Interregional travel Another advantage of Asia as a venue is that those resident in the region often don’t need to apply for a visa in the event that they book to watch a concert in a neighbouring country. Also, for countries that do require a visa for entry, it is actually much easier to apply and be approved for one well before the event. It should be noted that up to 63 percent of Asian travellers cross borders to attend concerts and similar events;
• Industrial partnerships Event management and ticketing companies actively tie-up with OTAs throughout the region to give avid fans the opportunity to be part of the action through discounts for event tickets or the privilege of buying tickets well before they’re made available to the general public. At the same time, sponsorships with airlines and hotels also serve as targeted campaigns;
• Massive markets Both Eastern and Western artists enjoy massive fanbases within Asia, as seen in revenues earned from merchandise sold online as well as fan club and streaming platform subscriptions. Japan and Korea, both of which have had global reach in terms of popular culture, have both earned tremendously both in-country and on a regional basis; and
• Event experts abound Asia has no shortage of concert impresarios who pull out all the stops when it comes to sets, pyrotechnics, and special effects to turn simple performances into impressive spectacles. The roster currently includes Hong Kong’s Harris Ho, Japan’s Jun Matsumoto, Paolo Valenciano in the Philippines, and Lenny Wee in Singapore.

With all that said, one thing is certain: Asia is rolling out the red carpet for global music’s biggest names, and fans are more than willing to troop over and enjoy the show.

Air India has announced the deployment of its newly delivered B787-9 aircraft on the Mumbai-Frankfurt route, starting 1 February 2026. This marks the airline’s first line-fit B787-9, specifically made for Air India, featuring upgraded cabin interiors designed to enhance passenger comfort.

The introduction of the B787-9 is a significant development for Air India’s operations on this popular international route. The aircraft is equipped with state-of-the-art amenities, promising a more comfortable and efficient travel experience for passengers. This move is part of Air India’s broader strategy to modernise its fleet and improve service quality.

The B787-9, known for its fuel efficiency and advanced technology, is expected to offer a smoother and quieter flight. The new cabin interiors are designed to provide increased comfort, with features such as improved seating and enhanced in-flight entertainment options.

Air India’s decision to deploy the B787-9 on the Mumbai-Frankfurt route underscores its commitment to providing high-quality service on key international routes. The airline aims to attract more passengers by offering a superior travel experience, which could potentially increase its market share in the competitive aviation industry.

As Air India continues to expand and modernise its fleet, passengers can expect further enhancements in service and comfort on other routes in the future.
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Indian Hotels Company (IHCL), India’s largest hospitality firm, has announced the acquisition of a 51% stake in Brij Hospitality, the parent company of the boutique brand Brij. This strategic move, revealed on 15 January 2026, aims to bolster IHCL’s presence in India’s burgeoning leisure tourism sector by integrating Brij’s unique offerings into its diverse portfolio.

Puneet Chhatwal, Managing Director and CEO of IHCL, highlighted the growing demand for experiential leisure driven by increased disposable income and discretionary spending in India. “We are delighted to extend our partnership with the Clarks Group by furthering the marketing and distribution alliance to a majority shareholding in Brij Hotels,” he stated. This acquisition positions IHCL as a leader in key cultural, spiritual, and wildlife destinations, expanding its reach to offbeat locations such as Jaipur, Varanasi, and Goa.

Brij Hotels, known for its immersive and culturally rich experiences, currently operates 22 hotels with 11 more in the pipeline. Co-founders Udit Kumar and Anant Apurv Kumar expressed enthusiasm about the partnership, noting that it aligns with Brij’s mission to celebrate India’s cultural diversity. They aim to create a global Indian boutique hospitality brand by combining IHCL’s tradition of excellence with Brij’s design-led approach.

With this acquisition, IHCL’s portfolio now includes 610 hotels, with 253 more in development, as part of its Accelerate 2030 strategy. This expansion underscores IHCL’s commitment to enhancing its leadership in India’s leisure tourism market.
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Seclude Hotels has launched Seclude Hampi 1800, a six-bedroom royal heritage residence in Sandur, providing an intimate experience in one of India’s most historically rich regions. Situated near the UNESCO World Heritage Site of Hampi, this property marks Seclude’s entry into a destination renowned for its monuments but often lacking in distinctive accommodation options.

Originally a residence of the Royal family of Sandur, Seclude Hampi 1800 has been meticulously restored, preserving its original character. The residence features original carved artefacts, paintings, and brass pieces belonging to the royal family, seamlessly integrated into the restored spaces to maintain the home’s historical essence. Set amidst palm-lined gardens and built in the traditional architectural style of the region, the property offers a serene retreat whilst remaining accessible to Hampi’s temples, bazaars, and historic ruins.

Each of the six rooms is uniquely named, reflecting local history and culture. For instance, the Bazaar Yellow room is inspired by the historic Hampi Bazaar, whilst the Lotus Pink room draws from the sacred lotus associated with Lord Vishnu, highlighting Hampi’s spiritual heritage.

Ramit Sethi, Founder of Seclude Hotels, stated, “We chose Sandur because it reflects what Seclude stands for — offbeat destinations with a strong sense of story.” Rohit Sethi, also a Founder, added, “Our vision was not to convert it into a hotel, but to allow guests to experience it as a living heritage space.”

With Hampi 1800, Seclude Hotels continues to expand its portfolio of heritage homes, focusing on cultural context, thoughtful restoration, and understated hospitality, offering travellers a unique sense of place.
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