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Asian sports tourism revenue climbs as region hosts major global sporting events
With the Winter Olympics currently underway in Milano Cortina, Italy, hardcore cold-weather sports fans are making their way over to watch their favourite athletes in action. The Winter Games, of course, aren’t the only events on the global slate at the moment, given how the third round of the Rugby Six Nations Championship is on this weekend and motoring fans are making their way to Australia and Japan in March for two exciting rounds of Grand Prix. This year, a number of Asian nations are set to host some of the most prominent sporting events and this points out a significant development: the continent is rising as a hub for global sports tourism. The Asian sports tourism sector in a nutshell Given how the Olympics began in Greece and the way sports like football and golf kicked off in what used to be the Roman Empire, it is easy to assume that Europe has welcomed sports fans from the world over throughout the centuries. Today, the balance is shifting eastward; but this isn’t really surprising given how sports are a fundamental aspect of culture and tradition throughout the region. Sports tourism, however, is relatively new to the region, but it is a sector that is experiencing rapid growth. As business journalist Craig Lebrau put it in a 2011 op-ed for Pitchero: “The history of sports tourism in Asia is short but the industry has grown rapidly since the 2000s. Sports tourism is predicted to become one of the most lucrative sectors for growth over the next decade and this trend will likely continue.” Indeed, Grand View Research reports that sports tourism in the Asia Pacific earned a cumulative total of US$151.8 million in revenues as of end-2024, and the market is growing at a compound annual growth rate of 19.3 percent. Barring catastrophic regional conflict and natural disasters, this rate will remain constant straight to 2033. A similar study from Fortune Business Insights points out that the Asia Pacific is the third largest sports tourism market in the world, driven primarily by domestic and international sports events that draw in sporting fans and athletes from various nations. The big players in APAC sports tourism To further cite the Fortune Business Insights study, three countries in the region are setting the pace for their peers. China leads the pack as the nation earning the most from the sector: as the broader Chinese sports industry generated over US$700 billion as of end-2025, its sports tourism sector is forecast to be worth around US$55.2 billion by the end of this year. India comes in as the second biggest regional player as its sports industry’s worth is currently pegged at US$19 billion and its sports tourism sector is fuelled constantly by a strong fan economy thanks to stadium tours, fan-meets with popular teams and players, as well as active sports tourism. Growing at a compound rate of 8.9 percent per annum, Japan’s sports tourism sector easily slides into third place, generating revenues worth US$8.9 billion as of end-2024, spurred on by the country’s curated mix of traditional athletic meets and immersive modern travel. Could Southeast Asia become the next sports tourism superpower? With Filipinos and Indonesians all mad about basketball, Singapore all over racquet sports and swimming, and Thailand raising the bar for motorsports and martial arts, the next regional growth centre for sports tourism may well be Southeast Asia. Indeed, with individual nations ramping up their respective sporting venues and facilities, along with training camps for would-be athletes, the regional sector stands to grow over the next several years. Also, given the number of developing nations that are part of the Association of Southeast Asian Nations (ASEAN), sports tourism may serve as a powerful economic driver. According to Preston James IV, director of the School of Management at Hesston College: “Sports tourism brings significant economic benefits, from increased visitor arrivals to job creation and business growth in sectors like hospitality, retail, and local vendors. When Thailand hosted the 2023 Southeast Asian Games, the country saw a major boost in tourism, underlining the importance of sports events in driving economic activity.”
HBX Group to bring MarketHub Asia to the Philippines next year
All roads lead to the Philippines in 2027 as HBX Group announced the country as the venue for the next run of MarketHub Asia. This is the first time that the event will be held in the Philippines and the announcement comes in the wake of MarketHub Asia 2026 in Bali, Indonesia. The sixth edition of HBX’s signature B2B travel tech conference expects to open its doors to around 400 client-partners, thought leaders, primary decision makers, and travel tech innovators from 16 international source markets come the first quarter of next year. A significant choice Chief distribution officer David Amsellem remarked that the Philippines stands out as a market with a great deal for the world to discover. Amsellem said: “There is real depth and diversity here, supported by an ecosystem that is increasingly ready to engage globally. MarketHub Asia 2027 allows us to connect that potential to our worldwide network in a meaningful, structured, and sustainable way.” The selection of the Philippines as host affirms the country’s steady advancement as a competitive Meetings, Incentives, Conferences, and Exhibitions (MICE) destination in Asia. Continued investments in convention infrastructure and event-ready facilities have strengthened the country’s capacity to stage high-level global events. At the same time, the Filipino culture of hospitality, characterized by warmth, professionalism, and attention to detail, adds a distinct human dimension that elevates every gathering into a meaningful and memorable experience.
RateHawk integrates with several major digital wallets in Asia as online payments become the regional norm
B2B travel booking system RateHawk introduces a new digital payment option in Asia through integrations with several digital wallets offered throughout the region. The platform now accepts payments through GCash in the Philippines, TrueMoney in Thailand, TNG in Malaysia, Dana in Indonesia, and AlipayHK for customers in China. RateHawk chose the most popular service for each country, ensuring fast, secure, and convenient transactions tailored to local preferences throughout the region. Besides digital wallets, the platform offers a wide range of payment options ranging from traditional credit cards, wire transfers, and cash payments at check-in, to innovative solutions such as pay-by-link and PayPal. According to RateHawk’s regional director in APAC Erik Akhmetgaliev: “We’ve integrated digital wallets in Asia due to their outstanding popularity among both businesses and consumers. This update enhances payment flexibility, which is essential for travel professionals navigating a fast-moving market and increasingly fragmented customer preferences. At RateHawk, travel agents can easily choose the most convenient format for themselves and their clients.” Optimising use of Asia’s leading payment method Since 2020, digital wallets have emerged as the leading payment method in Asia, particularly within the Asia Pacific (APAC) region. Per recent analyses, digital wallets account for nearly 70 percent of all transactions in APAC, highlighting their rapid adoption and dominance in the regional payments landscape. Akhmetgaliev added: “The integration of digital wallets is part of our regional strategy, focused on developing local solutions and supporting Asian travel professionals in their digital transformation. As we continue to expand our presence across the APAC region, we are committed to delivering relevant solutions tailored to our partners’ needs.”
Railbookers Group names Nick Lim as their vice-president for Asia
Independent rail-centric tour firm Railbookers Group (RBG) announced that Nick Lim is its new vice-president for Asia. In a release issued on Tuesday, 10th February, Lim’s appointment marks a key point in RBG’s ongoing growth and expansion throughout the region. According to president and chief executive Frank Marini: “I am thrilled to bring someone of Nick Lim’s caliber, reputation, and leadership experience to Railbookers Group as we continue our launch in the Asian market. With the global demand of independent rail travel rising, Nick will be instrumental in our ongoing expansion and success in Asia, and I have no doubt he will be successful in the role.” Lim himself remarked that his new appointment was timely, given the surging increase in rail holidays among Asian travellers over the pact couple of years. He said: “I am excited to be at the forefront of this growth with Railbookers Group. As the ultimate expert in all things pertaining to rail holidays across the world, Railbookers’ offerings are there to suit any budget and holiday styles. From luxury to free-and-easy style itineraries, Railbookers opens up a whole new world of travel experiences for the Asian traveller.” Getting to know Nick Lim Longtime Travel Daily Media readers are aware that Lim was most recently the CEO for The Travel Corporation in Asia and takes pride in over 254 years in the industry. Lim has a proven track record in opening and building successful brands in the Asian market, and previously served as general manager in Asia for Norwegian Cruise Line (NCL). As he looks forward to his new post, Lim said: “For our travel agent partners, Railbookers make booking rail holidays effortless by providing one-stop-shop solutions. We remove all the work that goes behind each booking and this allows our partners to focus on growing their business. Our goal is to make selling rail easy and almost overnight, our partners are able to plug into the next 'IN' thing by adding rail holidays to their product range.”
Vietnam Golf Coast Tees Up a Landmark 2026: Central Vietnam’s Rise as Asia’s Premier Golf Destination
Central Vietnam is poised to make 2026 a landmark year for golf tourism, as the Vietnam Golf Coast (VGC) continues its ascent as Asia’s most desirable golfing destination. With its stunning championship courses, expanding international air links, and world-class hospitality, the region is consolidating its status as the ultimate playground for golfers seeking a blend of challenge and luxury. A Decade of Excellence for Ba Na Hills Golf Club A key driver of this momentum is the Ba Na Hills Golf Club, which celebrates its 10th anniversary in 2026. Managed by IMG and designed by Luke Donald, this award-winning course has been crowned Asia’s Best Golf Course five years in a row by the World Golf Awards. General Manager Simon Mees notes that Central Vietnam’s success is entering “a new phase of maturity and international recognition,” as golf travellers increasingly turn to Da Nang for both championship golf and memorable cultural experiences. Ba Na Hills continues to elevate Vietnam’s international prestige, combining a breathtaking mountain setting with impeccable playing conditions and luxurious amenities — a destination where sophistication meets sport. Montgomerie Links: Boutique Golf at Its Finest Equally vital to the Vietnam Golf Coast’s success story, Montgomerie Links Vietnam heads into 2026 from a position of strength, retaining its crown as the most-played course in the Hue–Da Nang region with 17% of the market share. Designed by legendary golfer Colin Montgomerie, this 18-hole championship course offers a boutique experience that merges intimacy, top-tier service, and authentic Vietnamese hospitality. “Our appeal lies in providing a more personal, home‑away‑from‑home setting,” says Le Vo Hoang Van, Club Manager at Montgomerie Links. Golfers enjoy a sense of exclusivity, enhanced by on‑site accommodation, dining, and practice facilities — all designed to create an immersive and relaxing environment. A Line‑Up of Legends The Vietnam Golf Coast is anchored by a remarkable collection of signature courses created by golfing giants, including Sir Nick Faldo, Greg Norman, and Robert Trent Jones Jr. This concentration of elite design talent cements Central Vietnam as one of the world’s most exciting destinations for serious golfers. Connectivity and Culture Strengthen Vietnam’s Appeal 2026 brings an exceptional calendar of events and improved accessibility. Da Nang International Airport continues to expand routes from Australia, New Zealand, Japan, and India, boosting inbound golf tourism. Visitors can align their golf getaways with major events such as the Da Nang International Fireworks Festival (May–July), the Vietnam–Korea Festival, and the Vietnam–Japan Festival later in the year — all offering vibrant cultural immersion alongside world‑class golf. Australia and New Zealand remain key markets, with ongoing promotional efforts through trade shows like the Asia Golf Tourism Convention (AGTC) in Thailand in March 2026, ensuring the Vietnam Golf Coast remains front of mind for travellers seeking premium, long‑haul golf holidays. Conclusion With its combination of globally acclaimed courses like Ba Na Hills Golf Club and Montgomerie Links, strengthened connectivity, and rich cultural offerings, Central Vietnam is confidently teeing off into 2026 as Asia’s premier golf destination. Whether you’re a seasoned golfer or a leisure traveller seeking luxury, the Vietnam Golf Coast promises an unforgettable experience — where every fairway tells a story and every round feels like a celebration.
Robust growth in GCC outbound tourism drives increased Asian participation at ATM 2026
Arabian Travel Market (ATM) 2026, which takes place at the Dubai World Trade Centre on 4-7 May, is projecting a significant increase in exhibitors from Asia-Pacific countries, underpinned by a strong 13.95% compound annual growth rate (CAGR) in participation from Asian exhibitors over the 2024–2026 period. The burgeoning participation from Asian destinations runs in parallel with the continued strong growth of GCC outbound travel to the Asia-Pacific region. Thailand, Malaysia, Singapore, Vietnam, and Japan remain among the most in-demand destinations for Gulf travellers, supported by robust air connectivity and increasingly competitive airfares. Asia-Pacific remains a significant air travel market, with Southeast Asia in particular experiencing significant growth, contributing to a projected 5.9% increase in Middle East air passenger traffic in 2025, according to the Airports Council International (ACI) World’s 2025 global air traffic forecast. This is further compounded by data from the 2025 ATM Travel Trends Report, developed in collaboration with Tourism Economics, an Oxford Economics company, which shows that destinations such as Thailand are set to attract more travellers from the Middle East region as preferences shift and more destination choices open up. “Thailand is the standout performer, as Asia-Pacific takes an even greater share of outbound travel from the Middle East, with over ten million extra tourism nights expected in 2030 compared with current levels, according to our report,” said Danielle Curtis, Exhibition Director ME, Arabian Travel Market. “It is one of the top outbound destinations for the UAE and broader GCC in 2025, with 12% growth year-on-year. Excluding inter-regional travel in the Middle East, Thailand is forecast to capture the second largest volume of outbound leisure nights for the period 2025-2030, with 33%,” she added. Tourism boards from across Asia confirmed for ATM 2026 include the Tourism Authority of Thailand, Hong Kong Tourism Board, Cambodia Tourism Marketing and Promotion Board, Sri Lanka Tourism Promotion Bureau, Korea Tourism Organization, the Ministry of Tourism of the Republic of Indonesia, Brunei Tourism and Visit Maldives Corporation, among many others. Exhibitors already confirmed include Hilton Hotels of Malaysia, Conrad Singapore Orchard, The Garden Hotel Company Ltd. (Guangzhou), Hilton Maldives Amingiri Resort & Spa, ROKU KYOTO, LXR Hotels & Resorts, Six & Six Private Islands, Ayana Hospitality and China Cultural Centre in the UAE, to name a few. A number of factors are driving this upward trend, including increased air connectivity, more affordable travel options, and a growing appetite among GCC travellers for diverse cultural experiences. Asian destinations also benefit from the fact that GCC residents are among the world’s highest-value tourists, spending 11 times the global average when travelling in Asia, according to the research company, Reso. Strengthening economic ties between the Gulf and Asia is further supporting travel flows. Trade between the two regions is projected to reach $802 billion by 2030, according to insights from the global think tank Asia House, which expects the continent to become the Gulf’s largest trading bloc by 2028. To address this topic in more detail, ATM 2026 will feature a panel session on the Global Stage entitled “Asia–GCC Corridor: The Next Great Growth Engine”. Industry experts will examine the broader issue of how and why the GCC’s premium spenders are fuelling one of the world’s most lucrative travel corridors. “ATM supports the wider travel and tourism industry by analysing emerging trends, addressing sector-wide challenges and equipping stakeholders with strategic insights to strengthen existing revenue streams and unlock new ones,” added Curtis. ATM 2026 will also deliver an in-depth exploration of global travel trends, innovations, and growth opportunities through a packed content programme across the Global Stage, Future Stage, and Experience Stage, featuring expert panels, market outlooks, technology showcases, and destination briefings. With the ATM Ultra Luxury Lounge, IBTM @ ATM and the co-located event, ATM Travel Tech, which will have two dedicated halls, ATM 2026 will highlight the industry’s rapid response to shifting traveller expectations and its drive to build deeper connections across the global tourism ecosystem. VIEW ENGLISH VERSION
AirAsia X launches Kuala Lumpur-Bahrain-London route
AirAsia X (AAX) Berhad has announced the launch of a new international route connecting Kuala Lumpur to Bahrain and onwards to London Gatwick, marking a significant step in the airline's global expansion. The announcement was made at a press conference in Bahrain on 12 February 2026, with the new service set to commence on 26 June 2026. The new route, which includes the Bahrain-London sector, is AAX's second Fifth-Freedom route, allowing the airline to extend its reach beyond Asia and into the global budget travel market. This strategic move positions Bahrain as AAX's first global hub, serving as a crucial gateway between Southeast Asia, the Middle East, and Europe. The airline aims to leverage Bahrain's strategic location and robust aviation infrastructure to enhance transit and partnership opportunities. Tony Fernandes, Group CEO of Capital A and Co-founder of AirAsia, highlighted the significance of this development: "This new route not only strengthens our network but also underscores our commitment to providing affordable travel options to a broader audience." The establishment of Bahrain as a strategic hub is expected to boost tourism and economic ties between the regions, offering passengers more travel options and convenience. The KUL-BAH-LGW service is anticipated to attract both leisure and business travellers, further solidifying AirAsia X's presence in the international aviation market This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
AirAsia X selects Bahrain as strategic hub
AirAsia X (AAX) Berhad has announced a pivotal step in its international expansion by designating Bahrain as a strategic hub to enhance connectivity across Asia, the Middle East, Europe, and Australia. This move is part of AAX's broader strategy to extend its medium-haul network beyond Asia, aiming to create a more globally connected long-haul network. The decision follows a Letter of Intent signed on 3 November 2025 between Capital A Berhad and Bahrain’s Ministry of Transportation and Telecommunications. This agreement aims to develop Bahrain as AAX’s Middle East hub, leveraging its strategic location and robust aviation infrastructure. The collaboration is expected to facilitate increased flows of travellers, trade, and tourism across these regions. Bahrain's central position makes it an ideal location for AAX's expansion plans, providing a gateway to multiple continents. This initiative reflects AAX's ambition to establish strategic hubs beyond Southeast Asia, thereby strengthening its global presence and offering enhanced connectivity for its passengers. The establishment of Bahrain as a hub is anticipated to significantly boost the airline's operational capabilities and market reach, aligning with its long-term growth objectives. As AirAsia X continues to expand its network, passengers can expect more travel options and improved access to diverse destinations This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
Railbookers Asia
Singapore Singapore
Thai Air Asia
Thai Airasia and Thai Airasia X Main Warehouse, Sanambin, Don Mueang, Bangkok, Thailand Thailand
Open Asia Travel
173/75 Đường Hoàng Hoa Thám, Ngọc Hà, Ba Đình, Hanoi, Vietnam
GBTA Asia
gbta, South West Street, Alexandria, VA, USA USA
Easia Travel
33 Phạm Ngũ Lão, Phan Chu Trinh, Hoàn Kiếm, Hanoi, Vietnam
BCD Travel Asia
Anson Road, BCD Travel, Singapore Singapore
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