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From classroom to community: University of Baguio leads talks on regenerative tourism at 10th ITHSC

The School of International Hospitality and Tourism Management (SIHTM) of the University of Baguio in the northern Philippines held its tenth annual International Tourism & Hospitality Students’ Conference (ITHSC) on Friday, 20th February, at the Newtown Plaza Hotel and Convention Centre in Baguio City. This year’s conference revolved around the theme From Classroom to Community: Advancing Regenerative Tourism Through Education, and featured speakers highlighting diverse aspects of contemporary travel and tourism. In her opening remarks, Jenelyn Mangagngey-Magpatoc, dean of the UB-SIHTM, declared that the event reaffirms the school’s commitment to ensure that learning will create lasting impact beyond classroom walls to drive the further growth of global tourism, particularly through the concept of regenerative tourism. She said: “Regenerative tourism challenges us to go further than sustainability, to actively explore, nurture, and give back to the communities and environment we serve. Through our curricula, research extension programmes, and student connections, the academic can be a powerful catalyst in advancing this mission.” From cultural preservation to urban accessibility The city of Baguio and the surrounding Mountain Province have long been known for their focus on maintaining the integrity of the natural environment whilst keeping the traditions of its indigenous peoples alive in the present day. In which case, the talk Communities Shaping Tourism, Tourism Sustaining Communities by Rex Alwin Alquisan, mayor of the municipality of Kabayan, Benguet, struck a chord among attendees as he pointed out the challenges involved in preserving indigenous culture, particularly his municipality's famed fire mummies which are the current citizens' most tenuous link to their heritage and which also highlight the disappearing traditions of the Ibaloi people. Moving into more contemporary lines, Dr Philip Z Peckson, dean of the College of Arts and Sciences at the University of Asia & the Pacific in Manila, tackled the concept of Revitalising Cities & Heritage Sites Through Walkability-Based Initiatives which explored how walkability-based initiatives could improve urban tourism as well as heritage site management by way of accessibility and better mobility. Peckson specifically cited the zakkyo [mixed-use structures] common to cities like Tokyo and even Baguio which have long been a measure for urban accessibility as their unique premise of stacking diverse services, including clinics, restaurants, and schools, into a single footprint has helped cities make the most use of available land area and infrastructure. By doing so, urban areas make basic services and facilities more accessible by concentrating them into a single area, as opposed to the horizontal model which forces residents to travel to perform daily tasks. In the third talk, Rowena B Gonnay, co-founder of the Slow Food Community in the neighbouring town of Pasil, cast the spotlight on how the global Slow Food movement has empowered indigenous communities throughout the globe, enabling them to maintain their cultural identity despite ongoing challenges involving destructive modern agricultural methods. Giving the next generation something to think about Travel Daily Media's own Marga Manlapig took to the floor for the fourth talk Responsible Digital Storytelling: Crafting Meaningful Narratives Online which discussed how authenticity and being factural will enable contemporary content creators stand out in an overwhelming content-saturated environment. As she pointed out: "The legitimate travel press, both B2B and B2C, are competing neck and neck with online influencers and key opinion leaders to grab the attention of an incredibly fickle audience. You may think that the online folk are gaining ground as they boast of followers in the thousands, if not millions, and that conventional media will soon be obsolete; but I pose a reality check here for you: which of them is authentic and which of them is meaningful?" Eunkyu "Nick" Chun, membership and youth programme manager for the Pacific Asia Travel Association (PATA) concluded the event with his talk Youth Perspectives: Student-led Initiatives for Regenerative Tourism. During the talk, he emphasised the vital role that younger people, especially students, play when it comes to regenerative tourism; he drove the point further by calling delegates onstage to interact with their peers from other schools in order to devise working concepts on how best to approach both sustainable and regenerative tourism. Chun concluded the event by saying: "It's not about me: it's about you and what you can contribute as students and future professionals in the industry." Why this conference matters Initially staged in 2014, the annual ITHSC at the University of Baguio has sought to address the local and global tourism sector's rapid evolution. As such, it has alwaus focused on five key objectives, namely: To provide a platform for the future workforce to gain insights into regenerative tourism initiatives; To provide insights on innovative solutions addressing sustainability challenges in the tourism and hospitality industry; To display the growing importance of the interrelationship between tourism and networks as an important source of support for the tourism and hospitality industry; To create positive awareness of the interrelationship between tourism and networks as an important source of support; and To strengthen cooperation and camaraderie among hospitality and tourism institutions, educators, and students. In the context of regenerative tourism, Mangagngey-Magpatoc said it best: "Our students are at the heart of this movement. When equipped with the right values, skills, and mindset, they become ambassadors of goodwill, modern-day Samaritans who do not merely observe the needs of the community, but choose to act. Whether through small initiatives or transformative projects, every cautious effort contributes to a more regenerative and compassionate today's economy."

Hospitality sector pivots to “high-yield” model as sports tourism receipts hit record highs

Representative Image The global hospitality industry is abandoning seasonal recovery strategies in favor of a structural pivot toward the "high-yield spectator," as sporting events evolve into the primary engine of national GDPs for 2026. With global tourism receipts approaching historic peaks, destinations are no longer viewing games as mere calendar fixtures, but as multi-billion-dollar "demand generators" capable of commanding record-breaking room rates and extended stays. According to a new analysis by Dr. Guy Llewellyn, Assistant Professor at EHL Hospitality Business School, the 2026 landscape is defined by ten "mega-events" that are fundamentally reshaping spectator demographics. From the $11 billion projected economic impact of the FIFA World Cup in North America to the prestige-driven "cycling tourist" economy of the Tour de France, the roadmap for the year ahead reveals a high-stakes shift in how destinations must compete for the world’s most lucrative travelers. FIFA World Cup (North America 2026) This year's tournament is a historic tri-nation operation spanning 16 cities. With an expanded roster of 48 teams and 104 matches, the event is projected to generate over $11 billion in economic impact. For hospitality providers, the "Follow My Team" travel packages are driving unprecedented long-lead bookings across the U.S., Canada, and Mexico. The 2026 World Cup in the U.S. is expected to draw anywhere between 1 million and 6 million international tourists. Winter Olympics (Milano Cortina 2026) Launching this February, the Games are revitalizing Italy’s alpine economy through a "dispersed hosting" model. This strategy aims to drive a 9.3% year-over-year increase in international arrivals, spreading the €5.3 billion economic windfall across the Lombardy and Veneto regions rather than a single urban center. The 2024 Olympic Games in Paris sold 5 million tickets (out of 10 million) Tour de France (Grand Départ Barcelona) The 2026 race begins in Barcelona, leveraging the city's architectural prestige to draw a high-spending "cycling tourist" demographic. B2B operators are pivoting toward "Experience Tours," where fans pay premium rates (€5,000+) to ride the official Stage 1 and 2 routes just hours before the professional peloton. Over 10 million people come to the roadsides of France alone for the Tour Formula 1 World Championship F1 has transitioned into a global lifestyle brand where the race is often secondary to the networking. Total season attendance in 2025 reached 7 million, the 2026 season is characterized by a "premium-first" approach, with night races in Singapore and Las Vegas driving the world’s highest hotel ADR (Average Daily Rate) during race weekends. Australian Open (Melbourne) Just concluded in January 2026, the 2026 Australian Open drew 1,368,043 fans. The "Opening Week" qualifying sessions have become a standalone revenue giant, doubling their attendance since 2024 and proving that fans will travel and spend even for non-main-draw matches. UEFA European Championship (Legacy Model) While the next tournament is in 2028, the "Germany 2024" model of massive Fan Zones is being adopted for all 2026 mega-events. Destinations are now prioritizing these "non-ticketed" hospitality zones, which captured 5.8 million visitors and generated millions in ancillary F&B revenue. During the UEFA EURO 2024, more than 6 million tickets were sold, and fans were present from more than 190 countries. Additionally, the special Fan Zones welcomed more than 5.8 million visitors US Open (New York City) The 2026 tournament (August 23 – Sept 13) is expanding its "Fan Week" to a full seven-day festival. This strategy aims to capture the 1.1 million+ attendees who now view the tournament as a three-week immersive entertainment experience rather than a traditional two-week tennis bracket. The 2025 US Open received 1,144,562 attendees Wimbledon (London) Wimbledon remains the world’s most exclusive sports tourism draw, prioritizing "tradition as a premium." In 2026, the AELTC is moving forward with its 38-court expansion project, a multi-million-pound investment designed to double on-site capacity and bring qualifying matches to the main grounds by the early 2030s. In 2025, the Championships received a record attendance of 548,770 New York City Marathon The marathon has evolved into New York's "Economic Super Bowl," contributing nearly $1 billion annually to the city. The event attracts over 1 million out-of-towners, with international participants spending an average of $178 million on lodging alone, creating a massive five-borough economic lift. The 2025 edition received at least 2 million spectators Rugby World Cup (Australia 2027 Pre-Sale) As of February 18, 2026, the official pre-sale for the 2027 tournament has launched. This "long-tail" tourism driver is already seeing hundreds of thousands of registrations, as travel agencies bundle 2027 tickets with 2026 "scouting" trips to Australia’s regional tourism hubs. The 2023 World Cup attracted 425,000 international visitors to France

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.”

Tourism revenues hit $2.2 trillion as training gaps threaten future growth

2025 proved to be a banner year for the global tourism industry: the UN’s World Tourism Barometer reported last month international tourist arrivals were up by four percent as of 31st December 2025, clocking in at 1.52 overnight travellers, over 60 million more than the total seen in 2024. Robust demand and increased air connectivity also led to a new record in terms of global tourism revenues: US$2.2 trillion at last count. Despite these positive developments, global tourism is actually struggling to keep up with the vast numbers, and the ongoing human resources crisis facing the industry is the crux of the matter. By crisis, we aren’t exactly talking about a shortfall in staff numbers; though that is part of the equation, the key issue here is the quality of staff coming on board. As education and training have a great deal to do with this, we pose a question to industry professionals: is it time to rethink tourism education on both regional and global levels? An incredibly young and inexperienced workforce Keep this in mind: data from the World Travel & Tourism Council shows that over 50 percent of the global tourism workforce is under the age of 25, meaning that these are mostly fresh graduates, interns, working students of university age, and even high school students covering part-time stints. While some of these youthful employees were adequately trained through their university courses or vocational classes, it is increasingly apparent that the bulk require more training and guidance. Indeed, it is estimated that, by the end of the current decade, over 882,000 tourism workers globally will require more extensive education and training. This could spell potential disaster for tourism as professionals in the industry are required to have an extensive range of skills to handle both front- and back-end operations. Also, a people-centric industry will struggle if its workers do not have the relevant skills and capabilities to handle various situations on an in-situ / in-person basis. Current issues in global tourism education The ongoing shortage in staff numbers notwithstanding, it is becoming increasingly obvious that training and education are the primary issues affecting human resources in tourism. Experts pointed out several pressing matters related to this, with particular emphasis on the following: An obvious gap between existing curricula and shifting industry requirements As a highly dynamic industry, tourism and the related disciplines of commercial aviation and hospitality are evolving at a rapid rate and curricular development at schools struggles to keep up. Indeed, what may be in the syllabus now may actually be obsolete by the time a student graduates and enters the workforce; Rapid technological evolution and adoption Related to the first item, most tourism curricula offered do not include digital skills training or, at the very least, an introduction to the relevant technologies used in practice. Admittedly, some schools in partnership with hotel management firms or airlines give their students an orientation into technologies in use, but not all institutions have such an advantage; The need to incorporate sustainability practices Much like technological training, universities and vocational schools are struggling to incorporate green tourism practices into their existing syllabi, along with the inclusion of concepts related to regenerative tourism, total inclusivity in operations, and environmental management; and The effectiveness of hybrid training modalities Another point to consider is that many tourism professionals who joined the workforce straight out of school between 2022 and 2023 did not have the same level of interactive training as those who graduated before the pandemic. While hybrid learning helped in terms of theory, practice was a different matter: not even the best digital simulations have helped train individuals for the rigours of in-person interaction in the workplace. As pressing as these issues are, one major solution we intend to look into later on is how the public and private sectors can team up to address them and provide long-terms solutions to improve tourism education for a better global workforce.

India-China tourism recovers as bilateral trade hits record $155 billion

Landscape with mountains on the lake named Pagong Tso or Pagong Lake, situated on the border with India and China, Leh, Ladakh, India. one of the world's highest brackish water lakes Tourism between India and China is witnessing a gradual yet meaningful revival, driven by eased visa policies, restored air connectivity, stronger trade engagement and renewed people-to-people exchanges. After several years of limited mobility, both countries are signalling a cautious but clear reset, with tourism emerging as a key bridge of trust amid shifting geopolitical and economic dynamics. This revival comes as India–China bilateral trade touches record highs and travel channels reopen, rebuilding the foundations for tourism growth across leisure, spiritual and business segments. Visa Eased and Restarted One of the most important catalysts has been India’s decision to resume issuing visas to Chinese travellers. Last year, India restarted tourist visas and reopened e-visas for Chinese nationals after nearly five years, sending a strong signal of intent to revive tourism and business exchanges. The impact has been immediate for Indian destinations popular with Chinese visitors. The Mahabodhi Temple in Bodh Gaya remains a major draw for Chinese Buddhists, supported by nearby spiritual sites such as Nalanda, Rajgir and Vaishali. The Golden Triangle of Delhi, Agra and Jaipur also continues to attract strong interest. Historically, Chinese travellers have been significant contributors to India’s foreign tourist arrivals, and their return promises a welcome boost to local economies through sightseeing, shopping, gastronomy and cultural tours. In a reciprocal move, China’s reopening of the Kailash Manasarovar Yatra route to Indian pilgrims has further reinforced improving tourism ties rooted in shared spiritual heritage. Flights Increased Improved air connectivity is accelerating the revival. Flight operations between India and China have resumed, restoring direct links suspended during the pandemic period. Air India has announced plans to resume non-stop services to mainland China, including flights to Shanghai from February 2026. Industry reports indicate that India, China and Southeast Asia are currently driving air travel growth across the region, supported by expanding airline capacity and rising demand. Enhanced connectivity is making travel more convenient and cost-effective, a critical factor in rebuilding tourism volumes and encouraging both leisure and business travel. Trade Improved Tourism revival is unfolding alongside strengthening economic engagement. China remains India’s largest source of merchandise imports, highlighting the depth of bilateral economic interdependence. India–China trade reached a record USD 155.6 billion in 2025, growing over 12 percent year-on-year. The gradual normalisation of ties is partly driven by changing global trade equations, as both countries recalibrate supply chains and regional partnerships. Stronger trade relations typically generate higher business travel, MICE movements and corporate exchanges, all of which support tourism growth and aviation demand. Improved Leisure and Cultural Tourism Leisure travel is also gaining momentum alongside pilgrimage tourism. Indian travellers are rediscovering China’s iconic attractions, including Shanghai’s futuristic skyline and the Bund, Xi’an’s Terracotta Army, and Beijing’s Great Wall and Forbidden City. Emerging destinations are attracting growing interest. Chongqing, known for its dramatic “5D” cyberpunk cityscape, Chengdu with its Giant Panda reserves and Sichuan cuisine, and Zhangjiajie’s mystical mountain landscapes — which inspired the film Avatar — are becoming popular additions to itineraries. On the Indian side, Chinese travellers continue to favour cultural landmarks, heritage sites and curated multi-city experiences, boosting local tourism economies. Stronger Industry and People-to-People Engagement Travel companies and airlines are playing a key role in rebuilding confidence. Indian tour operators have launched expanded China holiday portfolios, while airlines are restoring capacity and routes. Beyond economics, tourism is re-emerging as a channel for cultural dialogue and mutual understanding. Spiritual tourism, cultural exchanges and leisure travel together are helping rebuild trust and revive long-standing civilisational connections. While the recovery remains gradual, the trajectory is clear: India and China are steadily reopening doors — in the skies, at borders and between their people — positioning tourism as a quiet but powerful force in strengthening bilateral ties.

5 nations lead ecotourism charge as sector value hits $295B

With the impact of climate change affecting every part of the globe, the practice of ecotourism is becoming increasingly important. Today, the ecotourism sector is a major growth area for the global tourism industry, its material worth pegged at US$295.83 billion as of end-2025. Indeed, a forecast from Spherical Insights sees the sector growing at a compound annual growth rate (CAGR) of 14.7 percent, bringing its total worth to US$838.5 billion by 2032. Per the most recent report from Fortune Business Insights, the nature and wildlife tourism segment currently holds a major ecotourism market share of 59.23 percent, given the rising interest in conservation tours, safari treks, as well as mountain tourism. But ecotourism isn’t just a matter of taking travellers on a safari or even encouraging them to join coastal clean-ups and similar activities; it involves experiences that will have a lasting positive impact on both travellers and the environment. So, who’s leading the charge here and which destinations truly embody the ethos of ecotourism? Five key destinations Before we get into the five countries blazing the trail for ecotourism, let us first define what exactly is an ecotourism-centric destination. Experts point out that these destinations are defined by several key points: a focus on the conservation of vulnerable or threatened areas; the promotion of environmental sustainability through visitor education; and economic support for local communities. Likewise, such destinations actively minimise their impact on the environment through sustainable, carbon-neutral / low-carbon operations whilst offering immersive experiences that are authentic, nature-centric, and respect local culture. The leading destinations in this sector are as follows: Costa Rica The country that has long embodied the precepts of ecotourism and the one that set the gold standard for sustainable hospitality and tours takes the top spot thanks to its expertly curated national parks, exceptional biodiversity, and the long-running Certificate for Sustainable Tourism (CST) programme; Bhutan The Hermit Kingdom’s tourism sector has a high value, low volume focus that ensures its surroundings remain pristine and its traditions untainted by mass commercialisation. Also, to support initiatives related to sustainability and regenerative tourism, this Himalayan destination charges tourists a sustainable development fee of US$100 per day; New Zealand Regenerative tourism centred on endemic biodiversity and the preservation of indigenous Māori culture have long characterised tourism in the Land of the Long White Cloud. In more recent years, initiatives like the Tiaki Promise seek to preserve the environment for generations to come; Norway Known for its spellbinding scenery of fjords and mountains glittering with snow, Norway is a trailblazer when it comes to green transportation and ecotourism. Given the fragility of its native ecosystems, the Scandinavian nation has worked to prevent its tourism sector from putting undue pressure on the environment, encouraging the use of public transport powered by renewables and implementing eco-centric standards on attractions and accommodations; and Ecuador Home to the Galapagos Islands where Charles Darwin embarked on his studies on species evolution, this Latin American nation boasts of 26 distinctive ecosystems, all of which are actively protected by local and national authorities. The country also prides itself on extensive programmes for environmental education for both locals and travellers, ensuring that everyone understands that we are all part of one world and that we must band together to protect it for future generations.

Indonesia targets $16B in tourism investment as sector hits new peaks

Whenever the world thinks of tourism in Indonesia, it is almost automatic that their thoughts turn to either Bali or Jakarta, the country’s two primary hubs for travellers. But there is a lot more to Indonesian tourism than just paradisiacal getaways or urban adventures; also, Indonesia is giving the global tourism industry much to think about. In this feature, we highlight the growth of the Indonesian tourism sector along with the wisdom it imparts to its peers throughout the globe. Tourism as a socio-economic driver for Indonesia To go by the World Travel & Tourism Council (WTTC)’s 2024 Economic Impact Research report, the tourism sector contributed 4.8 percent to the national economy as of end-2023 and is poised to increase that contribution to around 5.3 percent by 2034. Tourism also generated over 543,000 employment opportunities at the time, bringing its total manpower headcount to approximately 12 million, just 2.3 percent short of the total last seen in 2019. It should also be noted that UN Tourism included ten Indonesian areas in its list of Super Priority Destinations, particularly the heritage sites of Lake Toba and Borubudur, as well as regenerative tourism zones like the Riau Islands. These areas offer significant tourism-centric investment opportunities worth more than US$13 billion. Needless to say that, with its diverse range of cultures and belief systems, Indonesia has something to offer just about everyone. Why Indonesia is so appealing for tourism investment Indonesia drew in US$60 billion in foreign direct investments (FDIs) across various sectors. Tourism received around US$5.6 billion from these FDIs as of end-2024, on top of US$10.5 billion from domestic investors. With this in mind, why exactly are both domestic and foreign investors so willing to put their money into the Indonesian tourism sector? There are actually four reasons why; namely: Constant government support The Indonesian government has long considered tourism a socio-economic growth centre, so it isn’t surprising that it has thrown a great deal of support towards the sector. Indeed, Indonesian tourism boasts of a number of long-term programmes dedicated to destination management, area development, human resource training, as well as related infrastructure; Market diversity Indonesia’s rich tourism landscape caters to every budget, from luxury resorts to eco-lodges and cultural experiences. We have seen these in the backpackers seeking enlightenment in Borubudur, business travellers making their way to Jakarta, Surabaya, Medan, and Bandung; as well as pleasure seekers looking for the ultimate in island luxury in Bali; A skilled workforce In a report from April 2025, the World Bank noted that the Indonesian Tourism Development Priority Programme trained 18,000 participants from 155 tourism villages, areas specifically designated as cultural / heritage zones. This unique initiative helped 65 tourism villages bring development plans to fruition, resulting in greater income and the generation of employment for around 1.2 million individuals. This unique approach likewise builds pride of place among locals, encouraging them to perform their best to make their locations stand out; Emergent niche markets Related to market diversity, there really is something for everybody in Indonesia and the possibilities are endless. Ecotourism and adventure tourism, in particular, are coming to the forefront of the sustainable tourism sector, as Indonesian offerings deliver on the promise of both thrilling experiences and the opportunity to meet local flora and fauna first-hand. Luxury hospitality is also becoming a major draw, with the sub-sector bringing in US$5.2 billion as of end-2025. In an increasingly competitive industry where every country is stepping up its game with regard to tourism offerings, Indonesia has been quieter than most of its regional neighbours. However, that silence should not be construed as absence: indeed, Indonesia is turning the game on its head, playing up its strengths to draw the world into its borders.

Ramadan travel transforms traditions amid a global rise in cultural tourism

With this year’s observance of the holy Muslim month of Ramadan starting this week, it is interesting to note that the holiday has shifted from a quiet period into a more vibrant observance coloured by cultural nuances. For Muslims travelling during the month, and even for those of different faiths travelling to countries where Islam is the majority religion, it serves as an opportunity to experience the traditions observed in different parts of the world. Indeed, contemporary Ramadan travel is now characterised by evening festivities that transform the customary dusk-to-dawn iftar meal into a feast for the senses, along with immersive experiences that bring a touch of local colour to the festivities and pave the way for better cultural understanding. Three trends to keep an eye on As this year’s observance of Ramadan is expected to begin by Thursday, 19th February, and end with Eid al-Fitr on 20th March, observant nations are making the most of winter temperatures as well as shorter fasting hours due to longer nights. Winter wonders Unlike, say, a Ramadan that comes during the height of summer, this year’s observance will see cool and pleasant late winter and early spring weather, particularly in Middle Eastern destinations like Saudi Arabia and the UAE. Cooler weather gives rise to a greater number of outdoor activities, including an interesting new trend for this year: iftar hiking. Word to the wise, however: iftar hiking isn’t really a sporting activity, but more of one rooted in tradition and community spirit as these are a devotional exercise following the post-iftar taraweeh prayers and involve groups made of up to 30 participants. In the UAE, such hikes may be conducted at ranges like Jebel Al Mebrah and Jabal Qada’ah in Fujairah and Ras Al Khaimah. Ramadan nocturne For sporting types, a growing number of cities in Muslim-majority countries have seen a surge in activity between 10 in the evening and around 2am, particularly among fitness centres, gymnasia, and even courts for a variety of sports. In Malaysia and Indonesia, Ramadan nights involve visits to pasar malams (night markets) which offer everything from delectable local dishes and traditional games, to a variety of goods for sale and family-friendly entertainment. A time for promotions One need not be a Muslim to dive deep into the cultural aspects of the season, and many travel agencies and OTAs offer discounted tour packages to key destinations. Likewise, hotels and other forms of accommodation may also offer discounts and rates could drop by as much as 50 percent in the first two weeks of the period. One may also keep an eye out at retailers and dining establishments in destinations observing Ramadan as these, too, offers special menus or discounted items throughout the period. Things to keep in mind Be sure to look into local customs and traditions if travelling to destinations observing Ramadan. It helps to know etiquette regarding dress and behaviour, particularly in public or religious areas; Throughout Ramadan, keep in mind that business hours may be reduced and most restaurants may only open later in the day for the iftar hours. Slower service may also be expected; and Plan your day carefully as the late afternoon hours in Muslim destinations are characterised by heavier traffic as sunset draws near.

Tourism boards ditch mass marketing as digital era shifts focus to authenticity

One of the most pressing issues hitting the global tourism scene in recent weeks involved allegations of self-promotion against Philippine tourism secretary Christina Frasco. Earlier this month, the secretary was summoned by members of the Philippine Senate to respond to these allegations and to explain why the country has failed to hit its tourist arrival targets for two consecutive years despite active, even aggressive, promotion both domestically and overseas. However, the Philippines isn’t the only country pondering why its promotional campaigns aren’t delivering the results it wants. The challenges of the digital age when practically everyone is communicating and transacting online has changed the game and the old methods are no longer up to snuff. In which case, how can tourism boards and travel companies promote themselves more effectively on- and offline? (Not quite) the end of conventional marketing and promotions The experts at Connect Worldwide hit the bullseye when they pointed out how tourism marketing has undergone significant changes within the past half-decade. As they put it: “Old-school tourism marketing was a race to attract the most visitors to your destination by making it look exciting, new and trendy. Today, tourism marketing is more of a balancing act than a numbers game. Its goals and campaigns are more subtle. No destination wants to drop off the map, but gone are the days when the only thing that mattered was numbers.” To put it bluntly, while we can’t really say that it’s less effective than it was in the ‘90s, tourism marketing has become significantly more complex, fragmented, and competitive. This is particularly true now as the overall market mindset is shifting from wanting the same thing as everyone else (mass-marketing) to wanting something that is completely unique to the individual customer (hyperpersonalisation.) With that said, traditional mass-market tactics should no longer be considered in the context of contemporary tourism marketing. Instead, today’s campaigns are built from solid data, social media, and user-generated content; these are also more precisely targeted towards key markets or focus groups. Authenticity is also a major factor that could make or break the success of a campaign, as marketers need to build the public’s trust from a particularly prized destination or an up-and-coming travel service. Not without challenges At the same time, crafting campaigns to attract digital-savvy / tech-centric target markets comes with its own rafter of hurdles. Oversaturation is one such issue, especially given the sheer amount of both broad-spectrum and targeted content posted on visual-centric platforms like Instagram and TikTok. With so many ads, reels, and what have you, both brands and destinations are struggling to stand out, thus developing a unique selling proposition (USP) well beforehand is a must for marketers. Trust is another issue, and it stems more from the proliferation of influencers and key opinion leaders who may opt to do their own thing rather than align themselves with the bigger global players or brands. The presence of influencers also calls into question the authenticity of both campaigns and the brands or destinations they focus on: how much is just hype and how much of it is real? We also return to our previous example with the Philippines: especially in politically-volatile regions, the possibility that tourism promotion could be used for an individual's personal political agenda cannot be ruled out. Now what?!? To be fair, it’s not all doom and gloom; in fact, contemporary tourism marketing is in a position to be more objective and data-driven. The digital age has made it possible for national tourism boards to target audiences which were not previously open to them, expanding their reach and improving the potential for meeting their targets. Indeed, the broad range of digital marketing tools at one’s fingertips allows for better and more accurate targeting, leading to a greater potential for conversions. Data-driven returns on investment (ROIs) have also been made more attainable thanks to tools for tracking engagement, page-clicks, and conversions that enable professionals to monitor campaigns in real time as opposed to waiting for a specific period of time to elapse. As a result, recalibration may be done faster or in a more timely fashion for better results. While these may not necessarily be infallible, they are proof that we have come a long way from the print ads and TVCs of days gone by and the results are well worth it.

Ras Al Khaimah shifts to ecotourism as UAE neighbors focus on ultra-luxury

Mention the name Ras Al Khaimah and most people will draw a blank, completely unaware of this state within the United Arab Emirates. One of the seven states making up the country, Ras Al-Khaimah (often referred to by its abbreviation RAK) tends to be in the background when the emirates of Abu Dhabi and Dubai come to the fore as the nation’s leading destinations. But this could change soon enough: experts see RAK as a destination with a great deal of potential, not just for the Middle East, but for the rest of the Asia Pacific. As a recent Xinhua interview with Ras Al Khaimah Tourism Development Authority (RAKTDA) chief executive Philippa Harrison pointed out, the emirate is currently working on boosting inbound tourism with the goal of tripling visitor numbers by 2030. In today’s feature, we take a closer look at the aces in RAK’s hands with regard to its potential as a destination of choice, covering the bases when it comes to adventure tourism, luxury travel, and ecotourism. Ras Al Khaimah by the numbers To understand what exactly is driving RAK’s tourism authorities to raise the emirate’s profile as a tourist destination, we need to see how well the state’s tourism sector performed in the past year. As of end-2025, Ras Al Khaimah welcomed a total of 1.35 million visitors, significantly higher than the total reported at the end of 2024. Likewise, tourism revenue was up 12 percent from 2024, spurred on by MICE tourism and a year-on-year increase of 25 percent for events staged within the state. Harrison likewise pointed out that the tourism sector enjoys the support of the state government which plans to diversify the area’s hospitality offerings through signings with global brands and doubling the current inventory of 8,700 hotel keys before the end of the decade. It should be noted, however, that tourism only contributes five percent of Ras Al Khaima’s annual gross domestic product (GDP), something that the authorities seek to raise to 25 percent before 2030. While Russia and the United Kingdom are currently RAK's biggest source markets, RAKTDA is in the process of ramping up promotions to draw in travellers from China, India, and the rest of the Asia Pacific, particularly those seeking an alternative to better-known but increasingly crowded luxury destinations. What Ras Al Khaimah has going for it For the most part, those who travel to Ras Al Khaimah are those on the look out for unique experiences that also offer a touch of serenity and relaxation often absent from major destinations. It should also be noted that, unlike Dubai and Abu Dhabi which primarily focus on ultra-luxury, RAK prides itself on being the Nature Emirate. According to RAKTDA vice-president for destination tourism development Iyad Rasbey: “We call ourselves the ‘Nature Emirate’ because we have pristine beaches, vast desert dunes, lush mangroves, and the majestic Hajar Mountains, all within a very short distance. That allows us to offer experiences that you can’t find anywhere else, [and] we truly have a unique landscape that sets us apart, as does our history. We have 7,000 years of continuous human settlement, which is pretty remarkable. That deep cultural heritage is evident in our archaeological sites and traditional villages, which we’re proud of and are committed to preserving and celebrating.” It should also be noted that four sites in RAK are currently on the UNESCO World Heritage Tentative List and state authorities are working to conserve the area’s cultural and historical sites to offer guests a truly immersive experience rooted in the traditions of Arabian hospitality. Furthermore, RAK is the first area anywhere in the Middle East to merit EarthCheck’s Silver Certification as the state’s tourism programmes adhere to the environment, social, and governance (ESG) practices aligned with the United Nations’ 17 Sustainable Development Goals (SDGs). Rasbey also pointed out the state’s successful initiatives for reduced energy consumption, greenhouse gas emissions, and waste output. Indeed, the Responsible RAK programme for hospitality and tourism continues to encourage hotels, tour operators, and transportation providers to earn certification for sustainable practices throughout their operations.

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