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ASEAN highlights tourism cooperation with counterparts in North Asia

Representatives of member-states of the Association of Southeast Asian Nations met up with their counterparts from China, Japan, and the Republic of Korea at the 48th ASEAN Plus Three National Tourism Organisations Meeting on Tuesday, 27th January. Held at the Nustar Hotel Cebu, this year’s meeting cast the spotlight on the growing impact of cooperation between ASEAN member states and their Northeast Asian partners on regional tourism. The 48th ASEAN Plus Three National Tourism Organizations meeting is part of the ASEAN Tourism Forum, which aims to strengthen ASEAN Plus Three tourism cooperation and support the sector’s continued recovery and growth. Hironobu Nara, deputy commissioner of the Japan Tourism Agency, chaired the meeting which was attended by tourism officials from ASEAN member states, China, Japan, and the Republic of Korea. Collaboration is key Verna C Buensuceso, undersecretary at the Philippine Department of Tourism and head of the Philippine National Tourism Organization, underscored the value of sustained tourism collaboration among the participating countries. She declared in her opening remarks: “Our partnership is not just a collaboration. It is a vital alliance that highlights the profound role of tourism as a catalyst for unity and mutual prosperity.” The undersecretary further urged member states to use the meeting to reinforce their commitment to tourism cooperation and to protect and promote the region’s cultural heritage and natural assets. North Asian travellers boost tourism recovery in Southeast Asia Buensuceso reported that consistent growth in terms of visitor arrivals from China, Japan, and the Republic of Korea throughout 2024 was instrumental to Southeast Asian tourism’s post-pandemic recovery. As of end-2024, ASEAN member-states welcomed over 20 million arrivals from China, more than nine million from the Republic of Korea, as well as three million from Japan. Buensuceso added that tourism remains one of the most dynamic sectors driving the ASEAN economy, as well as a key towards cultural interaction and interregional diplomacy. Central to this cooperation is the ASEAN Plus Three Tourism Cooperation Work Plan, an important framework for dialogue and joint action. It was pointed out that the work plan has helped member-states address shared challenges, enabling them to take advantage of the sector’s emerging opportunities. Buensuceso also acknowledged the contributions of the ASEAN-China Center, ASEAN-Japan Center, and ASEAN-Korea Center in advancing common tourism goals across the region. Looking ahead, she called for a tourism sector that is not only competitive, but also resilient and inclusive. She concluded by saying: “By strengthening our partnerships, we can champion cultural exchange and foster innovation in travel experiences, thereby enhancing the appeal of our destinations to travelers from every corner of the globe.”

Tourism now makes up over 33% of Hainan’s GDP

Tourism has proven itself to be a boon to the Chinese province of Hainan as the industry contributed 33.4 percent to its gross domestic product (GDP) over the past five years. As reported at the annual session of the Hainan Provincial People's Congress, the province received over 100 million tourist visits in 2025, including 1.5 million inbound visitors, up 35.2 percent year on year. In 2025, visa-free arrivals rose 64 percent year on year, the number of international navigation ships leaving and entering ports increased 19.6 percent, and offshore duty-free sales climbed 46.8 percent. A significant expansion in terms of tourism infrastructure Over the last five years, tourism infrastructure and products of China's southernmost province have also seen rapid expansion. It should also be noted that Hainan added two national-level tourist resorts and one new 5A-level scenic area. This year, Hainan will focus on expanding consumption tied to marine, aerospace and rainforest tourism. New measures will be introduced to further stimulate tourism spending, diversify culture, tourism and sports activities, and enhance scenic areas and related services. Authorities also expect total domestic and international tourist visits to grow by around eight percent within the year.

IMTM 2026 to spotlight tourism innovation in Tel Aviv

Picture: Screen Grab The International Mediterranean Tourism Market (IMTM) 2026 is set to take place on 3–4 February at Expo Tel Aviv, bringing together key figures from Israel and the global tourism industry. This prominent event will showcase leading travel destinations, cutting-edge tourism technologies, and emerging industry trends, whilst also hosting international travel journalists courtesy of Israel's Ministry of Tourism. IMTM 2026 aims to foster professional dialogue and international collaboration within the tourism sector. The exhibition will serve as a platform for strengthening partnerships and staying informed about the latest developments in tourism. Notably, this year's event will introduce the Next Generation Tourism Hackathon, a first for IMTM. Organised in partnership with the Israel Association of Tour Organisers and the Fattal Hotel Group, the hackathon will focus on creating innovative, tech-driven solutions tailored for Generation Z travellers. The event underscores Israel's position as a forward-thinking tourism destination and a hub for innovation and international cooperation. By highlighting new ideas and technologies, IMTM 2026 seeks to shape the future of tourism and enhance Israel's role as a regional leader in the industry. ```

Intrepid Travel pledges CA$500,000 for Indigenous tourism

Intrepid Travel, the world's largest adventure travel company, has announced a significant partnership with the Indigenous Tourism Association of Canada (ITAC), committing CA$500,000 over the next five years to bolster Indigenous tourism across the country. This collaboration aims to increase Indigenous-led experiences in Intrepid's Canadian itineraries, with a target of 75% inclusion by the end of 2026 and a long-term goal of 100%. The partnership was unveiled at IMPACT, a leading conference on sustainability and innovation in tourism, held in Victoria, British Columbia. Christian Wolters, President of Canada at Intrepid Travel, emphasised the initiative's goal: "Every traveller who visits Canada with Intrepid should leave with a deeper connection and understanding of Indigenous culture." Keith Henry, CEO and President of ITAC, highlighted the challenges faced by Indigenous-led businesses, such as limited funding and infrastructure. He stated, "Partnerships like this create tangible opportunities and ensure communities gain direct economic and cultural benefits." The collaboration focuses on two main areas: development and promotion. Intrepid will invest CA$50,000 annually into the Indigenous Tourism of Canada Destination Fund to support ITAC's development of Indigenous-led tourism businesses. Additionally, another CA$50,000 will be allocated annually for promoting Indigenous tourism through media trips, advertising, and influencer partnerships. This initiative is part of Intrepid Travel's broader expansion plans in Canada, which include opening a new operational hub in Squamish, British Columbia, in 2026. As a certified B Corp, Intrepid Travel continues to champion responsible and community-based tourism globally, offering over 100 Indigenous community experiences worldwide. ```

Qatar Tourism reports resilient growth in 2025

Representative Image: Aerial view of west bay doha skyline. Financial hub of Qatar Qatar Tourism and Visit Qatar have announced a robust performance for 2025, marking significant milestones in the country's tourism sector. Visitor numbers increased by 3.7%, totalling 5.1 million, with December alone seeing 674,000 arrivals—a 16% rise compared to the previous year. This growth was largely fuelled by international events such as the FIFA Arab Cup Qatar 2025. The hospitality sector also saw notable improvements, with 10.8 million room nights sold, an 8.6% increase from 2024. Accommodation revenue reached $2.28 billion (QAR 8.3 billion), reflecting a 12% year-on-year growth. The year was characterised by strategic marketing and partnerships, with over 35 global partnerships and 95 marketing campaigns across 19 markets. The Qatar Calendar hosted more than 600 events, and the MICE sector attracted over one million business visitors, securing 14 international event bids for 2026 and 2027. Service excellence was highlighted by the launch of Taste of Qatar, inspecting 800 restaurants and awarding 150 with 3-Star certification. The MICHELIN Guide Doha continued to expand, and workforce development saw over 55,600 Qatar Host and 13,000 Qatar Specialist programme completions since 2022. Digital advancements were made through Hayya, processing nearly one million e-visa applications and supporting major events with over 1.1 million ticket scans without disruptions. Cruise tourism also progressed, with 72 cruise calls planned for the 2025–2026 season. These achievements position Qatar Tourism and Visit Qatar for continued growth in 2026, aligning with Qatar National Vision 2030. ```

Vietnam tourism surges 20% as Chinese arrivals hit record highs

In a recent article, we mentioned that Vietnam is stepping up its game to become one of the most desirable destinations in Southeast Asia. Indeed, per a report from C9 Hotelworks, foreign arrivals to Vietnam were up by 20.4 percent as of December 2025. This increase was notably fuelled by a significant shift in Chinese outbound travel which is driving its nationals to consider destinations other than, say, Thailand or the Philippines. This feature seeks to delve deeper into why Vietnam is rapidly becoming the destination of choice for Chinese tourists and if it is possible for this Indochina nation to rise to the top of the game. The current tale of the tape A report featured by Nikkei Asia on 27th January points out how Chinese travellers are making their way to Vietnam, mostly driven to the country by sociopolitical factors, as well as security concerns due to border instability. Indeed, the Chinese are making the most of the growing number of flight routes to Vietnam to experience what the country has to offer in the way of culture, leisure, and adventure for themselves. As of June 2025, Vietnam’s General Statistics Office reports that China has surpassed South Korea as its biggest source market; at the time, Vietnam welcomed 1.95 million Chinese arrivals out of the 7.7 million foreigners who entered the country throughout Q1-2025. This 15 percent increase in Chinese tourists from totals recorded in 2019 are seen as proof positive of Vietnam’s ongoing drive to draw in more foreign arrivals. The Vietnam advantage Experts point out that there are numerous reasons why Vietnam is rapidly rising through the ranks to become Southeast Asia’s next most likely tourism hotspot. One report points out the obvious: the country’s rich natural beauty is certainly a draw in and of itself, and, when paired with the richness of Vietnam’s diverse cultural heritage and affordable costs for food, lodging, and transportation, it becomes a formula for promotional success. Vietnam has also been actively ramping up its infrastructure to aid both locals and tourists, bringing in investments for the development of hotels, resorts, overall connectivity, and attractions, as well as for access roads, sea ports, and airport development as seen in the soon-to-be-opened Long Thanh International Airport on the southern outskirts of Ho Chi Minh City The country’s drive towards more sustainable, even regenerative tourism options has also boosted its appeal, and its government’s measures to protect both the environment and intangible heritage assets have been lauded globally. Specific aspects drawing in Chinese travellers While improved infrastructure has been a great help in boosting Vietnam’s profile as a tourist destination not just for the Chinese but also for the rest of the world, it also has several factors working in its favour. Consider this: Vietnamese tourism and hospitality firms are hiring or training more Mandarin-speaking staff to deal with the growing number of Chinese travellers coming into the country. At the same time, Vietnamese professionals have studied this particular market carefully, resulting in itineraries specifically tailored to the tastes of both adventure-seekers and those opting for a more leisurely way of travelling the country. Social media, specifically China-centric platforms like WeChat, Xiaohongshou, and Weibo which are also available in Vietnam, has also served as a promotional tool targeting younger, more adventurous travellers. Let us also consider another aspect: Vietnam’s rising presence in the field of luxury travel and hospitality. Over the past year, we have noted the construction of luxury accommodations brought in by major global brands, including Ritz-Carlton, Capella, and The Luxury Collection. Luxurious stays paired with the country’s status as one of Asia’s top golf destinations have likewise helped draw in high net worth travellers from the Chinese Mainland, as well as from Hong Kong and Macao. We should also not discount the fact that, due to the aforementioned sociopolitical and security issues, Chinese travellers feel safer in Vietnam than in other parts of the region, citing a shared heritage and history, along with stronger diplomatic ties. While we may still be in the earliest days of 2026, Vietnam’s appeal to the Chinese travellers may already be here for the long haul.

ASEAN seeks tourism collab with Russia

The Association of Southeast Asian Nations (ASEAN) seeks to sustain practical collaboration with Russia to promote frictionless travel and tourism growth in the region. Speaking at the 16th ASEAN–Russia Tourism Consultation on Tuesday, 27th January, in Cebu City, Philippine tourism undersecretary Verna Buensuceso said ASEAN is aiming to build an inclusive and resilient tourism sector. Buensuceso remarked: “We value the Russian Federation as a long-standing partner of ASEAN in strengthening people-to-people exchanges. And this partnership matters because it is grounded on shared aspirations: tourism that is resilient in the face of disruption, inclusive in the opportunities it creates, rooted in respect for culture, heritage and nature, and a force for peace and international understanding.” The undersecretary added that ASEAN is keen to pursue cooperation that boosts traveler confidence and safety, supports workforce development and skills exchange, and improves connectivity to make travel more accessible and seamless. She also proposed further collaboration through digital marketing as well as sharing of travel-related data and best practices. Seeking a full recovery For his part, Igor Maksimov, deputy director of the Russian Ministry of Economic Development, expressed hopes for the full-recovery of two-way tourism. Four years after the pandemic, Maksimov said tourism flow between Russia and ASEAN states has steadily recovered by 93 percent. He said: "And the figure keeps growing. In this regard, the adoption of a new joint work plan until 2030 seems to be a good step to developing a commercially beneficial partnership.”

Low-cost tourism pivots as inflation and new taxes squeeze margins

As the world cottons on to the concept of quality tourism, we also need to ask what happens to the low-cost tourism sector now. In recent weeks, we have featured the shifting scene in both low-cost aviation and budget hospitality, the changes driven by evolving consumer preferences on top of socioeconomic issues affecting the global economy as well as tourism in general. Given the ongoing scramble to cope with changes in terms of both aviation and hospitality, what could this mean for global tourism, particularly its low-cost segment? One thing is for sure: current circumstances aren’t heralding the end, but serving more as a harbinger of change. Key issues affecting the sector In November 2024, experts at Simon-Kucher asked the question about whether or not we are seeing the end of the low-cost tourism era. Their study revealed that the answer was more complicated than a simple yes or no. The shift in travellers’ priorities paired with soaring inflation has made the bottom of the barrel costing model significantly impractical, for one. Labour costs, in particular, have become the largest expense for many airlines, both full-service and low-cost, over the past couple years. Both higher hiring and staff retention costs were among the reasons why a carrier like Spirit Airlines found itself in bankruptcy in 2025, and its labour issues were compounded further by sustainability mandates which called for adjustments regarding fuel use and the way the rising cost of fuel continues to drive up ticket prices. Airlines are also challenged by the ongoing aircraft shortage which could run for another three years on top of unresolved supply chain issues from well before the pandemic. In terms of hospitality, the biggest challenge involves regulatory matters in light of the way tourist-dense cities are clamping down hard on the short-term rental sector but have not necessarily made things easier for named hospitality providers and their smaller independent counterparts. Low-cost tourists are also rethinking travel as some countries like Japan, Indonesia, and Spain have begun to charge doubled, even tripled, travellers’ taxes to counteract the adverse effects of overtourism. Possible directions for 2026 Low-cost tourism operators, like the rest of the industry, need to adjust to the changing tides, so to speak. In which case, such adjustments are currently taking the following forms: Stabilised pricing Experts say that base fares for many airlines will see stabilisation throughout this year after significant spikes between 2022 and 2025. But we will also be seeing a shift away from bundled pricing, giving travellers a better look at what they are or are not getting from the price of their airline ticket or their room rate; Personalised retailing With personalisation becoming the buzzword for 2026 within the global travel industry, options are skewing towards more personal and flexible offers, enabling travellers to pick and mix into their flights, stays, and itineraries to suit specific tastes and needs; and The shift towards secondary destinations While countries like Japan and Thailand will always have a following, those on a budget are setting their sights on destinations that are less popular but are certainly just as interesting. We are looking at a shift towards Eastern Europe among travellers, along with a boost in popularity for countries like Vietnam and even Laos in Asia; all of which are characterised by excellent options for both adventure and cultural tourism All things considered, we are certainly not seeing an end for low-cost tourism; rather, we will be seeing a difference face and dimension to it moving forward.

Medical tourism volumes soar as double-digit healthcare inflation in the West pushes patients toward emerging markets

Globally, the medical tourism sector’s worth was at around US$35 billion as of end-2025, and it is currently growing at a rate of 16.8 percent per annum. The sector’s growth is primarily driven by the higher cost of medical care in more developed nations, prompting patients to seek health guidance and treatment outside of their home countries. Indeed, medical tourism has proven a boon to those in the Asia-Pacific who contributed 46.43 percent of the sector’s total revenue in 2025, putting Thailand, Singapore, India, and Malaysia at the sector’s forefront. For this year, we at Travel Daily Media are keeping a close watch on global medical tourism, particularly at five key trends that stand to influence its growth. Emergent technologies Technology in the context of medical tourism takes a cue from the telehealth trend that came into vogue throughout the isolation phase of the pandemic. However, the telehealth we’ll be looking at goes well beyond the camera-enabled phone consultations seen from 2020 to 2022: contemporary telemedicine may eventually develop into virtual hospital scenarios that offer consultations and patient monitoring remotely. Such innovations come at the beginning of a patient’s healthcare journey, as it will enable them to receive expert opinions well before the trip to the actual treatment site. Artificial intelligence is another innovation that could change the game, not only in terms of diagnostics, but also in managing the full patient experience from cross-border triage and scheduling, to the analysis of lab results and the management of post-operative care. Going farther for complex treatments While going overseas to receive surgical or specialised treatment is nothing new, this sub-sector is set to grow substantially this year. It is estimated that the number of those going overseas for complex treatments stands to grow by 40 percent throughout 2026, with countries like Turkiye taking in many such cases, especially for cardiology and oncology. Turkiye is also making a name for itself with regard to in-vitro fertilisation (IVF), but Southeast Asian players are also out for a piece of the action, particularly Malaysia, Indonesia, and the Philippines. This particular trend is expected to be driven by the implementation of long-stay medical visa programmes, along with specialised personnel who can help patients and their families manage their time overseas. The rise of hyperpersonalised medical care The old adage One man’s cure could be another man’s poison is one that strongly applies to medical care. The introduction of genetic testing, in particular, has enabled physicians to predict a patient’s response to treatments, whether these are surgical or pharmaceutical in nature. This will result in treatment and care plans that are unique to each patient, enabling them to recover faster with less in the way of side effects. As such testing and personalisation are not available in the majority of nations as yet, patients will need to travel to Australia, Japan, or the United Kingdom to avail of such services. Here comes the healthcation Combining medical treatments and much needed rest and recreation sounds like a reasonable mix, and it is a trend we could be seeing more of this year. Indeed, one portmanteau we’ve been seeing more of online is healthcation, a state where leisure is integrated into the process of medical treatment, along with holistic wellness and post-procedural rehabilitation. This level of holistic care is already being offered at places like Thailand’s Chiva-Som Hua Hin and The Farm at San Benito in the Philippines, properties that not only offer wellness amenities, but also integrated medicine clinics, partnerships with hospitals and speciality clinics, and a bevy of nutritionists, coaches, and counselors on staff. While most programmes offered at these facilities revolve around rehabilitation and holistic wellness, 2026 could see their expansion into longevity treatments, especially among properties in the famed Blue Zones. Second-tier cities come to the fore While the bulk of medical tourism is often concentrated in capital cities, we are currently seeing the expansion of related services into second-tier cities. This is especially true in India, as cities like Jaipur, Amritsar, Lucknow, and Chandigarh are successfully drawing patients away from the congested facilities in Delhi and Mumbai with high-quality care and facilities. Second-tier cities also offer patients more competitive pricing, as well as shorter wait times for procedures, boosting their attractiveness with foreign patients. We also see this trend making waves in places like Thailand and Malaysia, where second- and even third-tier cities are becoming visible as key venues for medical tourism. Indeed, 2026 looks like a promising year for medical tourism as a whole, ensuring that people get the best possible care anywhere in the world.

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