Marketing Southeast Asia

Changi Airport spotlights emerging Southeast Asian destinations in new ‘A Taste of Asia’ campaign

by Sharona Nicole Semilla

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July 14, 2026

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Singapore – Changi Airport is encouraging Australian and New Zealand travellers to venture beyond familiar tourist hotspots with the latest edition of its ‘A Taste of Asia’ campaign, showcasing food, culture and adventure experiences across emerging Southeast Asian destinations.

Developed by Connecting Plots Group, the campaign builds on Changi Airport’s 2025 A Taste of Asia and Week-long Layover initiatives, responding to growing demand for authentic, experience-led travel.

The new content series follows Australian food creator and cookbook author Tom Smallwood alongside comedian Lachy Mac as they explore Labuan Bajo in Indonesia, Cebu in the Philippines, and Phu Quoc in Vietnam, all accessible through Changi Airport.

Through creator-led storytelling, the campaign highlights local cuisine, hidden attractions and cultural experiences that extend beyond conventional travel itineraries.

According to Changi Airport Group, the campaign is designed to inspire travellers to explore lesser-known destinations while positioning Changi as a gateway to discovering Southeast Asia.

Kelvin Ng, Vice President of Corporate and Marketing Communications at Changi Airport Group, said, “Many travellers return to Southeast Asia time and again because it’s close, familiar and offers incredible variety. But beyond the well-known destinations, there are countless experiences that often go undiscovered.”

“A Taste of Asia is about inspiring travellers to look a little deeper and giving them the confidence to explore a different side of the region, and of course to choose Changi Airport as the gateway to Asia.”

The campaign combines creator partnerships, destination-focused itineraries and social content designed to engage travellers throughout the planning journey.

Trip.com has also joined the initiative as the booking partner, offering travel promotions aimed at converting inspiration into bookings.

Dave Jansen, Chief Imagination Officer at Connecting Plots Group, said the campaign reflects changing traveller expectations.

“Travel inspiration is everywhere. Trust isn’t. People are getting better at spotting manufactured influencer moments and polished recommendations. What they want now are experiences that feel real, useful and culturally authentic.”

The latest ‘A Taste of Asia’ campaign is now rolling out across Australia and New Zealand.