Tag: Tourism

Kuala Lumpur, Malaysia – The Malaysia Aviation Group (MAG) and the Singapore Tourism Board (STB) have renewed their strategic partnership to boost travel from Malaysia to Singapore. This collaboration will focus on joint marketing efforts and exclusive offerings to enhance Singapore’s appeal as a prime destination for Malaysian travelers while increasing tourism spending and visits to key attractions.

Under the renewed agreement, MAG and STB will launch destination marketing campaigns featuring Malaysia Airlines and Firefly crew exploring Singapore’s iconic landmarks, such as Gardens by the Bay, the Singapore Flyer, Resorts World Sentosa’s S.E.A. Aquarium and Universal Studios Singapore, Mandai Wildlife Reserve’s Parks, and the Museum of Ice Cream.

To mark the third year of this partnership, both organizations will introduce enhanced travel perks for MAG customers, including boarding pass privileges in Singapore. These initiatives are strategically planned to align with peak travel periods, such as year-end holidays, school breaks, and festive seasons, ensuring greater convenience and value for travelers. 

Additionally, this comes as Firefly expands its Subang jet operations with direct flights to Changi International Airport (SIN) starting 25 March 2025, offering more travel options for both business and leisure passengers.

Dersenish Aresandiran, chief commercial officer of airlines from MAG, said, “We are pleased to continue our partnership with the Singapore Tourism Board to further position Singapore as a pivotal destination within the MAG network. In this next phase, we are excited to showcase Singapore’s vibrant attractions while delivering enhanced value to our customers with tailored products and exclusive promotions.”

Meanwhile, Terrence Voon, executive director of Southeast Asia at STB, commented, “STB is pleased to deepen our collaboration with MAG, our trusted airline partner, to offer differentiated promotions in Singapore. We look forward to having more visitors from Malaysia book their travel to Singapore soon, where they can explore unique experiences and discover the value that our vibrant city has to offer.”

Australia – Travel experience Journey Beyond is bringing the iconic experience of The Ghan to the heart of Melbourne this summer, with an immersive activation and accompanying integrated campaign from creative agency Town Square.

As a broadcast sponsor across Nine’s summer of tennis and the first Grand Slam of the year, Journey Beyond is inviting tennis fans visiting Melbourne to step inside a reimagined Ghan train carriage and embark on a sensory journey through the legendary landscapes of Australia’s outback.

Taking advantage of one of Melbourne’s busiest times during the Australian Open, the activation recreates the magic of The Ghan, one of the world’s most revered train journeys. Outside, visitors will be greeted by a façade inspired by The Ghan’s iconic exterior. Inside, a two-minute experience, crafted in collaboration with Boom Studios and Finch, offers a captivating taste of the three-day adventure that takes guests from Darwin to Adelaide.

Going beyond just visuals of the train, it replicates real elements of The Ghan, from the window-framed walls, to the all-encompassing rockface of Nitmiluk Gorge and the scents and crunch of the red desert dirt. 

The film also invites the audience in through POV cinematography, creating a first-person perspective of the journey and the sensation of being a traveller embarking on this adventure for the first time.

The activation is the centrepiece of a broader integrated media campaign, developed by Town Square, that launches Journey Beyond’s 2026 season. In addition to its broadcast sponsorship, Journey Beyond will leverage metro and regional TV with 30- 15- and 10-second spots, including an in-show sponsorship and live cross with the Today Show, outside broadcast and competition with 3AW, BVOD, OOH, print, radio, digital, social media, and live event coverage to connect with Australian and international visitors alike.

Brendan Day, executive creative director at Town Square, said, “Everyone has heard of The Ghan, but few have experienced it firsthand. This activation invites people to literally hop onboard and feel what it’s like as this legendary journey travels north to south across our iconic Australian landscape.”

Meanwhile, Justine Lally, executive general manager, marketing at Journey Beyond, commented, “This activation is more than just a glimpse into a train journey – it’s a celebration of Australia’s breathtaking landscapes and The Ghan’s enduring appeal. We’re thrilled to bring a taste of this iconic experience to Melbourne as part of our broader campaign to capture the hearts and imaginations of travellers worldwide.”

Philippines – The Department of Tourism (DOT) has launched its flagship tourism program, the ‘Philippine Experience Program’ (PEP) on Klook Philippines’ platform through a partnership.

The collaboration aims to make travel experiences more accessible in the country, while advancing the digitalisation of Philippine tourism.

Through the partnership, PEP’s curated tour packages across the country are now available in the platform, including the ‘Culture, Heritage & Adventure’ tours in the Calabarzon, Ilocos, and Visayas regions. Tours will also be available in Bicol and Palawan.

Each tour spans a variety of experiences, including historical and cultural immersion, sampling local delicacies, and exploring different landmarks.

Additionally, the partnership seeks to integrate DOT’s ‘Tourist Rest Areas’ on the Klook platform. DOT also plans to endorse Klook as partners of Mactan-Cebu International Airport and Clark International Airport.

“With this partnership with Klook, the Philippine Experience Program will now be carried on the Klook platform. The Philippine Experience Program is a flagship initiative of the Marcos administration, whereby, we are translating the President’s vision of reintroducing the Philippines to the world, not just from a one-dimensional lens of fun and adventure, but also from the highly diversified lens of our Filipino identity that can very well be seen in in our culture, our heritage, our stories, immersions into our communities, our gastronomy, and all the other experiences that you can have in our destinations. Carrying the Philippine Experience Program on Klook will also equalize tourism opportunities among our destinations, which is the advocacy of the Department of Tourism,” Christina Garcia Frasco, DOT secretary, commented.

“At Klook, we believe there are countless adventures, unique experiences, and cultural treasures still waiting to be discovered. Here in the Philippines, with its stunning natural wonders and the warmth and vibrancy of its people, we are excited to partner with the Department of Tourism to bring even more of these incredible experiences to Filipinos and travelers around the world,” Eric Gnock Fah, Klook president and co-founder, said.

Australia – Tourism Fiji has launched a new campaign with Havas Host, Sydney dedicated to Asian travelers and shows how hard it is to look sad in a place where happiness comes naturally. For Tourism Fiji, they want to demonstrate that there is much more to the experience than just tranquil beaches. 

The new campaign recently launched in the Asian market, ‘Happy Passports’ follows two people who know this all too well: Ana, a customs officer at Fiji’s international airport, and Viliame, a local passport photographer. 

Both have noticed a curious phenomenon: it’s hard to look sad in a place where happiness comes naturally. Ana and Viliame’s playful interactions with visitors and locals alike highlight the difficulty of maintaining a serious expression in a place as joyous as Fiji.  

The campaign launched yesterday in Mandarin, Cantonese, English and Japanese; and is  part of a comprehensive global media strategy, spanning OLV, website, audio, and social media in Fiji’s Asian key source markets. 

It will direct audiences to the Tourism Fiji website (fiji.travel) for English speaking travelers in Asia, (visitfiji.jp) for Japanese travelers and (visitfiji.cn) for Cantonese and Chinese speaking travelers. There they can explore the wide range of experiences Fiji offers and discover why it’s the perfect destination to bring a smile to every Asian visitor. 

Srishti Narayan, chief marketing officer at Tourism Fiji, said, “Fiji’s warmth and playfulness is infectious – it’s a feeling that visitors often say stays with them after they leave. Where Happiness Comes Naturally has performed exceptionally well for us globally and with the next iteration, we wanted to celebrate the playful, cheeky side of Fijian culture that leaves travelers feeling lighter and more joyful.”

She added, “It’s a fun reminder that Fiji isn’t just about the stunning scenery—it’s about the joy and warmth you feel from our people and traditions, and the authentic experiences you can have here. We hope it inspires traveler’s from around the world to come and experience it for themselves.”

Meanwhile, Sebastian Vizor, executive creative director at Havas Host, Sydney, commented, “It’s well known that everybody hates their passport photos as we’re all made to look sombre and serious which is the complete opposite to how you’ll feel when you leave Fiji. After just a few days in Fiji amongst the warmth of the people, the rich cultural or the incredible landscape, we noticed people found it almost impossible not to be happy.”

Hong Kong – Citybus has launched ‘HK City Sightseeing,’ a new tourism brand designed to support the Hong Kong Government’s strategy to boost the tourism sector and drive economic growth.

The ‘HK City Sightseeing’ open-top bus serves as a flagship offering, showcasing Hong Kong’s rich cultural experiences. Featuring a bold new logo and vibrant livery crafted by renowned local illustrator Don Mak, the design blends traditional Hong Kong aesthetics with depictions of the city’s iconic attractions.

Citybus has redesigned the buses to offer tourists a refreshing and immersive experience. The fully refurbished vehicles feature panoramic glass sunroofs, sliding windows, new seating, and advanced onboard technology, ensuring comfort and reliable operations throughout the year.

The launch of the new buses coincides with the debut of the ‘HK Sightseeing’ mobile app, offering an unparalleled experience and a captivating story of Hong Kong. 

The new all-in-one mobile app allows tourists to easily explore Hong Kong, plan their trips, and purchase a Citybus+ Sightseeing Pass, all within one platform, providing convenient access to various tourism offerings.

It also provides an immersive experience with real-time multilingual commentary on sightseeing routes, recommendations for attractions, and links to major sites, along with special discounts from partners in tourism, retail, hospitality, and F&B.

Along with the launch of ‘HK City Sightseeing,’ Citybus introduced the ‘Citybus+’ sightseeing passes. These bundles offer unlimited rides on the bus network, including the exclusive hop-on-hop-off open-top buses, with departures every 8 minutes to key attractions, retail outlets, and Hong Kong’s diverse food and beverage options.

Citybus marked the launch of the new bus with a grand ceremony at the Tsim Sha Tsui promenade, officiated by Mr. Kevin Yeung Yun-hung, GBS, JP, Secretary for Culture, Sports, and Tourism of the Hong Kong SAR Government, and Hon. You Pak-leung, MH, JP, Legislative Council Member for the Tourism Functional Constituency, alongside several distinguished guests from the government and industry.

Richard Hall, managing director of Citybus, highlighted that the new tourism brand aims to accelerate Hong Kong’s economic growth. He noted that the chief executive’s recent policy address to boost tourist arrivals, especially from mainland China, presents exciting opportunities. With the launch of the Citybus+ ticketing solution, Citybus is enhancing Hong Kong’s already world-class public transport system.

“HK City Sightseeing will be seen as the “super connector” through enhancing every visitor’s experience by connecting up every aspect of their journey and visit to Hong Kong. After extensive research and consultation, we are proud to be not only providing a product and services that physically link up all the key tourism destinations and attractions, but also establishing strong partnerships and collaborations across the tourism, retail, hospitality, and food and beverage sectors along with other supporting organisations to generate prosperity and drive success for all and Hong Kong,” Hall added. 

Philippines – At the core of customer service is always genuine care, which is known as malasakit in the Philippines. Going beyond superficial ways, malasakit as a value extends to acts that make people feel seen, and their needs addressed.

This is what logistics provider 2GO aims for in its partnership with the Department of Tourism (DOT) for the Filipino Brand of Service Excellence (FBSE) program.

The FBSE Program is an initiative spearheaded by the Department of Tourism that is aimed at enhancing the quality of service in the Philippine tourism industry to reflect the Filipino culture of warmth and hospitality. By empowering frontliners with the knowledge and skills to provide excellent service, the program seeks to create a unique and remarkable experience for tourists.

As part of the initiative, 2GO has sent 14 participants to DOT’s learning course, allowing them to train other team members after the course.

In an exclusive interview with MARKETECH APAC, Blessie Cruz, business unit head of retail at 2GO, shares 2GO’s goals of elevating customer service through the FBSE program.

‘Customer first’ practice

As a logistics provider, 2GO is committed to hospitality. For the company, ‘customer first’ is more of a core value than a slogan, Cruz said. 

“Our goal is to bring this to life through behaviours that ensure our customers feel the warmth and malasakit that is deeply rooted in our culture. These qualities make us uniquely Filipino, and we’re proud to showcase them,” she said.

According to her, 2GO aims to make customers feel at home in their vessels or stores by aligning with the FBSE. Its employees carry this goal by starting with the “Mabuhay” greeting, which aims to welcome people.

“Together, 2GO and DOT are committed to showcasing Filipino hospitality in every interaction with our customers,” she said.

The FBSE program is marked by the Filipino culture of being hospitable, and 2GO aims to extend this warmth to its customers.

“Our goal is to enhance each journey so that our passengers look forward to sailing with us again and again. This program isn’t just about meeting expectations; it’s about creating experiences that leave a lasting impression,” she explained.

Seal of excellence

Through the FBSE program, 2GO is set to elevate its service for customers, aiming for excellence.

“By embedding FBSE principles across our operations, we elevate our standard of service in a way that reflects the rich heritage of Filipino hospitality,” Cruz said.

Consequently, 2GO is carving a distinct place in the market through the program, marking its position as a provider of excellent service.

“As the only freight and logistics provider certified by DOT to carry the FBSE seal, 2GO stands out as an ambassador of service excellence, giving us a unique position in the market,” she shared.

The key initiatives of the program include FBSE training for all employees and vessel crew, integration of FBSE principles across all 2GO services, and cultivation of a culture that encapsulates the FBSE values.

“At 2GO, we’re committed to continually raising the bar in customer service. We actively seek customer feedback and use it to refine our processes, ensuring we exceed expectations,” she said.

Embodying ‘national brand’

The FBSE program is all about solidifying and embodying an undoubtedly Filipino branding.

“Embodying a national brand gives 2GO a distinctive Filipino identity grounded in warmth and malasakit. It’s a source of pride to join DOT in bringing hope and resilience to our customers, showing that, despite challenges, we continue to serve because they are at the heart of what we do,” Cruz said.

As a DOT ambassador that aims to be known for excellent customer service through the program, 2GO can promote the Filipino experience worldwide, inviting more people to visit the country.

“By championing the national brand, we not only strengthen our business but also contribute to the growth of the tourism sector and, in turn, the Philippine economy,” she said.

Through its partnership with DOT, 2GO is committed to delivering a uniquely Filipino service. This dedication not only benefits its customers but also contributes to the global image of the Philippines while setting a new standard for customer service in the industry.

Manila, Philippines – The Department of Tourism (DOT) in the Philippines and local fast food chain Mang Inasal have teamed up to launch the ‘Love the Flavors, Love the Philippines’, focusing on promoting gastronomy tourism in the Philippines.

From September 23 to 27, local and foreign tourists can enjoy a FREE 8oz. Extra Creamy Halo-Halo when they order Chicken Inasal Paa or Pecho Large at Mang Inasal. To avail of this special dine-in offer, tourists simply need to present a valid ID along with a boarding pass or e-ticket dated between September 1 and 27.

The campaign was launched at an event attended by Department of Tourism (DOT) Assistant Secretary Gisella Romualdez-Quisumbing, as well as popular celebrities and influencers, including celebrity mom from General Santos City Melai Cantiveros-Francisco; Blackman Family, featuring Australian father Joshua, Filipino mother Jeraldine, and their charming children Nimo and Jette; Japanese content creator, actor, and recording artist FuMi; and Canadian-Filipino explorer Kyle “Kulas” Jennermann of Becoming Filipino vlog. 

Each guest shared their love for the distinct flavours of Mang Inasal, highlighting how its signature dishes have become an essential part of their joyful travels around the Philippines.

“The Department of Tourism recognizes the vital role that gastronomy plays in promoting our culture, and we are so glad that Mang Inasal is a key partner in enhancing Filipino cuisine as part of our national identity. As we celebrate World Tourism Week, let us emphasize how food does not only serve as a culinary experience, it also serves as an avenue to connect people, promote appreciation of culture and drive economic development,” Quisumbing said.

Meanwhile, Mike V. Castro, president at Mang Inasal, commented, “Food connects people, and at Mang Inasal, we’re proud to be a part of that connection for tourists visiting the Philippines. We’re excited to share the flavours of the Philippines with the world. Every bite of Chicken Inasal, every spoonful of Halo-Halo, connects tourists to the heart of our culture, making their travels more meaningful and unforgettable.”

Manila, Philippines – Philippine Airlines (PAL), the flagship carrier of the Republic of the Philippines, has signed a full-year partnership with the Singapore Tourism Board (STB) to promote travel to Singapore. 

The partnership launched a year-long line up of activities highlighting PAL’s world-class flying experience and diversity of experiences that first-time and even repeat travelers can explore and rediscover in Singapore. 

Some activities include a campaign featuring content creators Laureen Uy with husband Miggy Cruz and lifestyle blogger and fashion designer Camille Co, complemented by a limited-time seat sale. With special deals on airfare bundled with accommodation and experiences, travellers are in for a treat. 

In 2023, the Philippines ranked as Singapore’s 6th largest source market for tourism, with nearly 700,000 visitor arrivals, marking an 84% recovery to 2019 visitor arrival numbers. As of June 2024, Singapore has welcomed close to 390,000 Filipino visitors. 

Capt. Stanley Ng, president and chief operating officer at PAL said, “Philippine Airlines is thrilled to once again partner with Singapore. Its dynamic culture has inspired the travels of countless Filipinos across our years of operations. Building on our shared success, we look forward to working together to create more opportunities for more Filipinos to experience how Singapore continues to be a world-class leisure destination.” 

Meanwhile, Melissa Ow, chief executive of STB, commented, “The Philippines is one of Singapore’s key markets and has recovered strongly with the support of longstanding partners like Philippine Airlines. They have been instrumental in reinforcing Singapore’s position as a vibrant lifestyle destination, where ordinary moments are transformed into extraordinary experiences. We are excited to bring our partnership with Philippine Airlines to the next level, and to welcome more Filipino travelers to Singapore soon.” 

Kuala Lumpur, Malaysia – The Malaysia Digital Economy Corporation (MDEC) hosted the Digital Tourism Innovation Lab (DTIL) Demo Day Cohort 2, marking the second phase of an initiative designed to foster tourism tech innovation across Malaysia.

Established to revolutionise the tourism industry, DTIL is a collaboration between MDEC and 1337 Ventures. It aims to cultivate tourism tech companies, support innovative tourism offerings, meet the industry’s digitalization demands, and create a vibrant tourism tech community in Malaysia.

DTIL provides access to a wealth of resources, including mentorship, funding opportunities, state-of-the-art facilities, and a collaborative environment with like-minded innovators and industry experts. This initiative drives impactful innovation, contributing to the digital transformation of Malaysia’s tourism industry and making a tangible impact on local communities.

Yang Berusaha Encik Ma Sivanesan, deputy secretary general for digital development at the Ministry of Digital, expressed strong enthusiasm for the innovative tourism technologies showcased by Cohort 2 participants. He highlighted the crucial role of digital innovation in transforming Malaysia’s tourism sector and praised the companies for their efforts in developing and applying advanced technologies in the industry.

As a vital pillar of Malaysia’s service sector, the tourism industry has significant potential to boost the nation’s GDP. With increasing digital adoption, the sector is poised for transformative growth. MDEC’s DTIL initiative highlights the urgent need to digitalize the tourism industry, especially with Visit Malaysia Year 2026 approaching. 

By fostering innovation, creating new experiences, and empowering local communities, DTIL is set to revolutionise Malaysia’s tourism industry. The journey continues with Cohort 3, and the call is out for all innovators and partners to join this exciting venture. 

The third cohort aims to attract innovative minds and foster partnerships to drive the next wave of tourism tech innovation, leveraging advancements in AI, blockchain, advanced 5G connectivity, and other technologies. DTIL encourages start-ups, investors, and industry players to participate in this initiative.

Ts. Mahadhir Aziz, chief executive officer of MDEC, said, “We are on the verge of a digital revolution in tourism. The innovations showcased today not only enhance the tourist experience in Malaysia but also pave the way for sustainable growth and community empowerment. With Visit Malaysia Year 2026 approaching, it is imperative that we accelerate our digitalization efforts to ensure we offer world-class experiences to our visitors.”

Kuching, Malaysia – The Sarawak Tourism Board (STB) and Malaysia Aviation Group (MAG) inked a Memorandum of Understanding (MoU), starting off a three-year partnership aimed at promoting tourism in Sarawak. 

STB and MAG intend to work together on projects that will strengthen collaboration and boost the country’s tourism industry, especially by drawing in foreign visitors. The Memorandum of Understanding also restated the state government’s commitment to promoting Sarawak as a top vacation destination worldwide. 

Sharzede Salleh Askor, the chief executive officer of STB, signed on behalf of the company, while Ahmad Luqman Mohd Azmi, the CEO of MAG Airlines, represented the company. 

According to Dato Sri Abdu Karim, the combined efforts aim to strengthen and cooperate with both parties’ existing tourism marketing initiatives, with the goal of drawing more than 35.6 million tourists to Malaysia by 2026.

Speaking about the partnership, Dato Sebastian Ting, Deputy Tourism, Creative Industry and Performing Arts minister, said, “This MoU addresses a key area in our pursuit to promote tourism in Sarawak. It aims to jointly explore and implement activities using services by MAG for mutual benefit.” 

Meanwhile, Dato Sri Abdul Karim, Creative Industry and Performing Arts minister, stated, “This partnership aligns seamlessly with our ambitious goal for Visit Malaysia Year 2026. With this MoU, we are embarking on a journey to explore and implement various activities designed to promote tourism to Sarawak. Using the services and reach of Malaysia Airlines, we will develop and execute these initiatives on an annual basis, ensuring they are continually reviewed and refined. This partnership represents a strategic and forward-thinking approach to achieving our tourism objectives, enhancing our global appeal, and firmly positioning Sarawak as a top destination for travellers worldwide.” 

Furthermore, Sharzede Salleh Askor, said, “We also have trade fairs and consumer shows that we are working with as well as collaboration with airlines to bring in key opinion leaders (KOLs), familiarisation trips and so forth. Our domestic sales are still in good numbers, but we are very happy that the reach is further this year where we will also have visitors from all 10 Asean member countries including Laos, Cambodia and Indonesia. The numbers are picking up and we are confident of a very good show with a good number of turnouts at RWMF 2024.”