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.

The post Changi Airport spotlights emerging Southeast Asian destinations in new ‘A Taste of Asia’ campaign appeared first on MARKETECH APAC.

Running from July to December 2026, the campaign will target travellers in Singapore, Hong Kong, Japan, and South Korea through Agoda’s digital platform, with the aim of boosting awareness and consideration of Taiwan as a travel destination.

The initiative will use Agoda’s digital marketing and traveller engagement capabilities to reach potential visitors during key stages of their travel planning, supporting the tourism authority’s efforts to promote Taiwan’s diverse destinations, festivals, and hospitality offerings.

Paul Shih, Singapore Office Director at the Taiwan Tourism Administration, said the collaboration supports the agency’s goal of showcasing Taiwan’s regional attractions to international travellers.

“This partnership with Agoda supports our mission to showcase Taiwan’s diverse regions, local festivals, and quality hospitality offerings to international travelers.”

He added, “Through this campaign, we hope more travelers will discover Taiwan and be inspired to visit and experience the beauty of Taiwan.”

Damien Pfirsch, Chief Commercial Officer at Agoda, said the partnership reflects a shared commitment to supporting Taiwan’s tourism growth while delivering value to travellers and the local tourism industry.

The campaign also places emphasis on promoting responsible tourism by helping travellers make informed decisions while exploring Taiwan. 

As part of the initiative, Agoda will feature accommodation offers and curated travel deals for the destination.

The post Agoda, Taiwan Tourism Administration roll out regional tourism campaign to boost travel demand appeared first on MARKETECH APAC.

The campaign builds on PAL’s recognition as Asia-Pacific’s most on-time airline in Cirium’s 2025 On-Time Performance Review, shifting the focus from reliability itself to the travel experiences it enables.

View this post on Instagram

A post shared by Philippine Airlines (@flypal)

Using a point-of-view storytelling approach, the campaign immerses audiences in moments across five destinations—Cebu, Coron, Boracay, Siargao, and Bohol—where timing plays a key role, from catching the perfect sunset to diving beneath the waves or discovering local attractions.

View this post on Instagram

A post shared by Philippine Airlines (@flypal)

To capture each destination authentically, the campaign combines location shoots in Boracay and Coron with imagery from local photographers and creators, including freediving photographer Ben Yavar for Cebu, Marina Tobaruela for Bohol, and visuals from Cavan Images, BlackBoxGuild, and MaryTraveller for Siargao.

View this post on Instagram

A post shared by Philippine Airlines (@flypal)

The campaign also features destination-specific interpretations of PAL’s Fly With Heart melody, with each arrangement reflecting the character of the featured location.

View this post on Instagram

A post shared by Philippine Airlines (@flypal)

“For PAL, being on time is not just an operational achievement. It is one of the most meaningful ways we show care to our passengers. This campaign brings that promise to life by showing how PAL’s reliability helps travellers arrive in time for the moments they came for, whether it is a golden hour view, a dive, a celebration, or a quiet moment of discovery,” said Alvin Miranda, Vice President for Marketing at Philippine Airlines.

Meanwhile, David Guerrero, Chief Creative Officer at BBDO Guerrero, said, “On-time performance is one of the biggest factors shaping how travellers choose and evaluate airlines. We saw an opportunity to make it emotional by focusing on the moments that only happen when everything works as it should. It’s a simple truth, but one that resonates deeply with travellers.”

The post Philippine Airlines, BBDO Guerrero spotlight the value of arriving on time in new campaign appeared first on MARKETECH APAC.

The plan will integrate the 120-hectare Brani island with Sentosa, creating additional space for hotels, attractions, lifestyle offerings and nature-based experiences while retaining the destination’s natural character. 

SDC expects Greater Sentosa to eventually attract twice as many visitors as the island currently receives, with developments rolling out progressively from the early 2030s. 

Among the proposed additions are new landmarks including the Imbiah Canopy, Imbiah Lookout Walk and Sensorium. 

Brani West is also planned as one of the largest future attractions zones under the master plan, with discussions already underway with potential partners. 

The master plan also proposes a major revamp of Sentosa’s beaches and coastline. 

Siloso, Palawan and Tanjong beaches will be refreshed alongside coastal protection measures, while concepts under study include beach clubs, treetop dining, a floating boardwalk and an islet-hopping experience connecting small offshore islets across the island’s beachfront. 

To improve accessibility, SDC envisions an Island Heart Transport Hub as a new gateway into Greater Sentosa, alongside a People Mover System that would replace the existing Sentosa Express. 

Additional transport options being studied include expanded cable car links, water taxis and enhanced waterfront connections. 

The development strategy also places sustainability at its core. Future projects will incorporate climate resilience, biodiversity protection, ecological connectivity and thermal comfort into planning, building on initiatives such as Sensoryscape and Cooling Sentosa. 

Environmental studies and consultations with nature groups will continue to guide future developments across the island. 

To engage the public, SDC has launched the “Your Island. Reimagined.” exhibition, which invites Singaporeans to explore and provide input on the proposed plans through a series of interactive displays. 

The exhibition debuted at VivoCity before travelling to other locations across Singapore in the coming months. 

The post Sentosa unveils next phase of Greater Sentosa Master Plan with Brani expansion, new island attractions appeared first on MARKETECH APAC.

Tourism Secretary Ma. Bernadita Angara-Mathay said the initiative is designed to complement—not replace—the country’s flagship “Love the Philippines” campaign by giving travelers the opportunity to define their own travel experiences.

Initially focused on the domestic market, the campaign will introduce curated and discounted travel packages developed with tourism stakeholders, including hotels, airlines, and other travel providers. The DOT also plans to eventually expand the initiative to international audiences.

The campaign comes as domestic tourism continues to be a major contributor to the Philippine economy. According to the DOT, domestic travel generated PHP3.26 trillion in visitor spending in 2025, up 3% from the previous year.

Beyond driving local travel, the tourism department is also working to strengthen the country’s competitiveness in international markets, particularly as neighboring Southeast Asian destinations attract more Korean visitors through lower travel costs.

To address this, the DOT is collaborating with tourism stakeholders to develop bundled travel offers aimed at making trips to the Philippines more affordable and predictable.

The campaign has since secured support from industry partners, with AirAsia Philippines becoming one of its first airline collaborators by offering promotional domestic fares through the campaign platform. 

The airline has launched more than half a million promo seats with one-way base fares, reinforcing its commitment to making domestic travel more accessible.

Anna Victoria Lu, President and General Manager of AirAsia Philippines, said the partnership reflects the airline’s shared goal with the DOT of driving domestic tourism through affordable travel. 

“At AirAsia, we are one with DOT in its efforts to keep travel accessible so that more Filipinos can discover and appreciate the incredible destinations within our own country. Despite these challenging times, AirAsia strives to provide the best fares and deals for our customers.”

Our partnership with the Department of Tourism strengthens our shared goal of driving domestic tourism growth as this is deeply rooted in our low-cost DNA,” she added.

Meanwhile, the DOT remains optimistic about achieving at least 6.4 million international arrivals by the end of 2026, with the United States currently leading as the Philippines’ top inbound tourism market.

The post DOT launches ‘Discover More to Love’ campaign to boost domestic tourism appeared first on MARKETECH APAC.

The annual report found that Muslim travellers are increasingly turning to AI to discover halal dining options, locate prayer facilities, compare transport routes, receive personalised recommendations, and navigate unfamiliar destinations with greater confidence.

The findings signal a broader shift in travel planning, where destinations are no longer judged solely by the availability of Muslim-friendly services, but also by how visible and discoverable these offerings are through digital platforms and AI systems.

“As AI becomes more embedded in travel planning, destinations and businesses need to make trusted information, secure payments and Muslim-friendly services easier to discover and act on,” said Aisha Islam, Senior Vice President for Customer Solutions Centre, Southeast Asia at Mastercard.

The report noted that destinations failing to digitise and structure their Muslim-friendly offerings risk being overlooked by AI recommendation engines, regardless of the strength of their physical infrastructure.

Beyond digital transformation, the study found that global volatility is also reshaping travel behaviour. Rising fuel costs, geopolitical tensions, airspace disruptions and security concerns are encouraging Muslim travellers to prioritise destinations that are closer to home and offer greater predictability.

This trend has elevated Southeast Asia as a key travel corridor, supported by strong regional connectivity, established halal ecosystems and cultural familiarity.

The region’s growing prominence was reflected in the GMTI Awards, with Mindanao in the Philippines recognised as the Most Promising Muslim-friendly Region among non-OIC destinations, while West Java (Jawa Barat) in Indonesia received the equivalent recognition among OIC destinations.

Asia continues to dominate the Muslim travel landscape, accounting for nearly 128 million Muslim visitor arrivals and achieving 20.8% market penetration, according to the report.

For the 11th consecutive year, Malaysia retained its title as the world’s top Muslim-friendly destination, scoring 82 points on the index. The country was recognised for its strong halal tourism ecosystem, Muslim-friendly services and destination marketing efforts tied to the Visit Malaysia 2026 campaign.

Indonesia climbed three places to share second position with Türkiye and Saudi Arabia, with all three destinations scoring 79 points.

Among non-OIC destinations, Singapore maintained its lead and ranked 11th globally with a score of 72, buoyed by its halal culinary offerings, multicultural environment, safety standards and smart destination infrastructure.

Hong Kong rose to second place among non-OIC destinations, while Taiwan and the United Kingdom shared third place.

The report also highlighted growing momentum from destinations such as Thailand, the Philippines, Japan and South Korea, which continue investing in more inclusive and Muslim-friendly experiences.

As travel planning evolves, GMTI 2026 introduced a new framework called the Destination Activation Stack, designed to help tourism boards move beyond basic readiness.

The model combines the existing ACES framework—which assesses access, communications, environment and services—with the RIDA and TRUST frameworks to evaluate factors such as digital discoverability, responsible experiences, traveller assurance and the trust signals that convert interest into bookings.

“Modern travellers are looking for certainty before they step onto a plane, and they are increasingly delegating that validation process to intelligent systems,” said Fazal Bahardeen, CEO of CrescentRating and HalalTrip.

“This requires a structural transition from passive destination readiness to active destination activation.”

The post 80% of Muslim travellers now use AI tools as digital trust reshapes travel planning: report appeared first on MARKETECH APAC.

The hospitality and leisure group has signed memorandums of understanding with CAITO and Klook to strengthen its brand presence among Filipino travellers and widen distribution for its resort, golf, entertainment, and travel experience offerings across Vietnam.

The agreements were signed during the Vietnam–Philippines Business Forum held alongside the official visit of Tô Lâmto the Philippines.

Under the partnership, CAITO—one of the Philippines’ growing tourism industry networks—will support Vinpearl’s visibility within the local travel trade sector while helping promote its hospitality and MICE offerings in destinations including Nha Trang, Phu Quoc, and Da Nang.

Meanwhile, the collaboration with Klook will focus on expanding strategic distribution, digital tourism marketing, and travel promotion efforts across the Philippines and the wider Southeast Asian market.

Ngo Thi Huong, Chief Executive Officer of Vinpearl, said the Philippines agreements form part of a broader regional expansion drive that also includes partnerships in Thailand and Singapore.

“Vinpearl aims to drive high-quality inbound tourism to Vietnam, strengthen connectivity among ASEAN markets, and enhance the competitiveness of Vietnam’s tourism industry,” she said.

Michelle Ho, Chief Executive Officer of Klook Philippines, said Vinpearl’s integrated tourism model positions it strongly within the region’s premium travel market.

“We believe our partnership with Vinpearl will further enhance the appeal of Nha Trang, Phu Quoc and Da Nang among travelers across the region,” she said.

The latest agreements follow Vinpearl’s earlier tie-ups with regional travel and booking players including Agoda, AirAsia MOVE, BeMyGuest, and GlobalTix as the company expands its international tourism distribution network.

The post Vinpearl deepens Southeast Asia push with Philippines travel partnerships appeared first on MARKETECH APAC.

Launched in January under the concept “Healing is the New Luxury”, the campaign reflects a shift in Thailand’s tourism strategy towards experiences centred on well-being, cultural immersion, and sustainability.

British singer-songwriter Henry Moodie features in the campaign’s creative, with a film documenting his travels across southern Thailand. Presented at The Cinema at Selfridges, the film follows his journey through Krabi and Trang, including visits to Ko Muk and Ko Kradan, as well as interactions with the Na Muen Sri community.

The campaign also includes a series of creator-led trips across the country, highlighting local experiences tied to wellness and cultural discovery, including cuisine, healing arts, heritage, and nature-based activities. Participating creators visited destinations such as Chumphon, Ranong, Chiang Mai, Sukhothai, Phang Nga, and Khao Lak.

TAT said the campaign aligns with its “Value over Volume” strategy, which aims to encourage deeper engagement with local communities while supporting sustainable tourism growth, as Thailand continues to reposition its tourism offerings around quality and meaningful travel experiences.

The post TAT promotes wellness-led travel through ‘Healing Journey Thailand’ campaign appeared first on MARKETECH APAC.

The initiative, titled “We Don’t Wait for Fun”, targets early-career travellers aged 25 to 39 and aims to present Singapore as less stopover hub, more creative playground. 

The push will unfold partly through a debut partnership with ComplexCon in Hong Kong this month and a collaboration with Singaporean visual artist tobyato.

The campaign paints Singapore as a place where heritage and street culture rub shoulders. Old shophouses meet skate culture. 

Campaign messaging leans on three themes: “Compact Adventures”, “Unexpected Experiments”, and “Pioneering Ideas”. 

The first plays to geography. A traveller might start the day exploring murals in the Bugis district, swing east to the Peranakan shophouses of Katong-Joo Chiat, then chase adrenaline at HyperDrive on Sentosa before ending the night among the bars of Clarke Quay.

“Unexpected Experiments” pushes the city’s contrasts. Visitors can surf, ski, and skate at Trifecta, spot wildlife after dark at the Night Safari, or zipline through the trees at Mega Adventure Park.

Then comes the spectacle. “Pioneering Ideas” points to large-scale attractions such as the light displays at Gardens by the Bay and the nightly Wings of Time Fireworks Symphony performance—crowd-pleasers that double as Instagram bait for the social-media generation.

The street-culture angle will take centre stage at ComplexCon Hong Kong on 21–22 March. 

There, STB will unveil a three-metre “Sneaker Stone Dragon” installation designed by tobyato, blending sneaker aesthetics with traditional Asian guardian-lion motifs. 

The artwork draws inspiration from the historic Dragon’s Teeth Gate, a rocky landmark that once marked Singapore’s harbour entrance.

The result is deliberately hybrid: stone mythology meets sneaker culture. Laces, stitching, and bold colourways wrap around a dragon form—a nod to Singapore’s past while speaking the visual language of modern streetwear.

Visitors will also be able to win limited-edition collectibles designed by the artist, including toy sculptures, keychains, sports jerseys, socks, and stickers. 

A nostalgic playground game—Goli Shoot—will feature at the booth, echoing the marble-shooting pastime common in Singapore’s old kampongs and schoolyards.

Beyond the exhibition floor, the tourism board is linking the campaign to travel bookings through a partnership with ShopBack, the regional shopping and rewards platform. 

The promotion runs until 30 April and offers Hong Kong users travel perks tied to trips to Singapore.

“Our ‘We Don’t Wait for Fun’ campaign aims to spark curiosity among Hong Kong’s next generation of explorers,” said Andrew Phua, chief representative and executive director for Greater China at the Singapore Tourism Board. “Working with ComplexCon and tobyato invites travellers to see Singapore as a place where culture, creativity, and spontaneity meet.”

For tobyato, the collaboration draws on the city’s contradictions.

“Singapore is full of contrasts—old and new, serious and playful,” he said. “This project takes something rooted in heritage and remixes it through the lens of today’s street culture.”

The post Singapore Tourism Board launches street-culture campaign with ComplexCon, tobyato appeared first on MARKETECH APAC.

The revamped application will introduce an AI-powered chatbot designed to provide real-time assistance and personalised recommendations to users. Tourism experiences offered through Mastercard’s Priceless programme will also be integrated into the app, including selected exclusive privileges.

In addition, the app will feature travel-planning tools that allow users to create itineraries and explore destinations and attractions across the country. According to TAT, the function is intended to help travellers discover merchants, local communities, culinary experiences, and other tourism offerings, with the aim of supporting longer stays, broader spending distribution, and opportunities for local enterprises and SMEs.

“The revamped Amazing Thailand app represents a significant step forward in how we welcome and support visitors to Thailand,” said Kittipong Prapatthong, TAT deputy governor for digital, research and development. “By enhancing the end-to-end travel experience through a trusted national platform, we are strengthening Thailand’s competitiveness as a global tourism destination while creating greater opportunity for local communities and businesses.”

TAT said the platform was developed in alignment with its Amazing 5 Economy framework, which focuses on revenue generation, innovation, and sustainable tourism growth.

“Tourism growth today depends on trust, confidence, and seamless digital experiences. Through our collaboration with the Tourism Authority of Thailand, we are helping build a national platform that makes it easier for visitors to move, discover, and engage across the country with confidence,” said Safdar Khan, division president of Southeast Asia at Mastercard.

The post TAT partners with Mastercard on AI-powered upgrade of ‘Amazing Thailand’ app appeared first on MARKETECH APAC.