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British women boost tourism spending in Europe
British women have significantly increased their tourism spending in Europe, with Austria experiencing a remarkable 106% rise in just 12 months, according to a study by Solo Female Travellers. The average spend per trip by British women in Austria jumped from £243 to £500, marking the fastest-growing female travel market in Europe. The study, which analysed 27 European destinations, revealed that 19 out of 23 tracked markets saw an increase in female spending per visit year-on-year. Notable increases include Belgium at 54%, Hungary at 32%, and Germany at 26%. In Greece, women now account for 51% of the tourism spend, whilst in Czechia, they outspend men by 10%, with an average spend of £722 compared to £659 for men. Women also dominate tourism revenue in Lithuania, controlling 50.27% of the market. In Denmark, female travellers spend an average of £952 per trip, highlighting their significant contribution to the tourism sector. The findings underscore the growing influence of female travellers in the European tourism industry. Sarah Zane, Communication Manager at Solo Female Travellers, noted, "British women's tourism spending in Austria surged 106% in just 12 months, making it the fastest-growing female travel market in Europe." As female travellers continue to drive tourism spending, destinations may increasingly tailor their offerings to cater to this influential demographic, potentially reshaping the European travel landscape This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
Agoda and Macao Tourism Office expand 2026 partnership
Digital travel platform Agoda has announced an expanded partnership with the Macao Government Tourism Office (MGTO) for 2026, aiming to highlight boutique and independent accommodations beyond Macao's traditional hotspots. This collaboration will focus on the Outer Harbour District, a vibrant waterfront area offering easy access to dining and entertainment. Recent Agoda data indicates a significant increase in international interest in Macao, with the Middle East leading the surge at 247%, followed by India at 70%, Japan at 62%, and Thailand at 56%. This shift in travel patterns presents an opportunity to promote lesser-known neighbourhoods to a global audience. Damien Pfirsch, Chief Commercial Officer at Agoda, stated, “This broadening mix of interest shows that more travellers are looking at Macao through different trip lenses, not just the traditional patterns. Our partnership with MGTO is designed to turn that into an actual trip and experience, bringing neighbourhood areas like the Outer Harbour District to the forefront and showcasing boutique stays that reflect the city’s character.” The partnership, which began in 2025, combines MGTO's destination strategy with Agoda's data and distribution capabilities. It aims to connect hotel partners with new traveller segments from regions such as Brazil, Vietnam, and Central Asia. This initiative underscores Agoda's commitment to enhancing travel experiences through its extensive network of accommodations, flights, and activities. As Macao continues to attract a diverse set of international travellers, this collaboration is set to further boost the visibility of its unique offerings, particularly in the Outer Harbour District This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
Arival 360 Valencia tackles tourism challenges
The second day of Arival 360 Valencia 2026 saw industry leaders delve into pressing issues reshaping the global experiences sector. Discussions focused on crowd management, AI-driven distribution, and geopolitical tensions, highlighting the sector's need for agility and data-driven strategies. Key sessions addressed the mounting pressure on Europe's cultural attractions, where speakers like Valentina Gallazzi from Duomo Milano and Tom Jenkins from ETOA discussed the challenges of ticketing and governance. The panel emphasised the need for technology and standardised processes to manage high visitor volumes effectively. Brennen Bliss, CEO of Propellic, provided insights into how geopolitical tensions, particularly in the Middle East, are influencing global travel patterns. He noted a shift in traveller preferences towards perceived safer destinations like Southeast Asia. Bliss also highlighted the importance of maintaining marketing efforts during downturns to leverage lower costs. AI's impact on the balance of power between online travel agencies (OTAs) and operators was another focal point. Panellists, including Andrew Lawrence from Vox Group, debated the potential for operators to reclaim customer relationships through personalisation and storytelling, despite OTAs' current advantages. Culinary tourism and women-centred travel were also discussed, with speakers advocating for inclusivity and sustainability. The rise of sober travel and plant-based options reflects changing consumer values, whilst women-focused travel is gaining mainstream traction by prioritising safety and empowerment. Airbnb's strategic reset of its Experiences platform was highlighted by Doug Weiss, focusing on quality and relevance. The platform aims to enhance visibility and conversion through new features and improved host onboarding. The event underscored the need for innovation and collaboration across the tourism sector to navigate evolving challenges and opportunities This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
Kazakhstan climbs global tourism index amid $2.5B government investment surge
Last month, following our coverage of the Macao International Travel (Industry) Expo (MITE), we pointed out how Central Asia is becoming a potential growth centre for global tourism, especially given the shift from conflict-stricken West Asia and the politically-charged climate in North America. Of the nations located within the region, Kazakhstan is emerging as a major player where travel and tourism are concerned. Indeed, per a report from the United Nations Development Programme (UNDP) published on 28th April, Kazakhstan is leading the way in terms of sustainable tourism, having welcomed close to four million visitors to its key natural attractions as of end-2025. Of these attractions, Burabay National Park recorded the highest number of visitors at 1,285,251 over the past year. But Kazakhstan is more than just ecotourism or adventure tourism in its fabled steppes; the country is also seeking to become a regional leader when it comes to both cultural and sports tourism. What does Kazakhstan have going for it? To understand Kazakhstan’s drive to become a major tourism player in both Central Asia and the Greater Asian Continent is to take a step back and consider the big picture. Last year, the Kazakh government invested US$2.5 billion into its tourism industry, essentially a 32 percent year-on-year increase for the sectoral budget. As a result, the country reported a 12 percent increase in foreign tourists, a development which enabled it to rise from 66th to 52nd place in the World Economic Forum’s Global Tourism Index; the country also seeks to breach through and make it to the index’s top 50 within the foreseeable future. Furthermore, a greater number of Kazakhs have also been keen on exploring their own country, with six million of them venturing to key locations for leisure, especially in winter. With all these developments happening, it isn’t surprising that Kazakhstan earned US$318 million in tourism revenues as of end-2024 and the number continues to rise along with the influx of global travellers. Building for the world Infrastructure is key to Kazakhstan’s success in the tourism industry, and there are currently 328 ongoing tourism investment projects throughout the country. The past year also saw the entry of global hospitality players Hilton and Mandarin Oriental on top of developments like the Oi-Karagai Mountain Resort, Zhibek Zholy Entertainment Complex, and a roadside accommodation services chain called Keruen Inn. Such developments stand to hire up to 10,000 permanent positions for employment whilst boosting the economies of local communities. Sports tourism is another major area for growth, what with the Comprehensive Development Plan for the Almaty Mountain Cluster. This developmental blueprint covers the expansion of ski resorts within the vicinity whilst uniting them under a single management system to increase the number of tourists from 1.8 million to five million per annum. Among the areas for development under the Plan are the Shymbulak ski base and Medeu high-altitude skating rink, both of which are within close proximity to the capital Almaty. The Plan also includes improvements for transportation into the area via 30 new cable cars on top of 161km of safe and professionally managed ski slopes. There is, alas, a catch… But while all this development is well and good, the Kazakh government also needs to find solutions for a number of issues that could hamper the growth of its tourism industry. Infrastructure remains a critical need in many parts of Kazakhstan, especially in rural areas that have potential to become cultural or adventure tourism hubs. Service quality is also a challenge for the country as truly world-class hospitality and tourism workers can only be found in its urban centres; even then, these professionals struggle to communicate with foreign travellers as they lack training in third languages like English and Mandarin Chinese. But with Kazakhstan’s inbound arrival numbers growing at a rapid clip, perhaps it’s time for the country to step up its game and finally rise to its full potential as the region’s key hub for travel and tourism.
Smile @Pattani festival boosts southern Thailand tourism
The Tourism Authority of Thailand (TAT) recently hosted the Smile @Pattani festival from 24 to 26 April 2026 at the Aomthong Grounds of CS Pattani Hotel. This vibrant event aimed to revitalise southern Thailand by showcasing its cultural heritage and readiness to welcome tourists, whilst supporting local communities. Apichai Chatchalermkit, TAT Deputy Governor for Domestic Marketing, emphasised the festival's role in bolstering local economies and fostering connections between visitors and the region's culture. “Smile @Pattani reflects the TAT’s commitment to strengthening local economies, whilst confirming the area’s openness, dynamism, and eagerness to host travellers,” he stated. The festival featured over 40 food and drink stalls offering authentic southern Thai cuisine, alongside more than 10 booths displaying OTOP products, artisan crafts, and local wisdom from Pattani, Yala, and Narathiwat. Interactive workshops and live displays allowed visitors to engage directly with craftspeople, gaining insights into traditional and contemporary practices. In addition to culinary delights, the festival included large-scale balloon landmarks and creative photo installations, providing vibrant check-in points for attendees. Cultural programmes featured classic southern dances, Dikir Melayu, and modern performances like B-Boy and cover dance routines. Evening concerts by Thai artists such as Manasvee, YOURMOOD, and Mirrr attracted diverse audiences. The Smile @Pattani festival is part of TAT’s broader Smile @South campaign, designed to restore economic vitality in southern Thailand following the late 2025 floods. The event reinforced Pattani’s reputation as a safe, culturally rich, and welcoming destination, generating significant income for local businesses This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
Thailand and China boost tourism ties
Thailand has unveiled a strategic tourism agenda aimed at strengthening its partnership with China, following the visit of China's Foreign Minister, Wang Yi, from 23 to 25 April 2026. The agenda was presented during Wang's meeting with Thailand's Prime Minister, Anutin Charnvirakul, as part of the 3rd Thailand–China Foreign Ministers’ Consultation Mechanism. The Tourism Authority of Thailand (TAT) aims to position tourism as a pivotal element in enhancing bilateral relations, targeting 4.72 million Chinese visitors and generating at least $7.3 billion (260 billion Baht) in tourism revenue by 2026. TAT Governor Thapanee Kiatphaibool emphasised the importance of China as a key tourism market, stating, “This high-level diplomatic engagement provides a timely platform to advance structured, long-term cooperation.” The agenda promotes a balanced approach to tourism, focusing on high-value, safe, and meaningful travel experiences. It proposes the establishment of a Thailand–China Tourism Partnership from 2026 to 2030, encouraging cooperation between national and local agencies to support subnational collaboration and balanced tourism flows. Key areas of focus include health and wellness, sports tourism, cultural events, gastronomy, and MICE (Meetings, Incentives, Conferences, and Exhibitions). The agenda also highlights emerging sectors such as medical and wellness tourism and film and pop culture tourism, under the concept “Healing is the New Luxury.” Further initiatives include expanding air connectivity, co-branded events, and leveraging digital platforms for targeted marketing. TAT also proposes collaboration on tourist safety and satisfaction, with a joint communication protocol and personnel exchanges to align standards. The formation of a joint tourism working group and pilot projects in 2026–2027 are recommended to sustain engagement and deliver lasting outcomes, underlining the shared community concept of “Zhong Tai Yi Jia Qin” — China and Thailand are one family This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
Asian tourism recalibrates for 2026 as TDM Global Summit defines new industry standards
Close to 400 travel and tourism professionals from Thailand and other nations made their way to Amari Bangkok for the latest edition of Travel Daily Media’s Global Summit. With a stellar line-up of industry leaders sharing their respective insights on key trends currently impacting the industry, the Summit offered attendees an exciting look at where the industry may be headed in the not-so-distant future. With that said, we share several significant learnings presented at the Summit in the hope that it could be valuable to you and your organisation’s further development. The changing face of luxury in an increasingly experiential industry To go by James Hogan’s keynote presentation, the way the world thinks about luxury has evolved significantly since the end of the pandemic. Rather than the Lifestyles of the Rich and Famous mega-opulence and excess that characterised earlier decades, today's travellers are shifting their thinking from the material to the experiential. Cultural immersion is key here: even beyond the run of The White Lotus and other destination-centric media productions, people are willing to pay premium prices to be part of the action or experience the local way of life for themselves in order to gain a greater understanding of a destination, as well as a more meaningful experience. Likewise, experts are beginning to regard luxury travel with a more critical eye, especially in the context of regenerative tourism which considers the benefits the industry can have on local communities and the environment. Branding: a worthwhile challenge to contemplate Also, given the increasingly cutthroat competition among attractions, hospitality providers, airlines, and even tourism boards, branding has become more important of late. But branding isn’t just about slapping a label onto a travel product or even coining a slogan for a destination: it is now a mark of a destination’s authenticity as well as the qualities that make it stand out. In which case, a good travel or tourism brand needs to: Represent a truly unique and authentic value proposition; Be strong but not inflexible, ready to change depending on industry developments; and Develop trustworthiness and reliability when and where it counts. Also, with reference to the fireside chat between TDM’s Gary Marshall and Thai Airways’ Kittiphong Sansomboon, destination managers and tourism boards need to determine if their location and its attractions are safe, fun, and worth it for those coming in for a visit. Women more than matter in travel and tourism At the invitational luncheon for the Inspiring Women in Travel Awards (IWTA) Asia, discussions kicked off with a couple of hard truths: that women make up the majority of the industry’s workforce, but less than 20 percent of them have made it to the highest echelons of leadership. In which case, the importance of mentorship, sponsorship, and upskilling for women in the industry may be construed as a major game-changer. However, as with all other industries, women in travel find themselves pondering over a critical question: Can we really have it all? Even among top-ranking women in the industry, one of the biggest challenges involves needing to balance one’s career advancement with the needs of one’s family; and it should be noted that a number of promising leaders have needed to step back from personal advancement to deal with their familial responsibilities. Now, is there a way by which to have it all without compromising either side? A tug-of-war when it comes to employing the younger generation As Gen Z comes into the age of majority, we are looking at an emergent market with its own specific roster of likes and dislikes. The world’s first digital-native generation wants to dive into everything the world has to offer, and travel, hospitality, and tourism professionals are all listening. At the same time, as Gen Z begins to contemplate careers, the hospitality and travel tech sectors are duking it out to get the best of young talent. The hospitality sector, in particular, wants to be on the winning side here; after all, it has borne the brunt of the talent shortage that seriously affected travel and tourism during and immediately after the pandemic. In which case, the sector needs to consider new strategies with which to attract and retain a new generation of hospitality professionals. Sustainability could become a key differentiator for MICE During the panel titled The Future of MICE and Sustainable Connectivity, panellists declared that sustainability is the key to destination appeal, as well as competitiveness and profitability. In the context of the MICE sector, it is notable how today’s event organisers are choosing green-certified venues, as well as working partners who actively support emissions reporting and carbon offsetting, along with other environment- and community-friendly measures. Likewise, this ties in with the global hospitality sector’s drive towards delivering a more authentic experience to guests and event participants, specifically in the firm of greener operations, as well as activities that benefit local communities whilst preserving native culture. Held twice a year, in Bangkok in H1 and Singapore in H2, the TDM Global Summit gathers the leading minds and voices in the fields of travel, tourism, hospitality, and aviation to consider current trends that are influencing the way these industries work and what direction they could take in the future. To learn more about the TDM Global Summit, log on to the official Summit page.
Gulf tourism prepares for rebound as states align branding with national vision
Keynote speaker, James Hogan AO, Chairman - Knighthood Global shared his insights on the most important topic for travel today. Addressing a full house at the TDM Global Summit Bangkok 2026 being held at the Amari Bangkok hotel he spoke on the topic ‘Destination Branding in a Time of Crisis: A Recovery Playbook for the Gulf States’ He stated that destination branding counts because a strong brand will always withstand shocks. It stands for a unique, authentic proposition. It is flexible yet strong, trusted and reliable when it counts, remains agile in a crisis and ensures resilience and the capacity to rebound. Resilient destination branding At its core, resilient destination branding is often indistinguishable from nation-building, grounded in a clear government vision shaped by authentic cultural values and backed by strong, sustained leadership committed to ambitious national objectives. It requires strategic investment in infrastructure while aligning all stakeholders—from government and private sector to communities—around a shared purpose. Equally critical is a focus on empowering the national workforce, ensuring growth is inclusive and locally anchored. This foundation is strengthened by a continuous flow of communication, an open-door philosophy that encourages transparency and engagement, and a strong emphasis on collaboration, all of which together create a destination brand that is adaptive, credible and built for long-term resilience. Branding with distinction Something extraordinary was built with strong leadership and clear vision supported by sustained and significant investment. Gulf states have been strategically transforming the Arabian deserts into world-class internationally recognised destinations. Dubai witnessed 95.2 million passengers at its airports. Abu Dhabi has been branded through infrastructure like Ferrari World, Yas Island, Warner Brothers, Sea World. Qatar came into focus with the FIFA World Cup. We are all aware of the marketing efforts Saudi Arabia Vision 2030, Red Sea Project, Shura Island, and Six Flags Qiddiya City Infrastructure is the foundation State-of-the-art Gulf airports handle c.14% of all global international transit traffic. Together Emirates, Etihad and Qatar Airways offered 1,400+ daily flights pre-conflict. Airlines are the most powerful national brand ambassadors. The “stay and spend” flywheel: transit - stopover - extended stay - repeat visit. One in every seven international passengers connecting between continents passes through a Gulf hub. The integrated platform model The integrated platform model has emerged as a best-practice approach, bringing airline, airport and destination assets under one strategic mandate through genuine structural integration. This model is evident in destinations such as Singapore, where entities including Temasek, the Ministry of Finance, Changi Airport Group, Singapore Airlines and the Singapore Tourism Board work in alignment; in Dubai through the Investment Corporation of Dubai, Emirates, Dubai Airports and Dubai World Commerce; as well as in Turkey through the Turkey Wealth Fund, and in France through Groupe ADP. Built around shared KPIs such as arrivals, yield, connectivity and reputation, this integrated approach creates a compounding economic flywheel, where coordinated aviation, tourism and investment strategies reinforce one another to drive long-term growth and destination competitiveness. The war It all changed on 28 February 2026: US / Israel strikes on Iran were followed by Iranian retaliation across the Gulf. Gulf states even though not participants were targeted as a wartime tactic. Their defence capabilities has been most effective against drones and missiles. Yet the damage was done to infrastructure and reputation. Some civilian infrastructure, including energy and tourism facilities, has been hit. IMF Deputy Managing Director Bo Li has stated: “MENA countries are facing unprecedented challenges, exceptional uncertainty in their outlook.” The scale of the impact Dubai hotel bookings down 60%+ and 37,000 flights cancelled in first ten days $600 million per day in lost regional visitor spending (WTTC). Three Gulf carriers collectively removed 5.4 million seats and 18,000 flights for the month of April. Main international carriers have temporarily suspended flights to the region 23 to 38 million fewer international visitors forecast for 2026 (Tourism Economics/ WTTC) or $34-56 billion in lost visitor spending. Global GDP growth now projected at 2.6%, down from 3.1% (AACO). MENA’s real GDP growth forecast cut to 1.1% in the latest World Economic Outlook, 2.8 percentage points lower than Jan projection. (IMF) BUT, Saudi Arabia is expected to be less severely affected than its Gulf neighbours. Growth of 3.1% projected for 2026, 1.4 percentage points lower than a January estimate. (IMF) Travel and Tourism’s contribution to GDP in the Arab world could drop from 10.7% to between 10.3% and 10.1%. (AACO) Travel and tourism-related employment losses are estimated at between 160,000 and 370,000 jobs (AACO). What was damaged? Perception and confidence. Not the brand Co-operation not competition In an era of disruption, co-operation rather than competition is emerging as a defining principle for destination resilience. As often noted, the most important word in the Gulf Cooperation Council is “co-operation,” reflecting the understanding that no destination benefits from winning market share at a neighbour’s expense during a regional crisis. Instead, collaborative regional positioning can strengthen confidence and demand for all. This mirrors the Association of Southeast Asian Nations model of competing nationally while marketing regionally, where shared interests can coexist with individual ambitions. Founded in 1981 in response to regional instability, the GCC itself was built on this logic, and the same principle holds true for tourism in 2026: collective action, coordinated messaging and regional solidarity are proving more valuable than fragmented competition. Destinations that bounced back, examples in resilience Across successful recovery strategies, common factors emerge: investing during the crisis, maintaining coordinated messaging and strong consistent communication, while reinforcing traveller confidence through pricing incentives and clear safety assurances. Case studies: Hong Kong 2003 (SARS): occupancy from 17% to 93% in six months; 21 million visitors by 2004; Bali 2002 (bombings): arrivals returned to pre-crisis levels by late 2004; Japan 2011 (earthquake/tsunami/ Fukushima): arrivals fell 28%; by 2015 had doubled; 36.9 million by 2024 Abu Why the Gulf is different? Unlike many historical tourism crises where disruption originated within the destination itself, the current Gulf situation is fundamentally different, as the region was impacted externally rather than being the source of the conflict. As a result, the destination brand, tourism product, infrastructure and service culture remain undamaged, preserving core market confidence. This gives the region a far more favourable starting point for recovery than many historical precedents, with stronger fundamentals in place to accelerate rebound and restore demand. Airlines take-off Recovery Airlines play a pivotal role in leading tourism recovery, acting as both the first and last touchpoint for every visitor and shaping perceptions of the destination throughout the travel journey. In this context, route reopening is not merely an operational move but a destination marketing event that signals confidence and renewed connectivity to the market. Capacity decisions should therefore align with recovery priorities rather than legacy politics, ensuring air access supports strategic tourism goals. When airlines, airports and tourism authorities work together with one vision, one team and one plan, recovery efforts become far more coordinated, effective and impactful. People are the brand The national workforce is the most authentic brand ambassador. Cabin crew, hotel staff, taxi drivers, museum guides deliver the lived experience. Emiratisation at Etihad: empowerment and skills, confidence, cultural authenticity. In recovery, human interaction tips the balance. The way forward The way forward lies in a coordinated recovery framework built around a single national recovery command with executive authority, supported by joint steering groups with shared KPIs across all tourism sectors. Route and scheduling decisions must be aligned to recovery priorities through close coordination, while integrated communication and campaigns should bring aviation, destination promotion, events and culture together under one cohesive narrative. Above all, the imperative is to invest ahead of recovery—not wait for confidence to return—so destinations can shape the rebound proactively rather than react to it. A regional commitment Tourism recovery must be approached as a regional, not purely national, effort, recognising that resilience is strengthened through collaboration rather than competition. This means avoiding predatory pricing or narratives that undermine neighbouring destinations, and instead positioning the Gulf as a unified region to the world. Just as the Gulf Cooperation Council was founded on the principle of collective security, tourism recovery today demands the same logic—shared strategy, regional solidarity and coordinated action to rebuild confidence and drive sustained growth The Gulf will come back The brand is extraordinary, the infrastructure is world class and the welcome is genuine; what is required now is a strategy that is clear-eyed, well-funded, structurally integrated and strongly communicated. With the right approach, strong and resilient destination brands can transform a crisis into an opportunity, turning disruption into a catalyst for renewal and growth. The question is no longer whether recovery will happen, but how fast it can be achieved.
TDM Global Summit opens in Bangkok as tourism optimism gains momentum
The TDM Global Summit (Thailand) 2026 opens in Bangkok right now with record-breaking attendance and a strong sense of momentum, bringing together some of the most influential leaders from the travel and tourism industry under one roof. Hosted at the Amari Bangkok Hotel, the summit is beginning with high energy as industry executives, innovators and decision-makers gather to discuss the future of global tourism. Organisers are describing this year’s edition as the largest gathering in the summit’s history, with a packed house of C-suite executives, owners and industry leaders reflecting growing interest in the platform. While only in its second Bangkok edition, the summit is already positioning itself as a key forum for thought leadership and collaboration in the region. Setting the tone for the day, the opening remarks are highlighting Bangkok’s role as a fitting backdrop for discussions around transformation and growth, with the event focused on shaping what comes next for travel. From digital transformation to the future of hospitality, the summit is convening some of the brightest minds in the business to explore emerging opportunities, industry disruption and innovation-led growth. The agenda is expected to spotlight how tourism stakeholders can adapt to changing traveller expectations while building more resilient business models. Beyond the in-person audience, the summit is also engaging a wider global travel community following the discussions online, extending the reach of conversations beyond the conference hall. With sessions about to get underway and the venue filled to capacity, the mood is one of optimism and anticipation. As delegates prepare for a full day of dialogue and networking, TDM Global Summit 2026 is opening not only as a conference, but as a platform aiming to help redefine the future of global tourism.
Brunei bets on sustainable luxury as regional travel giants face overtourism
When Southeast Asian travel and tourism come into the picture, travel professionals tend to focus on the usual suspects: the Philippines, Singapore, and Thailand. Some would make a foray into parts of Malaysia and Indonesia, specifically places like Melaka and Penang in the former and Bali and Jakarta in the latter. For the most part, one member of the Association of Southeast Asian Nations (ASEAN) tends to be overlooked: Brunei Darussalam. But could this small yet wealthy nation have an ace to play when it comes to regional and even global tourism? An emergent niche market player Experts agree that, with a heritage spanning centuries and its own way of manifesting its shared Malayan heritage, Brunei does have something to offer global travellers. But where it could outshine its regional neighbours is in a surprising industrial niche: sustainable luxury tourism. In this particular field, Brunei stands to take the lead thanks to its current stance regarding ecological consciousness and shifting to greener operations despite the fact that its economy is highly oil-dependent. With that said, Brunei’s sustainable tourism initiatives centre on the following principles: Preservation of the local environment and cultural heritage; Offering of eco-friendly products like sustainable accommodations and ethical adventures; Regenerative tourism in the form of community engagement and support for sustainable community measures; The use of green transportation, including eco-friendly public transport and cycling, as well as pedestrian-centric infrastructure; and Ensure that all measures related to tourism and tourism promotion have little to no adverse impact on the natural environment. For these reasons, we are seeing the development of eco-friendly resorts in the country’s Temburong district, along with the imposition of key measures to preserve local biodiversity. Islamic tourism also promises to be a growth area for the country, given how its people are predominantly Muslim and its places of worship are considered architectural marvels by both sectarian and secular experts. What’s running against it Despite all these, Brunei continues to struggle to be seen by key players in global travel and tourism. To be fair, however, it has not been as aggressive as its neighbours when it comes to tourism promotion. Indeed, unlike the neighbours’ Amazing Thailand, Love the Philippines, Malaysia Truly Asia, and even Wonderful Indonesia, Brunei tourism seems to have fallen off the radar: there are no catchy slogans, no vivid imagery to plan vacations around. As a result, the tourism sector’s contribution to Brunei’s gross domestic product (GDP) has dropped from a high of 7.4 percent in 2017 to just a little over five percent. But the government isn’t letting this slide; indeed, relevant authorities are currently working on a developmental roadmap for tourism, as well as related industries. These strategies are focused on three key pillars: Islamic tourism, green tourism, and community-driven tourism. Brunei is aware that, in terms of sheer scale, it is highly unlikely it can compete against the likes of Thailand and Bali in Indonesia. But if it can get a bigger slice of the green tourism pie, then its efforts will certainly be worth it.
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Singapore Tourism Board (STB)
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Showcase your excellence at the TDM Travel Trade Excellence Awards Malaysia 2026. Recognizing the top achievers in tourism, hospitality, and aviation. Submit your entry by 10Oct to be part of Malaysia’s most prestigious travel awards ceremony this December!
TDM Travel Trade Excellence Awards Asia 2026
Honoring the trailblazers of the APAC travel industry. Join us in Singapore on Nov 24 to celebrate regional excellence in aviation, hospitality, and travel tech. Nominations close Sept 26, 2026. Showcase your brand’s impact on the global stage.
China International MICE Exchange (CIMX) 2026 – Beijing, China
What is CIMX? The China International MICE Exchange (CIMX) is the premier platform for China‘s events, meetings, and incentive