If slowing down is the new luxury, Tasmania may be Australia’s best-kept secret. The air is crisp, the food hearty, and mobile phones often lose signal – which is the point. For Asians prioritising off-the-beaten-path travel, Tasmania offers a quiet appeal.
“I’ve watched it develop from a struggling industry to a blossoming one,” said Annabelle Sweetman, a 20-year Tasmanian tourism veteran and guide. “We used to be seen as a bit backward, but Tourism Tasmania has done a lot of work, so now we’ve grown up. Operators are working together to combine experiences, products are maturing, and people are really proud.”
Battery Point’s vibrant cottages bring Hobart’s layered history to life; photo by Mick2770
Many who have watched tourism here blossom point to the “MONA effect” for its beginnings, referring to the debut of the Museum of Old and New Art 14 years ago, drawing global attention for its curious and edgy exhibitions.
“People were coming just for the weekend and the airlines were seeing more demand,” said Sweetman, also noting that tourism has surpassed forestry as Tasmania’s leading industry.
For the record, the island welcomed 254,000 international visitors in 2024, a 24.8 per cent increase from 2023, with visitor spending rising 47.7 per cent. Compared to pre-Covid numbers, recovery is almost complete, with mixed performance from various markets.
About 20 per cent of international visitors come from Asia, with significant traffic from Singapore and Hong Kong, while the key China market is being encouraged to return and India emerges as a market to watch.
“The Asian market not only plays a very strong role in year-round visitation for us, but also a strong role in spending. We try really hard to make sure that the visitors we’re attracting to Tasmania are an audience who will understand what we offer but also respect our place,” said Lindene Cleary, chief marketing officer of Tourism Tasmania.
The tourism bureau promotes its offer around six key pillars: F&B, nature and wildlife, experiences, history and heritage, positive impact, and culture and creativity. It is also keen to show that it has just as much to offer in the winter season, if not more.
“There are a lot of events and festivals that are very creative and different to what you’d find anywhere else across our seasons but particularly in wintertime,” she said, in addition to whisky tastings and more aurora sighting opportunities due to longer nights.
She also noted the rise in hot and cold therapy experiences “all over Tasmania”. These include saunas on the beach, seconds from the cold plunge of the ocean, or saunas on a boat 20 minutes from Hobart, from where one can dive straight into the cold river water.
“That’s an interesting trend in Tasmania because we’re not seen as a typical wellness destination in terms of day spas and the traditional definition of wellness, but our version of wellness is more about taking time or pausing,” said Cleary.
Regardless of how wellness tourism is defined, the trend aligns with Tasmania’s immersive landscape, where unique wildlife thrives and geographic isolation helps preserve its pristine environment.
Visions of campfire meals also lend to masterful storytelling in Tasmanian tourism, from its defining history of convict settlement tangling with Aboriginal resistance to the 114 luxury rooms in MACq 01 hotel, each of which identifies with a local historical character.
Tasmania is also the kind of place that inspires the self-driving tourist, with itineraries that can be co-designed from scratch.
“We suggest that you plan at least five to seven days, and you can travel from Hobart, along the East Coast, Maria Island, Freycinet, Launceston, and possibly up to Cradle Mountain,” said Daniel Schoedler, owner and managing director of Premier Travel Adventures Tasmania.
“If you have 10 days, that’s even better, because you don’t have to change hotels every night. You can explore more of this seafood capital of Australia and spend time stargazing, which is a tour that’s really popular with the Asian market as we have several enquiries daily,” he added.
The luxury accommodation scene is also evolving. In addition to the premium but intimate old-world charm that properties like Islington Hotel offer, newer entrants such as The Tasman (named in the world’s top 50 hotels), Mövenpick, and Crowne Plaza are expanding Tasmania’s higher-end proposition.
“We used to have a waitlist for our rooms and now have to compete more, but that’s good. It keeps standards up,” said Karen Ann, general manager of Islington Hotel.
“I’m still in awe. There’s just such a huge variety for visitors… the outdoors, clean air, beautiful sightseeing, and restaurants that are to die for. Tasmanians really know how to look after their guests, who love the laid-back approach. Every guest has said to me, ‘I wish we had more time’,” she added.
If most visitors leave wishing they had stayed longer, the tip for tourists is evident – give yourself the time. And don’t say we didn’t tell you so.
The Board of Directors of Club Med Holding has appointed Stéphane Maquaire as president and CEO, effective immediately.
The French national will be based in Paris and is tasked with leading the next phase of the company’s growth while maintaining its French identity and values.
Maquaire brings extensive leadership experience with French companies operating internationally. He has a background in premium brand transformation and commercial real estate, with a record of driving growth and operational performance. He joins Club Med from Carrefour, where he was executive director for Brazil and Latin America.
India passport-holders will be subjected to an additional US$250 Visa Integrity Fee for travel into the US starting October 1, 2025, a requirement that some Indian outbound travel specialists say could deter price-sensitive travellers as well as those considering the US for the first time.
Indian travellers at present have to fork out US$185 for a US visa.
The new US$250 visa fee may put the brakes on budget travel from India to the US
Harjit Singh, founder and chief of guest experience, Travel Twist in India, said: “For many Indian leisure travellers, particularly families and groups, the total cost of travelling to the US is already considerable when factoring in airfare, visa fees, insurance, and required documentation. This new additional fee may serve as a deterrent, especially for middle-income travellers and first-time visitors exploring the US as a holiday destination.
However, the soon-to-come Visa Integrity Fee may have limited impact on premium travellers and the visiting friends and relatives (VFR) segment, opined Singh, as these travellers’ motivations tend to be more resilient and less influenced by cost fluctuations.
Rasika Mathur, CEO and co-founder, RAS Travels in India, told TTG Asia that while the Visa Integrity Fee would “add a significant cost to the already expensive US visa”, the price is worth it. Not only would Indian travellers be able to check off their bucket list, as the US is regarded as a “dreamland for Indian travellers”, they could also benefit from free visa-on-arrival at many countries with the US visa in hand.
“Furthermore, India is a cash-rich market. It looks difficult that the demand will drop,” Mathur added.
Vinay Arora, director, ATG Holidays, expects some initial concerns among Indian leisure travellers, especially among budget travellers, but overall demand for travel to the US will remain.
“When compared to countries like the UK where a 10-year visa can cost around US$1,450 for the Indians, the US visa still offers better long-term value,” Arora remarked.
However, Singh warned that the perception of the new Visa Integrity Fee could have a stronger impact on travel decisions. If the new fee was regarded as being part of a broader trend of increasing entry barriers for Indian nationals, travellers from India may gradually shift preference towards destinations that are more accessible and offer cost-effective visa processes, such as Europe, South-east Asia and Australia.
Singh said: “The US travel and tourism industry must remain aware of this potential shift and collaborate with relevant authorities to ensure such measures do not discourage one of the world’s most dynamic outbound travel markets.”
Global Hotel Alliance (GHA) has appointed three seasoned executives to key leadership roles as part of its continued growth: Katharina Dein has been promoted to vice president commercial, Jelena Kezika steps into the role of vice president strategy, and Andrea Krenn has been appointed senior vice president communications.
In her new role, Dein will oversee commercial strategy, with a focus on optimising the performance of newly integrated properties, onboarding new brands, and launching new products and services across GHA’s portfolio. A long-serving GHA team member since 2013, she has played a pivotal role in brand relations and developed the alliance’s global online training platform.
From left: Katharina Dein, Jelena Kezika and Andrea Krenn
Kezika will oversee the development of future-facing initiatives to strengthen GHA’s positioning and loyalty ecosystem, while Krenn will lead GHA’s global communications strategy.
Taj Damdama Lake Resort & Spa, India Taj Damdama Lake Resort & Spa has reopened in Gurugram following extensive enhancements. Set on a large expanse of green space against the Aravalli hills, the resort offers 143 rooms, suites and villas. Among these are Grand Luxury Villas that come with private plunge pools.
Dining options include Shamiana, an all-day restaurant with indoor and outdoor seating; Zvatra, which specialises in North Indian cuisine; and VIXX, a lounge serving cocktails. The resort also houses a wellness centre that provides traditional therapies and features a Turkish Hammam and outdoor swimming pool.
Recreational amenities include an adventure park offering activities such as pickleball, off-roading, go-karting and cricket. Guests may also join property-led experiences such as lawn picnics, yoga sessions, cooking classes, village-style dinners and local tours.
Radisson Hotel Don Mueang Bangkok
Radisson Hotel Don Mueang Bangkok, Thailand Radisson Hotel Don Mueang Bangkok has opened with 89 rooms and is located a few minutes from Don Mueang International Airport.
The hotel features a rooftop infinity pool, fitness centre, all-day dining restaurant, and a meeting space that accommodates up to 129 guests.
Nearby attractions include the Royal Thai Air Force Museum, Chatuchak Weekend Market, IMPACT Muang Thong Thani, Kantarat Golf Course, and Wat Don Mueang temple.
Quest Hotel Midport Port Dickson
Quest Hotel Midport Port Dickson, Malaysia Close to the Malacca border, Quest Hotel Midport Port Dickson offers 413 rooms across ten categories, ranging from Superior Rooms with twin beds and workspaces to Family Suites with separate living areas and views of the forest or sea. All rooms include Wi-Fi, flat-screen televisions with international channels, and ergonomic workspaces.
Facilities include a restaurant serving buffet breakfasts and à la carte options, as well as a water play area with slides for children, and an adjacent lawn for outdoor events.
Nearby attractions include Tanjung Biru Beach, Tanjung Tuan Recreational Forest, Teluk Kemang Beach, Dickson Bay Golf Resort and Kampung Orang Asli Bukit Kepong.
Le Méridien Ahmedabad
Le Méridien Ahmedabad, India Courtyard by Marriott has reopened as Le Méridien Ahmedabad, nestled in the heart of India’s first UNESCO World Heritage City. The hotel offers 164 rooms and suites designed with mid-century influences and references to Ahmedabad’s textile and architectural heritage.
Facilities include a 1,860m² event space comprising a pillarless ballroom and outdoor lawns, as well as a fitness centre, spa, outdoor pool, and dining venues.
Guests receive complimentary access to Archer Art Gallery, Gujarat’s largest art gallery, by presenting their room key. Other initiatives include the Le Méridien Family Passport, with child-friendly activities and seasonal experiences.
Nearby attractions include Sabarmati Ashram, the old city bazaars, riverfront promenades, and modern architecture reflecting Ahmedabad’s layered urban fabric.
Air France KLM has appointed Steven van Wijk as general manager Greater China, effective August 1, 2025. He will be responsible for overseeing four destinations – Beijing, Shanghai, Hong Kong and Taipei – from his base in Beijing.
van Wijk brings over 15 years of experience in the aviation industry to the role, having joined KLM Royal Dutch Airlines in 2007. He has held multiple key positions, including roles in the KLM Network department and the commercial division of Air France-KLM.
He was most recently commercial director for Air France KLM in the UK and Ireland.
Singapore sights and locations have been trending high on social media across May and June, riding on the massive global fanbase of two members from Korean boyband BTS.
Released on May 16, a three-minute, 25-second music video for Jin’s English song, Don’t Say You Love Me, the main track off his second solo album Echo, which was also released on the same day, shows the popular artist and his love interest, an established South Korean actress Shin Se-kyung, interacting around eight landmarks in Singapore.
The lobby of Anantara Bophut Koh Samui Resort was among various hotel locations featured in The White Lotus season three
Besides well-known tourist locations like National Gallery and Gardens by the Bay, the music video also featured locations that are relatively less prominent, but no less unique in their own way – the rooftop carpark of Goldhill Plaza, which is known for its unique circular design; Emerald Hill at night, which is home to a cluster of preserved Chinese Baroque shophouses; and Keng Eng Kee Seafood, a local restaurant listed in the Michelin Guide.
In just five days, the Don’t Say You Love Me music video has acquired 10 million views on YouTube as of the evening of May 21. At press time on June 19, viewership crossed the 19-million mark.
Fellow BTS member, J-Hope, who did two sell-out solo concerts in Singapore April 26 and 27, also put Singapore sights in the spotlight when he posted an Instagram Reel of himself enjoying Singapore Botanic Gardens, Sentosa Sensoryscape, Alkaff Bridge, and digging into a popular local breakfast of half-boiled eggs and kaya toasts at Ya Kun Kaya Toast and an elaborate dish at one-Michelin-starred Waku Ghin. The itinerary, part of his world tour stop in Singapore, was created in collaboration with STB.
The Reel on J-Hope’s official Instagram page has 29.5 million views and 101,000 shares at press time.
Commenting on Jin’s music video collaboration, Serene Tan, executive director – North Asia, Singapore Tourism Board (STB), said it was a “unique opportunity to showcase Singapore’s culture, nature, and architecture through a charming blend with Jin’s music”.
“We hope that people around the world will come to see and experience Singapore from a new perspective through the music video,” Tan added.
Singapore is not the only destination that has chosen to make its marketing campaign ‘pop’ with the power of global influencers.
More than 8,000km away, the marketing gurus at Tourism New Zealand (TNZ) recently jumped on the Minecraft bandwagon and launched the world’s first fully playable destination New Zealand in the game world.
In collaboration with Warner Bros Pictures and Mojang Studios as well as 11 mana whenua indigenous Maori groups and the tourism industry, TNZ created a destination DLC (downloadable content) for Minecraft that features six local locations, including Waitomo Caves (Waikato), Rotorua (Bay of Plenty), Kapiti Island (Wellington), Abel Tasman (Nelson/Tasman), Tekapo (Mackenzie), and Doubtful Sound (Fiordland). Game players and potential visitors are invited to experience a range of real-world activities in the DLC, such as paddling a waka in Abel Tasman, exploring glow-worm caves in Waitomo, or stargazing in Tekapo.
The DLC was launched alongside the April release of A Minecraft Movie, starring Jason Momoa and Jack Black, and filmed in New Zealand.
With widespread appeal and over 300 million copies sold, Minecraft is the best-selling video game of all time. The partnership enables TNZ to connect with 70 per cent of its primary target audience in key markets who actively engage with Minecraft, making it a powerful tool for global engagement.
TNZ chief executive René de Monchy, expects this activity to attracting NZ$50 million (US$29.7 million) in visitor spend this year and generate NZ$50 million in equivalent advertising value via media and social media exposure.
These headline-grabbing destination marketing collaborations follow on the heels of another pop culture effect. The third season of the popular HBO series, The White Lotus, which was filmed in Thailand, drove tourism interest and arrivals.
Not only did the Tourism Authority of Thailand produce a dedicated film microsite to offer visitors a virtual journey through Koh Samui, Phuket, and Bangkok, which were featured in the series, it also partnered fashion label 3.1 Phillip Lim to launch a limited edition collection of outfits and accessories that are said to be “ideal for visiting Thailand’s vibrant temples, walking through the country’s infamous night markets, or simply looking effortlessly while exploring its bustling streets and serene landscapes”.
J-Hope shows off Singapore sights in his Instagram Reel
Business realisation
It is one thing to boost a destination’s reputation and inspire travel through pop culture, and another to convert ideas into actual tourism business.
TNZ’s Minecraft campaign is certainly more than a marketing gimmick – it boasts business conversion power, enabled by an integration of bookable Minecraft-inspired itineraries with travel agent partners. Klook has integrated Minecraft products into its Klook NZ Pass while Trip.com is promoting Minecraft-inspired itineraries.
Gregg Wafelbakker, general manager Asia with TNZ, told TTG Asia: “Often, when we achieve earned media to build awareness for New Zealand, it is difficult to convert attention into actual bookings. So, we built bookable itineraries that feature some of those iconic experiences in the DLC.”
The DLC initiative also leverages the reach of travel and tourism KOLs, who have been invited to play the game and then immerse in real-life versions of the activities across New Zealand.
“Our work with Minecraft does not just target gamers. The campaign reaches beyond gamers through lifestyle influencers. Minecraft was just the hook,” stated Wafelbakker.
STB has leveraged other celebrities in its destination marketing efforts, such as Coldplay and Charlie Puth. To maximise the business impact of such destination exposures, STB promotes content on its official social media platforms to sustain interest and encourage travel.
Tan added: “Featuring Singapore in content by global celebrities helps drive travel consideration by tapping into the set-jetting trend, where fans are inspired to visit locations associated with their favourite artists. Also, by showcasing behind-the-scenes content, travel tips, and suggested itineraries of artists, we help turn destination inspiration into actionable plans.”
Banking on attention around The White Lotus series, private sector tourism players in Thailand swiftly rolled out film-inspired holiday packages for fans.
Three Anantara resorts, which were used as film locations, came together to offer series fans the Lotus Awakening Escape package for stays at Anantara Lawana Koh Samui Resort, Anantara Mai Khao Phuket Villas, and Anantara Bophut Koh Samui Resort.
Banyan Tree Samui introduced Sense of the Sea, a custom-built speedboat offering private charters and day trips to nearby islands, including film locations. According to general manager Remko Kroesen, there has been a marked increase in interest to visit the marine destinations featuring in the show via these speedboat tours.
“We are constantly being asked about the film locations, especially the stunning islets, white beaches and sapphire waters of Mu Ang Thong Marine Park, which is possibly the epitome of paradise. Our Sense of the Sea tour takes in all of that scenery and visitors generally find it an awe-inspiring experience,” said Kroesen.
Rotorua’s famous geysers are featured in New Zealand’s playable downloadable content for Minecraft
Set-jetting reach
Lavinia Rajaram, Asia travel expert and director of public relations at Expedia Group, recalled the influential power of an earlier season of The White Lotus.
When The White Lotus season 2 went on screens in October 2022, Expedia recorded a 300 per cent increase in searches all over the world for San Domenico Palace, Taormina, A Four Seasons Hotel and Sicily, where the series was set and filmed.
A “similar frenzy” for Thailand was expected with season 3. As soon as Koh Samui was announced in January 2024 as the film location for the latest season set for a February 2025 premiere, Expedia saw searches for the resort destination shoot up 80 per cent. Searches for neighbouring Thai destinations, like Bangkok and Phuket, also spiked.
While films have always shaped travel dreams, Rajaram said their influence has expanded on the back of governments and tourism authorities becoming more strategic about their use of such media content to achieve tourism goals. Furthermore, social media has enabled a wider and stronger push of films and related content across the world.
Expedia identified the set-jetting trend in 2022, and travellers’ desire to visit the locations featured in their favourite dramas and movies has continued to grow 16 per cent year-on-year.
“In our research, two-thirds of travellers say movies, streaming services and TV shows have influenced their travel choices,” Rajaram added.
Concert power
Concerts have also played a key role in boosting destination reputation and tourism earnings.
Since reopening to international tourism, Macau has hosted a range of concerts that contribute to the city’s live events scene. Integrated resorts compete on star power, from Andy Lau to Andrea Bocelli.
The concert economy is now one of the key pillars supporting the diversification of Macau’s tourism offerings. Macau’s 240 concerts throughout 2023 brought in around 1.1 billion patacas (US$137 million) in ticket sales.
Pamela Chan, managing director of Taipa Village Destination, said concerts are contributing to a thriving Macau. She observes that concerts are bringing a “strong influx of visitors” to Macau and ringing the tills for retailers, restaurant operators, and small businesses in the community.
She shared that some local businesses in Taipa Village are creative with maximising star power when they descend on Macau. Some would organise fans gatherings, using shop entrances and props to entice photo opportunities and drive up merchandise sales.
Pull factor
Of all the vehicles of pop culture, which has a stronger pull factor?
Rajaram believes that each of them – games, films, music videos, concerts and event sports events – “have their own pull power in travel and tourism, and each engages with a different demographic of travellers”.
However, she believes that concerts tend to materialise short trips, as concert-goers visit mainly for the performance while TV tourism has the potential to encourage longer stays, as fans not only visit film locations but also book activities and hotels where their idols had done, visited or stayed at.
Kroesen also sees strong and lasting power from film placements. He said: “We can assume that many viewers will watch the show at a later date, and that bodes well for later in the year when vacationers look to escape the winter months in Europe and the US.
“However, it is worth pointing out that for many years both the local people of Koh Samui and the Thai tourism authorities have worked together successfully to implement a long-term goal of developing Koh Samui as a luxury sustainable island-destination. A decade ago, this might have been seen as over-ambitious, but the reality is that it is coming to fruition now. I am confident that Koh Samui tourism will continue to flourish in this way in the coming years, well after The White Lotus effect has worn off.”
Nikki Beach Hospitality Group has named Yang (Michael) Fan as the new general manager of Nikki Beach Resort & Spa Koh Samui.
Photo by Nikki Beach Hospitality Group
With more than 15 years of experience in the hospitality industry – with roles at Anantara, Rosewood, Banyan Tree, and Angsana – he will oversee the day-to-day operations at Nikki Beach Resort & Spa Koh Samui in his new role.
Travellers from non-immigrant visa categories entering the US will have to pay for the new US$250 Visa Integrity Fee, set to take effect by October 1, 2025. This fee, which is established under the Trump Administration’s One Big Beautiful Bill, signed into law on July 4, applies to tourists, business travellers, students, and workers.
While it is intended as a refundable compliance bond, details on the refund process is unclear at press time.
The US adds new fee to visa costs amid tightening immigration controls; Washington DC in the US, pictured
According to news reports, the Visa Integrity Fee will apply to passport-holders from non-waiver countries, such as China and India, as well as select countries in Asia and the Middle East.
Visitors from Visa Waiver Program countries – Australia, Brunei, Japan, New Zealand, South Korea, Singapore, and Taiwan here in Asia-Pacific – will not be affected.
The new charge will join other visa application fees, including the Machine Readable Visa fee, reciprocity fees, and anti-fraud charges.
Knai Bang Chatt by Kep West in Krong Kaeb, Cambodia has launched a reimagined Excursions Program that blends cultural immersion, nature exploration, and personal discovery.
Anchored in regenerative tourism, the new programme invites guests to experience Kep and Kampot through meaningful land and sea journeys that support local communities and protect fragile ecosystems.
Rediscover Kep through immersive journeys that blend nature, culture, and meaningful connection
The curated experiences range from biking through coastal villages, touring Kampot pepper farms, and visiting historical landmarks, to kayaking through mangroves, dolphin-watching, and snorkelling in pristine waters.
Guests can also participate in exclusive conservation activities through a partnership with Marine Conservation Cambodia or enjoy private sailing experiences with panoramic views.
Maquaire brings extensive leadership experience with French companies operating internationally. He has a background in premium brand transformation and commercial real estate, with a record of driving growth and operational performance. He joins Club Med from Carrefour, where he was executive director for Brazil and Latin America.
He was most recently commercial director for Air France KLM in the UK and Ireland.
