When human interaction trounces AI

Artificial intelligence is rapidly changing the tourism landscape but one major travel company is still banking on human interaction.

AI is influencing everything from how guests discover destinations and build itineraries to how hospitality brands anticipate needs and create seamless experiences.

andBeyond chief marketing officer Nicole Robinson says that as technology becomes more embedded in the travel journey, the value of genuine human interaction will only increase.

While AI will efficiency, personalisation and convenience, Robinson says the true measure of luxury will move beyond what technology can deliver and towards how deeply a guest feels understood.

She says that for andBeyond, AI presents an opportunity to support hospitality teams behind the scenes, helping with everything from more intelligent itinerary planning and operational precision to creating greater continuity across a guest’s journey. 

But technology should enhance the human experience rather than replace it. 

“The guest should not feel the technology; they should feel the care it makes possible,” says Robinson.

“There is a difference between being targeted and being understood. 

"One feels automated. The other feels generous. Technology can help us gather information, but our people are what turn that information into meaning.”

* andBeyond is a luxury experiential travel company that specialises in high-end, sustainable safaris and tours in Africa, South America, and Asia.

Image: Benguerra Island's andBeyond staff with lanterns

Amsterdam tells tourists: Pay up, or on your bike

Amsterdam is a small city with narrow thoroughfares and limited resources. 

Now the Dutch city is cracking down further on overtourism. 

Amsterdam authorities are planning to introduce new tourism measures which will make the city one of the toughest in Europe in managing tourism amid a growing hostility towards tourists, news hub Travel Mole reports.

 

Among the changes is a gradual increase in its tourist tax to 20% by the end of the decade, as city leaders seek to curb overtourism and improve the quality of life for residents.

The Dutch citg already charges one of the highest visitor taxes in Europe. Overnight visitors currently pay a tourist tax equivalent to 12% of their accommodation cost, while day visitors arriving by cruise ship pay a separate fee fixed at €15 per day.

Under proposals unveiled by the city’s new coalition government, the overnight tourist tax would rise to 16% next year before increasing by one percentage point annually until it reaches 20% in 2030.

City officials say the higher levy is designed to ensure visitors contribute more fairly to the costs associated with maintaining one of Europe’s most-visited destinations.

Amsterdam welcomed 9.5 millions guests last year. That makes tourism one of the city’s most important economic drivers but local authorities say the growing number of visitors has also placed mounting pressure on public spaces, municipal services, neighborhoods, and infrastructure.

According to the coalition agreement, tourism remains vital to the city’s economy, but the associated costs of managing large visitor numbers have become increasingly significant.

The proposed tax increase forms part of a much broader tourism management strategy designed to create what city leaders describe as a more balanced visitor economy.

Another proposal would see increases to Amsterdam’s entertainment levy, which currently applies to activities such as canal boat tours, canoe rentals, and other recreational services operating on the city’s famous waterways.

China set to become the world’s leading travel economy

China is on track to become the world’s leading T&T economy in the coming years if current trends continue.

New 2026 Economic Impact Research (EIR) data from the World Travel & Tourism Council (WTTC) shows the Asian nation is emerging not only as the standout performer in the Asia-Pacific region, but also as a leader for how long-term investment in infrastructure can drive high-impact tourism growth at scale.

In 2025, China welcomed more than 68 million international visitors, marking a 15.5% year-on-year increase, nearly three times the global growth rate of 5.4%. 

International visitor spending rose by 10.5% to $135 billion, exceeding pre-pandemic levels and significantly out-performing the global average growth of 3.2%. 

The country recorded an additional 9 million arrivals compared to 2024, representing the largest increase globally.

The recovery is being driven by a combination of progressive policy reforms and technological innovation, supported by the strong strategic vision of the government positioning travel and tourism as a key pillar of national economic growth, the WTTC says. 

Expanded visa facilitation measures now cover more than 50 countries, offering visa-free stays of up to 30 days and extended transit stays of up to 10 days. Since 2020, arrivals from visa-exempt markets have increased fivefold, including an additional 18% growth in 2025 alone.

Investment in air connectivity and high-speed rail infrastructure is further strengthening accessibility, improving connections between major international gateways and secondary cities, and supporting a more balanced distribution of tourism flows across the country.

“China’s recovery shows how targeted policy reforms can translate directly into stronger inbound demand and sustained growth," says Gloria Guevara, President and CEO of WTTC. 

"Continued progress in visa facilitation will be essential to sustaining this momentum. This approach, over time, could position China to become the world’s leading travel and tourism [destination] if they continue with this path.”

See wttc.org

Image: Shanghai, The Bund.

Sri Lanka to offer free visas to visitors from 40 nations

Sri Lanka is poised to expand its tourism appeal after its parliament approved new regulations granting free tourism visas to travellers from 40 countries.

The initiative, approved under the Immigration and Emigration Act, is part of the government’s broader strategy to strengthen international tourism and attract more visitors to the island nation, news hub Travel Mole reports.

Speaking in Parliament, Ananda Wijepala, Minister of Public Security and Parliamentary Affairs, confirmed that travellers benefiting from the new free entry arrangement are from the following countries: United Kingdom, United States, Canada, Australia, New Zealand, Austria, Belarus, Belgium, the Czech Republic, Denmark, Finland, France, Germany, Italy, the Netherlands, Norway, Poland, Spain, Sweden, Switzerland, Bahrain, Iran, Israel, Kazakhstan, Kuwait, Nepal, Oman, Pakistan, Qatar, Saudi Arabia, South Korea, Turkey, the UAE, China, India, Indonesia, Japan, Malaysia, Russia and Thailand.

Previously, the free visa program was limited to only seven countries: China, India, Indonesia, Japan, Malaysia, Russia, and Thailand.

Under the new rules, eligible visitors will receive a complimentary 30-day Sri Lanka tourist visa. 

Travelers will still be required to complete all standard entry formalities, including obtaining an Electronic Travel Authorization (ETA), but the visa fee itself will be waived

The government says the measure is expected to result in an estimated loss of around US $75 million in visa fee revenue but officials believe the policy could attract an additional 247,000 tourists and generate roughly US $317 million in tourism earnings. 

The move comes as Sri Lanka continues efforts to strengthen its tourism recovery and position itself as one of Asia’s most accessible and attractive long-haul travel destinations.

Image: Kalkudah Beach House by Teardrop Hotels

Thailand ponders mandatory travel insurance

Thailand is considering making it mandatory for tourists to have travel insurance before they are allowed to enter the country.

The Asian nation has seen an epidemic of stupid tourists who have been unable to pay their hospital bills. We've all seen the pathetic GoFundMe appeals for the ill-prepared or tight-arsed.

Now there is a push for regulations requiring international tourists to obtain accident insurance before entering the country.

Unpaid medical bills and accident risks posed by the unwary place a mounting strain on public healthcare, the Bangkok Post reported this week.

"Each year, we absorb about 10 million baht (over $450,000) in treatment costs for foreign patients without insurance," Dr Weerasak Lorthongkham, the director of Vachira Phuket Hospital told the newspaper.

He pointed to inexperienced motorcycle use and consumption of alcohol and drugs. 

"Many visitors come to Phuket and try riding motorcycles for the first time, which increases accident risks," he said. 

The Thai Ministry of Public Health estimates unpaid medical bills from foreign patients amount to at least 100 million baht annually, with major tourism hubs such as Phuket and Chiang Mai most affected.

Emergency care cannot ethically be delayed, meaning hospitals often treat patients regardless of their ability to pay, leaving health facilities to absorb the financial costs.

Direct flights to open from Sydney to French Polynesia

It is about to get a lot easier for Australians to fly to French Polynesia. 

Air Tahiti Nui this week announced an expansion of its international network with the launch of a new direct route between Papeete and Sydney. 

The new service is part of the airline’s strategy to strengthen long-term connectivity between French Polynesia and the major regional hubs of the South Pacific. Air Tahiti Nui previously used to serve Sydney until 2009.

The route is scheduled to launch on Monday, December 14. Air Tahiti Nui will operate two flights per week, providing travellers with a direct, regular and nonstop option between Tahiti and Australia. 

The new connection will significantly reduce travel time and simplify journeys between the two regions, travel news hub Travel Mole reports. 

French-accented Tahiti and its Islands have a growing appeal for Australian travellers with 8,165 Australian visitors in 2025. 

“We are very pleased to announce this new direct route between Papeete and Sydney," Lionel Guérin, CEO of Air Tahiti Nui, said. 

"With two direct flights per week and thanks to the code-share agreement with Qantas, this service will provide Australian travellers with greater comfort and more frequency options, especially when combined with our twice-weekly service to Auckland in New Zealand.”

Ticket sales are expected to open later this month. 

Australia's love affair with Japan sets new record

Australia's love affair with Japan has continued with December 2025 visitor data released by the Japan National Tourism Organization (JNTO) revealing a new record for Australian travellers. 

No fewer than 1,058,300 Australians visited Japan during the 2025 calendar year, making it the first year that Australian visitors to Japan have broken the one million mark. 

That marked a 15% increase on 2024. 

A total of 121,300 visitors flocked to the country during December 2025, coinciding with school holidays, festive breaks and the start of the ski season.

The month of January saw the highest number of Australian visitors throughout the year with 140,185 visitors. There were 115,235 Australians arriving in April during cherry blossom season. 

The love affair with Japan goes beyond Australians, with Japan also achieving a new annual record for total international arrivals during 2025, 42,683,600.

“We are thrilled to begin 2026 on such a positive note, celebrating the arrival of one million Australians during 2025,” said Naoki Kitazawa, executive director for JNTO Sydney. 

“What is particularly pleasing is the growth in visitors in addition to the popular Golden Route of Tokyo, Osaka and Kyoto, with prefectures such as Fukuoka, Gifu, Niigata and Iwate showing a significant increase in stays over the past 12 months. 

"During 2026, we are encouraging Australian travellers, to take the time to travel far and wide and discover the lesser-known regions of Japan, from rural retreats and remote hiking trails to coastal camping and tranquil islands, in order to raise awareness of Japan’s diverse experiences, and to share the economic benefits nationwide.”

JNTO Sydney media and marketing manager Andrew Coombs added: “We are seeing a new segment of travellers who are embracing Japan’s wilderness and adventure activities and seeking authentic cultural immersion, from staying in traditional inns and joining local craft workshops to meditating with monks, and attending fascinating festivals. 

"Japan is a truly multi-dimensional destination with something for everyone, from families and wellness travellers to hikers, cyclists and lovers of luxury. We look forward to continuing to welcome responsible Australian travellers to discover it all during 2026.”

Image: Shibuya, Winsor Dobbin

China becomes more welcoming as the US alienates its allies

While the United States does its best to alienate its allies, its political rivals are making all the right moves.

Travellers from Canada will soon be able to enter China visa-free, just like Australians and citizens of over 40 other countries.

This follows wide-ranking on trade, tariffs and tourism between Canadian Prime Minister Mark Carney and Chinese President Xi Jinping, news hub Travel Mole reports.

“I’m very pleased to share that President Xi in our meeting today has committed to ensuring visa-free access for Canadians travelling to China,” Carney said.

Canada has a two million-strong Chinese diaspora and welcomes more than 300,000 Chinese tourists annually.

“These links position both nations to benefit from enhanced travel,” he added.

Neither government has not yet disclosed when visa-free travel for Canadians will begin.

Canada will join 45 other countries with visa-free access to China for their citizens, for up to one month. Trips to the Shanghai, Beijing and the Great Wall (above) are tipped to boom. 

The US, meanwhile, makes citizens of other nations jump through hoops for the right to visit, or even transit, through the country.  

Travel industry will force customers to deal with AI bots

Do you prefer to get travel advice and assistance from a human being? 

Tough luck. The travel industry has decided to save money and cut jobs, deciding that you would rather deal with AI bots. Whether you like it or not. 

Bizarrely, from online agencies to national travel boards, the travel industry is boasting that it prefers bots to humans. 

Exhibit one: Digital travel platform Agoda this week introduced the Booking Form Bot, an AI-powered chatbot designed to answer travellers' booking-related questions at the final stage of the booking journey. 

Agoda boasts that "the new tool aims to help travellers answer last-minute questions and complete their reservations with ease and confidence". Personally I would have more confidence dealing with a human, 

Internal research by Agoda found that 28% of users navigate back to the property page from the booking page to re-check trip details. Customer research revealed that the main reasons to pause or exit the booking journey are questions about promo codes, cancellation policies, and price discrepancies. 

The Booking Form Bot addresses this by providing instant, context-aware answers to questions such as "Can I cancel for free?" "Does this booking qualify for cashback?", etc. 

Just like an old-fashioned travel agent used to do - but probably with less accuracy. 

Idan Zalzberg, chief technology officer at Agoda, said: "Helping travellers stay informed at every step of their journey is central to building trust in our platform. At the booking stage, last-minute questions often arise around cancellation options or payment terms. The Booking Form Bot provides instant answers right when travellers need them, helping them book with confidence."

Agoda says it "continues to invest in AI-powered tools that make travel planning simpler, faster, and more intuitive for millions of travellers worldwide".

Exhibit Two: South African Tourism 

Travellers considering a trip to South Africa can now get expert advice from "Siyanda", a "cutting-edge" AI travel assistant that provides instant answers to any travel or tourism-related questions about the country. 

Siyanda is built on Matador Network’s industry-leading GuideGeek chat platform and is tailored to support travellers "seeking authentic, vibrant, and joy-filled journeys across South Africa. 

Because nothing says authenticity like an AI-powered bot. 

But that doesn't stop the marketing vomit. 

“South Africa has a ton of momentum as a destination,” said Matador Network CEO Ross Borden. 

"Siyanda helps travellers quickly go from being curious about South Africa to planning and booking their ideal trip to a large country full of rich cultural experiences.”

Responses are personalised and generated in real-time by AI-trained on extensive data. 

Apparently, Siyanda is also a valuable tool for travel advisors looking to deepen their knowledge and better serve their clients. 

If your travel advisor needs AI assistance it might be worth looking elsewhere. And good luck with blaming a bot when things go wrong. 

Image: Shubham Soni, Scop.io 

McAfee warns of new digital scams

Regular travellers are all too aware of various online scams but need to exercise particular caution when booking independently online, security experts at McAfee have warned. 

"It's important to strike a balance between the excitement of planning and the need for vigilance,” Vonny Gamot, a regional head at McAfee said:

“Cyber criminals are like digital pickpockets, using the lure of holiday seasons to trick unsuspecting [travellers] with too-good-to-be-true deals. 

"With the rise of AI, these scams have become more realistic and more common.

“We’re urging all holidaymakers to stay vigilant online and think twice before clicking on a link or sharing credit card details. By doing this, you’ll be protecting your privacy and identity, as well as your finances.”

Travel news hub Travel Mole reports that Gamot recommends customers double check they are on an official booking site by making sure the web address is a prefix ‘https’ and not just ‘http’. It often appears as a little padlock icon in the address bar of the browser.

“Also be wary of any text or email offering too-good-to-be-true holiday deals or ‘fast-track’ passport renewals.

“If ever in doubt over the legitimacy of an email or link, don’t engage with it and go direct to the source. 

"While dreaming about your next adventure, don’t let cyber criminals turn it into a nightmare.”

Image: Saruvut Vanset, Scop.io

Brexit blowback as WTTC switches from London to Madrid

The World Travel & Tourism Council (WTTC) has announced Madrid as its new headquarters following the organisation’s decision to leave its London base after 35 years.

The WTTC announced this week that its executive committee had unanimously approved the Spanish capital as the location of its new global headquarters, news hub Travel Mole reported.

The move is designed to deliver greater value to members and unlock fresh growth potential for the travel and tourism sector.

Madrid was selected following a competitive evaluation process in which five destinations formally expressed interest in hosting the new office: Dubai, France, Italy, Spain, and Switzerland.

Each bid was assessed against six core criteria, including office rental and operating costs; the fiscal, incentive, and competitive environment; fast-track visa and work permit arrangements; government support; cost of living to attract and retain talent; and proximity to international organizations.

All 17 members of the WTTC executive committee endorsed Madrid after an in-depth review of the organization’s long-term strategic and operational needs.

Committee members concluded that the Spanish capital offered the most compelling overall proposition, combining strong competitiveness, a more favourable tax environment, robust public-sector backing, simplified visa procedures for staff, and lower overall operating costs.

Ongoing challenges linked to Brexit - particularly restrictions on talent mobility - were also cited as factors that reduced the UK’s attractiveness.

Establishing its global office in Madrid will give WTTC immediate access to a far larger and more diverse talent pool.

The Spanish capital is already home to the UNWTO, which could provide more synergies between the two organisations.

“Madrid gives us the platform to operate more efficiently, deliver greater value to our members, access world-class talent, and maintain a truly global outlook, with the strong support of the Spanish government,” said WTTC chairman Manfredi Lefebvre d'Ovidio of Italy.

# The WTTC is a forum for the travel and tourism industry. It comprises members from the global business community and works with governments to raise awareness about the travel and tourism industry.

Aussies book ahead and want the best cabins, cruise data shows

Australians are taking a new approach to cruise holidays. 

New data from Cruise Guru reveals Aussies are booking bigger cabins, planning ahead and prioritising value. 

The new booking data released by Cruise Guru, one of Australia’s leading cruise specialists, has revealed major shifts in how cruise holidays are being planning and purchased. 

There is record demand for balcony cabins, signals that customers are planning further ahead and a renewed appetite for value-adds. 

Australians are continuing to book up, with balcony cabins now the most popular choice across all the  major cruise lines.

Cruise Guru booking data shows 48% of travellers booked balcony cabins and 11% booked suites in 2025, while inside cabin bookings were down across some cruise lines.

Cruise Guru CCO Michael Betteridge says this reflects a “quality over quantity” mindset.

“Aussies tend to love the fun and excitement of cruising but also want their own private sanctuary, views and the comfort that upgraded cabins offer," Betteridge says. 

"They see cruising as the best of both worlds and they’re willing to invest in that experience.”

Cruise Guru’s data shows a shift toward value-bundled fares.

“What we’re seeing is a shift from reactive buying to intentional planning," Betteridge says. "Customers are weighing total trip value, not just the headline price. Bundled inclusions succeed because they reduce decision fatigue and give travellers a sense of financial control over a trip that might be a year or more away.” 

Forward planning is also popular with an average lead time overall of around nine months. 

“While we have seen last-minute cruising demand, many itineraries are filled already," Cruise Guru reported. 

"We can see our Aussie clients planning more strategically. The desire to secure the right ship, the right itinerary, and the right cabin is pushing bookings further out. Customers have learned that waiting may mean missing out.”

Contact 13 13 03 to learn more or visit www.cruiseguru.com.au.

Image: Giuseppe Anello, Scop.io

Northern Territory aims to lift visitation and tourism spending

The Northern Territory Government has unveiled a new visitor economy strategy, which aims to grow tourist spending from $1.5 billion to $2.2 billion by 2032.

It was launched at this week’s inaugural Destination NT tourism industry event.

The Top End will also seek to lift overnight trips from 1.2 million to 1.5 million over the next seven years, as part of its new roadmap to grow year-round visitation, Travel Bulletin and local media reported.

The strategy will be guided by the newly formed Tourism and Events Northern Territory and focus on showcasing the Territory's distinctive character, from its food and festival scene to natural and cultural tourism offerings.

“The NT visitor economy is a key part of the NT economy and lifestyle; when it thrives, the Territory thrives and Australia thrives,” said Minister for Tourism Marie-Clare Boothby.

“With two World-Heritage listed national parks and a lifestyle the rest of the nation should envy, the NT has what Australia and the world are looking for.

"We are focusing on five clear objectives: investing in infrastructure, improving connectivity, growing our workforce, lifting our global brand, and expanding experiences all driven by real data, modern technology and partnerships.

“Our people within the industry are the ones who make every stop along the way worth a visit – it’s part of our Territory spirit, which sets us apart from the rest of Australia.”

For the year ending June 2025, the NT recorded the strongest growth in visitor numbers and expenditures around the nation.

Department of Tourism and Hospitality CEO Suzana Bishop said the strategy captures the Territory’s trademark collaboration and drive.

“The strategy captures the ideas and ambitions of people driving the Territory’s visitor economy while establishing clear accountability across sectors that influence tourism and whole of visitor economy outcomes,” she said.

The NT Visitor Economy Strategy 2032 implementation roadmap will be delivered in March 2026, with the full start with partners in May 2026.

Image: Mindil Beach Markets, Darwin

Hit the road: US rolls out new travel campaign

The United States’ destination marketing organization is rolling out a new campaign to bolster travel demand in key markets,.

Brand USA’s global campaign America the Beautiful launched this week in London at Brand USA Travel Week, aimed at connecting US destinations with international buyers and media after reduced visitor numbers in the first half of the year.

The campaign, first unveiled in June, followed cuts to Brand USA’s federal funding at a time when political rhetoric and restrictive policies have curbed international tourism to the US, travel news hub Skift reported.

The campaign will roll out on connected TV, streaming, out-of-home, digital, and social media platforms across nine major markets: the UK, Argentina, Australia, Brazil, India, Ireland, Japan, Mexico and South Korea.

It is timed to promote growth ahead of 2026, a year marked by the FIFA World Cup, America’s 250th anniversary, and the Route 66 centennial.

"The United States remains the top international destination for long-haul leisure travel in the world, reflecting the enduring appeal of our varied and unique destinations and experiences," said Fred Dixon, president and CEO of Brand USA.

“With America the Beautiful, we're delivering a fresh invitation to explore the USA in new and exciting ways. 

"As we look ahead to 2026 and the decade of mega events on the horizon, we remain laser-focused on maximizing international tourism opportunities to drive economic impact and job growth while inviting the world to celebrate 250 years of America the Beautiful.”

The message sounds a little Trumpian.

"America the Beautiful tells the story of America bigger, bolder, and more beautifully than ever before -balancing the power of place with the depth of human connection,” said Leah Chandler, chief marketing officer of Brand USA.

“Every element, from powerful creative storytelling to AI-powered planning tools, is designed to inspire travellers to see America in new ways and to turn that inspiration into action.

"We're not asking people to simply visit America; we're inviting them to feel it, taste it, and carry home experiences that become core memories.”

Brand USA Travel Week India (January 18-23, 2026) and Brand USA Travel Week South America (March 16-20, 2026) will be key events in markets with strong potential for inbound travel growth.

To learn more about Brand USA, visit TheBrandUSA.com.

Politics impacts on declining US travel numbers

Members of the US travel industry are starting to discover the damage to visitor numbers caused by their country's increasingly erratic leadership.

Inbound travel to the US this year is expected to fall for the first time since 2020, a recent report from the US Travel Association reveals.

The report says inbound visits are projected to fall 6.3% to 67.9 million - which is just 85% of 2019 pre-Covid levels.

That is a significant drop from the group’s previous forecast in January, which projected an 8.8% increase to 78.8 million visits during 2025.

The Travel Forecast projected minimal growth in travel spending for 2025 and a significant decline in international inbound travel, which is a critical driver of the US economy, jobs and global influence.

While domestic travel is holding steady, the continued decline in international visitors threatens billions in spending and thousands of jobs, travel news hub Skift reported.

"The next decade can be one of extraordinary growth, but only if we act decisively." the organisation said. "Outdated systems, excessive visa wait times and new travel deterrents are driving global visitors elsewhere. 

"The US must lead by modernizing travel infrastructure, streamlining entry processes and sending a clear message: America is open for business.”

By "travel deterrents", the US Travel Association probably means the increased hassles and potential turnarounds visitors to the US face for "misdemeanours" as inconsequential as social media posts critical of US president Donald Trump.

Potential visitors may be also be made uncomfortable by Trunp's loud "America First" ethos, and by the growing presence of masked ICE offers and armed military personnel on city streets.

The association says: "Travel is one of the most dynamic industries in the world, a powerful engine of economic growth that supports nearly one in 10 American jobs, contributes $2.9 trillion to GDP and provides opportunities for millions of Americans.

"Beyond economic impact, travel fosters social cohesion, strengthens cultural understanding and enriches lives by boosting health, resilience and lifelong learning."

Visits are predicted to drop from 72.4 million in 2024 to 67.9 million in 2025 - the first decline since 2020 - before rebounding with major events in 2026, including the World Cup.

# The US Travel Association is the national, non-profit organization representing the $US1.3 trillion travel industry. US Travel produces programs and insights and advocates for policies to increase travel to and within the United States. Visit ustravel.org for more info.

Image: Dominik Gehl, Scop.io

Hilton sets its sights on major Asian expansion

The Hilton hotels group has announced plans to significantly increase its presence across Asia.

It says its luxury and lifestyle hotel portfolio will increase by over 50% over the next few years, news portal Travel Mole reports.

Hilton currently has more than 160 luxury and lifestyle hotels in the region. The goal is to have around 250 Asia hotels in these segments.

In the next 12 months Hilton is set to open several new properties including the Waldorf Astoria Shanghai Qiantan (top image); Canopy by Hilton Shanghai Belfry Plaza; Curio Collection by Hilton, Kahavadi Chiang Rai, and Nivata Koh Samui, Tapestry Collection by Hilton.

The chain will unveil the Waldorf Astoria in Bali in 2027, and opens NoMad Singapore and Canopy by Hilton Makati in the Philippines in 2026.

Overall, seven Waldorf Astoria Hotels & Resorts will open across Asia Pacific in the next few years. 

Additionally, Hilton inked a partnership with Small Luxury Hotels of the World, boosting its portfolio with a large selection of independently owned luxury hotels across the globe.

Global tourism growing despite many challenges

The aggressive Israelis are disrupting the Middle East, the Russians attacking western Europe and the US scaring away tourists with increased costs and unwelcoming immigration policies. 

But despite all these bad actors, global tourism is up by 5% over the past six months. 

New figures from UN Tourism show almost 690 million tourists travelled internationally between January and June 2025, which is around 33 million more than in the same period of 2024. 

Results were, not surprisingly, mixed among regions and sub-regions.

UN Tourism secretary-general Zurab Pololikashvili said: “In the face of global challenges, international tourism continues to see strong momentum and resilience. 

"The first half of 2025 brought growing arrival numbers and revenues for most destinations around the world, which contribute to local economies, jobs and livelihoods. Yet, this also reminds us of our great responsibility to ensure this growth is sustainable and inclusive and to work with all local stakeholders in that sense.”

Africa saw strongest performance while Asia Pacific continued to rebound.

The newest edition of the World Tourism Barometer assesses the sector’s performance by region and sub-region in the first six months of 2025. Key takeaways include: 

# Africa saw a 12% increase in January-June 2025 compared to the same period last year. Both North Africa (+14%) and sub-Saharan Africa (+11%) recorded double-digit growth this period.

# Europe welcomed nearly 340 million international tourists this first half of 2025, about 4% more than in 2024 and 7% more than in 2019. Northern, western and southern Mediterranean Europe all recorded 3% growth this period despite uneven monthly results. Central and Eastern Europe continued to rebound strongly (+9%), but remained 11% below 2019 levels, according to available data.

# The Americas recorded 3% growth in January-June 2025, with mixed results. While South America (+14%) continued to enjoy solid growth, Central America saw a 2% increase in arrivals and North America saw flat results (+0%) mostly due to declines in the United States and Canada. 

# The Middle East recorded 4% fewer arrivals this six-month period, though after a very strong post-pandemic rebound, with 29% more arrivals than the same period of 2019, the strongest regional results relative to 2019.

# Arrivals in Asia and the Pacific grew 11% this period, which is 92% of the pre-pandemic figure (-8% compared to 2019). North-East Asia (+20%) saw the strongest performance relative to 2024, though it remained 8% below 2019 levels.

Some of the highest growth rates among large destinations in H1 2025 were recorded by Japan and Vietnam (+21%), the Republic of Korea (+15%), Morocco (+19%), Mexico and the Netherlands (+7%). 

Malaysia and Indonesia both recorded 9% growth and Hong Kong 7%, though arrivals remained somewhat below 2019 levels in these destinations.

Image: Naveen Kumar Singh, Scop.io

Thailand wants visitors to feel safe

Recent attacks on visitors have prompted The Tourism Authority of Thailand (TAT) to officially launch the “Trusted Thailand” stamp in a bid to reinforce confidence among tourists.

The aim is to project Thailand’s image as a safe and welcoming destination, news hub Travel Mole reports,

It comes after a recent attack on tourists in Bangkok. Two Malaysians were doused in chemicals and set on fire.

Jakkaphon Tangsutthitham, vice ministeru for Tourism and Sports, said the Thai Government recognises that safety is the foundation of sustainable tourism and remains a top priority.

“China is a key source market, and it is crucial that we preserve trust among Chinese visitors. This reflects an invitation to all tourism operators, partnered agencies and stakeholders to work together in advancing Thailand’s tourism towards safe, secure and sustainable growth.”

TAT says it has prioritised Thailand’s readiness to be a safe, trustworthy, and friendly destination.

Thapanee Kiatphaibool, TAT Governor, said: “The Trusted Thailand stamp is a practical mechanism to restore traveller confidence while laying the foundation for Thailand’s tourism industry to meet international safety standards.”

Under the initiative, tourism operators will be assessed to receive the “Trusted Thailand” stamp, serving as a symbol of assurance. It is clear authorities cannot guarantee safety.

The assessment will cover four key areas: general safety measures at tourism sites such as CCTV installation, emergency response systems, controlled access and disaster preparedness; secure financial transactions with recognised global platforms (such as Alipay and WeChat Pay); foreign language communication and professional visitor care; and safe access and mobility, including clear signposting, transport connections and information points.

Beyond certification, the project also features supporting activities to strengthen confidence across the sector.

These include a public forum with agencies such as the Department of Provincial Administration, Department of Tourism, Tourist Police Bureau and Department of Land Transport to discuss integrated safety management and targeted campaigns to rebuild trust ahead of the high season.

A dedicated mini-site will be launched next month providing a self-assessment platform for operators and a directory of certified businesses accessible to visitors.

Initially, the Thailand Safe Travel Stamp project is scheduled to launch nationwide in October, with implementation across the country.

We shall see if it is effective, or window dressing.

# Just 24 hours after the policy was launched, a Scottish tourist was shot and injured in a confrontation with a local drug vendor. 
 

Korean Air plans major upshift in operations after big aircraft order

 

Korean Air is planning major increases in its services after announcing ts largest-ever order of new aircraft.

The airline has this week ordered 103 planes from Boeing in a deal that travel news hub Travel Mole reports is worth about $US36 billion.

The order includes narrow and wide bodies with Boeing 787 Dreamliners, 777 and 737 jet aircraft.

Boeing’s commercial planes chief, Stephanie Pope, called it a "landmark agreement".

Korean Air will buy 50 Boeing 737-10 jets and 45 787 and 777 long-range jets.

The airline has also ordered eight 777-8 Freighter cargo jets.

Boeing says the order will provide work for about 135,000 people across the US.

Korean Air has placed orders for more than 150 planes with Boeing so far this year.

Can a new airline survive Australia's industry duopoly?

Australia has a disturbingly long list of passenger airlines that have failed.

Ansett Australia, which lasted from 1936 to 2002, is probably the highest-profile casualty in a landscape dominated by Qantas, but others include include Bonza, Australian Airlines, Compass Airlines, Impulse, O'Connor, TigerAir, OzJet, Rebel, and dozens of others which came and went with most flyers barely noticing.

Some went bankrupt, others were swallowed up by competitors.

Then there were Hazelton and Kendell, which merged to become Rex (Regional Express).

Now there is a newcomer in this wildly competitive market - Koala Airlines, whose CEO Bill Astling predicts will be a serious competitor to Qantas and Virgin Australia.

Astling has told local media that Koala Airlines is targeting late 2026 for its debut flights, despite it not having any aircraft or an air operator’s certificate.

Koala has said it will use narrow-body, twin engine planes to service a combination of popular and niche domestic routes.

“We’ve deliberately kept a low profile - not because we’re stalling, but because we’re building something with a long-term, sustainable foundation,” Astling told the Australian Financial Review.

Koala's website (yes, they have a website) says: "Koala’s strategy will fundamentally differ from previous entrants in a domestic market which has been long dominated by two major airlines since the Australian government first introduced the Two Airline Policy in 1952.

"Under this protectionist policy, only two airlines were allowed to operate flights between state capital cities and between capitals and nominated regional centres. It was not until 1990 that the government relaxed the policy to allow competition in the market.

"While many new low-cost carriers have entered the market since 1990 and focused solely on offering cheaper fares, almost entirely leading to unsustainable competition, Koala is taking a more innovative route.

"While many new low-cost carriers have entered the market since 1990 and focused solely on offering cheaper fares, almost entirely leading to unsustainable competition, Koala is taking a more innovative route.

"Our goal is to carve out a unique niche that enhances the industry landscape without disrupting existing standards by creating a lasting impact on the industry."

We shall see.