Sam Collins, PATA Asia Specialist and Best At Travel's product manager for Far East, described the trade show as "an excellent opportunity," but noted, one month on, that "there is still a way to go for some destinations"
"This year’s WTM was full of energy, and for Asia, it was an excellent opportunity to gauge the market’s pulse. While there is still a way to go for some destinations, the region's strong representation at the show highlights its importance on the global travel map."
Cambodia’s Official Presence: A Positive Step Forward
"It was great to see Cambodia with an official presence, actively engaging with the trade. Although visitor numbers are still far from pre-Covid levels, their participation signals commitment and optimism. Recovery has been tough, particularly due to limited funding and market representation, but the hive of activity at their stand shows promise.
"Similarly, Laos is struggling, with reports of alarmingly low occupancy rates in some hotels. Both destinations need support to accelerate recovery, and it’s clear that targeted efforts in promotion and partnerships are critical."
Destinations on the Rise
"On a brighter note, destinations like Thailand, Vietnam and Indonesia are clearly on an upward trajectory. Vietnam and Japan stood out at WTM with significantly larger presences, reflecting the growing interest and booking demand. Japan, in particular, is benefiting from a favourable exchange rate, making it an increasingly accessible destination for international travellers.
"There's also a noticeable shift in focus to secondary destinations, especially in countries like Japan, Hong Kong and Thailand, where lesser-known areas are being actively promoted. This approach not only diversifies offerings but also helps in managing overtourism."
Trends for 2025
"Feedback from the show has been instrumental in identifying key trends for 2025. The push towards secondary destinations is a major theme, driven by both tourism boards and DMCs keen to boost engagement with operators. Tourists nowadays want to explore less-crowded sites.
"In Thailand, for example, Koh Lipe, Koh Samet, Koh Tao and Khao Lak are gaining popularity, and sales are shifting away from major cities like Phuket, Samui and Krabi. The emphasis on responsible tourism is also growing, with eco-hotels, sustainable tours, and proactive green initiatives taking centre stage. Sustainability is no longer just a buzzword—it’s a priority that resonates with travellers and the trade alike."
Challenges and Missed Opportunities
"While the region was well-represented overall, Malaysia’s absence was notable and disappointing. However, the addition of 15 new exhibitors from across the PATA region this year was a testament to the region's resilience and innovation, covering a broad spectrum of players, from airlines and tourist boards to DMCs, hotel groups and operators."
Looking Ahead
"The mood at WTM was very positive. Asia is clearly on the rise, with stakeholders showing a strong commitment to recovery and growth. The insights gained at the show are invaluable for shaping marketing strategies, particularly as availability becomes a key factor in decisions.
"With proactive engagement and collaboration, 2025 is shaping up to be a milestone year for the region. As an Asia specialist, I’m more confident than ever for continued success for major destinations and excited by the growth potential for the rising stars in the PATA region."
