The Pacific Asia Travel Association (PATA) gathered insights from members attending WTM 2025, where the region was very much in the spotlight. Despite hints of a short-term slowdown from Europe, optimism prevailed throughout the show, fueled by new air routes, relaxed visa policies, and the continued diversification of Asia’s tourism offering.
PATA member Sandra Kwan, UK Trade Sales and Marketing Manager for the Okinawa Convention & Visitors Bureau (OCVB), reported strong engagement throughout the event. “Strong interest in Okinawa was evident. We connected with new travel companies, some of whom were unfamiliar with the prefecture and were pleasantly surprised by its diverse offerings beyond beaches, as well as its convenient connections to nearby destinations such as Taiwan, South Korea, and China.” Kwan noted that operators were keen to feature Okinawa more prominently within Japan itineraries.
Gavin Dixon, a PATA Committee member and Product Manager Africa/Asia at Freedom Holidays, highlighted that Sabah tourism is experiencing a strong peak period for arrivals, particularly in September. “We discussed the ongoing FCDO advisory against traveling to the north and east coast islands (e.g., Selingan Island). There is hope that the British embassy will send a delegation to evaluate the safety of the area, similar to a trip that took place to a different coast in 2024, although nothing is confirmed.”
Discussions with the Vietnam Tourist Board centered on the potential reopening of a UK office in 2026. “Given that the UK is their top European source market, the trade could benefit from having someone to promote the destination. There are lots of new and exciting developments, such as Bhaya Cruises, which launched a new luxury boat, ‘Soul’ this summer, focusing on wellness, signifying a shift toward more contemporary travel in Vietnam.”
Overall, after three years of unprecedented growth from Europe/UK, the last three months have indicated a slowdown. Sam Collins, PATA Committee member and Product Manager at Best at Travel, observed this momentum shift. “Despite this, Thailand, Vietnam, Cambodia, and Laos reported steady interest, backed by new routes and visa-free entry for UK travelers. Cambodia’s strong presence at WTM inspired further growth confidence for 2026.”
Airlift to Asia continues to grow significantly. Norse Atlantic launched new routes from London Gatwick and Manchester to Bangkok starting October 26, 2025. British Airways has boosted capacity from London Gatwick to Bangkok, alongside its daily services to Kuala Lumpur and twice-daily service to Tokyo Haneda. Virgin Atlantic recently announced its first-ever direct flight from London Heathrow to Phuket, commencing October 2026. Cathay Pacific has enhanced its premium experience with the new “Aria Suite” business class on its London–Hong Kong route, while London Gatwick strengthens connectivity with services to Singapore, Shanghai, and Baku.
Confidence was reflected by Malaysia, especially in Sarawak and Sabah, both citing strong UK demand and forecasts for ongoing expansion.
Helen Wheat, PATA Committee member and Destination Manager for Travelbag, summarized the show’s energy: “Five years post-pandemic, and it’s beginning to feel like WTM London is back in business with bustling halls and full meeting schedules. This year’s show presented a wide range of suppliers from across the Pacific-Asia region, and it was encouraging to see secondary destinations investing in WTM with larger stands.”
In conclusion, WTM 2025 marked a successful event for Pacific Asia, demonstrating the region’s strengths and diversity. There’s a clear appetite for authentic, sustainable, and experience-rich travel, with no signs of tourism slowing down as new hotels, products, tours, and airline routes are expected for 2026 and beyond.
