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Hong Kong SAR, December 22, 2025 / TRAVELINDEX / As online reviews proliferate and consumer engagement goes digital, it has never been more important for hospitality businesses to understand what motivates consumers to share visual content. The old adage that “a picture is worth a thousand words” is certainly true of the online review environment, in which a single compelling photo can attract thousands of viewers and make or break a restaurant’s reputation. Research by Dr Danting Cai, Professor Neil Li, Mr Haipeng Ji and Ms Huicai Gao of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University (PolyU) and a co-author offers unprecedented insights into what drives consumers to post more photos with their online reviews. These insights may help businesses tailor their strategies to encourage more visual content sharing, thereby enhancing customer engagement and strengthening their online reputations.

In today’s ever more saturated digital world, no online review feels complete without a photograph or video to showcase the experience – and businesses are profiting from this trend, with 62% of consumers more likely to make a purchase when visuals from other customers are available. “This visual impact is particularly pronounced in tourism and hospitality”, say the researchers, “where experiences are inherently experiential, making photos invaluable for conveying ambiance, decor and sensory richness”.

For example, user-generated photos of restaurants and the food they sell can significantly influence customers’ choice of venue and the meals they order when they arrive. Surprisingly, however, we still know little about what leads customers to share more photos in online reviews. “While there is extensive research on user-generated textual content”, the authors tell us, “the motives behind photo sharing are less understood”. Furthermore, studies have often looked simply at whether photos are present or absent in reviews; they have not considered the factors influencing how many photos users post.

To find out what exactly drives diners to post photos in online reviews, the authors first drew on trait activation theory (TAT). This helped them to hypothesise about situational cues in online review environments that trigger personal traits – such as the desire for social approval or a tendency for conspicuous display – that lead consumers to share visual content. “TAT examines how external situations interact with internal traits to drive behaviour”, the researchers explain. For example, review platforms might encourage users to include photos (a task-level cue), and having a large social network can also trigger consumers to add a visual touch to their reviews (a social-level cue).

Based on TAT, the authors hypothesised that the number of photos shared in an online restaurant review depends on several key situational cues. The first is restaurant price. “In hospitality, prices signal social status”, the researchers remind us. By sharing photos of luxurious restaurant experiences online, diners can highlight their status and thus boost their self-esteem. Therefore, users who have visited an expensive restaurant are likely to include more photos with their reviews.

Second, the authors expected users with larger social networks to share more photos of their restaurant experiences. “The need for approval drives users to post content, such as reviews and photos, seeking positive feedback”, they explain. “Larger social networks amplify this effect, as a broader audience increases the chances of receiving approval”. Third, users with the reputation of “influencers” are more likely to share photos. “High-status users may add photos to their reviews to provide a comprehensive view and uphold their reputation”, the authors tell us.

The researchers also expected the positive effects of restaurant price, social network size and user reputation on photo sharing to be moderated by factors like the user’s dining experience and how far they travelled to get there. “A good user experience may prompt conspicuous display”, the authors tell us, “to showcase social status”. Meanwhile, as “the effort and resources required for long-distance travel enhance the perceived value of experiences”, tourists may share more photos than locals do.

To uncover key triggers, the researchers first analysed a large dataset of restaurant reviews to pinpoint factors affecting photo-sharing. “Subsequent online experiments examined the motivations for this behaviour,” they report. Specifically, they collected reviews of a diverse sample of Las Vegas restaurants – chosen for their culinary appeal – from Yelp.com and used rigorous statistical techniques to test how restaurant price, social network size and user reputation influenced the number of photos shared.

The findings largely supported the researchers’ initial ideas. “More photos are shared for higher-priced restaurants”, the researchers report. A clear link also emerged for user status: those with an “elite” reputation tended to share a larger number of photos. “Similarly, users with larger social networks tend to share more photos”, the researchers add. As expected, a satisfying dining experience played an important role. When diners were happy with their experience, factors like restaurant price, the size of their social network, or their online reputation had an even stronger influence on their likelihood of sharing more photos. Interestingly, one factor did not play out as expected: how far a diner had travelled to the restaurant did not seem to change photo-sharing habits in the way that the researchers had predicted.

Discovering what people do is only half of the picture. The researchers were keen to understand why. What psychological buttons are being pushed? This curiosity led them to conduct three carefully designed online experiments. They recruited real consumers, placing them in simulated scenarios: reviewing a high-priced (or moderately priced) restaurant, having a large (or small) social network, or holding “influencer” (or standard user) status. After writing a mock review, the participants indicated how likely they were to add photos.

These experiments powerfully echoed the Yelp findings: higher prices, bigger networks and elite status did indeed spur more photo sharing. Crucially, they also illuminated the underlying motivations. The results showed that the desire to make a conspicuous display (showcasing a high-status experience), the need for social approval from their peers, and the drive to uphold or enhance their reputation were the primary psychological drivers compelling diners to share more visual details.

These findings offer more than just academic insights. Beyond advancing theories of consumer behaviour in the digital age, the study offers clear, actionable guidance for the industry. For instance, to tap into the status-signalling motive, high-end restaurants can “create a visually appealing presentation and ambiance that naturally encourage photo-taking”. Furthermore, by reposting customers’ photos on their official social media channels, these establishments can validate diners’ efforts, fostering a cycle of more visual content sharing.

“For users with elite status and wide social networks”, the researchers suggest, “businesses could implement tiered incentives, such as exclusive discounts or event invitations, to motivate photo sharing”. Review platforms can also contribute by spotlighting content generated by these key users, granting them greater visibility. Another avenue is for businesses to launch online referral and brand ambassador programmes, specifically targeting users with large networks to further leverage their influential power.

The authors conclude with an important lesson for all hospitality businesses in the digital age. “Considering that user experience influences photo-sharing behaviour, businesses should strive for exceptional service”, they say – as memorable experiences are far more likely to be captured and shared.

Danting Cai, Hengyun Li, Rob Law, Haipeng Ji and Huicai Gao (2024). What Drives Consumers to Post More Photos in Online Reviews? A Trait Activation Theory Perspective. International Journal of Contemporary Hospitality Management, Vol. 36, No. 12, pp. 3989–4010.

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Hong Kong, Hong Kong SAR, December 22, 2025 / TRAVELINDEX / The MarcoPolo700 Foundation has appointed Alexander Rayner as Global Ambassador to help amplify Marco Polo’s legacy by inspiring exploration, education, and cultural exchange.

Marco Polo (1254-1324) influenced global trade and inspired and encouraged curiosity about Asia and expanded Europe’s knowledge of the East. During his travels (1271–1295) he expanded his family’s trade network and establish relations with the Mongol Empire, especially Kublai Khan’s court in China. He sought to learn about distant lands, peoples, and customs, later documenting them for Europe in “The Travels of Marco Polo.”. He carried messages and gifts between the Pope and Kublai Khan, acting as an intermediary between East and West, and by recording what he saw, and he introduced Europeans to new products, like paper money, coal, silk, spices, and porcelain.

MarcoPolo700 Foundation Trustee, David Piesse remarked “We are pleased to appoint Alexander Rayner as Global Ambassador, an established professional with over 40 years of experience in the travel and tourism sector including with the United Nations World Tourism Organisation (UN Tourism), Pacific Asia Travel Association (PATA), and in private sector entities across numerous segments of the visitor economy. Alex completed executive education programs in Artificial Intelligence, and Disruptive Innovation at the Harvard Business School, that will help to make MarcoPolo700 Foundation an AI First organisation, and to leverage the benefits of third wave AI and digital asset technology.”

David Piesse added “this has a special synergy to the recently established partnership with Durham University to develop a pioneering East-West Institute in Hong Kong. This is the first of its kind in the world, the Institute will bring the connected histories and cultures of East and West to a new generation in Hong Kong, Macau, and the rest of the Greater Bay Area, and will be supported by innovative AI and digital technologies.

Alexander Rayner said “I am delighted to be part of the team at MarcoPolo700 Foundation with the vision of “a world enriched by curiosity”. Curiosity connects us all beyond language, culture and borders and is an essential character of future leaders. Curiosity can be the key catalyst for inspiring exploration, education, and cultural exchange”.

This initiative will help drive tourism and trade in the countries along the Marco Polo Silk Road route, and support UNESCO World Heritage Sites in globally significant locations (natural or cultural) protected by an international treaty for their outstanding value to humanity.

ABOUT MarcoPolo700 Foundation
The MarcoPolo700 Foundation, is a UK charity established in 2023 on the 700th anniversary of Marco Polo’s passing, and is driven by the vision of a world enriched by curiosity, and mission to amplify Marco Polo’s legacy by inspiring exploration, education, and cultural exchange.

Programmes include an AI Digital Arts Competition that enables secondary school students to collaborate and to merge AI technology with human artistic expression.

For more information about the MarcoPolo700 Foundation, please visit www.marcopolo700.org or contact: contact@marcopolo700.org.

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Bangkok, Thailand, December 22, 2025 / TRAVELINDEX / The Extraordinary Travel Festival (ETF), the world’s premier gathering for extreme travelers and global explorers, proudly announces Jaime Alemán as a keynote speaker for ETF III, taking place October 22–25, 2026, in Bangkok, Thailand.

Alemán is the first individual in human history to achieve a staggering trifecta of exploration:

• Traveled to all 193 UN member countries
• Reached both the North and South Poles
• Journeyed into outer space

His appearance at the Extraordinary Travel Festival marks a rare opportunity for attendees to hear firsthand from one of the planet’s most accomplished contemporary explorers.

“Jaime Alemán embodies the absolute pinnacle of global exploration,” says ETF co-founder Ric Gazarian. “Very few people have been to every country. Even fewer have reached both poles. And only a tiny fraction of humanity has ever traveled to space. To combine all three is extraordinary—and perfectly aligned with the ethos of the ETF.”

About ETF III

ETF III will unite hundreds of the world’s most traveled individuals, including country collectors, overland adventurers, explorers, extreme travelers, and those pushing the boundaries of what it means to experience the world. The event will feature more than 20 speakers, including adventurers who have climbed the Seven Summits, visited every sovereign nation, and explored some of the most remote corners of the globe.

The festival will also bring together the leaders and members of major communities such as Every Passport Stamp (31,000 members), Travel Massive (60,000 members), Pangea (27,000 members) and NomadMania (25,000 members), creating unparalleled opportunities for networking among the world’s most dedicated travel enthusiasts.

“Our goal is to convene the world’s most passionate travelers in one place,” Gazarian says. “Bangkok, with its vibrant culture and unmatched energy, is the perfect location to host this next edition of the festival.”

ETF III will include keynote talks, breakout sessions, cultural programs, vibrant social gatherings, and a gala dinner. The event has previously drawn international media attention, with coverage in the Wall Street Journal and the Australian Financial Review, both of which have featured ETF in front-page travel stories.

Ticket Information

Tickets for ETF III are now on sale:
 extraordinarytravelfest.com/tickets/

Use code BANGKOK for a discounted rate.

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Bangkok, Thailand, December 22, 2025 / TRAVELINDEX / As Mandarin Oriental, Bangkok approaches its 150th anniversary in 2026, a new chapter begins, one that honours the hotel’s storied heritage while looking to the future with intention and imagination. The Kingdom’s first luxury hotel invites guests to be a part of Unfolding Legacies, a year-long programme of experiences shaped by culture, craft, and the enduring spirit of the river.

Culinary artistry sits at the heart of this commemorative year. Masters of the 150th: An Epicurean Journey brings together acclaimed guest chefs from around the world, including Michelin-starred chefs, in a series of four-hand collaborations and intimate pop-up encounters. Each chef cooks alongside the hotel’s own culinary team, sharing philosophies of flavour and approach.

THE OPENING CHAPTER
Chef Richard Ekkebus x Chef Alex Dilling
14 to 18 January 2026 at Alex Dilling at Lord Jim’s

The journey begins with a meeting of two remarkable culinary voices. Two-Michelin-starred Chef Alex Dilling, who brings precision and modernity to his namesake restaurant at Lord Jim’s, welcomes Chef Richard Ekkebus, the Culinary Director of the three-Michelin-starred and Green-Michelin-starred Amber at Mandarin Oriental The Landmark, Hong Kong.

Chef Ekkebus, one of Mandarin Oriental Hotel Group’s most respected home-grown talents, is known for redefining contemporary French cuisine in Asia through craftsmanship and a thoughtful, sustainable approach. Chef Dilling, celebrated for his technical mastery and creative depth, earned two Michelin stars in London within six months, a testament to his distinct vision.

Across five evenings, the two chefs present a six-course dinner that threads classical French techniques with modern expression. The highlight menu includes:

• Smoked Limousin sweetbread, black winter truffle and celeriac
  by Chef Alex Dilling
• Aka Uni with cauliflower, lobster Jell-O and Royal Cristal caviar
  by Chef Richard Ekkebus
• ‘Hunter’s Chicken’ with Landes corn-fed chicken, wild mushroom and sauce Albuféra
  by Chef Dilling
• Williams pear and yellow bell pepper sorbet, saffron crème brûlée with passion fruit, ginger and honey
  by Chef Ekkebus

The menu is served exclusively at dinner and priced at THB 12,500++ per person for food only, with wine pairings available. Seating is limited and advance reservations are warmly recommended via online booking or by telephone at +66 (2) 659 9000, or email at mobkk-adlordjims[@]mohg[.]com.

LOOKING AHEAD
Throughout 2026 and early 2027, Mandarin Oriental, Bangkok will continue to reveal new chapters of Unfolding Legacies, each thoughtfully curated to reflect the hotel’s heritage, people, craft, and cultural influence. Guests, neighbours, and fans of the brand are invited to join this milestone celebration, honouring not only 150 years of history but a living legacy that continues to inspire, evolve and welcome the world by the river.

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Sharm El-Sheikh, Egypt, December 20, 2025 / TRAVELINDEX / In an elegant atmosphere and with a high-level attendance, Concorde El Salam Hotel – Sharm El-Sheikh hosted the award ceremony honoring Mr. Samir Roshwan, General Manager of the hotel, with the African-Asian Union (AFASU) Award as Best Five-Star Hotel General Manager across Africa and Asia, as part of the AFASU International Hotel Awards.

The ceremony was attended by leaders of the African-Asian Union, a number of senior officials and experts in the tourism and hospitality sector, as well as the entire Concorde El Salam Group team, in a scene reflecting the stature and significance of the event.

In his speech, Mr. Samir Roshwan expressed his pride and appreciation for this international recognition, emphasizing that hospitality represents for him a passion and a lifelong journey spanning more than thirty years. He noted that this achievement is the result of collective teamwork and continuous cooperation with teams who believe in the values of quality, professionalism, and guest service. He also extended his sincere thanks to the African-Asian Union (AFASU) for this prestigious honor.

For his part, Dr. Hossam Darwish, President of the African-Asian Union (AFASU), stated in his address that the award followed a rigorous, professional, and transparent evaluation process. He highlighted that Mr. Samir Roshwan stands as an exemplary model of tourism leadership and distinguished hotel management in Africa and Asia. Dr. Darwish added that through its international awards, the Union is keen to support excellence and spotlight inspiring success stories that elevate the tourism and hospitality industry.

Major General Ashraf Abu Eish, Secretary-General of the African-Asian Union, also delivered a speech in which he affirmed that this honor reflects the value of administrative discipline and institutional stability in hotel operations. He praised Mr. Roshwan’s ability to achieve sustainable operational success and to maintain an outstanding professional reputation for Concorde El Salam Hotel, thereby reinforcing Sharm El-Sheikh’s status as a global tourism destination.

This recognition came following an assessment by an international jury comprising a distinguished group of experts in tourism and hospitality, based on strict criteria that included administrative leadership, service quality, innovation, human resources management, and sustainability. Mr. Samir Roshwan outperformed a number of general managers from various countries across Africa and Asia.

This event aligns with the vision of the African-Asian Union (AFASU) to encourage excellence in the tourism and hotel sector, support successful leaders, and enhance the competitiveness of Africa and Asia on the global tourism map.

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Chiang Mai, Thailand, December 20, 2025 / TRAVELINDEX /  Meliá Chiang Mai has landed a coveted spot in well-respected Australian magazine Holidays with Kids Readers’ Choice Awards, lauded as among “Thailand’s Best Family Resorts” for a third consecutive year.

Meliá Chiang Mai rounded out the list of 12 Thailand hotels and resorts and was the only property in Chiang Mai, in Thailand’s mountainous north, to make the cut.

Nominations for the Holidays with Kids 2025 Best Family Resorts Awards were open for 12 months and came from the magazine’s vast readership of more than 600,000 parents.

“This year’s winners don’t just meet expectations, they raise them. From immersive kids’ clubs that spark genuine excitement and imaginative activities to standout facilities and family-focused dining, these resorts are setting new standards for family holidays,” the publication said.

Holidays with Kids spotlighted Meliá Chiang Mai as “a stylish, family-friendly hotel in the heart of Chiang Mai, Thailand”.

“Guests can unwind at YHI Spa, which offers massages, scrubs, wraps and facials, or maintain their fitness routine at the fully equipped gym,” the magazine said. “The property features five bars and dining venues, serving a variety of culinary delights, and also highlights the Meliá Farm 360 program, which connects guests with the resort’s eco-farming initiatives that help supply fresh produce to its restaurants. The rooftop bar offers sweeping views of the surrounding city and mountains, while the outdoor pool provides a refreshing retreat after a day of sightseeing. Children can enjoy the well-equipped kids’ club, giving parents a chance to relax or enjoy a romantic evening, while knowing their little ones are cared for and entertained.”

Meliá Chiang Mai’s general manager Marc Selinger said he and his team were thrilled that the hotel had been named among Thailand’s leading family properties in the awards for the third year in a row.

“We offer an array of experiences for the whole family, from our Family Rooms with puzzles, board games, a children’s tent and toys, to our expansive kids and teens club with featuring activities like Thai boxing, umbrella painting, and arts and craft with recycled materials,” he said. “Families also love our vast outdoor swimming pool which includes a shallow area for the little ones with two water slides, a rain curtain, water fountains and a giant tipping bucket. Plus our hotel is a terrific gateway to Chiang Mai’s leading attractions including the iconic Wat Phrathat Doi Suthep, the Chiang Mai Night Safari and the quirky Elephant Poo Poo Paper Park.”

About Asset World Corp Public Company Limited
Asset World Corp Public Company Limited (AWC) is Thailand’s leading integrated lifestyle real estate group and a member of TCC Group, with the focus on hospitality, lifestyle destinations, and commercial workspaces. Driven by the philosophy of “Building a Better Future,” AWC strives to grow and expand beyond the norms with a diverse array of quality projects, providing responsible and sustainable solutions for all our stakeholders. The company has two main businesses. Hospitality business managed by top hotel executives of world-renowned hotel brands such as Marriott, The Luxury Collection, Okura, Banyan Tree, Hilton, Sheraton, and Melia, and Commercial properties whose projects include 1) Retail and Wholesale such as lifestyle travel destinations, community shopping malls, community markets, and wholesale business real estate. Popular real estate projects consist of Asiatique the Riverfront Destination, Gateway at Bangsue, AEC FOOD WHOLESALE PRATUNAM, and Tawanna Bangkapi, and 2) Commercial buildings including the famous ‘The Empire’ and Athenee Tower located in Bangkok’s central business district. AWC is committed to integrating its sustainability strategy in every part of its operations to create long-term sustainable value for all stakeholders. The sustainability strategy consists of three key pillars: Better Planet, Better People and Better Prosperity, while the framework has created numerous long-term initiatives including the ReConcept, The GALLERY and other projects.

About Meliá Hotels & Resorts
Meliá has 125 hotels in Europe (56), America (18), Cuba (16), Africa (5) and Asia (30). We are present in 32 countries and currently have 21 hotels under development in 11 countries. At Meliá Hotels & Resorts, we stand out for our unique Spanish style in the hospitality industry and for our warmth, closeness and passion for service. This means that we offer our guests a unique wellness experience. Our Spanish warmth and spontaneity are part of our Mediterranean roots and are always present in the Meliá experience. An experience that is enriched by providing thoughtful extra services. Paying attention to the smallest details and providing personalized experiences for each guest. How do we interpret wellness in the MELIÁ brand? We see wellness from an innovative perspective. It is not wellness applied only to nutrition or wellness services, it is 360º wellness. The wellness we want to convey is global. You can find it in all aspects of the brand from different perspectives: physical wellness, spiritual wellness, leisure wellness, social wellness, occupational wellness, environmental wellness, financial wellness and nutritional wellness.

About Meliá Hotels International
Founded in 1956 in Palma de Mallorca (Spain), Meliá Hotels International has more than 400 hotels open or in the process of opening, in more than 40 countries, and a portfolio of nine brands: Gran Meliá Hotels & Resorts, ME by Meliá, The Meliá Collection, Paradisus by Meliá, Meliá Hotels & Resorts, ZEL, INNSiDE by Meliá, Sol by Meliá, and Affiliated by Meliá. The Company is one of the world’s leading hotel chains in the leisure segment and its experience in this area has allowed it to consolidate itself in the growing market of urban hotels inspired by leisure. Its commitment to responsible tourism has led it to be recognised as the most sustainable European hotel company in the world (chosen as “Sustainability Yearbook Member” in 2024 by S&P Global), as well as being a “Top Employer 2024” brand in Spain, Dominican Republic, Mexico, Italy, Germany, France and Vietnam.

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Bangkok, Thailand, December 20, 2025 / TRAVELINDEX / Blue Elephant Restaurants in Thailand, led by Master Chef Nooror Somany Steppe (centre), were recently honoured with the prestigious Thai SELECT 2025 certifications, presented by Mrs. Suphajee Suthumpun, Minister of Commerce, at the Bangkok Marriott Marquis Queen’s Park.  Blue Elephant Cooking School & Restaurant in Bangkok and Phuket, along with Blue Elephant Sukhumvit, proudly received the highest distinction in the programme – the Thai SELECT 3-Star certification.

Pictured from left are:  Blue Elephant Group’s Kim Steppe, Master Chef Nooror Somany Steppe, and Kris Steppe.

This year’s Thai SELECT Award 2025 honours 202 restaurants, categorized as follows:

Thai SELECT 3 Stars: 12 restaurants

Thai SELECT 2 Stars: 30 restaurants

Thai SELECT 1 Star: 160 restaurants

The complete list of all 202 certified restaurants will be published in the Thai SELECT Guide 2025 and promoted internationally through collaborations with foreign influencers producing restaurant review content across Thailand. To date, a total of 460 restaurants nationwide have been awarded the Thai SELECT seal.

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Phuket, Thailand, December 19, 2025 / TRAVELINDEX / Renowned Master Chef Nooror Somany Steppe, founder of the internationally acclaimed Blue Elephant Group, has been featured as the master chef in “Silvia entdeckt – Thailand” (Silvia Discovers – Thailand), a high-profile travel documentary by Austrian television star Silvia Schneider, filmed on location in Phuket.

Produced by Silvia Schneider GmbH for ORF, Austria’s national broadcaster, the programme presents Phuket through its cultural heritage, natural beauty, and culinary excellence. A key highlight is the culinary journey shared by Silvia Schneider with Master Chef Nooror, alongside Chef Kris Steppe, showcasing not only the depth, authenticity, and refined techniques of Thai cuisine rooted in tradition and sustainability but also the cultural and human diversity of Phuket.

The documentary forms part of a strategic collaboration with the Tourism Authority of Thailand (TAT) and Thailand’s Public Relations Department, and is expected to reach more than 4 million viewers across ORF’s broadcast and digital platforms, significantly amplifying Thailand’s visibility in Central Europe.

Filmed across Phuket Old Town and surrounding locations, the programme captures the island’s human and cultural diversity while positioning Thai gastronomy as a powerful expression of Thailand’s soft power. Master Chef Nooror’s participation reinforces Blue Elephant’s role as a global ambassador of Thai culinary heritage.  The Blue Elephant curries and Thai Grocery Line, which are currently exported to more than 48 countries, are reckoned in Austria as the most highly rated and well-known reference for Thai Culinary Excellence.

“Silvia entdeckt – Thailand” is scheduled to air on Sunday, 28 December 2025 at 5.30 pm on ORF.

Photo Credit:  Juraj Melicher/ORF (IG:  toldstory.studio//FB: Toldstory Studio

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Multan, Pakistan, December 19, 2025 / TRAVELINDEX / BWH Hotels, a leading global hospitality enterprise comprising WorldHotels, Best Western Hotels & Resorts and SureStay Hotels, continues to elevate the hotel sector in Pakistan with the opening of the country’s inaugural Best Western Plus hotel, and the group’s first property in the vibrant Punjabi city of Multan.

Best Western Plus Grand Hotel Multan is conveniently situated on Azmat Wasti Road, a major thoroughfare between the historic city center and the Multan Cantt commercial district. From the hotel, guests can easily access key business and leisure attractions, such as Fort Kohna Qasim Garden, Hussain Agahi Market and the United Mall. The City Railway Station is just 2km away and Multan International Airport can be reached in less than 15 minutes.

With this prime location, domestic and international visitors can stay in comfort and style, with 50 rooms and suites all equipped with state-of-the-art amenities. Guests can begin their day with breakfast in the bright and inviting restaurant, which serves both local and Western cuisine throughout the day, while the café provides a welcoming space to unwind, meet with colleagues and enjoy freshly brewed coffee or tea. Additional facilities include a fully equipped fitness center, a rooftop pool and flexible event spaces, including two executive meeting rooms and a ballroom that accommodates up to 180 guests for a wide range of gatherings.

Every aspect of the hotel experience is underpinned by the enhanced brand standards of Best Western Plus, which deliver unmatched value and upgraded services. Members of Best Western Rewards®, the award-winning loyalty program that’s free to join, can enjoy exclusive benefits and points that never expire. These points can be redeemed for exciting rewards like free room nights, airline miles and gift cards.

“Following the successful debut of our first property in the scenic Hunza Valley, we are proud to continue expanding our footprint across Pakistan, where we now operate in key cities such as Islamabad, Lahore, Quetta, Rawalpindi, Faisalabad and Gujranwala, with more in the pipeline. Building on this momentum, we are delighted to introduce Multan to our industry‑leading brand Best Western Plus. As a major business, cultural and commercial hub attracting a growing number of travelers seeking international‑standard hospitality, Multan is a strategic step in our growth journey,” said Olivier Berrivin, Vice President – APAC, BWH Hotels.

This marks the seventh BWH Hotels property in the country and the fifth this year alone.

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Cebu, Philippines, December 18, 2025 / TRAVELINDEX / The Philippines is preparing to host the ASEAN Tourism Forum (ATF) 2026, with Cebu confirmed as the host destination for Southeast Asia’s most influential annual tourism and travel-trade event. As ASEAN’s flagship tourism platform, ATF convenes tourism ministers, national tourism organisations, international buyers, destination marketers, hospitality groups, and global media to strengthen ASEAN’s position as a unified and competitive tourism region.

The 2026 edition carries added strategic importance as the Philippines assumes the ASEAN Chairmanship, reinforcing its leadership role in regional tourism cooperation and policy direction.

A Strategic Platform for ASEAN Tourism Trade
Since its launch in Malaysia in 1981, the ASEAN Tourism Forum has evolved into one of the region’s most effective platforms for tourism policy dialogue and commercial exchange. Over more than four decades, ATF has facilitated market access, product development, and cross-border collaboration among ASEAN member states.

Returning to the Philippines ten years after it last hosted the forum, ATF 2026 underscores the country’s renewed focus on trade-driven growth, sustainability, and long-term regional partnerships.

Why Cebu and Mactan Matter to the Industry
Cebu’s selection reflects its growing stature as a meetings, incentives, conferences, and exhibitions (MICE) destination, supported by strong air connectivity, established hotel inventory, and professional event infrastructure. Known as the “Queen City of the South,” Cebu combines heritage appeal with the scale and reliability required for major international trade events.

Mactan Island, where core ATF and TRAVEX activities will be held, adds a resort-driven dimension. With its concentration of internationally branded hotels, marine attractions, and proximity to Mactan-Cebu International Airport, the area offers operational efficiency alongside leisure appeal—key considerations for trade buyers and sellers alike.

TRAVEX 2026: The Commercial Engine of ATF
At the centre of ATF 2026 is the ASEAN Travel Exchange (TRAVEX), the region’s largest B2B tourism marketplace. Taking place from 28–30 January 2026 in Mactan, Cebu, TRAVEX connects ASEAN tourism suppliers with international buyers through a structured, appointment-based system.

The marketplace enables participants to pre-schedule up to 100% of one-on-one meetings, maximising ROI and time efficiency. Exhibitors will represent all ASEAN member states, showcasing destination updates, new travel products, hotel developments, and tour innovations aimed at international markets.

Beyond the exhibition floor, TRAVEX features curated networking opportunities, including hosted luncheons, evening functions, and cultural events—designed to facilitate relationship building and longer-term commercial partnerships.

Conferences, Policy Dialogue, and Market Intelligence
ATF 2026 will run alongside a robust program of tourism conferences, ministerial meetings, and national tourism organization briefings. These sessions provide buyers, sellers, and media with first-hand insights into regional visitor trends, policy priorities, and future market strategies.

Key discussion areas include sustainability, digital transformation, connectivity, and collaborative destination development, topics central to ASEAN’s medium- and long-term tourism growth.

Pre- and Post-Event Touring for Buyers and Media
A defining feature of ATF is its curated pre- and post-event tours, offering buyers and media direct exposure to the host country’s tourism products. In Cebu, itineraries will highlight heritage districts, cultural landmarks, and local community experiences, complemented by island-hopping and marine-based activities around Mactan.

Extended programmes to Boracay and Manila will provide additional product insights, allowing participants to experience a broader cross-section of Philippine tourism offerings suitable for different market segments.

Sustainability and Responsible Growth
Sustainability will remain central to ATF 2026’s agenda, with a focus on responsible destination management, environmental protection, and inclusive tourism development. These priorities align with ASEAN’s broader objectives of driving higher-value travel while safeguarding cultural and natural assets.

Media, Visibility, and Global Trade Reach
International media coverage will play a key role in amplifying ATF 2026 outcomes. Trade-focused reporting, destination features, and executive interviews will extend the forum’s commercial impact beyond the event itself. Travelindex Media Group will provide editorial coverage, supporting global visibility for participating destinations and brands.

Tourism organisations, hotels, and destinations wishing to meet with Travelindex Media Group during ATF 2026 may contact: partners@travelindex.org

Outlook for ATF 2026
For the travel trade, ASEAN Tourism Forum 2026** represents a critical marketplace and knowledge exchange at a time of renewed regional growth. Hosted in Cebu under the Philippines’ ASEAN Chairmanship, the event is positioned to deliver measurable business outcomes, deeper regional alignment, and a stronger collective ASEAN tourism proposition.

Further information and registration details are available at atfphilippines.com

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