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      THE GLOBAL EDUCATION FORUM PUTS A SPOTLIGHT ON THE FUTURE OF TOURISM

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      A priority for global tourismAccording to data analysed by UNWTO, the majority of the global tourism workforce are young people, many of them without further training or qualifications. At the same time, existing tourism education centres and programmes prioritise hospitality, with UNWTO aiming to fill the gaps and deliver courses and other trainings to allow students to gain knowledge of every part of the diverse sector. Opening the Forum, UNWTO Executive Director Natalia Bayona made clear the opportunities and challenges: Tourism is the top employer of youth: over 50% of its workers aged 25 years old or less1 , while around 882,000 tourism jobs2 per year will require vocational training by 2030.
      Ministers of Tourism from Andorra, Bahrain, Guatemala, the Philippines and Zambia brought their expert insights to a high-level Debate on Policies to Foster Innovation & Education for Current and Future Generations. Challenges highlighted included the high turnover of tourism staff in comparison to other economic sectors and the lack of tourism as a subject in schools in most education systems. The discussion explored opportunities for shaping new policies, effective instruments, and global partnerships to support inclusive and sustainable tourism development while addressing the skill gap and creating value-added jobs.
      UNWTO presents the Education Toolkit for the incorporation of tourism as a subject in high schoolsWithin the Education Forum, UNWTO presented the Education Toolkit, a guide of recommendations for helping all actors involved on education in the introduction of tourism as a subject of the secondary school curricula with the ultimate goal of attracting and cultivating the right talent for the tourism sector.
      The UNWTO Education Toolkit offers an overview of the current status of high schools and vocational education training worldwide, it also gives recommendations derived from the contributions of UNWTO member states, non-member states and academic partners and it also presents successful case studies of integrating tourism education and training in public and private schools. In addition, it includes a comprehensive overview of the benefits, with specialized curricula provided by UNWTO’s academic partners: the Cambridge Assessment International Education, American Hotel & Lodging Educational Institute (AHLEI), and the International Baccalaureate Organization (IBO).
      Also at the Forum, participants were given an overview of the recently inaugurated Tourism Academy in Samarkand in collaboration with UNWTO, a key outcome of the country’s strong partnership with UNWTO.ADVERTISEMENTUNWTO – HSLU Bachelor of Science in International Sustainable TourismDuring Bayona’s keynote speech, she also presented the flexible three-year BSc in International Sustainable Tourism that UNWTO and the Swiss public university of Lucerne for Applied Sciences and Arts (HSLU) have developed to empower the future-oriented transformation of the entire tourism sector. This unique initiative will be the first time that UNWTO has been actively involved in an undergraduate programme, with modules that include a variety of UN-related topics, such as UN Diplomacy & Tourism and Global UNWTO Missions & Initiatives, and deliberately embeds the UN’s values and global goals throughout the courses. The first cohort of the programme will commence in fall 2024 with a first year in Madrid, followed by a remote year and a third last year in Switzerland.
      Ulysses Prize for Tourism EducationIn a fitting culmination to the Global Education Forum, Dr. Bao Jigang was honoured with the prestigious Ulysses Prize, a testament to his remarkable contributions to the field of tourism. Awarded as the 16th laureate of this esteemed accolade bestowed by UNWTO for outstanding achievements in the creation and dissemination of knowledge within the realm of tourism, Dr. Bao’s illustrious career stands as a shining example of his invaluable impact. Throughout his distinguished academic journey, he has played a pivotal role in catalysing the growth of domestic tourism, in his homely of the People´s Republic of China, elevating its scale and significance as a premier global tourism destination.

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      ANGUILLA TOURIST BOARD APPOINTS MS. KIMBERLY KING AS CHIEF MARKETING OFFICER

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      The Anguilla Tourist Board (ATB) is pleased to announce the appointment of Ms. Kimberly King to the position of Chief Marketing Officer.Ms. King is an accomplished tourism marketing professional with a strong record of achievement in both the public and private sectors,” stated Mr. Kenroy Herbert, Chairman of the Anguilla Tourist Board. “She has an innate understanding of the challenges facing the Caribbean region, particularly for small destinations like Anguilla. She has successfully tackled these issues with innovative and creative strategies and programs, and we are confident that the expertise she brings to the Tourist Board will enhance our presence and advance our initiatives in all major source markets.”
      As Chief Marketing Officer, Ms. King will be responsible for the development, execution, and continuous review of all marketing programs of the Anguilla Tourist Board.
      “I am delighted and honored to join the Anguilla Tourist Board, and I deeply appreciate the vote of confidence from the Board in offering me this wonderful opportunity,” said Ms. King.  “Anguilla is an amazing destination with tremendous potential and a unique story to tell.  I look forward to working closely with the talented team at the ATB to elevate the Anguilla brand and position the island as the premier Caribbean destination for discerning leisure and business travelers.”
      Prior to joining the Anguilla Tourist Board Ms. King served as the Destination Marketing Manager for the Discover Dominica Authority, where she successfully developed and implemented the marketing strategy for the Dominica destination brand. Under her tenure overall brand awareness, destination arrivals, and occupancy levels increased significantly. She pioneered select digital marketing strategies which resulted in more dynamic content for event marketing, and introduced a pillar strategy, which, among other factors, resulted in Dominica being named the #1 island in the Caribbean, Bermuda, and the Bahamas by Travel + Leisure’s World’s Best Awards in 2022.
      Her private sector experience includes executive positions with leading hotel chains Blue Diamond Resorts, as Sales and Accounts Manager for the Eastern Caribbean, and Rex Resorts, as Regional Sales Manager.  Ms. King began her tourism career at the Hyatt Regency Trinidad, where she served in a variety of capacities, rising to the position of Events Sales Manager.ADVERTISEMENTMs. King holds a Masters Degree in Marketing Management from the Arthur Lok Jack Graduate School of Business. She earned her undergraduate degree in Hospitality and Tourism Management from the University of the West Indies, St. Augustine, where she was awarded Most Outstanding Tourism Student by the Ministry of Tourism.
      For information on Anguilla please visit the official website of the Anguilla Tourist Board: www.IvisitAnguilla.com; follow us on Facebook: Facebook.com/AnguillaOfficial; Instagram: @Anguilla_Tourism; YouTube; Twitter: @Anguilla_Trsm, Hashtag: #MyAnguilla.

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      MARCEL THOMA APPOINTED GENERAL MANAGER OF MANDARIN ORIENTAL, NEW YORK AND GROUP AREA VP OPERATIONS

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      Unleash Your Inner Thrill-Seeker with Halloween in Jamaica’s Haunted Paradise

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      Jamaica, with its rich history and vibrant culture offers a unique and thrilling experience for Halloween enthusiasts. One of the most intriguing destinations is the Rose Hall Great House, located in Montego Bay.This historic mansion is known for its haunting tales and legends, making it a perfect setting for those seeking a spooky adventure.
      Step into the gripping tale of Annie Palmer’s reign, the mistress of the cursed Rose Hall Great House. As the night falls, visitors can embark on ghost tours or explore the eerie corridors, hearing chilling stories about the infamous White Witch Annie Palmer of Rose Hall who turned the plantation into a harrowing realm of unspeakable horrors. With its dark history and mystery, Rose Hall provides an unforgettable Halloween experience that combines history, folklore, and a touch of the supernatural.
      Jamaica itself is a fantastic destination for a Halloween getaway. If you’re looking to take a break from the spine-tingling Halloween activities at Rose Hall, look no further than the idyllic Doctor’s Cave Beach, a serene oasis just a short distance away. Known for its crystal-clear turquoise waters and pristine white sand, Doctor’s Cave Beach offers the perfect escape from the eerie tales and spooky season festivities. Visitors can also enjoy Jamaica’s beautiful landscapes and vibrant culture which add an extra layer of excitement to the Halloween merriment. Immerse yourself in lively celebrations, street parties, and themed events that showcase the island’s artistic talents and vibrant spirit. Whether it’s attending a costume party, indulging in delicious Jamaican cuisine, or dancing the night away to pulsating rhythms, Jamaica offers a unique blend of spooky fun and tropical charm for Halloween celebrations.
      For further information please visit https://www.visitjamaica.com/.

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      ITB Asia 2023 – a Major Success With a 42% Growth in Attendance, Paving the Way for a Promising 2024

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      MARCEL THOMA APPOINTED GENERAL MANAGER OF MANDARIN ORIENTAL, NEW YORK AND GROUP AREA VP OPERATIONS More

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      ATM 2024 to explore the full spectrum of travel and tourism

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      Attendees from around the world will explore opportunities spanning the full spectrum of travel and tourism – including leisure, business, luxury and meetings, incentives, conferences and exhibitions (MICE) – at the 31st edition of Arabian Travel Market (ATM), which will take place at Dubai World Trade Centre (DWTC) in the UAE from Monday 6 to Thursday 9 May 2024.
      Revenue in the global travel and tourism market is projected to reach $854.7 billion this year, according to research conducted by Statista. The sector is expected to grow at a compound annual growth rate (CAGR) of 4.42 per cent during the period 2023-27, passing the trillion-dollar mark within the next four years.
      Allied Market Research valued the global business travel market at $689.7 billion in 2021, predicting that the segment would grow to $2.1 trillion by 2031. The global luxury travel market, meanwhile, is on course to pass $440 billion by the end of this decade, according to research from Coherent Market Insights. The MICE segment also continues to make valuable contributions in GCC countries such as the UAE, where DWTC’s most recent Economic Impact Assessment (EIA) Annual Report estimated that the venue’s total economic output – across 63 large-scale events – exceeded $3.5 billion in 2022.
      In line with ATM 2024’s theme of ‘Transforming Travel Through Entrepreneurship’,attendees will consider how the segments of leisure, business, luxury and MICE are driving economic growth and sustainable development across destinations, hospitality and aviation, creating fresh opportunities for entrepreneurs and investors from across the Middle East and beyond.
      Danielle Curtis, Exhibition Director, Arabian Travel Market, said: “Holidaymakers represent a crucial focus for the Middle East’s travel community, but leisure is only one component of a much bigger picture. Business, luxury and MICE travel are also making significant contributions to economic growth and sustainable development, with Statista predicting a global market volume of more than $1 trillion by 2027.ADVERTISEMENT“It is therefore no surprise that the travel and tourism sector is creating unprecedented opportunities for entrepreneurs and investors, thousands of whom will showcase their innovations, exchange ideas and forge new partnerships at ATM 2024,” she added.
      The travel and tourism sector is on course to contribute $49.18 billion to the UAE economy alone in 2023, according to figures released by the World Travel and Tourism Council (WTTC). This figure is predicted to reach $64.12 billion by 2033, accounting for an impressive 10.2 per cent of the nation’s GDP.
      As the Middle East’s travel and tourism industry continues to mature, it is expected to create new jobs and income for millions of people from across the globe. The UAE Government, for instance, estimates that the country’s travel and tourism market will support 770,000 jobs by 2027. At the same time, the sector is expected to generate ever-increasing revenues for regional economies – Gulf travellers spending approximately 6.5 times more than tourists from other parts of the world, according to the UN World Tourism Organization (WTO).
      Sustainable development will represent another key focus at ATM 2024 as the show builds on the net-zero commitments outlined during its milestone 30th edition. Dubai’s Department for Economy and Tourism (DET), ATM’s Destination Partner, will showcase its ongoing efforts to protect the environment and secure a greener and more sustainable future for the emirate. Pioneering initiatives such as Dubai Sustainable Tourism, Dubai Can and Dubai Carbon Calculator – coupled with the city’s hosting of COP28 later this year – will provide the ideal backdrop for ATM attendees looking to identify opportunities related to responsible tourism in the UAE and the wider Middle East.
      Thanks to the region’s business-friendly approach to policymaking, tax-free salaries and ongoing visa reforms, GCC countries accounted for five of the top 10 global destinations where expatriates find it easiest to settle, according to a report from InterNations. In Q1 2023, a Magnitt report revealed that Saudi Arabia led the region in venture capital investment for startups, while the UAE topped the list in terms of number of exits. As such, the upcoming edition of ATM will offer the perfect forum for speakers, panellists and audience members to explore opportunities for entrepreneurs and investors operating in the Middle East’s travel and tourism space.
      Held in conjunction with Dubai World Trade Centre, ATM 2024’s strategic partners include the Department of Economy and Tourism (DET), Destination Partner; Emirates, Official Airline Partner; IHG Hotels & Resorts, Official Hotel Partner; and Al Rais Travel, Official DMC Partner.

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      Tartu, Estonia, Reveals European Capital of Culture Programme for 2024

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      Tartu 2024 will be the main event in Estonia next year, as a quarter of the country participates in the European Capital of Culture initiative, hosting a wide array of exhibitions, installations, festivals, musical, dance and theatrical performances, community events and much more.
      Providing new reasons for visitors to explore Tartu and the southern Estonian region, immerse in local and international cultural experiences and connect with the welcoming Estonian people.
      Tartu is the second largest city in the Baltic state of Estonia and the regional capital with a population of just under 100,000 first documented in the year 1030, it is known as the country’s centre of learning, thanks to its globally respected university and scientific community, as well as being a hive for innovative start-up businesses and the IT-sector. Whilst the wider southern region, with its beautiful, expansive countryside, forests, and wetlands, is home to the indigenous Seto and Võro people and the Old Believers community. Combining long standing traditions with a contemporary and progressive approach to living.
      The European Capital of Culture programme in Tartu and Southern Estonia, inspired by the artistic concept ‘Arts of Survival’, will focus on the knowledge, skills, and values that will help humankind lead a good life in the future, shining a spotlight on innovative approaches to sustainability, co-creation, local uniqueness, science, and technology.
      The programme boasts a full calendar of over 1,000 events across 350 projects happening throughout 2024, with activities for all ages and tastes and including architecture tours, street and contemporary art exhibitions, light installations, music, film and culinary festivals, and LGBTQ+ events in the city of Tartu and surrounding parishes, most of which are within a hours’ journey from the city. It will be the second time an Estonian city holds the European Capital of Culture title, following the success of capital city Tallinn in 2011.ADVERTISEMENT“The Arts of Survival are interpreted by fields of culture, from folk and food culture to music, film, and visual art,” stated Kati Torp, Tartu 2024 Artistic Director.
      “The role and meaning of the theme Arts of Survival has changed over time, the last few years in particular have taught us a great deal about the importance for the need to adapt to survive. We live at a time when European cooperation, solidarity, and democracy are critical to the survival of culture,” said Torp.
      The grand opening of the European Capital of Culture 2024 in Estonia will take place in Tartu on 26 January 2024 with the spectacle “All Becomes One” on the banks of river Emajõgi, showcasing the interconnectedness of people, regions and eras through images, movement, and music.
      Programme highlights include:
      ArCo3, 1 March – 30 November: Cutting-edge contemporary artworks in unexpected settings across four Southern-Estonian locations known for their natural, cultural, scientific, or industrial heritage. (Tartu; Nõo Parish, Räpina Parish, Kastre Parish ja Põlva Parish)
      Surrealism 100, 15 March – 8 September: An international exhibition at the Estonian National Museum, in collaboration with the National Gallery of Prague and Tartu Art Museum, works on display include Estonian alternative surrealism by Kris Lemsalu and a survey of Ilmar Malin’s work. (Tartu City) 
      Architour, 1 April – 31 October: The “Architour” is an excursion comprising of four architectural and historical guided tours by local historians. Visitors can learn about the collective farm architecture of the twentieth century, the hidden monumental art of Tartu, the school buildings of the twentieth century in Southern Estonia, and the Arhitekti street area of Tartu. (Tartu City – Põlva Parish, Antsla Parish, Otepää Parish, Elva Parish)
      Open House Tartu 2024, 20 – 21 April: A diverse collection of buildings in Tartu’s urban space allows access to the public over one weekend. Architecture and culture enthusiasts can discover structures and spaces that they would not typically be able to enter. The goal of the Open House event is to promote people’s knowledge of design, architecture, and urban space, as well as their participation to their development. (Tartu City)
      Washing Machine Made of Beetroot, 24 April – 29 December: Experience the invention and ingenuity of the garage culture of repairing and home-building vehicles, recycling and DIY mentality, which was sparked during a time of deprivation in the Soviet era still has a strong presence and relevance in Estonia today, This is a joint exhibition project with exhibits at the Tartu City Museum, Estonian Road Museum, Estonian Agricultural Museum and Kaunas City Museum. (Kambja Parish, Kanepi Parish, Tartu City)

      Naked Truth, 10 – 11 May: Sauna is a fundamental part of Estonian life, where secrets are shared, business matters resolved, and the world set to rights. At this opinion festival the sauna becomes a conversation stage, with hosted discussions in pop-up saunas, celebrating discourse in the guise of a sauna culture. Saunaing together also brings individuals closer and fosters emotions of unity towards others. (Tartu City)
      Kissing Tartu, 18 May: A major concert performance with an unprecedented simultaneous kissing event in the town hall square, beneath the city’s famous Kissing Students statue. This electrifying concert will feature some of the best-known tunes from the Eurovision Song Contest and a mass kissing event which is expected to draw over 10,000 visitors and will be broadcasted on TV, reaching people all over Europe. (Tartu City)
      Wild Bits, 25 June – 15 September: The open-air exhibition at Maajaam, the South-Estonian technology and art farm, will feature works of art from Estonian and international artists, blending into the surroundings of countryside, woodland, and meadow settings. (Otepää Parish)

      Stencibilty Goes Europe, 7 June – 01 August: One of the oldest street art festivals in Europe, which has become an important meeting point for street artists from Estonia and the rest of Europe for the past 12 years. The festival features drawings on city streets, abandoned houses and several exhibitions. In addition, Europe’s largest sticker exhibition, will see 100,000 stickers by artists from around the world displayed on a bus driving around Tartu. (Tartu City)
      Out of Town Art Festival, 06 July 24 – 31 January 25: The Art Route will wind out of Tartu throughout the summer, where landscapes of the municipality will be decorated with murals, eco-friendly sculptures and installations. Care for nature is an important part of the creative process: the works are designed to age with the environment, and green culture will be discussed in workshops during the festival. (Tartu Parish)
      Aigu Om! 2024, 15 – 21 July: Concerts celebrating the harmony of music and nature, with forest bathing and cultural walks guided by Estonian thinkers and artists, archaic dragnet fishing, outdoor cinema and workshops on folk medicine and food culture, all of which have the forest as a common denominator. (Rõuge Parish)
      Kanepi Hemp Festival, 19 – 20 July: Cultivation and valorisation of industrial hemp is a growing trend in the world and now in Southern Estonia. This two-day hemp festival looks at the role of hemp in agriculture and heritage culture, as well as the environmental sustainability and constraints of hemp cultivation. (Kanepi Parish)

      Pagan Folklore Night, 24 August: Taking place at Kubija Song Festival Grounds as part of the celebrations for the 240th anniversary of the town of Võru. The event, which combines folklore, theatre, lightshow, and nature, will feature actors and dancers from Saare, Viru, Harju, Võru and Seto counties. There will also be five simultaneous parties with performances in different locations based on Juhan Jaik’s fantastical tales, where ancestral beliefs and pagan traditions from different regions of Estonia will be brought to life. Culminating in fiery and musical celebrations at midnight. (Võru City)
      Pühajärve Beach Gourmet 2024, 13- 14 September: Enjoy a culinary and cultural experience at this inaugural international food festival, bringing together top local chefs, food producers, and entertainment artists in Otepää‘s major square. (Otepää Parish)

      The full programme of events and access to tickets, where applicable, is available here: tartu2024.ee

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      Sustainable Tourism Global Center and WTTC Unveil Pioneering Global Research on Travel & Tourism

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      In a defining moment for the global Travel & Tourism sector, the World Travel & Tourism Council (WTTC) and the Sustainable Tourism Global Center (STGC) initiated by the Ministry of Tourism of Saudi Arabia today released the latest industry-shaping Environmental Impact Research data.
      Last year, during the WTTC Global Summit in Riyadh, the two organizations launched the collaboration and unveiled the inaugural results including the sector’s accurate greenhouse gas emissions for the first time ever.
      This represents the most comprehensive environmental data in Travel & Tourism’s history.
      H.E. Ahmed Al Khateeb, Minister of Tourism of Saudi Arabia, said:
      “We welcome this joint report initiated by the Ministry of Tourism of Saudi Arabia, and WTTC, as an invaluable resource for decision makers around the world. It provides vital insights and unique impactful environmental research into how Travel & Tourism has both an influence on climate change and how it is affected by it. ADVERTISEMENT“Our research highlights the consistent decline of emissions intensity of Travel & Tourism over the last decade. Whilst the sector’s GDP growth averaged 4.3% annually, emissions only grew by 2.5% annually between 2010-2019 Still, the continued commitment to achieve net zero emissions for the Travel and Tourism sector has never been more important.
      “We firmly believe Travel & Tourism is part of the solution and that is why Saudi Arabia has taken a leading role to accelerate and track this change to promote sustainability across the sector, protect nature and support communities.”
      Today’s launch not only tells the sector’s direct impact, but also its supply chain impacts, both within national borders and those that are embedded in Travel & Tourism’s international supply chains.
      The groundbreaking ER data covers 185 countries across all regions and will be updated each year with the latest figures.
      Building upon WTTC’s world-renowned Economic Impact Research, this initiative introduces individualized factsheets for each country and major global regions, and a dedicated microsite allowing users to explore the data in detail.
      Julia Simpson, WTTC President & CEO said: “Today marks a pivotal moment for the global Travel & Tourism sector. Through this data, we are highlighting the sector’s multi-dimensional impact — economically, environmentally, and societally.
      “We’re talking about a vision that sees beyond tourism and leans into its sustainable future. With this data, we are not just reflecting on where we are now, but actively charting our course for a future where the sector progressively reduces its environmental footprint and boosts its social impact.”
      H.E. Gloria Guevara, Chief Special Advisor of the Minister of Tourism of Saudi Arabia, said:
      “There is no doubt that this joint report between the Saudi Ministry of Tourism’s STGC and WTTC is a major milestone for the global Travel & Tourism sector. We are proud that Saudi Arabia has stepped up to become part of the solution. The STGC will unite the sector to accelerate the transition to a net-zero world, while protecting nature and supporting communities. Our mission is to be the leading global center for sustainable Travel & Tourism, delivering impact driven research, stakeholder-centric services, and tangible end-to-end solutions.”
      “As an industry, we are responsible for 8.1% of all carbon emissions globally, rising on average 2.5% a year between 2010 and 2019. However, global Travel & Tourism’s GDP grew at an average of 4.3% per year, indicating the link between our sector’s growth and its carbon footprint has been loosened.
      “Now for the first time we have the data which enables us to properly quantify the sector’s global emissions and identify and track which measures will work so we can map our journey towards a net zero future.”
      Arnold Donald Chairman of WTTC said, “This first of its kind, in-depth report is a significant contribution to ensuring the inclusive, sustainable growth of the sector. Through its sponsorship, It’s yet another example of how the Kingdom of Saudi Arabia is leading in so many ways in advancing global Travel and Tourism.”
      The data converges economic metrics with crucial issues such as greenhouse gas emissions, energy use and composition, freshwater use, air pollution and resource use as well as age, gender, and wage profiles of different employments, as well as harmonised indicators across a wide range of United Nations Sustainable Development Goals.
      The comprehensive data reveals the nexus between each dollar generated by Travel & Tourism in the economy and its consequential environmental and social impact.
      Key highlights from the research include:
      Environmental Impact (highlights):
      ·      The Travel & Tourism sector demonstrates an impressive trend of decoupling its environmental footprint from its GDP growth.·      Key achievements include reductions in the intensity of water usage, greenhouse gas emissions, energy consumption, and material extraction.·      Travel & Tourism’s share of global energy consumption amounted to 10.6% in 2019·      The sector represented 0.9% of total global water consumption in 2019·      Travel & Tourism’s material footprint accounts for 5-8% of global material extraction ·      The report’s monitoring extends to pollutants such as particulate matter, carbon monoxide, ammonia, and nitrogen oxides, among others.
      Importantly, the data tracks the sector’s performance towards 15 UN Sustainable Development Goals, highlighting its commitment to a more equitable and sustainable world.
      The prime objective of this groundbreaking work is to elevate the accuracy and pertinence of sector-specific data, setting the trajectory for future initiatives and realigning with global sustainability milestones.
      WTTC and STGC remain committed to cultivating cooperation and conversation among all industry stakeholders.
      For detailed insights, comprehensive reports, or to delve deeper into the unveiled data, interested parties can visit https://researchhub.wttc.org/global-travel-footprint.

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      Trip.com Group and Singapore Tourism Board Renew Three-Year Global Partnership

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      Trip.com Group and Singapore Tourism Board Renew Three-Year Global Partnership

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      (L-R) Mr Sun Bo, Chief Marketing Officer, Trip.com Group; Ms Jane Sun, Chief Executive Officer, Trip.com Group; Ms Melissa Ow, Chief Executive, STB; Ms Juliana Kua, Assistant Chief Executive, STB
      Trip.com Group, a leading global travel service provider, and the Singapore Tourism Board (STB) have signed a Memorandum of Understanding (MOU) at the Group’s Global Partner Summit – held at Resorts World Convention Centre – to renew their global partnership for three years.Under the MOU, both parties will expand their collaboration and embark on joint campaigns to boost inbound travel to Singapore and promote more in-depth and lesser-known tours and experiences in Singapore. In addition, Trip.com Group will also leverage its expertise and resources to promote Singapore’s MICE offerings and explore digital innovations that enhance visitors’ experience in Singapore.
      Both parties will launch marketing campaigns in mainland China and other key markets including Hong Kong, Malaysia, Thailand and Korea, and also promote the various offerings, experiences and activities in Singapore, including new products relating to wellness and sustainability. Trip.com Group will also customise new itineraries for specific groups of travellers, including families, with the objective of enhancing their experience in Singapore.
      The MOU was signed by Ms Jane Sun, Chief Executive Officer, Trip.com Group, and Ms Melissa Ow, Chief Executive, STB.
      Ms Melissa Ow, Chief Executive, Singapore Tourism Board, said: “The STB and Trip.com Group have forged a longstanding partnership since 2012. Moving forward, we endeavour to deepen our collaboration to elevate Singapore’s status as a leading destination for leisure and MICE travellers. Additionally, we will expand the scope of our partnership to include exchanges on digital solutions and innovation, and jointly develop more in-depth travel products to diversify our destination offerings.”
      Said Ms Jane Sun, Chief Executive Officer, Trip.com Group: “Singapore has always been one of the most popular destinations for Chinese and other international tourists, and we have been collaborating with the STB to promote tourism and showcase the beauty of this beautiful country. Hosting our annual flagship Global Partner Summit – with its over 2,000 delegates – in Singapore earlier this week reflects our commitment to the local tourism sector and we will utilise our strengths, including content marketing, AI and innovation, to further strengthen Singapore’s position as a destination of choice.ADVERTISEMENTSince the resumption of China-outbound tourism in February, accompanied by the resumption of flight capacity, the number of Chinese tourists visiting Singapore has continuously increased, with particularly strong growth observed during the summer vacation period. Over the recent Golden Week holiday in China, Singapore was in the top five most popular international destinations for mainland Chinese travellers.

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      Trip.com Group Holds Global Partner Summit in Singapore

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      Jane Sun, CEO of Trip.com Group, delivers keynote speech to partners at the Global Partner Summit
      Leading travel service provider Trip.com Group held its Global Partner Summit in Singapore, inviting guests from across the travel industry, including accommodation, airline and destination marketing partners. More than 2,000 partners and media attended the event held at the Resorts World Singapore – Convention Centre.
      James Liang, Co-Founder and Chairman of Trip.com Group, explained why travel is unique from a multifaceted perspective. “Psychologically, it fulfils a high level of need which is not easily saturated. In economic terms, it is a long-term, high-growth industry. At the social level, it promotes human understanding, enhances communication and brings peace and inclusiveness. Philosophically, tourism helps promote human innovation, thus pursuing the long-term prosperity of human civilisation.

      “At Trip.com Group, we have made it our mission to provide the best travel experience possible. We will explore AI innovation, travel content marketing, and sustainable practices to enhance every aspect of the user experience while preserving our planet and community.”
      As the tourism industry gradually recovers and grows, Trip.com Group has taken a significant step towards its “Local Focus, Global Vision” strategy by holding its Global Partner Conference abroad for the first time. This move signifies the ambitious outlook for the inbound and outbound tourism industry and reaffirms the company’s commitment to enhancing global partner growth.ADVERTISEMENTSpeaking at the conference, Jane Sun, CEO of Trip.com Group, recapped the vigorous recovery of its businesses and reflected on the potential for further growth. “Guided by our strategy, multi-dimensional innovations in content marketing and AI-driven products, we have strengthened the Group’s business, accelerating our recovery and bringing forward new growth drivers.
      “Our approach continues to pay dividends, with the number of Trip.com bookings doubling this year compared to 2019 and the number of flight reservations for our EU partners increasing sevenfold.”
      Notably, various businesses have achieved restorative growth, with domestic hotel reservation volumes increasing by an average of 60% among Trip.com Group partner hotels. The growth extended to global scenic attraction tickets and reservations on Trip.com. The domestic group tours sector also experienced an increase in Gross Merchandise Value (GMV) with a 53.6% surge compared to the same period in 2019, highlighting the overall resurgence of the industry.
      Trip.com Group’s innovative marketing strategies have led to a threefold increase in new customers and a 263% spike in product sales in the first three quarters of the year. They have been a catalyst for remarkable growth, such as a 54 times increase in new customers for air tickets. Diverse product offerings, including multi-scenic attractions tickets, as well as concert tickets with hotel packages, generated an astounding 188-fold increase in hotel reservations in recent months.
      Dedicated to supporting and enhancing the communities it serves, Trip.com Group has taken significant steps to incorporate sustainable travel products into its various business lines, including flights, car rental, and corporate travel. Over 16 million people have chosen these sustainable travel options, favouring the company’s low-carbon products.
      As part of its ongoing commitment to promote a sustainable travel industry, Trip.com Group launched its Low-Carbon Hotel standard initiative, which aims to encourage eco-friendly practices, and facilitate a shift towards a more sustainable travel ecosystem by collaborating with hotel partners. Trip.com Group has engaged with nearly 1,000 hotel partners in this transformative project.
      With its global reach, diversified supply chain, and strengthened technological capabilities, Trip.com Group is distinctively positioned to bolster and promote regional and local destinations to eager travellers worldwide.
      Bo Sun, CMO of Trip.com Group, said, “Trip.com Group continues to deepen strategic cooperation with our partners in Singapore, leveraging our position as a leading travel service provider to unlock new opportunities and expanding partner reach to our international customers.
      “With our global supply chain, advanced and innovative technology, and extensive reach, we are uniquely positioned to showcase regional and local destinations to travellers worldwide, and help bring global travellers to Singapore.”
      Data shows that travel-related products to Singapore have become increasingly popular in recent months. Resort World Singapore Group experienced an 85% QoQ increase in UV search for Q2; in Q3, there was another 33% increase. During the recent Golden Week holiday, Singapore hotel bookings increased by 370% compared to 2022.
      Bo Sun expressed his gratitude for the unwavering support seen over the years, saying, “This is our first global partner summit held overseas, and we would like to express our sincere gratitude to the Singapore Tourism Board and other stakeholders for their support and continued cooperation.
      “Singapore is one of our top-ranked destinations among our customers and the International Headquarters of Trip.com. Going forward, we aim to enhance our partnerships, and attract more travellers for a unique experience in this beautiful country, whether for business, leisure, or bleisure trips. At the same time, we also look forward to welcoming Singaporean travellers to various destinations.”

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