Agoda has partnered with luxury hospitality management company Capella Hotel Group, bringing the Group’s luxury and lifestyle properties across Capella Hotels and Resorts and Patina Hotels & Resorts to the Agoda platform.

The partnership makes Capella Hotel Group’s portfolio available to Agoda’s global customer base, expanding the ways travelers can discover and book properties across the two hotel brands.

With Asia projected to account for nearly half of the world’s new high-net-worth individuals by 2028, according to Visa, the region is increasingly shaping luxury travel around personalization, lifestyle and destination-based experiences.

Agoda’s 2026 Travel Outlook Report found that 31% of surveyed travelers prioritize culinary experiences, while 25% identified cultural exploration as a key travel motivator. The findings reflect growing interest in experiences connected to local destinations and culture.

Capella Hotel Group and Agoda, both with roots in Asia, are positioned to address this demand by making personalized and destination-focused stays available to a broader group of travelers across the region and beyond.

Also read → Agoda report finds Thailand leads regional AI productivity gains

Andrew Smith, Senior Vice President of Supply at Agoda, said, “Luxury today is personal. Our role at Agoda is to make sure that what a traveler is looking for – from an everyday getaway to a once-in-a-lifetime stay – is easy to discover and book. Partnering with Capella Hotel Group brings some of the world’s most celebrated properties onto our platform, making these extraordinary stays and experiences just as accessible to our customers as any other trip they plan with us.”

Asia Pacific remains a key market for luxury travel, with demand projected by McKinsey to grow by around 8% annually. Bangkok and Bali, both home to Capella properties, are among the most searched destinations for five-star accommodations on Agoda, alongside Kuala Lumpur.

Varun Whig, Vice President, Revenue, Capella Hotel Group, said, “As Capella Hotel Group continues on its growth trajectory, partnerships that drive commercial value like this one with Agoda give us the scale and reach to connect with a high-intent traveler base across Asia and beyond. This helps us grow demand for Capella and Patina, while we continue delivering the bespoke service of Capella and the transformative experiences of Patina in every destination we’re in.”

Capella Hotel Group’s portfolio includes luxury properties across its Capella Hotels and Resorts and Patina Hotels & Resorts brands. Capella Hotels and Resorts was voted the No. 1 Best Hotel Brand in the World in Travel + Leisure’s World’s Best Awards 2026, marking its fourth consecutive year in the top position. Patina Osaka was voted the No. 1 Best Hotel in the World, while Capella Bangkok was named The World’s Best Hotel in 2024.

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SINGAPORE – Atlas, the flight API focused on flight retailing and infrastructure, has announced a direct distribution partnership with Centrum Air, a private airline based in Uzbekistan. The agreement marks Atlas’s expansion into Central Asia and provides global travel sellers with access to the region’s air connectivity through a single API connection.

Central Asia is positioned between Europe, the Middle East, South Asia and the CIS, with airlines and travellers seeking new routes, competitive fares and alternative connecting hubs beyond traditional gateway airports.

Many airlines in the region have remained difficult for global travel sellers to access through modern distribution technology. Under the partnership, Atlas-connected travel sellers will receive direct access to Centrum Air’s expanding network across Central Asia, the CIS, the Middle East, South Asia and Europe through a single API integration.

The agreement also expands Centrum Air’s distribution reach through Atlas’s network of online travel agencies, travel management companies and travel technology platforms.

“For decades, global aviation has revolved around a handful of established hubs,” said Clive Ashmore Butler, Chief Operating Officer of Atlas. “What’s exciting today is that we’re seeing entirely new travel corridors emerge. Central Asia is becoming an increasingly important gateway for affordable international travel, connecting markets across Europe, the Middle East and Asia in ways that simply didn’t exist a few years ago. Our partnership with Centrum Air isn’t just about adding another airline to Atlas – it’s about giving travel sellers early access to one of the industry’s most exciting growth regions through modern retailing infrastructure.”

Also read → Centrum Air launches Hyderabad-Tashkent service as India network expands

“Atlas recognizes the growing importance of Central Asia as a global travel corridor. This partnership helps make our network more accessible to travelers worldwide while providing travel sellers with modern tools to better serve their customers. We’re excited to partner with Atlas as we continue expanding connectivity across the region,” said Mikhail Barishnikov, Head of E-commerce Department of Centrum Air.

Through the integration, Atlas partners will have direct access to real-time fares, ancillary products and servicing capabilities. The integration enables travel sellers to offer these products and services while expanding travel options across Central Asia and its connected markets.

The partnership is part of Atlas’s strategy to connect low-cost and value airlines with travel sellers through modern retailing infrastructure and provide access to airlines expanding their international networks.

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Etihad Airways, the national airline of the United Arab Emirates, will introduce double-daily flights between Abu Dhabi and Sydney from 15 December 2026, ahead of the Australian summer holiday period.

The airline has served Sydney since 2007. The additional four weekly flights will increase the existing 10 weekly services to two departures daily, seven days a week. All flights will be operated by the Airbus A350-1000, providing more than 5,000 seats per week in each direction between the two cities.

The A350-1000 Business cabin features private suites with closing doors, 79-inch lie-flat beds, wireless charging and 18.5-inch screens. Economy passengers have access to 17.4-inch-wide seats, 13.3-inch 4K touchscreens and Bluetooth audio. High-speed Wi-Fi is available throughout the aircraft.

Also read → Etihad launches A380 service on Tokyo route

The additional frequency will provide Australian travellers with more departure options from Sydney to Abu Dhabi, with onward connections across the Gulf, the wider Middle East, the Indian subcontinent, Africa and Europe.

Passengers connecting through Abu Dhabi can also access the airline’s Abu Dhabi Stopover programme, which offers a complimentary hotel stay of one or two nights. The programme includes Al Ain, the UAE’s oasis city, known for its UNESCO-listed gardens, forts and Jebel Hafeet mountain.

Visitors to Abu Dhabi can access cultural and leisure attractions including Louvre Abu Dhabi, the Zayed National Museum, Saadiyat Island, Qasr Al Hosn and Yas Marina, which hosts the Formula 1 event in December.

For travellers arriving in Sydney from other destinations across Etihad’s network, onward connections throughout Australia and New Zealand are available through interline partnerships with Qantas, Jetstar and Air New Zealand.

The two daily departures will also provide passengers from New South Wales with connections aligned with Etihad’s morning and evening departure banks in Abu Dhabi. Connecting destinations include Zurich, Geneva, Milan, Rome, Frankfurt, Munich, Düsseldorf, Paris, Amsterdam, Madrid, Barcelona, London, Manchester and Dublin.

Etihad Abu Dhabi–Sydney schedule from 15 December 2026 (local times)

Arik De, Etihad Airways Chief Revenue & Commercial Officer, said: “Double daily flights give our guests even greater flexibility when travelling between Australia and Etihad’s growing global network. The additional service strengthens connectivity through Abu Dhabi, creating more seamless access to destinations across the Middle East and Europe, while making it easier for travellers to experience Abu Dhabi and discover everything the emirate has to offer as part of their journey.”

“More flights mean more opportunities to explore new destinations, reconnect with family and friends, do business across continents, or break up the journey with a memorable stopover in one of the world’s most dynamic and fast-growing cities.”

Etihad Airways also operates daily flights between Abu Dhabi and Melbourne using the Boeing 787, forming part of the airline’s Australian network.

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SEOUL, SOUTH KOREA – Series by Marriott, part of Marriott Bonvoy’s global portfolio of more than 30 hotel brands, has entered South Korea with the opening of Anook Signature Seoul Guro, Series by Marriott.

The 104-room hotel marks the latest stage in the Asia Pacific expansion of Series by Marriott, following the brand’s global debut in India in 2025 and entry into Japan in April 2026. Three additional Series by Marriott hotels are expected to open in South Korea by the end of 2026, in Insadong in Seoul, Guwol in Incheon and Haeundae in Busan.

Cristiano Rinaldi, Chief Lodging Product & Services Officer, Asia Pacific excluding China, Marriott International, said: “The debut of Series by Marriott in South Korea marks another important step in the brand’s expansion across Asia Pacific. Through Series by Marriott, we are bringing regionally recognized hotel groups into our portfolio while preserving the character and familiarity that have earned the trust of local travelers. Anook Signature Seoul Guro reflects this vision, combining a distinctly local hospitality experience with the quality, care and global connectivity guests expect from Marriott.”

Also read → Marriott names top APEC bartenders in 2026 Rising Stars competition

The 17-story hotel is located in Seoul’s southwestern business corridor near Guro Digital Complex, an area where technology, business and local life intersect. The property provides access to meetings, dining and events across Guro, Gasan, Yeouido and other destinations in western Seoul.

The hotel is located approximately 16 kilometers from Gimpo International Airport and 57 kilometers from Incheon International Airport. Its location is designed to accommodate both short business trips and extended stays.

A Korean-Inspired Approach to Rest and Renewal

The name Anook comes from the Korean word for coziness and comfort and reflects a concept centered on rest, warm water, nourishing food and restorative sleep. The hotel’s “Recovery Ritual” connects its sauna, dining and sleeping experiences. Guests can begin with the sauna before continuing with Korean cuisine and a night of rest. The experience is set within a “Layered Urban Retreat” design featuring clean lines, warm wood tones and indirect lighting. The hotel presents these elements as a contemporary interpretation of Korea’s culture of rest and renewal.

Guestrooms and Suites

Anook Signature Seoul Guro, Series by Marriott features 104 guestrooms and suites, ranging from Standard Rooms to Junior and Penthouse Suites. Accommodations include individual climate control, a 43-inch LED television and a dedicated work area. Select suites feature separate living areas or an in-room whirlpool, while accessible accommodations are also available.

Dining, Wellness and Meeting Facilities

Guests can dine on Korean cuisine at Anook Restaurant. The hotel also offers a sauna and fitness center. Meeting facilities are available for intimate groups, alongside a business center, rooftop lounge and outdoor terrace. The spaces provide settings for meetings, relaxation and informal gatherings.

Sauna, rendering

Shin Hyun-wook and Kim Jun-ha, Co-CEOs of The Hyusik, said, “We are delighted to bring Series by Marriott to South Korea for the first time through our partnership with Marriott International. Travel demand in Korea is expanding beyond the city center into districts where daily life and business intersect, and Anook Signature Hotel Seoul Guro, Series by Marriott, will offer a new option for travelers seeking dependable, well-executed stays at a reasonable value.”

Anook Signature Seoul Guro, Series by Marriott participates in Marriott Bonvoy, Marriott International’s travel program. Members can earn points for stays at the hotel and at other properties across the Marriott Bonvoy portfolio.

The Marriott Bonvoy app provides members with personalization features and contactless capabilities during their stays.

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The Global Wellness Summit (GWS) will mark its 20th anniversary in Phuket, Thailand, from 10–13 November 2026. The event will explore the shift from the experience economy to the Transformation Economy, focusing on how wellness businesses can support lasting personal change. Executive leaders from across the global wellness economy will gather at Angsana Laguna Phuket for the four-day conference.

The programme will cover sectors including wellness tourism, longevity and medical wellness, fitness, beauty, spa and real estate. Organisers say the central theme reflects changing consumer expectations, as people increasingly seek measurable outcomes rather than memorable experiences alone.

B. Joseph Pine II to lead Transformation Economy discussion

B. Joseph Pine II, author and management advisor, will anchor the summit’s discussion on the Transformation Economy. Pine co-authored The Experience Economy in 1999 and will present ideas from his book The Transformation Economy: Guiding Customers to Achieve Their Aspirations.

His argument centres on a shift in how value is created. Rather than simply staging experiences, businesses should help customers achieve clear, lasting changes in their lives.

B. Joseph Pine II, Author & Keynote Speaker, said:

“The wellness industry is uniquely positioned to lead in the transformation economy because its very purpose is helping people become healthier, fitter and more fully themselves… When the customer is the product, the business model fundamentally changes.”

Four areas shape consumer transformation

Pine’s framework identifies four broad areas where consumers seek meaningful change: health and wellbeing, prosperity, knowledge and wisdom, and purpose. These categories span physical and mental health, personal growth, skills development, mindfulness and intentional living.

The approach has clear implications for wellness operators, particularly those designing longer-term programmes around health, lifestyle and personal development. It also shifts attention from the individual experience towards the outcome a customer hopes to achieve.

Three-phase framework targets lasting outcomes

In a pre-recorded keynote discussion with Susie Ellis, Chair and CEO of the Global Wellness Summit, Pine will outline a three-phase framework for delivering transformation. The process begins with diagnosis, identifying the customer’s goals and starting point.

The second phase focuses on encapsulated experiences. Businesses design immersive experiences around the customer’s stated objectives, rather than offering a standardised product.

The final phase centres on follow-through. Continued guidance and support aim to help customers sustain progress after the initial experience, making long-term change a core part of the business model.

The 2026 summit will use the Transformation Economy as a lens for discussing the future of wellness services across multiple sectors. By placing measurable change at the centre of the agenda, GWS will examine how wellness companies can adapt products, programmes and customer relationships to evolving expectations.

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The Hong Kong Tourism Board (HKTB) and Informa Markets marked a milestone in their three-year Strategic City Partnership with Hong Kong through the city’s debut presence at the Monaco Yacht Show, held from 23 to 26 September.

The participation at the superyacht exhibition presented Hong Kong as Asia’s premier gateway for yacht tourism and marine business, while introducing international industry representatives to the inaugural Festival of Connoisseurs (TFOC), scheduled to take place in Hong Kong in November 2026.

As the first stop of a global promotional roadshow under the partnership, the Monaco Yacht Show provided a platform for engagement with yacht owners, marine industry leaders, luxury brands, investors and high-net-worth travellers.

The initiative also highlights Hong Kong’s role as a gateway connecting international businesses with opportunities across the Chinese Mainland and the wider Asian market.

Under the Strategic City Partnership with Informa Markets, HKTB will participate in a series of international luxury and lifestyle exhibitions, including the Monaco Yacht Show, Palm Beach International Boat Show, Basilia Jewellery & Watch Fair, Top Marques Monaco and the Fort Lauderdale International Boat Show.

The partnership is intended to strengthen Hong Kong’s international profile across the luxury, marine and lifestyle sectors and support the development of TFOC as a luxury business and lifestyle platform in Asia.

At the Monaco Yacht Show, HKTB joined the Hong Kong Economic and Trade Office, Brussels, Airport Authority Hong Kong and AsiaWorld-Expo to form the Hong Kong delegation. The delegation presented the city’s tourism, aviation, business events and international trade capabilities.

Also read → Hong Kong partners with Informa Markets on luxury MICE platform

Mr. Anthony Lau, HKTB Executive Director, said: “The Monaco Yacht Show brings together the world’s most influential players in the yachting industry and provides an ideal platform for Hong Kong to tell its story to a highly valuable international audience. Beyond being a world-class destination, Hong Kong serves as a super-connector and super value-adder, uniquely linking global businesses, investors and brands with opportunities across the Greater Bay Area, the Chinese Mainland and Asia.

With a vibrant marine ecosystem, world-class infrastructure and a growing portfolio of international marine and sailing events, Hong Kong is well positioned to become a leading hub for yacht tourism and marine business in Asia. Through our partnership with Informa Markets and the launch of TFOC, we aim to create new opportunities for luxury tourism, business exchange and investment in the region.”

Informa Markets sees potential for Hong Kong to launch and develop new flagship experiences in the region. The city has one of the world’s natural harbours and international air connectivity, providing access to the wealth markets of the Greater Bay Area and Asia.

Mr. Anthony Lau, Executive Director, Hong Kong Tourism
Board presented Hong Kong as Asia’s Premier Gateway for
Yacht Tourism and Marine Business at the reception.

Recent initiatives to streamline yacht entry procedures, together with marina developments and investments in marine infrastructure, are creating opportunities for yacht owners, operators and marine-related businesses seeking to establish a presence in the region.

Hong Kong’s international marine and sailing events calendar includes SailGP and the Dragon World Championship. These events form part of the city’s programme of marine tourism, business networking and premium lifestyle activities.

The inaugural Festival of Connoisseurs will take place from 4 to 6 November 2026 at AsiaWorld-Expo in Hong Kong.

TFOC will use a “city-as-your-showroom” concept, extending beyond a traditional exhibition venue and incorporating locations across Hong Kong as showcases for luxury and lifestyle experiences.

Over three days, the event will feature nine curated themes spanning yachting, mobility, art, travel, wellness, gastronomy and other areas.

Following its debut in Hong Kong in 2026, TFOC is scheduled to develop into a citywide flagship festival from 2027, highlighting Hong Kong as a meeting point for international business, culture and premium lifestyle activities.

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TOKYIO, JAPAN – IHG Hotels & Resorts has announced the introduction of its premium collection brand, Noted Collection, in Japan with the signing of two hotels in Tokyo, located in Shinjuku and Ginza.

The two properties, signed with separate ownership partners, comprise a 207-key conversion hotel in Shinjuku’s Kabukicho district and an 81-key new-build hotel in Ginza. The signings mark the brand’s entry into Japan and include the first Noted Collection conversion and new-build signings in the country.

Through an agreement with SC Capital Partners, the 207-key hotel in Shinjuku will become the first Noted Collection conversion property signed in Japan. Located close to Golden Gai, the hotel is situated in one of Tokyo’s commercial, retail and entertainment destinations.

The property will draw on the energy, culture and character of Shinjuku, while reflecting the individuality, local character and sense of place associated with the Noted Collection brand.

The hotel will undergo renovation and rebranding before opening in 2027 under its own distinct identity. It will feature a lobby space connected to a restaurant and café area, designed to encourage interaction and discovery.

Noted Collection Ginz, rendering

The second property is an 81-key hotel in Ginza, signed in partnership with An Consulting. It represents the first new-build Noted Collection hotel signing in Japan and is scheduled to open in 2029. The hotel will be located in Ginza 8-chome, an area known for dining, luxury retail and cultural heritage. Within walking distance of Shimbashi Station and Ginza Station, the property will bring IHG to Ginza for the first time. The hotel will incorporate elements reflecting the character and sophistication of Ginza and will include family-friendly suites, a restaurant and bar, and a fitness centre.

Also read → IHG signs 14-hotel portfolio deal in Kyoto, Japan

Abhijay Sandilya, Managing Director, Japan & Micronesia, IHG Hotels & Resorts and CEO of IHG ANA Hotels Group Japan, said: “Introducing Noted Collection to Japan through these two signings marks an important milestone for the brand and reflects the strong opportunity we see in the premium segment in Japan. Owners are increasingly looking for flexible brand solutions that allow hotels to maintain their individuality while benefiting from IHG’s global scale, enterprise platform and loyalty programme. We are thrilled to be partnering with owners, SC Capital Partners and An Consulting, to bring the distinct identity of each hotel to life in two dynamic areas of Tokyo.

Noted Collection brings together hotels with their own distinct point of view, character and sense of place, and these two distinctive hotels represent a strong introduction for the brand in Japan. We look forward to growing Noted Collection alongside like-minded owners as we continue to expand our premium portfolio across the country.”

Daisuke Hiramoto, Managing Director, Head of Japan, SC Capital Partners, commented: “Following our acquisition of this property through our Japan Hospitality Fund, we saw an opportunity to enhance the guest experience and maximise the hotel’s potential. IHG Hotels & Resorts was the clear partner for us, given its scale and ability to elevate distinctive hotels while preserving their individuality. We look forward to partnering with IHG and bringing a distinctive Noted Collection experience to Shinjuku.”

Amane Kotani, Representative Director, An Consulting, commented: “We are pleased to collaborate with IHG Hotels & Resorts to bring Japan’s first newly built Noted Collection hotel to life in Ginza. Located in the prestigious Ginza 8-chome district, the hotel will combine a distinctive sense of place with the character and sophistication that define the area. We believe the hotel will create a compelling new hospitality offering for both domestic and international travellers.”

Noted Collection launched earlier this year as IHG’s 21st brand. The premium collection comprises distinctive independent properties with individual stories, local character and a strong sense of place. Noted Collection hotels provide owners with access to IHG’s global enterprise, commercial platforms and IHG One Rewards loyalty programme while retaining their individual identity.

The two Japan signings add to the brand’s global pipeline, which includes Theobalds Estate, Noted Collection by IHG, in the UK, and Cantonal Hotel Riyadh Noted Collection by IHG in the Kingdom of Saudi Arabia.

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Morocco has resumed accepting tourism visa applications from Taiwanese passport holders, following a suspension that began in July. According to Taiwan’s Ministry of Foreign Affairs, the Moroccan Embassy in Japan confirmed that it resumed accepting applications for Visa Confirmation Letters (VCLs) for Taiwanese travelers visiting Morocco for tourism purposes on September 21.

The confirmation was obtained after a staff member at Taiwan’s office in Tokyo contacted the Moroccan Embassy in Japan on September 25. The development was also reported after a Taiwanese travel agency said the embassy had informed it that visa applications for Taiwanese travelers were being accepted again.

The Moroccan Embassy in Japan suspended its VCL review process for Taiwanese travelers on July 23, without providing a reason for the decision. Taiwan’s Ministry of Foreign Affairs subsequently confirmed that Morocco had instructed its embassies and consulates worldwide to stop processing VCL applications from Taiwanese nationals.

Taiwanese passport holders are not eligible for Morocco’s e-visa system and have therefore relied on the VCL process for short-term tourism and business travel to Morocco. Applications are handled through the Moroccan Embassy in Japan before travelers can obtain the relevant entry authorization.

Also read → APAC hotel margins strengthen as revenue growth outpaces costs

Following Morocco’s suspension, Taiwan announced on July 30 that it would stop accepting visa applications from Moroccan nationals, citing the principle of reciprocity. Exceptions were allowed for specially approved cases.

The resumption announced in September is currently limited to tourism-related applications. The Moroccan Embassy in Japan has not resumed processing VCL applications for other travel purposes.

Taiwan’s Ministry of Foreign Affairs said it would therefore continue suspending visa applications from Moroccan nationals until the remaining restrictions on VCL processing are lifted.

Taiwanese travelers who had received a Moroccan VCL before the July suspension remained eligible to enter Morocco for business or tourism during the validity period of their documents.

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KUALA LUMPUR, MALAYSIA – Asia Pacific airlines carried 33.5 million international passengers in August 2026, according to preliminary traffic figures released by the Association of Asia Pacific Airlines (AAPA). International passenger traffic was 0.6% lower than a year earlier, while passenger demand, measured in revenue passenger kilometres (RPK), increased by 1.8% year on year.

Capacity, measured in available seat kilometres (ASK), rose by 1.5%, resulting in an average international passenger load factor of 83.2%, an increase of 0.2 percentage points compared with August 2025.

AAPA said international passenger traffic remained soft as some airlines further rationalised capacity amid persistently elevated jet fuel prices and airspace restrictions associated with the Middle East conflict. Higher air fares also weighed on regional demand, while long-haul traffic remained relatively resilient, including on Asia-Europe routes.

For the first eight months of 2026, Asia Pacific airlines carried 259.3 million international passengers, representing an increase of 2.1% compared with the same period last year.

Operating environment remains challenging

AAPA Director General Wong Hong said, “Traffic growth has moderated in recent months, but the picture remains broadly positive. Asia Pacific airlines carried 259.3 million international passengers in the first eight months of the year, 2.1% more than in the same period last year. International air cargo demand rose by a strong 5.5% over the same period.”

Wong Hong added, “Despite the year-to-date growth in traffic, the operating environment remains challenging. Elevated jet fuel prices, airspace restrictions and weaker Asian currencies are raising costs, while higher fares weigh on price-sensitive travellers. These factors continue to affect profitability, with outcomes varying across individual airlines.”

Looking ahead, Wong Hong said, “Regional economic growth and trade activity should continue to support demand for air travel and cargo, although growth is likely to remain uneven across markets. Geopolitical developments and changes in trade policies add some uncertainty to the outlook for the remainder of the year.”

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China has launched a nationwide campaign to increase cultural and tourism consumption ahead of the 2026 National Day holiday, while transport operators are adding capacity for an extended holiday period expected to generate high domestic and international travel volumes.

The Ministry of Culture and Tourism launched the National Day Cultural and Tourism Consumption Month on 22 September. The campaign runs from late September through the end of October and covers the three-day Mid-Autumn Festival holiday from 25 to 27 September and the National Day holiday from 1 to 7 October.

Local governments across China are planning more than 20,000 cultural and tourism events during the campaign and will distribute more than 310 million yuan (approximately US$45.9 million) in consumer vouchers and subsidies to encourage travel and tourism spending.

The measures cover a range of tourism and cultural activities, including scenic-area visits, family travel, autumn outings, red tourism, study trips, nighttime entertainment and food-related activities connected with intangible cultural heritage.

The 2026 holiday calendar allows the two public holidays to be combined into a 13-day break from 25 September through 7 October, following three working days between the Mid-Autumn Festival and National Day holidays.

According to Reuters, China Railway has introduced a 16-day peak transport period and is adding high-speed and overnight services to accommodate increased demand. The Civil Aviation Administration of China has also scheduled additional flights for the combined holiday period.

China’s National Immigration Administration has projected average daily cross-border passenger flows of more than 2 million during both holiday periods, with the busiest day expected to record more than 2.4 million inbound and outbound passenger crossings.

Before the holiday period, the National Immigration Administration estimated average daily cross-border traffic at approximately 2.25 million trips during the Mid-Autumn Festival holiday and about 2.15 million per day during the National Day holiday.

Also read → Xinhua Silk Road: Factory tours become new trend for cultural tourism

Travel demand is also extending beyond China’s domestic market. Reuters reported that Chinese travellers are booking longer holidays and travelling farther from home, with demand reported for destinations in Europe, Central Asia and Oceania.

Data from travel platforms cited by Xinhua showed that tours lasting 10 days or more accounted for 26 percent of bookings ahead of the extended holiday, while flight reservations for leading international destinations had increased by more than 20 percent year on year.

Trip.com Group data showed that bookings for hotel stays of seven nights or more had increased 123 percent year on year for the extended holiday period, while multi-destination itineraries had risen 84 percent. More than half of outbound flight bookings were scheduled to depart before 1 October.

The longer holiday is taking place against a backdrop of cautious consumer spending. Reuters reported that average tourism spending per trip during China’s 2025 National Day holiday was 911.04 yuan, the lowest three-year average according to its calculations based on government data.

Travel agencies reported strong demand for long-haul trips, including Spain, Portugal, the Balkans, Northern Europe, Greece and New Zealand, while routes to Central Asia, the Caucasus and Australia were also reported to have sold out ahead of the holiday.

The Chinese government has also been pursuing broader measures to increase tourism and service consumption. A five-year consumption plan approved in July includes measures to develop cultural and tourism consumption, expand inbound consumption and improve services for international visitors.

Separately, Chinese authorities said in September that inbound tourism would remain a policy focus during the 2026-2030 period, with measures covering visas, payments, tax refunds, guided tours, accommodation and transport.

China recorded 154 million inbound tourist trips in 2025, according to the Ministry of Culture and Tourism, while spending by inbound travellers exceeded US$130 billion.

During the first eight months of 2026, China’s border inspection authorities handled 499 million inbound and outbound trips, an increase of 8.7 percent year on year. Foreign nationals accounted for nearly 61.29 million border crossings during the period, up 19.5 percent from a year earlier.

The latest tourism-consumption campaign is part of the government’s wider measures to increase service consumption, with tourism being combined with cultural activities, dining, entertainment, sports and other consumer services during the extended holiday period.

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