At the recent Travmedia Summit Asia 2025, held at the Suntec Singapore Convention and Exhibition Centre, more than 150 top travel media representatives from 14 countries joined more than 160 travel brands to discover new markets, build partnerships, and explore upcoming travel trends.
The highlight of the event featured a special guest appearance by Richard Quest, renowned news anchor, TV host, and editor-at-large of CNN International, who delved into how media influences the impact on travel and tourism, and discussed its future evolution.
Destinations Of The Year
James Marshall, vice president of Global Air Account Management for Expedia Group, revealed facts and figures—powered by real-time search data—on where global travellers are headed next. The top 10 destinations span the wild beauty of Big Sky and Fort Walton Beach in the United States, Ucluelet in Canada, and San Miguel de Allende in Mexico. The list continues with Europe’s enduring charm, featuring Sardinia in Italy, Savoie in France, and the Cotswolds in the United Kingdom. Across the Asia-Pacific, travellers are captivated by Okinawa in Japan, Hobart in Australia, and Phu Quoc in Vietnam—a rising favourite among Singaporeans.
The Growth of Wellness Tourism
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By 2028, the global wellness tourism industry is predicted to be worth USD1.35 trillion, which will be more than a 100 per cent increase since 2022. From a healthcare point of view, Dr Tsin Uin Foong, co-founder and chief medical officer of Osler Group, believes that there’s been a big shift in mindset over the past couple of years, from a sick-care lens to a preventive care lens.
Even business travellers are now seeking to incorporate well-being practices into their schedules to optimise their performance at their jobs. “Where this plays in for the business travellers is, as we move into urban locations, they can dip in or dip out for these programmes,” said Mark Sands, vice president of wellness at Six Senses Hotels Resorts Spas. “But the most important part is having the best possible sleep environment and making sure they’ve got enough brain nutrition. We’re seeing a massive increase in C-suite leaders really taking tactical methods to ensure that their performance is strong.” Sands also noted that 66 per cent of CEOs report sleeping seven and a half hours or more—an interesting statistic to take into consideration.
Travel Trends
The shift in travel trends goes beyond prioritising well-being. According to Marshall, the next generation sees sports as a major driver of travel, serving as a cultural connector across communities. “It’s not just about watching a match or a game, but it’s about experiencing the local vibe,” he explained. Baseball in South Korea and Muay Thai in Thailand are among the few examples that people opt for while booking experiences on Expedia sites.
Set jetting has also been an ongoing trend since 2022. “With Gen Z and Millennials, they actually plan where they’re going to travel based on the shows and films that they’re interested in,” Marshall stated. For instance, Yorkshire in the United Kingdom has grown as a destination, thanks to Downton Abbey: The Grand Finale. Travellers have also begun showing interest in the lush paradise of Samoa, Polynesia, because of Moana 2. The vice president is convinced that this will be a trend that will continue to grow in the years to come, as travellers turn their screen moments into real-world adventures.
Cover image: Phu Quoc courtesy of the Official Website Vietnam Tourism
