PATA spokesperson, John Parker, sat down with Travel Bulletin to discuss why the Pacific Asia region is well-positioned for the year ahead
"This year's Thailand Travel Mart+ (TTM+) took place in the coastal province of Chon Buri under the theme "Healing is the New Luxury." After a challenging few months for the travel industry, it felt like an especially timely message. Increasingly, travellers are seeking holidays that offer more than sunshine alone – they want opportunities to recharge, reconnect and return home feeling better than when they left.
The lifting of Middle East travel restrictions is bringing renewed confidence to the market. With airline networks returning to normal and travel planning becoming more straightforward, destinations across Pacific Asia are once again seeing strong demand from UK travellers. Hotels throughout Thailand, Malaysia and Indonesia are responding with exceptional tactical offers, added-value packages and attractive pricing, creating excellent opportunities for those still planning holidays during the remainder of 2026.
Once the summer holidays and major sporting events are behind us, we expect September and October to become particularly strong booking periods. Travellers willing to explore during the region's green season can often enjoy quieter destinations, lush landscapes and excellent value, without compromising on the quality of the experience.
Evolving market
What is particularly encouraging is how the region continues to evolve. Demand is no longer driven solely by iconic destinations; travellers are increasingly looking for authentic experiences, stronger connections with local culture and better value for money. Thailand continues to appeal through its unique combination of world-class hospitality, wellness, cuisine and culture, while Vietnam is attracting growing interest for its authenticity and affordability. Japan also remains exceptionally popular, supported by improved air connectivity and year-round appeal.
Accessibility is improving too. New and expanded flight routes are making it easier than ever for UK travellers to discover more of the Far East, encouraging longer, multi-centre itineraries and opening up destinations that may previously have been overlooked.
Recent airline developments are also supporting this growth, with Singapore Airlines introducing double-daily Gatwick flights from October 2026 as demand for Singapore and Southeast Asia travel continues to grow.
Virgin Atlantic will begin flying to Phuket on 18 October 2026. This will operate as a seasonal winter service three times a week.
Norse will also be launching a brand-new, direct winter route from London to Phuket. The service will run up to three times a week and officially begins in December 2026.
We have also seen good traction on the Turkish Airlines London Stansted route that launched in March this year offering up to 15 flights weekly to a network that includes destinations across Pacific Asia.
Expanded experiences
Perhaps the most exciting development is how hotels and destinations are enriching the visitor experience. Across the region, accommodation providers are expanding their programmes of locally led excursions that connect guests more closely with the destination. From cooking alongside local families and exploring rural villages to guided nature walks, mangrove planting and visits to ethical wildlife projects, these experiences offer travellers the opportunity to give something back while gaining a deeper understanding of the places they visit. Many can now be booked before departure, making them an integral part of the holiday rather than an afterthought.
Wellness is also becoming far more integrated into the overall travel experience. Rather than simply offering a spa, many hotels are introducing holistic wellness programmes, daily treatments, sound healing, aqua therapy and restorative experiences designed to complement active holidays and cultural exploration.
As confidence continues to return, Pacific Asia is entering the next phase of its recovery with a compelling proposition: exceptional value, stronger connectivity and a richer, more meaningful travel experience than ever before. For UK travellers looking ahead to 2026 and beyond, there has rarely been a better time to rediscover the region."
