Asian hotspots in-demand for first half of 2025, data shows
Mabrian’s analysis of global travel trends for the first half of 2025 highlights the resurgence of Asian destinations, Oceania, and specific spots in The Americas, Sub-Saharan Africa, and Europe. Southeast Asia leads the global inspirational demand, representing 13.5% of searches, with Thailand, Indonesia, and Vietnam among the most popular. Eastern Asia follows closely with 12.6%, driven by interest in Japan, South Korea, and China. Southern Asia, home to India, the Maldives, and Sri Lanka, contributes 6.5% of global demand. Oceania marks a significant recovery, capturing over 3% of global demand, led by Australia and New Zealand’s Sydney, Melbourne, and Auckland.
In The Americas, international inspirational demand trends upward, with North America capturing 5.6% and Latin America and the Caribbean accounting for 2.5% of global searches. Key North American destinations like Los Angeles, Miami, and Orlando exhibit strong growth, while Cancun, Rio de Janeiro, Buenos Aires, and Punta Cana drive demand in Latin America. Meanwhile, Sub-Saharan Africa sees a surge, with South African cities like Cape Town and Johannesburg leading, alongside iconic island destinations like Mauritius and the Seychelles.
Europe, although not among the top-growing regions, remains a major player with 17.2% of global demand. Urban hotspots like Madrid, Lisbon, and Rome show significant growth, particularly as Rome prepares for the 2025 Jubilee Year. This analysis, which covers 72.5% of global travel demand, underscores the continued recovery of global tourism with key regions and cities poised for growth.
Hilton teams with AMEX and Lotte Card to rev up rewards
Hilton, in partnership with American Express and South Korea’s Lotte Card, has launched two co-branded Private Label Credit Cards (PLCCs) exclusively for South Korean residents: the Hilton Honors Amex Premium Card and the Hilton Honors Amex Card. These cards allow members to earn Hilton Honors Points on everyday purchases, such as at supermarkets, restaurants, and department stores, as well as on eligible transactions at over 8,300 Hilton properties worldwide. Points can be redeemed for stays at Hilton hotels or exclusive experiences through the Hilton Honors Experiences platform.
The launch reflects the growing demand for outbound travel in South Korea and aims to enhance the Hilton experience for Korean travelers. Hilton, American Express, and Lotte Card emphasize the value of this partnership, highlighting the travel benefits, elite status, and reward opportunities the cards offer.
Mews widens in APAC and UK markets via Clarity
Mews, a hospitality technology provider, has acquired Clarity Hospitality Software Solutions, a property and event management specialist based in New Zealand with a UK presence since 2016. This acquisition bolsters Mews’ footprint in the Asia-Pacific and UK markets, where the company reported customer base growth of 42% and 16%, respectively, over the past year. Clarity’s technology, focused on upmarket properties, aligns with Mews’ vision of delivering personalized hospitality experiences through advanced technology.
This marks Mews’ 12th acquisition, following purchases of Atomize and Quotelo in late 2024, as well as Frontdesk Anywhere and HS3 earlier in the year. The acquisition supports Mews’ broader strategy to expand globally, particularly in regions increasingly adopting cloud-based hospitality solutions. The deal comes shortly after Mews secured $100 million in financing in September 2024, aimed at accelerating growth and strengthening its position as a leader in innovative hospitality technology.
Malaysia aims to welcome 35.6 million visitors by 2026
Malaysia officially launched its Visit Malaysia 2026 (VM2026) campaign on January 6, 2025, unveiling a logo, theme song, mascot, and aircraft livery during an event officiated by Prime Minister YAB Dato’ Seri Anwar Ibrahim. For the first time, the VM2026 logo will feature on Malaysia Airlines, Batik Air, and AirAsia aircraft, symbolizing a unified effort to position Malaysia as a premier tourist destination. The campaign’s theme song, Surreal Experiences, aims to highlight Malaysia’s unique attractions, while the Malayan Sun Bear, an endangered species native to the country, was introduced as the campaign mascot, emphasizing wildlife conservation and broad audience appeal.
VM2026 aims to attract 35.6 million international visitors and generate RM147.1 billion (US$32.8 billion) in tourism receipts by 2026. Strategic partnerships were formalized through Memoranda of Collaboration with entities such as Malaysia Aviation Group, AirAsia, and Mastercard.
