Luck, wealth, ambition, courage, success.
If Chinese astrology is right, all these elements are coming your way
as we usher in the Year of the Dragon [龙 lóng] in 2024, considered the
luckiest year in Asia.
Following the tepid Year of Tiger in 2022, travel industry members
put their heads down in 2023 during the hopeful Year of the Rabbit and
focused on building growth momentum. As we enter the dynamic Year of the
Dragon, sentiments from travel industry leaders suggest that we’re in
for continued stabilised growth in the coming months.
Here's how I believe the Year of the Dragon will play out for Asia’s travel industry:
Re-enter the dragon
The return of China as a dominant travel destination is imminent in 2024, following its absence
from the global travel scene during the pandemic. China’s spate of
visa-free travel pacts with Southeast Asian countries in recent months
are set to attract Chinese visitors in droves to the region through 2024. On the other hand, travel agents from Malaysia to Thailand already have their eye on the resurgence of
outbound travel to the vast country. With its abundance of exceptional
cuisine, iconic landmarks, and rich heritage, China is a timeless
destination for many Asian travellers.
Flying dragons, dancing elephants?
For too long, eyes have been kept on the ascendency of dragon, but
just next door the elephant has been steadily advancing. Not only has
India surpassed China as the world’s most populous nation, it is now the
fifth largest economy and its burgeoning middle class is young, hungry,
and eager for international experiences and travel. Watch out if you
haven’t gotten ready for this up-and-coming travel source market.
Crouching tourist, hidden gems
While cities from Singapore to Bangkok to Seoul and Tokyo reign
global visitor charts, what’s getting a lot more attention among
travellers and travel buyers alike are the unique, lesser-known destinations in the region.
The ASEAN Tourism Forum 2024 shone the spotlight on host country Laos,
while NTOs and travel sellers also leveraged the TRAVEX to showcase secondary
destinations – think Perak in Malaysia, Udon Thani in Thailand, and
Champassak in Laos. Clearly, there’s plenty of hidden gems awaiting
discovery.
Roaring rise of cruises
Cruising is where a growing number of agents in Asia are training
their sights on. It isn’t hard to see why. The once niche market has gone mainstream in Asia,
particularly as more consumers become acquainted with cruising. In
India, cruising has rapidly made inroads since the launch of its
domestic cruise line three years ago, while across Southeast Asia
cruising is increasingly viewed as an affordable family vacation choice
amid economic uncertainty and inflation.
Immersion at scale
Gone are the days where cruise ships are simply floating
accommodation that goes from port to port. In a world where discerning
travellers crave more refined and sophisticated experiences, global
cruise lines are stepping up their game and seeking more meaningful ways
to impress guests. Epicurean journeys that pair Europe’s wine and
heritage, culinary workshops led by Michelin chefs, Broadway
productions, or hot pot dining on the high seas? Such fiery experiences
are all aboard.
As we enter the Year of the Dragon, let's embrace the potential for
growth and success in Asia's travel industry. Stay prepared for change
and innovation, channelling the boldness and bravery of the dragon
within.
Are you ready for the ‘long’ year ahead?