Published on November 19, 2025
In 2026, several Southeast Asian countries are launching new tourism campaigns aimed at attracting European tourists. Malaysia’s Visit Malaysia 2026 campaign, officially launched in London, focuses on promoting sustainability, heritage, adventure, and digital innovation to increase visitors from the UK and Switzerland through strategic collaborations and charter flights. Thailand introduces the “Healing is the New Luxury” campaign, which targets European markets by positioning Thailand as a premier destination for wellness and cultural experiences. The Philippines intensifies its Love the Philippines initiative, focusing on new routes such as the Manila–Paris flight to attract French and other European travelers Indonesia’s “Go Beyond Ordinary” campaign, launched globally, aims to boost arrivals from Europe through partnerships with tour operators and digital platforms like Trip.com. These campaigns underscore a concerted effort by Southeast Asia to engage the European market and promote the region’s cultural, sustainable, and adventure-filled offerings.Southeast Asian country and campaign Official source & context Malaysia – Visit Malaysia 2026 (VM2026) The Malaysian government’s tourism agency (Tourism Malaysia) launched Visit Malaysia 2026 in London on 3 June 2025. The press release notes that deputy prime minister Ahmad Zahid Hamidi unveiled the campaign in the UK to engage the UK travel market, signalling that the UK is a key European source market. The campaign is built on five pillars—sustainable tourism, cultural and heritage experiences, adventure and nature‑based travel, digital innovation and enhanced global connectivity—and aims to deepen partnerships with UK travel trade, media and airlines. The release notes that the UK is one of Malaysia’s top European markets and that improved air connectivity, such as British Airways’ direct service to Kuala Lumpur, positions Malaysia to welcome more UK travellers. – The London launch targeted UK stakeholders and highlighted UK visitors as one of Malaysia’s “top European source markets”. – Tourism Malaysia’s memorandum with Swiss travel operator Tourasia Roemer AG (11 Sept 2025) emphasises Switzerland as a key European high‑value market. The collaboration, which is part of the VM2026 campaign, aims to boost Swiss visitor arrivals, develop co‑branded campaigns tailored to Swiss travellers and improve flight connectivity. – A press release about the Warsaw–Langkawi charter flight (31 Oct 2025) describes the flight as strengthening Malaysia’s presence in Central and Eastern Europe. It notes that the charter is supported under Malaysia’s long‑haul charter programme and emphasises that such partnerships are part of Malaysia’s strategy to reach 47 million international arrivals for VM2026. Thailand – “Healing is the New Luxury” campaign At the World Travel Market 2025 in London, the Tourism Authority of Thailand (TAT) unveiled its new global communication campaign, Healing is the New Luxury. The press release states that the campaign aims to position Thailand as a destination for wellness, culture and sustainable experiences. The TAT governor explained that the marketing direction for 2026 would focus on high‑value markets across Europe, the Americas, Oceania and the Middle East. The release notes that TAT’s “Airline Focus Strategy” includes partnerships with Norse Atlantic Airways (routes from Manchester, London and Stockholm to Bangkok and Phuket) and Air France (Paris‑Phuket route), signalling specific outreach to European travellers. – TAT’s 2026 marketing plan explicitly lists Europe among the high‑value markets targeted by the Healing is the New Luxury campaign. – The press release highlights new and resumed European flight routes (e.g., Manchester/London‑Bangkok, Oslo‑Phuket and Paris‑Phuket) as part of the airline strategy, demonstrating efforts to improve access for European visitors. – TAT notes that more than 45 % of European visitors to Thailand are repeat travellers, reflecting strong existing demand and the importance of maintaining European engagement. Philippines – continuation of the “Love the Philippines” campaign During a media briefing reported by the Philippine News Agency on 22 Jan 2025, Tourism Secretary Christina Frasco explained that the Department of Tourism (DOT) would refocus its efforts on attracting travellers from India, Europe and the Middle East because Chinese visitor numbers remained low. She said the “Love the Philippines” global campaign—launched in 2023—had been sustained and would be used to target these regions. Frasco noted that the DOT plans a focused marketing campaign in France and neighbouring countries to capitalise on new Manila‑Paris direct flights by Air France. – The government’s statement identifies Europe as a priority market and links recovery in European arrivals to the ongoing “Love the Philippines” campaign. – The DOT plans to run a focused marketing campaign in France and neighbouring countries to take advantage of direct flights, indicating targeted outreach to European tourists for future years (including 2026). – While not branded as a new 2026 campaign, the sustained Love the Philippines initiative and new marketing efforts show that the Philippines is leveraging its national brand to court European visitors. Indonesia – “Go Beyond Ordinary” campaign (Wonderful Indonesia) The Ministry of Tourism and Creative Economy of Indonesia launched a new global branding campaign called “Go Beyond Ordinary” at World Travel Market London in November 2025. A news article on the ministry’s official tourism portal states that the campaign re‑positions the Wonderful Indonesia brand by encouraging travellers to go beyond visual beauty and seek meaningful experiences. The ministry highlights gastronomy, wellness and marine tourism as key pillars and notes that it will strengthen collaborations with Trip.com Group through joint promotional campaigns and market‑development programmes in Asia and Europe. – The campaign emphasises collaboration with Trip.com Group to run joint promotional campaigns and market‑development programmes in Asia and Europe, indicating that European travellers are among the target audiences for 2026. – Although the article primarily discusses global collaboration, the mention of Europe in market‑development plans shows Indonesia’s intention to attract European tourists under its new “Go Beyond Ordinary” branding. – The campaign, unveiled at an international trade show in London, highlights Indonesia’s outreach to European trade partners and travel technology companies.
Advertisement
Advertisement
Tags: 2026 tourism campaigns, european tourists, Go Beyond Ordinary, Healing is the New Luxury, indonesia tourism
Friday, November 21, 2025
Friday, November 21, 2025
Friday, November 21, 2025
Friday, November 21, 2025
Thursday, November 20, 2025
Thursday, November 20, 2025
Friday, November 21, 2025
Friday, November 21, 2025