The Tourism Authority of Thailand has launched a new “Amazing Thailand” campaign, redefining luxury through the lens of personal healing, sustainability, and cultural connections for a new generation of travellers. The Tourism Authority of Thailand (TAT) is setting out a bold new vision for the country’s tourism industry with the campaign “Unforgettable Experience: Healing is the New Luxury”. In a world where speed, stress and uncertainty dominate daily life, Thailand is positioning itself as a destination where travellers can slow down, recharge, and reconnect with themselves and nature.

Yesterday, British TV stars Bettany Hughes and Maisie Adam took to the stage at WTM London to share their tips about marketing travel and holidays. Comedian and star of Taskmaster and A League of Their Own, Maisie Adam, spoke on the marketing summit panel ‘Comedy Sells’ whereby she told delegates: “It’s about making the ordinary, extraordinary”, as she recalled interviews with passengers about etiquette on planes. Having worked with several tourism boards, Adam went on to explain “There is a human element to travel…we have to grab [consumers] with more than just where it is. You don’t have to show off Machu Picchu; you could be at an airport talking about the mundane”. The comedian showed clips from her recent Swiss tourism film, which featured activities such as sliding down a bobsleigh run and trying a fondue. Adam said: “It’s about telling a story well and enjoying yourself. Other people see you’re having a great laugh, so they want to come and find out more”. She closed by telling the audience: “Humour is a special language…and a great tool for connection.”

The Maldives is moving to expand its tourism model with proposed amendments to the Special Economic Zones (SEZ) Act. The changes create a new category of Sustainable Townships, designed for large-scale, integrated developments that combine hospitality, residential real estate, health, education, and renewable energy infrastructure. The government’s aim is to diversify the tourism sector and attract next-generation projects that complement the traditional resort model. Sustainable Townships are expected to generate long-term opportunities in premium real estate tourism, wellness and medical services, and education-focused travel. By integrating residential, commercial, and public service components, these projects broaden revenue streams, create employment across multiple sectors, and establish the Maldives as a destination for long-stay visitors and high-value investors.

IDeaS, a SAS company and the world’s leading provider of hospitality revenue management software and services, has signed a master service agreement with Adeera Hospitality in Saudi Arabia. The agreement provides a framework for Adeera Hospitality to implement IDeaS solutions across the entirety of their upcoming luxury properties in Saudi Arabia. Wholly owned by the Public Investment Fund (PIF), Adeera Hospitality is a hotel management company responsible for developing distinctive new Saudi hospitality brands. Adeera’s ambitious plans include launching a portfolio of 60+ all-new hotels among multiple brands over the coming five years.

London has been ranked the World’s Best City for the 11th year in new research by Resonance, supported by Ipsos and revealed today at WTM London. New York came second in the report and Paris third. Overall, the United States had the most cities in the 2026 Top 100 with 19, followed by Germany with eight and China with seven.

Embarking on a trek to the legendary Lost City of the Incas is a pinnacle experience for many travelers. This journey is a multi-day immersion into Andean culture, breathtaking landscapes, and personal accomplishment. The anticipation is palpable, but proper preparation is key to transforming this dream into a safe and unforgettable reality. Understanding the physical demands, logistical requirements, and the sheer scale of the adventure allows first-time hikers to fully appreciate the profound beauty and history that awaits at the end of the trail.