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A record 43.4 million inbound visitors forecast for UK for 2025: VisitBritain

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VisitBritain has published its inbound tourism forecast for 2025, showing that international visits overall and visitor spending to the UK are set to increase on 2024 levels, although with varying rates of growth from across its major inbound markets.

VisitBritain’s overall forecast for spending by international visitors in the UK in 2025 is £33.7 billion, up 7 per cent on the spending predicted in 2024. Looking at the number of visits to the UK, a record 43.4 million visits are forecast, up 5% on the 41.2 million expected in 2024.

The United States (US) continues as the UK’s largest and most valuable visitor market. Spending by Americans is forecast to be up 9% on 2024 to a record £6.7 billion this year, meaning that almost £1 in every £5 of inbound visitor spending in the UK is by US visitors. Visits and spending from Europe overall are also showing growth on 2024, although it is a mixed picture across major European inbound markets. While recovery from East Asia overall continues to lag, numbers are continuing to improve with China forecast to return as the UK’s fifth most valuable visitor market this year, worth an estimated £1.6 billion to the economy.

VisitBritain’s analysis also considers tourism’s overall competitive position globally and the longer-term potential for growth. If inbound tourism to the UK was to grow at the same pace as forecasts are currently indicating for Western Europe, the industry would be worth an additional £4.4 billion per year by 2030 to the UK economy.

Tourism Minister Chris Bryant said: “It is no secret that the UK is one of the best places to visit in the world. With bustling cities and towns, stunning countryside, beautiful beaches, amazing film and TV locations, remarkable historic sights and first-class culture and entertainment, there is something for everyone and we want to encourage more people to visit even more parts of our incredible country.

“We have an ambition to welcome 50 million international visitors a year to the UK by 2030, and this positive forecast shows that we are well on our way to achieving this, setting the scene for our visitor economy to maintain its competitive edge and thrive for years to come.”

VisitBritain CEO Patricia Yates said: “International visitors spend tens of billions of pounds in the UK with the money generated supporting jobs, businesses and driving growth for local economies, so it is encouraging to see the steady increase forecast this year on 2024.

“Inbound tourism is already delivering year-on-year growth in value of 7%, with huge potential to generate further growth for the economy. Tourism is also an extremely competitive global industry; visitors have a lot of choice, and we face fierce competition especially from our European neighbours. To drive tourism to Britain, supporting the UK Government’s ambition to reach 50 million visitors annually by 2030, our international campaigns are focused on markets showing growth including Australia and the US, as well as our major European markets and the valuable Gulf Co-operation Council (GCC) countries.

“We also want more regional destinations across Britain to feel tourism’s economic benefits. Our recently launched global ‘Starring GREAT Britain’ campaign is using the powerful draw of screen tourism to showcase our vibrant cities, contemporary culture and beautiful coast and countryside, alongside our welcome, encouraging visitors to broaden their itineraries, stay longer and to come now.”

VisitBritain’s Starring GREAT Britain screen tourism campaign comes as its research shows that more than 9-out-of-10 potential visitors to the UK would be keen to visit film and TV locations during a trip.

The campaign rolled out internationally from late January, kicking off with a blockbuster inspired launch film that sees Britain’s destinations the real star of the show. This is supported by a wider global advertising campaign, using films and tv shows as the hook to showcase regional locations and inspire visits now.

VisitBritain is also working with partners in market to convert the interest to visit Britain into bookings, driving international visitor spending across the nations and regions. Its work with international trade is ensuring British products and destinations are sold internationally. Its recent Showcase Britain event saw 120 top global travel buyers undertake film and tv inspired educational visits across Britain, building product and destination knowledge to broaden travel itineraries so visitors explore more, including through regional gateways.

Tourism is one of Britain’s most successful industries, its third largest service export and a major part of British trade.

 

 

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Asia-Pacific region on track to be the world’s most competitive aviation market in 2025: OAG

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Latest analysis from travel data provider, OAG, confirms that the Asia-Pacific (ASPAC) region is on track to solidify its position as the world’s most competitive aviation market in 2025, having surpassed 2019’s total capacity by 0.5% in 2024. Both domestic and international sectors show remarkable growth and resilience.

OAG’s Head of Asia Pacific, Mayur Patel commented: “As the Asia Pacific region continues to expand, the synergy of robust domestic recovery, dynamic international growth, and competitive strategic pricing makes it the world’s most vibrant and competitive aviation market.”

OAG’s latest report ‘Is Asia Pacific the World’s Most Competitive Aviation Market?’ reveals how domestic markets across the region have rebounded strongly, now operating at 4.7% above 2019 levels. This growth underscores the critical role of domestic travel in driving the region’s aviation recovery.

Chinese domestic capacity is now 14% above 2019, and India is 13% ahead of pre-pandemic levels. These two countries, along with Japan and Indonesia, boast more than 100 million seats in their domestic markets.

However, Japan remains 4% behind 2019 domestic capacity levels as a combination of socio-economic factors hold back growth. Contributing to Indonesia’s slower return (17% behind) are ongoing supply chain issues, with 27% of the country’s aircraft currently stored or out for maintenance.

On the international front, the ASPAC region has achieved 594.8 million seats, making it the second-largest international aviation market globally. While this figure is below 2019 levels, ASPAC now accounts for one in every four international seats worldwide.

Leading the charge in international seat capacity are Singapore Airlines, Cathay Pacific, and China Eastern. Singapore Airlines is also among the three Asia Pacific airlines within the top 10 for international capacity that have surpassed their 2019 levels, with 14.1% more than in 2024. The other two are Scoot (+13.8%) and EVA Airways (+4.5%).

The report also explains how airfares in the region have been driven down by rapid capacity expansion and increased competition. Average ticket prices on 17 of the 20 largest growth markets have declined, many by more than 20%, with Bangkok to Shanghai Pudong (BKK-PVG) seeing a 71% reduction in fares, year on year.

 

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ME grows with Education and Sports Tourism

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UN Tourism’s Member States from across the Middle East have met again to guide the continued growth of the sector across the region. The 51st session of the Regional Commission welcomed high-level delegations from 13 Member States, including eight Ministers of Tourism to assess achievements, analyse sector trends and focus on key priorities.

The Middle East finished 2024 as the region with fastest recovery from the impacts of the pandemic in the world. UN Tourism Secretary-General Zurab Pololikashvili paid special recognition of the Commission’s hosts, Qatar, which is on track to hit its target of welcoming 6 million tourists a year and growing tourism’s contribution to GDP to 12%.

“The Middle East stands out as one of the most exciting places for tourism right now. The region is a leader in fields such as luxury tourism, wellness tourism and sports tourism, and is also at the forefront of vital work to grow investments into the sector and provide education and training for millions of future tourism workers,” Secretary-General Pololikashvili said.

Middle East: Tourism education leader

The reports of the Secretary-General and the Regional Director for the Middle East, focused on UN Tourism’s work to support Members develop talent through education and professional development. Key achievement include:

  • 30,000 students – more than half of them women – have now signed up to the UN Tourism Online Academy, which offers 50 courses from 18 academic partners, including new courses just finalised with the support of Saudi Arabia.
  • The UN Tourism Education Toolkit for tourism in High Schools is being implemented in the United Arab Emirates.
  • 10 new courses have been added to the Human Capital Development by E-Learning Project with Saudi Arabia. The platform has also been upgraded to integrate Artificial Intelligence.

Together with its Member States, UN Tourism is advancing education-related activities across the region. Notably, in Saudi Arabia, the Riyadh School of Tourism and Hospitality is training tourism professionals and giving them relevant skills to lead the sector forward.

Sports Tourism key pillar of diversification

In Doha, the growing relevance of sports tourism as a tool for economic diversification was made clear, with the success of the Qatar FIFA World Cup of 2022 presented as a model for other destinations to follow.

The FIFA World Cup, Formula 1 races in Bahrain and the United Arab Emirates, the Dakar rally in Saudi Arabia, and the acquisition of major football players and teams from around the world – were all recognized as helping make the Middle East one of the most exciting and influential regions in world sports and sports tourism right now. The relevance of this part of the sector was further reflected in the hosting of a special one-day conference on Sports Tourism and the Tourism Industry After the World Cup within the framework of the Regional Commission.

Reflecting UN Tourism’s commitment to strengthening resilience and creating opportunities through diversification, the significant potential of wellness tourism for the region was also emphasized. Equally, the growing importance of gastronomy tourism as a pillar of rural development and cultural heritage was underscored.

Regional cooperation on display

In accordance with the statutory obligations of the Commission, Member States confirmed key appointments for the years ahead. In a spirit of regional fraternity, Members agreed that Kuwait will serve as Chair as the Regional Commission for 2025-27, with Qatar as first Vice-Chair and Iraq as second Vice-Chair. Egypt and the UAE will sit on the UN Tourism Executive Council (2025-29).

Meanwhile, the Kingdom of Saudi Arabia will sit on the Committee on Tourism Online Education (2025-29) and the UAE will sit on the Technical Committee for the International Code for the Protection of Tourists for the same period.

To conclude, Members agreed that the 52nd Regional Commission for the Middle East will be held in the city of Kuwait, Kuwait, in 2026.

 

 

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Visit Qatar participates in STM 2025

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Visit Qatar has successfully concluded its participation as a Diamond Sponsor at the Saudi Travel Market 2025 (STM), one of the region’s premier travel and tourism exhibitions. With over 250 exhibitors from 30 countries, the event provided a strategic platform for Visit Qatar to showcase Qatar’s diverse tourism offerings and strengthen industry partnerships in Saudi Arabia.

Visit Qatar led a high-profile delegation to the event, comprising Qatar Airways, Qatar Calendar, leading Qatari hotels, and destination management companies, presenting Qatar’s world-class hospitality, cultural experiences, and bespoke travel packages. The exhibition served as a valuable opportunity for direct engagement with key stakeholders, travel agents, and tour operators in Saudi Arabia, reinforcing Qatar’s position as a must-visit destination for Saudi travellers.

Saleh Al-Nisf, Visit Qatar’s International Markets Senior Manager for the Middle East and Africa, commented on the successful participation at Saudi Travel Market 2025, stating: “Our presence as a Diamond Sponsor at STM 2025 has been instrumental in strengthening our ties with the Saudi travel industry and reinforcing Qatar’s position as a leading destination for Saudi travellers. Throughout the event, we had the opportunity to engage with key stakeholders, showcase Qatar’s unparalleled hospitality, cultural richness, and world-class attractions, and highlight the unique travel experiences available to visitors. We are pleased with the partnerships and connections forged during STM 2025 and remain committed to welcoming more travellers from Saudi Arabia and beyond to experience the best of Qatar.”

In 2024, Qatar achieved a record-breaking milestone by welcoming 5 million international visitors. Saudi visitors accounted for 43% of total arrivals, with over 1.3 million visitors. This remarkable growth, representing a 1,093% surge over the past three years, underscores the strong tourism opportunities between Qatar and Saudi Arabia.

 

 

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TPConnects & FlySafair deliver LCC Content & Servicing on Iris for Flight Centre Travel Group 

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TPConnects Technologies, an IATA-certified global travel aggregator and distribution technology company announced that FlySafair’s low-cost content will be available on its Iris platform. TPConnects, majority-owned by Flight Centre Travel Group, continues to strengthen its position as one of the industry’s leading aggregators with a growing worldwide customer base.

“The integration of FlySafair into our Iris platform marks a significant milestone in our ongoing commitment to provide the best available content to our customers.” commented Eric Dumas, CEO, TPConnects Technologies. “By bringing FlySafair’s network and competitive fares onto Iris, we’re not only expanding low-cost carrier distribution in South Africa but also enabling seamless access for travel businesses across both corporate and leisure sectors.

Sue Garrett, GM Supply and Distribution, Flight Centre Travel Group, added, “This integration enhances our ability to serve our corporate and leisure customers with a wider range of travel options. The addition of FlySafair’s content to the Iris platform strengthens our offering in the important South African market and demonstrates our commitment to providing comprehensive travel solutions to our customers.”

TPConnects’ Iris platform enables travel agencies to access NDC content alongside traditional EDIFACT, LCC, and aggregator content through a single, unified interface. This comprehensive solution ensures seamless shopping and servicing of air content, enabling travel sellers to offer the best available fares and products to their clients.

The integration announcement marks a significant milestone as Flight Centre Travel Group implements Iris for FlySafair bookings for its corporate & leisure business.

Key features of the FlySafair integration include:

  1. Access to FlySafair’s full range of fare products and services
  1. Real-time pricing and availability
  2. Seamless booking and servicing capabilities

“This partnership with TPConnects represents a significant step forward in our distribution strategy,” said Kirby Gordon, Chief Marketing Officer, FlySafair. “By making our content available through the Iris platform, we’re expanding our reach in the corporate and Leisure travel sector while ensuring our products are easily accessible to travel partners worldwide.”

The Iris platform continues to expand its global presence, incorporating NDC and LCC content from leading carriers worldwide. This growth enables TPConnects to better serve travel sellers across North America, Europe, the Middle East, and Asia, offering enhanced retailing capabilities, rich content access, and comprehensive end-to-end servicing options.

 

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Ovolo Hotels teams up with Nodal to revolutionise digital hospitality marketing

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Award-winning lifestyle boutique hotel brand Ovolo Hotels announced a strategic alliance with digital marketing solutions provider Nodal.

This is a world first for the hospitality industry that continues Ovolo’s legacy as true innovators in the ever-challenging travel environment. 

The collaboration was announced today, 18th February, and aims to harness the power of artificial intelligence (AI) to significantly bolster Ovolo’s current marketing initiatives for greater performance-driven results.

Ovolo Hotels group director of marketing Stephen Howard remarked: “We pride ourselves on being a challenger brand that constantly seeks to innovate and elevate. Collaborating with Nodal is a world first and we are confident that we will unlock new opportunities for growth and engagement, ensuring that our marketing strategies are as dynamic and unique as our hotels, whilst also ensuring our internal communication and reporting is robust.”

 This partnership will enable Ovolo to tap into Nodal’s innovative strategies, driving engagement and conversions while maintaining the brand’s unique identity.

As the hospitality and tourism industry continues to evolve, the partnership between Nodal and Ovolo Hotels represents a significant step forward in leveraging technology to create impactful marketing strategies. 

Together, they will set a new standard for how brands can utilise AI to connect with consumers, drive loyalty, and ultimately, enhance the overall guest experience.

How does it work?

Nodal uses AI to understand personas in a deeper way and craft targeted campaigns to ensure Ovolo’s unique message reaches the right audience at the right time, whilst utilising their proprietary AI platform Connect to distribute insights, personalised reports and advanced analytics across the entire Ovolo business.

As part of the engagement, Nodal will be rolling out Connect to centralise all the disparate marketing, CRM, and property management platforms into one customised interface. 

The stakeholders within Ovolo will all have their own personalised AI chatbot that uncovers market insights, brand monitoring and end-to-end performance reporting tailored to their specific needs. 

Nodal founder Tim Durgan said of the agreement: “We are excited to partner with Ovolo Hotels, a brand that embodies creativity and a fresh perspective in the hospitality and tourism sector.”

Co-founder Daniel Gibson added: “Our AI-powered solutions will empower Ovolo to not only enhance its marketing efforts but also to create personalised experiences that resonate with their guests. Together, we will redefine what it means to connect with travellers in today’s digital age.”

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Air Astana launches new direct flights from Western Kazakhstan

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Air Astana is set to launch direct flights from Atyrau in Western Kazakhstan to Georgia’s capital, Tbilisi from 27th May.

These new service will be flown thrice a week on Tuesdays, Fridays, and Sundays aboard Airbus family aircraft. 

At present, the airline already offers scheduled flights from Atyrau to Istanbul, Dubai, and Amsterdam.

Relevant details

With a flying time of 1 hour 50 mins between Atyrau and Tbilisi, flight KC125 will depart Atyrau at 08:00 and arrive in Tbilisi at 08:50, with the return flight, KC126 departing Tbilisi and arriving in Atyrau at 12:40; all times are local.

Round-trip fares, inclusive of all taxes and fees, start from US$213 in Economy Class and from US$587 in Business Class. 

Tickets are available for purchase on the airline’s website or through authorised travel agencies. 

The launch of the new route will bring the summer schedule frequency to Tbilisi up to 15 weekly flights, with departures from three cities in Kazakhstan: nine flights per week from Almaty and three weekly flights each from Astana and Atyrau. 

Kazakhstani citizens can stay in Georgia visa-free for up to one year. 

Air Astana continues to enhance international connectivity from other regional cities, including scheduled flights from Shymkent to Jeddah and Medina, and charter flights to Doha.

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Balinese authorities: tourists must abide by customs for Nyepi

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Bali’s leading Hindu authorities have issued updated guidance regarding the observance of Nyepi, the Day of Silence, on 29th March.

The Parisada Hindu Dharma Indonesia (PHDI) advised that all non-Hindus, foreigners, and tourists on the island need to abide by the rules of the holiday.

The latest guidelines were formally communicated to the Bali Provincial Government and the public in the circular letter signed by PHDI Bali Management Official Nyoman Kenak and PHDI Secretary Putu Wirata Dwikora.

Dwikora said: “Every year we always make a Circular Letter containing the PHDI Decree to remind the community because there are so many activities in the traditional village. The guidelines are much the same as each year and outline to village leaders and temple management teams how each ceremony of the festival must be conducted. The updated guidance communicates that the Tumpek Wariga ceremony, which can be carried out by observing the Catur Brata Panyepian, must be completed by 6.30 WITA.”

This means that temple ceremonies observed by local Balinese Hindus will be permitted to continue until 6:30am on Nyepi itself.

Plan accordingly

Tourists who are planning to be in Bali from the 28th to 30th March should be aware that the normal flow of the island changes over the festive period.

From midday on 28th March many businesses will close so that staff can travel home for the holiday.

On 29th March, all businesses and public services will be closed, though emergency services remain on duty.

Many businesses will remain closed on 30th March, or operate limited opening hours with fewer staff.

On the 29th, tourists will be unable to travel anywhere and will be required to stay in their accommodation.

Host establishments will advise guests as to what activities are and are not permissible.

Tourists will also find that they are unable to land in or travel out of Bali on 29th March since I Gusti Ngurah Rai International Airport will be closed for the full 24-hour period.

For planning to be in Bali over the Nyepi period, it is advisable to arrive on the 27th of March rather than the 28th.

Similarly, departures will be easier on the 31st of March.

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AirAsia Rewards introduces loyalty solution for businesses 

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Capital A’s AirAsia Rewards just took a significant step in expanding its offerings by introducing a plug-and-play loyalty solution for businesses.

This new solution aims to enable businesses especially SMEs streamline and enhance their rewards programs, fostering stronger customer engagement and retention.

MILK Baby Diapers, a fast-growing baby care brand in the region, is the first and exclusive diaper brand to partner with AirAsia Rewards to leverage this solution.

Strengthening their position in the sector

This partnership strengthens AirAsia Rewards’ position as a loyalty solutions partner by enabling businesses to streamline and enhance their rewards programs.

The partnership enhances MILK’s commitment to providing exceptional value to parents while strengthening its position as an innovative disruptor in the baby care industry.

It also expands redemption options and drives greater customer engagement within the AirAsia MOVE ecosystem.

Loyalty and rewards programs have become essential for businesses to remain competitive in today’s market.

With AirAsia Rewards offering a ready-to-deploy solution, SMEs can now access a powerful tool to boost customer retention and engagement.

This partnership not only enhances the appeal of AirAsia Rewards but also reinforces its position as a leader in the loyalty ecosystem.

A necessary partnership

AirAsia Rewards head Nicole Tan commented: “We are thrilled to welcome MILK Baby Diapers as the exclusive baby diaper partner in our loyalty solutions program. This collaboration not only strengthens our position as a loyalty solutions provider but also underscores our commitment to supporting businesses small and big with innovative tools to enhance customer engagement. By joining the AirAsia Rewards ecosystem, MILK Baby Diapers can now offer their customers even greater value and convenience.”

Tan added that, through this partnership, MILK Baby Diapers’ customers can earn and redeem AirAsia points, making every purchase more rewarding.

The integration is designed to be seamless and efficient, ensuring a smooth experience for both businesses and their customers.

This launch marks the beginning of AirAsia Rewards’ efforts to onboard more businesses into its growing network, with MILK Baby Diapers paving the way.

Flying Baby Sdn Bhd chief commercial officer John Teo added: “Partnering with AirAsia Rewards aligns perfectly with our mission to provide the best value and experience for our customers.By integrating with the AirAsia MOVE app, we can now reward our loyal customers more effectively while reaching a broader audience within the vibrant AirAsia ecosystem.”

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Eaton HK casts the spotlight on Hong Kong’s diverse art scene this March

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Eaton HK’s diverse art programming receives recognition during March, Hong Kong art month, as its community and emerging art-focused gallery, Tomorrow Maybe, features as Cultural Partner of Art Basel Hong Kong 2025. 

In addition to Tomorrow Maybe’s presence at the main Art Basel exhibition, Eaton HK will also host its annual Eaton Art Moth programming from 20th March to 21st April.

As a vibrant cultural hub in Kowloon, Eaton HK continues to push boundaries with a series of captivating events designed to inspire art enthusiasts and the general public alike.

Asian Futurity at the core

This year’s theme, “Asian Futurity,” focuses on moving images and performance, two time-based art forms to envision otherworldly futures in Asian and local contexts.

The celebration kicks off with Thai artist Chulayarnnon Siriphol’s video artwork series, The Golden Snail, on display at Eaton’s in-house art gallery, Tomorrow Maybe, for one month.

During his residency at Eaton HK, Siriphol will offer guided tours, meet-and-greet sessions, and film screenings, providing guests with a fully immersive experience.

The man behind the Golden Snail

A filmmaker and artist, Siriphol employs moving images and his body as his primary artistic mediums.

His works span experimental short films, documentaries, performance videos, and video installations.

From adaptations of local mythology and science fiction to the transformation of analog bodies into digital spirituality, Siriphol critiques contemporary issues and political ideologies with a sharp sense of sarcasm.

Curated by Eaton HK director of culture Joseph Chen, “The Golden Snail Series” is a solo exhibition showcasing videos, prints, and sculptures that reimagine narratives surrounding the golden snail’s geometric forms and cultural significance.

By appropriating genres such as silent films, video essays, TV advertisements, and karaoke videos, Siriphol reenacts Thai and Asian histories to deconstruct myths embedded in political ideology, consumer culture, pop music, and contemporary art.

An official cultural partner 

Tomorrow Maybe will debut as the Cultural Partner at Art Basel Hong Kong 2025, presenting a solo exhibition by Eaton HK’s long-term collaborator, HOLOK Chen, from 28th to 30th March.

The artist will also host an in-depth talk and immersive performance to unpack the exhibition’s themes during Art Basel.

HOLOK, a community organizer and performance artist, has previously spearheaded projects such as Coming Society, Wrong Side Cafe, VeryMK Rooftop Farm, and 20,000 Ways to Die in Yau Ma Tei.

During their tenure as Eaton HK’s impact strategist, HOLOK discovered their inner alien: a gender-neutral persona inspired by sci-fi and circus performers.

Their work explores themes of precarious life, displacement, and dysphoria.

Again curated by Chen and designed by award-winning production designer Man Lim Chung, Where are my people? is HOLOK’s first solo exhibition.

At the center of the booth is a curtained circular installation illuminated by a LED light mimicking a UFO beam, with TVs displaying HOLOK’s previous video works.

Throughout the exhibition, HOLOK and their alien companions will be present for one-on-one interactive experiences, transforming the space into a physical “space station” that transports guests to an alternative universe.

This participatory art experience reclaims the dehumanization faced by marginalized groups, fostering a collective sense of belonging.

Other attractions

In addition to showcasing individual artists, Eaton HK will present a screening of In the Mood for Art, a documentary exploring the future of Hong Kong’s art scene following the opening of M+ Museum for Visual Culture in March 2023.

The film features interviews with key stakeholders, including Swiss architects Herzog & de Meuron, the world’s biggest collector of Chinese art Uli Sigg, and Hong Kong’s art institution directors, curators, and emerging artists.

It offers an unprecedented perspective on Hong Kong’s evolving cultural identity.

Following the screening, film director Michael Schindhelm will join Eaton HK’s Chen for a conversation about the filmmaking process and their visions for Hong Kong’s art future.

The event will conclude with an audience Q&A session.

To close the bustling Art Week on a reflective note, Eaton HK’s Music Room will host an interactive workshop led by queer Taiwanese-American movement director, performance artist, and filmmaker Jas Lin.

Lin’s workshop, suitable for all bodies, combines movement and meditation to purge internalized social scripts and explore new ways of moving and existing in the world.

Through these exercises, participants will challenge self-policing and embrace freedom and empowerment.

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