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Viettel Ranks No.1 Globally in Telecom Brand Strength

By
Advertorial Desk
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HANOI, Vietnam, March 19, 2026 /PRNewswire/ — Viettel Group has been ranked as the world’s strongest telecom brand, achieving a Brand Strength Index (BSI) score of 89.9/100 and an AAA+ rating, the highest level awarded by Brand Finance.

Viettel Ranks No.1 Globally in Telecom Brand Strength
Viettel Ranks No.1 Globally in Telecom Brand Strength

This milestone marks a significant breakthrough for Viettel after two consecutive years in second place, officially securing the top global position in telecom brand strength. The result is considered notable, as it places a Vietnamese telecom operator ahead of many long-established international brands in terms of customer trust and brand perception.

According to Brand Finance, it is important to distinguish between brand value and brand strength, two concepts that are often confused. Brand value represents the financial worth of a brand, typically linked to revenue, profitability, and expected future growth. In contrast, brand strength reflects how customers perceive and engage with the brand. It measures factors such as trust, reputation, preference, and the likelihood of customers recommending the brand to others. Brand strength is assessed through extensive market research and is a key driver influencing overall brand value.

In the 2026 rankings, Viettel’s BSI score of 89.9/100 is the highest recorded among leading telecom brands over the past three years. This demonstrates not only strong brand recognition but also a deep level of customer trust and emotional connection. Viettel’s consistent performance across multiple perception metrics has enabled it to surpass competitors and take the top position globally.

Mr. Lorenzo Coruzzi, Valuation Director at Brand Finance, commented:

“Viettel scores exceptionally well across key research metrics, particularly in reputation, reliability, and recommendation. This demonstrates that the brand not only has high visibility but also a strong and meaningful connection with its customers in its home market.”

In terms of brand value, Viettel is currently valued at USD 7.9 billion, making it the largest telecom company in Southeast Asia. The Group is also ranked among the top 20 telecom brands globally and remains the only Vietnamese enterprise included in the Global 500 ranking, further reinforcing its growing presence on the international stage.

Founded in 1996 and headquartered in London, Brand Finance is the world’s leading brand valuation consultancy, with operations in more than 20 countries. Each year, the firm evaluates over 70,000 brands worldwide, providing independent insights into brand performance across industries and markets.

Brand Finance is also the only organization whose valuation methodology complies with ISO 10668, the international standard for brand valuation. Under this framework, brand value is determined based on three key components: the Brand Strength Index (BSI), industry royalty rates, and forecasted revenues. This standardized approach ensures that brand valuations are transparent, consistent, and widely accepted in financial, auditing, and strategic decision-making contexts.

Laos Sets Sights on Stronger Universities With New Round of Education Reforms

By
Phoudasack Vongsay
-
Students at National University of Laos during education reform announcement
A picture of the National University of Laos, in Dongdok, Vientiane, Laos. (Photo by National University of Laos)

Laos is investing in its higher education system, with the government announcing a new wave of reforms aimed at raising university standards, modernizing curricula, and strengthening ties with international institutions.

The Ministry of Education and Sports unveiled the plans following a national review meeting at the National University of Laos. 

Minister Thongsalith Mangnomek said the government will upgrade infrastructure, introduce new subjects including artificial intelligence, and deepen partnerships with foreign universities to better prepare Lao graduates for the demands of a changing economy.

The reforms come at a critical moment, however. Despite the ambition, data shows that fewer students are making it to university, a challenge officials acknowledge must be addressed alongside improvements to quality.

Dropout Rates Remain a Key Challenge

In 2025, Laos had 29 higher education institutions, including five universities. A total of 39,780 students were enrolled, a small increase of 2.4 percent from the previous year. However, only 8,797 students graduated, marking a sharp drop of 19 percent. 

At the same time, the number of teachers fell by 7 percent, raising further concerns about the system’s capacity to support students.

The number of students sitting university entrance exams dropped significantly, from 11,976 in the 2022–2023 academic year to just 7,441 in 2023–2024. National Assembly reports also indicate that student enrollment is declining across all levels of education, especially at higher levels.

In the 2023–2024 academic year, only 3,680 students enrolled out of more than 10,000 available university and college places, highlighting a widening gap between supply and demand.

Education officials say several factors are driving this trend. Economic pressure remains a major issue, with many students leaving school early to work or support their families. Limited access to schools in rural areas and ongoing teacher shortages also make it harder for students to stay in education.

Reforms Aim to Modernise Education System

The government’s push to improve universities is part of a wider effort to reform the education system. Laos plans to introduce a new 6+3+3 structure by 2028, extending primary education and aligning the system more closely with regional models.

At the same time, the country is working with international partners through programs such as the Reforming Higher Education in Laos initiative, which focuses on improving quality assurance and modernising university systems.

Officials say these reforms aim to produce graduates with stronger skills that match labour market needs and support economic growth. 

Cushman & Wakefield Ranked No.1 Real Estate Investment Brokerage Firm in Greater China, Hong Kong, and Chinese Mainland Industrial Market in 2025 by MSCI

By
Advertorial Desk
-

HONG KONG SAR – Media OutReach Newswire – 19 March 2026 – Cushman & Wakefield has been recognized as the top real estate investment brokerage firm in the Greater China* All-sector, Hong Kong All-sector, Hong Kong Office market and Chinese Mainland Industrial market for 2025 by MSCI based on sell-side sales volume. These top rankings highlight the firm’s continued dominance and exceptional performance in the region’s commercial real estate sector.

According to MSCI 2025 Global Broker Rankings, based on sales volume, Cushman & Wakefield represented 28% of all-sector sell-side investment brokerage transactions in Greater China totaling US$2.2 billion. In Hong Kong, the firm secured 36% of all-sector sell-side brokerage volume, worth US$1.2 billion, and 69% of the office sell-side brokerage volume. Furthermore, the team captured a commanding 77% share of the Chinese Mainland Industrial sell-side brokerage market, accounting for US$887 million in transaction value.

*Rankings in Greater China are based on the sum of sell-side brokerage transaction volume in the Chinese Mainland, Hong Kong China and Taiwan China.

KK Chiu, International Director and Chief Executive, Greater China at Cushman & Wakefield, said, “The MSCI global brokerage ranking reinforces our leading market share in Greater China and in Hong Kong. We stand out from our peers in our deep local market knowledge and connections with both international and domestic capital, which enables us to serve our investor clients throughout market cycles. In addition, we have fostered strong collaboration between our teams in the Chinese mainland and in Hong Kong, enabling us to swiftly capitalize on cross-border opportunities and ensure seamless deal execution for our clients.”

The Hong Kong market experienced a significant rebound late last year, driven by major end-user acquisitions. Francis Li, International Director, Vice President and Head of Capital Markets, Greater China at Cushman & Wakefield, detailed the market’s momentum. “We saw strong liquidity coming back to Hong Kong in 2H last year, including the acquisition by Alibaba and Ant Group of multiple floors at One Causeway Bay for use as their Hong Kong headquarters, a landmark deal brokered by us,” said Li. “Our data shows that full-year commercial real estate investment volume in Hong Kong grew by 33% year-over-year in 2025. At the same time, Hong Kong’s residential and student housing markets are also garnering significant interest from investors.”

In addition to the success in Hong Kong, Li mentioned, “The Cushman & Wakefield Capital Markets team has completed several large logistics deals in the Chinese mainland in the last three years, totaling more than RMB10 billion. These significant transactions reinforce our strong local team capability and resilience when navigating complex market challenges.”

In addition to en-bloc logistics transactions, Cushman & Wakefield has also played a significant role in facilitating industrial investments, including factories and R&D centers, and particularly in assisting leading international companies in establishing a presence in China. Tony Su, Managing Director, National Head of Industrial & Logistics Property Services, China, said: “Despite the challenges faced by China’s logistics and industrial sectors, our team delivered an exceptional performance in 2025. We successfully completed transactions with numerous high-profile, industry leading clients, particularly in the biopharmaceuticals, new materials, and premium food sectors. These partnerships stimulated the local economy, set new industry benchmarks, and inspired a wave of policy innovations. I am extremely proud of the growth and resilience demonstrated by Cushman & Wakefield’s Industrial team in navigating a complex market environment.”

About MSCI

MSCI is a leading provider of critical decision support tools and services for the global investment community. With over 50 years of expertise in research, data and technology, MSCI power better investment decisions by enabling clients to understand and analyze key drivers of risk and return and confidently build more effective portfolios. MSCI creates industry-leading research-enhanced solutions that clients use to gain insight into and improve transparency across the investment process.

Hashtag: #Cushman&Wakefield

The issuer is solely responsible for the content of this announcement.

About Cushman & Wakefield

Cushman & Wakefield (NYSE: CWK) is a leading global commercial real estate services firm for occupiers and investors with approximately 53,000 employees in over 350 offices and nearly 60 countries. In Greater China, a network of 23 offices serves local markets across the region. In 2025, the firm reported revenue of $10.3 billion across its core services of Valuation, Consulting, Project & Development Services, Capital Markets, Project & Occupier Services, Industrial & Logistics, Retail, and others. Built around the belief that Better never settles, the firm receives numerous industry and business accolades for its award-winning culture. For additional information, visit or follow us on LinkedIn ().

PT Danantara Investment Management opens DPT registration for PSEL partners

By
Advertorial Desk
-

JAKARTA, INDONESIA – Media OutReach Newswire – 19 March 2026 – In its efforts to accelerate the energy transition while addressing the growing challenge of urban waste, the government has tapped PT Danantara Investment Management (DIM) to seek capable partners in developing waste-to-energy (WtE) power plant projects, locally known as Pengolahan Sampah Menjadi Energi Listrik (PSEL).

The PSEL program is supported by Presidential Regulation (Perpres) No. 109/2025, which governs urban waste management through environmentally sustainable renewable energy solutions.

The initiative begins with the establishment of a verified providers list (Daftar Penyedia Terverifikasi or DPT), a pre-qualification mechanism designed to identify companies with proven track records, strong financial capacity and technical expertise in WtE.

To that end, collaboration with private partners scheme reflects the government’s intention to share risks with the private sector while leveraging its expertise, ensuring that projects are not only delivered but also remain operationally sustainable.

Participation in the DPT is open to single entities and consortiums, both local and foreign, provided their countries maintain diplomatic relations with Indonesia.

In addition, DIM has appointed an independent registration and verification (R&V) agent to ensure a credible and transparent process, ensuring that prospective partners included in the list undergo a structured and transparent evaluation.

“The program is designed to ensure that the establishment of the DPT is carried out in a transparent and systematic manner, in line with good governance principles,” PT Danantara Investment Management said in an official statement.

The submission period for verification documents will run from March 25 to April 25, with DIM set to hold virtual technical discussions (aanwijzing) in two cycles to provide further clarity on technical requirements. The first cycle is scheduled for March 26, followed by the second on April 1. Each cycle will include two sessions to accommodate across different time zones.

While attendance at the aanwijzing sessions is not mandatory, they are expected to serve as an important forum for prospective participants to better understand the application requirements before submitting final documents through the official channel.

Interested companies can write indication of interest by email through registrationwte@danantaraindonesia.com

For further information, providers may refer to

https://www.danantaraindonesia.co.id/media-center/highlight/dim-waste-to-energy-verified-participants-list-registration-2026

Hashtag: #Danantara

The issuer is solely responsible for the content of this announcement.

A NIGHT TO ROAR: LIONS RETURN HOME AFTER HISTORIC ASIAN CUP QUALIFICATION

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Advertorial Desk
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  • Head Coach Gavin Lee and captain Hariss Harun rally supporters for the Lions’ final home match of the campaign
  • Fan zones and live entertainment set to mark a historic night for Singapore football

SINGAPORE, March 19, 2026 /PRNewswire/ — With qualification for the AFC Asian Cup 2027 secured following a hard-fought victory away against Hong Kong SAR, the Singapore Men’s National Team now turns its sights to finishing a historic campaign on a high as they return to the National Stadium on March 31 to take on Bangladesh in their final Group C qualifier (8pm kick-off).

Lions return home after historic Asian Cup qualification
Lions return home after historic Asian Cup qualification

The fixture marks the Lions’ final competitive appearance in the Asian Cup at home before they head to Saudi Arabia next January, offering supporters a rare opportunity to celebrate the team’s historic achievement and send them off in style.

Matchweek begins at Kallang Wave Mall

In the lead-up to matchday, supporters can take part in a series of fan engagement activities across the Kallang precinct.

Following heartland stops at Our Tampines Hub and Bishan Community Club, the Through the Tunnel exhibition will continue at Kallang Wave Mall from 16 to 31 March. Developed in partnership with The Straits Times and Playback Asia, the showcase traces defining moments in Singapore football history, from the 1994 Malaysia Cup triumph to the Lions’ recent qualification milestone. 

From 28 to 31 March, Kallang Wave Mall will also host football-themed game stations, a mosaic photo wall, and merchandise displays. A Lions meet-and-greet session on 28 March will give fans the opportunity to interact with Head Coach Gavin Lee, captain Hariss Harun, and selected national team players ahead of matchday.

Arrive early: Pre-match Fan Zones and Stadium activations

On 31 March, supporters are encouraged to arrive early to take part in pre-match fan zones and stadium activations around the National Stadium.

Stadium gates will open from 6pm, with early arrivals able to enjoy activities including:

  • Shopee Sure-Win Scratch Card digital giveaways
  • Airbrush tattoos and sticker stations
  • On-site jersey customisation
  • Dedicated photo installations and welcome boards

From 7pm, the energy inside the stadium will build with crowd engagement activities including:

  • Freebie drops from the stadium terraces
  • A live Kallang Roar Noise Meter encouraging fans to power the stadium atmosphere
  • A matchday grand draw, where one lucky supporter will win a brand-new Dongfeng electric vehicle
  • Live pre-match performance by Shazza

Half-Time Show and Matchday Entertainment

Entertainment will continue at half-time with a live performance by Singapore artist Iman Fandi, alongside the interactive Shopee Shake, where fans can participate through the Shopee app for a chance to win Shopee Coins. 

Supporters will also have the opportunity to win Shopee vouchers worth up to $888 through the Shopee Sure-Win Scratch Card activation.

Event-exclusive matchday memorabilia

To mark the milestone, a complimentary Playback Asia AFC Qualifying Campaign Commemorative Card will also be available exclusively to supporters in attendance. These will be available at the in stadia merchandise booths while stocks last. 

This limited-edition card commemorates Singapore’s qualification on merit, capturing the emotion of that breakthrough night in Hong Kong. 

Post-match celebrations

Following the final whistle, the Lions will return to the pitch to thank supporters before the evening concludes with a stadium-wide pyrotechnic display, celebrating Singapore’s successful qualification campaign. 

Rallying the Nation

Head Coach Gavin Lee emphasised the importance of finishing the campaign strongly. 

“Qualification is a significant milestone but it’s not the ceiling for this group,” said Lee. We’ve built our campaign on discipline, focus and consistency, and those standards don’t change with qualification secured. 

“Playing at the National Stadium is always special. The support we’ve felt throughout this campaign has given the players real belief and we want to repay that with a performance that reflects our standards.”

Team captain Hariss Harun echoed that sentiment, saying, “It’s been a demanding campaign, and the support from our fans – both home and away – has made a real difference.” 

“We’ll approach this game with the same hunger and discipline, but there’s something special about finishing at home. Playing in front of our families and supporters means a lot, and we hope everyone comes early, brings the noise and helps make it a strong finish together,” urged Hariss. 

Ongoing fan engagement

Beyond matchday, supporters can continue to show their support to the team through various ongoing initiatives, including The Roar Challenge on TikTok and official Lions merchandise available online and at selected activations. 

With a spot at the AFC Asian Cup 2027 secured and preparations already underway for the challenges ahead, the Lions now turn their attention to delivering a strong performance at home, in front of a passionate home crowd. 

Singapore vs Bangladesh

31 March 2026
National Stadium
Kick-off: 8pm
Tickets are available via Ticketek. 

ABOUT THE FOOTBALL ASSOCIATION OF SINGAPORE

The Football Association of Singapore is responsible for developing and advancing the game at all levels. Providing a structure for the game to flourish and governing the running of football in Singapore, the FAS also ensures that the Laws of the Game are adhered to, from the professional league to amateur leagues.

The FAS also manages the organisation and running of league and cup competitions, the stewardship of international teams, the establishment of youth development, women’s football, refereeing and coaching frameworks.

The mission of the FAS is to develop a vibrant football culture to enhance national life, strengthen social harmony and evoke the Singapore spirit.

For more information, please visit us at: 

Jay Chou’s New Album “Children of the Sun” Set for Release, Pre-orders Launched on Tencent Music Entertainment Group’s Platforms

By
Advertorial Desk
-

SHENZHEN, China, March 19, 2026 /PRNewswire/ — Millions of music fans are eagerly awaiting another historic moment for Mandopop. After three years and eight months, iconic Mandopop artist Jay Chou is set to release his 16th studio album, “Children of the Sun.” Pre-orders officially began at 13:00 on March 19 across Tencent Music Entertainment Group’s three major platforms: QQ Music, Kugou Music, and Kuwo Music.


From youthful anthems to legendary status, Jay Chou now makes a monumental return under the title “Children of the Sun.” While staying true to his signature style, he pushes musical boundaries with 13 meticulously crafted tracks that construct a complete narrative dimension. Each melody embodies warmth and power, further continuing the timeless legacy of Mandopop.

As the exclusive pre-order and collaboration platform for the album in mainland China, Tencent Music Entertainment Group is committed to delivering an unparalleled music experience for fans in return for their enduring support. QQ Music and Kugou Music have specially launched “Children of the Sun” SVIP Limited Bundles, offering two premium collectible editions: the “Commemorative Card Edition” includes two NFC collector’s cards and physical lyric cards, seamlessly blending technology with ritual; the “Commemorative Medal Edition” features a physical medal marking the king’s triumphant return, creating an exclusive music memorabilia piece with high collection value.

Pre-orders are now open across Tencent Music platforms–QQ Music, Kugou Music, and Kuwo Music, with the official release scheduled for March 25. Join us in celebrating this timeless musical journey and witness the return of the king of Mandopop.

 

The USD 3 Trillion Opportunity: Priority Pass Reveals How Sports and Wellness Travel Is Redefining Payment Cardholder Expectations

By
Advertorial Desk
-
  • In an era of economic uncertainty, consumers are seeking more meaningful, life-changing experiences – and financial services brands are ideally placed to provide.
  • 79% of global respondents with travel perks chose their payment card because of their sports and wellness travel interests.
  • Over a third (35%) of global respondents with travel benefits are more likely to consider other products from the same issuing bank, compared to 19% of those without. 

SINGAPORE, March 19, 2026 /PRNewswire/ — Priority Pass, the world’s original and leading airport experiences programme, has today released the findings of its new report ‘From Stadiums to Spas: Unlocking the Explosive Growth of Sports and Wellness Travel‘. Sports tourism is projected to reach over USD 2tn by 2032[1], and wellness tourism more than USD 910bn by 2030.[2] Surveying over 12,000 travellers across 20 markets, including seven in Asia Pacific (APAC), Priority Pass’ latest global research report reveals how sports and wellness are inspiring the next wave of travel, and in turn, experience-led journeys.

The report uncovers a developing trend in traveller behaviour: sports and wellness enthusiasts are designing their itineraries around major sporting events or wellness retreats, from live football matches to digital detoxes in nature. Globally, of those who travel for sports and wellness, nearly half (47%) did so for wellness, 20% for sports, and a third (33%) travel for both.

Across APAC, 46% of younger travellers, particularly Millennials and Gen Z, actively seek new experiences such as global sporting events while travelling, above the global average of 42%. Furthermore, this group is using sports travel as a jumping-off point for new experiences, with nearly half (49%) motivated to explore new cities as part of the same trip.

When it comes to wellness travel, APAC travellers are looking to unwind. Their top travel motivators include relaxing, recharging, and disconnecting from daily stress (61%), followed by improving mental (52%) and physical (39%) wellbeing. Additionally, almost a third (32%) of younger travellers from the region report booking wellness trips to ‘digitally detox’.

Cardholder Behaviour: Perks Drive Card Selection, Spend, and Loyalty

For financial institutions, the message is clear: meaningful travel benefits drive engagement, spend and loyalty. Globally, 56% of sports and wellness travellers receive travel-related benefits through their most-used payment card, with nearly four in five (79%) influenced to acquire their card due to their sports and wellness travel interests. In APAC, this rises to 64% and 83% respectively. Among those who don’t currently have such perks, 70% within APAC expressed a desire for a card that would enhance their sporting and wellness travel pursuits.

These benefits don’t just influence card selection; they drive usage, too. Globally, 46% of cardholders with travel benefits say it encourages them to use their card more frequently for general spending, compared to just 29% of those without. The impact on loyalty is equally significant; in APAC, over half (56%) of cardholders with travel benefits on their payment card feel valued, while over a third (39%) report feeling loyal to their card provider. Additionally, more than a third (37%) of cardholders in APAC with travel benefits are more likely to consider other products from the same issuer, highlighting the long-term commercial value.

In an era of economic uncertainty, consumers are seeking more meaningful, life-changing experiences that they would not otherwise have access to. This shift marks a pivotal opportunity for banks and card issuers to elevate their role from financial provider to lifestyle enabler, delivering meaningful, experience-led benefits that inspire loyalty, capture high-value segments, and secure long-term growth.

“Cardholders today are looking to brands for access to rewarding experiences that enrich their lives and reflect their true passions,” said Christopher Evans, CEO of Collinson International. “Our report highlights how brands have a unique opportunity to support their customers’ thirst for meaningful experiences – whether that’s wellness retreats, exclusive sports events, or premium lounge access – often opening doors to opportunities they may not otherwise have. These very memorable experiences, create a more emotional connection that delivers lasting value and greater loyalty. Brands that empower their customers to pursue their passions and travel interests are best placed to build genuine, long-term relationships in this new, experience-driven era.”

“Across Asia Pacific, sports and wellness experiences are increasingly shaping how travellers, particularly Millennials and Gen Z, plan their trips and prioritise spending. With the region’s sports and wellness tourism markets expected to reach nearly USD 962bn[3] by 2030, it reflects a fundamental shift in how travellers define value, prioritise wellbeing, and pursue happiness through travel,” said Todd Handcock, Chief Commercial Officer and Asia Pacific Executive Chair, Collinson International. “Our research underscores the rising demand of sports and wellness tourism, providing actionable insights on where brands should focus their investments so as to drive deeper customer engagement and loyalty, as this region continues to play a pivotal role in this next phase of travel growth.”

To enhance the traveller experience, Priority Pass members can access more than 1,800 airport lounges and travel experiences worldwide, complemented by a suite of end-to-end services that remove friction at every touchpoint: from transfers and car hire to lounge access, tranquil spas, sleep pods and gaming lounges. In addition, access to digital travel wellness companion, TrvlWell, enhances health and wellness while travelling.

By integrating Priority Pass into their offerings, brands can deliver the premium experiences aspirational travellers seek, from a variety of airport and travel experiences to wellness partnerships that support traveller fitness, nutrition, and recovery. This approach helps to move them beyond transactional service providers to facilitators of the lifestyles their premium customers cherish; differentiating card propositions through solutions that genuinely matter.

Methodology

Research commissioned by Priority Pass and independently conducted by Qualtrics, between 05.09.25 and 26.09.25 among a sample of 12,557 travellers from 20 markets including: Hong Kong (SAR) (524), India (1050), Indonesia (1049), Japan (521), Singapore (523), South Korea (517) and Thailand (525).

All respondents self-reported as having travelled / plan to be travelling for sports and / or wellness (past 12 months and / or next 12 months).

Younger generations are categorised as Millennials and Gen Z and older generations are categorised as Gen X, Baby Boomers, and Silent Generation.

 

About Priority Pass

Priority Pass is the world’s original and market-leading airport experiences programme. We provide travellers with access to over 1,800 airport lounges and travel experiences in 841 airports in 146 countries. Members can access an ever-growing range of premium experiences – from spas to sleeping pods to dining – that help elevate every journey into something special. By building partnerships with other leading brands, we help to bring a better travel experience to the world.

Priority Pass is owned and operated by Collinson International, part of The Collinson Group, a family-owned business. Formed over 35 years ago, it now has five distinct operating companies that generate a combined annual revenue of £1.9bn, employing more than 2,000 people across 19 countries.

The USD 3 Trillion Opportunity: Priority Pass Reveals How Sports and Wellness Travel Is Redefining Payment Cardholder Expectations

By
Advertorial Desk
-
  • In an era of economic uncertainty, consumers are seeking more meaningful, life-changing experiences – and financial services brands are ideally placed to provide.
  • 79% of global respondents with travel perks chose their payment card because of their sports and wellness travel interests.
  • Over a third (35%) of global respondents with travel benefits are more likely to consider other products from the same issuing bank, compared to 19% of those without. 

SINGAPORE, March 19, 2026 /PRNewswire/ — Priority Pass, the world’s original and leading airport experiences programme, has today released the findings of its new report ‘From Stadiums to Spas: Unlocking the Explosive Growth of Sports and Wellness Travel‘. Sports tourism is projected to reach over USD 2tn by 2032[1], and wellness tourism more than USD 910bn by 2030.[2] Surveying over 12,000 travellers across 20 markets, including seven in Asia Pacific (APAC), Priority Pass’ latest global research report reveals how sports and wellness are inspiring the next wave of travel, and in turn, experience-led journeys.

The report uncovers a developing trend in traveller behaviour: sports and wellness enthusiasts are designing their itineraries around major sporting events or wellness retreats, from live football matches to digital detoxes in nature. Globally, of those who travel for sports and wellness, nearly half (47%) did so for wellness, 20% for sports, and a third (33%) travel for both.

Across APAC, 46% of younger travellers, particularly Millennials and Gen Z, actively seek new experiences such as global sporting events while travelling, above the global average of 42%. Furthermore, this group is using sports travel as a jumping-off point for new experiences, with nearly half (49%) motivated to explore new cities as part of the same trip.

When it comes to wellness travel, APAC travellers are looking to unwind. Their top travel motivators include relaxing, recharging, and disconnecting from daily stress (61%), followed by improving mental (52%) and physical (39%) wellbeing. Additionally, almost a third (32%) of younger travellers from the region report booking wellness trips to ‘digitally detox’.

Cardholder Behaviour: Perks Drive Card Selection, Spend, and Loyalty

For financial institutions, the message is clear: meaningful travel benefits drive engagement, spend and loyalty. Globally, 56% of sports and wellness travellers receive travel-related benefits through their most-used payment card, with nearly four in five (79%) influenced to acquire their card due to their sports and wellness travel interests. In APAC, this rises to 64% and 83% respectively. Among those who don’t currently have such perks, 70% within APAC expressed a desire for a card that would enhance their sporting and wellness travel pursuits.

These benefits don’t just influence card selection; they drive usage, too. Globally, 46% of cardholders with travel benefits say it encourages them to use their card more frequently for general spending, compared to just 29% of those without. The impact on loyalty is equally significant; in APAC, over half (56%) of cardholders with travel benefits on their payment card feel valued, while over a third (39%) report feeling loyal to their card provider. Additionally, more than a third (37%) of cardholders in APAC with travel benefits are more likely to consider other products from the same issuer, highlighting the long-term commercial value.

In an era of economic uncertainty, consumers are seeking more meaningful, life-changing experiences that they would not otherwise have access to. This shift marks a pivotal opportunity for banks and card issuers to elevate their role from financial provider to lifestyle enabler, delivering meaningful, experience-led benefits that inspire loyalty, capture high-value segments, and secure long-term growth.

“Cardholders today are looking to brands for access to rewarding experiences that enrich their lives and reflect their true passions,” said Christopher Evans, CEO of Collinson International. “Our report highlights how brands have a unique opportunity to support their customers’ thirst for meaningful experiences – whether that’s wellness retreats, exclusive sports events, or premium lounge access – often opening doors to opportunities they may not otherwise have. These very memorable experiences, create a more emotional connection that delivers lasting value and greater loyalty. Brands that empower their customers to pursue their passions and travel interests are best placed to build genuine, long-term relationships in this new, experience-driven era.”

“Across Asia Pacific, sports and wellness experiences are increasingly shaping how travellers, particularly Millennials and Gen Z, plan their trips and prioritise spending. With the region’s sports and wellness tourism markets expected to reach nearly USD 962bn[3] by 2030, it reflects a fundamental shift in how travellers define value, prioritise wellbeing, and pursue happiness through travel,” said Todd Handcock, Chief Commercial Officer and Asia Pacific Executive Chair, Collinson International. “Our research underscores the rising demand of sports and wellness tourism, providing actionable insights on where brands should focus their investments so as to drive deeper customer engagement and loyalty, as this region continues to play a pivotal role in this next phase of travel growth.”

To enhance the traveller experience, Priority Pass members can access more than 1,800 airport lounges and travel experiences worldwide, complemented by a suite of end-to-end services that remove friction at every touchpoint: from transfers and car hire to lounge access, tranquil spas, sleep pods and gaming lounges. In addition, access to digital travel wellness companion, TrvlWell, enhances health and wellness while travelling.

By integrating Priority Pass into their offerings, brands can deliver the premium experiences aspirational travellers seek, from a variety of airport and travel experiences to wellness partnerships that support traveller fitness, nutrition, and recovery. This approach helps to move them beyond transactional service providers to facilitators of the lifestyles their premium customers cherish; differentiating card propositions through solutions that genuinely matter.

Methodology

Research commissioned by Priority Pass and independently conducted by Qualtrics, between 05.09.25 and 26.09.25 among a sample of 12,557 travellers from 20 markets including: Hong Kong (SAR) (524), India (1050), Indonesia (1049), Japan (521), Singapore (523), South Korea (517) and Thailand (525).

All respondents self-reported as having travelled / plan to be travelling for sports and / or wellness (past 12 months and / or next 12 months).

Younger generations are categorised as Millennials and Gen Z and older generations are categorised as Gen X, Baby Boomers, and Silent Generation.

About Priority Pass

Priority Pass is the world’s original and market-leading airport experiences programme. We provide travellers with access to over 1,800 airport lounges and travel experiences in 841 airports in 146 countries. Members can access an ever-growing range of premium experiences – from spas to sleeping pods to dining – that help elevate every journey into something special. By building partnerships with other leading brands, we help to bring a better travel experience to the world.

Priority Pass is owned and operated by Collinson International, part of The Collinson Group, a family-owned business. Formed over 35 years ago, it now has five distinct operating companies that generate a combined annual revenue of £1.9bn, employing more than 2,000 people across 19 countries.

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