Pacific Asia Travel Association (PATA) says demand for the region remains strong and, despite higher flight prices, the region remains good value. Best at Travel Product Manager and PATA spokesperson Sam Collins explains more.
“In the wake of recent unrest in the Middle East, the UK and Irish travel industry has once again been forced into rapid response mode. The past few months have been incredibly challenging, not least because the disruption hit just ahead of Easter, one of the busiest travel periods for the Asia and Australasia region. With peak demand, full flights and major festivals like Songkran in Thailand, the timing couldn’t have been more difficult.
As ever, the industry followed a familiar pattern: initial shock, followed by the urgent prioritisation of customers overseas, rerouting those returning via the Middle East, and managing departures reliant on affected airline networks. Repatriation efforts were complex, with alternative routes via Asia in high demand, and forward bookings required significant reworking, often at increased cost and with limited airline capacity.
Now that the immediate disruption has stabilised, we are beginning to see clearer patterns emerge. Encouragingly, demand for Pacific Asia remains strong. Travellers are still keen to visit the region, but they are adapting how they get there. We are seeing a shift towards direct carriers, despite higher prices, and increased interest in destinations that are perceived as straightforward and accessible.
For agents, this presents a clear opportunity. While Middle East hubs have long been a key gateway, this moment allows the industry to refocus on the breadth and diversity of the Asia and Australasia region itself. Destinations such as Thailand, Malaysia, Vietnam, and beyond continue to offer exceptional value, world-class hospitality and rich cultural experiences, all without the need to rely on transit through impacted areas.
There is also an opportunity to broaden appeal. Travellers who may previously have opted for Dubai, or struggled to secure availability in destinations like the Maldives, are now considering alternatives across Asia. From beach escapes to cultural itineraries, the region offers compelling substitutes that can be positioned as not just alternatives, but upgrades in experience.
Despite rising airfares, strong hotel availability and competitive offers are helping to balance overall package pricing. In many cases, a 30% increase in flight costs translates to a far smaller increase in total holiday price, reinforcing Asia’s long-standing reputation for value.
The travel industry is no stranger to disruption. Whether it’s geopolitical events or global crises, adaptability is built into its DNA. What remains clear is that the Asia and Australasia region is open, welcoming and ready to receive UK and Irish travellers.
For those able to travel soon, the message is simple: Asia is safe, accessible and offers excellent value. For those planning further ahead, this is the time to secure future bookings with 2026 and even 2027 already on the radar, particularly for more complex long-haul itineraries including Australia.
In times of uncertainty, travellers look for reassurance, and agents play a vital role in providing it. By adapting quickly, communicating clearly and showcasing the full breadth of what the region has to offer, the industry can not only recover but can still thrive.”
