London Joins Paris, Rome, Barcelona, and Berlin in Explosive New Ticket Scam Pandemic: Tourists Ripped Off Daily by Fake West End Shows, Museum Passes, and Hop-On Tours: Here is What You Need to Know

In 2024 and 2025, Europe saw a surge in ticket fraud targeting tourists in cities like London, Paris, Rome, Barcelona, and Berlin. Scammers used fake websites, counterfeit QR codes, and street touts to sell illegitimate West End theatre tickets, museum passes (e.g., Louvre, Vatican), and hop-on/hop-off tours. Tourists were lured by “skip-the-line” offers, but often received invalid, duplicate, or overpriced tickets. In London, fraudsters stole over £9.7 million, while Rome saw fines for companies hoarding Colosseum tickets. Paris faced widespread scams involving phony museum portals and reused QR codes. Barcelona’s top sites like Sagrada Família were mimicked by lookalike domains, and Berlin saw bus and transit ticket cons. Authorities responded with consumer warnings, enforcement actions, and fraud awareness campaigns like the UK’s “Stop! Think Fraud.” Officials urge travelers to buy only from official sources, avoid street vendors, and verify ticket authenticity. The fraud wave underscores the need for vigilance in Europe’s top destinations, where fraudsters exploit high demand and tourist inexperience daily.

London: West End Theatres and Museum Ticket Scams

London’s iconic West End, renowned for its theatre shows, has become a magnet for ticket scammers. Tourists eager to see sold-out plays or concerts are often targeted by fraudulent resellers – whether via social media, bogus websites, or touts lurking near venues. British authorities note that last-minute ticket offers on social media have been especially problematic, accounting for nearly half of fraud reports[3]. The scams range from fake e-tickets that never arrive to forged paper tickets that are rejected at the door. In fact, Action Fraud UK (the national fraud center) reported a sharp rise in ticket fraud losses in 2024, urging the public not to buy from unofficial sources[2]. The UK Home Office launched a “Stop! Think Fraud” campaign in 2025 to caution fans against deals that “look too good,” after £1.6 million was lost on fake concert tickets alone in 2024[2][4].

West End theatre scams typically prey on tourists outside popular shows. Travelers have reported being approached by people offering “spare” or discounted tickets that turned out to be counterfeit[5]. Industry groups have responded with consumer education – for example, the Society of Ticket Agents and Retailers (STAR) advises buyers to look for its certified STAR kitemark to avoid illegitimate sellers[6]. Despite these efforts, the problem persists: according to one theatre industry report, fraudsters capitalized on high demand and stole millions from UK ticket-buyers in 2024[1].

London’s museum passes and attractions are not immune either. Scammers often try to sell fake or invalid tickets around major sites like the British Museum or the London Eye[7]. Notably, general admission to the British Museum is free, yet unscrupulous agents have duped unwitting tourists into paying for “reserved entry” or audio guides via unofficial platforms. Travel safety analysts caution that these phony tickets may look legitimate but will not be accepted at the venue[8]. For example, UK guides warn visitors to buy tickets only from official offices or trusted vendors, as street sellers around places like Westminster or Tower Bridge might peddle worthless tickets. The fraudulent ticket market in London has grown so concerning that by late 2025 a coalition of entertainment groups renewed calls for stricter enforcement and reminded visitors to “always buy from the venue box office or an authorized site”[9].

Paris: Louvre Museum and Tourist Pass Scams

In Paris, soaring tourist demand has unfortunately come with a wave of museum ticket scams in 2024–2025. Major attractions like the Louvre and Musée d’Orsay now require advance online reservations for crowd control, which scammers have exploited. French media report that since the COVID-19 pandemic, many top museums no longer allow walk-in ticket purchases, creating a perfect opening for fraud[10]. Visitors who find official tickets sold out are lured to lookalike websites that mimic official museum pages, complete with copied logos and layouts, to sell them fake or overpriced tickets[11]. In late 2024, TF1 (France) highlighted the growing trend of “arnaques” (scams) with fake museum tickets: some scam sites buy real tickets and resell them at exorbitant markups, while others issue “vrais-faux billets” – convincingly printed tickets that fail to scan at the entrance[11][12]. A third ploy is to simply take payment and never deliver any ticket at all[12]. These fraudulent sites often advertise “last-minute” availability when the official site shows none, tricking desperate tourists into paying more for what they believe are valid entries.

The Louvre – the world’s most visited museum – has been a prime target. Visitors in 2024 reported Google search results leading to scam ticket vendors with names like “LouvreTickets” or Walker Tours, which posed as official partners. In one case, a traveler paid an alternative site when the Louvre’s own tickets were sold out, only to receive nothing or an old invalid ticket via email (one victim received a ticket dated 2017 as a PDF)[13]. The Van Gogh Museum scam in Amsterdam in 2024 was similarly instructive: about 50 people attempting to book a popular exhibition were duped by an imitation website (vangoghshop.pro) that stole their credit card details and issued fake tickets[14][15]. The Louvre and other Paris museums have faced the same issue, with fraudulent sites reproducing official content. French authorities warn that if a site offers unlimited tickets or uniform pricing (ignoring youth or disability discounts), it’s likely a scam[16]. Tourists are urged to double-check that they are on the museum’s actual domain (e.g. louvre.fr) and to be wary of any unofficial vendor promising easy access.

In addition to online fraud, on-the-ground scams target tourists in Paris. During peak times, street sellers around the Louvre or Eiffel Tower may approach foreigners in line, offering “skip-the-line” tickets or museum passes. Often these are used or forged tickets – for instance, touts have been known to reuse the same Louvre ticket for multiple visitors by taking it back and handing it to the next group[17][18]. (This reuse scam was documented as early as 2018, costing the Louvre an estimated €1 million in lost revenue annually[19].) Paris transport officials also cautioned visitors, especially ahead of the 2024 Olympics, about people selling phony transit tickets on the streets. Tourists have been sold invalid Métro/bus tickets at tourist spots; the city’s transit authority explicitly advises buying only from official vending machines or booths to avoid such fraud[20]. In summary, Paris’s tourism agencies emphasize vigilance: stick to official sites for any tickets, and be skeptical of any “friendly helpers” offering tickets near museum entrances or train stations[21]. The prevalence of fake ticket scams in Paris through 2024 shows how far scammers will go – even creating entire fake websites and QR codes – to capitalize on the city’s cultural draw.

Rome: Vatican Museums and Colosseum Ticket Rackets

Rome’s tourist landmarks have long been plagued by ticket scams, and 2024–2025 saw renewed problems – but also a major crackdown. At the Vatican Museums, which attract millions of visitors, tourists often encounter aggressive street touts around St. Peter’s Square and the museum entrance. These individuals frequently wear phony IDs or uniforms to pose as “official” guides or staff, then mislead visitors by saying “the line is hours long” or that tickets are almost gone[22]. They pressure tourists into buying expensive “skip-the-line” tours on the spot. In reality, these tours range from mildly overpriced to outright scams: some do get you inside (albeit at double the official price for a ticket that is actually free or cheaper), while others sell completely fake vouchers that are not honored. Frustrated travelers recounted paying cash to such vendors only to find their tickets were invalid or excluded key areas (for example, a “Vatican tour” that didn’t include access to St. Peter’s Basilica dome, contrary to what the seller promised)[23]. By the time the victim discovers the deception, the street seller has vanished into the crowds[24]. Local police have received complaints about these unlicensed tour peddlers, and travelers report that officers on site will confirm the operations are illegal. In one 2024 incident, victims even alerted Rome police about a bogus Vatican tour outfit; police acknowledged the scam and noted such operators often charge double the normal ticket price for dubious “services”[25]. Despite periodic enforcement sweeps, the vicinity of the Vatican remains a hotspot for ticket hustlers targeting uninformed tourists.

Another scam in Rome revolves around the Colosseum, which draws over 12 million visitors per year[26]. Rather than counterfeit tickets on the street, this scheme involved a large-scale ticket hoarding and resale racket. In April 2025, Italy’s Antitrust Authority (AGCM) fined the Colosseum’s former ticketing contractor and several tour companies a total of €20 million for systematically depriving the public of fairly priced tickets[27][28]. An investigation found that the official ticket seller (CoopCulture) and six tour operators colluded to make regular €18 tickets “essentially impossible” to buy online by using software bots to instantly grab tickets and by withholding a large share for package tours[29][30]. Tourists trying to book on the official site often found everything sold out, leaving them no choice but to purchase marked-up tickets bundled with “guided tours” or other add-ons[31][32]. These bundled passes were sold at greatly inflated prices and often via third-party platforms. AGCM condemned the practice, stating that consumers were forced into expensive channels and that the firms “knowingly” sustained an artificial shortage[28][32]. This enforcement action in 2025 is one of the most significant crackdowns on tourist ticket fraud in Europe, as it targeted not just petty scammers but major companies profiting off tourists. Italian authorities sent a strong signal by penalizing those who manipulate ticket availability or use bots, and they pledged to monitor other sites (like Florence’s Uffizi and Pompeii) for similar abuses.

Outside these headline cases, visitors in Rome should also be wary of freelance tour guides selling tickets around places like the Colosseum, Forum, or Vatican. Some operate legally, but many do not. Rome’s official tourism board advises travelers to book tickets and tours in advance from official websites (e.g. MuseiVaticani for the Vatican, CoopCulture for the Colosseum) or use reputable travel agencies. If you arrive without a booking, avoid men and women waving badges or iPads offering immediate entry – this is a red flag of a scam. As one seasoned guide put it, “it’s generally well-known that it isn’t a great idea to just show up and buy tickets from touts outside” major sites[33]. By following that advice, tourists can sidestep many of the ticket cons that persist on Rome’s streets.

Barcelona and Berlin: Hop-On/Hop-Off Tour Scams and More

In Southern and Central Europe, tour and transit ticket scams have also been on the rise. Barcelona, Spain’s top tourist city, exemplifies this with issues around hop-on/hop-off sightseeing buses and attraction tickets. The city’s official Barcelona Bus Turístic is popular, but tourists can easily encounter imitators or unauthorized sellers. For instance, visitors have warned about a certain kiosk near a major transit hub selling bogus or overpriced hop-on/hop-off bus tickets[34]. In one scam, a stand near Rome’s Termini station (misleadingly advertising Barcelona tours) charged travelers €34 each for bus tickets that turned out to be invalid on the actual tour buses[34]. Barcelona’s tourism offices have had to reiterate that official city tour tickets should be bought from the city or bus company websites or at sanctioned kiosks, not from random street vendors. Complaints on travel forums also suggest some lesser-known tour bus companies in Barcelona operate with poor service – buses not arriving or extremely long waits – leading scammed customers to label them frauds[35]. While some of these cases may be borderline (e.g. overbooking rather than intentional fraud), the result is the same: tourists feel cheated out of the promised experience.

Key attractions in Barcelona have seen ticket scam issues as well. The Sagrada Família basilica, which requires timed tickets, has been plagued by copycat websites. A 2025 study found that fake ticket sites for Sagrada Família were using official-sounding URLs (even “.org” domains) and manipulating search engine results to appear above the basilica’s real site[36][37]. These sites prey on tourists in peak season, often charging significantly higher prices or selling “priority” tickets that don’t actually offer any special access[37]. In some instances, third-party agencies bought up large blocks of Sagrada Família tickets to create artificial scarcity – a tactic similar to the Colosseum case – forcing visitors to pay extra on resale platforms[37]. Worse, there have been reports of visitors arriving at the church only to discover their tickets were duplicates or outright invalid, meaning the QR codes had been used already or weren’t issued by the official system[37]. Such incidents not only cost tourists money but also can ruin a once-in-a-lifetime visit. Local consumer groups and global tour providers (like GetYourGuide) have denounced these scams, warning that they damage the reputation of Spain’s cultural sites[38][39]. In response, Spanish authorities in late 2025 indicated they are investigating some of these fake ticket platforms. They emphasize that official tickets for Sagrada Família and Park Güell should be purchased via the official websites or authorized partners, and that any site guaranteeing availability when the official channel is sold out should be treated with skepticism.

Turning to Berlin, Germany – while not making headlines to the same extent, the city has had its share of ticket troubles for tourists. Berlin offers various hop-on/hop-off bus tours and a “Berlin WelcomeCard” for attractions, and most operators are legitimate. However, some visitors have reported being dissatisfied or feeling misled by certain tour companies. In 2024, a number of complaints surfaced about a hop-on/hop-off bus operator in Berlin that sold tickets online but failed to deliver services as promised – buses were infrequent or overcrowded, and customer service refused refunds. One reviewer described their Berlin bus tour ticket purchase as a “huge scam,” saying they never received the tickets and the company wouldn’t reimburse them[40]. It’s unclear if these cases stem from intentional fraud or just poor management, but they highlight the importance of using well-established tour providers. Berlin’s public transit system also introduced the Deutschlandticket (a nationwide travel pass) in 2023, which reportedly led to some scammers trying to resell passes or use stolen credit cards to obtain them[41]. German transport authorities have been on alert for such fraud, though this issue targets locals as well as tourists. In general, Berlin police and travel experts focus more on pickpocketing and taxi scams, yet they advise tourists to beware of any unofficial ticket seller, whether for tours, concerts, or transit. If a deal on a Berlin museum pass or tour bus sounds too good (or conversely, oddly expensive), it’s wise to double-check the vendor’s legitimacy. Fortunately, Berlin’s tourist ticket scams seem less organized than those in cities like Rome or Paris, but visitors should still exercise caution and buy from official kiosks, ticket machines, or recognized tourist offices whenever possible.

Fraudsters’ Methods and Tactics

Across these cities, fraudsters have employed a variety of tactics to dupe tourists. Below are some of the most common methods observed in 2024–2025, along with examples:

• Lookalike Websites: Scammers create fake ticketing websites that impersonate the official site of a museum or attraction. These sites often use similar graphics and web addresses (sometimes adding words like “tickets” or using a .org domain to seem legitimate). Tourists searching online can be fooled into booking through these pages. Example: An imitation site for the Van Gogh Museum in Amsterdam conned dozens of visitors into entering their card details for non-existent tickets[14][15]. Likewise, fake sites have been reported for Louvre tickets and Sagrada Família tours, often charging higher prices or simply stealing payment info[42][37].
• Counterfeit or Reused Tickets (Fake QR Codes): Some scammers sell physical or electronic tickets that appear genuine – they may even be real tickets that have been copied or used already. The key is that the QR code or barcode won’t scan at the entrance, leaving the tourist stranded. Example: In Paris, fraudulent tickets “identical to official ones” have circulated, but victims find the QR code is invalid when they arrive[12]. At the Louvre, there have been instances of tour operators buying one legitimate ticket and then reusing it for multiple tourists by passing it back out, until eventually someone gets rejected at the turnstile[18]. Modern e-tickets can also be duplicated – Spanish officials noted cases of Sagrada Família tickets being sold twice, so the second buyer was denied entry as the code had already been redeemed[37].
• Inflated Resale and Ticket Hoarding: Not all scams involve fake tickets; some involve real tickets obtained through underhanded means. Fraudsters (or unscrupulous companies) snatch up large quantities of tickets to popular attractions or events, then resell them to tourists at exorbitant markups. This sometimes involves using bots or scripts to grab tickets the instant they are released, making it seem like everything is sold out unless you buy from the reseller. Example: Tour firms in Rome hoarded Colosseum tickets and forced tourists into high-priced tour bundles, a practice for which they were fined in 2025[29][30]. In Barcelona, investigators found that some agencies pre-buy Sagrada Família slots in bulk to create artificial scarcity and drive tourists to pricier packages[37]. While not “fake” tickets per se, this manipulation is a fraudulent business practice that harms consumers and violates regulations.
• Street Sellers and Unauthorized Agents: A very common scam method is the in-person approach: individuals position themselves near ticket lines, ATMs, or transit stations and target tourists directly. They often wear a badge or logo to appear official and “assist” confused visitors – only to sell them something illegitimate. Example: In Rome, men in vests/badges around the Vatican will tell newcomers that they must buy a guided tour to enter, charging, say, €50–€60 for what turns out to be a standard €17 entry with a lot of waiting and no real guidance[43]. In Paris, similar touts have been seen near Métro stations offering “tourist tickets” or passes that are expired or fake, exploiting foreigners unfamiliar with the system[20]. On the Paris Metro and Berlin U-Bahn, scammers have even posed as helpful locals at ticket machines, then sold visitors already-used transit tickets (which will later incur a fine when inspectors find they’re invalid). Tourist hotspots like Las Ramblas in Barcelona or Piccadilly Circus in London also attract ticket hawkers who might sell counterfeit event tickets or unlicensed tour vouchers. The advice from police is universal: do not buy tickets on the street no matter how “official” someone looks – use the museum’s door, the bus’s own staff, or legitimate shops.
• Phishing and Data Theft: A newer twist involves QR codes or links not for tickets themselves but for payments. For instance, scammers might put up a sign with a QR code claiming to be an “official payment” or booking link at an attraction. Tourists who scan it are taken to a phishing site that steals their credit card info. Similarly, some fake ticket websites have been primarily aimed at harvesting personal and financial data under the guise of a ticket purchase. Example: The fake Van Gogh Museum site mentioned earlier was essentially a phishing scam – victims noticed their credit cards were blocked for fraud soon after using the site[15][44]. Travelers in Europe are now warned to only use known apps or sites (or on-site ticket offices) for payments, and never trust a random QR code posted in a tourist area[45]. High-tech scams like these are less visible but growing.

Warnings and Responses from Authorities

This rise in tourist ticket fraud has prompted responses from both law enforcement and consumer protection bodies across Europe. Local authorities, museum operators, and tourism boards have issued public warnings to educate travelers, while some governments have taken legal action against fraudsters. Below are notable examples of how different stakeholders have reacted in 2024–2025:

• Official Warnings & Advisories: Many cities have added scam alerts to their official tourism websites and social media. For instance, the Van Gogh Museum in Amsterdam published a notice on its homepage warning visitors to “Beware of scammers, buy your tickets at the official site” after the fake website incident[44]. They also worked with Google and the police to get the fraudulent site taken down[46][44]. Similarly, Paris’s Louvre Museum has reminders on its ticket page about only using its official partner links. Tourism boards in cities like Barcelona and Paris regularly caution against buying tickets from street vendors and advise using official tourist information centers instead[47]. The British Foreign Office’s travel advisories mention these common scams in countries like France and Italy, and the U.S. Embassy in Spain released tips in 2025 highlighting the prevalence of fake ticket websites, given Spain’s record 94 million tourists in 2024[36]. During the Paris Olympics (summer 2024), authorities ran campaigns to alert visitors about counterfeit transit tickets and black-market event tickets, likely preventing many potential victims[20]. Even private companies have joined in: major ticketing platforms and tour operators (e.g. GetYourGuide) have collaborated on studies to expose fraudulent ticket sites and pushed for better regulation[39].
• Enforcement Actions: On the enforcement side, 2024–2025 saw a few high-profile crackdowns. The most significant was in Italy, where as noted, regulators levied heavy fines on companies abusing the Colosseum ticket system[27][28]. This case set a precedent that tourist ticketing is being taken seriously under consumer protection and antitrust laws. In France, while specific prosecutions of museum ticket scammers haven’t been widely publicized, the French government did take action against Olympic ticket fraud websites and general online scam networks. French cybercrime units have been tracking the rise of fake tourism sites, and in late 2024 French media reported that multiple fraudulent museum ticket sites were shut down following investigations[11][12]. In the UK, the focus has been on concert and event ticket fraud: London’s Metropolitan Police and the national Action Fraud office stepped up stings against online ticket scammers, resulting in several arrests of individuals selling non-existent festival and theatre tickets. The UK government also introduced new legislation to curb ticket touting, including a cap on resale mark-ups for concerts, sports, and theatre events[48][49]. While that law primarily targets price-gouging, it indirectly helps by making life harder for those who profit off hoarding and reselling tickets.
• Consumer Protection and Industry Initiatives: Consumer protection agencies are also involved. In Spain, the facua consumers’ organization and others have launched awareness campaigns, and in October 2025 Spanish tourist portals formally denounced the fraudulent ticket websites to the authorities, spurring an inquiry[36][38]. The European Travel Agents’ and Tour Operators’ Association (ECTAA) has called for a coordinated EU-wide effort to monitor and remove scam websites that target travelers across borders. Within the travel industry, legitimate ticketing companies and marketplaces have implemented new verification measures. For example, STAR in the UK (mentioned earlier) encourages people to use their member vendors, and some platforms now display warnings if a ticket price is abnormally high or if a seller is unverified. Technology companies have been urged to assist: Google has been asked to better police search results so that official museum sites rank above impostors, and credit card companies are working to flag suspicious transactions (like multiple high-value ticket purchases that might indicate bot activity).
• Local Policing Efforts: On the ground in tourist areas, local police in cities like Paris, Rome, and Barcelona have increased patrols around major attractions to deter scam activity. In Paris, for instance, police officers (sometimes in plain clothes) have been deployed around the Eiffel Tower and Louvre to catch fake ticket hawkers, much as they do to catch counterfeit souvenir sellers[50]. Rome’s municipal police periodically sweep Vatican City’s surroundings to move along the unofficial tour peddlers – though they often return when enforcement is not present. Some cities have set up tourist help points or hotlines where scams can be reported. An illustrative example is Prague (not on our main list, but known for tour scams): local YouTubers partnered with police to produce an “Honest Guide” video that went viral, exposing how fake hop-on/hop-off operators cheated customers[51]. This kind of public shaming has pressured some scam operators to quit, and it shows a creative approach to enforcement through information.

Overall, authorities acknowledge that completely eradicating ticket fraud is challenging – the scams adapt quickly and often involve transient actors or websites hosted abroad. However, the concerted actions in 2024–2025 show a growing resolve to protect tourists. Both punitive measures (fines, arrests) and preventive measures (education, warnings) are being used. Travelers are increasingly aware of these scams, and with continued vigilance and official support, the hope is to stem the surge of ticket fraud in Europe’s tourism hubs.

Conclusion

The spike in tourist ticket scams across Europe in 2024 and 2025 highlights the darker side of the post-pandemic travel boom. Counterfeit West End show tickets, fake museum passes for the Louvre or Vatican, and dubious sightseeing tour deals have cost unsuspecting travelers time, money, and trust. Major destinations like London, Paris, Rome, Barcelona, and Berlin each saw their own variant of these frauds – yet the patterns are strikingly similar. Scammers count on visitors being unfamiliar with local systems or panicking when official tickets are unavailable. They exploit this by using ever-more sophisticated methods (from high-tech phishing sites with fake QR codes to old-fashioned street hustles).

The good news is that awareness is spreading. Tourists today are more likely to research and spot red flags, and many have shared their experiences online to warn others. Law enforcement and consumer agencies have also stepped up, with 2025 marking some important victories against ticket fraud rings. To avoid falling victim, the consensus advice is clear: only purchase tickets from official sources or well-known intermediaries, and be very skeptical of any third-party offering a shortcut or special deal outside these channels[44][20]. Travelers should double-check URLs, avoid paying cash to individuals, and verify credentials for any tour or ticket seller. As the European Travel Commission emphasizes, a little caution goes a long way – by planning ahead and using authorized outlets, tourists can enjoy Europe’s magnificent attractions without being scammed. In summary, the surge in ticket fraud is a real concern, but through coordinated efforts of authorities and informed travelers, the industry is fighting back to ensure Europe’s cultural treasures remain worth the trip – not a ticket trap.

Sources: Authorities’ press releases and advisories; news reports from The Guardian, TF1, ABC Sevilla, and Art Newspaper; official statements from museums and tourism boards; and verified travel safety resources[52][4][29][46][11][8][37][20].

The post London Joins Paris, Rome, Barcelona, and Berlin in Explosive New Ticket Scam Pandemic: Tourists Ripped Off Daily by Fake West End Shows, Museum Passes, and Hop-On Tours: Here is What You Need to Know appeared first on Travel And Tour World.

China Joins Thailand, Germany, Turkey, Sweden, Denmark, Norway, Switzerland, Italy, Belgium, France and Australia in the List of New Routes That will be Opened by Thai Airways in 2026

Thai Airways is ramping up its global presence with a series of new routes and fleet upgrades set to launch in 2026. The airline has revealed plans to expand its international network, enhance flight frequencies, and introduce new aircraft to meet increasing demand. With a focus on growth in Asia, Europe, and Australia, Thai Airways is positioning itself as a major player in global aviation. Here’s everything you need to know about the airline’s upcoming developments.

New Flight Routes for 2026
As part of its strategic plan, Thai Airways is increasing its global connectivity by introducing new routes and expanding frequencies on existing ones. These additions will cater to both leisure and business travelers, enhancing the airline’s offerings.

Expansion in Asia
Thai Airways is making significant strides in its Asian network. In particular, the airline is focusing on enhancing its connections with China and India. For the 2025-2026 winter season, Thai Airways plans to double the frequency of flights on its popular routes from Bangkok to Guangzhou and Beijing, increasing from seven to fourteen flights per week on each route. This expansion is part of Thai Airways’ broader strategy to tap into the growing demand for travel between Thailand and China .

In addition, the airline is looking into new services to Gaya in India, a city with significant religious and cultural significance. This addition would further strengthen Thai Airways’ presence in the Indian market, which is an essential part of its future growth strategy .

Hong Kong, a hub for business and tourism, will also see new services from Thai Airways. United Airlines will operate a service between Hong Kong and Bangkok starting in October 2025, with a frequency of 7 flights per week .

European and Australian Expansion
Thai Airways is further solidifying its European and Australian presence with daily flights to key cities. New connections will include cities such as Munich, Istanbul, Stockholm, Copenhagen, Oslo, Zurich, Milan, Brussels, Paris, and Perth, with all routes being served seven times per week .

For major destinations like Frankfurt, London, Melbourne, and Sydney, Thai Airways will increase its flight frequency to fourteen per week, reflecting the robust demand from both business and leisure travelers .

Domestic Routes
On the domestic front, Thai Airways continues to serve a comprehensive network of routes. These include popular destinations such as Chiang Mai, Chiang Rai, Khon Kaen, Udon Thani, Ubon Ratchathani, Krabi, Phuket, and Hat Yai, with daily flights and frequencies ranging from 14 to 56 flights per week . This extensive domestic coverage ensures that Thai Airways remains a key player in connecting Thailand’s regions with its capital, Bangkok.

Fleet Expansion with Airbus A321neo
To accommodate the growing demand for regional travel, Thai Airways is also enhancing its fleet. Starting in 2026, the airline will introduce the Airbus A321neo aircraft into its fleet, a move aimed at expanding its regional network. This new aircraft is designed to improve fuel efficiency, reduce emissions, and offer greater passenger comfort. The addition of the A321neo will support Thai Airways’ expanded routes, especially those that serve shorter and medium-haul destinations .

Premium Economy Plus: A New Era in Comfort
Thai Airways is also debuting a revolutionary product in 2026 that will change the game for premium travelers. The airline will introduce Premium Economy Plus, a class that offers lie-flat beds—typically only available in business class. This new class will be available on select routes starting from October 26, 2025, with initial services to Chennai, Dhaka, Hyderabad, Jakarta, and Kathmandu .

The Premium Economy Plus seats feature a unique herringbone layout that faces inward, offering both comfort and privacy. These seats were previously used on Virgin Atlantic’s Airbus A330-300s, making them a cutting-edge upgrade for Thai Airways passengers . This move positions Thai Airways as the first major airline to offer lie-flat seats in its premium economy cabin, setting a new standard in long-haul travel.

Strategic Focus and Future Outlook
Thai Airways’ expansion plans for 2026 reflect its ambition to cater to a global customer base, from business professionals to vacationing families. With an emphasis on increasing flight frequencies and opening up new destinations, the airline is setting itself up for long-term success. By introducing new aircraft like the Airbus A321neo and offering innovative services like Premium Economy Plus, Thai Airways is ensuring that it stays competitive in an increasingly crowded airline market.

As the airline continues to grow, passengers can look forward to more choices, better connectivity, and enhanced in-flight experiences. For those planning to fly with Thai Airways in 2026, these new offerings promise to deliver comfort, convenience, and a truly world-class travel experience.

For more information, visit the official Thai Airways website or contact their customer service for the latest updates on routes and services.

References:

1. Thai Airways Expands Network with New Routes and Increased Frequencies
2. Winter 2025/26 Flight Schedule Unveiled by Thai Airways
3. Thai Airways Boosts Routes to China and India
4. United Airlines to Serve Hong Kong-Bangkok Route
5. Thai Airways Fleet Expansion with Airbus A321neo
6. Introducing Premium Economy Plus Class with Lie-Flat Seats

Thai Airways is ramping up its global presence with a series of new routes and fleet upgrades set to launch in 2026. The airline has revealed plans to expand its international network, enhance flight frequencies, and introduce new aircraft to meet increasing demand. With a focus on growth in Asia, Europe, and Australia, Thai Airways is positioning itself as a major player in global aviation. Here’s everything you need to know about the airline’s upcoming developments.

New Flight Routes for 2026

As part of its strategic plan, Thai Airways is increasing its global connectivity by introducing new routes and expanding frequencies on existing ones. These additions will cater to both leisure and business travelers, enhancing the airline’s offerings.

Expansion in Asia
Thai Airways is making significant strides in its Asian network. In particular, the airline is focusing on enhancing its connections with China and India. For the 2025-2026 winter season, Thai Airways plans to double the frequency of flights on its popular routes from Bangkok to Guangzhou and Beijing, increasing from seven to fourteen flights per week on each route. This expansion is part of Thai Airways’ broader strategy to tap into the growing demand for travel between Thailand and China .

In addition, the airline is looking into new services to Gaya in India, a city with significant religious and cultural significance. This addition would further strengthen Thai Airways’ presence in the Indian market, which is an essential part of its future growth strategy .

Hong Kong, a hub for business and tourism, will also see new services from Thai Airways. United Airlines will operate a service between Hong Kong and Bangkok starting in October 2025, with a frequency of 7 flights per week .

European and Australian Expansion
Thai Airways is further solidifying its European and Australian presence with daily flights to key cities. New connections will include cities such as Munich, Istanbul, Stockholm, Copenhagen, Oslo, Zurich, Milan, Brussels, Paris, and Perth, with all routes being served seven times per week .

For major destinations like Frankfurt, London, Melbourne, and Sydney, Thai Airways will increase its flight frequency to fourteen per week, reflecting the robust demand from both business and leisure travelers .

Domestic Routes
On the domestic front, Thai Airways continues to serve a comprehensive network of routes. These include popular destinations such as Chiang Mai, Chiang Rai, Khon Kaen, Udon Thani, Ubon Ratchathani, Krabi, Phuket, and Hat Yai, with daily flights and frequencies ranging from 14 to 56 flights per week . This extensive domestic coverage ensures that Thai Airways remains a key player in connecting Thailand’s regions with its capital, Bangkok.

Fleet Expansion with Airbus A321neo

To accommodate the growing demand for regional travel, Thai Airways is also enhancing its fleet. Starting in 2026, the airline will introduce the Airbus A321neo aircraft into its fleet, a move aimed at expanding its regional network. This new aircraft is designed to improve fuel efficiency, reduce emissions, and offer greater passenger comfort. The addition of the A321neo will support Thai Airways’ expanded routes, especially those that serve shorter and medium-haul destinations .

Premium Economy Plus: A New Era in Comfort

Thai Airways is also debuting a revolutionary product in 2026 that will change the game for premium travelers. The airline will introduce Premium Economy Plus, a class that offers lie-flat beds—typically only available in business class. This new class will be available on select routes starting from October 26, 2025, with initial services to Chennai, Dhaka, Hyderabad, Jakarta, and Kathmandu .

The Premium Economy Plus seats feature a unique herringbone layout that faces inward, offering both comfort and privacy. These seats were previously used on Virgin Atlantic’s Airbus A330-300s, making them a cutting-edge upgrade for Thai Airways passengers . This move positions Thai Airways as the first major airline to offer lie-flat seats in its premium economy cabin, setting a new standard in long-haul travel.

Strategic Focus and Future Outlook

Thai Airways’ expansion plans for 2026 reflect its ambition to cater to a global customer base, from business professionals to vacationing families. With an emphasis on increasing flight frequencies and opening up new destinations, the airline is setting itself up for long-term success. By introducing new aircraft like the Airbus A321neo and offering innovative services like Premium Economy Plus, Thai Airways is ensuring that it stays competitive in an increasingly crowded airline market.

As the airline continues to grow, passengers can look forward to more choices, better connectivity, and enhanced in-flight experiences. For those planning to fly with Thai Airways in 2026, these new offerings promise to deliver comfort, convenience, and a truly world-class travel experience.

For more information, visit the official Thai Airways website or contact their customer service for the latest updates on routes and services.

References:

1. Thai Airways Expands Network with New Routes and Increased Frequencies

2. Winter 2025/26 Flight Schedule Unveiled by Thai Airways

3. Thai Airways Boosts Routes to China and India

4. United Airlines to Serve Hong Kong-Bangkok Route

5. Thai Airways Fleet Expansion with Airbus A321neo

6. Introducing Premium Economy Plus Class with Lie-Flat Seats

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Thailand Unites with Malaysia, and Vietnam to Promote Off-Season Travel in 2026 to Combat Overcrowding and Surge Sustainable Tourism:What You Need to Know

As travel begins to rebound in 2025, Southeast Asian countries are rolling out innovative strategies to promote off-season travel. With a focus on sustainable tourism, these nations are tackling the problem of overcrowding and creating opportunities for tourists to visit during the quieter months. By encouraging travel during off-peak periods, countries like Thailand, Malaysia, and Vietnam aim to balance tourism more effectively, reduce strain on popular sites, and distribute benefits more equitably across regions.

This article delves into how Southeast Asia’s tourism sectors are responding to overcrowding, emphasizing efforts to sustain the industry while preserving the natural and cultural treasures that make the region so appealing.

Thailand’s “Love Season” Campaign

In a move to combat overcrowding during the busy tourist season, Thailand has launched the “Love Season” campaignto attract visitors during the typically quieter months of June to September. The Tourism Authority of Thailand (TAT)is working to reframe the rainy season as a time for unique and relaxing experiences. The initiative promotes destinations less affected by mass tourism, offering attractive discounts, cultural experiences, and special promotions that highlight the authentic charm of Thailand’s off-season offerings.

Thailand’s off-season strategy not only reduces pressure on over-visited spots like Bangkok and Phuket but also provides locals with the chance to experience a more peaceful and sustainable form of tourism. The “Love Season” campaign encourages travelers to visit smaller towns and remote islands that often remain overshadowed by the country’s famous attractions. Through this initiative, Thailand is fostering a more sustainable travel model that supports the local economy year-round.

For more information on Thailand’s off-season initiatives, visit the Tourism Authority of Thailand’s page on Facebook.

Malaysia’s Year-Round Tourism Strategy

Malaysia has long been a popular destination for both regional and international tourists. However, the surge in visitors during peak periods has led to overcrowding at iconic spots like Kuala Lumpur, Penang, and Langkawi. To counter this, the country has unveiled a comprehensive year-round tourism strategy, promoting travel during the off-season months. By encouraging sustainable tourism practices and eco-friendly initiatives, Malaysia aims to distribute visitors more evenly throughout the year.

One of Malaysia’s key initiatives is the Global Travel Meet 2025 in Kuala Lumpur, which focuses on fostering sustainable tourism solutions to help manage overcrowding. The event brings together travel industry experts, offering a platform to discuss the future of tourism in the region and how to achieve a more balanced flow of visitors throughout the calendar year. This strategy is already yielding results, as the nation promotes lesser-known destinations, offering discounts to travelers willing to venture outside of the typical tourist routes.

Malaysia’s tourism board is encouraging visitors to explore the less-crowded areas of the country, like the Cameron Highlands, Sarawak, and the East Coast of Malaysia, all while focusing on environmental sustainability and supporting the local community.

For more about Malaysia’s tourism initiatives and off-season travel campaigns, check out this article.

Vietnam’s Sustainable Tourism Initiatives

In line with other Southeast Asian countries, Vietnam is championing sustainable tourism as a means to promote off-season travel. The Vietnamese government, along with local authorities, is focusing on distributing tourism across different regions and encouraging travelers to visit destinations that are less frequented by tourists. Regions like Sapa, Phong Nha, and Hue are becoming focal points in the country’s efforts to encourage off-season tourism.

Vietnam’s push towards eco-friendly tourism aims to maintain its natural beauty and cultural heritage while minimizing the negative effects of tourism. As part of the push to maintain balance, local communities are being trained to offer unique experiences that showcase Vietnam’s traditional culture, handicrafts, and eco-tourism ventures. With fewer crowds and more sustainable options, visitors to Vietnam during the off-season are often rewarded with more intimate and authentic experiences.

The country is promoting destinations like the Central Highlands and Coastal regions that are typically not crowded with tourists during peak seasons. These areas are rich in culture and offer diverse landscapes for eco-tourism lovers. As a result, visitors are likely to encounter fewer tourists and enjoy more personalized travel experiences.

Vietnam’s off-season tourism efforts are designed to give back to local communities by providing economic opportunities that are not just tied to the high-season months.

To learn more about Vietnam’s efforts to promote sustainable tourism and off-season travel, check out more details on this website.

The Importance of Off-Season Travel

Off-season travel has been identified as one of the most effective solutions to managing the pressures of overcrowding in popular tourist spots. By promoting travel during the quieter months, Southeast Asian countries are balancing tourism in a way that prevents harm to natural resources and cultural sites while providing economic benefits to local communities.

This initiative is more important than ever as the world faces challenges related to over-tourism. Off-season travel helps alleviate strain on infrastructure and reduces the carbon footprint of mass tourism, making it a critical component of sustainable travel.

Travelers benefit from lower prices, fewer crowds, and a more relaxed experience while helping spread the economic impact of tourism more equitably across the year. For countries like Thailand, Malaysia, and Vietnam, this approach is central to managing tourism in a way that enhances both the visitor experience and local life.

Conclusion

The year 2025 marks a turning point in the Southeast Asian tourism sector, with countries like Thailand, Malaysia, and Vietnam taking proactive steps to combat the negative effects of overcrowding. By promoting off-season travel, these nations are leading the way in creating a more sustainable, balanced, and rewarding tourism experience. The off-season initiatives not only reduce pressure on popular attractions but also help boost the local economies year-round while protecting the rich cultural and natural heritage of the region.

Travelers looking to experience the best of Southeast Asia without the crowds should consider planning their trips during the quieter months. As these countries continue to innovate, we can expect to see even more exciting opportunities for off-season travel in the years to come.

For more information on how you can contribute to sustainable travel, explore these insightful articles:

• Philippines offers Indian nationals visa-free travel to boost tourism
• 10 million tourists picked this Asian paradise over Thailand in 2025
• Can Bali Ever Solve Its Overtourism Conundrum?

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Konrad Gstrein’s Appointment at Four Seasons Resort Maui at Wailea

In an exciting move for Four Seasons Resort Maui at Wailea, the luxury resort has announced the appointment of Konrad Gstrein as its new Regional Vice President and General Manager. This appointment marks a significant milestone for Gstrein, who is returning to the location where his illustrious career with Four Seasons began in 2001. His return is seen as a full-circle moment, both for him personally and for the resort, as he brings with him over two decades of leadership experience in high-end hospitality.

A Career Rooted in Hospitality Excellence

Konrad Gstrein’s journey with Four Seasons started more than two decades ago when he joined the team at Four Seasons Resort Maui at Wailea as Assistant Manager of Guest Services. His experience at the resort laid the foundation for a career that would take him through a series of prestigious leadership roles across several Four Seasons properties worldwide.

In 2012, he was promoted to Resort Manager at Maui, where he further honed his skills in overseeing the operations of luxury resorts. His career trajectory then took him to Beverly Wilshire, A Four Seasons Hotel, in Beverly Hills, where he served as Hotel Manager. This role, which he assumed in 2014, marked a pivotal moment in his career, as he navigated the challenges of managing a high-profile property.

In 2017, Gstrein took on the responsibility of General Manager at Four Seasons Toronto, one of the brand’s flagship properties, before moving to Four Seasons San Francisco in 2021. Most recently, he held the position of Regional Vice President and General Manager at Four Seasons Hotel Las Vegas, where his leadership was instrumental in guiding the property through periods of transformation and growth.

Bringing Transformational Leadership to Maui

Now returning to Maui, Konrad Gstrein brings an extensive skill set that includes guiding luxury properties through periods of change, with a focus on transformation and growth. His leadership style is built on trust, transparency, and collaboration, which has earned him respect across the hospitality industry. At Four Seasons Resort Maui at Wailea, he will focus on continuing to elevate the guest experience, all while ensuring that the warmth and authenticity of Hawaiian hospitality remain at the heart of the resort’s offering.

Gstrein’s leadership is expected to focus not just on enhancing guest services but also on ensuring that the resort continues to be a beloved destination for travelers from around the world. His deep commitment to the local community will also be a key focus, with plans to forge meaningful connections across the island of Maui, further embedding the resort within its surroundings.

The Personal Touch: Returning to the Island

Konrad Gstrein’s return to Maui is not only a professional homecoming but also a personal one. He will be joined by his husband, Jason, and their yellow Labrador, Cooper, as they return to the island that has played a significant role in shaping Gstrein’s hospitality philosophy. Gstrein’s fondness for the island is rooted in his early years with Four Seasons, and he is eager to reconnect with the local culture and environment. The island’s hiking trails, beaches, and other natural wonders will undoubtedly play a significant role in Gstrein’s personal and professional life as he reintegrates into the community.

Shaping the Future of Luxury Hospitality

As Regional Vice President and General Manager at Four Seasons Resort Maui at Wailea, Gstrein is poised to guide the resort into its next chapter of success. His extensive background in managing luxury properties, coupled with his intimate knowledge of the Four Seasons brand, will undoubtedly help him drive innovation and uphold the highest standards of service.

Gstrein’s appointment is not just about overseeing day-to-day operations but also about ensuring that the resort’s culture and essence evolve while retaining the characteristics that make it so unique. By focusing on both the guest experience and the community, Gstrein will continue to refine the offerings at Maui’s premier luxury resort. His leadership will play an essential role in ensuring that Four Seasons Resort Maui at Wailea remains one of the top choices for luxury travelers in the region.

Connecting with the Local Community

One of Gstrein’s key priorities will be fostering stronger relationships within the local community. The resort has long been a cornerstone of the island’s tourism industry, and Gstrein’s leadership will focus on deepening its roots. His approach emphasizes mutual respect and collaboration, ensuring that Four Seasons Resort Maui at Wailea is not just a place for visitors but an integral part of the island’s fabric.

This connection with the local community is essential to Gstrein’s leadership philosophy, which is centered around creating authentic experiences for guests while also giving back to the people and culture of Maui. As the resort continues to evolve, Gstrein’s efforts will contribute to ensuring that the resort remains a destination that visitors and locals alike can enjoy and appreciate.

Embracing the Future of Luxury Travel

Four Seasons Resort Maui at Wailea is recognized globally for its exceptional service, stunning location, and luxurious amenities. With Konrad Gstrein returning to lead the property, the resort is set to continue its legacy of excellence in hospitality. Under his guidance, the resort will not only uphold the highest standards of luxury but also continue to innovate and adapt to the ever-changing demands of the hospitality industry.

Gstrein’s comprehensive experience in transforming luxury hotels and resorts, coupled with his dedication to authenticity and community engagement, will ensure that Four Seasons Resort Maui at Wailea remains at the forefront of the global luxury hospitality sector. His return marks a new era for the resort, one that promises continued success and growth.

Conclusion

Konrad Gstrein’s appointment as Regional Vice President and General Manager at Four Seasons Resort Maui at Wailea is a significant development for the luxury hospitality brand. With over two decades of leadership experience across prestigious Four Seasons properties, Gstrein’s return to Maui represents both a professional and personal milestone. His leadership will play a key role in further enhancing the resort’s guest experience while preserving the authenticity and warmth that make it a beloved destination. Gstrein’s deep ties to the island, along with his commitment to fostering community connections, will ensure that the resort remains an integral part of Maui’s hospitality landscape for years to come.

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Pablo Molinari Appointed General Manager at Four Seasons Resort and Residences Puerto Rico

Four Seasons has announced the appointment of Pablo Molinari as the new General Manager of the highly anticipated Four Seasons Resort and Residences Puerto Rico in Rio Grande. This new luxury resort, set to open on November 20, 2025, is situated in an exquisite 483-acre nature reserve along the picturesque Bahia Beach. Surrounded by lush rainforest, waterfalls, and natural pools, the resort will offer an unparalleled experience to guests and residents alike.

A Leader with Global Hospitality Expertise

With nearly 30 years of experience in the international hospitality industry, Pablo Molinari brings a wealth of knowledge and leadership to his new role. His career has been marked by a commitment to creating personalized and culturally immersive guest experiences. Having worked in various operational and leadership positions, Molinari has developed a deep understanding of how to craft exceptional guest services that resonate across diverse cultures and environments.

Molinari’s hospitality journey began in Buenos Aires, where he started in the front office of the Park Hyatt. This property later became the Four Seasons Hotel Buenos Aires in 2001. His time in Buenos Aires laid the foundation for his long career with Four Seasons, where he eventually returned in 2021 as Hotel Manager at the renowned Four Seasons Hotel New York Downtown. This experience, paired with his years spent in different countries, has shaped his ability to adapt and lead within the luxury hotel sector.

Cultural Connections and Personal Inspirations

Molinari’s decision to join Four Seasons Resort and Residences Puerto Rico is deeply influenced by his personal connection to the island. Having lived in multiple countries and cities across two continents, Molinari feels a sense of belonging in Puerto Rico. His upbringing in Argentina, with its Spanish heritage, resonates with the cultural richness of Puerto Rico, which he finds both inspiring and familiar. This connection to the island’s culture and contrasts will guide his leadership and influence the resort’s approach to guest experiences.

As General Manager, Molinari is set to further enhance the resort’s offerings, drawing on his expertise in creating environments that blend luxury and authentic cultural experiences. His leadership will be crucial in shaping the resort into a destination where guests can truly connect with the vibrant culture of Puerto Rico while enjoying world-class amenities and services.

An Exclusive and Nature-Inspired Luxury Destination

The Four Seasons Resort and Residences Puerto Rico will be nestled on a two-mile stretch of beach on the northeastern coast of the island, offering a serene, secluded environment for guests. Set within the protected Bahia Beach area, the resort is part of a nature reserve surrounded by dense tropical rainforest. Guests will have access to miles of walking trails, pristine waterfalls, and natural pools, making the resort not only a luxurious retreat but also an immersive experience into the island’s natural beauty.

The resort will also feature numerous amenities designed to enhance the guest experience, including a Silver Signature Sanctuary by Audubon International, an 18-hole golf course designed by Robert Trent Jones Jr., and a racquet center. Guests will be able to enjoy diverse dining options, relax at the boathouse recreation center, and explore the resort’s bird sanctuary, ensuring that there is something for everyone.

Molinari’s leadership will play a pivotal role in ensuring that the resort provides a seamless luxury experience, from its spectacular setting to its exceptional services. His experience in both operational and guest-facing roles will help create a personalized, high-end environment that attracts both guests and long-term residents.

Commitment to Excellence in Hospitality

Molinari’s appointment at Four Seasons Resort and Residences Puerto Rico reflects the brand’s ongoing commitment to delivering the highest standards of service and hospitality. His extensive experience within Four Seasons and his global perspective will be invaluable in overseeing the resort’s operations and shaping its future.

The luxury resort will not only be a place for relaxation and indulgence but also a destination for those seeking a culturally rich experience in the heart of the Caribbean. The blend of natural beauty, cultural immersion, and high-end amenities is a hallmark of Four Seasons properties, and Molinari’s leadership will ensure that the resort remains a top-tier choice for discerning travelers.

The Role of Sales & Marketing in Shaping the Resort’s Future

As General Manager, Molinari will also oversee the strategic direction of the resort’s sales and marketing initiatives. His role will involve shaping the resort’s image, ensuring it aligns with the prestigious Four Seasons brand while also highlighting the unique cultural and natural offerings of Puerto Rico. This will include developing and implementing marketing strategies that promote the resort as both a luxury destination and a place that offers an authentic connection to the island’s rich heritage.

Molinari’s experience in sales and operations will be integral in positioning Four Seasons Resort and Residences Puerto Rico as the premier luxury destination in the region. His ability to drive brand recognition and establish strategic partnerships will help establish the resort’s reputation long before its opening.

Four Seasons’ Expanding Presence in the Caribbean

The appointment of Molinari follows a series of key developments within Four Seasons Hotels and Resorts, further reinforcing the brand’s commitment to expanding its global portfolio of luxury resorts. The opening of the Four Seasons Resort and Residences Puerto Rico will contribute to the company’s ongoing success in the Caribbean, where the brand has consistently been associated with excellence and refined luxury.

Additionally, the resort’s location within Bahia Beach is an ideal setting to attract both international travelers and those from the local community. The expansive, nature-filled environment of the property makes it an attractive destination for both relaxation and outdoor activities, offering something for everyone.

Other Notable Appointments at Four Seasons

In addition to Molinari’s appointment, several other leadership changes have been made within Four Seasons Hotels & Resorts. Recently, Konrad Gstrein was appointed Regional Vice President and General Manager at Four Seasons Resort Maui at Wailea, further strengthening the leadership team within the company. Other notable appointments include Marlon Rojas, who became the Hotel Manager at Four Seasons Hotel Washington, DC, showcasing the company’s ongoing efforts to reinforce its leadership team globally.

Conclusion

The appointment of Pablo Molinari as General Manager at Four Seasons Resort and Residences Puerto Rico marks an exciting new chapter for both the resort and the brand. His vast experience, combined with his personal connection to Puerto Rico, ensures that the resort will deliver a truly unique and culturally immersive luxury experience. As the resort prepares to open its doors in November 2025, it is set to become a premier destination for guests seeking an exclusive, nature-inspired retreat in the Caribbean.

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Ahmed Kamha Appointed Director of Sales & Marketing at The Chedi Al Bait, Sharjah

The luxury resort The Chedi Al Bait, nestled in the heart of Sharjah, is thrilled to announce the appointment of Ahmed Kamha as its new Director of Sales & Marketing. With nearly two decades of experience in the hospitality industry, particularly in the UAE and the wider GCC region, Kamha is poised to bring a wealth of expertise to the role. His appointment is expected to play a key role in enhancing the resort’s commercial strategy and solidifying its standing as Sharjah’s premier cultural retreat.

Extensive Expertise in Luxury Hospitality

Ahmed Kamha’s professional journey in the luxury hospitality sector spans nearly 20 years, during which he has held senior roles with some of the most respected global hotel brands. His experience encompasses working with renowned names such as Marriott Hotels, Jumeirah Hotels, Oberoi Hotels, and Hilton Hotels, where he played an instrumental role in driving revenue growth and enhancing brand positioning across various markets.

In his new role at The Chedi Al Bait, Kamha is expected to utilize his strategic sales expertise to elevate the resort’s visibility and presence within Sharjah’s competitive luxury hospitality market. His focus will be on implementing key commercial initiatives that will enhance the guest experience while reinforcing The Chedi Al Bait’s reputation as a luxury destination blending culture and modernity.

A Unique and Cultural Heritage Destination

The Chedi Al Bait, part of the prestigious portfolio of Chedi Hospitality, stands as a striking example of heritage preservation combined with luxury hospitality. Located in the Heart of Sharjah, which is known for its ambitious historical preservation project, the resort is a sanctuary that offers a seamless blend of traditional Emirati craftsmanship and modern design.

The resort itself is housed within a collection of 65 meticulously restored heritage homes, each reflecting a unique chapter of Sharjah’s rich history. These seven heritage houses offer guests an immersive experience into the cultural fabric of the emirate, while ensuring that modern luxury and comfort are never compromised.

This dedication to preserving the past while embracing contemporary hospitality makes The Chedi Al Bait not only a luxurious destination but also a place of historical significance. Kamha’s appointment will help ensure that the resort continues to deliver a world-class experience that celebrates Sharjah’s heritage while meeting the expectations of today’s luxury travelers.

The Role of Sales & Marketing in Elevating the Resort

As Director of Sales & Marketing, Kamha’s primary responsibility will be to oversee the resort’s commercial strategy. His role will involve leading key initiatives aimed at elevating the property’s brand positioning and increasing its visibility within Sharjah and the broader UAE market. He will also focus on fostering strategic relationships with clients and partners, while creating targeted campaigns that resonate with the resort’s luxury clientele.

The goal of Kamha’s leadership in this role is to reinforce The Chedi Al Bait’s identity as a cultural retreat, ensuring that it stands out as one of Sharjah’s most exceptional and highly regarded destinations. His deep knowledge of the hospitality sector and his proven ability to drive sales will be critical in achieving these objectives.

Contributions to the Hospitality Sector

Throughout his career, Ahmed Kamha has made significant contributions to the hospitality industry, particularly in the realm of sales and marketing. His ability to adapt to changing market dynamics and develop innovative strategies has earned him a reputation as a leader in the field. Kamha’s experience in luxury hospitality and his strategic approach to market development will be key assets as The Chedi Al Bait seeks to expand its influence within the competitive UAE hospitality market.

Kamha’s expertise will also be instrumental in maintaining and enhancing the resort’s brand presence, ensuring that The Chedi Al Bait remains a preferred destination for guests seeking a blend of history, culture, and modern luxury.

A Cultural Sanctuary in the Heart of Sharjah

The Chedi Al Bait is a true embodiment of Sharjah’s cultural heritage. As the emirate’s most ambitious historical preservation project, it provides an exceptional setting for both local and international guests to immerse themselves in the rich traditions of the UAE while enjoying modern luxuries. The resort’s unique concept, which combines heritage homes with contemporary hotel amenities, provides guests with a truly authentic experience of Emirati culture.

Each of the seven heritage houses within the resort reflects a different chapter of Sharjah’s history, making The Chedi Al Bait an ideal place for those seeking to experience the emirate’s past while enjoying the comforts of a luxury resort. Under Kamha’s leadership, The Chedi Al Bait is poised to further elevate its position as a top-tier cultural and luxury destination.

Chedi Hospitality’s Dedication to Excellence

Chedi Hospitality, known for its legacy of excellence, continues to manage The Chedi Al Bait with an unwavering commitment to providing guests with an unparalleled experience. This commitment to timeless elegance and cultural richness is at the heart of the resort’s identity.

Through the guidance of Chedi Hospitality and Kamha’s strategic leadership, The Chedi Al Bait will continue to preserve the heritage of Sharjah while offering guests an extraordinary experience that blends contemporary comfort with cultural authenticity.

Other Key Appointments at Chedi Hospitality

The announcement of Kamha’s appointment follows a series of notable leadership changes within Chedi Hospitality. Mahmoud Sakr was appointed General Manager at The Chedi Muscat, and Karim Bizid was named Chief Operating Officer (COO) of the company. Additionally, Stephan Schupbach assumed the role of Chief Executive Officer (CEO), further strengthening the leadership team within the organization.

These appointments reflect Chedi Hospitality’s commitment to enhancing its leadership and ensuring that its properties continue to offer exceptional service and experiences for its guests.

Conclusion

The appointment of Ahmed Kamha as Director of Sales & Marketing at The Chedi Al Bait represents an exciting development for both the resort and Chedi Hospitality. With his extensive experience in the luxury hospitality sector, Kamha is set to drive key initiatives that will elevate the resort’s visibility and brand positioning. His leadership will play a crucial role in ensuring that The Chedi Al Bait continues to stand as one of Sharjah’s most distinguished cultural retreats, offering guests a blend of heritage, luxury, and modern sophistication.

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