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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