AST Market Brief | April 2026

April 2026 marked a pivotal month for sustainable tourism in Asia, defined by policy action, landmark gatherings, and an increasingly discerning consumer base. 

The GSTC2026 Global Sustainable Tourism Conference took place in Phuket, bringing together global leaders, policymakers, and industry professionals around concrete sustainability standards. 

At the same time, Singapore introduced a levy for Sustainable Aviation Fuel (SAF), Japan moved to address overtourism by tripling its departure tax, and Booking.com's 11th annual report confirmed that certified sustainable travel has crossed the threshold from trend to expectation.