Kiwilink Session - APAC Overview - Economic Outlook & Media Trends

Sep 11, 2026

Uploaded by Maeve

Kiwilink Session focuses on an APAC overview of category trends and the consumer journey across travel media. The session outlines macroeconomic context using IMF and economic estimates, then summarizes how ad spend expectations are shaped by travel and tourism recovery, pent-up demand, and longer stays. It highlights projected global and APAC travel GDP returns toward 2019 levels and growth in digital-skewed media advertising, supported by eMarketer, along with signals from major events and destination demand research.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages42

Reading Time15 min

AccessFree to download

Kiwilink Session

APAC Overview

Brief Look into Category Trends

Consumer Journey and Media

Media Trends within Travel Category

Q&A

Kiwilink Session 1 2 3 4 5 APAC Overview Brief Look into Category Trends Consumer Journey and Media Media Trends within Travel Category Q&A APAC Overview • Economic Outlook • Overview of Media Ad Spends Asia’s Economies Face Weakening Growth, Amid Global Pressures Source: IMF Jul 2022 | Factset Economical Estimates – based on various country statistical researches Positive expectations from Travel and Tourism industry towards global GDP… Key Highlights: • Travel and tourism's contribution to global GDP is projected to return to 2019 numbers by 2023 • Global travel and tourism GDP to grow atan average rate of 5.8% annually between 2022-2023 • 2021 picked up for APAC and gradual growth is expected • ‘Pent up Demand’ and ‘Bleisure’ is REAL • People are staying Longer and Spending more money… Positive outlook for Media Ad spending in APAC… Year on Year projected growth with Digital skewed share of spend… Digital Share of Spend % 53% 59% 61% 63% 65% 66% $367.95 67% $388.54 2019 2020 2021 2022 2023 2024 2025 billions % Change *Nett cost in US Billions APAC Markets: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam Media: Digital (desktop/laptop, mobile and other internet-connected devices), directories, magazines, newspapers, out-of-home, radio and TV Source: eMarketer 2022 Asia Pacific ad spends in 2022 is projected to build on a stronger than expected recovery Key sporting events to boost ad spends… FIFA World Cup, Indian Premier League Winter Olympics Followed by country elections in AU & IND Travel Sector to show Growth in Ad Spends followed by Automotive. Globally – Entertainment, Tech and Travel categories will be the key driving forces behind Ad spends in 2022 and onwards Emerging Category Trends DEMAND STAYS STRONG DESPITE RISING COSTS Week on week double digit growth in international travel searches… Source: Tripadvisor & Ipsos 2022 study | Expedia 2022 Study | BBC Travel trend study 2022 REBOUND FOR LONG HAUL DESTINATIONS Source: Expedia 2022 Study

FAQs

What does the APAC overview cover in the session?

It covers economic context, an overview of media ad spends, and category trends relevant to the travel sector across Asia Pacific markets.

How does the session describe travel and tourism outlook for GDP and demand?

It projects travel and tourism contributions to return to 2019 numbers by 2023, with growth expectations for global travel and tourism GDP and signals such as pent-up demand and longer stays.

What media trends and ad-spend expectations are emphasized for APAC?

The session highlights year-on-year projected growth in APAC media ad spending, with a digital skew in spend share, and notes boosts from key sporting events and country elections.

Sep 11, 2026

Uploaded by Maeve