AirAsia MOVE has been officially recognized as a leader in regional tourism, winning the Best ASEAN Marketing & Promotional Program at the prestigious 35th ASEANTA Awards for Excellence.
The award, presented by the ASEAN Tourism Association (ASEANTA), celebrates the success of MOVE’s ‘Travel More for Less’ campaign. This multi-market initiative, spanning Malaysia, Thailand, Indonesia, and the Philippines, was designed to drive intra-ASEAN travel and shine a spotlight on the region’s “hidden gems.”
The campaign addressed a critical imbalance in global travel trends. According to AirAsia MOVE, nearly 80% of travelers are currently concentrated in just 10% of destinations.
Nadia Omer, CEO of AirAsia MOVE, shared her vision during the ceremony: “Our ‘Travel More for Less’ campaign was built on the belief that ASEAN’s true beauty lies in its undiscovered corners. By shifting the focus to hidden gems, we are not just changing how people travel; we are supporting local communities and enabling more people to discover ASEAN on a deeper level.”
Omer added, “It is a profound honor to be recognized by ASEANTA at our home base, as we continue to build a digital travel ecosystem that belongs to, and serves, the people of ASEAN and beyond.”
The winning campaign moved beyond traditional advertising by placing community storytelling at its core. AirAsia MOVE collaborated with local content creators, regional tourism boards, and hotel partners to create a cohesive travel narrative.
The campaign’s success was bolstered by several key product innovations within the MOVE app:
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ASEAN Explorer Pass: A subscription model designed to encourage frequent regional travel.
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SNAP!: Integrated Flight + Hotel bundles for seamless booking.
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In-App Chat Groups & Discover ASEAN: Dedicated digital spaces for travelers to share tips and build communities.
A defining factor in the campaign’s success is AirAsia MOVE’s deep-rooted presence across the region. With dedicated teams based in Malaysia, Thailand, Indonesia, and the Philippines, MOVE ensures its regional strategies are culturally grounded and locally relevant. This on-the-ground expertise allows the platform to foster meaningful connectivity while creating a tangible economic impact for local communities.
