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High-end resorts along the Andaman coast and landmark properties in Bangkok have introduced significant discounts, extended stay packages and exclusive local offers to offset a slowdown in foreign arrivals. Industry executives describe a shift in booking patterns, with cancellations rising in key long-haul markets and advance reservations thinning compared with earlier projections.

Tourism has long been central to Thailand’s economic model, contributing a substantial share of gross domestic product and supporting millions of jobs. The luxury segment, in particular, relies heavily on affluent visitors from Europe, the Middle East, China and North America, many of whom plan trips months in advance. Heightened regional tensions and broader global uncertainties have altered those patterns, prompting travellers to reconsider long-haul leisure plans.

Hotel operators report that destinations such as Phuket, Krabi and Koh Samui—traditionally magnets for premium travellers—have experienced a noticeable drop in occupancy rates at the top end of the market. In Bangkok, riverside hotels and internationally branded properties are also seeing softer demand from overseas guests, especially in the high-spending segments that underpin profitability.

To cushion the impact, hotels have rolled out targeted campaigns aimed at residents and expatriates. Weekend staycation deals, dining credits, spa packages and family-oriented promotions have become more prominent. Some properties are offering discounts of 20 to 40 per cent compared with standard peak-season rates, while others are bundling experiences to maintain revenue per guest despite lower room prices.

Industry analysts say the strategy reflects both necessity and opportunity. While domestic travellers typically spend less than international tourists, their presence can help maintain occupancy levels, keep staff employed and sustain ancillary revenue streams such as food and beverage services. Hotels are also leveraging loyalty programmes and partnerships with local banks and airlines to attract repeat customers.

Executives within major hospitality groups indicate that flexibility has become essential. Pricing is being adjusted more frequently in response to shifting demand signals, and marketing efforts are increasingly focused on short-haul markets that may be less sensitive to geopolitical developments. Regional travellers from Southeast Asia and parts of South Asia are being courted alongside domestic guests.

The slowdown in foreign arrivals is not uniform across all markets. Some segments, including travellers from neighbouring countries, continue to show resilience, though not enough to fully offset declines from traditional long-haul sources. Chinese outbound tourism, a key driver before the pandemic, remains uneven, adding another layer of uncertainty for hotel operators.

Government agencies have sought to reassure visitors by emphasising safety measures and the country’s established tourism infrastructure. Promotional campaigns highlighting cultural attractions, wellness tourism and culinary experiences are being amplified to sustain Thailand’s global appeal. However, industry participants acknowledge that external factors—particularly geopolitical tensions—are largely beyond their control.

Airline capacity and flight connectivity also play a critical role. Any reduction in routes or frequency can quickly translate into fewer arrivals, affecting hotel bookings across the spectrum. Conversely, competitive airfares and improved connectivity could help stimulate demand once conditions stabilise.

Luxury hotel operators are also reassessing cost structures to preserve margins. Energy efficiency initiatives, staffing adjustments and renegotiation of supplier contracts are among the measures being implemented. At the same time, there is caution against excessive discounting that could dilute brand positioning in the long term.

Tourism experts note that Thailand has demonstrated resilience in past crises, including political unrest, natural disasters and global health emergencies. Recovery patterns have often been swift once external conditions improve, supported by strong brand recognition and diversified tourism offerings.

The current environment, however, underscores the vulnerability of high-end hospitality to global shocks. Dependence on international travellers exposes the sector to sudden demand fluctuations, prompting calls for a more balanced mix of domestic and regional tourism.

Hotel groups are increasingly investing in digital marketing and data analytics to better understand changing consumer behaviour. Personalised offers, dynamic pricing models and targeted advertising campaigns are being used to capture demand in a more competitive landscape.

Small and medium-sized enterprises (SMEs), which form the backbone of most economies, are particularly vulnerable. The WEF’s 2024 Global Cybersecurity Outlook[2]highlights that limited access to cyber services, tools and skilled talent continues to hinder smaller organisations from achieving even baseline resilience, an increasingly urgent concern in today’s highly interconnected digital ecosystem. As a result, SMEs are often more exposed to common risks such as accidental data leaks and unpatched vulnerabilities in the software and open‑source components used to build modern digital applications.

To help address these challenges, three homegrown companies from Singapore, AgileMark, Scantist and StrongKeep are pioneering technologies that make cybersecurity more accessible and effective for businesses, including SMEs without dedicated security teams. Their solutions focus on strengthening data loss protection and mitigating risks from human behaviours like screen photography and unsafe network use, uncovering hidden vulnerabilities in software systems, and simplifying the adoption of essential security measures through easy-to-deploy platforms.

These companies are supported by the S$20 million CyberSG Talent, Innovation and Growth Collaboration Centre (TIG Centre), a joint initiative between the National University of Singapore (NUS) and the Cyber Security Agency of Singapore (CSA). The TIG Centre works closely with cybersecurity companies and start-ups to co-develop solutions that help organisations stay ahead of emerging threats while enabling the safe and confident adoption of new technologies.

“Many businesses today, especially SMEs, face escalating cyber risks but often lack the resources to protect themselves effectively. In Singapore, online scams and ransomware attacks continue to be key concerns. At the same time, advances in AI are transforming both cyber threats and cybersecurity and rapidly expanding the attack surface of enterprises. Through the CyberSG Talent, Innovation and Growth Collaboration Centre, we support innovators developing practical solutions to address these challenges, and bring Singapore’s most promising cybersecurity start-ups to the global stage at the RSAC 2026 Conference,” said Mr Willis Lim, Executive Director, TIG Centre.

AgileMark: Preventing data leaks caused by everyday human actions

Many data exposure incidents stem not from sophisticated cyberattacks, but from routine behaviours such as photographing screens, copying sensitive documents or working in unsecured environments.

AgileMark mitigates this risk by introducing visible, dynamic watermarks on corporate screens. These act as behavioural cues to deter unauthorised capture, reinforce employee awareness of data sensitivity, and enable traceability if leaks occur. Designed with a human-first approach, it addresses the reality many SMEs face: limited time, resources and expertise to manage complex tools. By focusing on user behaviour rather than adding new systems, it reduces risk without increasing operational burden. Today, AgileMark protects over 300,000 devices globally, reducing investigation time from weeks to hours and enabling faster response to potential data breaches.

Scantist: Finding security flaws in software before hackers do

As organisations accelerate software development, greater reliance on open-source components and third-party dependencies has increased exposure to supply chain risks and hard-to-detect vulnerabilities.

Scantist provides an AI-powered application security platform that helps organisations manage open-source, software supply chain and AI-related risks across the development lifecycle, from code to deployment. Complementing its defensive capabilities, Scantist also offers an autonomous, agentic penetration testing solution that simulates attacker behaviour, enabling more frequent testing and reducing assessment timelines from days to hours. For SMEs in particular, Scantist makes advanced security testing and risk management more accessible without requiring large in-house security teams, helping businesses strengthen resilience and keep pace with evolving threats in a cost-effective, scalable manner.

StrongKeep: Making cybersecurity simpler and more affordable for SMEs

Many SMEs face barriers to adopting cybersecurity tools due to cost, complexity and the need for specialised expertise.

StrongKeep addresses this challenge with an all-in-one cybersecurity platform tailored for SMEs. The platform integrates essential protections such as device security, website filtering, phishing awareness training and password management into a single, easy-to-use system. Organisations can deploy the platform and begin protecting their systems in under 60 minutes, even without dedicated cybersecurity staff. With subscriptions starting from S$39 per month, the solution enables SMEs to achieve comprehensive protection and compliance up to 10 times faster than traditional approaches.

Showcasing Singapore’s cybersecurity solutions at the RSAC Conference 2026

AgileMark, Scantist and StrongKeep are among eight TIG Centre-supported companies that will showcase their solutions at Singapore’s national pavilion at the RSAC 2026 Conference, held from 23 to 26 March 2026 at the Moscone Center in San Francisco, United States.

Organised by the TIG Centre and SGTech, the leading trade association for Singapore’s tech industry, the Singapore Pavilion underscores Singapore’s role as a cybersecurity innovation hub and a strategic gateway to Asia’s rapidly expanding digital economy.

Hashtag: #cybersecurity #singaporecybersme #CybersgTIG #nusenterprise #NUS

https://www.rsa.cybersg.sg/
https://www.linkedin.com/company/cybersg-tig-collaboration-centre/

The issuer is solely responsible for the content of this announcement.

National University of Singapore (NUS)

The National University of Singapore (NUS) is Singapore’s flagship university, which offers a global approach to education, research and entrepreneurship, with a focus on Asian perspectives and expertise. We have 16 colleges, faculties and schools across three campuses in Singapore, with more than 40,000 students from 100 countries enriching our vibrant and diverse campus community. We have also established more than 20 NUS Overseas Colleges entrepreneurial hubs around the world.

Our multidisciplinary and real-world approach to education, research and entrepreneurship enables us to work closely with industry, governments and academia to address crucial and complex issues relevant to Asia and the world. Researchers in our faculties, research centres of excellence, corporate labs and more than 30 university-level research institutes focus on themes that include energy; environmental and urban sustainability; treatment and prevention of diseases; active ageing; advanced materials; risk management and resilience of financial systems; Asian studies; and Smart Nation capabilities such as artificial intelligence, data science, operations research and cybersecurity.

For more information on NUS, please visit nus.edu.sg.

NUS Enterprise

At NUS Enterprise, the entrepreneurial heart of the National University of Singapore (NUS), we advance the University as a global magnet for talent and an engine for impactful innovation. We seed ideas, spark innovation, and scale ventures through our distinctive 360° framework, integrating education, ecosystem support, and world-class venture building and investment.

This creates a self-reinforcing cycle powering both educational and entrepreneurial outcomes across industries and communities. Since 2001, NUS Enterprise has nurtured 10 unicorns, over 3,000 start-ups, and 4,300 students. Our ambition: to improve the lives of 1 billion people by 2035.

For more information on NUS Enterprise, please visit enterprise.nus.edu.sg.

The CyberSG Talent, Innovation and Growth Collaboration Centre

The CyberSG Talent, Innovation and Growth Collaboration Centre, established by the Cyber Security Agency of Singapore (CSA) in partnership with the National University of Singapore (NUS), will play a key role in achieving a comprehensive approach to ecosystem development which consolidates and enhances CSA’s existing talent and innovation initiatives. The Centre will enable synergies between cybersecurity talent, innovation and growth industry, by serving as a national node to integrate and create relevant programmes for industry and talent development. It will help build a vibrant cybersecurity ecosystem by bring together industry, academia, individual and government stakeholders to leverage the opportunities posed by digitalisation.

Speaking during engagements in China, Cook highlighted the “extraordinary” role of local developers in Apple’s ecosystem and emphasised the company’s long-standing collaboration with suppliers and technology partners across the country. The remarks came at a time when Beijing has intensified oversight of foreign technology firms and promoted domestic alternatives, raising questions about the operating environment for global companies.

China remains central to Apple’s business, both as a manufacturing hub and as one of its largest consumer markets. A substantial share of the company’s iPhones, iPads and Mac computers are assembled through an intricate network of suppliers led by firms such as Foxconn and Pegatron. At the same time, the country contributes a significant portion of Apple’s revenue, with urban consumers forming a key segment for premium smartphone sales.

Cook’s comments appeared calibrated to reinforce Apple’s commitment to China while avoiding direct reference to the regulatory challenges. Officials in Beijing have tightened rules governing data security, app distribution and foreign technology usage within state-affiliated institutions. These measures have created uncertainty for international companies, particularly those reliant on digital services and hardware integration.

Apple has faced periodic restrictions affecting its ecosystem, including limitations on certain apps and services. Reports of curbs on iPhone use in government-linked workplaces have added to concerns about demand stability, although the company has not publicly confirmed the extent of such measures. Analysts note that even incremental policy shifts can have a disproportionate impact given Apple’s scale in the market.

Cook’s outreach to developers underscores another strategic priority. China hosts one of the largest communities of iOS app creators, contributing to the global App Store economy. By highlighting their role, Apple is reinforcing the narrative that its platform supports local innovation and entrepreneurship, a message aligned with Beijing’s broader push for technological self-reliance.

At the same time, Apple has been diversifying parts of its supply chain beyond China, expanding production in countries such as India and Vietnam. This shift reflects lessons drawn from pandemic-related disruptions and escalating trade tensions between Washington and Beijing. However, industry experts caution that replicating China’s manufacturing ecosystem elsewhere remains a complex and long-term undertaking, given its scale, skilled workforce and logistics infrastructure.

Market dynamics within China are also evolving rapidly. Domestic smartphone brands, including Huawei, Xiaomi and Oppo, have intensified competition, particularly in the high-end segment where Apple has traditionally maintained strong margins. Huawei’s resurgence, supported by advances in semiconductor capability despite earlier sanctions, has altered the competitive landscape and placed additional pressure on foreign players.

Cook’s remarks can be seen as part of a broader effort to sustain goodwill with Chinese authorities and stakeholders while navigating these shifts. Maintaining strong relationships with local partners is essential not only for production continuity but also for regulatory compliance and market access.

Investors are closely monitoring Apple’s positioning in China, viewing it as a bellwether for broader trends affecting multinational technology firms. Any prolonged slowdown in demand or disruption in supply chains could have implications for global revenue and earnings forecasts. At the same time, Apple’s brand strength and ecosystem integration continue to provide a degree of resilience, particularly among affluent consumers.

Government policy remains a critical variable. Beijing has signalled support for domestic technology champions while also seeking to attract foreign investment, creating a dual-track approach that can be difficult for companies to interpret. For Apple, balancing these competing dynamics requires careful messaging and operational flexibility.

SIM Academy (SIMA), the professional development arm of the Singapore Institute of Management, offers programmes that support several capability areas highlighted in Singapore’s workforce insights. According to SkillsFuture Singapore’s Skills Demand for the Future Economy report, emerging demand is being shaped by growth in the digital, green and care economies, alongside transferable capabilities such as business management and data-related skills. These trends reflect the increasing importance of capabilities such as data and artificial intelligence literacy, cyber resilience awareness, sustainability and ESG knowledge, project management and delivery, as well as risk management and strategic planning. SIMA’s professional development programmes are designed to help working professionals build competencies in these areas as organisations adapt to technological change and sustainability priorities.

Global labour market analysis supports this shift. The World Economic Forum Future of Jobs Report identifies AI and big data, networks and cybersecurity, and technological literacy among the fastest growing skills worldwide as organisations adopt digital technologies and automation.

In Singapore, workforce insights from SkillsFuture Singapore SSG and Workforce Singapore WSG highlight growing demand for skills aligned with the digital, green and care economies, alongside transferable competencies such as project management, risk assessment and digital tool proficiency.

Among the emerging capabilities, data and AI literacy is becoming increasingly important across industries as organisations adopt data driven decision making and artificial intelligence enabled tools. According to the World Economic Forum Future of Jobs Report, AI and big data are among the fastest growing skill areas globally as companies accelerate digital transformation. In Singapore, organisations including small and medium sized enterprises are also exploring practical ways to adopt AI in their operations. To support this need, SIM Academy offers programmes focused on digital innovation and emerging technologies. These include AI.dea: An AI Bridge Programme, developed in collaboration with Singtel, that helps SMEs develop actionable AI adoption strategies and prepare for scalable AI implementation.

Another skill gaining prominence is cybersecurity, which increasingly affects organisations of all sizes and sectors. In Singapore, the growing importance of cybersecurity skills is reflected in national workforce and digital economy priorities. SIM Academy supports capability building in this area through selected programmes for different audiences. These include Cyber Resilience programmes for corporate learners, as well as cybersecurity training offered under the SkillsFuture Career Transition Programme SCTP. Together, these programmes support workforce development in cybersecurity and organisational resilience in an increasingly digital operating environment.

Singapore’s sustainability agenda is also shaping workforce needs. With the government advancing initiatives under the Singapore Green Plan 2030, businesses are strengthening capabilities related to sustainability strategy and ESG practices. SIM Academy offers sustainability focused programmes such as Life Cycle Assessment for Sustainability, which equips professionals with knowledge in LCA frameworks, enhance sustainability decision-making and strategic sustainability and compliance.

Organisations are also prioritising risk management and strategic planning capabilities as they navigate evolving geopolitical, technological and economic uncertainties. SIM Academy’s leadership and management programmes help professionals develop strategic thinking, systems leadership and decision making capabilities relevant to today’s complex business environment.

SIMA offers more than 300 professional development courses across areas such as management and leadership, digital innovation and sustainability. These programmes are designed to support working professionals in upgrading their skills and staying competitive in a rapidly changing economy.

References:

1. SIM Academy Professional Development – https://www.sim.edu.sg/professional-development/overview
2. SIM Academy Course Listings – https://www.sim.edu.sg/professional-development/courses/course-listing
3. Life Cycle Assessment for Sustainable Organisation – https://www.sim.edu.sg/professional-development/courses/course-listing/life-cycle-assessment-for-sustainable-organisations
4. PMP Prep Course – https://www.sim.edu.sg/professional-development/courses/course-listing/project-management-professional-pmp-l4-sfw
5. World Economic Forum Future of Jobs Report – https://www.weforum.org/publications/the-future-of-jobs-report-2025/
6. SkillsFuture Singapore Skills Demand for the Future Economy Report – https://jobsandskills.skillsfuture.gov.sg/insights/sdfe
7. Singapore Green Plan 2030 – https://www.greenplan.gov.sg/
8. SkillsFuture Singapore Green Skills Committee Report – https://www.ssg.gov.sg/newsroom/green-skills-committee-report-identifies-green-skills-and-training-pathways-needed-for-a-low-carbon-economy-/
9. Ministry of Education / SkillsFuture Singapore speech on skills demand – https://www.moe.gov.sg/news/speeches/20250122-opening-address-by-ms-gan-siow-huang-minister-of-state-ministry-of-education-for-the-launch-of-the-skills-demand-for-the-future-economy-report-2025-marina-bay-sands-expo-and-convention-centre
10. MyCareersFuture CareersCompass insights on future skills – https://content.mycareersfuture.gov.sg/futureproof-career-top-demand-skills-2025/

Hashtag: #SIMAcademy #SIMA

https://www.sim.edu.sg/

The issuer is solely responsible for the content of this announcement.

About SIM Academy

SIM Academy provides leading-edge professional development and enterprise solutions. SIM Academy offers over 300 executive and business programmes that help almost 10,000 professionals annually on average hone their competencies to drive business value and achieve peak personal and enterprise performance.

Our programmes encompass a comprehensive range of lifelong learning opportunities designed to empower professionals with the knowledge, skills, and competencies necessary to become effective change-makers and leaders in today’s volatile and uncertain business landscape.

For more information on SIM Academy, visit sim.edu.sg