AsBAA’s World Class Travel Forum and 5th Summer Reception in Beijing

On 17 June 2025, the Asian Business Aviation Association (AsBAA) successfully hosted the World Class Travel Forum at The Peninsula Beijing, followed by the fifth Summer Reception. Mr. Rocky Zhang, Vice Chairman of AsBAA and Chair of Mainland China Chapter, and Mr. Paul Desgrosseilliers, Vice Chairman of AsBAA, delivered welcoming speeches respectively, highlighting the association’s commitment to fostering an internationally minded industry exchange platform. The event brought together over 200 attendees from China, Japan, South Korea, Thailand, Vietnam, Singapore, Australia, and other regions, uniting elite professionals from the business aviation and high-end travel sectors. Centered on the theme "Business Aviation Forging World-Class Tourism Development", participants explored emerging trends in high-end travel, as well as the new value of cross-industry integration and collaboration.

Mr. Rocky Zhang, Vice Chairman of AsBAA and Chair of Mainland China Chapter

Mr. Paul Desgrosseilliers, Vice Chairman of AsBAA

Keynote Speech: Frontline Experiences

The keynote speeches at this year’s forum were truly exceptional, delivered by leading industry professionals with extensive frontline expertise. 

"Time is the ultimate luxury. Customized services seamlessly bridge business aviation and high-end hospitality, turning vision into reality and ensuring lasting impact." Mr. Natthapatr Sibunruang, CEO of Thailand-based business aircraft operator - MJets, highlighted the essence of premium business travel - innovation and breakthrough, sharing insights drawn from real-world experience.

“Time is the ultimate luxury. Customized services seamlessly bridge business aviation and high-end hospitality, turning vision into reality and ensuring lasting impact.” Mr. Natthapatr Sibunruang, CEO of Thailand-based business aircraft operator - MJets, highlighted the essence of premium business travel - innovation and breakthrough, sharing insights drawn from real-world experience.

Ms. Kathy Liu, Director of Customer Service Asia-Pacific for Dassault Falcon, detailed the integration of cutting-edge aviation technologies in business jets. She emphasized how these innovations elevate the quality, safety, and efficiency of high-end travel.

New Travel Destination Trends

Exploring the latest trends in high-end travel was a highlight of the forum. Industry leaders sparked lively discussions on topics such as bespoke services, emerging destination development, high-net-worth individual (HNWI) immersive experiences, and evolving luxury demands.

The session was moderated by Mr. Rocky Zhang (Vice President of Government Affairs at Textron China). Panelists spanned media, aviation, bespoke travel, and global luxury brands: Ms. Jun Dong (Editor-in-Chief, Voyage), Mr. Jason Su (Executive President, Sino Jet Beijing), Mr. Ming Guo (Co-Founder & Chairman, HH Travel) and Mr. Steven Jin (China Representative, Rovos Rail & Bushtops Camps). Together, they offered a 360° perspective on the future of high-end travel.

Panelists unanimously observed that today’s high-end travelers are extending their stays at destinations and placing greater emphasis on cultural immersion. This shift demands that bespoke business aviation and high-end travel services prioritize hyper-personalization and quality-driven experiences, where delivering spiritual value becomes paramount. In this process, business jets are no longer merely a mode of transport but now serve as a pivotal touchpoint in crafting holistic travel experiences. True luxury customization must evolve from meeting expectations to redefining them.

The panel explored the interplay between AI-driven standardization and human-centric personalization in high-end travel: Standardization provides scalability (e.g., AI for operational efficiency) while Personalization thrives on emotional connections - where technology meets humanity.

Panelists also shared their views, industry observations and suggestions on how to build China's high-end tourism destination brand and thus attract domestic and international high-net-worth customer groups. With China’s vast domestic market potential, panelists highlighted critical areas for growth: cultivation of high-end tourism talents, effective management of tourism resources and brand positioning. For international clients, they are increasingly seeking "beyond expectations" travel experiences enriched with local history and living traditions.

Panelists emphasized that even routine travel components - dining, lodging, transportation, study tours, shopping, and entertainment can be transformed into culturally resonant experiences. For instance, integrating “non-heritage” crafts into itineraries creates regularized cultural tourism programs. The fusion of business aviation’s flexibility and high-end travel’s artistry will unlock unprecedented demand by deep-diving into cultural IP (e.g., heritage crafts, rituals) and collaborating across ecosystems (aviation + hospitality + cultural custodians).

Effective Integration and Synergies

As a key focus of the forum, panelists delved into strategies for seamless integration between business aviation and bespoke travel, offering actionable insights from diverse industry perspectives. This session was moderated by Mr. Phil Balmer (Chairman of AsBAA, Director Maintenance at TAG Aviation). The panelists included representatives from business and general aviation aircraft manufacturers and business aviation FBOs: Mr. John Wang (Field Service Representative, Northeast Asia BBJ), Mr. Natthapatr Sibunruang (CEO, MJets), Mr. Martin Ma (Regional Sales Director, Textron Aviation), Ms. Lily Sim (Business Development & Sales Manager, AVJET), Mr. Keita Kajikawa (Deputy Manager of Corporate Planning Dept., Hokkaido Airports).

The panelists explored innovative applications and sustainable strategies shaping the future of business and general aviation. The discussion highlighted how private jets and low-altitude general aviation could combine to create scenic flight experiences. Participants also examined the sustainable development of regional business aviation benchmark enterprises, medical evacuations and safety insights from emergency response scenarios.

Representing China’s new generation of aviation professionals, Mr. Xi Chen, Operations Director of Jinglux General Aviation, emphasized the need to effectively integrate low-altitude economy initiatives with high-end business aviation services.

During the forum, Mr. Anouar Chetoui, Chief Representative of the Tunisian National Tourist Office in China, joined by Mr. Brendon Thomas, Commercial Officer from the U.S. Embassy in Beijing and Mr. Etienne Sum Wah, Trade Commissioner from the Canada Embassy in Beijing, collectively emphasized that international cooperation through travel serves as a powerful vehicle for cross-cultural discovery. They articulated how business aviation, as the backbone of seamless global mobility, must forge deeper connections with local cultural assets and economic development initiatives at each destination to maximize its transformative potential.

Mr. Anouar Chetoui, Chief Representative of the Tunisian National Tourist Office in China

Mr. Brendon Thomas, Commercial Officer from the U.S. Embassy in Beijing

Mr. Etienne Sum Wah, Trade Commissioner from the Canada Embassy in Beijing

"Today's insights are tomorrow's blueprints"

Held alongside the forum, this year’s AsBAA Summer Reception marked its fifth anniversary as a premier gathering for aviation, tourism, and technology leaders. The event reinforced the association’s role in fostering high-level connections that drive cross-sector innovation.

Moving forward, AsBAA will deepen its commitment to serving members by advancing regional and interdisciplinary partnerships across Asia’s business aviation ecosystem. Eric Lam, AsBAA’s Chief Operating Officer - North Asia, captured this vision in his closing remarks: "We have not only navigated the horizons of luxury travel and business aviation but charted a course for their future together. Remember - the greatest journeys connect more than cities; they connect visions. Whether you’re designing the next-gen jet or curating a safari, let’s continue co-creating extraordinary experiences."

The dual celebration underscored AsBAA’s unique position as a catalyst for transformative collaboration in the region.