EternityX, a leading marketing technology platform, unveiled new insights at the Skift Asia Forum 2026 in Bangkok, highlighting how Chinese travellers' changing behaviours are reshaping tourism strategies across Asia. The company emphasised the role of artificial intelligence (AI) and intent-driven platforms in redefining how destinations engage with travellers.
Charlene Ree, CEO and Founder of EternityX, addressed the forum, noting that the industry is witnessing a structural shift rather than a slowdown. She explained that Chinese travellers are becoming more intentional and value-driven, heavily influenced by digital platforms and AI before considering brands. "Chinese travellers haven't slowed down—they've evolved," Ree stated.
The forum also featured a breakout session led by EternityX executives, focusing on future-ready tourism. Jean Kniss Loh, Chief Marketing Officer, discussed rebuilding traveller confidence amidst ad fatigue and safety concerns, whilst Chalida Raksanaves, Business Development Director, demonstrated how integrated digital ecosystems can influence traveller sentiment.
Remy Wong, Head of Business Success, highlighted the shift towards platform-first storytelling and hyper-personalisation, using Mandai Wildlife Group as an example of effective emotional engagement. Wong cautioned against common pitfalls like overusing mega influencers and non-native content.
Key themes emerged from the discussions: Chinese travellers are more intentional, AI is reshaping decision journeys, and traditional marketing models must adapt. EternityX's insights underscore the importance of an always-on, ecosystem-driven approach to engage this growth-defining segment effectively. The company's Powering 2026 report offers further exploration of these trends and strategic implications for brands
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