Visa, the global titan of digital payments, has launched a formidable new initiative out of Hong Kong, aiming to spark unprecedented momentum in Asia Pacific’s tourism recovery. Titled #TravelWithVisa, the multi-phased campaign is a bold and timely move to supercharge travel convenience, consumer spending, and economic prosperity across one of the world’s most dynamic regions.
Launched in Hong Kong—Asia’s ever-reliable crossroads of commerce and culture—this ongoing program brings together a powerful alliance of airlines, banks, transport providers and major merchants to deliver seamless, rewarding, and connected experiences for international travellers.
According to Visa, the Asia Pacific region clocked a stunning 26% surge in cross-border trips throughout 2024, dwarfing the global growth rate of 12%. The timing, then, couldn’t be better.
“Travel is a powerful catalyst for fostering global connections, bridging cultures, and driving economic prosperity,” said Stephen Karpin, Regional President for Asia Pacific at Visa.
“This is at the heart of our #TravelWithVisa initiative. By collaborating with a network of partners and leveraging our robust payment solutions, we are delivering exceptional value and seamless travel experiences to consumers.”
Jetting into New Horizons: Phase One Lifts Off
Visa has set its sights high for the rollout, which starts with heavyweight airline partnerships. Travellers departing from Hong Kong and Macau will enjoy premium flight benefits thanks to tie-ups with five global carriers: Air New Zealand, All Nippon Airways (ANA), Ethiopian Airlines, EVA Air, and Singapore Airlines.
This isn’t just about free baggage or lounge access. It’s about reimagining the journey when you leave your front door.
Visa cardholders can expect tailored offers through various travel card programs in partnership with major banks. From boarding gates to boutique hotels, the #TravelWithVisa journey promises a consistent thread of convenience and value.
Shirley Yu, Visa’s Group General Manager for Greater China, added, “Hong Kong is the beating heart of Asia Pacific travel. As a gateway between Greater China and the world, it makes for a fitting launchpad for this initiative.”
“Through Visa’s strategic partnerships and innovative payment solutions, we are unlocking new opportunities not only in Hong Kong but across the region.”
Visa announced its strategic collaborations with five international airlines — Air New Zealand, All Nippon Airways (ANA), Ethiopian Airlines, EVA AIR, and Singapore Airlines — offering rewarding flight experiences with premium benefits. These efforts are further supported by tourism offices across Asia Pacific, including the Japan National Tourism Organisation, Macao Government Tourism Office, Singapore Tourism Board, and Taiwan Visitors Association Hong Kong Office, all contributing to the #TravelWithVisa vision.
Back row: [Left 5] Lutricia Kwok, Head of Marketing, Hong Kong and Macau, Visa; [Left 6] Shirley Yu, Group General Manager, Greater China, Visa; [Left 7] Paulina Leong, General Manager, Hong Kong and Macau, Visa
[Left 8] Ciyi Lim, Head of Cross Border Payments, Asia Pacific Visa Front row (From left to right): Vivan Ying, Head of Products and Solutions, Hong Kong and Macau, Visa Robert Pei, Head of Products, Greater China, Visa Wilson Yong, General Manager of Hong Kong, Singapore Airlines Mesay Shiferaw, Area Manager, Ethiopian Airlines Chiemi Maruyama, Executive Director, Japan National Tourism Organisation, Hong Kong Office Sherry Yu, Assistant General Manager and Representative in Hong Kong, Macao Government Tourism Office Stephen Karpin, Regional President, Asia Pacific, Visa
Brian Ng, Administrative Specialist, Taiwan Visitors Association, Hong Kong Office Justina Wong, Hong Kong PR Representative, Singapore Tourism Board Kevin Cheng, General Manager of Hong Kong Branch, EVA AIR
Hiroki Takano, General Manager of Hong Kong and Macau, All Nippon Airways (ANA) Yolanda Yu, Head of Hong Kong, Taiwan and Korea, Air New Zealand Annie Cheng, Head of Corporate Communications, Greater China, Visa
Smart Mobility and the Evolution of Travel
In the second wave of this expansive rollout, Visa will introduce its intercity smart mobility solutions—a high-tech effort to make door-to-door travel as frictionless as a tap.
Picture this: a traveller books a concert ticket in Seoul, hails a ride from their hotel with a single tap, rides a contactless metro in Tokyo, and then checks into a hotel in Bangkok—all with their Visa card. That’s the world Visa is building.
Moreover, exclusive access to marquee events, discounts from partner merchants, and VIP experiences across Asia Pacific await those who travel with Visa.
Visa’s Tap-to-Ride solution has already gained traction in significant metros like Singapore, Tokyo, Bangkok, Hong Kong, and New Zealand. This campaign gives it the fanfare it deserves.
A Proven Record of Global Engagement
Visa isn’t new to spotlight-worthy initiatives. The company has habitually aligned itself with world-class events that blend culture, sport, and global unity. From the Olympic and Paralympic Games to the Mnet Asian Music Awards, Red Bull F1 teams, and the FIFA World Cup™, Visa has consistently demonstrated its knack for staying relevant to travellers and locals alike.
That same energy flows into #TravelWithVisa, which looks set to become the most widely embraced regional campaign of its kind.
Travel by Numbers: The Rise of Asia Pacific
Asia Pacific has never been more important to the global travel story. Of the ten fastest-growing tourist destinations in 2024, seven hail from this region: Hong Kong, Japan, South Korea, Thailand, and Vietnam.
This signals a regional renaissance. Asia Pacific is no longer just catching up—it is setting the pace, and Visa is right there in the thick of it.
The Broader Picture: Tourism as an Economic Engine
The cross-border travel boom is more than an exciting trend—it’s an economic necessity.
Tourism remains one of Asia Pacific’s most resilient and job-rich sectors. Campaigns like #TravelWithVisa don’t just get people moving; they also put money into the hands of restaurateurs, guides, hotel staff, and shopkeepers.
Visa’s initiatives enable businesses— large and small—to participate in a larger tourism economy. By weaving payment convenience into everyday travel scenarios, Visa empowers merchants to benefit from returning foot traffic.
Looking Ahead: Collaboration is the Currency of Success
What makes #TravelWithVisa such a compelling prospect is its commitment to collaboration over competition.
Airlines, banks, governments, event organisers, and merchants—Visa is uniting all these players under one banner, proving that the true strength of the tourism economy lies in synergy.
The initiative has received widespread support from national tourism boards and destination marketing organisations. And if its first phase is any indication, Visa is just warming up.
As Shirley Yu aptly concluded, “This isn’t just a campaign. It’s a catalyst.”
To explore more about Visa’s travel benefits, visit: Visa Asia Pacific Travel.
By Christine Nguyen
