AirAsia MOVE’s intra-Asean initiatives recognized at 35th ASEANTA Awards

(Middle) Maria Lourdes Japson, Country Representative of MOVE Philippines, together with Yizhen Fung, Head of Strategic Partnerships of MOVE, proudly accepted the award at the ASEANTA Excellence Awards yesterday.

AirAsia MOVE (MOVE), Asia’s Best Travel Booking App, has been awarded the Best ASEAN Marketing & Promotional Program award at the 35th ASEANTA Awards for Excellence, held in Cebu City, Philippines.

Presented by the ASEAN Tourism Association (ASEANTA), the award recognizes MOVE’s ‘Travel More for Less’ campaign, a multi-market initiative across Malaysia, Thailand, Indonesia, and the Philippines designed to promote intra-Asean travel and discovery of hidden gems in the region.

Nadia Omer, CEO of AirAsia MOVE said, “Our 'Travel More for Less' campaign was built on the belief that Asean’s true beauty lies in its undiscovered corners. With nearly 80% of travellers currently concentrated in just 10% of global destinations, our mission at MOVE is to rebalance the scales of tourism. 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.

It is a profound honour 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 campaign brought community storytelling to the forefront, uniting content creators from Asean countries in collaboration with tourism boards and hotel partners. Supported by key innovations and products such as the Asean Explorer Pass subscription, SNAP! Flight + Hotel bundles, in-app chat groups, and Discover ASEAN site to drive year round travel and build communities of travellers. 

Behind this campaign, a key strength of MOVE also lies in its strong on-the-ground presence across Asean, with dedicated teams based in Malaysia, Thailand, Indonesia, and the Philippines. These local teams collaborate closely across markets to weave meaningful Asean connectivity, ensuring campaigns are not only regionally cohesive, but also locally relevant, culturally grounded, and impactful for communities.