25/06/2026
Superyacht Australia and Asia-Pacific Superyacht Association (APSA) are proud to announce a strategic evolution of their long-standing partnership, redirecting focus from the Mediterranean and Caribbean source markets towards promoting the Asia-Pacific region, including the South Pacific as a world-class superyacht cruising destination. For many years, Superyacht Australia has run a collaborative South Pacific marketing campaign aimed at owners, captains and brokers in the Mediterranean and Caribbean, with a strong presence at the Monaco Yacht Show (MYS) and previously the Fort Lauderdale International Boat Show (FLIBS), and more recently the Palm Beach International Boat Show. This campaign has played a significant role in raising awareness of Australia and the South Pacific among the international superyacht community and drawing more yachts into the region.
Building on this foundation, Superyacht Australia and APSA will now broaden the campaign’s scope to showcase the full breadth of the Asia-Pacific region. The expanded programme will encompass Indonesia, Malaysia, Cambodia, Sri Lanka, the Maldives, Thailand, Vietnam, Japan and the Philippines, alongside Australia and the South Pacific, positioning the region as one of the most diverse and compelling superyacht destinations in the world. Few regions on earth can offer the sheer contrast found across the Asia-Pacific, from the untouched, natural cruising grounds of Fiji, French Polynesia, Vanuatu and Indonesia to the vibrant, modern sophistication of Japan, New Zealand, Singapore, Hong Kong and Australia. This diversity allows owners and captains to design itineraries that move seamlessly between remote, authentic island cruising and world-class cosmopolitan ports, all within a single connected region.
For decades, the global superyacht fleet has largely followed a seasonal ‘milk run’, shuttling back and forth between the Mediterranean and the Caribbean. By working collaboratively as a unified Asia-Pacific region, rather than as individual destinations competing for attention, Superyacht Australia and APSA believe the industry can offer owners and captains a genuinely compelling alternative: one that encourages longer, more varied itineraries across the region rather than a single short visit. A combined regional voice is far more efficient and persuasive than any one nation marketing alone, and is key to establishing the Asia-Pacific as a serious, year-round complement to the traditional Mediterranean and Caribbean circuits. Superyacht Australia and APSA will continue to work closely together to deliver coordinated marketing activity at major international superyacht events, with further details of the expanded Asia Pacific campaign to be announced in coming months. For more information contact:
Suzy Rayment (APSA)
Email: [email protected]
David Good (AIMEX, Superyacht Australia and ACMG)
Email: [email protected]