Wendy Wu Wins 'Transforming Travel Award' at IWTA Awards in Thailand

Wendy Wu, founder of specialist touring operator Wendy Wu Tours, has been named winner of The Transforming Travel Award at the Inspiring Women in Travel Asia (IWTA) Awards 2026, held 14 October 2026 at the Conrad Bangkok in Thailand.

The international accolade recognises exceptional leadership in driving meaningful business transformation, celebrating women whose vision, innovation and determination have made a lasting impact on the organisations they lead and the people around them.

For Ms Wu, the award marks another milestone in an extraordinary entrepreneurial journey that began in 1994, when she personally escorted her first group of 28 travellers to China.

More than three decades later, Wendy Wu Tours has grown into an internationally recognised specialist touring company, taking travellers to some of the world's most remarkable destinations and helping to open regions and experiences that were once considered beyond the reach of many holidaymakers.

Throughout that journey, Ms Wu has remained a driving force behind the company's evolution, challenging traditional approaches to escorted touring, championing authentic cultural experiences, and continually pushing the boundaries of what specialist travel can offer.

Her leadership has helped establish Wendy Wu Tours as one of the industry's most recognisable specialist touring brands, while her entrepreneurial determination and personal passion for travel continue to inspire colleagues, travel agents and the next generation of women entering the sector.

Commenting on the award, Wendy Wu said: "To receive this recognition, particularly in Asia, where so much of my journey began, is incredibly special. When I started Wendy Wu Tours, I simply wanted to share the extraordinary places, cultures and people that had inspired me. I never imagined where that passion would take us.

"Travel has the power to change the way we see the world, and that belief has driven everything we've done. I'm enormously proud of what we've achieved, but none of it would have been possible without the remarkable people who have shared that vision along the way — our teams, our travel agent partners and, of course, the customers who have trusted us with their adventures.

"I hope this recognition also inspires other women with big ideas and the determination to pursue them. Never underestimate what can begin with a single idea and the courage to make it happen."

The Inspiring Women in Travel Asia Awards celebrate outstanding female leadership, innovation, and achievement across the travel industry, recognising individuals helping to shape its future.