ONYX Hospitality Group is deepening its cultural tourism push across Southeast Asia, inviting travellers to explore the layered heritage of Phuket, Thailand, and George Town, Penang, Malaysia. The initiative, aligned with the group's “More of What You Love” philosophy, positions its Amari and OZO brands as gateways to sacred sites, historic architecture and living traditions.
Phuket: faith, festivals and Sino-Portuguese legacy
In Phuket, the group highlights Jui Tui Shrine, a focal point of the island's annual Vegetarian Festival, where devotees gather for rituals that blend Taoist and local beliefs. Travellers can also wander Phuket Old Town, renowned for its colourful Sino-Portuguese shophouses, and visit the Phuket Thai Hua Museum, which documents the influence of Chinese immigrants on the island's economy and culture.
For a seaside base, Amari Phuket overlooks Patong Beach, offering a tranquil counterpoint to the island's bustling streets. Guests can dine at The TreePods, set among the treetops, or at La Gritta, which serves Italian cuisine with panoramic sea views.
George Town: a mosaic of faiths and heritage
Across the Strait of Malacca, George Town presents a different but equally rich cultural tapestry. The city's Street of Harmony is a testament to religious coexistence, with the Goddess of Mercy Temple, a Chinese place of worship, standing alongside mosques, churches and Hindu temples. The historic Khoo Kongsi clan house and Armenian Street, with its heritage buildings and street art, offer further insight into Penang's multicultural past.
OZO George Town Penang provides a convenient launchpad for exploring the UNESCO-listed city centre. Guests can unwind at the SPLASH swimming pool or enjoy breakfast with views over the city's rooftops.
The initiative reflects a broader trend in Asian hospitality, where cultural immersion is becoming a key differentiator. As Sheraton's Thai properties host cultural gatherings this November, ONYX is similarly leveraging local heritage to attract both leisure and MICE travellers seeking meaningful experiences.
“We believe travel should connect people to the soul of a destination,” said a spokesperson for ONYX Hospitality Group. “By curating these cultural touchpoints, we aim to offer guests more than a stay — we offer a story.”
The group's approach also aligns with destination marketing efforts across the region. As Visit Qatar offers UK travellers free two-night Doha stopovers, Southeast Asian destinations are competing for the same culturally curious traveller. ONYX's focus on Phuket and Penang positions its properties within a wider narrative of heritage tourism.
For travel agents and tour operators, the initiative provides a ready-made itinerary that combines faith, history and relaxation. “These are the experiences that resonate with today's travellers,” said the spokesperson. “They want to understand the places they visit, not just see them.”
ONYX's move comes as the hospitality industry increasingly embraces cultural programming. Aman leverages UNESCO proximity for exclusive cultural access, and Plaza Premium Group has won awards for its cultural lounge in Taiwan. These efforts underscore a growing expectation among guests for authentic, locally rooted experiences.
With properties in both Phuket and Penang, ONYX is well placed to serve the intra-Asia leisure market, as well as long-haul travellers seeking a deeper understanding of Southeast Asia's diverse heritage. The group's “More of What You Love” philosophy is not just a tagline — it is a strategic commitment to cultural tourism that benefits both guests and local communities.
