documentclass[a4paper,oneside,twocolumn]{book}
usepackage[top=3cm, bottom=3.2cm, left=2.5cm, right=2.5cm]{geometry}
usepackage{newpxtext}
usepackage{blindtext}
%usepackage{showframe}
usepackage{titlesec}
usepackage{tikz}
usetikzlibrary{calc}
usepackage{titling}
usepackage{fontspec}
usepackage{xltxtra}

newfontfamilyheadingfont[]{Arial}
titleformat{chapter}[display]
{bfseriesfilcenterfontsize{30}{30}headingfont}
{hugeMakeUppercaseheadingfont{chaptertitlename} thechapter}
{12pt}
{tikz[remember picture,overlay]node[inner sep=0pt] at ($(current page.north) +
    (0pt,-113pt)$) {includegraphics[width=6cm]{example-image}};}
titlespacing{chapter}{0pt}{140pt}{120pt}
titleformat*{section}{LARGEheadingfont}
titleformat*{subsection}{Largeheadingfont}
renewcommand{maketitlehooka}{headingfont}

begin{document}

chapter{A Nice Title}
blindtext

section{A Section Title}
blindtext

subsection{Travels}

end{document}

usepackage{xltxtra} % or just 'fontspec'
usepackage{newpxtext}