ASEAN Destination Tourism Trends Insight by Type, Source Markets, Foreign Direct Investment and Future Opportunities, 2024 Update

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ASEAN Destination Tourism Report Overview

The Association of Southeast Asian Nations (ASEAN) consists of Brunei Darussalam, Burma, Cambodia, Indonesia, Laos, Malaysia, Philippines, Singapore, Thailand, and Vietnam. Tourism is one of the key areas of ASEAN’s cooperation. Therefore, they established the ASEAN Tourism Forum (ATF) in 1981. The ATF is a cooperative regional effort to promote the ASEAN as one tourist destination.

The ASEAN destination tourism market research report provides an in-depth analysis of destination markets, infrastructure developments, and attractions. The report also offers an in-depth understanding of the ASEAN destination tourism market dynamics through SWOT analysis along with sector risk assessment. Furthermore, a comprehensive analysis of the types of travelers that visit the destination will help in ascertaining the demand side.

Key Countries ·        Brunei Darussalam

·        Burma

·        Cambodia

·        Indonesia

·        Laos

·        Malaysia

·        Philippines

·        Singapore

·        Thailand

·        Vietnam

Key Tourism Types ·        Sun and Beach Holidays

·        Visiting Friends or Family

·        City Break Holidays

·        Cultural Holidays

·        Adventure/Sport Holidays

·        Gastronomical Holidays

·        Multi-Stop Trip Holidays

·        Eco Holidays

·        Cruise

·        Wellness/Medical Holidays

·        Religious Holidays

·        Wedding Related Holidays

·        LGBTQIA+

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ASEAN Destination Inbound Tourism Market Trends

The 10 nations that comprise ASEAN have a robust tourism product portfolio that draws in a wide range of potential travelers. ASEAN members are making significant investments to expand their tourism product offerings and marketing campaigns. The most popular ASEAN nations are Thailand, Malaysia, and Singapore, all of which have made large investments to improve their tourism offerings. The least visited countries such as Laos, Myanmar, and Brunei, have started making investments in the development of tourism, as there is enormous potential for value to be gained from tourism in these nations.

The main purpose of travel to the ASEAN, in terms of inbound tourism, is leisure. Renowned for its rich culture, adventure, recreational activities, and stunning scenery, ASEAN member countries also have all the credentials for a great group holiday. Families and group travelers are forecast to witness the highest growth rate between 2023 and 2027. However, single travelers accounted for the largest share of inbound travelers in 2023, with over 36% of combined international arrivals to Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam being single travelers.

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ASEAN Destination Tourism Market Segmentation by Countries

Thailand had the highest number of arrivals in the region in 2023

Thailand benefits from its beaches, historical sites, vibrant culture, and affordability. Thailand’s tourism product is known for its beautiful beaches, ancient temples, vibrant nightlife, and rich culture. Bangkok, the capital city, is a popular destination for its bustling street markets, vibrant nightlife, and stunning temples, including the famous Wat Phra Kaew and Wat Arun. The country’s many islands, including Phuket, Koh Samui, and Phi Phi Islands, are famous for their white sandy beaches, crystal-clear waters, and stunning natural beauty. Other popular attractions include the historic city of Ayutthaya, the Elephant Nature Park, and the famous Chiang Mai Night Bazaar.

Managing the impact of mass tourism through sustainable practices, diversifying offerings beyond traditional destinations, and addressing environmental concerns are crucial challenges for Thailand.

ASEAN Destination Tourism Market Analysis by Countries, 2023 (%)

ASEAN Destination Tourism Market Analysis by Countries, 2023 (%) 

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ASEAN Destination Tourism Market Segmentation by Types

Sun and beach holidays were the most preferred holiday type in the ASEAN destination tourism market in 2021

The sun and beach vacation type held the highest market share by the tourism types, followed by VFR and city breaks, in 2021. The sun and beach vacation types have gained popularity because the ASEAN countries possess a blend of scenic beaches, pleasant weather, well-developed tourism facilities, easy accessibility, and efficient marketing strategies, making them highly appealing for mass tourism.

ASEAN Destination Tourism Market Analysis by Tourism Types, 2021 (%)

ASEAN Destination Tourism Market Analysis by Tourism Types, 2021 (%)

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ASEAN Destination Tourism Source Markets

Singapore has been the top source market for ASEAN member countries since 2015. However, travel restrictions due to COVID-19-induced lockdowns hugely impacted international travel by Singaporean travelers, which led to a tremendous decrease in international travel to ASEAN countries in 2019 and 2021. Since 2022, the international arrivals from Singapore to other ASEAN countries started recovering, albeit lower than its pre-pandemic level. Furthermore, strong growth in Indian arrivals is expected post the pandemic driven by sun and beach, cultural resources, and adventure tourism.

Southeast Asia is also prioritizing attracting more Indian travelers to boost tourism and aviation recovery. For instance, Vistara has launched daily non-stop flights between Delhi and Bali, which is increasing the number of international arrivals from India to ASEAN countries.

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This report is part of GlobalData’s Destination Market Insights Series. These reports provide an in-depth analysis of a tourist destination and its key source markets, as well as an assessment of the trends and issues in the covered destination market, in this case, the ASEAN.

Key Highlights

Leisure is the leading inbound travel purpose to the ASEAN region, accounting for 68.59% of all international arrivals in 2023. Furthermore, leisure is the top inbound travel purpose for all the individual ASEAN member countries, apart from Myanmar where inbound travel for other personal is higher, which can be attributed to travel for pilgrimage, health and medical tourism, education, training, and volunteer work.

The United States is one of the important source markets for ASEAN countries where travelers from the US reached 4.70 million in 2019 with a CAGR of 8.67% from 2015 to 2019.

Three of the ASEAN countries are ranked in the top ten, and six countries are ranked within the top 20, globally. This shows the huge potential of tourism in this region. Malaysia (Rank 1), Singapore (Rank 4), and Thailand (Rank 5) boast well-established tourism industries with diverse offerings – from historical and cultural attractions to vibrant nightlife and natural beauty.

ASEAN nations exhibit a generally lower risk profile than the global average, with an overall score of 41.7 compared to the global benchmark of 44.3.

Reasons to Buy

  • Gain a clear and detailed actionable insight into new developments in popular tourist destinations.
  • Use data and analysis to explore trends related to international arrivals and spending, tourism segments as well as construction, airlines, and hotel developments.
  • Understand the opportunities in the market, as well as the risks, to support better business decisions.

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Table of Contents


Tourism Potential Index

Key Trends

Tourism Construction Projects

Foreign Direct Investment

Source Markets

Type Of Tourism

Destination Focus and Attractions

Risk Analysis


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