ASEAN Tourism in the First Half of 2025 Showed Mixed Outcomes

The ASEAN tourism landscape showed a mixed performance in the first half of 2025, with several member states reporting strong recovery, while others faced notable setbacks. Singapore's tourism sector remained firmly on its post-pandemic recovery path, welcoming9.78 million visitors. Vietnam also recorded a surge in foreign arrivals, reaching 12.2 million visitors. Indonesia received over 7.05 million international visitors, reflecting a 9.44 percent increase year-on-year.

Other ASEAN nations also demonstrated a notable upward momentum. Cambodia received 3.36 million international tourists—a 6.2 percent rise compared to the previous year. Laos welcomed 2.3 million visitors, up from 2.1 million in the first half of 2024. Malaysia saw an 20 percent increase year-on-year, with 16.9 million international visitors from January to May.

In contrast to these positive trends, Thailand's tourism momentum has slowed down due to the border tensions and a strengthening baht. As of August 10, 2025, Thailand recorded 20.2 million arrivals, a decline of 6.9 percent year-on-year, with the Chinese arrivals down about 30%. Despite increasing expenditure for tourism, with P3.41 trillion in 2023 (5.9 billion USD), the Philippines' tourism suffered a one-percent slump, with 3 million international visitors as of June 2025 due to a sharp decline in Chinese and South Korean tourists.

To reignite tourism momentum across the region, ASEAN has launched the “A Destination for Every Dream” campaign in collaboration with Agoda, which will run through the end of 2025 to encourage regional travel. AirAsia MOVE introduced the ASEAN Travel Guide to help travelers explore the region with greater confidence. Additionally, on August 8, 2025, the ASEAN Tourism Association (ASEANTA) launched the 39th ASEANTA Tourism Awards along with the Discover ASEAN microsite—featuring curated food and travel content, as well as safety guidelines designed to enhance visitor experiences.