Asia Tourism

Travel in the Philippines has shown a mixed recovery in 2025. Domestic demand has driven growth, while international arrivals have recorded slower growth, impacted by softer outbound travel from key markets such as South Korea and China and ongoing geopolitical tensions. Arrivals from the US, Japan, ...

Retail value sales of booking are set to rise strongly in current terms in the Philippines in 2025, though not as quickly as in the previous year as travel behaviour has become more normalised after the post-pandemic rebound. Industry sentiment, however, remains positive. The Philippine Travel Agenc ...

Inbound arrivals are expected to grow in the Philippines in 2025. However, growth is expected to be significantly slower than in the previous year. South Korea is set to remain the country’s top source market, but arrivals are expected to drop significantly, a trend mirrored across ASEAN destination ...

Hong Kong's inbound travel sector is undergoing structural transformation as it adjusts to changing travel patterns from Mainland China, its largest source market. There has been a sluggish recovery in arrivals from Mainland Chinese tourists, who increasingly favour same-day excursions over overnigh ...

In 2025, inbound arrivals to Hong King, China continue to recover from the pandemic. The Hong Kong Tourism Board is targeting a return to 75% of pre-pandemic levels by the end of 2025. Mainland China remains the dominant source market, bolstered by policy enhancements, such as the expansion of the I ...

Further double-digit growth in retail current value sales is projected for booking in Malaysia over 2025. Across domestic and international tourism, the growing desire for distinctive, personalised experiences has been a key feature of development. This has provided notable opportunities for the fur ...

Travel is set to see significant current value growth in Indonesia in 2025. The Eid al-Fitr period remains the largest contributor to domestic tourism in Indonesia, in addition to several weekend holiday periods. There have been numerous aggressive discounts on train tickets, particularly during sch ...

Hong Kong’s travel booking industry in 2025 continues to be driven by a strong outbound market, although prevailing geopolitical tensions and a sluggish macroeconomic environment are leading to a preference for short-haul regional travel. While Fully Independent Travellers (FITs) consistently favour ...

Tourism flows in Malaysia, inbound, outbound and domestic, are projected to see strong growth in retail current value sales and number of trips over 2025. While slower than the dynamic increases seen since 2021, as the COVID-19 effect lessened, tourism flows in Malaysia continue to see a positive pe ...

Retail value sales of booking are set to rise in current terms in Indonesia in 2025. Key drivers of growth include massive discount promotions for airplane tickets, hotels, and so on, which are still being offered on certain dates, both online and offline. For example, major sales events offer 50% d ...

Travel in Malaysia continues to develop and grow in 2025. The number of inbound arrivals to Malaysia is set for strong growth in terms of number of trips and retail current value sales, supported by the government’s robust subsidies and marketing initiatives, such as the Travel Promotion Matching Gr ...

Inbound arrivals are expected to rise in Indonesia in 2025. The main reasons for growth include intensive promotions carried out by the Ministry of Tourism, especially those targeting the foreign tourist segment. Notable promotional activity has included the Wonderful Indonesia Journey event, which ...

Within leisure travel, leisure experiences and attractions is one of the most dynamic growth categories, as travellers in China increasingly seek immersive experiences, such as outdoor adventures and wellness retreats. Leisure car rental is growing well as road trips remain popular with travellers. ...

China’s inbound arrivals witnessed dynamic growth in 2025, largely driven by extensions to the country’s visa-free policy and transit program. As of 17 July 2025, citizens of 46 countries with ordinary passports can enter China visa-free for up to 30 days, whilst citizens of 55 countries are eligibl ...

Travel in China continues to expand at a steady pace over 2025. Inbound travel has gained momentum largely driven by the extension of China’s visa-free policy and transit program. As of 17 July 2025, citizens of 46 countries with ordinary passports can enter China visa-free for up to 30 days, whilst ...

Retail value sales of booking are set to rise in 2025. Taiwanese travellers are increasingly valuing flexibility and control in their travel experiences, with many choosing independent travel (FIT) instead of packaged tours. This trend is highlighted by their readiness to pay higher rates for flexib ...

Taiwan’s inbound tourism strategy is undergoing a strategic transformation in 2025, focusing on diversifying its visitor base and shifting from volume to value. High-potential Southeast Asian markets and long-haul source regions are being actively targeted, with promotional efforts centred on high-y ...

Inbound arrivals will increase in Taiwan in 2025. However, despite continued efforts to revitalise inbound tourism, Taiwan still faces challenges in returning to pre-pandemic visitor volume levels. The primary challenge for recovery remains the sluggish rebound from Mainland China, which was Taiwan’ ...

Turkey continues to rank among the world’s top tourist destinations in 2025 due to its rich culture, varied natural scenery, and cost-effective travel options. Positioned at the crossroads of Europe and Asia, it is also easily reachable from multiple regions. The country’s strong tourism infrastruct ...

Retail value sales of booking are set to grow strongly in current terms in Vietnam in 2025 thanks to rising travel demand from both international and domestic tourists. More foreign visitors are visiting Vietnam due to more relaxed visa rules and better promotion of the country’s attractions. Meanwh ...

Inbound arrivals are set to grow strongly in Vietnam in 2025. April was particularly notable, with more than 2 million foreign tourists arriving, a significant year-on-year increase and the highest monthly figure ever recorded according to government statistics. The surge was largely driven by key m ...

Turkey has further solidified its status as a leading global tourist destination, with tourist arrivals rising in 2025 compared to 2024. Although the rate of growth has been more moderate than the sharp post-pandemic rebound, it marks a return to steady expansion, supported by favourable macroeconom ...

In 2025, Vietnam’s travel industry is expected to experience remarkable growth driven by a strong recovery in both international and domestic tourism. More relaxed visa policies, including exemptions for 12 countries and the launch of a Golden Visa programme, have played a key role in attracting for ...

Rising online sales have significantly impacted the sales of travel intermediaries offline, particularly travel agencies. One of the main challenges is that offline prices, especially for flights, are often higher than those found on online platforms, largely due to discrepancies in pricing models w ...

Retail value sales of booking in Japan are increasing steadily in 2025, with online booking driven by travellers’ preference for convenience, flexibility and access to a wide range of accommodation options. Digital platforms have become the primary channel for both domestic and international reserva ...