Malaysia leads ASEAN tourism arrivals in 2025

Tourism patterns in Southeast Asia are undergoing significant shifts. In 2025, Malaysia emerged as the most visited country in the ASEAN region, recording 42.2 million tourist arrivals, up from 38 million in 2024. This growth allowed Malaysia to overtake Thailand, which saw its visitor numbers decrease from 35.5 million in 2024 to 33 million in 2025.

Vietnam has demonstrated the fastest growth in the region, with visitor numbers jumping from 17.6 million in 2024 to 21.2 million in 2025, securing the third position. Singapore followed in fourth place with 16.9 million visitors, while Indonesia ranked fifth with 15.4 million international arrivals.

Regarding European travel preferences for the 2026 summer season, data from Agoda indicates that Thailand remains a top destination for European travelers. Indonesia is ranked second in popularity among this demographic, followed by Japan, Vietnam, and Malaysia. Factors contributing to these trends include improved flight connectivity, such as the Amsterdam–Suvarnabhumi route, and strategic tourism adaptations to seasonal weather patterns.