Vietnam’s Tourism Surge And Thailand’s Slowing Growth: What’s Next For Southeast Asia’s Tourism Industry In 2026?

Published on February 6, 2026

Southeast Asia’s tourism industry, erstwhile a powerhouse of world travel, continues to look an uneven betterment successful nan aftermath of nan COVID-19 pandemic. While immoderate countries, for illustration Vietnam and Malaysia, person shown singular maturation successful their inbound tourer numbers, others, specified arsenic the Philippines and Thailand, are still struggling to return to pre-pandemic levels. By 2024, nan six awesome tourism markets successful Southeast Asia—Thailand, Vietnam, Singapore, Malaysia, Indonesia, and nan Philippines—welcomed astir 114 cardinal world visitors, a betterment to astir 89% of 2019’s numbers. However, disparities successful betterment rates item nan challenges faced by each state successful nan region. In this article, we will research really Southeast Asia’s divers tourism markets are navigating this betterment phase, pinch a typical attraction connected cardinal destinations for illustration Vietnam, Thailand, and Malaysia.

The Slow Road to Recovery: Southeast Asia’s Struggles Post-Pandemic

When nan pandemic began, world tourism crossed Southeast Asia was efficaciously halted. In 2019, nan region recorded complete 127 cardinal inbound tourists. Thailand was nan leader, drafting astir 40 cardinal visitors, followed by different nations for illustration Vietnam and Malaysia. However, 2020 saw this fig plummet to conscionable 2.6 million, a devastating diminution owed to world lockdowns. Fast guardant to 2024, and nan region has made immoderate progress, recovering astir 89% of its 2019 figures. Despite this, definite countries are still lagging behind.

Countries for illustration Vietnam person bounced backmost incredibly well, driven by a beardown betterment successful tourism from adjacent countries for illustration China and South Korea, making it 1 of nan fastest-growing tourism destinations successful Southeast Asia. Meanwhile, countries for illustration Thailand and nan Philippines are grappling pinch challenges, contempt their position arsenic cardinal location players.

Vietnam: A Booming Tourism Hub connected Track to Surpass Pre-Pandemic Numbers

Vietnam‘s tourism betterment is possibly nan astir awesome successful nan region. In 2024, nan state welcomed 17.5 cardinal world visitors, conscionable awkward of nan 18 cardinal recorded successful 2019. The first half of 2025 has seen complete 10 cardinal tourists, pinch South Korean and Chinese visitors making up astir half of nan country’s inbound tourism. This is simply a important surge, particularly fixed Vietnam’s reliance connected tourism to substance its increasing economy.

For travelers, Vietnam offers a rich | operation of humanities sites, stunning beaches, and vibrant cities. Hanoi, Ho Chi Minh City, and Ha Long Bay proceed to tie attention, offering a blend of old-world charm and modern attractions. The roar successful Vietnam’s tourism is helping nan country’s broader economical recovery, pinch its tourism assemblage becoming an basal pillar successful driving growth.

Travel Tip: Vietnam is cleanable for those seeking taste immersion, from accepted markets to ancient temples. Travelers should see exploring off-the-beaten-path destinations for illustration Phu Quoc aliases Sapa for an authentic acquisition distant from nan crowds.

Thailand: Leading nan Region but Facing Headwinds

Thailand, nan location tourism leader, welcomed 35.5 cardinal visitors successful 2024. Despite this awesome number, nan state faces challenges successful returning to its pre-pandemic highest of 40 cardinal tourists. In nan first half of 2025, nan state saw a 5% diminution successful tourer arrivals compared to nan erstwhile year. This sluggish betterment is alarming fixed Thailand’s dense reliance connected tourism, peculiarly successful cities for illustration Bangkok, Chiang Mai, and Phuket.

The country’s tourism betterment is now being threatened by respective factors, including economical uncertainty and rising title from different location destinations. Additionally, nan displacement towards sustainable and eco-friendly tourism is prompting galore travelers to research newer, little crowded destinations, which has affected Thailand‘s visitant numbers.

Travel Tip: While celebrated tourer spots for illustration Bangkok and Phuket are still must-visits, those seeking quieter getaways should research places for illustration Koh Samui, Pai, and Chiang Rai, which connection much friendly experiences pinch nature.

Malaysia: Close to Pre-Pandemic Levels and Gaining Ground

With 25 cardinal visitors successful 2024, Malaysia is astir backmost to its pre-pandemic numbers, conscionable short of nan 26 cardinal visitors it attracted successful 2019. The state has benefited from its proximity to Singapore, pinch galore visitors crossing nan separator for short stays. This is evident successful nan precocious number of day-trippers, aliases “excursionists”, whose numbers push Malaysia’s full visitant count up to 38 cardinal erstwhile included.

The country’s maturation is driven by cardinal attractions specified arsenic Kuala Lumpur, Penang, and Langkawi, which proceed to lure some location and world visitors. Malaysia’s divers culture, world-class shopping, and stunning earthy landscapes, specified arsenic the Cameron Highlands and Borneo, are cardinal to its tourism appeal.

Travel Tip: For a much divers experience, effort Penang’s practice trails, Kuala Lumpur’s vibrant nutrient scene, and Langkawi’s relaxing beaches, which harvester municipality and earthy experiences for an unforgettable trip.

Indonesia: Slow and Steady Wins nan Race

Indonesia, pinch 13.9 cardinal visitors successful 2024, is showing a dependable recovery, particularly pinch cardinal destinations for illustration Bali continuing to tie attention. However, Indonesia’s tourism is concentrated successful circumstantial areas, and nan slow gait of betterment allows nan state to amended negociate tourer inflows, particularly successful Bali, which has been facing challenges specified arsenic assets depletion and over-tourism.

The Indonesian authorities has been observant to equilibrium maturation pinch sustainability, allowing nan betterment to hap astatine a gait that is manageable for section ecosystems and resources. This gradual rebound is welcomed by businesses and regulators who are moving to support Indonesia’s estimation arsenic a sustainable destination.

Travel Tip: While Bali remains an iconic destination, visitors should research different Indonesian gems for illustration Yogyakarta, Komodo Island, and Raja Ampat to debar nan over-tourism unit successful Bali and acquisition much untouched earthy beauty.

The Philippines: Struggling to Attract Visitors

The Philippines has struggled nan astir successful Southeast Asia’s tourism recovery. Despite attracting 8 cardinal visitors successful 2019, it saw a important diminution successful 2024, pinch only 5.4 cardinal world visitors arriving. The country’s struggle to retrieve is attributed to respective factors, including title from neighboring countries and its constricted tourism infrastructure successful definite regions.

However, nan Philippines continues to beryllium an appealing destination, peculiarly for formation lovers and divers. Islands for illustration Palawan, Boracay, and Cebu are still seen arsenic paradisiacal, making nan state an charismatic action for those seeking an land escape.

Travel Tip: The Philippines is location to immoderate of nan champion diving spots successful nan world. For those willing successful underwater adventures, caput to Tubbataha Reefs aliases Anilao for an unforgettable diving experience.

Key Takeaways: Southeast Asia’s Uneven Tourism Recovery

The Southeast Asian region’s tourism betterment is simply a analyzable and multifaceted issue. While Vietnam, Malaysia, and Indonesia show important progress, others for illustration Thailand and the Philippines are struggling to regain their pre-pandemic status. This uneven betterment highlights nan request for tailored strategies to support nan circumstantial needs of each destination.

For travelers, this intends much options to research arsenic nan region adjusts to changing tourism demands. Whether seeking cultural experiences, beach holidays, aliases adventure tourism, Southeast Asia offers divers opportunities for each types of travelers.

As tourism rebounds, businesses, governments, and visitors alike must activity together to guarantee sustainable growth, safeguarding nan region’s earthy and taste treasures for early generations.