Travel in Southeast Asia
reaches new heights
Travel in SEA continues to grow, with sustained momentum beyond the initial phase of revenge travel. Read on to understand what is propelling interest in travel from and to SEA.
Sustained growth in outbound travel demand in SEA
Outbound travel demand (measured by Google Search interest) among SEA travellers has surpassed 2019 levels for the past four consecutive quarters. Vietnam had the highest growth in outbound travel demand. Demand in the Philippines, Malaysia and Singapore has grown steadily, quarter-on-quarter.
Intra-regional destinations are popular among SEA travellers
More than 50% of the top travel search volumes in Vietnam, Malaysia, and Singapore are for destinations within SEA. Outside of SEA, Australia, Japan, India, and the United States are also top destinations of interest.
Travel demand increases around festive seasons
Southeast Asians’ demand for travel is visibly heightened during festive seasons.
SEA is a popular global destination, especially among APAC travellers
Denpasar and Bangkok are ranked as the #10 and #11 top destination cities globally. SEA is most popular among travellers from Australia, India, and the United States.
Types of SEA destinations growing in popularity
Growth in search interest from Q1 2023 to Q2 2023
-
Beaches / coastal destinations
+ over 50%
Kupang, Indonesia
Mersing, Malaysia
Bang Sak, Thailand
Santa Fe, Philippines
Qui Nhơn, Vietnam -
Cultural / historical / heritage destinations
+ over 50%
Bukittinggi, Indonesia
Tawau, Malaysia
Ban Saeo, Thailand
San Fernando, Philippines
Vinh, Vietnam -
Nature attractions
+ over 50%
Lembang, Indonesia
Bentong, Malaysia
Na Suan, Thailand
Hạ Long, Vietnam
-
Beaches / coastal destinations
+ over 50%
Kupang, Indonesia
Mersing, Malaysia
Bang Sak, Thailand
Santa Fe, Philippines
Qui Nhơn, Vietnam -
Cultural / historical / heritage destinations
+ over 50%
Bukittinggi, Indonesia
Tawau, Malaysia
Ban Saeo, Thailand
San Fernando, Philippines
Vinh, Vietnam -
Nature attractions
+ over 50%
Lembang, Indonesia
Bentong, Malaysia
Na Suan, Thailand
Hạ Long, Vietnam
Footnotes
Sources: Destination Insights with Google; Top growth by destination city for worldwide origin countries to [SEA destination country], ID/MY/TH/PH/VN, April to June 2023 compared to Jan-Mar 2023, Trip type: international; Search demand category: air & accommodation.
Note: Categorisation of destinations is based on top attractions / things to do in the respective areas.
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