Industry Spotlight

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.

August 2023

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

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Travel in Southeast Asiareaches new heights