Tourism has grown significantly across the ASEAN region, with the group’s largest tourist market - Thailand - forecast to experience a 147% rise in international arrivals between 2009 and 2017. However, some nations receive a much larger share of tourists than others. The ASEAN Tourism Strategic Plan 2016-2025 aims to move towards a single destination market strategy, which will improve intra-ASEAN tourism.
Thailand is the largest tourist market in the ASEAN, with 35 Million forecasted international arrivals for 2017. Known as a prime backpacking destination, leisure is the main purpose of travel to the country. In 2017, leisure trips are expected to account for over half (52%) of arrivals. Despite recent events, including a military coup and terror attacks, the country’s tourist industry has proven resilient and experienced continually strong growth.
Malaysia is expected to welcome close to 28 Million overseas visitors in 2017, making it the second largest tourist market in the ASEAN. The Petronas Twin Towers, located in the country’s capital - Kuala Lumpur - are one of the best known landmarks in the ASEAN region. In 2014, the number of arrivals to the country fell by 7% following two Malaysia Airlines disasters, which attracted widespread attention from the international media.
In terms of arrivals, Cambodia is one of the smaller tourist markets in the ASEAN region. However, the industry is an important contributor to the country’s economy, accounting for a quarter of national GDP. Previously, the tourism industry mostly catered for Western arrivals, but the government has begun to focus on the growing Chinese market, hoping to attract two Million Chinese tourists annually by 2020.
Goal of the ASEAN Tourism Strategic Plan 2016-2025 is to create a unique and diverse tourism offering across the ASEAN region, which benefits workers in the participating countries.
The report 'Tourism Destination Market Insights: Association of South East Asian Nations (ASEAN)', provides in-depth analysis of a tourist destination, in this case for the Association of South East Asian Nations (ASEAN). The countries included in this report are Thailand, Vietnam, Cambodia, Singapore, Brunei, Indonesia, The Philippines, Malaysia, Laos, and Myanmar. Furthermore, this report uses regional and country focused analysis to explore inbound tourist markets, infrastructure and attractions, as well as risks and opportunities. The report provides clear insight into current and future tourism developments in the region.
Companies mentioned in this report:Bangkok Airways, Singapore Airlines, Scoot, Resonsible Travel.
- Thailand is the ASEAN’s leading tourist destination, welcoming 31% of total arrivals to region in 2017. However, Myanmar is the fastest growing destination, experiencing 211% growth in arrivals between 2009 and 2017.
- A key goal of the ASEAN Tourism Strategic Plan 2016-2025 is to promote the ASEAN as a single tourist destination. By moving towards a collaborative tourist strategy, the region will benefit from arrivals being less concentrated in a few countries and therefore growth in the future can be more easily sustained. However, there currently remain a number of barriers which make moving towards a more singular market difficult.
- International tourists most commonly travel to the region for leisure purposes. For example, leisure trips comprised over 80% of international arrivals to Thailand in 2017.
- This report provides clear and detailed insight into new developments in a fast growing tourist destination.
- The report uses data and analysis to explore future trends related to international arrivals, airlines, and hotel developments.
- The reader gains a strong understanding of the opportunities in the market, as well as the risks, to support better business decisions.
Map of ASEAN nations
Key trends and new developments
Market risks and opportunities
Terminology and definitions
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