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ASEAN Tourism Desintation Market Insight (2024)

  • Report

  • 46 Pages
  • March 2024
  • Region: Asia Pacific
  • GlobalData
  • ID: 5949986
Analysis of destination markets, infrastructure, tourism potential and attractions, as well as risks and opportunities in ASEAN. This report explores the types of travelers that visit the region as well as a SWOT analysis.

Leisure is the leading inbound travel purpose to the ASEAN region, accounting for 68.59% of all international arrivals in 2023. Furthermore, leisure is the top inbound travel purpose for all the individual ASEAN member countries, apart from Myanmar where inbound travel for other personal is higher, which can be attributed to travel for pilgrimage, health and medical tourism, education, training, and volunteer work.

The United States is one of the important source markets for ASEAN countries where travelers from the US reached 4.70 million in 2019 with a CAGR of 8.67% from 2015 to 2019.
  • Three of the ASEAN countries are ranked in the top ten, and six countries are ranked within the top 20, globally. This shows the huge potential of tourism in this region. Malaysia (Rank 1), Singapore (Rank 4), and Thailand (Rank 5) boast well-established tourism industries with diverse offerings - from historical and cultural attractions to vibrant nightlife and natural beauty.
  • ASEAN nations exhibit a generally lower risk profile than the global average, with an overall score of 41.7 compared to the global benchmark of 44.3.


  • This report is part of the publisher's Destination Market Insights Series. These reports provide an in-depth analysis of a tourist destination and its key source markets, as well as an assessment of the trends and issues in the covered destination market, in this case the ASEAN.

Reasons to Buy

  • Obtain a clear and detailed insight into new developments in ASEAN countries.
  • Use data and analysis to explore trends related to international arrivals and spending, tourism segments as well as construction, foreign direct investments (FDI), airlines and hotel developments.
  • Gain a better understanding of the opportunities in the market, as well as the risks, to support better business decisions.

Table of Contents

  • Overview
  • Tourism Potential Index
  • Key Trends
  • Tourism Construction Projects
  • Foreign Direct Investment
  • Source Markets
  • Type Of Tourism
  • Destination Focus and Attractions
  • Risk Analysis
  • Appendix