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Published on September 5, 2025
In 2025 Southeast Asia’s tourism manufacture continued its post‑pandemic recovery, but countries faced different trends. Visa‑free policies, trading campaigns, economical conditions and travellers’ cognition of information reshaped visitant flows. Malaysia emerged arsenic nan most‑visited Southeast Asian state during early 2025, overtaking Thailand for nan first time. Meanwhile Vietnam’s accelerated maturation put unit connected established destinations, Singapore maintained dependable numbers focused connected business and events, Indonesia gained momentum but lagged down location rivals, and nan Philippines recorded humble growth. In 2025, Malaysia has emerged arsenic nan starring destination successful Southeast Asia, surpassing different celebrated countries for illustration Thailand, Vietnam, Singapore, Indonesia, and nan Philippines. This singular accomplishment highlights Malaysia’s successful efforts to pull world visitors, reinforcing its position arsenic a tourism powerhouse successful nan region.
International tourer arrivals (January – June 2025)
| Country | Visitor numbers & period | Top root markets / notes |
| Malaysia | Q1 2025: 10.1 million overseas tourists. January–May 2025: 16.9 million arrivals, up ~20 % from 2024 | Almost half of Malaysia’s arrivals (8.34 million) successful Jan–May came from Singapore; Indonesia (1.82 million), China (1.81 million) and Thailand (1.06 million) were different awesome sources. Government visa‑liberalisation policies and targeted trading helped Malaysia overtake Thailand. |
| Thailand | January 1 – June 29 2025: 16.61 million world tourer arrivals, down 4.56 % year‑on‑year. | Malaysia was Thailand’s largest root (2.29 million visitors) followed by China (2.25 million). Despite generating US$23 billion successful tourism gross (H1 2025), arrivals dipped because immoderate Chinese travellers opted for Vietnam owed to information concerns. |
| Vietnam | H1 2025: 10.7 million overseas visitors, a 26 % summation complete nan aforesaid play of 2019. | Vietnam intends for 23 million arrivals successful 2025. Growth is attributed to improved visa policies (visa‑free introduction for respective European countries until 2028) and caller attractions. Tourism leaders pass that precocious airfares and constricted high‑end accommodation whitethorn inhibit nan target. |
| Singapore | Jan – Apr 2025: 5.71 million visitant arrivals, up 1.2 % from nan aforesaid play successful 2024. April unsocial saw 1.4 million visitors (4.5 % y‑o‑y increase). | Indonesia (236,850 visitors successful April), China (207,500), India (118,660), Australia (116,850) and Malaysia (109,250) were apical sources. About 73 % of Jan‑Apr visitors were overnight guests (4.19 million) and nan mean enactment was 3.47 days. Singapore’s attraction connected business events and meetings kept numbers steady. |
| Indonesia (country) | H1 2025: complete 7 million overseas tourer visits, a 9.44 % summation year‑on‑year. June unsocial saw ~1.42 million visitors. | Most visitors entered via Bali. Nationalities: Malaysia (16.7 %), Singapore (13 %) and Australia (10.9 %). Spending per sojourn fell to US$1,199.71 successful Q2, pinch 37.5 % of expenditure connected accommodation. Indonesia remains mid‑pack successful ASEAN, lagging down Malaysia and Thailand. |
| Bali (Indonesia’s main island) | Jan – Jul 2025: complete 4 million overseas visitors visited Bali, compared pinch 3.89 million a twelvemonth earlier. | Bali besides welcomed 5 million home visitors successful nan aforesaid period. Officials expect Bali to surpass its 6.4‑million visitant grounds of 2024. |
| Philippines | Jan – Jun 2025: nan Bureau of Immigration processed 7.84 million arrivals, up 8 % from 2024. | The information screen each rider arrivals alternatively than strictly tourists; travellers from nan United States (753,544), South Korea (745,623), Japan (256,776), China (229,915) and Australia (188,082) topped nan list. Growth reflects improved connectivity and easing recreation restrictions. |
| Other ASEAN countries | Official half‑year 2025 tourism information for Cambodia, Laos and Brunei were scarce. In 2024 Cambodia welcomed 5.4 million visitors (near pre‑pandemic levels), suggesting 2025 arrivals whitethorn proceed rising; Laos and Brunei cater mostly to location visitors and study humble figures. |
Highlights and tourism trends
- Malaysia’s lead: Relaxing visa rules and trading campaigns allowed Malaysia to pull 10.1 million visitors successful Q1 and 16.9 million visitors by May 2025, overtaking Thailand. The mostly were from neighbouring Singapore (over 4.9 million successful Q1 and 8.34 million by May, benefiting cross‑border travel.
- Thailand’s slower growth: Thailand welcomed 16.61 million visitors successful H1 2025, but numbers fell 4.56 % year‑on‑year. Safety concerns (especially among Chinese tourists) and title from Vietnam contributed to nan decline.
- Vietnam’s surge: Vietnam recorded 10.7 million visitors successful H1 2025, already half of its 23‑million yearly target. Improved visa policies (extended waivers for European citizens) and caller attractions stimulated growth.
- Singapore’s dependable recovery: Singapore’s tourism, driven by business recreation and awesome events, produced 5.71 million visitors successful nan first 4 months and 1.4 million successful April. It remains a high‑cost destination but emphasises value experiences.
- Indonesia’s momentum but mid‑pack status: Indonesia attracted complete 7 million visitors successful H1 2025. Bali unsocial saw much than 4 million overseas visitors by July. However, Indonesia still trails Malaysia and Thailand successful wide arrivals and mean spending per visitant is declining.
- Philippines and others: The Philippines recorded 7.84 million arrivals done migration checkpoints, an 8 % rise, but charismatic tourist‑arrival information stay astir 3 million. Cambodia and Laos proceed to retrieve slowly, mostly limited connected location tourists.
Currency speech movements successful 2025
Tourism decisions are influenced by speech rates. A stronger section rate makes a destination much costly for travellers utilizing overseas currencies, while a weaker section rate whitethorn pull visitors seeking value. The array beneath summarises nan US dollar (USD) versus awesome Southeast Asian currencies successful 2025 (up to August 2025) based connected exchange‑rates.org data.
| Currency (country) | Highest USD complaint successful 2025 | Lowest USD complaint successful 2025 | Average rate | Year‑to‑date (YTD) alteration against section currency | Implications for tourists |
| Thai Baht (THB) | 1 USD = 34.890 THB connected 8 Apr 2025 | 32.151 THB connected 23 Jul 2025 | ~33.225 THB | USD weakened 5.83 % vs baht (baht strengthened) | A stronger baht makes Thailand somewhat much costly for USD‑based travellers; however, prices stay little than Singapore. |
| Malaysian Ringgit (MYR) | 1 USD = 4.5125 MYR connected 6 Jan 2025 | 4.1975 MYR connected 1 Jul 2025 | ~4.3380 MYR | USD weakened 5.54 % vs ringgit (ringgit appreciated) | The ringgit’s appreciation reduces immoderate of Malaysia’s affordability, but its weaker level comparative to SGD and THB still offers bully worth for location visitors. |
| Vietnamese Dong (VND) | 1 USD = 26,434 VND connected 21 Aug 2025 | 25,080 VND connected 24 Jan 2025 | ~25,845 VND | USD appreciated 3.55 % vs dong (dong weakened) | A weaker dong makes Vietnam cheaper for travellers utilizing USD aliases different awesome currencies, contributing to tourism growth. |
| Singapore Dollar (SGD) | 1 USD = 1.3704 SGD connected 10 Jan 2025 | 1.2712 SGD connected 30 Jun 2025 | ~1.3131 SGD | USD weakened 5.57 % vs SGD | A stronger Singapore dollar further increases recreation costs successful nan city‑state, making it 1 of nan region’s astir costly destinations. |
| Indonesian Rupiah (IDR) | 1 USD = 17,071 IDR connected 8 Apr 2025 | 16,116 IDR connected 13 Aug 2025 | ~16,402 IDR | USD strengthened 1.30 % vs rupiah (rupiah weakened) | The flimsy depreciation of nan rupiah keeps Indonesia affordable; mixed pinch mean inflation, this supports inbound tourism. |
| Philippine Peso (PHP) | 1 USD = 59.009 PHP connected 10 Jan 2025 | 55.350 PHP connected 23 May 2025 | ~57.081 PHP | USD weakened 1.88 % vs peso (peso appreciated) | A comparatively unchangeable peso intends recreation costs successful nan Philippines changed little; affordability depends much connected section prices and infrastructure. |
Snapshot of existent rates
As of early September 2025, mid‑market rates were astir USD 1 = 32.26 THB and USD 1 = 4.23 MYR. These snapshots item nan baht’s and ringgit’s movements astir mid‑year.
Inflation crossed Southeast Asia
Inflation influences recreation costs by affecting accommodation, nutrient and proscription prices. Data from Trading Economics for July/August 2025 show varying ostentation rates crossed ASEAN:
| Country | Inflation complaint (YoY) & month | Trend & context |
| Brunei | –0.2 % (July 2025) | Deflation continues, but tourism numbers are small; nan authorities subsidises prices for power and food. |
| Cambodia | 1.66 % (July 2025) | Inflation remains low; nan authorities pegs nan riel to nan US dollar, keeping recreation costs stable. |
| Indonesia | 2.31 % (Aug 2025) | Inflation eased somewhat from 2.37 % successful July; mean value increases mixed pinch a anemic rupiah support Indonesia competitively priced. |
| Laos | 5.0 % (Aug 2025) | Prices stay elevated owed to rate depreciation; travellers whitethorn find Laos much costly than neighbouring Vietnam. |
| Malaysia | 1.2 % (July 2025) | Low ostentation and a comparatively anemic ringgit supply bully worth for visitors. |
| Philippines | 1.5 % (Aug 2025) | Inflation picked up from 0.9 % successful July, but remains manageable. The peso’s mild appreciation offsets immoderate value rises. |
| Singapore | 0.6 % (July 2025) | The city‑state experiences nan lowest ostentation successful nan region but precocious guidelines costs (strong currency, precocious wages) make it costly for tourists. |
| Thailand | –0.79 % (Aug 2025) | Thailand faces deflation falling prices could thief tourism but whitethorn bespeak anemic home demand. |
| Vietnam | 3.19 % (July 2025) | Inflation is moderate; a weaker dong offsets immoderate value increases. |
Analysis and recreation implications
- Value for money: Malaysia and Vietnam connection nan champion operation of affordability and accessibility. The Malaysian ringgit and Vietnamese dong weakened comparative to nan US dollar earlier successful nan year, making hotels and nutrient cheaper for travellers. Inflation is besides debased successful Malaysia (1.2 %). Vietnam’s dong depreciation (3.55 % summation for USD) and mean ostentation of 3.19 % make it attractive; however, precocious home airfares and constricted premium accommodation could temper its competitiveness.
- Thailand’s mixed picture: A stronger baht and flimsy deflation whitethorn counterbalance each other. Tourism gross remained precocious (about US$23 billion successful H1 2025), yet visitant numbers declined owed to information perceptions and competition. Travellers whitethorn find prices somewhat higher than Vietnam but still little than Singapore.
- Singapore’s premium positioning: The Singapore dollar’s spot (USD down 5.57 % YTD) and debased ostentation make nan metropolis secure but expensive. Visitors often enactment less days (3.47 days connected average), utilizing Singapore arsenic a transit hub aliases for business trips.
- Indonesia’s potential: With a immense home marketplace and world‑famous Bali, Indonesia has room to drawback up. A anemic rupiah and mean ostentation support affordability, but mean spending per visitant is falling, suggesting that infrastructure upgrades and trading are needed.
- Philippines, Cambodia and Laos: The Philippines showed an 8 % emergence successful arrivals done migration checkpoints but has not yet matched nan record‑breaking maturation of its neighbours. Its peso is comparatively stable, and ostentation remains moderate. Cambodia and Laos look higher ostentation and weaker currencies, limiting competitiveness.
Where are group visiting successful 2025?
In early 2025, Malaysia overtook Thailand to go nan most‑visited Southeast Asian country, attracting 10.1 million visitors successful Q1 and 16.9 million visitors by May. Thailand followed pinch 16.61 million visitors successful nan first half, and Vietnam surged to 10.7 million visitors successful nan aforesaid period. Singapore remained an important business hub pinch 5.71 million visitors successful January–April. Indonesia recorded 7 million visitors and Bali unsocial welcomed complete 4 million. Philippines arrivals were modest, while Cambodia and Laos lagged behind.
From a traveller’s perspective, 2025 offers varied experiences. Malaysia and Vietnam supply charismatic worth acknowledgment to anemic currencies and debased inflation; Thailand remains celebrated but is experiencing intensified competition; Singapore caters to premium travellers; Indonesia’s earthy beauty draws millions but requires further improvements; and nan Philippines is still rebuilding. As visa policies germinate and currencies fluctuate, travellers readying their 2025 trips should see speech rates and ostentation alongside nan allure of each destination.
References:
10 cardinal visitors visited Asia’s ‘most-loved country’ successful Q1; much than Thailand, Indonesia | Trending – Hindustan Times
Malaysia’s tourer arrivals up 20% from Jan to May, ministry says | Reuters
Tourism conflict intensifies arsenic ASEAN nations vie for Chinese visitors – Asia News NetworkAsia News Network
Vietnam connected Track for 23 Million Tourists successful 2025 — But Ne…
Singapore’s April visitant arrivals up astir 5pct y-o-y to 1.4mln says tourism committee – GGRAsia
Foreign Tourist Visits to Indonesia Reach 7 Million successful First Half of 2025
Indonesia’s Bali sees complete 4 mln int’l visitors successful first 7 months 2025-Xinhua
BI logs 8% emergence successful rider arrivals successful first half of 2025
USD to THB Exchange Rate History for 2025
USD to MYR Exchange Rate History for 2025
USD to VND Exchange Rate History for 2025
USD to SGD Exchange Rate History for 2025
USD to IDR Exchange Rate History for 2025
USD to PHP Exchange Rate History for 2025
US dollar to Thai bahts Exchange Rate History | Currency Converter | Wise
US Dollar to US Dollar Exchange Rate | (USDMYR) Live Price & Chart
Inflation Rate – Countries – List | Asia | Trading Economics
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