Home»ASIA» Malaysia Surpasses Thailand To Become Southeast Asia’s Most Visited Destination In 2025
Tuesday, July 8, 2025
During the first quarter of 2025, Malaysia edged ahead of Thailand to be Southeast Asia’s No. 1 tourist destination and attracted 10.1 million foreign visitors, a remarkable 22% increase from last year. Thailand, formerly No. 1, came in a distant second with 9.5 million visitors. Vietnam and Singapore, other Southeast Asia nations, also recorded a high pace of growth and attracted 6 million and 4 million visitors, respectively. Malaysia’s tourism growth is a direct result of its drive to lure foreign visitors—particularly China and Singapore—continuing to yield good results.
The Malaysian government has been actively promoting the nation as a leading travel destination and reinforcing its appeal to visitors from neighboring countries and beyond. In fact, the largest number of tourists to Malaysia in Q1 2025 came from Singapore, with 4.9 million visits, followed by China and Indonesia, each contributing nearly 1.1 million visitors. The country’s decision to extend its visa-free policy for Chinese tourists for another five years—potentially up to 2036—further cements Malaysia’s position as an attractive destination for visitors from China, which is one of the largest outbound tourism markets globally.
Despite Thailand’s well-established reputation as a top tourist destination in the region, it has been facing challenges in 2025. According to official statistics, Thailand’s tourist arrivals from China—a key market for its tourism industry—have dropped significantly, with a 34% decline in the first half of the year compared to the same period in 2024. The overall international tourist arrivals to Thailand saw a 4.6% decrease, with 2.26 million Chinese visitors recorded in the first half of 2025.
The downturn in Thai tourism has been attributed to several factors. The kidnapping incident of a high-profile actress in January raised concerns over safety, impacting the confidence of Chinese travelers. Additionally, the wider economic slowdown and global events such as the Middle East conflict have contributed to the drop in travel. However, Thailand is not sitting idle; efforts are underway to revitalize tourism by diversifying its offerings and targeting high-spending tourists, particularly through luxury tourism, medical tourism, and long-stay travel packages.
The Growth of Chinese Tourism in Southeast Asia
China remains one of the most critical source markets for Southeast Asia, and visa-free policies are playing a significant role in attracting Chinese travelers to the region. Malaysia and Singapore are benefiting greatly from such policies, with both countries offering easy visa access to Chinese nationals. Malaysia’s visa-free policy for Chinese tourists has been particularly successful, driving a substantial influx of visitors in the first quarter of 2025.
Moreover, Vietnam has emerged as a strong competitor, surpassing Thailand for the first time in welcoming Chinese tourists. Vietnam saw 1.6 million Chinese visitors in the first quarter of 2025, compared to just 1.3 million in Thailand. This shift is significant, given that in 2024, Thailand had attracted twice as many Chinese visitors as Vietnam. New direct flight routes between China and Vietnam, especially through airlines like Vietjet and Juneyao Airlines, are helping to fuel this rise in Chinese arrivals.
Vietnam’s Growing Popularity Among Chinese Tourists
Vietnam’s rise in Chinese tourism is indicative of shifting trends in Southeast Asia, where Chinese travelers are increasingly seeking destinations that offer a mix of cultural experiences and affordability. The addition of new direct flight routes between China and Vietnam—including routes connecting Hanoi to Chengdu and Xi’an—has made the country more accessible. In addition to these new routes, Vietnam has focused on strengthening its tourism infrastructure, creating a welcoming environment for tourists and promoting its natural beauty, cuisine, and cultural heritage.
This growth in Chinese arrivals has also contributed to Vietnam’s overall tourism recovery, which saw a rise of 26% in international visitors in Q1 2025 compared to the previous year. This makes Vietnam one of the fastest-growing tourism destinations in Southeast Asia.
Malaysia’s Ambitious Goals for 2025 and Beyond
Looking ahead, Malaysia is poised to continue its momentum. With an ambitious target of 31.3 million international tourist arrivals for 2025, Malaysia is working hard to boost its profile in global markets, particularly through campaigns surrounding Visit Malaysia Year 2026. The government has set a goal of welcoming 35.6 million visitors in 2026, generating US$36 billion in tourism receipts, marking a significant increase from 2025 targets.
The country’s efforts are supported by an enhanced air connectivity network. Several airlines, including Sichuan Airlines, Hainan Airlines, and China Eastern Airlines, have launched or expanded their services to Malaysia, with new routes connecting China to Penang and Kuala Lumpur. These connections play a crucial role in increasing access to Malaysia, allowing international visitors to enjoy the country’s culture, heritage, and diverse tourism offerings.
Thailand’s Response and Tourism Recovery Plans
Thailand, on the other hand, is ramping up efforts to counter the declining tourist arrivals with a multi-faceted strategy. In addition to promoting luxury tourism, the Tourism Authority of Thailand (TAT) is launching a series of campaigns focused on medical tourism, MICE tourism, and long-stay offerings like work-from-anywhere packages. The Thai government has also approved a US$121 million stimulus package aimed at stimulating tourism growth, particularly by increasing the number of charter flights from China and other high-potential markets.
Thailand’s ability to bounce back will depend on the success of these initiatives and its continued focus on building confidence in the safety and quality of its tourism services. With a target of 35 million international arrivals in 2025, the country will need to attract nearly 19 million visitors in the second half of the year to meet its goal.
A Competitive Landscape for ASEAN Tourism
Southeast Asia is a very competitive tourism market, and Vietnam, Malaysia, and Thailand are fighting for leadership. When travel trends shift and experiential travel and budget travel become more popular with travelers, Vietnam and Malaysia are taking advantages of these shifts by offering travelers rich heritage, cost-competitive travel, and more connectivity by aircraft.
The ASEAN tour industry’s future will depend on countries’ responsiveness to changing demands by Chinese internationals as well as their utilization of visa-free mechanisms and improved infrastructure to maintain growth in a highly competitive market.
With ‘a variety of cultures, breathtaking scenery and vibrant cities that are as colourful as they are diverse, there’s never a dull moment in Asia,’ the site offers its readers a choice of summer getaways. Here’s a roundup of the best 10 summer travel destinations in Asia that provide unforgettable experiences, relaxation, adventure and culture.
Bali, Indonesia
Bali Indonesia -always features as one of the best places to take a trip in Asia, with its wonderful beaches,tapping temples, and Malaysian culture and stunning rainforests. There’s great seafood and water sports at Jimbaran Bay, and luxury resorts, surfing and a party scene in Seminyak. Otherwise, Ubud is a tranquil escape into the cultural heart and soul of the island, complete with photogenic rice terraces, a traditional art market, yoga retreats, and sacred temples such as Uluwatu and Tanah Lot.
Phuket, Thailand
Phuket Thailand’s largest island is famous for its white-sand beaches, opulent resorts and party vibe. Beach bums head to Patong Beach, but the quieter sands of Kata or Karon are also favored. Adventure-minded travellers can also hop between nearby islands on speedboat tours, or go scuba diving to see vibrant coral reefs and sea life up close.
Hạ Long Bay, Vietnam
Vietnam’s Hạ Long Bay, a Unesco World Heritage site, is filled with towering limestone islands that seem to rise from emerald waters. Visitors who book cruises on little Lan Ha Bay can sleep on overnight boats, discover intimate caves unseen by the masses, and kayak through sheltered lagoons and visit floating villages to learn how indigenous fishing families live. It’s memorable for all nature buffs as there’s grand nature beauty on the platter!
Seoul, South Korea
A hangover master mix of modern and old-school. Visitors can explore ancient palaces, participating in shows performed in them; traditional neighborhoods; or the modern bustle of Korea, like the nightlife and shopping of Myeongdong. It’s the kind of place where foodies will be able to taste fooditing Korean food anywhere from street food vendors to Michelin starred tables and enjoy a perfect trip that will be etched in their memories forever.
Kyoto, Japan
Kyoto \xe2\x80\x94 the cultural capital of Japan, known for ancient temples, zen gardens and streets of cobbles-straight preserved historic architecture. Among its iconic sites are Golden Pavilion (Kinkaku-ji), a glittering structure that is the only one of its kind in the world; the serene Arashiyama Bamboo Grove; and the historic Gion district, center of geisha culture. An old school tea ceremony, real food and still parks would enlighten a visitor in culture.
Siem Reap, Cambodia
Siem Reap serves as a door to the stunning Temples of Angkor Wat, Cambodia’s link to its past. Adventurers can plunge into some of the world’s oldest ruins, wander among the hawker-happy markets showcasing local crafts or enjoy classical Khmer dance performances. And some tasty treats in Siem Reap really add to the experience while tasting the flavors that emanate from Cambodia’s special cultural make-up.
Langkawi, Malaysia
Langkawi is a place to simply relax and soak up the sun, take a dip in the sea, swim, jet-ski and eat basically. Nature lovers can explore mangrove swamps, jungle trails or take in the island from panoramic cable car rides. Langkawi offers the best of both worlds – from luxury and adventure to natural beauty.
Palawan, Philippines
Palawan – This charming province in the Philippines offers beautiful beaches, crystal clear waters, and an abundance of wildlife. Key destinations include El Nido and Coron’s lagoons and limestone cliffs, as well as the globally-recognized Underground River in Puerto Princesa. There are diving and snorkelling experiences here which bring to life the abundant coral reefs and marine life.
Singapore
It’s also a city of contrasts: skyscrapers abutting lush urban parks, conversations in a dozen languages, historic neighborhoods rubbing elbows with new immigrants. With icons like Marina Bay Sands, Gardens by the Bay and the Orchard Road shopping district, Singapore is one of a cosmopolitan city. Hawker centers also draw artificial foodies searching for the most authentic local flavors.
Maldives
The Maldives The epitome of tropical luxury, the Maldives are globally recognised for their crystal-clear lagoons, powdery white-sand beaches and overwater villas. From its quiet beaches and all-inclusive resorts, to adventures in the deep blue of the Caribbean, there is something for newlyweds and honeymooners to love whether it’s romance, relaxation, or some of the best diving in the world.Bonaire is synonymous with paradise. Snorkeling, diving and sun-set cruise are just a few of the nature-based activities that are offered that are simply inspiring in the world of natural wonders.
All of the destinations are only some of the qualities that have proved we are people of the heart of Asia – that’s its colour, diversity and places to go and make love in, in the coming months.
Two experts take us through the online travel landscape that’s unfolding in the US, and in the region, and share tips on how agents can build up their Web presence. Jennifer Welker reports. 12 Oct 2000
What do the top three US websites, Amazon, eBay and Travelocity have in common? None of them are profitable – yet.
Patrick Lai, vice president of e-commerce, Abacus International, said there were three phases to Internet evolution.
The first phase is to have a presence on the Net, the second to create partnerships with other websites to bring more people to one’s own site and finally to start doing real business in the third phase.
“No one is there yet in terms of phase three. Most travel sites are still in the first phase and moving on to the second phase. Survival depends on how deep their pockets are,” Lai said.
Although money is the driving force behind website survival, many companies in the US and abroad are paying the price for being seen on the Internet by an emerging audience.
Peter Styn, director of AC Nielson eRatings.com, has examined global Internet usage in the US over the past five years and 62 percent of all global users were from the US alone, in 1995.
Today, that percentage is down to 40 percent and, in 2005, Styn predicted that figure would drop to 27 percent.
These percentages are a reflection of Internet usage worldwide and certainly an encouraging sign to Internet companies which want to be viewed around the world.
Looking specifically at travel sites, there are significant increases in online travel browsing and bookings. AC Nielson eRatings.com keeps track of the “looker vs booker” rates to determine the activity at each travel site.
“It is interesting to note that 94 percent of the Travelbase.com audience is coming from referrals,” Styn said.
“The Travelbase.com portal is Yahoo.com, and this is evidence that the popularity of this travel site is linked to the portal.”
There are two basic types of travel sites: single-purpose and multi-purpose. Styn said single-purpose sites were designed for airlines or hotels while multi-purpose sites were one-stop shops with “full services” offering links to other sites.
“Such partnerships are crucial for success.
Most are currently single supplier sites, offering just one airline or hotel and this creates restrictions for the user. To survive, they will have to change to multiple supplier sites,” he said.
Other challenges US online travel sites are facing is handling the more complicated longhaul journeys, Styn said.
Most sites offer simple point A to B itineraries and cannot carry out complex, longhaul bookings. Styn predicted that more alliance sites will be created for the airlines which are forming partnerships.
Further as airlines grow uneasy with websites such as Travelocity.com and Priceline.com, he said they were buying into new sites such as Orbitz and Hotwire to compete.
Since the online travel industry was relatively new to Asia and Internet companies wre only just beginning to collect database information on their audiences, Styn said that eRatings was currently analysing the development of the websites and comparing them to the traditional practices of travel preparation.
Home»ASIA» Jeminay Port’s Tourism Surge: China-Kazakhstan Visa Exemption Attracts Thousands
Friday, July 18, 2025
The China-Kazakhstan border has seen a boost in tourism traffic in 2025 after China and Kazakhstan agreed to allow their citizens to travel without a visa. Jeminay Port, as a key portal in the Xinjiang Uygur Autonomous Region of China, has also turned into a hot spring for cross-border travelers. The measure allows people from either country to visit the other for 30 days without a visa, promoting a more fluid movement and economic interchange.
Cross-border travel through Xinjiang’s Altay region has spiked in the wake of the policy at Jeminay Port. The port had seen over 49,000 tourists and 12,000 vehicles by mid-July 2025, a record for this time of year. The daily crossing of the border has reached more than 830, thanks to the increasing willingness to travel back and forth between China and Kazakhstan, particularly in the summer vacation season.
Impact of the China-Kazakhstan Visa Exemption Policy
The China-Kazakhstan visa exemption policy, which came into effect earlier this year, has simplified cross-border travel, with a notable rise in tourism from both nations. According to official reports, this initiative is proving successful in driving cross-border tourism, with large groups and individual travelers taking advantage of the opportunity to explore new regions. Tour operators in Xinjiang have reported a sharp increase in travel consultations, particularly for Kazakhstan-themed packages that range from 1 to 30 days, demonstrating the growing interest in the region.
Xinjiang’s proximity to Kazakhstan, coupled with the ease of access now provided by the visa exemption, has made it an attractive destination for tourists looking to explore the cultural richness of both regions. The port has become a gateway for visitors from Kazakhstan to explore Xinjiang’s vast natural landscapes and historical sites, while also offering easy access for Chinese tourists to discover the cultural treasures of Kazakhstan.
Rising Popularity of Cross-Border Tours
The rise in tourism has not been confined to just one sector. Self-driving tours, in particular, have experienced a boom, with many tourists opting for flexible, independent travel between the two countries. Tour operators in Xinjiang have responded to this demand by expanding their offerings to cater to a wider range of travelers. This trend reflects the growing demand for customized experiences that blend local culture and international exploration.
Travel agencies have noticed a sharp rise in self-driving tours between Jeminay Port and Kazakhstan, particularly in May and June. The growth in self-guided tours demonstrates the changing preferences of travelers who now seek more freedom and flexibility in planning their itineraries. As a result, local tour companies are now offering packages that cater specifically to the needs of these travelers, ensuring a seamless and enjoyable journey.
Efforts to Facilitate the Surge in Tourism
In response to the surge in cross-border tourism, Jeminay Port authorities have undertaken a series of measures to ensure smooth operations and a positive experience for travelers. The Jeminay Port Entry-Exit Border Inspection Station has introduced several optimizations to manage the increased flow of tourists effectively. These include forecasting travel waves, which helps to ensure that peak travel times are managed more efficiently, and providing clear procedural guides for travelers to follow.
Furthermore, the border inspection station has implemented seasonal staffing adjustments to cope with the influx of visitors during peak months. Special “green channels” have been established for vulnerable groups, allowing for expedited processing to minimize waiting times and improve the overall experience for travelers.
Cultural Tourism Development and Future Plans
Looking ahead, the cultural tourism authorities in Xinjiang are focusing on developing combined “domestic plus international” travel products. These products aim to highlight Xinjiang’s natural beauty while offering easy access to neighboring destinations like Kazakhstan. The integration of domestic and international travel experiences will help create a more cohesive and attractive tourism package, drawing visitors from both within China and beyond.
The growth of cross-border tourism between China and Kazakhstan is not only beneficial for the tourism sector but is also expected to have significant positive impacts on the local economy. The increased number of tourists brings business opportunities to local hotels, restaurants, and attractions, boosting the region’s economy and fostering greater cultural exchange between the two nations.
Optimizing Travel Infrastructure for Continued Growth
The rapid growth in tourism has placed pressure on local infrastructure, but efforts are underway to address these challenges. Authorities have invested in improving transportation facilities, including enhancing roadways and transit systems that connect Jeminay Port to key tourist destinations. These improvements will help ensure that the region can accommodate growing visitor numbers in the future while maintaining high standards of service.
Local authorities are also working to promote the region’s rich cultural heritage, including ancient temples, traditional markets, and scenic landscapes, as part of their broader strategy to position Xinjiang as a major destination for international tourists. This approach aligns with the national goal of boosting tourism and fostering cultural diplomacy, both of which are critical for the long-term success of the sector.
Conclusion: A Bright Future for Cross-Border Tourism
Rapidly rising tourist flows at Jeminay Port are proof of the increasing popularity of cross-border travel between China and Kazakhstan. The launching of the 30-day mutual visa waiver scheme has contributed significantly to this trend, and ongoing efforts to improve tourism-related infrastructure in the region will continue to make the area more appealing as a destination. As travel culture keeps developing, the future of tourism between Xinjiang and Kazakhstan will have an encouraging prospect and broaden with ever deeper cultural exchanges.
References: China National Tourism Administration, Xinjiang Uygur Autonomous Region Tourism Bureau, Ministry of Foreign Affairs of the People’s Republic of China, Kazakhstan Ministry of Culture and Sports
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