Asia Travel Pulse
Cruise Asia – Travel And Tour World
Copyright © Travel And Tour World – All Rights Reserved
Asia Travel Pulse
US government actions bite business travel
Companies are reducing their spend on travel and cutting down on trips, in response to continuing uncertainty and change with regards to US government actions.
This is according to findings from a new poll by the Global Business Travel Association (GBTA), tracking the sentiment and impact of US government actions on business travel. These latest findings reveal some ongoing as well as new and notable shifts since GBTA’s initial April 2025 poll on the same topic.
Nearly half of global travel suppliers surveyed now anticipate revenue losses (up from 37% three months ago), while more organisations are cancelling or relocating meetings from the US and/or shifting to virtual formats. US policy developments, such as trade tariffs, entry restrictions and cross-border advisories, are driving companies to reassess travel plans, tighten budgets and explore markets outside the US.
One-third of buyers (34%, versus 29% in April) continue to expect the number of business trips taken at their company will decline in 2025, as a result of US government actions.
International business travel is more likely to be impacted than domestic travel. Close to half of respondents (49%) expect declines in their international business travel versus 23% for their domestic/intra-regional business travel. Concerns have also increased in the areas of safety and duty of care and border detentions.
Other findings show that Europe and APAC are the top regions for companies seeking new trade partners outside the US, by 70% and 53% of respondents respectively, while one in five travel buyers globally (18%) say employees have declined US-based business trips due to concerns related to US government actions.
Suzanne Neufang, CEO of GBTA said: “This latest poll shows the business travel industry and corporate travel programs and professionals actively adapting to shifting geopolitics and evolving US policies. While overall demand currently remains resilient, the results underscore how economic uncertainty and US government actions continue to send ripple effects across the global travel landscape.”
Asia Travel Pulse
Southeast Asia Tourism Powerhouse Thailand Mirrors US, Australia, Cuba, Jordan and Iran in Alarming Freefall of Tourist Arrivals, New Update Inside
Friday, July 18, 2025
Thailand, long hailed as Southeast Asia’s tourism powerhouse, is now facing an unexpected reality—standing shoulder to shoulder with nations like the United States, Australia, Cuba, Jordan, and Iran in grappling with a significant drop in international tourist arrivals. Once considered a symbol of resilience and recovery in the post-pandemic travel rebound, Thailand has reported a sharp mid-year decline, echoing a broader global trend driven by political tensions, economic challenges, and shifting traveler sentiment.
The Bank of Thailand has already revised its 2025 visitor forecast downward, underscoring how fragile the industry remains despite optimistic early projections. This downturn isn’t isolated—other tourism giants are experiencing similar patterns, from policy-induced hesitation in the U.S. to regional instability in Jordan.
As the landscape continues to shift, it’s clear that even the most established travel destinations are not immune to the ripple effects of a changing global order.
Thailand Sees Sharp Decline in Tourist Arrivals, Raising Alarms for Southeast Asia’s Recovery
Thailand’s travel sector is facing a critical test as new data reveals a 5.62% drop in international tourist arrivals for 2025 compared to the same period last year. With just 17.75 million foreign visitors reported from January 1 to July 13, the world’s most tourism-dependent economy is seeing cracks in its recovery trajectory.
The numbers are more than a dip—they are a wake-up call. For a country that welcomed nearly 40 million visitors in 2019, the current slowdown casts a shadow over economic expectations and raises urgent questions for regional travel stakeholders.
Malaysia and China Still Lead, But Numbers Show Strain
Malaysia and China continue to be Thailand’s top two source markets, contributing 2.46 million and 2.44 million visitors respectively. However, even these traditionally strong feeder markets are underperforming.
While Malaysia’s cross-border traffic has been steady, the sharp slowdown from China is a deeper concern. Thailand had anticipated a stronger resurgence from Chinese outbound tourism, especially after the lifting of travel restrictions and the restart of group tours.
Instead, mixed economic signals in China, safety perceptions, and changing traveler behavior appear to be weighing heavily on recovery.
Revised Forecasts Reflect Growing Uncertainty
Last month, the Bank of Thailand revised its 2025 full-year forecast for tourist arrivals down from 37.5 million to 35 million. The correction underscores a more cautious outlook amid global inflation, fluctuating airline capacity, and currency volatility.
Thailand’s inability to return to its pre-pandemic record of 39.9 million arrivals in 2019 suggests structural changes in international travel demand. More travelers are now opting for alternative destinations in Southeast Asia, diluting Thailand’s once-dominant position.
Economic Impact Is Immediate and Far-Reaching
Tourism accounts for roughly 12% of Thailand’s GDP and supports millions of jobs. A 5.62% year-on-year drop means billions in lost potential revenue across hotels, airlines, restaurants, retail, and local transportation.
Small and mid-sized businesses—especially in cities like Chiang Mai, Phuket, and Krabi—are particularly vulnerable. The ripple effect touches everything from airport traffic to artisanal markets, slowing down momentum that had just started building after years of pandemic-induced standstill.
For a country heavily reliant on tourism dollars, the implications are both social and economic.
What’s Behind the Decline? A Deeper Dive
Multiple factors are shaping Thailand’s tourism struggles in 2025:
- Airfare Inflation: Rising fuel prices and limited airline capacity have kept international ticket prices high, especially on long-haul routes.
- Visa Challenges: Delays and procedural friction in visa approvals are discouraging potential visitors from key markets.
- Security and Safety Concerns: A spike in regional incidents has slightly impacted perceptions, particularly among cautious family travelers.
- Competition from Neighbors: Countries like Vietnam, Indonesia, and the Philippines have ramped up tourism marketing and diversified their experiences, pulling travelers away from Thailand.
- Shifting Travel Patterns: Global travelers are leaning into off-the-beaten-path destinations, longer stays in fewer places, and hybrid work-leisure trips—trends that don’t fully align with Thailand’s traditional tourist model.
Policy Response Will Define the Next Chapter
The pressure is now on Thai policymakers and tourism authorities to act swiftly. That includes:
- Expanding bilateral visa waivers and simplifying e-visa systems.
- Boosting regional airport infrastructure to attract more direct flights.
- Increasing promotion in emerging markets like India, Russia, and the Middle East.
- Supporting SME tourism operators with digital marketing, financing, and training.
- Diversifying offerings to appeal to remote workers, digital nomads, and eco-conscious travelers.
Thailand must now market more than just its beaches. It must reintroduce its heritage, wellness assets, cuisine, and countryside experiences to a new generation of post-pandemic explorers.
Airlines and Hotels Adapting to Lower Traffic
Airlines serving Thailand are recalibrating capacity. Thai Airways, Singapore Airlines, and AirAsia have adjusted frequencies to match softening demand, while hotels are leaning into domestic tourism campaigns and value-added offers to fill rooms.
Luxury hotels in Bangkok and beach resorts in Phuket are promoting wellness retreats, culinary experiences, and flexible bookings to capture hesitant international travelers.
New hospitality players are also shifting toward long-stay formats and apartment-style accommodations, targeting digital nomads and extended-stay guests.
A Changing Landscape for International Travel in 2025
The first half of 2025 has painted a complex picture for the global travel and tourism industry. While some destinations continue to enjoy a modest recovery from the pandemic slump, others are experiencing a worrying downturn driven by a blend of political instability, economic headwinds, and regional security concerns. Countries like Thailand, the United States, Cuba, and Jordan—longstanding tourism magnets—are now struggling to maintain momentum as international arrivals falter and sector revenue shrinks.
This analytical overview unpacks the latest data, explores the multifaceted causes behind the downturns, and considers the broader implications for economies heavily reliant on tourism.
Thailand: From Tourism Giant to Regional Cautionary Tale
Thailand has long held the crown as Southeast Asia’s most visited destination, renowned for its beaches, cultural treasures, and vibrant street life. But from January 1 to July 13, 2025, the nation recorded a 5.62% year-on-year drop in foreign tourist arrivals, totaling 17.75 million visitors, according to Reuters and the UN World Tourism Organization (UNWTO).
At first glance, the figure might seem moderate. However, the decline is significant in the context of Thailand’s ambitious post-pandemic recovery efforts. The Bank of Thailand has now downgraded its annual tourist target from 37.5 million to 35 million, a stark reminder of shifting global travel patterns.
Why Are Tourists Holding Back?
Thailand’s two top source markets—Malaysia (2.46 million) and China (2.44 million)—still provide substantial inflows, but not at the levels previously anticipated. Chinese outbound tourism, in particular, is weaker than expected. Lingering economic uncertainties in China, tightened household budgets, and concerns about regional safety have all contributed to the decline.
Additionally, a strong Thai baht is making travel to the country more expensive, especially for tourists from lower-income countries. Other contributing factors include visa process confusion, inconsistent entry policies, and intense regional competition, particularly from destinations like Vietnam and Indonesia that are doubling down on travel marketing and incentives.
United States: Global Perception and Policy Create Barriers
The United States has experienced a staggering 11.6% drop in international arrivals in March 2025, with major source markets like Germany, Spain, the UK, Canada, and South Korea recording double-digit declines. Over the full year, international tourism demand is forecast to fall by 9.4%, according to data from the World Travel & Tourism Council and Middle East Eye.
The economic fallout is already substantial—an expected $12.5 billion reduction in tourism revenues for 2025.
Cuba: Sanctions and Isolation Choke Tourism Recovery
Cuba’s hopes of reviving its once-thriving tourism industry have been dealt a major blow in 2025. The Caribbean nation saw a 33% drop in inbound tourist arrivals during Q1, largely due to the reimposition of U.S. sanctions, economic mismanagement, and ongoing infrastructural challenges.
Traditional Markets Dry Up
Cuba’s traditional source countries—Canada, Spain, Russia, Italy, and the United States—have all reported notable declines. Although there has been a small increase in Chinese tourist arrivals, thanks to recent visa-free agreements and new direct flight routes, it’s not enough to offset broader losses.
The island’s reliance on tourism as a core component of its economy means this decline has had a direct and immediate impact. Hotel occupancy rates are down, cruise visits are shrinking, and foreign exchange inflows have been severely affected.
Without significant policy reforms and infrastructural upgrades, Cuba risks long-term damage to its tourism brand.
Jordan: Regional Conflict Drags a Promising Market into Turmoil
Jordan’s hospitality sector, particularly iconic destinations like Petra, has suffered immensely in the wake of renewed conflict in the Middle East. Between mid-September and early October 2024, flight bookings to Jordan dropped by 35%, directly tied to the regional instability arising from the conflict in Gaza.
Petra: From Tourism Jewel to Ghost Town
One of the most telling statistics: hotel occupancy rates in Petra plummeted to just 10%, putting thousands of small businesses at risk and threatening local employment in the region’s tourism-dependent economy.
Although Jordan itself has remained stable, perception is reality in tourism. Travelers associate the broader region with danger, often skipping destinations near conflict zones, even if they are technically safe.
Iran and Syria: Lingering Instability Limits Recovery
Syria’s tourism has virtually collapsed, with a 98% decline in arrivals since 2010. Civil conflict and international sanctions continue to isolate the country. Iran, despite reopening in 2022, is also underperforming due to visa complications, safety concerns, and outdated infrastructure.
What’s Driving the Decline?
Tourism experts identify four major causes:
- Political and policy barriers: Visa restrictions, unfriendly rhetoric, and diplomatic tensions are deterring potential travelers.
- Security fears: Perceptions of instability—even in safe areas—are keeping tourists at bay.
- Currency and cost concerns: Strong currencies like the U.S. dollar and Thai baht make trips expensive.
- Geopolitical disruptions: Wars, sanctions, and viral boycotts are leading to sudden drops in demand.
The Road Ahead
For affected countries, the tourism downturn isn’t just about lost visitors—it’s about lost jobs, revenue, and national brand value. Solutions lie in visa reforms, reassurance campaigns, and diversifying source markets. If not addressed swiftly, these declines may leave lasting damage on economies that rely heavily on international travel.
The Bigger Picture: A Regional Wake-Up Call
Thailand’s dip is not isolated. It reflects a broader fragility in Southeast Asia’s tourism recovery. As global economies balance inflation and recession fears, leisure travel—especially discretionary long-haul trips—may face headwinds.
That puts pressure on ASEAN countries to collaborate, share data, and craft collective strategies for travel resilience. Regional tourism corridors, multi-country itineraries, and shared aviation pacts could be the way forward.
The era of mass tourism is evolving, and Thailand must evolve with it.
Conclusion: Time to Rethink, Rebuild, and Reimagine
Thailand’s 2025 mid-year tourism data isn’t just a statistic—it’s a signal. One that tells us recovery is not guaranteed, and leadership in tourism must now be earned, not assumed.
For travelers, it may be business as usual. But for the industry, this is a pivotal moment to reset. With smart policy, renewed investment, and creative storytelling, Thailand can still reclaim its place as a global tourism leader.
But it must act now—because the competition is only getting stronger, and the world is watching.
Asia Travel Pulse
Japan Now Linked With South Korea, Vietnam And Thailand As Latest Tourism Arrivals From China Decline And Malaysia Rises, Here’s How ASEAN Tourism Is Changing
Friday, July 18, 2025
The regional tourism in Southeast Asia has changed over the past few years, influenced by the increase in Chinese tourists. Thailand, Asean’s No 1 draw for Chinese tourists in the past, has seen a huge plunge in tourist arrivals. This turnaround has led to Malaysia overtaking Thailand as the top tourist destination in Southeast location for Chinese tourists. At the same time other countries such as Japan, South Korea, and Vietnam have also experienced a mix of influence on the tourism divestment while also indicating uneasy dynamics at play.
Chinese Tourism Decline in Thailand
For years, Thailand has been the cornerstone of Southeast Asia’s tourism industry, particularly for Chinese travelers. However, recent data reveals that Chinese arrivals in Thailand have dropped by more than 34% compared to pre-pandemic levels. According to official reports from Thailand’s Ministry of Tourism and Sports, the downturn is not just a temporary blip but a prolonged trend. The projections for Chinese arrivals in 2025 suggest they will remain well below pre-2019 numbers, with the country expected to receive fewer Chinese tourists in the coming years.
Several factors contribute to this significant drop. One of the primary reasons is a perceived lack of security. Reports of high-profile crimes, particularly those involving Chinese tourists, have spread widely on social media. These incidents have heightened concerns about personal safety and contributed to the decision of many Chinese nationals to seek safer destinations. With security fears amplified by the global digital presence of incidents, Thailand’s appeal to Chinese travelers has diminished.
Moreover, issues such as poor communication and the absence of targeted marketing campaigns have compounded the problem. Unlike some of its regional counterparts, Thailand has struggled to implement effective, tourism-friendly policies that cater specifically to the Chinese market. While other ASEAN countries have capitalized on improving infrastructure and offering tailored services for Chinese visitors, Thailand has not kept pace with these changes.
Malaysia’s Rise as Southeast Asia’s Premier Chinese Tourism Hub
In contrast to Thailand’s decline, Malaysia has taken proactive measures to attract Chinese tourists, resulting in a surge in arrivals. With government policies such as visa exemptions and direct flights between China and Malaysia, the country has positioned itself as the new leader in ASEAN tourism for Chinese travelers. According to the Tourism Malaysia report, Chinese tourist arrivals have increased significantly since Malaysia eased visa restrictions and ramped up efforts to market itself as a safe, attractive destination for international tourists.
In addition to policy changes, Malaysia’s appeal lies in its diversity and rich cultural experiences, which are resonating with Chinese visitors. The country offers a wide variety of experiences, from the bustling metropolis of Kuala Lumpur to the idyllic beaches of Langkawi, making it a desirable alternative to Thailand’s previously dominant tourism offerings. Malaysia’s commitment to enhancing the Chinese tourist experience, including providing Mandarin-speaking guides and tailored promotions, has been a key factor in this growth.
Japan and South Korea: Competing for Chinese Tourists in Northeast Asia
While Southeast Asia’s tourism industry grapples with the shifting tides of Chinese arrivals, countries like Japan and South Korea are also emerging as strong competitors. Japan has long been a favorite destination for Chinese tourists, known for its combination of traditional culture, high-tech cities, and scenic landscapes. Despite the challenges of the global pandemic, Japan has rebounded strongly, attracting large numbers of Chinese visitors with the help of relaxed travel restrictions, revamped visa policies, and a focus on providing an authentic, culturally immersive experience.
South Korea, another popular destination for Chinese tourists, has faced similar growth. Although South Korea had witnessed a dip in arrivals in 2020, the country is seeing a sharp recovery in 2024. Government efforts to boost tourism, including collaborations with local businesses and luxury brands, have played a significant role in appealing to the high-spending Chinese market. South Korea’s entertainment industry, particularly K-pop and Korean dramas, continues to fuel Chinese interest, with tourists visiting for both cultural and entertainment experiences.
Vietnam’s Growing Popularity Among Chinese Tourists
Vietnam, though not traditionally a top destination for Chinese travelers, has experienced a significant rise in popularity over recent years. The Vietnamese government has worked diligently to promote tourism, particularly targeting the Chinese market. Direct flights from major Chinese cities like Guangzhou and Beijing to Vietnamese hubs such as Hanoi and Ho Chi Minh City have made it easier for Chinese tourists to access the country.
Vietnam’s appeal lies in its affordable prices, vibrant culture, and natural beauty, which have drawn the attention of younger Chinese travelers. The country’s coastal areas, such as Da Nang and Phu Quoc Island, are particularly popular for beach vacations. Furthermore, Vietnam’s status as an emerging destination for eco-tourism and cultural experiences has helped it tap into the growing trend of sustainable travel among Chinese tourists.
The ASEAN Tourism Outlook: What’s Next?
Looking ahead, the tourism outlook for ASEAN countries will continue to be shaped by the evolving preferences of Chinese tourists. While countries like Malaysia, Japan, and South Korea have strategically positioned themselves to capture a larger share of the Chinese tourism market, Thailand’s decline highlights the importance of addressing safety concerns and modernizing infrastructure to remain competitive. ASEAN governments must consider the shifting trends in travel behavior, particularly as travelers become more conscious of safety, sustainability, and cultural authenticity.
The influence of the Chinese market is undeniable, but other factors such as the growing popularity of regional tourism and the rise of long-haul travel markets will also contribute to shaping the future of tourism in Southeast Asia. Countries like Vietnam are poised to benefit from these trends, while Japan and South Korea may continue to dominate the Northeast Asian market.
Conclusion: The Future of Chinese Tourism in ASEAN
The future of Chinese tourism in ASEAN is dynamic and multifaceted. As Malaysia continues to rise as a leading destination for Chinese travelers, Thailand, Japan, South Korea, and Vietnam will all be vying for their share of the market. For Southeast Asia’s tourism sector, adapting to the changing preferences of Chinese travelers will be crucial for long-term success.
The bottom line among ASEAN countries is that those who can move first on security, niche policies, and creative marketing will be able to keep and even increase the Chinese tourist base. As the region is shaping up for rebuilding its tourism industry, nations that cater to the interests of international tourists especially from China will become the next to take the lead in the ASEAN tourism race.
-
The Travel Revolution of Our Era3 weeks ago
‘AI is undeniably reshaping the core structure of the hospitality ecosystem’: Venu G Somineni
-
Brand Stories7 days ago
The Smart Way to Stay: How CheQin.AI Is Flipping Hotel Booking in Your Favor
-
Mergers & Acquisitions1 week ago
Amazon weighs further investment in Anthropic to deepen AI alliance
-
Brand Stories2 weeks ago
Voice AI Startup ElevenLabs Plans to Add Hubs Around the World
-
Mergers & Acquisitions6 days ago
How Elon Musk’s rogue Grok chatbot became a cautionary AI tale
-
Asia Travel Pulse2 weeks ago
Looking For Adventure In Asia? Here Are 7 Epic Destinations You Need To Experience At Least Once – Zee News
-
AI in Travel2 weeks ago
‘Will AI take my job?’ A trip to a Beijing fortune-telling bar to see what lies ahead | China
-
Mergers & Acquisitions1 week ago
UK crime agency arrests 4 people over cyber attacks on retailers
-
Mergers & Acquisitions2 weeks ago
ChatGPT — the last of the great romantics
-
Mergers & Acquisitions1 week ago
EU pushes ahead with AI code of practice
You must be logged in to post a comment Login