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Malaysia Surpasses Thailand To Become Southeast Asia’s Most Visited Destination In 2025

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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.

Thailand Faces Declining Tourist Numbers Amidst Rising Competition

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.



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Asia Travel Pulse

Jeminay Port’s Tourism Surge: China-Kazakhstan Visa Exemption Attracts Thousands

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July 18, 2025

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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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Thailand Faces Tourism Threat as Vietnam Accelerates Infrastructure Development and Rivals Its Dominance in Southeast Asia

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July 18, 2025

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Home » Thailand Travel News » Thailand Faces Tourism Threat as Vietnam Accelerates Infrastructure Development and Rivals Its Dominance in Southeast Asia

Friday, July 18, 2025

Vietnam is now the second major tourism hub in Southeast Asia, upstaging popular Thailand, whose position is threatened by the pace of investment in infrastructure aimed at luring more tourists to Vietnam. It’s not just the bullet trains or the efforts to build iconic attractions in its cities like Hanoi or Da Nang. These rates of investment have greatly enhanced Vietnam’s tourism offer and is a major threat to Thailand’s hold on the region. While Vietnam develops its transport infrastructure and access to luxury, Thailand has to raise its game to stay ahead in a fast-changing tourism world.

Thailand is facing growing concerns about its position in the global tourism market as neighboring countries, particularly Vietnam, ramp up their investments in infrastructure and tourism development. Vietnam’s swift investments, including high-speed railways and iconic projects in cities like Hanoi and Da Nang, have placed it in direct competition with Thailand, which has long been a dominant tourism hub in Southeast Asia.

The National Soft Power Strategy Committee in Thailand has issued a cautionary note regarding the country’s tourism industry. The committee emphasized that Thailand must not underestimate its regional competitors, especially Vietnam, which is aggressively developing tourism infrastructure. This includes not only high-speed railways but also the construction of new attractions, as well as the introduction of luxury hotel chains that elevate the destination’s appeal to affluent travelers.

At the SPLASH 2025 Soft Power Forum, Marisa Sukosol Nunbhakdi, chairwoman of the Tourism Subcommittee, addressed the pressing issue. She noted that while Thailand has remained a top destination for tourists, it cannot afford to rest on its laurels. There is an urgent need for new investment in Thailand’s tourism infrastructure, especially in man-made development projects, to ensure it retains its competitive advantage. Without such strategic investments, Thailand risks losing its edge to emerging competitors like Vietnam.

One of Vietnam’s most significant advancements is the rapid development of its transportation network. The country has invested heavily in high-speed railways, a move that promises to reduce travel times between major cities, making it easier for tourists to explore the country’s diverse attractions. This is expected to boost Vietnam’s tourism appeal, offering more efficient and convenient travel options for visitors.

In addition to transportation, Vietnam has been attracting high-end international hotel brands, further enhancing its tourism profile. Capella Hanoi, for instance, is a luxurious property designed by renowned architect Bill Bensley, reflecting the country’s growing appeal as a destination for luxury travelers. This project is part of a broader strategy to attract upscale tourism, positioning Vietnam as a rival to destinations like Thailand, which has long been known for its beach resorts and vibrant cities.

Furthermore, Hanoi is undergoing a major transformation with the construction of the Hanoi Opera House, which is expected to become a new cultural and architectural icon for the capital. The project is poised to further elevate Hanoi’s status as a top cultural destination in Southeast Asia. This, combined with other planned developments in Hanoi and Da Nang, is contributing to the rise of Vietnam as a tourism powerhouse in the region.

Da Nang, in particular, has seen significant improvements in its tourism infrastructure, including new luxury hotels, resorts, and entertainment complexes. These developments have helped transform Da Nang into one of the most popular tourist cities in Vietnam. With its growing reputation as a destination for both leisure and business travel, Da Nang is quickly becoming a strong competitor to Thailand’s popular resort areas such as Phuket and Krabi.

As Vietnam continues to develop its tourism infrastructure, Thailand faces the challenge of maintaining its appeal. While Thailand is known for its rich cultural heritage, stunning beaches, and world-class resorts, the country must continue to innovate to remain a leader in the region. The tourism industry in Thailand must look beyond traditional attractions and focus on modernizing infrastructure and creating new, unique experiences for visitors.

Thailand’s government and tourism industry leaders are now recognizing the importance of diversifying the country’s tourism offerings. The aim is to attract not only traditional tourists but also those seeking new experiences, including luxury travelers, digital nomads, and adventure tourists. Investment in infrastructure projects such as new airports, enhanced public transportation systems, and eco-friendly resorts will be essential in ensuring Thailand’s continued dominance in the tourism sector.

Moreover, Thailand’s tourism industry must adapt to the changing preferences of travelers. There is an increasing demand for sustainability, wellness tourism, and immersive cultural experiences, areas where Thailand has significant potential. The country is home to some of the world’s most beautiful beaches, ancient temples, and rich cultural traditions. By focusing on these areas and integrating modern amenities and eco-friendly practices, Thailand can stay ahead of the curve and maintain its position as a top destination.

Vying for tourism demand, Thailand is now facing competition from Vietnam which has been actively promoting its tourism with the development of infrastructure, such as high-speed trains and landscaping of iconic landmarks in major cities. The investments are helping make Vietnam an emerging challenger to Thailand, which has long led Southeast Asia in tourism.

While Thailand has long been a leader in Southeast Asia’s tourism industry, the country must acknowledge the growing competition from regional players like Vietnam. To maintain its competitive edge, Thailand must invest in new infrastructure, attract high-end international brands, and innovate in tourism experiences. With strategic investments and a focus on sustainability and unique experiences, Thailand can continue to be one of the world’s most sought-after destinations for travelers. However, the time to act is now, before other countries such as Vietnam gain further ground.



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Change of plans as Barcelona youngster now set to travel for Asia pre-season tour

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July 18, 2025

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It’s been a whirlwind start to FC Barcelona’s pre-season, especially in the goalkeeping department.

Joan Garcia has arrived as the new starter, Wojciech Szczesny has signed a renewal, Inaki Pena remains with the first team despite being expected to leave, and Marc-Andre ter Stegen has not trained on the pitch due to back issues that may require surgery.

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If the club captain goes under the knife, he will be sidelined until January, staying in Barcelona for recovery.

Diego Kochen set to travel to Asia

Now, according to SPORT, Diego Kochen appears set to travel to Asia for Barcelona’s pre-season tour as the third-choice goalkeeper behind Garcia and Szczesny.

Though he is yet to be seen at Ciutat Esportiva, the report claims that Barça are fast-tracking his paperwork so he can join the team for the upcoming Asian tour.

With Ter Stegen set to miss out through injury, the current plan is for Pena to remain in Barcelona to sort out his next move, while Kochen joins Garcia and Szczesny on the trip to Japan and South Korea.

Kochen set to join Szczesny and Garcia on the Asia tour. (Photo by Alex Caparros/Getty Images)

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Originally, the young American was expected to begin the preseason under Juliano Belletti with the reserve team.

Kochen had doubts about staying in the Segunda RFEF, especially after limited playing time last season while often serving as third-choice for the first team.

The logistics of combining that role with long away trips in the Primera RFEF also made the situation less appealing.

Though nothing is final yet, Barcelona are preparing Kochen to step in. The Catalans see him as a long-term asset and want him to gain experience by training with the first team while playing regularly with Barça Atletic.

Kochen has been training hard during the summer back in Florida, staying match-fit. The youngster will now join the first-team setup and most likely fly to Asia.



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