Thailand And China Join South Korea, Japan, Malaysia, Vietnam, Indonesia, And Other Nations In Strengthening Asia Tourism Surge, Propelling Travel To New Levels In 2025

Published on December 18, 2025

Thailand and China are leading the way in fast-tracking Asia’s tourism growth in 2025, joining other key nations like South Korea, Japan, Malaysia, Vietnam, and Indonesia in reshaping the region’s travel landscape. As global tourism rebounds, these countries are benefiting from a combination of strong regional demand, evolving travel preferences, and an increasing number of long-haul travelers. The rise of Millennials and Gen Z travelers, along with new infrastructure investments and innovative tourism experiences, is fueling this surge, positioning Asia as the world’s most sought-after region for diverse travel experiences in the coming years.

As global travel continues its remarkable recovery in 2025, Asia has emerged as a key powerhouse in driving tourism demand. With regions like Southeast Asia experiencing a renaissance in international tourism, countries such as Thailand, China, South Korea, Japan, Malaysia, Vietnam, and Indonesia are propelling the industry forward. According to Trip.com Group’s 2026 travel forecast, Asian destinations are set to lead the pack, attracting millions of visitors from around the world. With the surge in bookings and a growing desire for authentic cultural experiences, the region’s tourism is poised for a new era of growth.

Thailand: A Tourism Hotspot in 2025

Thailand continues to be a major destination for international tourists, with its tropical beaches, rich culture, and vibrant cities drawing travelers from all corners of the globe. In 2025, Thailand ranks as one of the most sought-after destinations, alongside China and Japan, for travelers from Southeast Asia and beyond. The tourism sector has benefited significantly from both regional travel and long-haul visits, making it an essential part of the Asian travel boom.

The Kingdom’s thriving hospitality industry, luxury resorts, and entertainment venues have made it a favorite for both leisure and business travelers. The forecasted growth from markets such as Indonesia, Malaysia, Singapore, and South Korea underscores Thailand’s enduring appeal as a go-to destination for adventure, culture, and relaxation. With its iconic cities like Bangkok and Phuket, along with hidden gems like Chiang Mai and Krabi, Thailand offers an unparalleled diversity that keeps it at the forefront of global tourism.

China: A Rising Giant in Global Tourism

China’s tourism scene is seeing a dramatic surge, with the country rapidly catching up to its regional counterparts as a top global destination. According to Trip.com Group’s 2026 data, flight bookings to China are expected to grow at triple-digit rates, especially among Southeast Asian travelers. Major cities such as Shanghai, Guangzhou, and Chengdu are drawing international visitors seeking to experience China’s unique blend of ancient culture and modernity.

China’s appeal is magnified by its rich history, cultural landmarks, and natural wonders. From the Great Wall to the Forbidden City, and the limestone mountains in Wulong, China is attracting tourists with a diverse range of experiences. The recent growth in tourism to secondary cities like Beijing and Xi’an further demonstrates the country’s broadening appeal, offering visitors more than just the traditional tourist sites. As China accelerates its tourism recovery, it stands as a major player in Asia’s tourism resurgence in 2025.

South Korea: A Leader in East Asian Tourism

South Korea continues to be a tourism powerhouse in East Asia, with its vibrant city life, cutting-edge technology, and rich cultural heritage attracting millions of international visitors. South Korea has seen a remarkable rise in popularity, particularly among travelers from Southeast Asia, as the country’s mix of history, cuisine, and modern attractions resonates with a wide array of tourists.

K-pop, Korean drama, and Korean cuisine have solidified the country’s cultural influence worldwide, with visitors flocking to places like Seoul and Busan to immerse themselves in the Korean wave. The government’s efforts to promote tourism and enhance visitor experiences, particularly with improved infrastructure and luxury offerings, have positioned South Korea as a premier travel destination for the coming years. The future of tourism in South Korea looks bright, with continuous growth expected in 2025 and beyond.

Japan: The Pinnacle of Cultural and Modern Tourism

Japan’s continued success as a leading global tourism destination is undeniable. According to Trip.com Group, Japan is forecast to remain the world’s most popular destination for international tourists in 2025, retaining its top spot thanks to its blend of traditional culture and cutting-edge modernity. The nation’s rich history, stunning landscapes, and technological innovations are major draws for visitors, with cities like Tokyo, Osaka, Kyoto, and Hokkaido expected to see record numbers of international visitors.

Japan’s tourism sector benefits from both regional travel from ASEAN countries and long-haul flights from the United States, Europe, and Oceania. In particular, Japan’s food scene, vibrant urban culture, and beautiful natural landscapes, such as Mount Fuji and the cherry blossom season, are major selling points for travelers. The country’s infrastructure, including its world-renowned bullet trains and seamless connectivity, makes it an easy and convenient destination for tourists of all backgrounds.

Malaysia: A Thriving Jewel of Southeast Asia

Malaysia remains one of Southeast Asia’s most dynamic and fast-growing tourism destinations. With a variety of attractions that range from pristine beaches to bustling urban centers like Kuala Lumpur, Malaysia offers something for every type of traveler. According to Trip.com Group’s forecast, Malaysia continues to see strong tourism growth in 2025, attracting visitors not only from nearby ASEAN nations but also from Europe and the Middle East.

Tourism in Malaysia is buoyed by its cultural heritage, diverse cuisine, and stunning natural landscapes. From the tropical rainforests of Borneo to the iconic Petronas Towers in Kuala Lumpur, Malaysia continues to captivate visitors. The country’s emphasis on eco-tourism and luxury resorts also plays a significant role in drawing affluent travelers. Malaysia’s growing popularity as a regional hub for both leisure and business tourism promises to continue into the future.

Vietnam: Rising Stars of Southeast Asia Tourism

Vietnam’s rise as a tourism destination is nothing short of remarkable. With its breathtaking natural beauty, rich history, and vibrant cities, Vietnam is fast becoming a must-visit destination in Southeast Asia. In 2025, Vietnam is expected to see a surge in tourism, particularly from neighboring countries in ASEAN as well as long-haul markets.

The country’s rich cultural heritage, which includes UNESCO World Heritage sites like Hạ Long Bay and the ancient town of Hội An, makes it an appealing destination for travelers seeking history and adventure. The recent growth in Vietnam’s tourism sector has been bolstered by government initiatives that focus on sustainable travel, infrastructure development, and promoting off-the-beaten-path destinations. As Vietnam’s reputation grows as a cultural and eco-tourism hub, it remains one of Southeast Asia’s top travel destinations.

Indonesia: A Tourism Powerhouse with Expansive Appeal

Indonesia, with its diverse cultures, stunning landscapes, and iconic islands like Bali, has long been a favorite for international tourists. In 2025, Indonesia’s tourism sector is expected to see continued growth, driven by a mix of regional travel and international visitors seeking both adventure and relaxation. With attractions ranging from the rich culture of Java to the pristine beaches of Bali, Indonesia offers a wide variety of experiences that appeal to a broad audience.

The country’s tourism authorities have placed significant focus on sustainability and eco-tourism, ensuring that the growing number of visitors can enjoy the country’s beauty without harming the environment. Indonesia’s continued rise in tourism reflects its global appeal as a top Southeast Asian destination.

Turkey: A Rising Star in European Tourism

Turkey is emerging as one of Europe’s most attractive tourism destinations, with its rich blend of history, culture, and scenic beauty. In 2025, Turkey is expected to see a surge in tourism, especially from European markets like Germany. The country’s unique position straddling both Europe and Asia gives it an unparalleled cultural diversity, offering travelers a mix of ancient ruins, vibrant cities, and breathtaking landscapes.

Cities like Istanbul, with its iconic Hagia Sophia and Blue Mosque, and the fairy-tale landscapes of Cappadocia, continue to captivate international visitors. Turkey’s popularity as a luxury travel destination is also on the rise, with high-end resorts and wellness retreats offering travelers world-class amenities. Turkey’s appeal as a destination for both history buffs and adventure seekers makes it one of the standout destinations in Europe for 2025.

The Future of Asia’s Tourism in 2025 and Beyond

The tourism landscape of Asia is experiencing an exciting transformation, with Southeast Asia and China at the forefront of global travel trends. In 2025, travelers are seeking experiences that go beyond the typical tourist attractions. Millennials and Gen Z are particularly driving this shift, favoring unique, authentic, and often off-the-beaten-path experiences over traditional mass tourism.

As Asia’s tourism sector grows, countries like Thailand, China, South Korea, Japan, Malaysia, Vietnam, and Indonesia are leveraging their unique cultural assets, natural beauty, and modern infrastructure to attract a new generation of travelers. From immersive cultural tours to eco-friendly and sustainable travel options, Asia’s tourism growth promises to be diverse and dynamic in the years to come.

Thailand and China are driving Asia’s tourism growth in 2025, alongside South Korea, Japan, Malaysia, Vietnam, and Indonesia, thanks to a surge in regional and global travel demand. Their strategic investments and appeal to Millennials and Gen Z travelers are fueling this unprecedented rise.

As we move into 2025, the synergy between these nations’ tourism industries will set the stage for a new era of travel. With continued investment in infrastructure, sustainability, and cultural promotion, Asia’s tourism sector is poised to become the global leader in driving the next wave of international travel.