Vietnam And Malaysia Join Japan, Uzbekistan, China, India, And Other Asian Nations In Surpassing Thailand Tourism Performance In Record-Breaking 2025: New Updates You Need To Know

Published on December 27, 2025

Vietnam and Malaysia have joined Japan, Uzbekistan, China, India, and other Asian nations in surpassing Thailand’s tourism performance in record-breaking 2025, driven by relaxed visa policies, improved infrastructure, and robust promotional campaigns. This significant shift in Southeast Asia’s tourism landscape has been fueled by Vietnam’s exceptional growth, expected to exceed 21 million foreign visitors, and Malaysia’s successful strategies to boost tourist arrivals. Meanwhile, Thailand’s tourism numbers have declined due to safety concerns and regional instability, allowing these rising stars to overtake it as the region’s top destinations. This shift marks a new chapter in the region’s tourism dynamics, with several countries setting historic highs despite global challenges.

In 2025, Vietnam and Malaysia have emerged as tourism powerhouses in Southeast Asia, surpassing previous records and redefining the region’s travel dynamics. Both nations, alongside Japan, Uzbekistan, China, and India, have surpassed Thailand’s tourism performance, a country once regarded as the dominant tourism hub of Southeast Asia. This remarkable shift has been fueled by relaxed visa policies, improved infrastructure, and government-backed promotional campaigns, leading to record-breaking arrivals and providing new tourism opportunities across the region.

Vietnam: A Tourism Success Story

Vietnam’s tourism industry is thriving like never before. On December 15, 2025, the country welcomed its 20 millionth foreign visitor, marking an extraordinary milestone for its tourism sector. This was a first for Vietnam, a nation that has seen rapid growth in inbound tourism, fueled by an impressive 21% growth rate this year. The United Nations World Tourism Organization (UNWTO) has officially recognized Vietnam as one of the fastest-growing tourism markets in the world.

The country’s tourism success can be attributed to several key factors: an expansion of international flight routes, relaxed visa policies, and significant infrastructure upgrades. With projections to exceed 21 million foreign visitors by the end of 2025, Vietnam is set to surpass its previous record of 18 million set in 2019, prior to the COVID-19 pandemic. With a booming tourism sector, Vietnam has become a leading destination in Southeast Asia, not only for regional travelers but also for those from Europe, the U.S., and beyond.

Phu Quoc, an island in the south of Vietnam, is one of the primary hubs driving these numbers, attracting foreign tourists seeking its pristine beaches and luxury resorts. Additionally, Vietnam’s major cities, including Hanoi, Ho Chi Minh City, and Da Nang, are witnessing an increasing number of tourists thanks to their vibrant cultures, historical landmarks, and rapidly evolving infrastructures.

Malaysia’s Rise as a Tourism Destination

Meanwhile, Malaysia’s tourism sector is also on a fast track to success. The country welcomed 28.2 million international tourists in the first eight months of 2025, marking a 14.5% increase compared to the previous year. This growth is expected to continue, with Malaysia’s “Visit Malaysia 2026” campaign acting as a major driver in attracting visitors from around the world. The campaign’s ambitious target of 31.4 million tourists for 2025 will likely be surpassed, positioning Malaysia as one of Southeast Asia’s tourism giants.

Tourist arrivals from China have been particularly strong, contributing to Malaysia’s impressive growth. With the recent surge in Chinese tourist numbers, improved air connectivity, and revamped tourism promotion efforts, Malaysia is expected to exceed even its 2025 tourism targets. Additionally, the Malaysian government has worked to ease visa restrictions, providing a more accessible entry point for travelers from various regions, including Europe, Asia, and the Middle East.

Popular destinations like Kuala Lumpur, Langkawi, Penang, and the Cameron Highlands have benefitted from this growing influx of international tourists. These areas, already famous for their natural beauty and cultural diversity, are being transformed into more vibrant, accessible, and sustainable tourism hubs.

Japan and Uzbekistan: Record-Breaking Successes

Japan’s tourism industry has continued to rebound with impressive results in 2025. Surpassing its previous record of 36.87 million tourists in 2024, Japan welcomed over 39 million visitors by November 2025. The country’s appeal remains strong due to its unique blend of modern and traditional attractions, from bustling urban centers like Tokyo to the serene landscapes of Kyoto and the cultural richness of Hokkaido. Japan’s marketing strategies, combined with infrastructure improvements such as new airports and high-speed rail links, have made it a top contender in the Asian tourism sector.

Uzbekistan, another rising star in Asia’s tourism industry, has also seen exponential growth. The Central Asian nation’s tourism sector is up a remarkable 73% from 2019, with more than 10 million international visitors expected in 2025. Uzbekistan’s ancient Silk Road heritage sites, including Samarkand, Bukhara, and Khiva, have captured the attention of travelers seeking to explore the crossroads of history and culture in a largely untapped region of the world. Uzbekistan’s efforts to streamline visa procedures and enhance travel infrastructure have played a significant role in this tourism surge, with the UNWTO naming it one of the fastest-growing destinations globally.

China and India: Strong Performers in Asia’s Tourism Landscape

China, a tourism powerhouse in its own right, continues to perform strongly in 2025. The country remains a critical source market for many Southeast Asian countries, and its growing number of outbound tourists is contributing heavily to the overall regional growth. While specific year-end figures are pending, China’s tourism sector is projected to perform at an all-time high, significantly boosting its neighbors in Southeast Asia.

India, too, has been making strides in both inbound and outbound tourism. As both a source and destination market, India is witnessing increased numbers of international visitors, with more travelers coming to experience the country’s diverse cultural offerings, ancient monuments, and natural wonders. India’s own tourism sector is growing rapidly, driven by both government initiatives and improved flight connectivity, with Southeast Asia being a significant region for Indian outbound travelers.

Thailand: Struggling to Maintain Its Lead

Once the undisputed leader in Southeast Asia’s tourism market, Thailand has faced significant challenges in recent years, resulting in a decline in its tourism numbers. As of early December 2025, Thailand’s arrivals had dropped by 7% to 30 million, a stark contrast to the 40 million tourists the country received in 2019.

Several factors have contributed to this downturn. In January, the high-profile abduction of Chinese actor Xing Xing led to a cancellation of many trips by Chinese tourists, one of Thailand’s largest visitor groups. In addition, a deadly earthquake in Myanmar caused tremors in Bangkok, damaging infrastructure and affecting the tourism industry. Escalating military clashes along the Thai-Cambodian border have also raised safety concerns, with some countries issuing travel advisories for travelers heading to Thailand.

Despite these setbacks, Thailand is expected to see a rebound in tourism by the end of 2025, though it remains unclear if it will ever return to the heights of 2019. The country will need to address its internal security and safety issues, as well as enhance its global tourism offerings to compete with the rising stars of Southeast Asia.

Cambodia’s Struggles and Other Southeast Asian Players

Cambodia, once a popular destination for travelers in Southeast Asia, has also faced challenges in 2025. The country’s tourism reputation took a hit following a series of online scams targeting South Korean tourists, resulting in a drop in visitor numbers. The South Korean government issued advisories to its citizens to avoid certain areas, including Phnom Penh and Sihanoukville. As of October 2025, Cambodia had attracted only 4.75 million tourists, an 11.6% decrease from the previous year.

While Thailand, Cambodia, and the Philippines face setbacks, countries like Indonesia and Laos are reporting positive growth. Indonesia welcomed over 12.76 million visitors in the first 10 months of 2025, a 10% increase, with key markets including Malaysia, Singapore, Australia, and India. Meanwhile, Laos, with 3.8 million visitors, saw a 13% increase, showcasing the growth potential of less-explored destinations in Southeast Asia.

Asia’s tourism landscape in 2025 is undergoing significant changes, with countries like Vietnam and Malaysia now leading the charge. Relaxed visa policies, improved infrastructure, and targeted promotional campaigns have allowed these nations to surpass Thailand’s previous tourism dominance, with Vietnam and Malaysia poised to become the new regional giants.

Meanwhile, Japan, Uzbekistan, China, and India have solidified their positions as tourism powerhouses, driving the overall growth of the Asian travel market. While Thailand continues to struggle with safety concerns and declining visitor numbers, Southeast Asia remains a vibrant and dynamic region, offering numerous opportunities for travelers and investors alike.

Vietnam and Malaysia have surpassed Thailand’s tourism performance in 2025, driven by relaxed visa policies, improved infrastructure, and strategic promotional efforts, while Thailand struggles with safety concerns and regional instability. This shift marks a new era in Southeast Asia’s travel landscape, with Vietnam and Malaysia leading the charge.

The rise of Vietnam, Malaysia, and other emerging destinations signifies a shift in regional tourism trends. As the global tourism industry recovers and continues to evolve, these countries are set to lead the way, offering unique and diverse experiences for travelers across the globe.