2025年东盟旅游展望报告-

ASEANTourism

Outlook2025Tableof

ContentsTableof

Contents

iListof

Figures

iiListofTables

iiiForeword

1Foreword

2Foreword

3Acknowledgements

4ExecutiveSummary

5Chapter1.ASEANTourismTrendsandOutlook

71.1.GlobalTourism

MarketTrends

71.2.ASEANTourism

MarketTrends

81.3.Tourism

Economic

Impact

151.4.ASEAN

Tourism

Outlook

181.5.Conclusionand

Policy

Implications

20Statistical

Annex

22Chapter2.

EvolvingConsumerBehaviourand

MarketSegmentation

272.1.Rationale:

Importance

of

Consumer

Behaviour

and

Segmentation

272.2.KeyShifts

in

Post-PandemicTraveller

Behaviour

292.3.

Key

MarketSegments

322.4.Implicationsfor

ASEANTourism

342.5.Conclusionand

Policy

Implications

36Chapter3.

Digitalisationand

Innovation

inASEANTourism

393.1.Role

of

Digitalisation

in

ASEAN

Tourism

Competitiveness

and

Resilience393.2.Impact

of

Digitalisation

inASEANTourism

403.3.Challengesto

DigitalisationofTourismSector

443.4.Strategic

Considerations

443.5.Conclusionand

Policy

Implications

45Chapter4.Sustainableand

ResilientTourism

Development

484.1.ASEANTourismStandards

484.2.ClimateAdaptationandGreenTourism

504.3.Community-basedand

HeritageTourism

(CBT)

524.4.Consciousand

ResponsibleTourism

554.5.Conclusionand

Policy

Implications

58References

59iListof

FiguresFigure

1.1.

Internationaltouristarrivalsandtourism

receipts

7Figure

1.2.

Mainfactorsweighingon

internationaltourism

in2025

8Figure

1.3.ASEAN:

Internationaltouristarrivalsandtourismreceipts

9Figure

1.4.

Internationaltouristarrivals,%change1

9Figure

1.5.

International

tourist

arrivals,2024(%

change

from

2019)

10Figure

1.6.

International

tourist

arrivals

in

ASEAN

destinations

(millions),202411Figure

1.7.

Regionalsourcesofinternationaltouristarrivals

inASEANdestinations

(%)11Figure

1.8.

Open

visa

policy

reciprocity

in

selected

economic

and

political

blocs,

2008

and

2023

(%)15Figure

1.9.Tourism

direct

GDP(TDGDP)as

%of

GDP

(2019)*

16Figure

1.10.Tourismdirect

GDP(TDGDP)as

%

ofGDP

16Figure

1.11.

Internationaltourism

revenuesasa

%oftotalexportsofgoods

and

services17Figure

1.12.

International

tourism

receipts,2024

(real%change

from2019)17Figure

1.13.

Internationaltouristarrivals

in

ASEAN:actual*andmodelled

(millions)19Figure

2.1.

B's

'Sustainability

Matrix

vs

Travel

Confidence'

and

Travel

Confidence

Index

2023

30Figure2.2.Change

in

length

oftravel

31Figure4.1.ASEANtourismstandards

bysegment

49Figure4.2.Climatevulnerabilities

intourism

51Figure4.3.

Five

mutually

reinforcingaction

areasneededtomovefromscatteredpilotstoarecognizableregional

CBT

54Figure4.4.ASEAN’s

responsibleðicaltourism

initiatives

56Figure4.5.Challenges

in

ASEANethicaltourism

57iiList

ofTablesTable

1.1.Top

15sources

of

international

tourist

arrivals

in

ASEAN,2019and

202412Table

1.2.

Intra-ASEAN

travel

in2024(thousands

of

international

tourist

arrivals)12Table4.1.CBTMarket

Readiness—

Four

Dimensionsat

a

Glance

53iiiForewordAs

Malaysia

assumes

theASEANChairmanshipin

2025,under

the

theme

“Inclusivity

and

Sustainability,”

it

is

my

distinct

honour

to

present

the

ASEAN

Tourism

Outlook

2025.

This

publication

representsoneofMalaysia’sPriority

Economic

Deliverables,

reflecting

ourshared

aspirationto

advanceamoreresilient,

inclusive,andforward-looking

ASEANtourism

landscape.Tourism

remains

a

cornerstone

of

ASEAN’s

economic

and

socialfabric.

It

is

not

only

avital

engine

of

growthbutalsoacatalystforregionalintegration,communityempowerment,

and

cultural

preservation.

Astheregion’stourismsectorcontinuestorecoverfromrecentglobaldisruptions,oureffortsmustmove

beyond

restoration

towards

transformation,

in

building

a

tourism

ecosystem

that

is

more

sustainable,

inclusive,and

resilient.The

ASEANTourismOutlook2025providestimelyinsightsandpolicyguidancetoadvancethis

transformation.

The

findings

highlight

three

key

priorities

essential

to

shaping

the

future

ofASEAN

tourism—evolving

consumer

behaviour

and

market

segmentation;

digitalisation

and

innovation;

and

sustainableandresilient

development.Through

collective

commitment

and

the

guiding

recommendations

outlined

in

this

Outlook,ASEAN

is

well-positionedtoemergeasagloballeaderinsustainable,inclusive,anddigitallyempoweredtourism.

Together,

wecanensurethattheregion’stourismdevelopmentcontinuestogeneratesharedprosperity,

strengthenculturalties,andcontribute

meaningfullytothe

ASEANCommunityVision

2045.Tiong

KingSingMinisterofTourism,Arts&Cultureof

Malaysia1ForewordTourismstandsasoneof

ASEAN'smostdynamicandpeople-centredsectors,drivingeconomicgrowth,

creating

millions

ofjobs,

and

strengthening

regional

integration.

Morethan

an

industry,

it

serves

as

a

bridgethat

connects

ourpeople,

celebrates

our

shared

heritage,

and

embodiesthespirit

of

ASEAN

unity.Asreflectedinthe

ASEANTourismOutlook

2025,theregion's

tourismsectorhasdemonstratedastrong

andsteadyrecovery.Bymid-2025,internationalarrivalshadreboundedto92%ofpre-pandemiclevels,

with

several

ASEANMemberStates

already

surpassing

their

2019benchmarks.

Thisremarkable

progressunderscoresthecollectiveresilienceofourgovernments,theinnovationof

our

tourism

industry,andtheenduringappealof

ASEANas

a

destination

ofchoice.SoutheastAsia

continues

to

emerge

as

a

powerhouse

in

global

tourism.

In

2024,

travel

and

tourism

contributed

9.7%

toASEAN'sGDP—equivalent

to

US$

379

billion—and

supported

42

million

jobs.

Lookingahead,theregionisprojectedtowelcomeover200million

internationalvisitorswithinthe

next

fiveyears.Yet

beyondthese

impressivefigures,

theTourism

Outlook

reminds

us

that

growth

must

go

hand

in

handwithsustainability,

inclusivity,and

innovation.Building

on

this

momentum,

we

recognise

that

recovery

is

not

the

destination—it

is

the

beginning.

ASEANtourismmustcontinuetoevolvetomeetchangingtravellerexpectations,embracedigitalisation,

and

champion

sustainable

practices

that

benefit

local

communities

and

preserve

our

natural

environment.

Throughdeeperregionalcooperationandforward-lookingstrategies,wecan

forgeamore

resilient,competitive,andsustainablefuturefor

ASEANtourism.TheASEAN

TourismOutlook2025offersvaluableinsightsintoourregion'sprogress,emergingtrends,

and

strategicdirectionsas

weshapethe

ASEAN

TourismSectoralPlan2026-2030.Icommend

Malaysiafor

its

important

leadership

inthis

initiativeandextend

mysincere

appreciation

to

allASEAN

MemberStates,theEconomicResearchInstitutefor

ASEANandEast

Asia(ERIA),and

UNTourismfor

theircontributionstothis

milestone

publication.Dr.

Kao

Kim

HournSecretary-Generalof

ASEAN2ForewordAs

ASEANchartsitscoursebeyond2025,tourismremainsa

vitaldriverof

theregion’seconomicgrowth

andsocialintegration.Morethanakey

industry,tourismreflects

ASEAN’s

rich

cultural

diversity,

natural

beauty,andcommunityspirit.

Thesector’srecoveryandrevitalisation

followingtheCOVID-19pandemic

havedemonstrated

notonlytheresilienceofpeople

but

also

capacityto

innovate

and

adapt.The

ASEAN

Tourism

Outlook

2025

captures

this

momentum.AsASEANprepares

for

its

post-2025

agenda,tourismwilladvance

three

strategic

priorities:

sustainability,

digital

transformation,

and

inclusive

growth.

The

future

ofASEAN

tourism

will

be

measured

by

the

number

of

arrivals,

quality,

resilience,andsustainability.Sustainabilitywillcrucialinshaping

ASEAN’stourism.Theregion’scommitmenttogreentransitionand

low-carbondevelopmentopenspathways

toreimaginetourismby

protectingthe

environment,

enhancingcommunitylivelihoods,andstrengtheningclimateresilience.

Achievingthisrequirespolicies

that

promotegreen

investments,sustainable

infrastructure,andresponsibletravel

practices.Digitaltransformation

is

emerging

as

a

catalystfor

revitalisingthesector.

From

data-driven

marketing

andsmartdestinationstodigital

payments

and

online

travel

platforms,

innovation

is

transforming

how

visitors

experience

ASEAN

and

how

local

businesses

engage

in

global

value

chains.

Empowering

MSMEs

with

digital

tools

and

skills

will

be

essential

to

ensure

that

tourism’s

digital

future

is

inclusive

andaccessible.Equallyimportantistheinclusivedimensionof

tourism.

A

people-centredapproach-

onethatempowers

local

communities,

youth,

and

women

entrepreneurs

-

can

turn

tourisminto

an

engine

of

shared

prosperity.Thefutureof

ASEANtourismmustensurethatgrowthisequitableandthateverycommunity

canbenefitfromtheopportunitiesofa

moreconnectedand

digitalised

region.ERIAisproudtosupport

ASEANinthis

journey.Throughpolicyresearch,capacitybuilding,andregional

co-operation,ERIAremainscommittedtohelpingASEANidentifypathwaysforinnovation,

sustainability,and

inclusiveness

intourism.ThisOutlook

providestimely

insights

intoemergingtrends,

investmentpriorities,andpolicydirectionstoguide

ASEAN’scollectiveactiontowardaresilient,

sustainable,and

inclusivetourismfuture.TheASEAN

Tourism

Outlook2025

invites

ustoworktogethertowardasharedvisionwhereASEAN’s

tourismsectorcontinuestoconnectpeople,cultures,andeconomieswhileadvancingthebroader

goal

ofsustainableand

inclusive

regionaldevelopment.TetsuyaWatanabePresidentofERIA(Economic

Research

Institutefor

ASEANand

EastAsia)3AcknowledgementsThe

ASEANTourismOutlook2025waspreparedbytheTourismDivisionof

the

ASEANSecretariatand

theEconomic

Research

Institutefor

ASEANandEast

Asia(ERIA)undertheguidanceofDr.

Aladdin

D.

Rillo,

Managing

Directorfor

Policy

DesignandOperationsofERIA.TheReportbenefitedfromthevaluablesupport,constructivecommentsandinputsprovidedby

ASEAN

Member

States,

particularly

the

Ministry

ofTourism,Arts

&

Culture

of

Malaysia,

and

NationalTourism

Organizations(NTOs)of

ASEAN.The

Report

also

benefitedfrom

insights

and

expertise

provided

by

Sandra

Carvao,

Directorof

Market

Intelligence,

Policies

and

Competitiveness,

Javier

Ruescas,

Senior

Programme

Officer,

and

Michel

Julian,SeniorProgrammeOfficerofWorldTourismOrganization(UNTourism);PavneshKumar,

Director

of

Project

Management,

and

Fernanda

Rodak,

Sustainability

&

Social

Responsibility

Project

and

Research

Coordinator

of

PacificAsiaTravelAssociation

(PATA);

and

IssaTorres,

Cécilia

Chopin,

andJérômeConilleau,whichgreatlyenrichedtheanalysisandfindings

ofthis

Report.Finally,

the

Report

acknowledged

excellent

contribution

of

Hilmy

Prilliadi,

DeniseAnn

Kamano,

Rian

MalikTambangi,and

Mayka

Risyayatul

Asnawiyahfrom

ERIAin

preparingthe

Report.4ExecutiveSummaryASEANtourism

is

almost

back

to

afull

recovery.As

ofend-June

2025,

international

tourist

arrivals

in

ASEAN

reached

92%

of

pre-crisis

levels,withViet

Nam

and

Lao

PDR

exceeding

2019

arrivals,while

Malaysiaand

Indonesia

hadalmostfully

recovered.That

number

isestimated

to

reach

96%

by

end

of

this

year.

This

positive

trend

reflects

the

resilience

of

the

region’s

tourism

sector

and

the

continued

attractivenessof

ASEANdestinations.As

a

result

of

a

strong

recovery

in

arrivals,

domestic

earnings

and

export

revenues

from

the

tourism

sectoralso

grew

strongly

in

2024,

reaching

US$132

billion

and

US$150

billion,

respectively.Although

tourism

receipts

and

total

revenues

are

still

below

their

pre-pandemic

levels,

the

economic

impact

of

tourism

to

the

region’s

economic

growth,

employment,

and

exports

of

goods

and

services

remains

significant.

In

2024,

intra-ASEAN

travel

also

continued

to

dominate

as

tourism

sub-markets

such

as

cruise

industryand

MICEexceeded

pre-pandemic

levels.While

the

capacityof

ASEAN

tourism

toreboundisencouraging,downsideriskswillimpactthe

recovery,

includingtheeffectsofevolvingglobaltradedynamicsand

geopolitical

tensions

on

tourism’s

growthprospects.Therefore,giventhecomplexlandscapefacingthe

region’stourismsector,

recovery

is

notenough.Toachieve

resilience,ASEANtourism

must

notonly

bounce

back;

it

musttransform.Threeissuesarecentraltothestructuraltransformationof

thetourismsector.Firstisevolvingconsumer

behaviour

and

market

segmentation.ASEAN’s

post-pandemic

tourism

recovery

is

not

a

simple

return

to

pre-pandemic

levels.Unlike

inthe

past,today’stourists

are

more

value

driven.

Safety

and

hygiene

are

nowbaseline

requirements.Sustainabilityandculturalrespectarenolonger

optionsbutare

essentialelementsoftourismvalue.Moreimportantly,personalisedapproachesarekeyconsiderations

for

the

choice

of

destinations.

At

the

same

time,

new

market

segments

and

types

of

tourists

have

emerged

such

as

conscious

travellers,

wellness

travellers,

cultural

enthusiasts,

and

digital

nomads.

They

represent

high

potentialmarketsthatcan

impactthechoiceof

more

diversified

destinations.Digitalisation

is

another

domain

to

transform

theASEAN

tourism

sector.

From

key

technologies

such

as

artificial

intelligence

(AI)

and

digital

personalisation

likecontactlesspaymentsand

e-visas,

integrating

digital

solutions

across

the

tourism

value

chain

is

crucial

to

re-define

visitor

experiences,

manage

destinations,

and

build

smarttourism

ecosystems.These

elements

are

essentialto

enhance

the

ASEANtourismsector’scompetitivenessandresilience.Finally,

despite

signs

of

recovery,ASEAN

tourism

still

faces

deep

vulnerabilities

like

climate

change,

disasters,

pandemics,social

inequities,

and

economic

downturns.WhileASEAN

hasthe

right

building

blocks

in

place

for

sustainable

and

inclusive

tourism,

outcomes

are

uneven.For

example,

implementation

costs

and

capacity

gaps

limit

the

adoption

of

sustainable

standards;

climate

risks

already

affect

key

destinations;

financing

for

green

tourism

and

community

projects

is

limited;

and

binding

codefor

ethical

and

responsibletourism

is

lacking.Therefore,to

ensure

a

sustainable

future,

tourism

musttransform

itself.Moreactionsare

urgently

needed.Movingforward,

theASEAN

tourism

sector

iswell

positioned

to

enter

a

new

phase

ofexpansion

this

year

and

in

the

next

five

years,

with

a

total

of

201

million

international

arrivals

projected

in

2030.

Nonetheless,thelessonsfromthepandemicfouryearsago,andthecurrentglobaluncertaintiesfaced

by

the

region,

are

clear:ASEAN

tourism

must

continue

to

navigate

ongoing

challenges

andissues

such

as

consumer

behaviour

shifts

and

market

segmentation

,

the

impact

of

digital

technologies

and

innovation,

and

tourism

sustainability

constraints.

The

goal

is

not

only

to

achieve

a

more

resilient

tourismsector,butasectorthat

is

more

inclusiveand

sustainableto

meetthe

challenges

ofthefuture.This

isthe

key

messageofASEAN

Tourism

Outlook2025.5Chapter

1ASEANTourismTrendsandOutlookTourismhaslongbeenacornerstone

of

ASEAN’seconomicgrowth

and

integration.

Beforethe

pandemic,

the

region

attracted

138.5

million

international

arrivals

and

generated

USD

146.9

billion

in

receipts

in

2019.1After

the

sharp

downturn

of

2020–2021,

the

sector

rebounded

strongly,

with

121

million

arrivals

and

USD

132

billion

in

receipts

recorded

in

2024.

Yet

the

recovery

remains

uneven:

whilesomedestinationshaveregainedmomentum,others

continueto

face

structuralconstraints,from

limited

connectivity

and

workforce

skills

to

climate

vulnerability

and

fragmented

governance.

ASEAN

stands

at

a

transformativejuncture

in

pursuingVision

2025

under

Malaysia’s

Chairmanship

theme

of

“inclusivityandsustainability.”Tourism

is

notonlyan

engine

ofeconomic

growth

but

also

a

catalyst

for

regionalintegration,socialcohesion,andcultural

preservation.1.1.

GlobalTourism

MarketTrendsInternational

tourism

recovered

pre-pandemic

levels

in

2024,

with

1470

million

international

arrivals

recordedglobally,slightly

abovethose

in2019,

the

year

before

the

COVID-19

pandemic

(Figure

1.1).

Byworld

regions,the

Middle

East

experiencedthestrongest

rebound,with

arrivals

in2024

exceeding

2019numbersby41%,while

Africasaw7%morearrivalsthanin2019.InEurope,

internationalarrivals

surpassed

pre-pandemic

levels

by

2%

in

2024,while

theAmericas

(-0.5%)

also

practically

recovered

those

levels.

Incontrast,

Asiaandthe

Pacific(-12%)wasstill

reboundingfromthe

crisis,

due

to

slower

re-openingandlifting

oftravel

restrictions.Inthefirst

halfof2025over690

million

tourists

travelled

internationally,

a

5%

increase

from

the

same

periodin2024and

4%abovepre-pandemicyear2019.Datareflectsstrongtraveldemand

fromJanuary

to

June,

despite

elevated

tourism

prices

and

mixed

traveller

confidence

due

to

geopolitical

and

trade

tensions.Therecoveryin

AsiaandthePacificreached92%

inthefirst

halfof2025(-8%fromthesame

periodin2019),while

most

regionscontinuedtoseesustainedgrowth

from

2024.Figure

1.1.

InternationaltouristarrivalsandtourismreceiptsSource:WorldTourismOrganization

(UNTourism),September2025TheSeptember2025surveyofthe

UN

PanelofTourism

Experts

pointsto

hightransport

and

accommodation

costs

and

other

economic

factors

as

themain

challengesimpactinginternational1

ASEANSecretariat

(2023).Tourism:TheSlow

Pathto

Recovery.

ASEANStatistics

Brief

No.

11,

November2023.7Source:WorldTourismOrganization

(UNTourism),

PanelofTourism

ExpertsSurvey,September2025Globally,internationaltourismreceiptsreachedarecord

USD

1.7trillion

in

2024,

an

11%

increase

over

2023,

and

14%

over

pre-pandemic

year

2019

(adjusted

for

inflation

and

exchange

rate

fluctuations).

Receiptsrecoveredfasterthaninternationalarrivalsduetohigherspendingpertripduringandafterthe

pandemic.

TravellersspentanaverageUSD1,160perinternationaltripin2024(inconstantUSdollars),

abovethe

pre-pandemicaverageofabout

USD

1,000

pertrip.Total

export

revenuesfrom

tourism,

consisting

of

USD

1.7trillion

in

internationaltourism

receipts

and

USD

0.3

trillion

in

passenger

transport

fares,

reached

USD

2.0

trillion

in

2024,

the

highest

in

the

historicalseries.This

represents6%oftheworld’stotalex