Survey Shows Positive Outlook for Southeast Asian Tourism Industry

May 9, 2023

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Milieu Insight, Southeast Asia’s foremost consumer research company, recently surveyed 2,500 working individuals aged 20-65 in Indonesia, Thailand, Vietnam, Philippines, and Malaysia to gauge their travel plans for the upcoming summer. The results provide a positive outlook for the region’s tourism industry, with nearly 80% of respondents expressing a willingness to travel domestically.

According to the survey, almost half of the respondents plan to take two to three domestic trips this year, with 40% of Thai respondents planning four or more trips, the highest across the region for domestic travel intent. This suggests that travel companies should consider offering packages and promotions that cater to multiple trips to boost the frequency of travel.

Furthermore, the survey revealed that concerns about COVID-19 safety have diminished in most countries surveyed, except for the Philippines, which recorded the highest level of concern, likely due to the rise in cases in the country.

Regarding key considerations for domestic travel, travel spots and sceneries are top priorities for Indonesia, Thailand, and Vietnam, while safety tops the list for the Philippines. Regarding preferred destinations, Boracay in the Philippines, Bali in Indonesia, Da Nang in Vietnam, Sabah in Malaysia, and Phi Phi Island in Thailand are the top choices among respondents.

In addition, national carriers such as Philippine Airlines, Garuda Indonesia, and Vietnam Airlines are favoured by respondents from the Philippines, Indonesia, and Vietnam. In contrast, low-cost carrier AirAsia is the airline of choice for travellers in Malaysia and Thailand.

When planning activities, Southeast Asians proved to be foodies, with many planning food trips. Beach holiday activities were prevalent in the Philippines, while touring was a favourite activity for Thai respondents. Museum visits were also popular in Vietnam and Malaysia.

Overall, the survey highlights the importance of offering packages that cater to travellers’ preferences and the need for the tourism industry to focus on promoting domestic travel. With a diverse range of activities and destinations, the region has much to offer, and travel companies must take note of these trends to remain competitive.

To read more about the survey, visit the Milieu Insight website.