Thailand Joins Japan, Vietnam, South Korea, Indonesia, the Philippines and Taiwan as Asia’s Most Welcoming Destinations for American Travelers Seeking Slow Travel Experiences in 2026!

Published on
February 6, 2026

Southeast Asia’s tourism industry, once a powerhouse of global travel, continues to face an uneven recovery in the aftermath of the COVID-19 pandemic. While some countries, like Vietnam and Malaysia, have shown remarkable growth in their inbound tourist numbers, others, such as the Philippines and Thailand, are still struggling to return to pre-pandemic levels. By 2024, the six major tourism markets in Southeast Asia—Thailand, Vietnam, Singapore, Malaysia, Indonesia, and the Philippines—welcomed nearly 114 million international visitors, a recovery to about 89% of 2019’s numbers. However, disparities in recovery rates highlight the challenges faced by each country in the region. In this article, we will explore how Southeast Asia’s diverse tourism markets are navigating this recovery phase, with a special focus on key destinations like Vietnam, Thailand, and Malaysia.

The Slow Road to Recovery: Southeast Asia’s Struggles Post-Pandemic

When the pandemic began, international tourism across Southeast Asia was effectively halted. In 2019, the region recorded over 127 million inbound tourists. Thailand was the leader, drawing nearly 40 million visitors, followed by other nations like Vietnam and Malaysia. However, 2020 saw this figure plummet to just 2.6 million, a devastating decline due to global lockdowns. Fast forward to 2024, and the region has made some progress, recovering about 89% of its 2019 figures. Despite this, certain countries are still lagging behind.

Countries like Vietnam have bounced back incredibly well, driven by a strong recovery in tourism from nearby countries like China and South Korea, making it one of the fastest-growing tourism destinations in Southeast Asia. Meanwhile, countries like Thailand and the Philippines are grappling with challenges, despite their position as key regional players.

Vietnam: A Booming Tourism Hub on Track to Surpass Pre-Pandemic Numbers

Vietnam‘s tourism recovery is perhaps the most impressive in the region. In 2024, the country welcomed 17.5 million international visitors, just shy of the 18 million recorded in 2019. The first half of 2025 has seen over 10 million tourists, with South Korean and Chinese visitors making up nearly half of the country’s inbound tourism. This is a significant surge, especially given Vietnam’s reliance on tourism to fuel its growing economy.

For travelers, Vietnam offers a rich mix of historical sites, stunning beaches, and vibrant cities. Hanoi, Ho Chi Minh City, and Ha Long Bay continue to draw attention, offering a blend of old-world charm and modern attractions. The boom in Vietnam’s tourism is helping the country’s broader economic recovery, with its tourism sector becoming an essential pillar in driving growth.

Travel Tip: Vietnam is perfect for those seeking cultural immersion, from traditional markets to ancient temples. Travelers should consider exploring off-the-beaten-path destinations like Phu Quoc or Sapa for an authentic experience away from the crowds.

Thailand: Leading the Region but Facing Headwinds

Thailand, the regional tourism leader, welcomed 35.5 million visitors in 2024. Despite this impressive number, the country faces challenges in returning to its pre-pandemic peak of 40 million tourists. In the first half of 2025, the country saw a 5% decline in tourist arrivals compared to the previous year. This sluggish recovery is alarming given Thailand’s heavy reliance on tourism, particularly in cities like Bangkok, Chiang Mai, and Phuket.

The country’s tourism recovery is now being threatened by several factors, including economic uncertainty and rising competition from other regional destinations. Additionally, the shift towards sustainable and eco-friendly tourism is prompting many travelers to explore newer, less crowded destinations, which has affected Thailand‘s visitor numbers.

Travel Tip: While popular tourist spots like Bangkok and Phuket are still must-visits, those seeking quieter getaways should explore places like Koh Samui, Pai, and Chiang Rai, which offer more intimate experiences with nature.

Malaysia: Close to Pre-Pandemic Levels and Gaining Ground

With 25 million tourists in 2024, Malaysia is nearly back to its pre-pandemic numbers, just short of the 26 million visitors it attracted in 2019. The country has benefited from its proximity to Singapore, with many visitors crossing the border for short stays. This is evident in the high number of day-trippers, or “excursionists”, whose numbers push Malaysia’s total visitor count up to 38 million when included.

The country’s growth is driven by key attractions such as Kuala Lumpur, Penang, and Langkawi, which continue to lure both regional and international visitors. Malaysia’s diverse culture, world-class shopping, and stunning natural landscapes, such as the Cameron Highlands and Borneo, are central to its tourism appeal.

Travel Tip: For a more diverse experience, try Penang’s heritage trails, Kuala Lumpur’s vibrant food scene, and Langkawi’s relaxing beaches, which combine urban and natural experiences for an unforgettable trip.

Indonesia: Slow and Steady Wins the Race

Indonesia, with 13.9 million visitors in 2024, is showing a steady recovery, especially with key destinations like Bali continuing to draw attention. However, Indonesia’s tourism is concentrated in specific areas, and the slow pace of recovery allows the country to better manage tourist inflows, especially in Bali, which has been facing challenges such as resource depletion and over-tourism.

The Indonesian government has been careful to balance growth with sustainability, allowing the recovery to occur at a pace that is manageable for local ecosystems and resources. This gradual rebound is welcomed by businesses and regulators who are working to maintain Indonesia’s reputation as a sustainable destination.

Travel Tip: While Bali remains an iconic destination, visitors should explore other Indonesian gems like Yogyakarta, Komodo Island, and Raja Ampat to avoid the over-tourism pressure in Bali and experience more untouched natural beauty.

The Philippines: Struggling to Attract Visitors

The Philippines has struggled the most in Southeast Asia’s tourism recovery. Despite attracting 8 million visitors in 2019, it saw a significant decline in 2024, with only 5.4 million international tourists arriving. The country’s struggle to recover is attributed to several factors, including competition from neighboring countries and its limited tourism infrastructure in certain regions.

However, the Philippines continues to be an appealing destination, particularly for beach lovers and divers. Islands like Palawan, Boracay, and Cebu are still seen as paradisiacal, making the country an attractive option for those seeking an island escape.

Travel Tip: The Philippines is home to some of the best diving spots in the world. For those interested in underwater adventures, head to Tubbataha Reefs or Anilao for an unforgettable diving experience.

Key Takeaways: Southeast Asia’s Uneven Tourism Recovery

The Southeast Asian region’s tourism recovery is a complex and multifaceted issue. While Vietnam, Malaysia, and Indonesia show significant progress, others like Thailand and the Philippines are struggling to regain their pre-pandemic status. This uneven recovery highlights the need for tailored strategies to support the specific needs of each destination.

For travelers, this means more options to explore as the region adjusts to changing tourism demands. Whether seeking cultural experiences, beach holidays, or adventure tourism, Southeast Asia offers diverse opportunities for all types of travelers.

As tourism rebounds, businesses, governments, and tourists alike must work together to ensure sustainable growth, safeguarding the region’s natural and cultural treasures for future generations.