Malaysia becomes most visited country in Southeast Asia

According to the latest statistics from the Immigration Department of Malaysia, the country has surpassed Thailand to top Southeast Asia in terms of the number of international tourists in the first 11 months of this year.

Vietnam ranked fourth with 11.2 million visitors, behind Thailand and Singapore.

Those visiting Malaysia from Singapore accounted for the largest figure with more than 12.6 million, followed by Indonesia with 3.1 million. The number of visitors from Thailand, China, Brunei, and India stood at 2 million, 1.4 million, 900,000, and 780,000, respectively.

Although the target number for visitors in 2024 has not been announced, many experts predict that Vietnam could welcome up to 15 million next year.

To achieve a rapid recovery like Thailand, a rival of Vietnam’s tourism industry in Southeast Asia, experts also agree that Vietnam needs more attractive promotion campaigns and new products.

According to Varun Grover, country head of Vietnam for booking.com, the two nations have been successful in attracting foreign tourists, with a surge in travel demand in both markets, especially since international travel resumed.

However, Thailand has received 22.3 million foreign tourists over the year to date, more than double when compared to Vietnam.

"Flexibility remains a key driver of travel decisions, so industry players should prioritise leveraging technology to create a seamless experience, develop adaptable booking policies, and deliver great value to customers," said Grover.

"Contemporary travellers are placing a strong emphasis on sustainability and a desire to celebrate local communities. Furthermore, a strategic focus on tech-driven solutions can simplify and enhance the overall travel experience while also suggesting value-for-money options," he added.

According to booking.com, when it comes to the nationalities planning winter trips to Vietnam from December 1 to February 29, 2024, travellers from South Korea top the list, followed by Australia, the United States, Singapore, and the United Kingdom.

Booking.com also revealed the 10 most searched for domestic destinations by Vietnamese travellers between the same dates. These were Hoi An, Dalat, Ho Chi Minh City, Hanoi, Danang, Vung Tau, Phu Quoc, Nha Trang, Sapa, and Mui Ne.

Given its proximity to Vietnam, Bangkok tops the list of the most searched for international destinations by Vietnamese tourists over the year-end period.

Interestingly, the 10 most popular international destinations for winter travel are all within the Asia-Pacific region, with Bangkok being followed by Singapore and Tokyo.

Hanoi, Phu Quoc among top destinations in Asia (infographics)

Tourism activities in the Asia-Pacific region are responsible for generating the most emissions, exceeding the global average, according to information shared at Markethub Asia 2023 that took place in Thailand on November 22-23.

Vietnam is at risk of being left far behind rival Thailand in the race for more tourism revenues.

Sustainable tourism is now a mandatory requirement worldwide. Ha Van Sieu, deputy director of the Vietnam National Authority of Tourism, told VIR’s Hoang Oanh about the green development directions of Vietnam’s tourism industry.

Vietnam ranked second in Asia-Pacific in the rate of consumers’ frequency of art performance attendance inside and outside the country in the January-December period at 41 per cent, only after India at 45 per cent, according to the latest Green Shoots Radar report released by Visa, the world's leading electronic payment firm.