As reported in THE STATE OF SOUTH ASIA 2023 report published by the Center for ASEAN Studies on the ISEAS-Yusof Ishak Institute, Japan emerges as probably the most preferred holiday resort for Southeast Asians, rating first within the category of probably the most favorite travel destination amongst travelers from the region.
Considering that as many as 27.3% of respondents selected Japan as their dream vacation, it is clear that the Land of the Rising Sun captivates the imagination of many individuals. Impressively, this preference for Japan crosses borders, being the preferred alternative in six ASEAN member states, including Thailand (52.1%), Indonesia (37.2%), Singapore (34.1%), Brunei (28, 3%), Philippines (28.3%)) and Burma (20.9%). It’s a testament to Japan’s charm that encompasses cultural, historical and contemporary interests, attracting travelers from all walks of life across Southeast Asia.
However, while Japan holds probably the most appeal, the European Union (EU) also attracts significant attention, accounting for 15.3% of Southeast Asians’ travel aspirations. Vietnam particularly stands out because the country for which the EU has the very best preference, with 30.1% of Vietnamese respondents expressing a desire to experience Europe’s diverse set of cultures and landscapes. At the identical time, within the Southeast Asian region itself, the popular travel destination for some is the Association of Southeast Asian Nations (ASEAN), especially in Malaysia (24.2%) and Cambodia (28.4%). These numbers highlight not only the appeal of international travel, but in addition the regional appreciation for the varied offerings in Southeast Asia.
Digging deeper into each country’s preferences reveals various travel desires. For example, while a major 37.2% of Indonesians wish to experience the wonders of Japan, a whopping 24.2% of Malaysians express a desire to explore neighboring Southeast Asian countries. Similarly, the Philippines (28.3%), Singapore (34.1%), and Thailand (52.1%) show significant aspirations for Japanese escapades, underscoring Japan’s continued appeal to many Southeast Asian populations. Additionally, Vietnam (26.5%) also shows strong interest in Japan, reflecting a broader trend of admiration for The Land of the Rising Sun amongst travelers from Southeast Asia.
