Southeast Asia Tourism Report 2025: 5 Countries Comparison & Golf Tourism Impact (Jan-Sep Analysis)

05 Southeast Asia Countries Tourism landscape in 9 months 2025 reveals a tale of divergent recoveries, shifting market dynamics, and evolving source markets. This comprehensive analysis examines tourism performance across five key destinations: Malaysia, Thailand, Vietnam, Indonesia, and Cambodia, based on 8-9 month data through 2025, with particular focus on implications for the region’s booming golf tourism industry.

5 Southeast Asia Countries Tourism Performance: Rankings and Trends (January-September 2025)

Based on available data from trusted sources and The Ministry of Tourism and Sports in each country through August-September 2025, Southeast Asia’s tourism hierarchy has shifted dramatically. International tourist arrivals (Jan–Aug/Sep 2025):

1. Malaysia: 28.2+ Million Visitors (8 months)

• Growth Rate: +14.5% year-on-year
• Status: Regional leader, overtaking traditional frontrunner Thailand
• Market Position: First in Southeast Asia for tourist arrivals in 2025
• Data source: https://www.travelandtourworld.com/news/article/southeast-asias-top-destination-malaysia-sees-surge-in-tourist-arrivals/

2. Thailand: 24.1 Million Visitors (9 months)

• Growth Rate: -7.56% year-on-year (decline)
• Revenue: 1,113,755 million baht (down 5.85%)
• Market Position: Former regional leader facing unexpected challenges
• Data Source: https://www.nationthailand.com/news/tourism/40056300

3. Vietnam: 15.4 Million Visitors (9 months)

• Growth Rate: +21.5% year-on-year
• Target Gap: Still far from 25 million annual target but showing strongest growth
• Market Position: Fastest-growing destination in the region
• Data Source: https://e.vnexpress.net/news/travel/vietnam-receives-15-4-million-foreign-tourists-in-9-months-4947707.html#:~:text=By%20Hoang%20Phong,to%20celebrate%20major%20national%20holidays.

4. Indonesia: 10.04+ Million Visitors (9 months)

• Growth Rate: +10.38% year-on-year
• Target: Government aims for 14-16 million for full year
• Market Position: Steady recovery and growth trajectory
• Data Source: https://www.bps.go.id/en/statistics-table/2/MTQ3MCMy/tourist-visits-abroad-by-month–visit-.html

5. Cambodia: 4.05 Million Visitors (8 months)

• Growth Rate: -5.6% year-on-year (decline)
• Challenge: Declining Thai and Vietnamese visitor numbers
• Market Position: Struggling with regional competition
• Data Source: https://english.news.cn/asiapacific/20251001/35ef98f17476447d97139bc100b6583a/c.html

Key Observations

The regional tourism landscape has experienced significant shifts. Malaysia overtook Thailand to become Southeast Asia’s most-visited country in early 2025, attracting 16.9 million visitors by May with a 20% year-on-year increase, while Thailand experienced an unexpected 7.56% decline despite its historical dominance.

Vietnam emerges as the growth champion with 21.5% year-on-year increase, though still behind Malaysia and Thailand in absolute numbers. This aligns with Vietnam’s recognition as the world’s fastest-growing tourism destination in the first half of 2025.

Source Market Analysis: Top tourist nationality to these 5 countries

1. China – China’s Performance Across Destinations:

• Vietnam: 3.8 million visitors (+43% YoY) – #1 source market
• Thailand: 3.41 million visitors (-34.97% YoY) – #2 source market
• Cambodia: 784,965 visitors (+45.7% YoY) – #3 source market
• Malaysia: Substantial 38.8% growth through May – major contributor

China shows divergent performance, massive growth in Vietnam and Cambodia, but significant decline in Thailand. This suggests Chinese tourists are diversifying destinations and seeking value, with Vietnam’s visa policies and new attractions proving particularly appealing.

Golf Tourism Impact: Chinese golf tourists represent a growing premium segment. Vietnam’s 43% increase in Chinese arrivals directly benefits golf courses targeting this market, particularly those offering Mandarin-speaking services and accepting Chinese payment platforms.

2. South Korea – South Korea’s Performance:

• Vietnam: 3.2 million visitors – #2 source market
• Thailand: 1.13 million visitors (-17.70% YoY) – #5 source market
• Indonesia: Major contributor among top three source markets

South Korea maintains strong presence but shows decline in Thailand. Korean tourists are golf tourism’s most valuable segment, known for early morning tee times, premium spending, and golf-focused itineraries.

Golf Tourism Impact: South Korea’s presence as Vietnam’s #2 source market is particularly significant for golf tourism. Korean golfers seek quality courses with Korean-speaking caddies and are willing to pay premium rates for excellent service and course conditions.

India – India’s Performance:

• Thailand: 1.77 million visitors (+15.28% YoY) – #3 source market
• Vietnam: 504,000 visitors – #6 source market
• Malaysia: 664,811 visitors (+32.0% YoY through May)

India shows consistent growth across all destinations, representing an emerging market with increasing purchasing power and travel propensity.

Golf Tourism Impact: Indian golf tourists are a growing segment, particularly for family golf vacations combining golf with cultural tourism. Their increasing numbers suggest opportunities for courses to develop India-specific packages.

Regional Intra-ASEAN Tourism

Malaysia Leading Regional Movement:

• Singapore to Malaysia: 8.34 million visitors (Malaysia’s #1 source)
• Thailand to Malaysia: 1.06 million visitors (+5.2%)
• Indonesia to Malaysia: 1.82 million visitors (+10.3%)

Thailand Facing Regional Declines:

• Malaysia to Thailand: 3.47 million (-7.05%)
• Singapore to Thailand: 680,000 (-1.65%)
• Taiwan to Thailand: 730,000 (-9.14%)

Cambodia Dependent on Regional Tourism:

• Thailand to Cambodia: 962,462 visitors (-28.2%) – #1 source
• Vietnam to Cambodia: 808,471 visitors (-6.9%) – #2 source

Golf Tourism Impact: Regional intra-ASEAN golf tourism represents weekend and short-break golf trips. Singapore golfers regularly visit Malaysian courses, while Thai golfers increasingly explore Vietnam. The decline in Thai outbound tourism to neighbors suggests domestic economic challenges.

Japan – Japan’s Performance:

• Thailand: 800,000 visitors (+5.39%) – #6 source market
• Vietnam: 617,000 visitors – #5 source market
• Indonesia: Among top three source markets

Golf Tourism Impact: Japanese golf tourists represent premium, experienced players seeking quality courses and exceptional service. Their steady presence indicates confidence in Southeast Asian golf products.

Russia – Unexpected Growth Market

• Thailand: 1.27 million visitors (+9.71%) – #4 source market
• Vietnam: 435,000 visitors – #8 source market

Russian tourism continues growing despite global geopolitical tensions, seeking warm-weather destinations with visa-free or visa-on-arrival policies.

Golf Tourism Impact: Russian golf tourists are a niche but growing segment, typically seeking package deals combining beach resorts with golf access.

Western Markets: Steady Recovery

United Kingdom:

• Thailand: 750,000 visitors (+13.66%)

United States:

• Thailand: 740,000 visitors (+5.59%)
• Vietnam: 622,000 visitors – #4 source market

Analysis: Western markets show steady recovery, with UK growth particularly strong. These markets represent high-value, extended-stay tourists.

Golf Tourism Impact: Western golfers, particularly from UK and US, represent the traditional golf tourism demographic—experienced players seeking bucket-list Asian golf experiences. Their presence validates course quality and international standards.

Country-Specific Deep Dive

Malaysia: The New Regional Champion

Success Factors:

• Strategic geographic position (Singapore proximity)
• Diverse attractions (cultural, beach, highland, urban)
• Visa-free policies for many source markets
• Competitive pricing
• Strong domestic and regional marketing

Source Market Strengths:

• Dominates Singapore weekend market (8.34M visitors)
• Strong Chinese growth (+38.8%)
• Robust Indian market (+32.0%)
• Regional ASEAN connectivity

Golf Tourism Position: Malaysia’s 200+ golf courses benefit from Singapore proximity for weekend golf, Chinese group tours, and Indian family golf vacations. The country’s position as regional leader strengthens its golf tourism infrastructure and investment appeal.

Thailand: Facing Unexpected Challenges

Decline Factors:

• 7.56% overall decline in tourist arrivals
• Massive 34.97% drop in Chinese visitors (from 5.2M to 3.4M)
• Regional market declines (Malaysia -7.05%, South Korea -17.70%)
• Revenue decrease of 5.85%

Remaining Strengths:

• Still attracts 24.1 million visitors (substantial absolute numbers)
• Growth in India (+15.28%), Russia (+9.71%), UK (+13.66%), US (+5.59%)
• Mature tourism infrastructure
• Strong brand recognition

Challenges:

• Competition from Malaysia and Vietnam
• Overtourism concerns in popular destinations
• Pricing pressures
• Chinese tourist shift to alternative destinations

Golf Tourism Impact: Thailand’s 300+ golf courses face increased competition but benefit from Western market growth. The decline in Chinese golfers may be offset by increasing Indian and Western golf tourists. Courses must adapt pricing and services to attract diverse markets.

Vietnam: The Spectacular Growth Story

Growth Drivers:

• Fastest-growing destination globally (+21.5% YoY)
• Massive Chinese market growth (+43%)
• Strong South Korean presence (3.2M visitors)
• Progressive visa policies
• New airport infrastructure
• Aggressive international marketing

Source Market Strengths:

• China: 3.8M visitors (+43%) – unprecedented growth
• South Korea: 3.2M visitors – golf tourism powerhouse
• Taiwan: 926,000 visitors
• Diverse global markets (US, Japan, India all in top 10)

Golf Tourism Position: Vietnam’s tourism boom directly benefits its 90+ golf courses. With Chinese and Korean visitors—both key golf tourism demographics—showing massive growth, golf courses are experiencing unprecedented international demand. The country’s 21.5% growth rate outpaces golf infrastructure expansion, suggesting pricing power and opportunity.

Challenges:

• Still 9.6 million visitors short of 25 million annual target
• Need for continued infrastructure investment
• Service quality standardization
• Balancing growth with sustainability

Indonesia: Steady Recovery Path

Performance Highlights:

• 10.38% growth rate
• 10.04+ million visitors through nine months
• Targeting 14-16 million for full year (achievable)

Source Market Strengths:

• Malaysia, Japan, South Korea as top sources
• Balanced market diversification
• Strong domestic tourism complementing international arrivals

Golf Tourism Position: Indonesia’s island geography creates unique golf tourism opportunities: Bali, Bintan, and Jakarta area courses attract different segments. Japanese and Korean golf tourists find Indonesia’s tropical island golf appealing, while Malaysian proximity benefits Batam and Bintan courses.

Cambodia: Struggling with Regional Competition

Challenge Factors:

• 5.6% decline in arrivals
• Massive 28.2% drop in Thai visitors (primary source market)
• 6.9% decline in Vietnamese visitors
• Heavy dependence on regional tourism

Bright Spots:

• Chinese visitor growth (+45.7%)
• Angkor Wat’s enduring appeal
• Emerging as budget-friendly alternative

Golf Tourism Position: Cambodia’s limited golf infrastructure (fewer courses than neighbors) positions it as a secondary golf destination. The country benefits from multi-destination tours combining Vietnam-Cambodia or Thailand-Cambodia, rather than primary golf tourism destination.

Golf Tourism Market Implications

The Asian Golf Tourism Boom

The golf tourism market in Asia Pacific is expected to reach US$ 8,742.6 million by 2030, with a compound annual growth rate of 9.9% from 2025 to 2030. This robust growth is directly supported by the tourism trends observed across Southeast Asia.

Source Market Priorities for Golf Courses in 2026

Tier 1 Priority Markets:

1. South Korea – Dedicated golf tourists, high spending, premium service expectations
   • Strong presence in Vietnam (3.2M), Thailand (1.13M), Indonesia (top 3)
   • Seek early morning tee times, Korean-speaking caddies
   • Willing to pay premium rates for quality
2. China – Rapidly growing golf tourism segment, group-oriented
   • Massive growth in Vietnam (+43%), Cambodia (+45.7%), Malaysia (+38.8%)
   • Prefer group packages, Mandarin services, photography opportunities
   • Accept WeChat Pay, Alipay essential
3. Japan – Experienced, quality-focused golf tourists
   • Stable presence across all destinations
   • Premium segment willing to pay for excellence
   • Appreciate meticulous course maintenance

Tier 2 Growth Markets:

4. India – Emerging high-growth market
   • Growing presence across region (+15-32% growth rates)
   • Family golf vacations combining golf with cultural tourism
   • Increasing purchasing power and travel propensity
5. United States & United Kingdom – Traditional premium golf tourism
   • Steady growth, extended-stay tourists
   • Bucket-list golf experiences
   • High lifetime value, repeat visitors
6. Russia – Unexpected growth market
   • Consistent growth despite geopolitical challenges
   • Beach resort + golf combinations
   • Price-sensitive but volume-growing

Regional Markets:

7. Singapore – Weekend golf tourism (especially to Malaysia)
8. Malaysia – Regional golf tours to neighbors
9. Taiwan – Established golf tourism market

Hannah Nguyen, Founder & CEO of Asia Golf Journey and Official Southeast Asia Ambassador for Destination Golf Magazine, comments:

“The 2025 tourism data reveals exactly why we’ve been so bullish on Southeast Asian golf tourism. Vietnam’s 21.5% growth with strong Chinese (+43%) and Korean markets puts unprecedented demand on our golf courses. Meanwhile, Malaysia’s regional leadership and Thailand’s Western market growth create opportunities for multi-destination golf packages.

The key for golf courses is understanding that each source market has distinct preferences. Korean golfers want early morning tee times with Korean-speaking caddies. Chinese groups need Mandarin services and group-friendly facilities. Western golfers expect international standards and cultural integration. Courses that adapt to these diverse needs will thrive; those that don’t will struggle despite overall tourism growth.

Our role is connecting these distinct market segments with appropriate courses while helping courses and resorts understand and serve international golfers with effective PR and Marketing strategies.”

Partner with Regional Golf Tourism Experts

Asia Golf Journey specializes in connecting international golf tourists with Southeast Asia’s premier golf destinations while helping courses understand and serve diverse source markets effectively.

Our Expertise:

• Market Intelligence: Real-time data on source market trends and preferences
• Multi-Destination Packages: Vietnam, Thailand, Malaysia, Indonesia golf circuits
• Course Partnership: Helping courses adapt services for international golfers
• European Market Access: Through Destination Golf Magazine partnership

Southeast Asia’s golf tourism future is being written now. Partner with experts who understand both the numbers and the nuances of this dynamic, growing market.

Contact Asia Golf Journey:
📞 +84 982 117 466
📧 asiagolfjourney@gmail.com
📧 creative@asiagolfjourney.com

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[This report is intended as a general informational resource and reflects the accuracy of the information as of the publication date. Asia Golf Journey (AGJ) disclaims any liability for the completeness, errors, or omissions contained herein and makes no representations regarding the accuracy, comprehensiveness, or suitability of the information provided. This collection has been curated by Asia Golf Journey, with contributions from various credited sources. AGJ undertakes no obligation to update, amend or in any way modify this report or to notify readers in the event that any subject matter or opinion, forecast or estimate contained in the report changes or becomes inaccurate]