2025年东盟旅游展望（英）

ASEAN Tourism Outlook 2025 The Association of Southeast Asian Nations (ASEAN) was established on 8 August 1967. The MemberStates are Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar, Philippines,Singapore, Thailand, Timor-Leste, and Viet Nam.The ASEAN Secretariat is based in Jakarta, Indonesia. Authors: Aladdin D. Rillo, Sandra Carvao, Javier Ruescas, Michel Julian, Pavnesh Kumar, Fernanda Rodak,Issa Torres, Cécilia Chopin, and Jérôme Conilleau. For inquiries, contact: The ASEAN SecretariatCommunity Relations Division (CRD)70A Jalan SisingamangarajaJakarta 12110, IndonesiaPhone: (62 21) 724-3372, 726-2991Fax: (62 21) 739-8234, 724-3504Email: public@asean.org ASEAN Tourism Outlook 2025Jakarta: ASEAN Secretariat,October 2025 ISBN xxx ASEAN: A Community of Opportunities for All The text of this publication may be freely quoted or reprinted, provided proper acknowledgement isgiven and a copy containing the reprinted material is sent to the Community Relations Division (CRD)of the ASEAN Secretariat, Jakarta. General information on ASEAN appears online at the ASEAN Website: www.asean.orgCover photo: ERIA Copyright © Association of Southeast Asian Nations (ASEAN) 2025. All rights reserved. ASEAN TourismOutlook 2025 Table of Contents Table of ContentsiList of FiguresiiList of TablesiiiForeword1Foreword2Foreword3Acknowledgements4Executive Summary5Chapter 1.ASEAN Tourism Trends and Outlook71.1.Global Tourism Market Trends71.2.ASEAN Tourism Market Trends81.3.Tourism Economic Impact151.4.ASEAN Tourism Outlook181.5.Conclusion and Policy Implications20Statistical Annex22Chapter 2.Evolving Consumer Behaviour and Market Segmentation272.1.Rationale: Importance of Consumer Behaviour and Segmentation272.2.Key Shifts in Post-Pandemic Traveller Behaviour292.3.Key Market Segments322.4.Implications for ASEAN Tourism342.5.Conclusion and Policy Implications36Chapter 3.Digitalisation and Innovation in ASEAN Tourism393.1.Role of Digitalisation in ASEAN Tourism Competitiveness and Resilience393.2.Impact of Digitalisation in ASEAN Tourism403.3.Challenges to Digitalisation of Tourism Sector443.4.Strategic Considerations443.5.Conclusion and Policy Implications45Chapter 4.Sustainable and Resilient Tourism Development484.1.ASEAN Tourism Standards484.2.Climate Adaptation and Green Tourism504.3.Community-based and Heritage Tourism (CBT)524.4.Conscious and Responsible Tourism554.5.Conclusion and Policy Implications58References59 List of Figures Figure 1.1. International tourist arrivals and tourism receipts7Figure 1.2. Main factors weighing on international tourism in 20258Figure 1.3. ASEAN: International tourist arrivals and tourism receipts9Figure 1.4. International tourist arrivals, % change19Figure 1.5. International tourist arrivals, 2024 (% change from 2019)10Figure 1.6. International tourist arrivals in ASEAN destinations (millions), 202411Figure 1.7. Regional sources of international tourist arrivals in ASEAN destinations (%)11Figure 1.8. Open visa policy reciprocity in selected economic and political blocs, 2008 and 2023 (%)15Figure 1.9. Tourism direct GDP (TDGDP) as % of GDP (2019)*16Figure 1.10. Tourism direct GDP (TDGDP) as % of GDP16Figure 1.11. International tourism revenues as a % of total exports of goods and services17Figure 1.12. International tourism receipts, 2024 (real % change from 2019)17Figure 1.13. International tourist arrivals in ASEAN: actual* and modelled (millions)19Figure 2.1. Booking.com's 'Sustainability Matrix vs Travel Confidence' and Travel Confidence Index202330Figure 2.2. Change in length of travel31Figure 4.1. ASEAN tourism standards by segment49Figure 4.2. Climate vulnerabilities in tourism51Figure4.3.Five mutually reinforcing action areas needed to move from scattered pilots to arecognizable regional CBT54Figure 4.4. ASEAN’s responsible & ethical tourism initiatives56Figure 4.5. Challenges in ASEAN ethical tourism57 List of Tables Table 1.1. Top 15 sources of international tourist arrivals in ASEAN, 2019 and 202412Table 1.2. Intra-ASEAN travel in 2024 (thousands of international tourist arrivals)12Table 4.1. CBT Market Readiness—Four Dimensions at a Glance53 Foreword AsMalaysia assumes the ASEAN Chairmanship in 2025,under the theme“Inclusivity andSustainability,” it is my distinct honour to present theASEAN Tourism Outlook 2025. This publicationrepresents one of Malaysia’s Priority Economic Deliverables, reflecting our shared aspiration toadvance a more resilient, inclusive, and forward-looking ASEAN tourism landscape. Tourism remains a cornerstone of ASEAN’s economic and social fabric. It is not only a vital engine ofgrowth but also a catalyst for regional integration, community empowerment, and cultural preservation.As the region’s tourism sector continues to recoverfrom recent global disruptions, our efforts must movebeyond restoration towards transformation, in building a tourism ecosystem that is more sustainable,inclusive, and resilient. TheASEAN Tourism O