ASIA DMC Bulletin – Week 2, January 2025

DESTINATION UPDATE

Searches for Vietnam hotels during Tet increases by 139%

Vietnam’s tourism sector is bustling as travel agencies get ready for the busy 2025 Lunar New Year season. They are launching new tours and preparing for a significant increase in both international and domestic visitors.

Agoda, an online travel platform, reported a remarkable 139% rise in international tourists searching for Tet accommodations compared to last year. Chinese tourists are leading this surge, with their numbers nearly tripling. This positive trend supports Vietnam’s ambitious goal of welcoming 22 million foreign visitors in 2025.

Phu Quoc Island has emerged as the top destination, with accommodation searches doubling year-on-year. Other popular spots include Da Lat, with a 167% increase, Nha Trang, up 88%, and Phan Thiet, which saw a 89% rise.

In Ho Chi Minh City, many travel companies are reporting strong bookings, with various domestic destinations attracting interest from both local and international travelers.

The Lunar New Year, known as Tet, is Vietnam’s biggest traditional celebration. This year’s holiday will take place from January 25 to February 2, marking the transition from the Year of the Dragon to the Year of the Snake.

Vietnam, Thailand strengthen cooperation in tourism and culture

Vietnam and Thailand are collaborating to enhance a tourism network among regional countries. A working session was recently held in Hanoi between Vietnam’s Deputy Minister of Culture, Sports and Tourism and a Thai delegation led by an advisor to Thailand’s Minister of Foreign Affairs.

The focus of the discussion was the “Six Countries, One Destination” initiative, which aims to strengthen tourism cooperation among ASEAN member nations. This initiative seeks to redefine regional tourism and improve collaboration between Vietnam and Thailand.

During the meeting, Thailand emphasized that the project aims to simplify travel between the countries by streamlining immigration procedures. This includes exploring a shared visa system that would allow tourists to visit multiple ASEAN countries easily. The initiative also plans to introduce fast-track immigration lanes, enhance business networks, and coordinate promotional campaigns to present the six nations as a unified destination.

This collaborative effort is expected to significantly increase tourist exchanges within ASEAN and attract international travelers from major markets like the U.S., Europe, and South Asia.

Malaysia unveils plans to welcome 35.6 million visitors by 2026

Malaysia officially launched its Visit Malaysia 2026 (VM2026) campaign on January 6, 2025. The launch unveiled the campaign’s logo, mascot, theme song, and aircraft livery.

For the first time, the VM2026 logo will be featured on Malaysia Airlines, Batik Air, and AirAsia aircraft, emphasizing a united effort to position Malaysia as a top tourist destination. The campaign’s theme song, “Surreal Experiences,” debuted at the launch, showcasing Malaysia’s unique appeal to draw international attention.

The official mascot is a Malayan Sun Bear, an endangered species native to Malaysia. Designed in an animated style, it highlights the country’s commitment to wildlife conservation and aims to engage audiences of all ages.

To kick off VM2026, the Malaysia Sarong Music Run 2025 will be held on February 8, 2025, at the Petronas Twin Towers in Kuala Lumpur, blending cultural heritage with fitness and community engagement.

Malaysia aims to welcome 35.6 million international visitors and generate RM147.1 billion (US$32.8 billion) in tourism revenue by 2026.

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