A new survey shows Southeast Asian travelers reconsidering trips to the United States. Milieu Insight surveyed 6,000 people from Thailand, Singapore, Indonesia, Vietnam, the Philippines, and Malaysia. About one in four said their interest in US travel has faded over the past six months. For many, safety, discrimination, political developments, and gun violence weigh more than cost or distance.
For Thai readers and regional families, the findings reflect a shifting travel calculus. The United States remains a premier long-haul destination with renowned universities, shopping, theme parks, and major cities. Yet concerns about safety and political rhetoric are changing how people plan.
Key figures from the Milieu Insight study illustrate the trend. Roughly half of respondents have visited the US before, yet 25 percent report reduced interest since late 2024. Singaporean travelers show the steepest decline, with more than half reporting less enthusiasm and only a small portion expressing greater interest. In contrast, Vietnamese and Filipino respondents show more optimism, with 57 percent and 49 percent respectively saying they are more eager now than six months ago.
Industry experts link the differences to local realities and family ties. A lecturer from a regional university notes that family connections and American pop culture still attract visitors. Large Vietnamese and Filipino communities in the US sustain opportunities for reunions and familiar networks. Thai travelers, while connected to diaspora communities in places like Los Angeles, appear less affected, possibly due to different migration patterns and ongoing family links.
The concerns driving these attitudes are persistent and evolving. Gun violence and mass shootings in the United States dominate headlines, prompting safety considerations. Global safety assessments frequently rate the US unfavorably against many East Asian and European nations on various metrics. Thailand’s Ministry of Foreign Affairs and other agencies issue travel advisories for Thai nationals abroad. Social media discussions, sometimes amplified by Thai travel influencers, highlight anecdotes of discrimination at entry points, shaping perceptions of welcome and safety.
Cost remains a factor, but risk perception is rising. Debates over immigration, race, and gun control influence decisions, alongside uncertainties about visa policies and border controls during the US election cycle.
From a Thai viewpoint, the US has long symbolized opportunity—whether for study, professional development, or aspirational experiences. Thai media often echo this dream, and many Thai students pursue exchanges, graduate programs, or summer opportunities in American institutions. Data from US education authorities show a steady flow of Thai students, though leisure travel now faces stiffer competition from destinations seen as more approachable and family-friendly, such as Japan, South Korea, and several European countries.
Industry observers call for reassurance and transparency. Travel operators should provide up-to-date safety information and facilitate connections with Thai communities or Thai consular networks in the United States to support travelers.
As global conditions shift, Thai travel patterns will adapt. The United States remains a symbol of opportunity, but its appeal will hinge on tangible safety improvements and a welcoming climate. Thai travelers are likely to prefer destinations that balance cultural richness with practical ease, while keeping doors open to revisits to the United States as conditions evolve.
For Thai travelers weighing a US trip, the guidance is clear: conduct thorough research, stay updated on safety information, and consider staying in areas with established Thai communities. Travel insurance should cover medical emergencies and repatriation. Those with friends or family in the United States should prepare concrete local plans and contingencies, and all travelers are encouraged to register their trip with the Thai consular system for assistance if needed.