#Philippines

Southeast Asia’s post‑pandemic tourism rebound has been powerful but patchy, with major markets returning to roughly 80–100 percent of 2019 visitor levels while showing widely different trajectories this year. The six largest destinations — Thailand, Vietnam, Indonesia, Malaysia, Singapore and the Philippines — together received about 114 million international visitors in 2024, roughly 89 percent of 2019 levels, yet patterns since then point to a region recovering unevenly and, in some cases, cooling again (The Diplomat explainer).

The morning mist lifts from Wat Pho’s golden spires as another stream of international visitors begins exploring Bangkok’s ancient temples. Yet behind these familiar scenes, Thailand’s tourism industry faces a complex reality that mirrors broader challenges across Southeast Asia.

Thailand stands as the region’s undisputed tourism leader, welcoming 35 million international visitors in 2024—a remarkable recovery that outpaces most regional competitors. However, this achievement masks underlying vulnerabilities that could reshape the kingdom’s tourism landscape in 2025 and beyond.

A recent international ranking has named the Philippines—the region’s acclaimed beach destination—as the world’s most dangerous country for travelers, according to a global survey published by HelloSafe, a British financial website. The news has stirred concern and discussion across Southeast Asia, especially as the Philippines has long outshone its neighbors to claim prestigious titles such as “Asia’s Leading Beach Destination” in the World Travel Awards. Thailand, in contrast, was notably absent from the upper tier of the risk list, bringing mixed relief and reflection to Thai tourism policymakers and travelers alike MSN report.