#ThaiTravellers

Malaysia is rapidly stepping out of the shadows as South-East Asia’s most underappreciated travel destination, buoyed by fresh research and a remarkable spike in international visitors. Long overshadowed by its bustling neighbors Thailand and Indonesia, Malaysia’s natural beauty, vibrant multicultural cities, and eco-tourism adventure are now drawing increasing attention—with experts urging Thai travelers and industry stakeholders to take note before the tourism rush turns the nation’s tranquil charms mainstream.

Positioned at the heart of ASEAN, Malaysia boasts lush rainforests, dazzling metropolises, and some of the region’s most pristine coastlines. Yet it is often regarded as merely a stopover on long-haul routes, especially in comparison to Thailand’s famed beaches or Indonesia’s Bali. Recent research and the latest field reports suggest this perception is swiftly changing. Following the resumption of direct British Airways flights from London to Kuala Lumpur and a 20% jump in tourist arrivals in the first months of 2025 compared to 2024, Malaysia is on the brink of a tourism renaissance (The Telegraph).

Malaysia is orchestrating one of Southeast Asia’s most impressive tourism transformations, evolving from a frequently overlooked regional stopover into a sophisticated destination that rivals Thailand’s traditional dominance in attracting international visitors. This strategic emergence offers both competitive challenges and collaborative opportunities for Thailand’s tourism sector, as Malaysia’s success demonstrates how thoughtful destination development, cultural authenticity, and sustainable practices can create compelling alternatives for travelers seeking experiences beyond overtouristed hotspots. For Thai tourism stakeholders, understanding Malaysia’s rise provides crucial insights into evolving traveler preferences and regional competition dynamics that will shape Southeast Asian tourism for decades.

Italy has always been a dream destination for Thais, beckoning with its timeless ruins, art-filled piazzas, and legendary cuisine. Yet, in 2025, travellers are urged to go beyond the typical tourist fare and immerse themselves in the country as locals do. A recent BBC Travel article highlights expert insights and insider tips, offering Thais new ways to unlock authentic Italian experiences during their summer holidays.

Thailand, with its vibrant tourism sector, can relate to Italy’s ever-growing popularity. According to a study by Price Waterhouse Cooper and the United States Tour Operators Association, Italy ranks as the top destination for American travellers in 2024 and 2025—a testament to its enduring allure. Each year, Italy welcomes nearly 80 million international visitors, its cities and villages transformed into living museums reflecting centuries of Etruscan, Roman, and Byzantine history. Even as crowds flock to the Mediterranean’s pastel coastlines and Renaissance gems, locals insist that Italy remains a place of deep emotion and transformation, rather than mere sightseeing.

In a dramatic shift echoing across the tourism and diplomatic landscapes, China has introduced sweeping visa-free access for citizens from over 70 countries, seeking to reinvigorate its travel sector and global engagement. Meanwhile, the United States—especially under the influence of former President Donald Trump’s ongoing views—has moved in the opposite direction, rolling out new restrictions, higher fees, and bans affecting travelers from a growing list of nations. These divergent paths are not only defining the international tourism recovery post-pandemic, but also symbolizing larger trends in global openness and isolationism—raising questions on what this means for Thai travelers, the region, and the future of cross-border mobility.