Thailand, Singapore & Malaysia rank as top 3 most popular Asian destinations for travellers

Among individuals surveyed in six ASEAN countries, more than half (52%) prefer destinations within Southeast Asia, followed by East Asia (44%), including China, Japan, and South Korea.

Singapore, Thailand, and Malaysia have ranked among the top three event tourism destinations of 2024, according to Grab's Travel Insights Report 2024. 

The study was conducted among 11,074 Grab app users across six ASEAN countries — Indonesia, Malaysia, the Philippines, Singapore, Vietnam, and Thailand, revealing that 81% of respondents plan to travel internationally, an increase from 72% the previous year.

At the same time, more than half (52%) prefer destinations within Southeast Asia, followed by East Asia (44%), including China, Japan, and South Korea.

Chantsuda Thananitayaudom, Senior Director of Commercial and Marketing at Grab Thailand, commented: "ASEAN tourists represent one of the most significant markets for Thailand, contributing substantially to our tourism industry each year. In 2024, Thailand welcomed over 10.6mn travellers  from ASEAN countries, accounting for 30% of all international arrivals. 

"Thailand ranks as the number one most popular destination, followed by Singapore and Malaysia, thanks to its natural attractions and cultural charm—a key soft power promoted by the Thai government through events such as music festivals, concerts, food festivals, and traditional celebrations like Songkran and Loy Krathong," she added.  

The survey also shared other key insights into the travel behaviours and trends of ASEAN digital travellers: 

• The rise of tech-savvy travellers: 86% of tourists are likely to use technology such as AI, VR and AR for travel-related activities, including gathering travel information, previewing destinations, comparing prices, and planning itineraries. 

• The popularity of DIY planning: A significant majority (81%) prefer a more hands-on approach when planning trips, with nearly two-thirds booking flights (91%), accommodations (81%), and attractions (35%) online themselves. Meanwhile, 18% still sign up for full tour packages to save time. 

• Budget-conscious spending: 82% of travellers surveyed set a budget for their trips in advance, though they occasionally exceed it. Additionally, 56% say their travel budget has increased from last year, while 53% are worried about inflation. 

• Emphasis on safety and peace of mind: In 2024, 68% of respondents were more likely to purchase travel insurance, covering issues such as lost or damaged luggage, flight delays or cancellations, and medical emergencies. 

• Embracing sustainable journeys: A significant number of travellers believe in minimising their impact on the environment, with 45% consistently choosing sustainable travel options, such as using eco-friendly transportation, reducing plastic consumption, and supporting local businesses or communities.
  
  Moreover, 78% are willing to pay a premium for businesses with sustainable practices. 

READ MORE: Most popular year-end travel destinations for Singapore travellers in 2024

Infographics / Travel Insights Report 2024