Japan: Between tradition and modernity
Japan remains a leading tourist destination, evidenced by a 395% increase in searches for Okinawa, a tropical island known for its temperate climate and pristine natural surroundings. In 2024, the country reached a record 36.8 million visitors, surpassing pre-crisis figures. However, tourism is mainly concentrated in key destinations such as Tokyo and Kyoto, posing challenges in managing the rapid flow of tourists.
Thailand: Sun and wellness as main attractions
Thailand continues to establish itself as a top tourist destination, attracting 35 million visitors by 2024. Visa exemptions for 93 nationalities and the possibility of stays of up to 60 days facilitate last-minute travel and increase the country's popularity.
Many tourists combine their visit to Bangkok with breaks to places like Phuket or Koh Samui in search of sun and wellness.
China: A gradual reopening to tourism
After a prolonged period of closure to tourism, China has begun to reopen more slowly than its neighbours. In 2024, the country welcomed 13.07 million foreign visitors, gradually regaining its place in the tourism industry, although it still lags behind Japan and Thailand. Challenges remain, such as the lack of foreign language interfaces in certain applications, which complicates the experience for non-Chinese speaking travellers.
However, the resumption of international flights, such as the new route between Shanghai and Venice launched by China Eastern Airlines in 2024, facilitates trade and tourism.
Other growing Asian destinations
In addition to the countries mentioned above, other destinations in Asia have seen an increase in tourism demand. For example, Bali in Indonesia, Hoi An in Vietnam and Bangkok in Thailand have been highlighted as incredible tourist spots to visit, offering everything from paradise beaches to rich cultural heritage.
Challenges and opportunities in the Asian tourism industry
Despite growth, some destinations face challenges. Myanmar, although it reopened in 2022, is experiencing political violence and civil unrest that affect its tourist appeal. India, meanwhile, has struggled to capitalise on the region's tourism boom.
Asia's tourism boom has also raised concerns about over-tourism and its impact on local communities and the environment. Japan, for example, has faced challenges related to tourist behaviour and the preservation of cultural norms. Local authorities have implemented campaigns to educate visitors and preserve the cultural and environmental integrity of tourist regions.
Asia is expected to maintain its position as a leader in the global tourism sector in the coming years. Cultural diversity, rich history and modern infrastructure continue to attract millions of tourists from around the world. However, it will be crucial for Asian destinations to balance tourism growth with sustainability and the preservation of their cultural and natural heritage to ensure a thriving and responsible tourism industry in the future.
