Travel to Asia in 2025 is expected to finally recover to pre-pandemic levels as South African demand for destinations in South East Asia soars.
According to the Amadeus Travel Trends 2025 report, the reopening of Asian markets and expanded airline routes are key contributors to the anticipated boom.
“As we look ahead, the resurgence of travel to and from Asia is eagerly anticipated. At Amadeus, we understand the significance of this geography’s reopening and the opportunities it presents for our partners worldwide. The return of outbound travel from China, alongside the growing demand for inbound experiences across the Asia-Pacific region, signals a renewed appetite for cultural exploration and luxury travel,” said Wolfgang Krips, SVP of Corporate Strategy at Amadeus.
“Thailand is likely to be the most talked-about tourism destination in 2025, due to season three of popular TV drama ‘The White Lotus’ being set there, as well as numerous luxury hotel openings,” said Amadeus.
Thailand will also become a more tempting escape with the addition of its digital nomad visa. The Tourism Authority of Thailand recorded an impressive 36 million visitors in 2024, and is expecting to reach the 40 million mark in 2025.
Lesley Simpson, from Lesley Simpson Communications, who represents the Tourism Authority of Thailand in South Africa, said the region had high ambitions.
“At this stage, our numbers of South Africans returning to Thailand haven’t got back to the pre-COVID levels, but the demand is definitely there. The problem is the flights – the shortage of them and the cost.”
However, as Thailand sets its hopes high for the return of South African travellers, Dominique Frick, GM of WOLO Travel, believes the outlook for the South-East Asia region is positive. “Thailand remains a standout favourite, while demand for Bali has surged in recent months, and interest in Vietnam is steadily growing too.”
This was reflected in a recent Travel News poll. When asked which South East Asian destinations were most popular, Thailand emerged as the top choice, with the majority (40%) of respondents voting for it. Bali took second place with 24% and Vietnam/Cambodia followed in third place with 16%.
“Thailand is especially popular among first-time travellers seeking affordable packages that deliver excellent value and memorable experiences,” said Frick.
With regard to trends in travel to South-East Asia, Frick said couples made up a significant portion of bookings for Thailand. There has also been a notable rise in small-group travel.
Bali, on the other hand, seems to be the next bucket-list destination for travellers who have already visited Thailand. “It mirrors Thailand’s affordability and value while offering fresh cultural experiences.”
She said more seasoned travellers looking for a unique and exploratory holiday favour Vietnam. “Our travellers span a wide age range, but the typical demographic for our Asian packages falls between 30 and 45 years old.”
