The Southeast Asia Inbound Surge: What Thai, Vietnamese, and Indonesian Guests Actually Need
For years, if you looked at Japan’s inbound tourism data, the story was simple: Korea, China, Taiwan, and a smattering of Western long-haul travellers. Southeast Asia was there, but quietly.
That’s changed. Thailand, Vietnam, Indonesia, Malaysia, and the Philippines are now among the fastest-growing source markets for inbound Japan, and the guests showing up have very different needs from the Korean weekend-tripper or the Taiwanese solo traveller. If your property isn’t adapted, you’re leaving bookings — and reviews — on the table.