Malaysia Overrides Vietnam, Thailand, Philippines, and Singapore in 2026: New Data Shows Record-Breaking Tourist Footfall Leaves Neighbours Stunned as Travel Boom is Imminent!

In the Southeast Asian tourism contest, a surprising frontrunner has emerged. Malaysia was positioned not just as a participant but as a pacesetter. A government media release reported that the country welcomed 42.2 million international visitor arrivals in 2025, an 11.2 % jump over the previous year[1]. Vietnam celebrated 21.2 million foreign arrivals in 2025[2], the Philippines recorded just under six million international tourists[3], Thailand’s half‑year totals showed 16.68 million inbound visitors with monthly data indicating around 32 million for 2025[4][5], and Singapore welcomed 16.9 million visitors[6]. The contrast underscores that Malaysia’s tourism boom was of a different magnitude. This narrative explores how Malaysia pulled ahead in the footfall race and why travellers were choosing it over neighbouring countries. The story is as much about strategy as it is about culture and policy and economic growth too.
Malaysia’s record‑breaking visitor arrivals
Malaysia’s rise has been built on data and deliberate actions. The Tourism Malaysia media release announcing 42.2 million international arrivals in 2025 emphasised that visitors from Thailand alone numbered 2.5 million and that the year‑on‑year growth was 11.2 %[1]. The 2024 Tourism Statistics in Brief recorded 37.96 million foreign visitors[7], so the subsequent leap illustrated momentum. Through a range of campaigns and improved connectivity, the country was positioned to surpass its own record in 2026, aligning with the nation’s Visit Malaysia 2026 initiative. The marketing plan for 2022‑2026 described Malaysia as a safe, attractive, quality destination offering unique attractions and diverse tourism products, including islands, beaches, nature, culture, gastronomy and lifestyles[8]. Visitors were drawn to this variety, and the government’s aggressive outreach ensured that message was heard globally.
Vietnam’s impressive yet smaller climb
Vietnam’s tourism recovery has been impressive but still trails behind Malaysia’s surge. According to the Vietnam National Authority of Tourism, almost 21.2 million foreign arrivals were recorded in 2025, representing a 20.4 % increase over 2024 and exceeding pre‑pandemic 2019 levels by 19 %[2]. Flexible visa policies, expanded flight routes and modernised promotional strategies were credited with the success[9]. However, even with these reforms, Vietnam’s numbers remained roughly half of Malaysia’s record. This gap suggests that while Vietnam was rising, the country still faced competition from a neighbour able to offer a broader range of experiences and more flexible travel infrastructure.
Philippines: resilience but a lower base
The Philippines displayed resilience in the face of adversity. In January 2026 the Bureau of Immigration reported 5,940,975 international tourist arrivals in 2025 and 543,085 returning overseas Filipinos, bringing total foreign visitors to 6,484,060[3]. Visitor spending reached PHP 694 billion[3], demonstrating economic significance. Yet the absolute numbers were far behind Malaysia’s 42.2 million travellers. The country’s limited infrastructure and connectivity constrained growth; Malaysia’s diversified attractions created an advantage.
Thailand: a tourism powerhouse looking up at Malaysia
Thailand has long been regarded as a tourism powerhouse. The Ministry of Tourism and Sports reported via its quarterly infographic that 16.68 million inbound visitors arrived in January–June 2025[4]. The top markets were Malaysia (2.30 million), China (2.27 million), India (1.18 million), the Russian Federation (1.03 million) and the Republic of Korea (0.77 million)[4]. Further monthly data from the Bank of Thailand showed that July–December 2025 recorded between 2.24 and 3.37 million visitors each month[5]. This suggests that total arrivals hovered around 32 million for 2025, an impressive recovery but still less than Malaysia’s figure. Despite beautiful beaches and famous hospitality, the Thai authorities were still rebuilding after the pandemic, and their total visitor footfalls remained behind Malaysia’s record.
Singapore: steady recovery but less footfall
Singapore positioned itself as a high‑quality tourism hub. According to the Singapore Tourism Board’s February 2026 release, the city‑state recorded 16.9 million international visitor arrivals in 2025, a 2.3 % increase over 2024[6]. The top markets were Mainland China, Indonesia, Malaysia, Australia and India[6]. Tourism receipts for January–September 2025 reached SGD 23.9 billion, 6.5 % higher than a year earlier[6]. These numbers illustrate a rebound but remain well below Malaysia’s totals. High costs and limited land area contributed to lower footfalls. Malaysia offered a more varied landscape and cost‑friendly options, making it a more attractive choice for travellers seeking longer stays.
Why tourists are choosing Malaysia: safety and diversity
Malaysia’s appeal has been built on perceptions of safety and diversity. The Tourism Malaysia Marketing Plan emphasised that the country was marketed as a safe, attractive and quality destination[8]. This message resonated with travellers in a post‑pandemic world where safety and health were paramount. Malaysia’s multicultural fabric – Malay, Chinese, Indian and indigenous communities – offered diverse traditions, festivals and cuisine, giving visitors the sense of exploring several cultures within one journey. Authorities have promoted the country’s social stability and low crime rates, making families and solo travellers feel secure. By presenting safety and diversity together, Malaysia created a powerful narrative that pulled travellers away from neighbouring destinations.
Government strategies: marketing campaigns and strategic positioning
The Malaysian government’s strategic positioning has been central to its success. The Tourism Malaysia annual report highlighted that creative campaigns embedded confidence that Malaysia is safe, interesting and full of unique experiences[10]. Marketing initiatives such as Visit Malaysia 2026 and targeted campaigns in Thailand, China, India and other key markets emphasised culture, nature and adventure. Partnerships with airlines and digital platforms expanded reach. Government agencies worked with private operators to offer bundled packages linking islands, highlands and cities. This coordinated strategy allowed Malaysia to craft a compelling brand while ensuring that infrastructure and services could support increased demand.
Connectivity and visa policies: easing entry
Ease of entry has been a major factor drawing travellers. Malaysia implemented flexible visa policies, including e‑visa options for Chinese and Indian tourists, and simplified procedures for ASEAN neighbours. While Vietnam also introduced flexible visas[9], Malaysia’s policies were combined with a vast network of direct flights from regional capitals and international hubs. Budget airlines such as AirAsia operated from Kuala Lumpur International Airport, connecting travellers to cities across Asia and beyond. Rail and road links with Thailand and Singapore allowed overland travel for regional visitors. This accessibility reduced travel friction and encouraged spontaneous trips, giving Malaysia an advantage in attracting footfalls.
Cultural richness and culinary delights
Malaysia’s cultural richness has been a magnet for visitors. The marketing plan emphasised diverse products such as culture and arts[8]. Cities like Kuala Lumpur offered modern skyscrapers alongside heritage buildings. Penang and Melaka showcased UNESCO‑listed historic centres, while Sabah and Sarawak provided indigenous experiences. Food tourism has become a powerful draw; Malaysia’s mix of Malay satay, Chinese noodles, Indian curries and Nonya delicacies created an endless menu. The annual report noted that promotional campaigns tapped into confidence that the nation offered unique experiences[10]. By celebrating cultural life and culinary traditions, Malaysia differentiated itself from neighbours where cuisine might be less varied or less affordable for international visitors.
Nature and adventure: eco‑friendly credentials
Natural diversity has been another pillar of Malaysia’s success. From tropical rainforests to pristine islands, the country offers eco‑tourism that appeals to a growing segment of travellers. The ITE HCMC media release emphasised that Malaysia’s tourism vision focuses on eco‑friendly travel, cultural preservation and deeper visitor engagement[11]. Attractions such as Taman Negara, Mount Kinabalu and the Borneo jungles allow tourists to experience wildlife and adventure. Responsible tourism practices, including community‑based homestays and conservation programs, demonstrate commitment to sustainability. By promoting nature and adventure alongside safety and culture, Malaysia created a multi‑dimensional appeal that competitors found hard to match.
Business events and MICE: corporate appeal
Malaysia has harnessed the Meetings, Incentives, Conferences and Exhibitions (MICE) segment to boost arrivals. The ITE HCMC release noted that Malaysia was positioning itself as a leading MICE destination with attractive incentives for groups[11]. Kuala Lumpur Convention Centre, Penang’s SPICE Arena and Borneo Convention Centre Sarawak offer world‑class facilities at competitive prices. Coupled with a safe environment and vibrant city life, these venues attract corporations from Southeast Asia and beyond. Business travellers often extend their stays to explore leisure attractions, thereby converting corporate visits into extended tourism. This strategic focus on MICE differentiates Malaysia from countries that rely more heavily on leisure tourism alone.
Safe environment and cost of living: appealing to long‑stay visitors
Safety is not just about crime but also about health, stability and affordability. The ITE HCMC release highlighted Malaysia My Second Home (MM2H), a long‑term residency program that appeals because of the safe environment, quality education and affordable cost of living[11]. Retirees and digital nomads are drawn to Malaysia’s modern healthcare, international schools and good infrastructure, all at lower costs than Singapore or Thailand. Stable governance and a relatively low cost of living make long‑term stays viable. These factors enhance overall tourist numbers because visitors often return or extend their stays, creating repeat tourism that boosts footfalls.
Comparing tourist footfalls: the numbers in context
The numbers highlight the regional hierarchy. Malaysia recorded 42.2 million international arrivals in 2025[1]. Vietnam welcomed 21.2 million[2], the Philippines recorded 6.48 million[3], Thailand’s 2025 total was around 32 million derived from its 16.68 million arrivals in the first half[4] and monthly figures for July–December 2025[5], and Singapore registered 16.9 million[6]. These figures show that Malaysia achieved more than double the arrivals of its nearest competitor. The table below summarises these statistics and key drivers.
| Country | 2025 visitor arrivals (millions) | Growth vs 2024 | Key drivers |
| Malaysia | 42.2[1] | 11.2 % jump[1] | Safety, diversity, eco‑tourism, MICE, value[8][11] |
| Vietnam | 21.2[2] | 20.4 % increase[2] | Visa reforms, flight routes, promotions[9] |
| Philippines | 6.48[3] | not specified | Resilience, domestic returnees, spending[3] |
| Thailand | ~32 (16.68 H1[4] plus monthly H2[5]) | recovering | Heritage, beaches, return of Chinese and Malaysian tourists[4] |
| Singapore | 16.9[6] | 2.3 % growth[6] | Urban attractions, business travel, stable governance[6] |
Projections for 2026: why Malaysia is poised to lead
With momentum from 2025, Malaysia’s prospects for 2026 look strong. The Visit Malaysia 2026 campaign aims to draw 26.1 million visitors from abroad and generate high revenue, building upon the 2025 record. Infrastructure upgrades, including new airport terminals and improved public transport, are slated to enhance capacity. Marketing efforts will target emerging markets such as the Middle East and Eastern Europe while consolidating regional leadership. Meanwhile Vietnam and Thailand are expected to continue their upward trends but will start from lower bases; Singapore may remain constrained by space; and the Philippines will need investment to scale infrastructure. Because Malaysia already has a diversified product portfolio, a safe environment and supportive policies, it is poised to stay ahead in tourist footfalls.
Conclusion: a regional champion defined by diversity and strategy
In the Southeast Asian tourism race, Malaysia has been proclaimed a clear leader. The combination of record visitor numbers, strategic marketing, flexible visas, cultural richness, natural diversity, business appeal, safety and affordability has created a compelling package that few neighbours can match. Vietnam, the Philippines, Thailand and Singapore each made significant strides, yet their totals remained lower, and their policy mixes were not as comprehensive. As the world moves toward a post‑pandemic normal, travellers are seeking destinations that offer trust, variety and value. Malaysia’s ability to deliver on these fronts has already been proven by the numbers and supported by official data. With continued investment and a strong vision for Visit Malaysia 2026, the country is not merely aiming to retain its lead; it is setting the pace for regional tourism and showcasing how a nation can transform diversity into dominance.
Sources:
[1] TOURISM MALAYSIA UNVEILED THE MALAYSIA PAVILION IN CONJUNCTION WITH VM2026 AT THAI INTERNATIONAL TRAVEL FAIR (TITF) 2026 – Tourism Malaysia | Corporate Site
https://www.tourism.gov.my/index.php/media/view/tourism-malaysia-unveiled-the-malaysia-pavilion-in-conjunction-with-vm2026-at-thai-international-travel-fair-titf-2026
[2] [9] Vietnam emerges as top global tourism performer in 2025 | Vietnam+ (VietnamPlus)
https://en.vietnamplus.vn/vietnam-emerges-as-top-global-tourism-performer-in-2025-post336762.vnp
[3] Tourism offers high investment returns amid growing demand –DOT chief – Philippine Information Agency
https://pia.gov.ph/news/tourism-offers-high-investment-returns-amid-growing-demand-dot-chief/
[4] v2022_17579909448364LiH4Liy4LiZIEluZm8g4LmE4LiV4Lij4Lih4Liy4LiqIDIgNjguMS5qcGc=.jpg (1449×2048)
https://www.mots.go.th/images/v2022_17579909448364LiH4Liy4LiZIEluZm8g4LmE4LiV4Lij4Lih4Liy4LiqIDIgNjguMS5qcGc=.jpg
[5] EC_EI_028_S2 เครื่องชี้ภาวะการท่องเที่ยว
https://app.bot.or.th/BTWS_STAT/statistics/ReportPage.aspx
[6] Record Singapore tourism receipts from January to September 2025 | Singapore Tourism Board
https://www.stb.gov.sg/about-stb/media-publications/media-centre/record-singapore-tourism-receipts-from-january-to-september-2025/
[7] New_Final_Malaysia%20Tourism%20Statistics%20in%20Brief%202024.pdf
https://data.tourism.gov.my/frontend/pdf/New_Final_Malaysia%20Tourism%20Statistics%20in%20Brief%202024.pdf
[8] untitled
https://www.tourism.gov.my/files/uploads/TM_Marketing_Plan_2022_2026.pdf
[10] annual-report-2023.pdf
https://www.tourism.gov.my/files/uploads/annual_report/annual-report-2023.pdf
[11] “FROM HERITAGE TO HOSPITALITY: MALAYSIA CAPTIVATES VISITORS AT ITE HCMC” – Tourism Malaysia | Corporate Site
https://www.tourism.gov.my/media/view/from-heritage-to-hospitality-malaysia-captivates-visitors-at-ite-hcmc














