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Home » CHINA TRAVEL NEWS » Vietnam Joins Japan, Malaysia, China, Sri Lanka and Saudi Arabia in Powering Asia and the Middle East’s Tourism Boom With Record Arrivals, Air Travel Growth and Rising Global Demand in 2025 Monday, June 9, 2025In 2025, Vietnam has joined the ranks of Japan, Malaysia, China, Sri Lanka, and Saudi Arabia in powering a regional tourism boom driven by record-breaking arrivals, expanding air connectivity, and soaring global demand. Each of these countries has captured the world’s attention with bold strategies—ranging from visa-free entry and new airline routes to luxury developments and targeted promotions—that have not only revived their tourism sectors but elevated them to new heights. Together, they’re leading Asia and the Middle East into a new era of post-pandemic travel that’s bigger, broader, and more globally connected than ever before.Vietnam Joins the Tourism Power League in 2025Record-Breaking Arrivals Cement Vietnam’s Global ComebackVietnam is stepping into the spotlight in 2025 with a tourism surge that’s catching the world’s attention. In just the first five months of the year, the country welcomed over 9.2 million international visitors, marking a strong 21.3% year-on-year increase. From cultural explorers to beachgoers, travelers are arriving in record numbers—turning Vietnam into one of Asia’s most sought-after destinations. And it’s not just about numbers. May alone saw 1.53 million arrivals, a monthly record not seen in over a decade, despite it being outside the traditional tourist peak.Air Travel Takes Off as Vietnam’s Global Gateway ExpandsVietnam’s tourism boom is flying high—literally. An impressive 85.2% of international visitors are arriving by air, making aviation the driving force behind this explosive growth. The return of direct flights from China, the US, South Korea, Japan, and India has reconnected Vietnam with key markets. Meanwhile, land borders brought in 12.9% of arrivals, and just 1.9% came via sea, signaling a major opportunity for cruise tourism in the coming years. The country’s rapidly modernizing airports—from Hanoi to Da Nang—are now vital international gateways.China, Korea and the US Lead the Visitor RankingsChina reclaimed its title as Vietnam’s top source market with 2.36 million visitors, up 47.2% year-on-year, thanks to restored air routes and streamlined border crossings. South Korea followed closely with 1.9 million arrivals, while the United States, Japan, India, and Russia round out a growing list of high-value inbound markets. These numbers highlight Vietnam’s increasing global reach and appeal to both neighboring and long-haul travelers.Tourism Revenue Soars as Travelers Spend MoreIn tandem with the arrival boom, Vietnam’s tourism revenue jumped to 38.4 trillion VND (about US$1.47 billion) in just five months—an impressive 24.7% rise compared to the same period in 2024. This increase reflects not only higher visitor numbers but also stronger spending per trip. From boutique hotels and luxury cruises to culinary tours and historical experiences, Vietnam is offering more than ever to travelers ready to spend.Europe’s New Favorite Asian EscapeEuropean demand for Vietnam is climbing fast. According to Agoda, the country now ranks among the top five most-searched Asian destinations for summer 2025, behind only Malaysia, Japan, Indonesia, and Thailand. Travelers from France, the UK, Germany, Norway, and Russia are driving this momentum, while Hungary, Turkey, and Poland are emerging as new high-interest markets. A mix of visa-free access, affordable luxury, and diverse landscapes is fueling the trend.Top Destinations: Da Nang, Hanoi, and Ho Chi Minh CityVietnam’s big three—Da Nang, Ho Chi Minh City, and Hanoi—continue to headline the travel experience. Da Nang’s sandy beaches and proximity to UNESCO-listed Hoi An make it a coastal favorite. Ho Chi Minh City brings together nightlife, history, and modern shopping, while Hanoi invites visitors into its centuries-old streets, temples, and lakeside cafes.Ambitious Goals Set the Stage for Long-Term GrowthLooking forward, Vietnam aims to draw 22 to 23 million international visitors by the end of 2025. The government is investing in tourism infrastructure, expanding digital promotion, and encouraging off-peak travel to maintain momentum. With its compelling mix of heritage, affordability, and global connectivity, Vietnam isn’t just participating in the region’s tourism boom—it’s helping lead it.Vietnam’s Must-Visit Cities in 2025: Culture, Coastlines and CoffeeHanoi – Where History Meets Sidewalk CafésThings to Do:Stroll around Hoan Kiem Lake at sunriseExplore the Old Quarter’s narrow alleys and French-colonial architectureVisit the Ho Chi Minh Mausoleum and Temple of LiteratureWhy Go: Hanoi blends centuries-old tradition with street food that will change your life (try bun cha and egg coffee). It’s romantic, chaotic, and surprisingly soulful.Ho Chi Minh City – Fast-Paced, Flavor-Packed and Full of SurprisesThings to Do:Tour the Cu Chi TunnelsMarvel at the Notre-Dame Cathedral Basilica of SaigonShop and eat your way through Ben Thanh MarketWhy Go: This southern giant is all energy—from rooftop bars to pho stalls. Think Bangkok’s buzz with a distinctly Vietnamese flavor.Da Nang – Beaches, Bridges and a Gateway to Ancient Hoi AnThings to Do:Relax on My Khe BeachWalk the iconic Golden Bridge held by giant handsDay trip to Hoi An and the Marble MountainsWhy Go: Da Nang offers laid-back luxury, turquoise waters, and easy access to central Vietnam’s UNESCO-listed gems.Japan Sets New Records as Tourists Return in Historic NumbersTourist Arrivals Hit Unprecedented Highs in Early 2025Japan has burst back onto the global travel scene in 2025 with a wave of momentum that few countries can match. Between January and April, the country recorded an astonishing 14.45 million international visitors, with April alone drawing 3.91 million arrivals—a national monthly record and a 28.5% increase over April 2024. Travelers are coming not just for cherry blossoms and sushi, but for deep cultural immersion, seamless infrastructure, and a level of hospitality few places in the world can rival.Air Connectivity Expands to Power Nationwide TourismBehind the scenes of Japan’s booming tourism numbers is a sharp expansion in air connectivity. From Tokyo to Fukuoka, regional and international airports are buzzing with new and more frequent flights. Travelers from the U.S., Canada, Southeast Asia, and even Australia are taking advantage of growing direct routes and competitive fares. Japan’s airline network—anchored by top carriers like ANA and Japan Airlines—is not only back at full strength but pushing ahead with expansions into secondary cities via upgraded airports and faster bullet train connections.Spending Surges Alongside Visitor VolumeWhat’s happening on the ground is just as impressive as the arrival numbers. In the first quarter of 2025, visitor spending in Japan reached ¥2.27 trillion (around US$16 billion)—a 28.4% jump from the same period last year. That trend mirrors 2024’s full-year total of over ¥8.1 trillion (US$56 billion). From five-star hotels in Kyoto to local ryokans in rural regions, tourists are spending more and staying longer. Japan’s reputation for quality experiences—clean cities, efficient transit, cultural depth—is helping turn casual visitors into repeat travelers.Weaker Yen Boosts Demand From the WestThe favorable exchange rate in 2025 has made Japan particularly attractive for tourists from North America and Europe. Americans and Canadians are finding their travel dollars go much further, whether dining at high-end restaurants in Osaka or shopping in Tokyo’s tech hubs. It’s not just about affordability though—it’s about value. Japan continues to offer travelers a mix of ancient tradition and modern convenience that few destinations can match.Rural Tourism and New Routes Expand the MapThis year, tourism is expanding well beyond the golden triangle of Tokyo, Kyoto, and Osaka. Thanks to aggressive government promotion and infrastructure investment, regions like Niigata, Fukui, and Kagoshima are seeing a significant uptick in tourism. New Shinkansen lines and regional flight routes have made these once-overlooked areas more accessible, bringing in visitors eager for less crowded, more authentic Japanese experiences.Events, Culture, and Seasonality Drive Year-Round TravelWhile spring’s cherry blossoms still dominate global headlines, Japan has successfully extended its appeal across all seasons. Summer festivals, autumn foliage tours, and winter sports in Hokkaido are now drawing larger international crowds than ever before. Add in world-class cuisine, anime pilgrimages, and heritage sites like Nara and Nikko, and it’s clear why Japan has something to offer every month of the year.Tourism Strategy Looks Beyond the ReboundJapan isn’t just riding the post-pandemic wave—it’s planning for the long haul. Tourism authorities are working to manage crowds, spread visitors more evenly across regions, and ensure that growth is sustainable. With smart tourism hubs, bilingual support systems, and nationwide digital guides, Japan is aiming to make every trip seamless and unforgettable.In 2025, Japan isn’t simply joining Asia’s tourism boom—it’s helping define it. With record arrivals, historic spending levels, and a countrywide infrastructure built to handle it all, Japan has once again proven it’s one of the most complete and compelling travel destinations in the world.Japan in 2025: Timeless Traditions and Futuristic EscapesTokyo – Where Tomorrow Already ExistsThings to Do:Cross the famous Shibuya ScrambleDiscover calm at the Meiji ShrineShop and snack your way through Takeshita StreetWhy Go: Tokyo dazzles you with tech, tempts you with tonkatsu, and never stops moving. It’s a sensory overload—in the best way.Kyoto – Zen, Geishas, and a Thousand TemplesThings to Do:Visit Fushimi Inari Shrine with its endless red torii gatesWander the Arashiyama Bamboo ForestCatch a geisha performance in GionWhy Go: Kyoto is the soul of Japan—delicate, detailed, and deeply spiritual. You’ll fall in love with every temple and teahouse.Osaka – Japan’s Culinary Capital With a Rebel HeartThings to Do:Eat your fill at Dotonbori (don’t miss takoyaki and okonomiyaki)Explore Osaka CastleTake the kids (or your inner child) to Universal Studios JapanWhy Go: Osaka is gritty, gutsy, and gloriously gluttonous. It’s Tokyo’s cooler cousin—and a foodie’s dream come true.Malaysia Tops Southeast Asia’s Tourism Charts in 2025Malaysia Becomes the Most Visited Country in the RegionIn 2025, Malaysia has emerged as a surprise leader in Southeast Asia’s tourism race, drawing more international visitors than any of its neighbors during the year’s first quarter. With 10.1 million tourist arrivals in Q1 alone, Malaysia has outpaced even long-standing regional giants, proving that its well-balanced mix of urban appeal, natural beauty, and smart tourism policies is working. By April, total arrivals had reached over 14 million, putting the country on track to exceed its full-year target of 31.3 million international visitors.Visa-Free Entry Drives Travel From China and IndiaMuch of Malaysia’s early success this year comes down to a bold visa policy shift. By granting visa-free entry to citizens from China and India, the government opened the doors wide to two of the fastest-growing outbound travel markets. That move immediately paid off. In January and February alone, Malaysia received 6.7 million tourists, a 31.3% jump year-over-year. With China’s borders reopened and India’s middle class expanding rapidly, Malaysia timed its reopening and incentives perfectly.Air Travel Growth Supports Malaysia’s Tourism BoomA surge in air connectivity is helping to sustain Malaysia’s upward trajectory. According to the Malaysian Aviation Commission, air passenger traffic is projected to grow by 8.4% to 15.6% this year. International carriers have launched new flights into Kuala Lumpur, Penang, Langkawi, and Kota Kinabalu, while budget airlines like AirAsia are expanding aggressively across ASEAN routes. Kuala Lumpur International Airport has once again become a major transit hub in the region, and the increase in direct flights from India, China, the Middle East, and Europe is fueling long-haul demand.Revenue Goals Match the Influx of TravelersIt’s not just about getting more people in the door—Malaysia wants those travelers to spend. The country’s tourism board has set an ambitious goal of RM125.5 billion (approximately US$28.1 billion) in receipts for 2025. Early indicators suggest the country is on track. Hotels are reporting high occupancy, especially in destinations like Langkawi, Melaka, and the Cameron Highlands. Tour operators, shopping centers, and cultural attractions have all seen a noticeable bump in international spending.Top Markets Fueling Growth: Singapore, Indonesia, and ChinaWhile Malaysia continues to draw visitors from across the globe, its top inbound markets remain close to home. Singapore leads the list, thanks to ease of access by road and rail. Indonesia continues to contribute a strong volume of travelers, especially to cultural and religious tourism spots. And with the return of Chinese tourists, Malaysia has regained one of its most valuable source markets—especially for urban destinations like Kuala Lumpur and Genting Highlands.Tourism Beyond the Cities: Nature, Culture, and HeritageWhat sets Malaysia apart is its ability to offer travelers a bit of everything. Urban explorers can dive into Kuala Lumpur’s modern skyline, while nature lovers head straight for Borneo’s rainforests, Perhentian beaches, or the cool hills of the Cameron Highlands. Cultural experiences abound—from the heritage streets of George Town to the historic temples of Melaka. And with well-developed infrastructure, it’s easy for travelers to explore different corners of the country in a single trip.Malaysia’s 2025 Strategy Focuses on Experience and DiversityMalaysia’s tourism authorities are pushing for more than just volume—they’re focusing on quality. Initiatives in 2025 include improving digital tourism services, strengthening eco-tourism programs, and elevating local cultural events to draw international attention. The aim is to offer immersive experiences that go beyond typical sightseeing and turn Malaysia into a destination that travelers will return to again and again.As of mid-2025, Malaysia isn’t just participating in the region’s tourism revival—it’s leading it. With open borders, strong infrastructure, and a clear strategy, the country has become one of Asia’s most dynamic and fastest-recovering travel destinations.Malaysia in 2025: Tropical Culture With a Modern TwistKuala Lumpur – Skyscrapers, Street Food and Stunning DiversityThings to Do:Snap pics at the Petronas TowersExplore Batu Caves and climb the rainbow staircaseEat everything at Jalan Alor Night MarketWhy Go: KL mixes modern and traditional in one skyline. The food alone is reason to book a flight.Penang (George Town) – Street Art and Satay in a Living MuseumThings to Do:Check out Cheong Fatt Tze’s Blue MansionGet lost in George Town’s street muralsTaste legendary char kway teow and Penang laksaWhy Go: Penang is a heritage hotspot with edgy art and food that punches above its weight.Langkawi – Beaches, Boats and Duty-Free BlissThings to Do:Ride the Langkawi SkyCab and Sky BridgeChill at Pantai CenangTake a mangrove cruise through the Kilim Geoforest ParkWhy Go: Sun, sand, and shopping—Langkawi is an easy island escape with a luxurious touch.China Returns to the Global Tourism Stage With Power and Scale in 2025Inbound Arrivals Surge as Borders Fully ReopenChina’s comeback to global tourism in 2025 is nothing short of dramatic. After years of tightened restrictions, the country is now welcoming foreign visitors at a scale not seen since before the pandemic. In the first quarter alone, China recorded 9.215 million foreign tourist arrivals, a sharp 40.2% increase compared to early 2024. From business travelers in Beijing to cultural tourists in Xi’an and leisure seekers in Shanghai, the world is once again pouring into China—and the country is ready.Travel Infrastructure Handles a Massive Movement of PeopleChina’s massive infrastructure network is proving essential in this resurgence. Immigration authorities processed over 163 million cross-border movements in Q1 2025, including 17.44 million trips by foreign nationals, marking a 33.4% jump from the previous year. While the bulk of this volume involves returning Chinese citizens and business travelers, international tourism is clearly regaining strength. Cities like Shanghai alone welcomed 1.8 million international visitors in early 2025, up nearly 50%.Domestic and Festival Travel Break RecordsAt home, domestic travel continues to set records. During the Dragon Boat Festival in late May, over 657 million domestic trips were made across rail, road, and air—highlighting not just internal mobility but also growing demand for heritage, wellness, and nature-based tourism. From packed trains in the Yangtze Delta to flights serving inland provinces, the movement of people within and into China is reshaping the country’s travel landscape.Air Travel Expands to Serve Regional and Global DemandChina’s air travel sector is racing to keep up with demand. Airlines are ramping up international routes across Asia, Europe, and even the Americas. Several major Chinese carriers have restarted long-haul services that were suspended during the pandemic, while regional airports are expanding connections to Southeast Asia. With both full-service and low-cost carriers in growth mode, China is quickly restoring its status as a key air travel hub in Asia.ASEAN and Visa-Free Travel Drive Regional TourismOne of the most impactful strategies fueling China’s inbound growth in 2025 is its tightening alignment with ASEAN nations. New visa-free agreements and eased entry policies have made it easier for travelers from Thailand, Singapore, Malaysia, and beyond to visit China without the red tape. That’s helped lift inbound interest from the region and is creating a steady flow of short-haul tourism into major southern cities like Guangzhou, Shenzhen, and Kunming.Outbound Travel From China Also Reaches New HeightsIt’s not just about visitors coming in—China’s outbound travel market is on fire. Forecasts suggest that over 155 million Chinese travelers will head abroad in 2025, making China once again the largest outbound tourism source market in the world. Destinations like Japan, Thailand, Vietnam, and Europe are all benefiting from this renewed flow, with Chinese tourists known for their strong spending power and appetite for premium experiences.From Culture to Commerce, China Repositions for the FutureIn 2025, China is offering more than historical landmarks and megacities. Tourism boards are now emphasizing new experiences like rural escapes, red tourism, wellness retreats, and high-speed rail tours connecting lesser-known regions. Tech-integrated attractions, mobile payments, and bilingual services are making travel easier than ever for both international and domestic visitors.After a multi-year pause, China isn’t just back—it’s roaring into the global tourism spotlight with unmatched scale, infrastructure, and ambition. Its powerful return is one of the clearest signals yet that Asia’s tourism revival in 2025 is both broad and deep—and far from over.China in 2025: Ancient Wonders and Modern MarvelsBeijing – Imperial Grandeur Meets Urban PulseThings to Do:Wander the Forbidden CityHike a quiet section of the Great WallVisit the 798 Art District for a modern twistWhy Go: Beijing is where dynasties rise and selfies fly. It’s monumental, political, and magnetic.Shanghai – Chic, Sleek and Sky-High CoolThings to Do:Walk along the Bund for epic skyline viewsExplore Yu Garden and old town marketsGo to the top of the Shanghai TowerWhy Go: East meets West in skyscraper style. Shanghai is fast, fashionable, and full of flair.Xi’an – Home of the Warriors and the Silk RoadThings to Do:Visit the Terracotta ArmyCycle atop the ancient city wallEat your way through the Muslim QuarterWhy Go: Xi’an is your gateway to ancient China, where legends live on and lamb skewers rule.Sri Lanka Reclaims Its Place on the Tourism Map in 2025Strong Visitor Comeback Sets the Tone for the YearSri Lanka has stepped back into the spotlight in 2025 with a confident and consistent recovery that’s turning heads across the region. In just the first five months of the year, the island nation welcomed over 1.03 million international visitors, with 132,919 tourists arriving in May alone—an 18.5% increase from the same month in 2024. That steady upward curve is more than just a bounce-back. It’s a signal that Sri Lanka is regaining its reputation as one of South Asia’s most rewarding and enriching travel destinations.India, Russia and the UK Fuel the RevivalMuch of this growth is being driven by familiar friends. India remains the top source market, while Russia and the United Kingdom continue to send strong volumes of tourists. Together, these three countries are anchoring Sri Lanka’s return to pre-pandemic performance. And with new airline routes and simplified visa procedures now in place, travelers from these countries are returning in higher numbers—and staying longer to explore the country’s beaches, temples, wildlife parks, and ancient cities.Air Travel Gains Momentum With Month-on-Month GrowthThe recovery in air travel is playing a big part in Sri Lanka’s revival. Arrivals in February were up 10%, following a 21.4% surge in January, showing clear month-over-month gains. Airlines have resumed more routes from India, the Middle East, and Eastern Europe, while Colombo’s international airport is once again operating at high capacity. Sri Lanka is also expanding connectivity to regional hubs like Doha, Dubai, and Kuala Lumpur, making it easier for long-haul visitors to access the island.Tourism Revenue Targets Set High ExpectationsSri Lanka has its eyes on big numbers this year. The national target for 2025 is 3 million international arrivals and US$5 billion in tourism revenue. Based on current trends, the country is well on its way to hitting those goals. Hoteliers across Colombo, Kandy, and the southern coast are reporting improved occupancy and higher daily rates. Tour operators offering wildlife safaris, tea country tours, and spiritual pilgrimages are seeing demand from both traditional Western markets and emerging Asian segments.Nature, Wellness, and Spiritual Travel Lead the ChargeTravelers are returning to Sri Lanka not just for sightseeing, but for healing. The country’s mix of tropical scenery, Ayurvedic retreats, and Buddhist heritage is perfectly suited to the rising global demand for slow, restorative travel. Places like Ella, Sigiriya, and Arugam Bay are welcoming a new wave of digital nomads, wellness seekers, and eco-conscious travelers who want more than just a beach vacation.Smaller Towns and Offbeat Trails Gain Global AppealWhat’s particularly exciting in 2025 is how Sri Lanka’s appeal is expanding beyond its iconic spots. Locations like Jaffna, Trincomalee, and the Knuckles Mountain Range are drawing interest from international tourists looking for paths less traveled. With improved infrastructure and community-based tourism initiatives gaining ground, Sri Lanka is showcasing the full breadth of what it has to offer—and inviting the world to explore more than just its postcard images.Government Strategy Focuses on Safety and QualityTo support this momentum, the Sri Lankan government is putting in place tighter service quality controls and doubling down on safety standards for tourists. Digital booking platforms, multilingual support at major sites, and infrastructure upgrades are all in the works to ensure a smooth experience for international visitors. The focus for 2025 is clear: attract more tourists, offer better value, and rebuild global confidence in Sri Lanka as a safe, soulful, and unforgettable destination.With its steady recovery, expanding connectivity, and timeless appeal, Sri Lanka is not just joining the tourism revival in Asia—it’s helping lead a quieter, more meaningful movement toward immersive, mindful travel in the region.Sri Lanka in 2025: Sacred Sites and Serene ShoresColombo – The Capital With a CoastlineThings to Do:Visit the National MuseumShop at Pettah MarketWatch the sunset at Galle Face GreenWhy Go: Colombo is both chaotic and charming, with a new urban buzz and old-world soul.Kandy – Lakes, Relics, and Rolling HillsThings to Do:See the sacred Temple of the ToothStroll around Kandy LakeTake the train to Ella for legendary viewsWhy Go: Spiritual, green, and a little cooler in temperature—Kandy is the cultural heart of Sri Lanka.Ella – The Chill Hill Town for Dreamers and HikersThings to Do:Snap a photo at Nine Arches BridgeHike Little Adam’s PeakVisit a tea plantation for a tour and a brewWhy Go: Ella is that slow-living dream spot with mountain air and backpacker vibes.Saudi Arabia Surges Ahead With Bold Tourism Vision in 2025Visitor Arrivals Skyrocket With a 48% SurgeSaudi Arabia has stunned the tourism world in 2025 with a powerful surge in international arrivals, marking a bold new chapter in its transformation. In the first quarter alone, the kingdom recorded a 48% increase in foreign visitors compared to the same period in 2024. This dramatic rise follows a landmark year in 2024 when 30 million visitors crossed Saudi borders. Now, with eyes firmly set on a 70 million visitor target by 2030, the country is accelerating its climb as a major global travel destination.Massive Investment and Mega Projects Reshape the LandscapeSaudi Arabia’s growth isn’t just happening—it’s being built from the ground up. Backed by billions of dollars in investment through its Vision 2030 plan, the country is developing a series of giga-projects designed to attract luxury, adventure, and cultural travelers alike. Projects like NEOM, The Red Sea Development, Diriyah Gate, and AlUla are turning once-remote desert expanses into futuristic cities, ancient archaeological parks, and sustainable tourism hubs. These aren’t just ambitious—they’re becoming reality, with key phases opening to tourists throughout 2025.Game-Changing Visa Reforms Open the Kingdom to the WorldOne of the biggest shifts fueling Saudi Arabia’s tourism boom is the expansion of its e-visa program. Citizens from 66 countries can now obtain online visas quickly, including travelers holding UK, US, or Schengen visas, making it easier than ever to plan a visit. In addition, Gulf Cooperation Council (GCC) nationals can enter freely, which has boosted regional travel. The move has helped eliminate long-standing barriers and encouraged millions of first-time travelers to explore Saudi Arabia with fewer restrictions.Air Travel Expansion Connects Saudi Arabia GloballyWith tourism demand rising fast, airlines are racing to connect more cities to the kingdom. Carriers like Saudia, British Airways, Wizz Air, and Virgin Atlantic have added new routes linking Riyadh and Jeddah with key cities across Europe, Asia, and North America. Saudi Arabia is also investing heavily in airport upgrades and the development of Riyadh Air, its new national carrier, which is set to redefine long-haul service in the region. These advances are turning Saudi into one of the Middle East’s most accessible travel hubs.Tourism Spending Soars to Historic LevelsSaudi Arabia’s economic goals for tourism are just as ambitious as its visitor targets. In 2025, inbound spending is projected to surpass SAR 200 billion (approximately US$53 billion), reflecting both increased arrivals and the growing presence of high-spending travelers. The World Travel & Tourism Council estimates that the tourism sector will contribute more than 10% of the national GDP, a remarkable shift for a country that, just a decade ago, was closed off to non-religious tourism.Diverse Experiences Attract New Types of TravelersWhile the kingdom has always been a key destination for religious pilgrims—particularly during Umrah and Hajj seasons—it’s now attracting a much broader audience. From scuba diving in the Red Sea to hiking in the Asir Mountains and attending concerts at Riyadh Season, Saudi Arabia is showcasing its natural beauty, ancient heritage, and modern entertainment scene. Travelers who might once have overlooked the kingdom are now arriving for adventure, culture, and even family holidays.Positioning for Long-Term Global Tourism LeadershipSaudi Arabia isn’t just aiming to join the list of top tourist destinations—it wants to lead it. With its Vision 2030 blueprint driving innovation, investment, and inclusion, the kingdom is positioning itself as a cultural and luxury destination that bridges East and West. Hospitality training, heritage preservation, and sustainable development are key parts of the plan, ensuring that this growth is not only rapid—but also responsible.In 2025, Saudi Arabia has done more than just open its doors. It has reintroduced itself to the world with confidence, infrastructure, and ambition. And in doing so, it has joined the likes of Vietnam, Japan, Malaysia, China, and Sri Lanka as one of the most dynamic forces shaping the future of tourism across Asia and the Middle East.Saudi Arabia in 2025: Ancient Kingdoms and Bold New SkylinesRiyadh – The Capital of Vision and HeritageThings to Do:Tour the historic DiriyahVisit the National Museum of Saudi ArabiaExplore Kingdom Centre Tower’s Sky BridgeWhy Go: Riyadh is evolving fast—modern, clean, and culturally rich, with a clear eye on the future.Jeddah – Coral Houses, Art Scenes and Red Sea BreezesThings to Do:Walk through Al-Balad, the old townDive in the Red Sea coral reefsCheck out the modern art at Jeddah WaterfrontWhy Go: Jeddah is the kingdom’s cooler coastal city with historic depth and modern style.AlUla – The Desert’s Greatest Secret Now RevealedThings to Do:Explore the UNESCO-listed Hegra ruinsHike through Elephant RockCatch a concert at Maraya Concert HallWhy Go: AlUla is jaw-dropping and cinematic—an archaeological wonder now open to the world.Abha – Saudi Arabia’s Summer Mountain EscapeThings to Do:Ride the Abha cable carDiscover the cliffside Habala VillageHike through Asir National ParkWhy Go: With cool weather and stunning peaks, Abha is where Saudis vacation—and now you can too.In 2025, Vietnam has joined Japan, Malaysia, China, Sri Lanka, and Saudi Arabia in leading Asia and the Middle East’s tourism boom, thanks to record visitor arrivals, expanded air connectivity, and surging demand driven by smart visa policies and bold national strategies.Asia and the Middle East Lead a New Era of Global TourismIn 2025, a powerful shift in global travel is underway—and countries like Vietnam, Japan, Malaysia, China, Sri Lanka, and Saudi Arabia are leading the charge. Each of these destinations has not only rebounded from past disruptions, but has reshaped what recovery looks like: bold, strategic, and deeply future-focused. From record-breaking arrival numbers and ambitious air route expansions to sweeping visa reforms and billion-dollar tourism projects, they’re setting new standards for what travelers expect—and what countries can deliver.While each nation’s journey is unique, a few things unite them all: strong government investment, evolving traveler experiences, and a sharp focus on international accessibility. These countries have tapped into the rising global appetite for cultural exploration, wellness escapes, nature immersion, and value-rich urban travel. And most importantly, they’ve made it easier—through smarter visa systems, seamless connectivity, and thoughtful marketing—for the world to show up and stay longer.As millions of travelers return to the skies, they’re not just chasing bucket-list sights—they’re seeking destinations that feel prepared, welcoming, and worth every mile. In that sense, Vietnam, Japan, Malaysia, China, Sri Lanka, and Saudi Arabia aren’t just part of the tourism revival—they’re defining it.Tags: Asia, china, japan, malaysia, Middle East, saudi arabia, Sri Lanka, Tourism news, travel industry, Travel News, Vietnam
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