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ETC: Europe Enticing Larger Share of South-East Asian Travelers

Paris, France

City tourism and a wide array of choices make Europe a top destination for South-East Asian travelers but high prices and limited connectivity are curbing travel to the continent, according to the latest study published by the European Travel Commission (ETC).

Titled “South-East Asian Outbound Travel Market”, the ETC report found that South-East Asian travelers are mostly city enthusiasts, but also select European destinations for the scenic beauty, natural landscapes, diversity of cultural attractions, and good weather.

According to the ETC research focusing on the markets of Indonesia, Thailand, Malaysia and Singapore, first-time South-East Asian holidaymakers visit France, Italy and Germany. They look for ease of borderless travel and well-developed tourism infrastructure.

Venice, Italy

Main reasons for travel center around slow adventure, culture and history, nature, city life and local gastronomy. The majority of vacationers from the region plan through Expedia, and Agoda.

South-East Asia travelers are mainly young couples in the 21-54 age bracket and families, with the number of solo holidaymakers and group travelers on the rise.

In terms of trips, South-East Asians take an average of two to three holidays overseas, with one long-haul trip lasting about 10-21 days.


Brandenburg Gate, Berlin

With regard to accommodation, South-East Asian family travelers opt for four-star hotels, with a larger proportion (mostly Singaporeans) choosing 5-star hotels.

Destination-wise, Singaporeans prefer travel to the UK, Germany, Italy, and Switzerland; for Malaysians Central/Eastern destinations are favorites including, as of late, Turkey and the Balkans; Indonesians select the UK, Italy, Germany, Switzerland, Netherlands and Turkey; while in Thailand, holidaymakers choose Western European destinations.

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