Malaysia has firmly established itself as Asia’s most visited country in the first quarter of 2025, attracting over 10.1 million foreign tourists and surpassing long-time regional leaders such as Thailand and Singapore. This impressive 22% year-on-year increase signals a significant shift in the region’s tourism dynamics, highlighting Malaysia’s growing prominence as a top global travel destination.

Visa Relaxation Fuels Tourism Surge

A key factor driving this surge is Malaysia’s progressive visa policies. The government extended visa-free entry for Chinese nationals for five years, with the possibility of further extension until 2036, and granted Indian tourists visa-free access through 2026.

These initiatives have dramatically lowered travel barriers for two of the world’s largest outbound travel markets, resulting in a substantial influx of visitors. Additionally, Malaysia has implemented streamlined e-visa and eNTRI (Electronic Travel Registration & Information) systems, enabling faster and more convenient entry for tourists from over 60 countries.

Singapore Leads as Top Source Market

Singapore remains Malaysia’s largest source of visitors, with nearly 5 million arrivals in Q1 2025, reflecting strong bilateral ties and seamless cross-border travel facilitated by improved transport links such as the Rapid Transit System (RTS) connecting Johor Bahru and Singapore.

China follows closely as the second-largest market, contributing 1.12 million visitors, while Indonesia ranks third with 1.08 million tourists. Other notable source countries include Thailand, Brunei, India, and Australia, indicating Malaysia’s broad regional and international appeal.

Regional Competition and Changing Travel Patterns

Malaysia’s rise comes amid evolving regional tourism trends. Thailand, historically Southeast Asia’s tourism leader, recorded 9.55 million visitors in Q1 2025, placing it second behind Malaysia. Vietnam and Singapore followed with 6 million and 4.3 million arrivals, respectively.

Malaysia’s reputation for safety, family-friendly environments, and cultural diversity has attracted travelers seeking alternatives to traditional hotspots. Meanwhile, Thailand has faced challenges including political unrest and security concerns that have impacted tourist confidence.

Strategic Infrastructure and Connectivity Investments

Malaysia’s tourism revival is supported by significant investments in infrastructure and connectivity. Since mid-2024, the Ministry of Tourism, Arts, and Culture has facilitated over 3,100 weekly international flights with a combined seating capacity exceeding 620,000, enhancing accessibility from key markets in Asia, Europe, and North America.

Major airports such as Kuala Lumpur International Airport (KLIA) and Penang International Airport have undergone upgrades to improve passenger experience. The government has also expanded tourism corridors and improved road and rail networks to popular destinations like Langkawi, Penang, and the Cameron Highlands.

Economic Impact and Industry Growth

The tourism sector’s resurgence is delivering substantial economic benefits. Malaysia welcomed 6.7 million international visitors in the first two months of 2025 alone, a 31.3% increase compared to the previous year and 14.5% above pre-pandemic levels. Total tourist receipts reached RM106.78 billion in 2024, representing a 43.7% increase over 2023 and surpassing pre-pandemic figures by 20%.

This growth has spurred job creation across hospitality, retail, transportation, and cultural sectors, contributing significantly to Malaysia’s GDP and supporting small and medium enterprises (SMEs) in rural and urban areas alike.

Diverse Attractions and Global Recognition

Malaysia’s diverse attractions continue to captivate travelers worldwide. Visitors are drawn to iconic landmarks such as the Petronas Twin Towers and Batu Caves, alongside natural wonders including the pristine beaches of Langkawi and Tioman Island, and the biodiverse rainforests of Sarawak and Sabah, home to unique wildlife like orangutans and proboscis monkeys.

The country’s vibrant cultural festivals, world-class cuisine, and warm hospitality further enhance its appeal. In 2024, Malaysia was named Asia’s “most loved country” by Insider Monkey, a testament to its growing international reputation.

Sustainability and Future Prospects

Malaysia is also committed to sustainable tourism development. Initiatives promoting eco-tourism, community-based tourism, and conservation efforts are gaining momentum, aligning with global trends and traveler preferences. The government’s 2024-2026 tourism roadmap emphasizes responsible tourism practices, digital innovation, and diversification of tourism products to include wellness, adventure, and cultural tourism.

Looking ahead, Malaysia is poised to surpass 26.2 million tourist arrivals by the end of 2025, fully recovering from the pandemic’s impact and setting new records. The upcoming Visit Malaysia Year 2026 campaign is expected to further boost international arrivals, supported by continued marketing efforts, enhanced infrastructure, and strategic partnerships with global travel stakeholders.

With its blend of strategic policy, enhanced connectivity, rich cultural heritage, and commitment to sustainable tourism, Malaysia is not only leading Asia’s tourism recovery but also redefining the region’s travel landscape as a premier destination for travelers worldwide.

As international travel surges this summer, Emirates has unveiled fresh insights into global travel trends, showing a marked shift towards immersive cultural experiences and lesser-explored destinations. Analysis of booking data and flight searches for July and August reveals where wanderlust is taking travellers in 2025 and the results point to exciting new hotspots across Asia, Europe, and the Indian Ocean.

Overall global flight searches for summer 2025 have risen by 7% compared to last year. France tops the list with a remarkable 35% increase in outbound travel searches, followed closely by Ireland, Canada, and Saudi Arabia. Germany and the UAE also show robust demand, underscoring widespread intent to travel from major hubs.

But it is the Far East and Indian Ocean that really steal the spotlight in Emirates’ summer booking patterns. Vietnam emerges as this year’s breakout star with a phenomenal 61% jump in interest paired with strong booking numbers. Emirates operates 25 weekly flights to three Vietnamese cities Ho Chi Minh City, Hanoi, and new this June, Da Nang via Bangkok offering seamless connections from Europe and key American hubs.

Vietnam’s appeal is multifaceted: its vibrant cities, UNESCO World Heritage sites, and over 3,000 km of unspoiled coastline entice culturally curious travellers and culinary adventurers alike. From bustling street markets to hidden gems, Vietnam promises an authentic feast for the senses.

Not far behind, the tropical island paradise of Mauritius captivates travellers with a 41% rise in flight searches. Emirates offers two daily A380 flights to this idyllic Indian Ocean destination, perfect for those seeking luxury and tranquility.

Sri Lanka also ranks highly with a 32% surge in interest, thanks to its rich culture, pristine beaches, scenic ‘tea country,’ and accessible luxury. Meanwhile, Japan, a perennial favourite, continues to draw travellers with a 28% rise in flight searches. Emirates’ 21 weekly flights connect passengers to Tokyo Narita, Tokyo Haneda, and Osaka, providing gateway access to Japan’s blend of stunning landscapes, modern cities, and renowned cuisine.

Completing the top five, France enjoys a 25% increase in booking demand. Emirates supports this boost robustly, flying 21 weekly routes including three daily A380 flights to Paris, daily A380s to Nice, and a daily A350 service to Lyon helping meet the heightened demand from global travellers.

Travellers in the UAE have increased flight searches by 13%, with rising interest in destinations like Sri Lanka, Jordan, France, India, Lebanon, and Morocco. US-based Emirates customers are increasingly exploring African destinations such as Egypt, Kenya, and South Africa, while UK travellers have ramped up searches by 12%, focusing on far-flung locales like New Zealand, Australia, Japan, Sri Lanka, and Mauritius.

Indian travellers show growing appetite for Australia, New Zealand and Ireland, while Australians plan their European summer adventures with increased interest in France and the UK. German travellers are heading east with rising searches for Japan, Vietnam, South Korea, and the Seychelles.

Longer vacations dominate summer plans, with nearly one-third of travellers from India, Australia, the UK, and Germany extending their trips beyond a month. US travellers typically opt for slightly shorter, 2-3 week getaways.

With inbound passenger traffic projected to remain strong this summer, Dubai continues to affirm its position as a premier global destination year-round. Emirates’ data show solo travellers make up nearly half of visitors from the US, India, and Australia, blending business and leisure in stays averaging just over a week.

Family travel patterns vary by nationality: about one-third of US and Indian visitors arrive with family, with Indian families preferring shorter visits and American families exploring Dubai over 1-2 weeks. UK families usually stay longer than two weeks.

Couples also represent a significant visitor segment, especially younger Australian and German pairs who favor extended stays ranging from two weeks up to a month maximising their time to explore Dubai’s extensive offerings.

Emirates’ data reflects flight searches and bookings on emirates.com for travel between 1 July and 30 August 2025, compared year-over-year.

This summer, with Emirates’ extensive global network, travellers are embracing fresh experiences, new cultures, and longer escapes—proving that the world’s curiosity is as boundless as ever.

Starting July 1, 2025, Armenia has opened its doors visa-free to citizens and residents of all Gulf Cooperation Council (GCC) countries, including the UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, and Oman. This landmark policy allows GCC passport holders and expatriates with valid residency permits (valid for at least six months) to visit Armenia for tourism, leisure, or business stays of up to 90 days within any 180-day period—without the need for a visa.

This move marks a significant expansion of Armenia’s visa-free regime, which previously applied only to select GCC nationals such as those from the UAE, Qatar, and Kuwait. By extending visa-free access to all GCC countries and their residents, Armenia aims to position itself as an accessible and welcoming destination in the South Caucasus, capitalizing on growing interest among Gulf travellers seeking authentic cultural experiences, scenic landscapes, and unique culinary offerings.

Armenia’s rich historical heritage, including ancient monasteries and vibrant urban culture in its capital Yerevan, combined with its natural beauty such as Lake Sevan and Dilijan National Park make it an attractive choice for GCC visitors. The country’s strategic location at the crossroads of Europe and Asia, coupled with direct flights from Gulf carriers like flydubai, Air Arabia, and Wizz Air, further enhances its appeal.

Officials highlight that the visa exemption will not only boost tourism but also strengthen economic and cultural ties between Armenia and the Gulf region, fostering increased business exchanges and investment opportunities. The policy also broadens accessibility for the substantial expatriate communities residing in the GCC, facilitating easier travel and deeper regional connections.

In summary, Armenia’s new visa-free entry for GCC citizens and residents is a strategic step to attract more visitors from the Gulf, offering them hassle-free access to explore its rich culture, stunning landscapes, and business potential starting mid-2025.

Yemen has launched an electronic visa (e-Visa) system designed to ease travel for foreign visitors. Officially introduced on June 24, 2025, this platform allows travelers to apply online for various visa types, including tourist, business, and diplomatic visas. Currently, payments must be made in cash at designated locations.

Overview of the e-Visa System

This initiative aims to simplify travel and restore confidence among international visitors, marking a significant step in Yemen's digital transformation to modernize public services and enhance border security. The e-Visa launch coincides with Yemen's efforts to rebuild global ties following years of internal conflict, humanitarian challenges, and limited consular operations abroad.

Key Features of the e-Visa System

Managed by the Immigration, Passports and Nationality Authority (IPNA), the e-Visa system was developed with assistance from the International Organisation for Migration (IOM) and funded by the United States. The platform is accessible at click here.

Travelers can apply for various visa types, including:

• Business Visa: For foreign nationals engaging in commercial activities.
• Diplomatic Visa: For government officials and diplomats.
• Exit Visa: Required for individuals leaving Yemen, especially in special circumstances.
• Multi-Entry Visa: Allows multiple entries for business or tourism.
• Special Visa: For specific purposes, subject to approval.
• Tourist Visa: For individuals visiting for leisure.
• Transit Visa: For travelers passing through Yemen to another destination.
• Work Visa: For those seeking employment in Yemen.

This streamlined approach replaces Yemen's previous manual visa process, which often faced delays due to administrative challenges and limited embassy services.

Application Process: Mostly Digital with Payment Limitations

To apply, users must:

1. Create an Account: Register on the official platform.
2. Fill Out the Application Form: Select the appropriate visa type and complete the required fields.
3. Upload Required Documents:
   • Passport: Must be valid for at least six months.
   • Return Ticket: Proof of onward travel.
   • Health Certificate: Confirming absence of infectious diseases.
   • Supporting Documents: Such as invitation letters, admission certificates for students, or business contracts.

Although the application process is largely digital, online payments are not yet available. Travelers must make cash payments in USD at the Immigration office or designated consulates. Integration of online payment options is anticipated in the future, which will further streamline the process.

Once submitted, e-Visas are typically issued within 3 to 5 business days via email, allowing travelers to plan their trips more effectively.

Importance for Travelers

The new e-Visa system offers a safer, faster, and more reliable means of entering Yemen, particularly beneficial for tourists and business travelers. It reduces reliance on in-person embassy services, which have been inconsistent due to ongoing political and security issues.

Yemen is home to a rich cultural heritage, including UNESCO World Heritage Sites such as the Old City of Sana'a and the ancient city of Shibam. Its unique landscapes, including the Socotra Archipelago, known for its biodiversity, may attract adventurous travelers seeking off-the-beaten-path experiences.

Other Visa Options for Travelers to Yemen

Despite the new e-Visa system, traditional visa requirements remain in place for many travelers. Here’s a brief overview:

1. Business Visa: Commonly issued for foreign nationals, requiring:

   • An invitation letter from a Yemeni company.
   • Valid passport, recent photographs, and a health certificate.
   • Processing typically takes up to 7 days.

2. Student Visa: For those studying in Yemen, requiring:

   • A letter of acceptance from the educational institution.
   • Standard documentation as required by the e-Visa system.

3. Diplomatic/Official Visa: Available to government officials and diplomats, requiring:

   • Additional documentation such as a letter from the relevant government agency.

4. Tourist Visa: Group tourism visas are mentioned in the e-Visa system, but individual tourist visas may not always be available. Some embassies, like the Yemeni Embassy in Washington, D.C., currently do not issue tourist visas.

Travel Tips and Considerations

• Visa on Arrival: Not available for most nationalities, including Indians and Americans. All visas must be obtained prior to travel.

• Health Requirements: A medical certificate confirming the absence of infectious diseases is mandatory for all visa types. This is particularly important due to ongoing public health concerns.

• Travel Insurance: Strongly recommended due to ongoing instability and potential for emergencies. Ensure coverage includes medical evacuation and repatriation.

• Safety Precautions: Stay informed about the security situation in Yemen. Register with your embassy upon arrival and follow local advisories.

• Cultural Awareness: Familiarize yourself with local customs and traditions to respect cultural sensitivities during your stay.

Looking Ahead

The introduction of Yemen’s e-Visa system is a promising development for travelers and business professionals. By digitizing the application process, Yemen aims to make entry procedures more efficient and secure. However, travelers should remain updated with the latest information from Yemeni embassies and consulates, as visa policies may change rapidly due to the country's complex political landscape.

This new system not only enhances accessibility but also reflects Yemen’s commitment to modernizing its approach to international relations and tourism. As the country continues to navigate its challenges, the e-Visa initiative may play a crucial role in revitalizing its economy and cultural exchanges with the world.

Kuwait has officially approved the issuance of seven-day transit visas for select travelers entering the country via land, particularly through the Abdali border crossing, as part of its strategy to streamline border procedures and enhance regional mobility. The new visa policy, directed by First Deputy Prime Minister and Minister of Interior Sheikh Fahad Al-Yousef, specifically targets Gulf citizens, expatriates residing in GCC countries, European nationals, and diplomatic personnel, especially those arriving from Iraq or transiting through Iran.

Colonel Waleed Al-Azmi, Director of the Abdali Border Crossing Administration, announced that the transit visa allows eligible non-residents to stay in Kuwait for up to seven days, enabling travel between Abdali Port and Kuwait International Airport, or vice versa, to organize onward journeys or complete necessary travel arrangements. The visa is not extendable and does not permit holders to work or study in Kuwait.

To apply, travelers must present a passport valid for at least six months, a confirmed onward ticket, and proof of transit, such as accommodation details or supporting documents for their next destination. The visa application can be submitted through the Kuwait Port Authority, Kuwaiti consulates, or, for some nationalities, via an online portal. The processing fee is KWD 2 (about USD 6.50).

Diplomatic personnel and embassy representatives are also permitted to be present at the border to assist their nationals during the entry and exit process, ensuring smoother procedures and additional support. This move is coordinated between the Ministry of Interior and the Ministry of Foreign Affairs, with certain exceptions and special exemptions available for select nationalities.

The introduction of the 7-day transit visa reflects Kuwait’s broader efforts to facilitate cross-border movement, support regional connectivity, and maintain robust security and compliance at its borders

Thailand’s tourism sector is facing significant challenges as the ongoing Israel-Iran conflict disrupts travel from key Middle Eastern markets. The Tourism Authority of Thailand (TAT) warns that arrivals from five countries Iran, Iraq, Jordan, Lebanon, and Syria could drop by as much as 50%, with early signs of decline already evident in popular destinations like Phuket due to airspace closures.

Thapanee Kiatphaibool, governor of the TAT, explained that several major airlines flying to Thailand including Emirates, Etihad, Qatar Airways, Flydubai, Air Arabia, Oman Air, and SalamAir have rerouted flights to avoid conflict zones. Tehran-based Mahan Air has temporarily suspended its Bangkok and Phuket routes, causing the Iranian market to effectively vanish during this period.

These five countries represent about 7% of Middle Eastern visitors to Thailand, with the region (excluding Israel) accounting for 100,781 travelers in June 2024. The timing of the conflict coincides with the Eid al-Adha festival, a peak travel period that last year brought 7,165 tourists from these markets. This year, arrivals are expected to fall sharply to between 3,500 and 5,000 as tourists and airlines postpone trips amid uncertainty.

The TAT is also monitoring potential longer-term impacts on larger Middle Eastern markets such as Saudi Arabia, the UAE, Oman, Kuwait, Qatar, and Bahrain, which together contribute 80% of Thailand’s Middle East tourism. Concerns over air travel safety could further dampen demand, affecting hotels in Bangkok, Pattaya, Phuket, and Chiang Mai, which are popular with Middle Eastern visitors.

If the conflict is resolved soon, arrivals may begin to recover in July. Some airlines, including Royal Jordanian Airlines, plan to launch new routes, such as the Amman-Bangkok service starting in August. However, a full recovery depends on how long and severe the conflict’s effects prove to be.

The TAT aims to attract 1.06 million visitors from the Middle East in 2025, an 11% increase over last year, and generate approximately 86 billion baht in revenue. As the situation evolves, Thailand’s tourism industry remains cautiously optimistic but vigilant about the challenges ahead.