As 2024 draws to a close, the travel fever is sweeping across South-east Asia, with Singaporeans emerging as the most frequent travellers in the region. Since the start of the year, at least 66% of South-east Asians embarked on one to four leisure trips overseas, with a notable 79% of Singaporeans hitting international destinations, according to Milieu Insight.
The study surveyed over 2,000 individuals from Singapore, Malaysia, Vietnam, and Thailand, representing the online population. Asia is projected to have 3.5 billion people in its middle class by 2030, accounting for two-thirds of the global middle class. This also means that South-east Asian travel spending is projected to grow at roughly 7% per year, according to McKinsey & Company.
Among the regions explored, South-east Asia (49%) and East Asia like China and South Korea (45%) topped the list of preferred destinations for travellers in 2024. Nearly one in three South-east Asians have already secured tickets and accommodation for leisure trips in the next three months.
For many South-east Asians planning year-end getaways, their travel companions will include romantic partners or spouses, who top the list at 42%, followed by friends (30%), parents (27%), children (22%), and siblings (20%).
Sightseeing and outdoor activities (64%) take centre stage as the top motivation for travel in the coming months. Shopping follows at 44%, while art, history, and cultural immersion inspire 32% of travellers seeking a deeper connection to the destinations they visit.
However, when it comes to travel pace, 53% of respondents prefer to explore as much as possible, while 47% opt for a more relaxed itinerary. Regardless of pace, budget-conscious travel dominates, with 77% planning to stick to a budget and 79% intending to join local activities like workshops and cultural experiences.
As for travel planning, digital platforms are the preferred go-to methods. 71% of respondents in South-east Asia used platforms like Klook and Skyscanner to book their arrangements. A majority (60%) feel they get access to discounts and promotions while 53% see it as a convenient way to book multiple bookings in one platform.
However, some are against it. The key barriers include a preference for traditional booking methods (34%), concerns about potential scams (28%), and limited familiarity with these platforms (26%).