Hong Kong Unites with Japan, Malaysia, Thailand, Fiji, Vietnam and South Korea with Tourism Boom Skyrocketing Travel Avenues with Explosive New Ventures and Future Promises

Asia is experiencing a powerful rebound in tourism. After pandemic‑related travel restrictions eased, pent‑up demand and supportive government policies have driven a wave of visitors across the region. Hong Kong, which historically functions as a gateway between Mainland China and the rest of Asia, is positioned at the centre of this recovery. In 2025, the city is increasingly collaborating with neighbouring destinations such as Japan, Malaysia, Thailand, Fiji, Vietnam and South Korea to create multi‑destination itineraries, streamline visas and promote cross‑border experiences and tourism boom. This article reviews the latest government‑verified statistics for each market, examines trends driving the boom and explores how greater unity between these destinations is reshaping travel.

Hong Kong – Gateway to the Region

Hong Kong has long been an air and sea hub for Asian tourism. According to the Legislative Council’s Hong Kong in Figures 2025 report, the city received 8.41 million visitors during January–February 2025, an increase of 7.4 % from the same period in 2024. Mainland Chinese travellers accounted for 77 % of arrivals, but there was also growth from North Asia (Japan and South Korea), South‑East Asia and long‑haul markets. Visitor spending per capita varied by market; Mainland visitors spent HK$4,958 in 2024 (down from HK$6,495 in 2023), while travellers from the Americas spent HK$7,078. In total, Hong Kong recorded 44.5 million visitor arrivals in 2024.

The Hong Kong Tourism Board (HKTB) has responded by deepening collaboration with neighbouring destinations. In 2024 it signed agreements with tourism authorities in Japan, Malaysia and Thailand to promote multi‑city itineraries via marketing campaigns and joint promotions. Visa‑free arrangements with South‑East Asian countries and streamlined immigration for Mainland visitors have further encouraged travel. The Hong Kong International Airport continues to expand flights to Tokyo, Osaka, Bangkok, Kuala Lumpur and Seoul, making it an ideal stopover.

Japan – Record‑Breaking Arrivals and Spending

Japan’s tourism comeback has been dramatic. The Japan National Tourism Organization (JNTO) reported that 2024 saw 36.87 million visitor arrivals, surpassing the pre‑pandemic record of 31.9 million and boosted by the weak yen. Visitors spent a record ¥8.1 trillion (about US$54 billion) in 2024. Preliminary JNTO data for April 2025 shows that 3.91 million tourists visited Japan, a 28.5 % year‑on‑year increase; cumulative arrivals for January–April 2025 reached 14.45 million. The largest markets were China (765,100 visitors in April 2025), South Korea (721,600), Taiwan (537,600) and Hong Kong (263,600). JNTO’s July 2025 bulletin notes that year‑to‑date arrivals (Jan–Jul 2025) reached 24.96 million, with July alone welcoming 3.44 million visitors. The same document lists South Korea, China, Taiwan and Hong Kong as the top source markets, while Thailand, Malaysia and Vietnam also showed substantial growth.

Japan has leveraged this surge by partnering with Hong Kong and other Asian destinations on joint marketing campaigns. The “HK–Japan Travel 2025” programme, launched in late 2024, promotes combined itineraries such as Hong Kong + Tokyo + Osaka or Hong Kong + Hokkaido and offers discount passes for travellers who visit both regions. Japan also expanded electronic visas to Mainland Chinese and extended visa‑free stays for Malaysian and Thai tourists. Rail passes like the JR East South Hokkaido pass are marketed together with Hong Kong’s MTR tourist ticket.

Malaysia – Rapid Recovery & Regional Integration

Malaysia’s tourism industry rebounded sharply after reopening borders. The Malaysia Tourism Key Performance Indicators 2023 report shows that 2023 attracted 20.14 million international tourists, generating RM 71.3 billion in receipts[7]. Top markets were Singapore (8.31 m visitors), Indonesia (3.11 m), Thailand (1.55 m), China (1.47 m) and Brunei (0.81 m)[8].

The recovery accelerated in 2024. The official Malaysia Tourism Statistics in Brief 2024 summary notes that Malaysia welcomed 37.96 million foreign visitors in 2024, a 31.1 % increase over 2023. Foreign visitor spending rose to RM 106.8 billion, up 43.7 %[9][10]. Singapore remained the largest market (18.86 m visitors), followed by Indonesia (4.15 m), China (3.73 m), Thailand (2.27 m) and Brunei (1.73 m); the report also lists arrivals from India (1.37 m), South Korea (0.55 m), Vietnam (0.37 m) and Japan (0.37 m)[11]. Visitor arrivals each month grew strongly compared with 2023[10].

Malaysia’s 2024 performance set the stage for further growth. A mid‑2024 Fast‑Fact Tourism Highlights report shows that January–June 2024 saw 11.81 million tourists, a 28.9 % increase compared with the same period in 2023; more than half arrived overland from Singapore[12]. Visitors spent RM 45.4 billion during this period[13]. In July 2025, Malaysia’s Tourism Minister announced that January–May 2025 recorded 16.9 million international arrivals, up 20 % year‑on‑year; Singapore accounted for half of these visitors, followed by Indonesia (1.82 m), China (1.81 m) and Thailand (1.06 m)[14]. Malaysia aims to attract 47 million visitors in 2026[14].

Malaysia collaborates with Hong Kong via joint marketing campaigns that promote twin‑destination holidays. The HKTB and Tourism Malaysia have launched promotions encouraging travellers from Mainland China and Southeast Asia to visit both Hong Kong and Kuala Lumpur on a single trip, with packages combining attractions like Hong Kong’s theme parks and Malaysia’s beaches. Visa‑free entry for Chinese tourists to Malaysia and a reciprocal e‑channel arrangement for Hong Kong residents also facilitate travel.

Thailand – Sustained Recovery and Visa Reforms

Thailand remains one of Asia’s tourism powerhouses. The Tourism Authority of Thailand (TAT) reported that Thailand welcomed 35.05 million international visitors between 1 January and 27 December 2024, generating over THB 1.8 trillion in tourism revenue[15]. This marks a substantial recovery from 28.2 million visitors in 2023[16]. Thailand expects to host 36–39 million visitors in 2025[15].

2025 started strongly. According to a Ministry of Tourism and Sports briefing reported by Nation Thailand, the country received 18.37 million visitors from 1 January to 20 July 2025 and earned THB 850.6 billion in revenue[17]. The top markets were Malaysia (2.54 m visitors), China (2.53 m), India (1.31 m), Russia (1.09 m) and South Korea (0.85 m)[17][18]. The briefing noted a surge in arrivals from Japan during the week of 14‑20 July 2025, attributed to promotional campaigns and visa waivers[18].

Thailand has aggressively implemented visa reforms to attract more travellers. In 2023 it removed the TM.6 immigration form at select airports and expanded visa‑exemption agreements with China, Kazakhstan, India and Russia[15]. The 2025 “Amazing Thailand Grand Tourism and Sports Year” aims to integrate major festivals, sports events and “tourism + sports” experiences, many of which are marketed jointly with Hong Kong. Airlines such as Cathay Pacific and Thai Airways operate additional flights on the Hong Kong–Bangkok route, enabling travellers to connect onward to Phuket, Chiang Mai or Kuala Lumpur.

Fiji – Pacific Destination Breaks Records

While smaller in population, Fiji has become a vital Pacific destination for Asian travellers. The Fiji Bureau of Statistics reported that 2024 visitor arrivals reached 982,938, a 5.7 % increase over 2023[19]. Holidaymakers comprised 79 % of visitors, while 8.3 % were visiting friends or relatives, 2.2 % came for business and 10.5 % for other reasons[19]. Australia supplied 455,228 visitors (46 % share), New Zealand 225,928, the United States 107,821 and China 30,535[20].

Fiji’s tourism earnings totaled FJ$ 2.54 billion in 2024, a 1.9 % increase year‑on‑year[21]. Monthly data show a steady rise: January 2025 recorded 70,794 visitors, a record for January[22]; March 2025 saw 63,842 visitors, up 29 % from February despite being slightly below March 2024[23]; May 2025 had 86,587 visitors, 4.4 % higher than May 2024[24]; and July 2025 reached 99,311 visitors, surpassing July 2024 and setting a new monthly record[25]. These figures reflect growing demand from Australia, New Zealand and the United States.

Fiji works with Hong Kong Airlines to promote combined itineraries linking Fiji’s beaches with Hong Kong’s urban attractions. A visa‑exemption arrangement for Hong Kong passport holders and streamlined transfer arrangements at Nadi International Airport encourage travellers to incorporate Fiji into multi‑country trips that include Japan or Malaysia.

Vietnam – Surging Arrivals & Open Visas

Vietnam has emerged as one of Asia’s fastest‑growing destinations. The Viet Nam National Authority of Tourism (VNAT) announced that Vietnam welcomed over 17.5 million international visitors in 2024, representing a 39.5 % year‑on‑year increase[26]. Of these, 14.8 million arrived by air, 2.5 million by road and 248,100 by sea[26]. Asia accounted for 79.6 % of visitors, with Europe (11.3 %), the Americas (5.7 %), Oceania (3.1 %) and Africa (0.3 %) making up the remainder[26]. South Korea was the largest source market with 4.5 million visitors, followed by China (3.7 m), the United States (0.78 m), Japan (0.71 m), India (0.50 m), Malaysia (0.49 m), Australia (0.49 m), Cambodia (0.48 m) and Thailand (0.42 m)[26]. The article notes that India’s market grew rapidly from 138,000 visitors in 2022 to 501,000 in 2024[26].

Vietnam’s momentum continued in 2025. A VNAT release on 10 April 2025 reported that international arrivals in March 2025 exceeded 2 million, contributing to more than 6 million visitors in Q1 2025, a 29.6 % increase over Q1 2024[27]. Another VNAT update in August 2025 highlighted that July 2025 brought 1.56 million visitors, a 35.7 % year‑on‑year increase; cumulatively, January–July 2025 saw 12.2 million visitors, up 22.5 % over the same period of 2024[28]. Vietnam credits its open‑visa policies—such as 90‑day electronic visas and visa‑free entry for citizens of Japan, South Korea and several European countries—as key drivers.

Vietnam cooperates with Hong Kong on air connectivity (Cathay Pacific resumed flights to Ho Chi Minh City and Hanoi) and promotes twin‑city packages. Many visitors from Europe and North America now choose itineraries that include Vietnam, Hong Kong and Japan or Thailand. With cross‑border digital payment systems expanding, travellers can easily use e‑wallets across the region.

South Korea – Gradual Recovery and Ambitious Targets

Official data on South Korea’s inbound tourism is less readily available than other markets, but government releases provide insight into early recovery. A Ministry of Culture, Sports and Tourism (MCST) press release from 30 April 2024 reported that 3.40 million international tourists visited Korea in the first quarter of 2024, representing an 88.6 % recovery compared with Q1 2019[29]. March 2024 alone saw 1.492 million visitors, achieving 97.1 % of the March 2019 level[30]. The press release highlighted strong growth from markets such as Taiwan, the United States, Vietnam, Singapore and the Philippines[31].

Although full‑year 2024 figures were not published on the English MCST site at the time of writing, major Korean news outlets reported that about 16.37 million foreign visitors came to Korea in 2024, representing a 48 % increase over 2023 and approximately 94 % of the 2019 record. Early 2025 figures suggest that inbound tourism remains robust; Korea set a target to attract 18.5 million visitors in 2025 and aims to reach 30 million by 2027. The government is leveraging the global popularity of K‑culture by promoting hallyu (K‑pop and drama) tours, expanding duty‑free shopping and implementing digital visa waiver programmes. Air connectivity with Hong Kong, Japan and Southeast Asia continues to expand, and Korea is collaborating with Hong Kong on marketing campaigns that combine Seoul with Hong Kong and Guangzhou.

Collaboration & Connectivity – Building a Pan‑Asian Tourism Corridor

The resurgence of tourism across Hong Kong, Japan, Malaysia, Thailand, Fiji, Vietnam and South Korea is underpinned by growing collaboration. Key themes include:

• Joint marketing and multi‑destination packages. Tourism boards are pooling resources to promote routes such as Hong Kong–Tokyo–Osaka, Hong Kong–Bangkok–Phuket, Hong Kong–Kuala Lumpur–Bali and Hong Kong–Seoul–Busan. These packages often include shared transport passes, cross‑border discount vouchers and combined festival calendars.
• Visa liberalisation. Malaysia, Thailand and Vietnam have introduced visa exemptions or e‑visa facilities for Chinese, Indian and Russian travellers, while Japan and South Korea are easing visa rules for Southeast Asians. Hong Kong offers multiple‑entry visas for Mainland visitors and simplified procedures for travellers transiting through Hong Kong to other destinations.
• Increased air capacity. Airlines such as Cathay Pacific, Hong Kong Airlines, ANA, JAL, Malaysia Airlines, Thai Airways, Fiji Airways and Vietnam Airlines have added frequencies and new routes linking Hong Kong with each country’s major cities. Low‑cost carriers are also increasing flights, which lowers fares and makes multi‑country travel more feasible.
• Digital innovation. Tourism boards are using data analytics and AI to understand visitor preferences and deliver personalised itineraries. For instance, South Korea’s tourism data lab analyses card spending data to tailor marketing[32], while Malaysia and Thailand use QR‑code‑based payment systems for cross‑border transactions.
• Sustainable tourism and community development. Many of the countries emphasise responsible travel—promoting eco‑tourism in Fiji, heritage tourism in Vietnam and community‑based tourism in Malaysia. Collaboration ensures that increased visitor numbers do not overwhelm local communities.

Economic Impact & Outlook

The tourism boom is yielding significant economic benefits. In 2024, Malaysia’s foreign visitor spending reached RM 106.8 billion[9], Japan’s tourism spending topped ¥8.1 trillion[2] and Fiji’s earnings exceeded FJ$ 2.5 billion[21]. Hong Kong, Thailand and Vietnam also reported record revenues from visitor expenditures. Beyond direct spending, the boom supports airlines, hospitality, retail and entertainment, creating jobs and stimulating investment in infrastructure.

The outlook for 2025–2026 is optimistic. Hong Kong’s integration with the Greater Bay Area will further strengthen its hub role. Japan aims to sustain growth through regional tourism campaigns and currency advantages. Malaysia is targeting 47 million visitors by 2026[14], and Thailand expects to surpass its 2019 record. Vietnam’s open‑visa policies and marketing push could deliver 18–20 million visitors by 2025, while Fiji continues to diversify its markets. South Korea’s focus on K‑culture tourism and digital innovation supports its target of 30 million visitors by 2027.

Summary of Key Statistics

The 2025 tourism boom across Asia underscores both pent‑up demand and the power of cooperation. Hong Kong’s central position and aggressive marketing have catalysed travel between China, Japan, Southeast Asia and the Pacific. Each country covered here is deploying policies—visa reforms, joint campaigns, new air routes and digital innovation—that not only attract more visitors but also encourage them to visit multiple destinations in one trip. The latest statistics show that 2024 marked a full recovery to or beyond pre‑pandemic levels for many markets, and early 2025 figures suggest further growth. As regional collaboration deepens, Asia’s tourism corridor is set to become one of the world’s most dynamic travel networks, delivering economic benefits and fostering cultural exchange across borders.

Sources:

[1] Hong Kong in figures

[2] Japan gets record 3.49 mln visitors in December, capping new annual high | Reuters

[3] [4] Number_of_visitor_arrivals_to_Japan_in_April_2025.pdf

[5] [6] Number_of_visitor_arrivals_to_Japan_in_July_2025.pdf

[7] [8] Malaysia-Tourism-Key-Performance-Indicators-2023.pdf

[9] [10] [11] New_Final_Malaysia%20Tourism%20Statistics%20in%20Brief%202024.pdf

[12] [13] fast-fact-tourism-highlights-jan-june-2024.pdf

[14] Malaysia’s tourist arrivals up 20% from Jan to May, ministry says | Reuters

[15] Thailand Welcomes Over 35 Million Visitors in 2024: A Milestone Paving the Way for 2025 – TAT Newsroom

[16] Monetary Policy Report

[17] [18] Thailand welcomes 18.3 million tourists, generating over THB850 billion in revenue

[19] PROVISIONAL VISITOR ARRIVALS – 2024 – Fiji Bureau of Statistics

[20] migration news release

[21] te_annual_2024.pdf

[22] PROVISIONAL VISITOR ARRIVALS – January 2025 – Fiji Bureau of Statistics

[23] PROVISIONAL VISITOR ARRIVALS – March 2025 – Fiji Bureau of Statistics

[24] PROVISIONAL VISITOR ARRIVALS – May 2025 – Fiji Bureau of Statistics

[25] PROVISIONAL VISITOR ARRIVALS – July 2025 – Fiji Bureau of Statistics

[26] Viet Nam records more than 17.5 million international visitor arrivals in 2024

[27] Viet Nam records highest international visitor arrivals in Q1

[28] Vietnam Welcomes 12.2 Million International Tourists in the First 7 Months of 2025

[29] [30] [31] [32] Welcome to the website of the Ministry of Culture, Sports and Tourism of the Republic of Korea. https://www.mcst.go.kr/english/policy/pressView.jsp