In Southeast Asia, our team focuses on the main markets of Singapore, Thailand, Malaysia, and Indonesia. In addition, we are active in the Philippines with our Antenna in Manila.


  1. Know the basics
  2. Bi-monthly market update
  3. Localized annual plan 2024

Know the basics

AddressSwitzerland Tourism
Embassy of Switzerland
1 Swiss Club Link, Singapore 288162
Market ManagerBatiste Pilet
Director Southeast Asia
Contact+65 91723992

Meet the Team

The 8 team members are spread across Southeast Asia and based at the Swiss Embassies in Singapore, Bangkok, Kuala Lumpur, Jakarta, and Manila.


🇸🇬 / SCIBDominique Oi
M.I.C.E. Manager Southeast Asia

+65 6468 2766
🇸🇬 / KMM
Nazrul Hakim Jumahat
Marketing & Communication Manager Southeast Asia

+65 6462 5892
🇸🇬 / STSRudy Wiratno
Sales & Marketing Manager Southeast Asia

+65 6463 0720

Market activities

Last updated: 01/22/24 by bp

Market update and reporting of finalized activities 2023

Localized annual plan 2024

Last updated: 01/23/24 by bp

Market Situation

In recent years, Southeast Asia has emerged as a robust outbound source market for Switzerland, with countries such as Thailand, Singapore, Malaysia, Indonesia, and the Philippines playing pivotal roles. The region’s recovery from the COVID-19 pandemic has been noteworthy, reaching almost 2019 levels in 2022. The subsequent year, 2023, witnessed a remarkable surge in growth, demonstrating a prolonged „revenge“ consumption behavior, resulting in a growth rate just below 30% compared to 2019 and a staggering 40% increase from 2022.

Thailand, as the top-producing market, has experienced a full recovery, though with signs of stagnation. Accounting for 30% of the region’s overnights, it remains a key player in Southeast Asia. Singapore, the second-strongest market, exhibited robust growth in 2023, amounting to 28% of the region’s overnights. This signifies a consolidation of its position, bringing it close to rivaling Thailand’s market share.

Malaysia and the Philippines, contributing 18% and 10% to Southeast Asia’s overnights respectively, have emerged as markets with the strongest growth. Both countries experienced an impressive increase of over 70% compared to pre-pandemic levels in 2019. Meanwhile, Indonesia, producing 14% of the region’s overnights, demonstrated stable growth nearing 20% compared to 2019.

In conclusion, Southeast Asia stands out as the strongest growing market for Switzerland Tourism. The region’s resilience and impressive recovery post-COVID, coupled with the prolonged surge in consumer activity, position it as a strategic hub for Switzerland’s tourism initiatives. The varying growth rates across countries underline the importance of a nuanced approach to marketing and engagement, ensuring that Switzerland Tourism maximizes its potential in this dynamic and flourishing outbound market.


The economy in Southeast Asia displays a dynamic landscape characterized by a mix of challenges and opportunities.

Thailand, with its diverse economy, has shown resilience amid global uncertainties. The country has focused on economic reforms and digital initiatives, fostering innovation and attracting foreign investment. However, political uncertainties persist, affecting investor confidence.

Singapore continues to be a regional economic powerhouse, driven by its robust financial sector, technological advancements, and strategic location as a global business hub. Despite economic vibrancy, Singapore faces challenges such as an aging population and the need for continued innovation.

Malaysia, a resource-rich nation, has been navigating economic diversification efforts. The government has aimed to boost industries such as technology and renewable energy, striving for sustainable growth. Economic policies and political stability remain crucial factors influencing Malaysia’s market trajectory.

Indonesia, the largest economy in Southeast Asia, has seen notable economic expansion. A focus on infrastructure development, digital transformation, and efforts to enhance the investment climate have contributed to positive market sentiments. However, challenges like bureaucratic hurdles and regulatory complexities persist.

The Philippines, with its young and growing population, is on the path to economic recovery. Government initiatives promoting infrastructure development, coupled with a resilient business process outsourcing industry, have contributed to economic stability. However, external factors such as global economic uncertainties impact the country’s growth trajectory.

Overall, the Southeast Asian market presents a mixed picture, reflecting the diverse economic and political landscapes of its constituent nations. While each country faces unique challenges, ongoing efforts toward economic diversification, technological innovation, and infrastructure development contribute to the region’s overall growth potential. Investors and businesses operating in Southeast Asia need to remain vigilant, considering both the opportunities and risks inherent in this dynamic market.

Travel industry

The outbound travel trade landscape in Southeast Asia is characterized by a dynamic industry responding to diverse consumer preferences and emerging market trends.

In Thailand, the outbound travel trade has gained momentum as an increasingly affluent middle class seeks international experiences. Travel agencies play a vital role in catering to diverse preferences, offering packages that range from cultural immersions to adventure travel. The industry has adapted to changing consumer behaviours, emphasizing personalized experiences and eco-friendly travel options.

In Singapore, the outbound travel trade is robust, featuring well-established travel agencies. These mature companies, while known for reliability, tend to be conservative when it comes to creating new products. Despite this approach, they continue to cater to diverse preferences, offering packages from traditional cultural tours to emerging trends in adventure travel, contributing to the strong growth of Singapore’s outbound travel market.

In Malaysia, the outbound travel trade is experiencing significant growth, with a specific focus on the fast-growing Muslim market. Travel agencies actively develop tailored packages to appeal to the preferences of Muslim travellers, with offerings that adhere to halal travel standards. This strategic approach to capturing the niche market has resulted in the creation of unique and specialized travel products, contributing to the overall dynamism of Malaysia’s outbound travel sector.

In Indonesia, the outbound travel trade has shown consistent growth, but the expansion to Europe has faced challenges due to the slowed supply of Schengen visas. Despite this hurdle, the industry remains dynamic, driven by factors such as the growing middle class and increased disposable income. Travel agencies in Indonesia navigate visa-related constraints to meet the demand of travellers interested in exploring the diverse offerings of Europe.

In the Philippines, the outbound travel trade features a preference for multi-country itineraries, especially when traveling to Europe. Travel agencies continue to offer products with extensive European tours, highlighting diverse cultural and historical experiences. This trend underscores Filipino travellers’ inclination for comprehensive and immersive journeys, contributing to the sustained growth of the outbound travel market from the Philippines.

Travel behavior

The travel behaviour of guests from Southeast Asia, specifically from Thailand, Singapore, Malaysia, Indonesia, and the Philippines, when journeying to Europe and Switzerland, showcases a blend of diverse preferences and cultural inclinations.

Thai travellers exhibit a penchant for local exploration and scenic landscapes. When visiting Europe and Switzerland, they often seek out historical landmarks, picturesque towns, and indulge in local cuisine. Switzerland’s alpine beauty and cultural richness appeal to Thai tourists, who appreciate the serene landscapes, charming villages, and opportunities for outdoor activities.

Singaporean travellers, known for their affinity for luxury and modern experiences, often explore Europe and Switzerland for upscale vacations. They favour cosmopolitan cities, high-end shopping districts, and pleasure seeking experiences. Switzerland’s blend of urban sophistication in cities like Zurich and Geneva, coupled with its stunning natural scenery, attracts Singaporean tourists looking for a balance between luxury and nature.

Malaysian travellers, with a diverse cultural background, are drawn to Europe and Switzerland for a variety of experiences. The Muslim-friendly offerings in Switzerland, along with its diverse landscapes, make it an attractive destination. Malaysian tourists often seek adventure, cultural enrichment, and family-friendly activities, and Switzerland’s alpine adventures and family-oriented attractions cater well to these preferences.

Indonesian tourists, while displaying a growing interest in European travel, face challenges due to the slowed supply of Schengen visas. However, those who manage to visit Europe and Switzerland often seek a mix of local exploration and natural beauty. Switzerland’s picturesque landscapes, including its lakes and mountains, resonate with Indonesian travellers’ appreciation for scenic beauty.

Filipino tourists, when traveling to Europe and Switzerland, often opt for multi-country itineraries. They enjoy exploring various European cultures, historical sites, and natural attractions. Switzerland’s reputation for safety, cleanliness, and efficient public transportation, family-friendly infrastructure aligns with the preferences of Filipino travellers, making it a preferred destination in their European journey.

In summary, Southeast Asia travellers exhibit a diverse range of interests, from local exploration and pleasure seeking luxury experiences to active outdoor adventures and family friendly activities.


In Southeast Asia, ST focuses primarily on the personas KRIS, QUINN, PAT, and JO. Find more information about the personas here.  

Key Performance Indicators

Final 2023Budget 2024
Bed nights hotels833,966856,206
Turnover Total (CHF)250 Mio.257 Mio.
Growth 2022 – 2023+33.7%
Campaigning & Activation*
·      Top-Marketing Contacts138,352,95360,000,000
·      Customer reactions518,799460,000
·      Tracked Sessions on per year992,501900,000
·      Bouncing Rate on MyS.comn/an/a
·      Engagement Rate on MyS.com48.7%48%
·      Engagement Rate on Social Media0.55%0.55%
Media work (KMM)*
·      Top-Coverage articles80120
·      Top-Coverage media contacts47,271,72040,000,000
·      Qualified Interactions with KMM124150
Trade (KAM)*
·      Influenced overnight with tour operators160,008160,000
·      Influenced revenue with tour operators48,002,40048,000,000
·      Specific group and FIT packages134134
·      Qualified Interactions with KAM1,5171,800
·      Meetings: RFP’s150120
·      Influenced revenue business events14,035,2849,990,000
·      Qualified Interactions with business accounts641650
Partner cooperations
·      Investments tourism partners (CHF)697,540756,801
* numbers incl. Philippines