Market – Southeast Asia

The 9 team members are spread across Southeast Asia and based at the Swiss Embassies in Singapore, Bangkok, Kuala Lumpur, Jakarta, and Manila.

Singapore

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🇸🇬 / SCIB	Dominique Oi M.I.C.E. Manager Southeast Asia
Contact LinkedIn	+65 6468 2766 dominique.oi@switzerland.com www.linkedin.com/in/dominique-oi-638b9943/

🇸🇬 / KMM C&A	Nazrul Hakim Jumahat Marketing & Communication Manager Southeast Asia
Contact LinkedIn	+65 6462 5892 nazrul.jumahat@switzerland.com www.linkedin.com/in/nazrulhakim/

🇸🇬 / STS	Rudy Wiratno Sales & Marketing Manager Southeast Asia Singapore, Malaysia, Indonesia, Oceania
Contact LinkedIn	+65 6463 0720 rudy.wiratno@switzerland.com www.linkedin.com/in/rudywiratno/
Address	Switzerland Tourism c/o Embassy of Switzerland 1 Swiss Club Link Singapore 288162

Bangkok

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🇹🇭 / KAM	Thanchanok (Nok) Nuammano Trade Manager Southeast Asia Market Representative & MICE Manager Thailand
Contact LinkedIn	+66 86 347 3474 thanchanok.nuammano@switzerland.com www.linkedin.com/in/thanchanok-nuammano/
🇹🇭 / STS	Karun (Edd) Wararatchai Sales & Marketing Manager Southeast Asia Thailand, Philippines, Vietnam
Contact	+66 81 920 9557 karun.wararatchai@switzerland.com
Address	Switzerland Tourism c/o Embassy of Switzerland 35 North Wireless Road TH – 10330 Bangkok

Kuala Lumpur

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🇲🇾	Lyn Loh Market Representative Malaysia
Contact LinkedIn	+60 3 2148 0622 lyn.loh@switzerland.com www.linkedin.com/in/lyn-loh-b3a6841aa/
Address	Switzerland Tourism c/o Embassy of Switzerland 16 Persiaran Madge MY – 55000 Kuala Lumpur

Jakarta

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🇮🇩	Ferani Heng Market Representative Indonesia
Contact LinkedIn	+62 21 525 60 61 ferani.heng@switzerland.com www.linkedin.com/in/ferani-atmadja-heng-854812125/
Address	Switzerland Tourism c/o Embassy of Switzerland Jl. HR Rasuna Said Blok X 3/2, Kuningan IDN – 12950 Jakarta

Manila

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🇵🇭	Sofia Santelices Market Representative Philippines
Contact LinkedIn	+63 2 8845 4545 sofia.santelices@switzerland.com www.linkedin.com/in/gabrielle-sofia-santelices-3b2388186/
Address	Switzerland Tourism c/o Embassy of Switzerland in the Philippines 24/F BDO Equitable Tower, Paseo de Roxas, Makati City, Philippines

• Tourism Monitor Switzerland 2024
• Research Report 2024 Indonesia
• Research Report 2024 Malaysia
• Research Report 2024 Singapore
• Research Report 2024 Thailand
• Research Report 2024 Philippines

Marketing Activities 2025 – Offers

• Key Partners Briefing March 2025 (recording available on demand)
• Marketing Activities 2024 – Final Reporting

In recent years, Southeast Asia has solidified its position as one of Switzerland’s most dynamic outbound markets, with Thailand, Singapore, Malaysia, Indonesia, and the Philippines leading the way. After the COVID-19 setback, the region nearly reached its 2019 performance levels in 2022, only to experience a dramatic rebound in 2023—spurred by a “revenge” consumption trend that propelled nearly a 30% increase over 2019 and a striking 40% jump compared to 2022.

However, following Switzerland’s remarkable post-pandemic recovery in 2023 (reaching 29% above 2019 levels), the market landscape in 2024 grew more challenging. Heightened competition from China and other Asian destinations, alongside a strong Swiss Franc and rising inflation in the region, pushed up the cost of Swiss travel products and dampened demand. As a result, 2024 concluded with a 13% decline compared to the previous year.

Reflecting these challenges, Southeast Asia collectively recorded 635,498 overnights in 2024 (Jan-Nov) —down -12.8% from the previous year. Singapore led the region with 187,682 overnights (-8.9%), surpassing Thailand’s 163,705 overnights (-24.6%) to become the largest Southeast Asian market for Switzerland. Malaysia followed with 116,343 overnights (-11.7%), while Indonesia recorded 94,202 overnights (-9.2%). Notably, the Philippines stood out as the only market with positive year-on-year growth, reaching 73,566 overnights (+4.4%).

Despite the downturn in 2024, Southeast Asia’s potential remains strong for Switzerland Tourism. The region’s resilience and post-COVID consumer enthusiasm make it a strategic focal point for future initiatives. Moving forward, nuanced marketing and engagement strategies will be essential to navigate evolving competitive pressures and economic conditions, ensuring Switzerland remains a top destination for Southeast Asian travelers.

The Southeast Asian economy in 2025 presents a complex landscape of challenges and opportunities, with countries in the region striving for growth amid global uncertainties.

Thailand has made significant strides in positioning itself as a digital hub, with a focus on artificial intelligence (AI) and data centers. The country’s digital economy contributed 4.44 trillion baht in 2024, accounting for 23.9% of its GDP, and is projected to grow by 2.6% in 2025. Major tech companies like Google, Microsoft, and Datamax have invested over 100 billion baht in AI and data centers, reflecting Thailand’s commitment to digital transformation. The government has launched initiatives such as AI Thailand to promote AI development and strengthen economic expansion.

Singapore continues to be a key economic player in the region, with strong growth projections for 2024. The city-state’s focus on technology and innovation has contributed to its economic resilience.

Malaysia faces both domestic and external challenges in 2025. The country is working towards achieving 31% renewable energy share in its national capacity mix by 2025, with a strategic framework aimed at decarbonizing the electricity sector by 2035. However, sluggish household consumption due to a shrinking middle-class population and potential fiscal instability from new government programs pose internal hurdles.

Indonesia, the region’s largest economy, is grappling with similar domestic challenges, including slow household consumption and potential fiscal instability. The country is focusing on digital transformation and infrastructure development to boost economic growth.

The Asian Development Bank (ADB) has revised its growth forecast for Southeast Asia upward to 4.7% for 2024 and expects it to hold steady at 4.7% in 2025. Stronger manufacturing exports and public capital spending in larger economies drive this growth. However, the region faces risks from geopolitical tensions, trade fragmentation, and severe weather events.

In conclusion, while Southeast Asia faces significant challenges in 2025, including geopolitical tensions and climate risks, the region’s focus on digital transformation, renewable energy, and attracting foreign investment positions it for continued growth and resilience in the face of global economic uncertainties.

The outbound travel trade landscape in Southeast Asia for 2025 presents a diverse picture, with each country facing unique challenges and opportunities:

Singapore remains a robust outbound market, with travelers showing strong interest in international destinations. It’s the least cost-sensitive market in the region, with careful planning and good offers being highly sought after. For the 2025 holiday season, there’s a significant surge in interest for travel to China, with Beijing seeing a 48% rise, Shanghai up 81%, and Guangzhou up 87% compared to the previous year. This trend is particularly strong among younger generations, with 23% of Singapore’s Generation Alpha and Generation Z expressing strong interest in China.

Thailand’s outbound tourism is facing challenges, with only 60-70% of the 2019 outbound travel volume expected in 2025. The market is characterized by a saturated group segment where Chinese tourists are in decline. The focus is shifting towards Free Independent Travelers (FIT) and luxury segments. Recent data shows a sharp decline in Chinese tourist arrivals, with around 10,000 cancellations reported, primarily affecting chartered flights from second-tier Chinese cities. This decline is attributed to safety concerns and negative social media coverage in China.

Malaysia’s outbound travel market is mature but price-sensitive, particularly for Chinese tourists. The country is now targeting the growing Muslim FIT segment. In 2024, Malaysia welcomed 4.5 million Muslim tourists, generating RM14.7 billion (US$3.5 billion) in revenue. The country is strengthening ties with Organization of Islamic Cooperation (OIC) member countries to promote a Muslim-friendly tourism ecosystem.

Indonesia presents huge potential but is constrained by low purchasing power. The focus is on upscale and luxury consumers. The country faces challenges with Schengen visa supply, affecting travel to Europe. Despite this, the overall trend in Southeast Asia points to increased international travel, suggesting that Indonesian travel agencies might be focusing more on destinations within Asia or other regions with easier visa processes.

The Philippines has a growing market with high interest in China and a large premium market segment. Filipino travelers show a preference for multi-country itineraries, especially when traveling to Europe. There’s also a growing emphasis on outdoor adventures and food-focused trips, reflecting broader trends in Asia Pacific travel.

Across Southeast Asia, there’s a shift towards off-the-beaten-track destinations and more authentic experiences, partly in response to overtourism in major cities. The region is also seeing a trend towards relaxation and rejuvenation in travel choices for 2025.

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.