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

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.

Southeast Asia is projected to grow ~4.4% in 2026 (ADB – Asia Development Bank), supported by domestic demand and selective export recovery. Risks include trade fragmentation, geopolitical tensions, and climate volatility.

Singapore
GDP growth 1–3% (MTI), median forecast ~2.3%. AI-driven electronics and transport engineering support activity; inflation remains low. Risks: US tariffs on pharma/semiconductors and global demand softness.

Thailand
Growth stays weak at ~1.5–1.7% (Bank of Thailand/ADB). Tourism recovery and digital economy initiatives help, but household debt and political uncertainty weigh. Risks: tariffs, election-related confidence, and climate shocks.

Malaysia
GDP ~4.1–4.2% (MoF). Domestic demand and semiconductor/data-centre investment offset softer trade. Energy transition continues according to National Energy Transition Roadmap. Risks: tariff payback and subsidy reform execution.

Indonesia
Growth ~5.3% (Bank Indonesia), with upside if fiscal outlays accelerate. Drivers: public investment, downstreaming, domestic demand. Risks: global demand uncertainty, project execution pace, and rupiah stability.

Philippines
GDP ~5.7% (ADB), supported by consumption, remittances, and infrastructure. Risks: climate shocks, tariff uncertainty, and governance delays.

The outbound travel landscape from Southeast Asia in 2026 reflects rising international interest but growing caution among consumers. Here’s a refined look at each market:

Singapore

Outbound travel continues to grow, with market size projected to reach US$1.5 trillion by 2024, and a 6.2% CAGR expected through 2033. Singaporeans remain the least cost‑sensitive in the region, favoring value-based planning and personalized experiences. For 2025, searches on Booking.com indicate continued strong interest in ultra-personalized, “second-city” destinations—lesser-known Europe and Asia hubs.

Thailand

Outbound travel is rebounding post-2025, with Thai outbound expected to rise in line with Thailand’s “Value Over Volume” tourism strategy. Travel behaviors are shifting toward wellness, culinary and micro-break domestic escapes, while outbound demand is concentrated among millennials, Gen Z, and luxury segments, aided by digital booking tools. Visa waivers and budget-friendly packages further support outbound growth.

Malaysia

The outbound market is mature and value-focused. In 2025, 78% of Malaysian travelers prioritized food-focused cultural experiences, and 72% took cruise trips, showing diversified preferences. A growing share of outbound demand is from the Muslim-friendly FIT segment, supported by strong halal travel credentials and government-backed Muslim tourism initiatives.

Indonesia

Outbound travel is growing among upper-income and luxury segments, though constrained by lower broader purchasing power and past visa limitations. A major improvement for 2026 is the introduction of multi-year Schengen visas (up to 5 years), reducing friction for European travel. While Europe remains aspirational, there’s a rising focus on easier-access Asian destinations and digital nomad-friendly policies.

Philippines

Outbound travel continues to recover slowly. The Philippines resumed e‑Visa access for China in late 2025, with stronger results expected in 2026. Filipino travelers show growing interest in multi-country European itineraries, outdoor adventures, and hobby-driven experiences, driven largely by social-media and tech planning trends.

Switzerland Demand

Switzerland faces a cooling demand cycle after its post-COVID boom, as travelers shift toward closer, cost-effective destinations and tour operators diversify focus. However, strong opportunities remain in premium and experiential segments; especially among Singaporeans and Indonesians seeking luxury and authenticity, and Filipinos favoring multi-country European itineraries. Rising interest in wellness, nature, and off-the-beaten-track experiences aligns well with Switzerland’s positioning. Challenges include price sensitivity in Malaysia and Thailand, visa complexity for some markets, and aggressive competition from East Asia and regional destinations offering attractive packages.

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 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 stunning natural scenery, attracts Singaporean tourists looking for a balance between luxury and nature. Additionally, Muslim-friendly offerings in Switzerland are increasingly relevant for Singapore’s Muslim travelers.

Malaysian travellers, with a diverse cultural background, are drawn to Europe and Switzerland for a variety of experiences. The Muslim-friendly services and halal dining options in Switzerland make it appealing for Malaysia’s growing Muslim FIT segment. 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 visa constraints. 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. Muslim-friendly facilities also enhance Switzerland’s attractiveness for Indonesian visitors.

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 aligns with Filipino preferences. Catholic travelers from the Philippines also show interest in visiting religious and pilgrimage sites across Europe, which can be combined with Swiss cultural experiences.

In summary, Southeast Asian travellers exhibit a diverse range of interests—from local exploration and luxury experiences to active outdoor adventures and family-friendly activities—with growing demand for Muslim-friendly services and Catholic heritage visits complementing Switzerland’s appeal.

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