Asian travelers (excluding China) account for up to 40% of the international visitor traffic at destinations across Southeast Asia in 2023. Additionally, there is a notable trend towards intra-regional travel among Asian travelers, who increasingly select destinations based on available information, imagery, and brand reputation. This raises the question: How Do Asian Travelers Rank Southeast Asian Destination Brand Strength? and which places do they prefer for future visits and are most likely to recommend to others? Discover the Southeast Asia Destination Brand Strength Navigate 2024 Ranking through a comparison of two critical indices below.
The Destination Brand Strength Score for Southeast Asian Destinations Remains Modest Compared to the Regional Average
Overall, Southeast Asian destinations exhibit a Destination Brand Strength Score™ that falls below the regional average for Asia. Cambodia, with a score of 117.6, is at the bottom of the rankings, trailing the average by 27.9 points. Vietnam also scores below the regional average, ranking 5th out of 07 Southeast Asian destinations. This indicates that brand communication efforts are relatively limited across most Southeast Asian destinations. In contrast, Singapore and Thailand show notably higher scores of 152.0 and 147.8, respectively, surpassing the regional average. Singapore’s leading position is reinforced by its top scores across various metrics, reflecting substantial investments in destination marketing. Thus, the rankings underscore the importance of effective brand communication in a highly competitive market.
NPS Analysis Reveals Southeast Asia’s Destination Brand Challenges
Consistent with the Destination Brand Strength Score™, the Net Promoter Score (NPS)—the most crucial metric for measuring destination brand effectiveness—also reveals that the willingness of travelers to recommend destinations is generally below the regional average for Asia. This reflects a lack of robust brand health and visitor satisfaction among Southeast Asian destinations. Nevertheless, Singapore and Thailand maintain their positions as the top two destinations, with significantly higher scores compared to the regional average. Vietnam continues to hold the 5th position, ahead of only Cambodia and the Philippines. This further highlights the critical need for focused efforts on measuring and enhancing destination brand strength through strategic marketing initiatives.
To gain deeper insights into destination brand effectiveness and the perceptions of Asian travelers towards the 7 Southeast Asian destinations, download the Southeast Asian Destination Brand Navigate 2024 report, sourced from Asia Travel Market Tracker. This report provides valuable and strategic insights for improving competitive advantage in the challenging Asian market.
