Tourism is experiencing remarkable transformations across Asia, as dynamic trends emerge against the backdrop of regional challenges and shifting preferences. From the mystical landscapes of Jeju Island to Cambodia's captivating Angkor temples, these spots are both thriving and grappling with the ever-evolving demands of travelers. Recently, Jeju Island, long lauded as South Korea's top domestic getaway, has seen interest dwindle, sending ripples through its tourism-dependent economy.
According to travel research firm Consumer Insight, July 2024 marked the lowest recorded interest for Jeju, with only 29% of respondents eager to visit. This stark figure indicates a sharp decline from 41% just three months earlier. Further analysis shows Jeju’s share of planned trips plummeting, starting from 13% earlier this year to just 9% by July, alluding to potential long-term repercussions for the region.
Meanwhile, there’s been a noticeable shift to neighboring Gangwon Province, which has seen its share of anticipated travel balloon to 27%—a clear sign travelers are now opting for its beaches and ski resorts over Jeju’s traditional offerings. A spokesperson from Consumer Insight noted, “It’s not an exaggeration to say the eyes of travelers turning away from Jeju are now looking toward Gangwon.” It appears Jeju, once the go-to destination for beach lovers and cultural explorers, must now re-evaluate its appeal.
Across the border, Cambodia’s famed Angkor temples are witnessing their own tourism phenomenon, where the globally popular mobile game Temple Run is inspiring visitors to experience the ancient grounds through the lens of gameplay. Tourists are increasingly sharing videos of themselves darting around the ruins of Angkor Wat, blending modern technology with traversing historical landscapes.
This excitement is catching the attention of cultural anthropologists and tourism officials alike. Cambodian Prime Minister Hun Manet has publicly endorsed this social media trend, recognizing its potential to promote the country’s tourism. He stated, “Foreign visitors come to our temples and post their videos on TikTok—not for business or on TV, but to promote our tourism industry.” Yet, not everyone agrees. Conservationists express alarm at how visitors rushing to capture content could inadvertently damage the ancient structures or diminish their intrinsic cultural value.
While some experts argue for the benefits of such digital engagement, caution is also advised. Authorities like Long Kosal of the Apsara National Authority have called for tourists to exercise care during their visits. “The Temple Run trend is aimed at promoting tourism growth. We urge our tourists to be careful….” They’re aware of the risks involved, particularly with the uneven and fragile nature of the temple stones.
Just as the digital age influences tourism kindling interest, so too does economic status. Luxury tourism is receiving fresh attention as ever more travelers from India set their sight on Vietnam. The country’s blend of scenic beauty, cultural richness, and world-class hospitality places it comfortably on the wish lists of affluent tourists. Recently, the Vinpearl chain of resorts has captured headlines after hosting high-profile events, including lavish weddings for India’s wealthiest.
The extravagance of these events not only showcases Vietnam’s potential as a luxury destination but also its draw for economic engagement between nations. More than 4,500 employees from the Sun Pharmaceuticals Industries Limited traveled to Vietnam for their company’s sponsored vacation recently, pointing to the growing preference for Vietnamese venues for elite gatherings.
Over the years, Vinpearl has played a pivotal role, setting standards and revolutionizing Vietnam's tourism sector. The resort chain boasts properties across 17 provinces and continues to expand, adapting to the ever-changing demands of the luxury market. One standout, the Vinpearl Resort & Spa Ha Long, blurs the lines between natural beauty and opulence, demonstrating the attractiveness of combining luxury with local cultural proximities.
Among its notable offerings, Vinpearl’s commitment to quality during and after the COVID-19 pandemic has paved the way for rapid recovery. With 742,000 visitors welcomed to its facilities last year alone, it’s clear the company’s strategies resonate well with today’s tourists. Luxury travelers, particularly from India, are increasingly favoring Vietnam due to its allure and connectivity options, whether for luxurious vacations, cultural engagements, or significant events.
It's evident Asia's tourism sector remains vibrant but is not without its growing pains. Seeking balance, stakeholders from Jeju to Vietnam wrestle with competing desires—maintaining cultural integrity, ensuring sustainable practices, and capitalizing on burgeoning opportunities. This balancing act—where modern influences clash with traditional legacies—may very well define the future of tourism across the continent.
