When you think of hospitality in Southeast Asia, there are four nations that keep popping up: the Philippines. Singapore, Thailand, and Vietnam.
This isn’t surprising: these four have long led the way in terms of tourism on a regional level, each of them drawing the eyes of the world through engaging campaigns, piquing their interest and translating it into memorable visits.
Such visits, of course, require room and board for travellers; and this has driven the growth of the hospitality industry in these countries, as well as Indonesia which is a rising power in the region.
As the South East Asia Hotel Investors’ Summit (SEAHIS) opens in Bangkok today, 15th June, we look into the five markets that are setting the pace for hospitality throughout Southeast Asia.
Indonesia: The synthesis of luxury and wellness
Mention Indonesia and the first thing that comes to mind for global travellers is the tropical destination that is Bali.
Indeed, Bali remains at the forefront of the Indonesian hospitality sector and 2025 was punctuated by a number of openings from global luxury brands which highlighted the island as the ultimate escape.
Likewise, Indonesia has significantly capitalised on the luxe wellness trend, casting the spotlight on ancient healing traditions and herbal preparations that have been in use for close to two millennia but this time framed by contemporary comforts.
Experts point out that this growth isn’t just being propelled by foreign guests, but more by Indonesia’s own rapid post-pandemic economic growth and the way the growing
The Philippines: Where gracious welcomes lead to memorable stays
Authenticity through a palpable human touch is what has long described the hospitality sector in the Philippines.
Boasting the second-largest tourism and hospitality workforce in the region, it shouldn’t be a surprise to know that the World Travel & Tourism Council (WTTC) reported that the country was the biggest contributor to the Southeast Asian tourism economy, bringing in US$91.8 billion to the regional tourism GDP.
According to a report released on the occasion of the 2026 ASEAN Tourism Forum: “[The Philippines combines] high economic value with strong employment intensity. While some ASEAN economies show high tourism dependence with smaller overall scale, the Philippines stands out for delivering both scale and inclusivity, reinforcing tourism’s role as a people-centered growth engine.”
At the same time, the country benefits from massive domestic spending and a focus on high-yield, longer-staying luxury travellers.
Singapore: The region’s dynamic hub for business travel
As the region's financial and technological powerhouse, Singapore excels in smart tourism and green urban development.
Indeed, the dynamic city-state captures premium business travelers and luxury leisure tourists by pioneering digital travel systems and developing world-class integrated resorts.
Furthermore, Singapore is raising the bar for MICE in the region and the hotels operating within are making it a point to draw business travellers in with a mix of comfort and convenience.
Thailand: Cornerstone of regional tourism
Thailand has long dominated the region’s tourism scene with its unique mix of rich tradition, vibrant nightlife, and pop cultural appeal, so it’s not surprising that hospitality has likewise flourished in the country.
The current count of hotels operating in Thailand is around 60,000 which offer 800,000 rooms, and the number includes smaller, bespoke players.
What makes Thailand a particularly intriguing location for hospitality is that 91 percent of its hospitality firms are locally owned, often in the form of single proprietorships.
The remaining nine percent, of course, is held by global chains, but it is expected that the number could rise within the current decade.
Vietnam: The au courant hub for hospitality investment
Currently driven by shifting source markets, Vietnamese hospitality has experienced massive infrastructure investments within the past year.
This has resulted in a potential increase of 11 percent for its total hotel room supply, and is one of the reasons why the country leads the Indochina hospitality scene in terms of performance growth.
Furthermore, with the rise of the Vietnamese middle class and the subsequent surge in demand for domestic travel, the country’s hotels are ramping up their offerings with immersive experiences running the gamut from gastronomic tours to gaining a deeper understanding of local culture through historical sites.
Vietnamese tourism may also attribute its surging growth to an influx of tourists from China and India.
