Many respondents named an ASEAN member state as their most preferred country to live or work in, ranking first among respondents from Malaysia (32%), Brunei (28.4%), Singapore (23.2%) and Vietnam (17.9%).

Meanwhile, respondents in the region’s five largest countries, includig Vietnam, Indonesia, Malaysia, the Philippines and Thailand, preferred to remain in their home countries.

Within ASEAN, Thailand was the most preferred travel destination; interestingly, Thais themselves overwhelmingly chose their own country (85.7%).

Its appeal is attributed to its business-friendly environment, high standards of education, healthcare and transport, low levels of crime and political stability, among other factors, according to the survey.

Japan has long been a favoured destination for Southeast Asian tourists, with many Indonesians, Filipinos and Thais finding employment in various sectors of the world’s fastest-ageing economy, the ISEAS–Yusof Ishak Institute reported.

Japan’s large investments in human resource development, trade and aid in these countries have helped sustain its soft power. Its strong tourism promotion efforts and weaker currency have further added to its appeal, not only among Southeast Asians, the institute said.

The survey allowed respondents, in addition to ASEAN member states, to choose from the European Union, Australia, Canada, China, Japan, New Zealand, the Republic of Korea (RoK), Britain and the United States.

Vietnam among top destinations for Russian and Korean travelers in 2026

VOV.VN - Vietnam has emerged as one of the leading overseas destinations for travelers from the Republic of Korea and Russia in the first quarter of 2026, according to newly released tourism statistics from both markets.

Vietnam rises as top destination for Filipino travelers

VOV.VN - Images of Vietnam’s landscapes, cuisine and travel experiences have appeared with increasing frequency across Philippine media outlets in recent months, reflecting the country’s growing appeal among Filipino travelers.