Southeast Asian tourism is shifting towards “quality tourism,” prioritizing immersive experiences over visitor numbers to boost economic benefits while minimizing environmental and social impacts. A study by Oxford Economics and APISWA surveyed 1,800 tourists from five major markets, revealing that premium food and beverage (F&B) experiences significantly influence destination choice. Travelers are willing to pay up to $250 more per day for high-quality F&B offerings, valuing diverse options, exceptional service, and safety. Policymakers are encouraged to refine tourism strategies, focusing on premium experiences that cater to varied preferences, ensuring competitiveness and enhancing the value of tourism in the region.
