1. WHITEPAPER
TOURISM IN
SOUTHEAST ASIA
2013

2. www.webfluenz.com
OBJECTIVE
To analyse social media conversations to know –
• What are the top conversation drivers when social
media users talk about travelling to Southeast Asia?
• Where are visitors to Southeast Asia most likely to
come from?
• Which are the most preferred destinations in Southeast
Asia?
• What drives consumers to Southeast Asia? Which
tourism activities are most attractive?
• Who / what type of people impact travel decisions
related to Southeast Asia?
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here 2
METHODOLOGY
We used the Social Media Intelligence and Management Solutions from
webfluenz to get detailed in-depth analysis of conversations about travelling
to Southeast Asia, from across global social media sources.

3. www.webfluenz.com
WHY TOURISM? –
AN INDUSTRY OVERVIEW
• Tourism contributed to 9% of global GDP and
accounted for 255 million jobs in 2011
• By 2022 tourism is expected to grow to 10% of
global GDP and account for 328 million jobs, or one
in every ten jobs on the planet
TOURISM IN SOUTHEAST ASIA
• In 2011, Southeast Asia experienced the highest
growth in international arrivals
• It’s contribution to the regional GDP, at 10.9%, was
much higher than the world average, 9%.
• 74% of the spend on tourism came from leisure
travel
Social Media Boom
Recent studies reveal that –
1. What matters most when planning a
trip is not where you’re going, but who
you know that has already travelled to
that destination
2. 85% of travellers use social media
while on vacation
3. 70% upload photos to Facebook while
travelling
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here 3
• Almost half the entire spend was from the
Southeast Asian region

4. www.webfluenz.com
TOURISM IN SOUTHEAST ASIA
INSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONS
4
• Tourism activities of celebrities & influential
personalities
• Sharing photos – mostly on Instagram and Flickr
• Excitement around travelling
• Engaging in activities (backpacking, sightseeing, etc)
• Reasons for travel to the region: beaches and food
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here
Photo sharing
WHAT ARE PEOPLE TALKING ABOUT?
TOP CONSUMER CONVERSATION TOPICS

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WHERE ARE VISITORS TO SOUTHEAST ASIA MOST LIKELY TO COME
FROM?
BREAKUP OF GEOGRAPHIC SOURCES OF CONSUMER CONVERSATIONS
5
• 40% of the conversations
came from Southeast Asian
countries
• Most other big drivers of
chatter (apart from UK and US)
were neighbouring Asia
Pacific countries
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here
TOURISM IN SOUTHEAST ASIA
INSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONS
Implication: Consumers from the Southeast Asian region and
neighbouring countries are principal target bases for this region

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TOP PREFERRED DESTINATIONS IN SOUTHEAST ASIA
6
MOST PEOPLE ON SOCIAL MEDIA SAID THEY PREFER GOING TO INDONESIA
1. INDONESIA
Beaches of BALI Celebrity tours &
concerts in JAKARTA
Weekend getaways, events &
backpacking in BANDUNG
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here
TOURISM IN SOUTHEAST ASIA
INSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONS
2. SINGAPORE 3. THAILAND
5. MALAYSIA
Top
Places &
Activities-
Note: To read further about these
countries, download the full whitepaper
here
4.
PHILIPPINES

7. www.webfluenz.com
WHAT DRIVES PEOPLE TO SOUTHEAST ASIA? WHICH ACTIVITIES ARE MOST
ATTRACTIVE?
TOP REASONS FOR TRAVEL
Backpacking, Beaches, Food and Shopping
BACKPACKING
• Strongest association with Thailand, Indonesia
Philippines, Vietnam and Cambodia
• Most consumers shared experiences and advice
• Others talked about how backpacking in Southeast Asia
was on their wish list
7
Based on the reasons for and activities driving travel, consumers were segmented into –
• Destination travellers
• Experiential travellers
• Event / reward based travellers
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here
TOURISM IN SOUTHEAST ASIA
INSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONS
Note: To read about the various other reasons for travel, download the full whitepaper here
Keithusc’s Flickr photostream

8. www.webfluenz.com
WHO IMPACTS CONSUMER TRAVEL DECISIONS?
SEGMENTATION OF TOP INFLUENTIAL PEOPLE
8
Occupational Travellers
These people
travel for a living
and they are highly
influential on the
social web
Regular Travellers
The advice of
people who travel
frequently is taken
seriously
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here
TOURISM IN SOUTHEAST ASIA
INSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONS
Well-known personalities and their fans
Events, tours or
personal holidays
by famous
personalities prompt
them and their fans
to talk
Influencers from unrelated industries
Travel opinions by
influencers in other
fields circulate
among a group that
may not otherwise
be travel
enthusiastsShe has >900 followers on Twitter,
loves Harry Potter, Bleach, This Century She has >100,000 followers on Twitter, is a
part time fitness trainer, model, artist, CEO,
economist and gamer
A family that travels around the world to
discover themselves and the world
Has >9,000 followers on Twitter, is a
photographer, who travels around the
world for work

9. www.webfluenz.com
• What are the top conversation drivers when social media users talk about travelling to Southeast
Asia?
Tourism activities of celebrities, sharing pictures on the social
web, engaging in activities.
• Where are visitors to Southeast Asia most likely to come from?
Southeast Asian’s and people from neighbouring Asia Pacific countries
• Most preferred destinations in Southeast Asia?
Indonesia, Singapore, Thailand,
Philippines, Myanmar, Malaysia
• What tourism activities are most attractive?
Backpacking, Beaches, Food and Shopping
• Who are most likely to impact consumer travel decisions?
Professional travellers, regular travellers, well known personalities & their fans, influencers
from unrelated industries
HIGHLIGHTS
For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here 9

10. www.webfluenz.com 10
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