Cruise tourism in Southeast Asia generates US$10 billion in total economic output

Southeast Asia’s cruise industry demonstrated strong economic value in 2024, generating US$10 billion (S$12.9 billion) in total output representing 5% of global cruise industry output. The region delivered US$2,564 (S$3,308) per passenger visit – 2.4 times the global average per passenger, despite only accounting for 2% of global cruise passengers (186 million).

These findings are from the inaugural Economic Impact Assessment of Cruise Tourism for Southeast Asian Countries, produced by Tourism Economics for the Cruise Lines International Association (CUA), in partnership with the Singapore Tourism Board (STB). The study highlights the region’s cruise industry economic contributions in 2024, reinforcing the strategic importance of Southeast Asia in the global cruise landscape. It also underscores how the cruise industry brings substantial economic returns to destinations across the region.

This joint research initiative aligns with CLIA’s mission to promote the cruise industry’s growth worldwide. By providing comprehensive economic impact data, the study equips CUA and Southeast Asia stakeholders with evidence-based insights to support investment decisions and catalyse cruise developments in the region.

Southeast Asia Cruise Tourism at a Glance (2024)

Ms Jean Ng, Assistant Chief Executive, Experience Development Group, Singapore Tourism Board, said: “This study reinforces Southeast Asia’s strong cruise tourism value proposition, driven by a growing middle class, rising demand for diverse travel experiences, and rich destination variety. As ASEAN’s lead coordinator for cruise developments, Singapore is committed to working with regional neighbours and global industry partners to unlock Southeast Asia’s full potential for cruising and build a compelling destination network that attracts cruise lines while delivering sustainable economic benefits across the region.”

Mr Bud Darr, President and CEO of Cruise Lines International Association (CUA), said: “We greatly value the collaboration with the Singapore Tourism Board on this project. Their partnership enabled us to broaden the annual CUA Economic Impact Studies and, for the first time, measure the economic contribution of cruise tourism across Southeast Asia within our global analysis. The results underscore the region’s growing role as a driver of jobs, economic activity, and a global cruise sector that brings unforgettable travel experiences to millions of guests worldwide.”

Southeast Asia generates strong economic returns from cruise tourism

Southeast Asia’s cruise tourism recorded a strong performance in 2024, contributing US$4.5 billion (S$5.8 billion) to the regional GDP and 5% of global cruise-related GDP. This strong showing is reinforced by positive passenger sentiments, with 85% of cruise travellers rating their Southeast Asian experience positively and nearly half (47%) expressing intent to return for land-based travel. This attests to the sector’s potential to drive broader tourism growth.

This data highlights cruise tourism’s role as a gateway to future growth. It introduces visitors to the region’s diverse attractions and helps generate sustained tourism demand beyond the initial cruise visit.

Market concentration data reveals Singapore and Malaysia collectively accounted for 70%of Southeast Asian cruise passenger visits in 2024, with Singapore capturing 48% share of the region’s 3.9 million passenger visits, while Malaysia securing 22%. There remains significant potential for other Southeast Asian destinations to develop cruise capabilities to capture a larger share of the growing market.

The industry supported approximately 530,000 jobs across the wider economy, including tourism and port-related sectors, representing 30% of the global cruise-related employment. This shows the region’s importance as a primary workforce hub. Most of this employment is in the Philippines and Indonesia, collectively representing 85% of the workforce in Southeast Asia generated by cruise-related activities.