Asia-Pacific travelers are challenging expectations by increasingly selecting both prominent urban centers, such as Tokyo and Osaka, and emerging coastal destinations like Nha Trang for their trips. With bookings made an average of 52 days in advance and a strong preference for meaningful, purpose-led travel, demand for both leisure and business trips has surged in recent months. This trend is supported by robust growth in hotel and air bookings as well as shifts in outbound tourism from dominant markets like China and India. Further analysis uncovers even more about these evolving preferences.
How are travel preferences in the Asia-Pacific region evolving as global tourism rebounds? Evidence from 2025 booking data and traveler surveys indicates a significant shift, with APAC destinations leading global trends.
Tokyo and Osaka have emerged as the top two trending summer destinations worldwide for June through September 2025, reflecting a strong preference for Japanese urban centers. Remarkably, eight of the world’s top fifteen trending summer destinations are located in the Asia-Pacific region, underscoring the area’s growing prominence in international travel patterns. In addition to air travel, rail travel in China and Japan is becoming increasingly attractive to business travelers, thanks to the speed, reliability, and environmental benefits of high-speed trains in these countries.
Tokyo and Osaka lead as 2025’s top summer destinations, highlighting Asia-Pacific’s rising influence in global travel trends.
Vietnam’s Nha Trang, recognized for its beaches, vibrant nightlife, and scenic coastlines, has gained attention as a new favorite, marking its first inclusion among globally trending destinations. This rise of both established and emerging locations demonstrates a broader demand for diverse experiences, as travelers increasingly prioritize meaningful, purpose-led trips instead of traditional sightseeing. Travel remains a top priority for 50% of global travelers, and this sentiment is particularly strong in the Asia-Pacific region even as rising costs impact travel decisions. Travelers looking to explore Vietnam’s varied terrain often focus on building hiking endurance to fully experience the country’s dramatic landscapes and multi-day trekking opportunities.
Coastal and nature-based destinations are seeing increased interest alongside prominent urban centers, indicating evolving traveler expectations.
Business travel data for 2025 points to Singapore, Tokyo, and Hong Kong as the most visited APAC cities for business purposes. These cities function as major financial and commercial hubs, attracting both professional and leisure travelers. Their continued popularity underlines the economic importance of business travel within the region, which remains strong despite global economic uncertainties.
Travel demand in APAC has proven robust, with hotel bookings up 10% and air bookings up 7% in the first quarter of 2025—outperforming regions such as the Americas and EMEA. From July to October 2024, APAC travel bookings surpassed retail sales by over 12 index points, and Southeast Asia experienced a mid-year surge in demand.
Travelers are planning further ahead, booking multi-day stays an average of 52 days in advance, signaling increased confidence and a desire for extended experiences.
China and India continue as dominant source markets, shaping outbound tourism flows. Chinese travelers favor visa-friendly, value-oriented destinations, while interest in Central Asia is rising. India’s outbound travel reached record levels, supported by expanded flight routes and a growing middle class.
These trends collectively illustrate why APAC travelers are defying expectations with their evolving destination preferences.
