Published on
September 23, 2025
In the first half of 2025, fresh research carried out by Booking.com shows that travel trends in Asia continue to evolve and that Japan still remains the most popular international travel destination. Also, there has been a surge in domestic travel in a number of Asia markets, particularly in Vietnam, India, and Malaysia. This is altering how travel is viewed and offers new perspectives on how travel priorities are changing in the region.
Japan: The Leading International Destination
Japan still fascinates many travelers in Asia. Reports that people’s interest in Japan is more than over 70% in Asia. Hence Japan has a great grip and power over Asia.
For travelers originating from Taiwan, China, Hong Kong, Singapore, and South Korea, the most popular location is always considered to be Tokyo and Osaka. Tokyo is a modern city filled with technological advancements, while Osaka is a center for traditional buildings, busy marketplaces, and culture rich food.
Starting towards the fourth quarter of the year 2023, the focus of interest centers on the extensive population of Hong Kong and the southern peninsula of Korea with the islands of Japan, notably the port city of Fukuoka, which lies on the southern edge of the country. While Fukuoka in particular and Japan in general get prefixed with the tag ‘street food capital of the world’, the country offers a wide range of street delicacies and culinary adventures which makes the city also a culinary delight.
The country of Japan fascinates people, and moreover offers value to the interests of people visiting the country. It caters to a bandwidth of interests, allaying wonder and hospitality to foreign audiences. The sizable volumes of traveling interest shed light on a country’s cultural attractions which seem to thoroughly capture the heart and spirit. Notably, and because of the geographical proximity, Seoul emerges as the Japan’s tracked third city, perhaps indicating regional motions in increase cross Japan-Korea to the people from South Korea.
Domestic Tourism Booms in Vietnam, Malaysia, and India
While Japan leads outbound travel demand, domestic tourism is also experiencing a substantial surge in several Asian countries. Vietnam has witnessed a 94% year-on-year increase in local travel searches, with cities like Danang topping the list. This marks a significant shift toward exploring local culture, food, and landscapes rather than venturing abroad. Vietnamese travelers are opting for weekend getaways and short trips within the country, spurred by a desire for authentic, culturally rich experiences.
Malaysia is also seeing a notable increase in domestic travel demand. Kuala Lumpur, Melaka, and George Town are among the most searched destinations, reflecting a growing interest in exploring the country’s rich historical, cultural, and culinary offerings. Malaysia’s unique fusion of Malay, Chinese, and Indian influences makes it a rich destination for those seeking both heritage and modernity in their travels.
India is experiencing a dual travel trend, with international destinations and domestic hotspots gaining traction. Dubai continues to dominate as the most popular international destination, but domestic tourism is thriving as well. Goa, New Delhi, and Bangalore have seen an uptick in searches, with more Indians choosing to vacation within their own country. Analysts attribute this trend to the rise of staycations, the desire to experience different parts of India, and the country’s sizable diaspora connections with the Middle East. For many Indian travelers, Dubai remains a major international hub, yet the convenience and allure of domestic travel are becoming increasingly appealing.
Australia’s Domestic Tourism Trend
Australia, too, mirrors the trend of a growing preference for domestic tourism. Cities like the Gold Coast, Sydney, and Melbourne are seeing heightened demand from both international and local visitors. The Gold Coast’s pristine beaches, Sydney’s iconic landmarks, and Melbourne’s cosmopolitan culture continue to attract tourists from across the globe. However, Australians themselves are also keen on exploring their own country, reflecting a regional shift toward staycations and short domestic breaks.
For international travelers, Bali has emerged as the top destination, overtaking Tokyo and Singapore. The island’s tropical appeal, vibrant culture, and accessibility have made it a favorite for Australians seeking a quick getaway. Its proximity to Australia, combined with its beautiful beaches and laid-back atmosphere, makes Bali an attractive alternative to further-flung destinations.
A Shift in Travel Priorities and Preferences
The marked rise in domestic travel across Asia highlights a shift in travelers’ priorities. With the ongoing uncertainty in the global travel landscape, many tourists are opting for more localized experiences. Factors such as budget constraints, the ease of travel within one’s own country, and a growing desire for cultural and culinary immersion have contributed to this trend.
Countries like Vietnam, Malaysia, and India are witnessing the positive effects of this shift, with domestic tourism becoming a vital part of their economic recovery and growth. For local businesses, this surge in domestic travel means increased demand for hotels, restaurants, and transportation services, providing much-needed economic stimulation.
Impact on International Travel: Declining Interest in Bangkok
While some destinations are experiencing strong growth, others are facing declining interest. Bangkok, once a staple of Southeast Asia tourism, is seeing a downturn in demand. Searches from China and South Korea have fallen by 20% and 18%, respectively, reflecting a broader trend of travelers shifting their focus elsewhere. Despite this, Bangkok remains a popular destination for tourists from Hong Kong and Singapore, indicating a regional variance in travel preferences.
Factors such as the rise of other regional destinations, shifting political dynamics, and changes in tourist behavior could be contributing to Bangkok’s waning popularity. With neighboring cities like Ho Chi Minh City, Kuala Lumpur, and Bali gaining traction, travelers seem to be exploring new options within Southeast Asia.
A New Era of Regional Travel
Booking.com’s 2025 data has highlighted some trends which suggest that the travel landscape within Asia is evolving. While Japan remains the top international destination, the growth of domestic tourism in Vietnam, Malaysia, and India indicates that travelers are beginning to change their leisure patterns. Increased interest in staycations and local experiences is contributing to the developing and more variegated tourism landscape in Asia which is fueled by a combination of outbound and domestic travel.
These shifts in travel patterns are certain to benefit local economies and the tourism industry within the region. There is a certain level of sustainability in domestic tourism that promises growth, innovation, and culture exchange. There’s a need to realign the marketing tactics towards the shifting travel trends in order to stay relevant to the market.
