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Horizons 2024-2025

APAC Travel Trends

The most popular and top trending destinations for travellers from Asia-Pacific

Top destinations for APAC travellers 

Big cities across Asia are calling

Two South Korean cities, Seoul and Jeju, bookend a top 10 that – apart from London – is comprised solely of Asian destinations. Three Japanese cities feature, with Bangkok, New Delhi and Taipei also included.  

The average trip length is short, peaking at six days, apart from London at two weeks. Across the board, trip lengths are down YoY by around a day.  

Average lead times broadly fall between 30 and 70 days, with the highest being for London and Tokyo. Travellers are booking flights to New Delhi, on average, just 28 days before departure.

Across the board, YoY searches have grown by up to 89%, except London which has declined by 7%. 

Searches to Seoul have grown by 47% YoY from travellers across APAC

Trending destinations for APAC travellers

They’re loving off-the-beaten-path Asian destinations

All top trending destinations are in APAC itself, with Dayong, China and Shillong, India both experiencing large YoY increases in search volume of over 800%. Smaller destinations in India, Japan and Cambodia are all having a surge in popularity, taking up six of the top 10.  

Average trip lengths are short – all in single digits – as travellers keep their visits brief.  

Profile-Noor Ahmad Hamid

"It's reassuring to see that travel remains a top priority, with travellers showing an increasing willingness to shift their habits by visiting less touristy destinations and ensuring they leave a positive impact on the communities they explore. This aligns closely with the Pacific Asia Travel Association's (PATA) commitment to promoting responsible and sustainable tourism across the region.

"The report's findings, particularly the growing interest in smaller, second-tier cities within APAC, reflect a broader shift in traveller preferences – away from mass tourism and towards more meaningful, community-focused travel experiences. While APAC’s major cities continue to attract visitors, it’s notable how many travellers are actively seeking fresh inspiration on where to journey next, a trend PATA is proud to support as part of our mission to foster diverse, sustainable travel across the Asia-Pacific."

Noor Ahmad Hamid,
CEO, Pacific Asia Travel Association (PATA)

Spotlight on

India and Japan

Top trending destinations for Indian travellers:

Shillong, India-1

Shillong, India

+828%
YoY search increase
Baku, Azerbaijan-1

Baku, Azerbaijan

+744%
YoY search increase
Langkawi, Malaysia-1

Langkawi, Malaysia

+433%
YoY search increase

Top trending destinations for Japanese travellers:

Siem Reap, Cambodia-1

Siem Reap, Cambodia

+300%
YoY search increase
Miri, Malaysia-1

Miri, Malaysia

+237%
YoY search increase
Doha, Qatar-1

Doha, Qatar

+144%
YoY search increase

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