From Tokyo’s neon lights to Danang’s beaches and Goa’s staycations, new travel data reveals how Asia is balancing outbound wanderlust with a powerful wave of homegrown exploration.
Japan: Still Asia’s Travel Obsession
Japan continues to hold an unrivalled position as Asia’s favorite international destination. According to Booking.com’s 2025 travel research, more than 70% of respondents across the region named Japan as their top choice.
Tokyo dazzles with its futuristic skyline, cutting-edge fashion, and world-class dining.
Osaka tempts travelers with historic landmarks, bustling markets, and a legendary street food culture.
Beyond the familiar cities, Fukuoka on Kyushu island has emerged as a rising star. Known as Japan’s “street food capital,” it is increasingly popular among travelers from Hong Kong and South Korea. Cross-border flows between Japan and Korea are growing stronger, with Seoul ranking as one of the most tracked outbound routes.
“Japan offers a rare blend of modernity and tradition, making it an evergreen favorite for Asian travelers.”
Vietnam: Danang Leads a 94% Surge in Domestic Travel
While Japan dominates outbound travel, Vietnam has seen a dramatic surge at home. Searches for local destinations jumped 94% year-on-year, signaling a strong appetite for short-haul leisure.
Cities like Danang—with its sandy beaches and vibrant food scene—are topping the charts. Vietnamese travelers are increasingly choosing weekend escapes that emphasize authentic culture, cuisine, and community.
Malaysia: A Cultural Tapestry Driving Exploration
Malaysia’s domestic tourism is also thriving, led by Kuala Lumpur, Melaka, and George Town. These cities are attracting travelers with their unique blend of Malay, Chinese, and Indian heritage.
From Melaka’s colonial streets to George Town’s UNESCO-listed charm and Kuala Lumpur’s modern skyline, Malaysia is offering locals a rich mix of heritage, gastronomy, and urban discovery.
India: Between Dubai Dreams and Staycation Trends
India is balancing both outbound and domestic growth.
Dubai remains the number-one international choice, fueled by cultural ties and strong air connectivity.
At home, Goa, New Delhi, and Bengaluru are seeing rising demand as Indians embrace staycations and domestic leisure travel.
The trend reflects a growing desire to explore India’s diversity while also enjoying the convenience and affordability of traveling closer to home.
Beyond Asia: Australians Choose Home, But Escape to Bali
In Australia, domestic destinations like the Gold Coast, Sydney, and Melbourne remain highly sought after. Yet for outbound leisure, Bali has overtaken Tokyo and Singapore as the most popular international getaway.
With its tropical climate, vibrant nightlife, and proximity to Australia’s east coast, Bali offers an irresistible mix of relaxation and accessibility.
Shifts in Demand: Bangkok Loses Ground
Not every destination is thriving. Bangkok, once the crown jewel of Southeast Asian tourism, has seen a notable drop in interest—down 20% among Chinese travelers and 18% among South Koreans.
Competition from emerging hotspots like Ho Chi Minh City, Kuala Lumpur, and Bali may be reshaping regional dynamics, though Bangkok continues to attract steady demand from Hong Kong and Singapore.
A New Era of Regional Travel
Asia’s tourism map is clearly evolving. Japan remains the beacon for international travelers, but domestic markets in Vietnam, Malaysia, and India are fueling a more sustainable, diversified growth story.
For tourism boards and hospitality players, the key will be adapting marketing strategies: balancing outbound promotion with investments in local travel experiences.
“Travel in Asia is no longer just about going abroad — it’s about rediscovering what’s at home.”
