2024 was a strong year for Travel and Tourism in APAC. And we won’t see this stopping any time soon. A Skyscanner study revealed that 80% of people in the region plan to travel and spend more on holidays in 2025.
Travelers are increasingly seeking out unique experiences from exploring hidden gems, embarking on pop-culture inspired itineraries to participating in historic collective moments.
Building on this trend, confidence in AI as a reliable travel planning assistant –whether to recommend destinations or curate itineraries is steadily growing. According to Booking.com’s annual Travel Predictions, 72% of Asia-Pacific travellers will use technology to search for authentic experiences that also allows them to leave a positive impact to the local communities.
With a wealth of exciting possibilities ahead in 2025, here are five key travel trends reshaping travel journeys in APAC—and how different verticals are responding to the growing travel bug.

Source: Shuttershock “Photo collage of cities in Japan”
#1 Travel Knows No Season
Travelers in APAC are embracing the flexibility to visit their desired destinations during off-peak or shoulder seasons, fuelled by the desire to avoid crowds, take advantage of lower prices for flights and accommodations, experience a more authentic connection with locals, and explore unique experiences beyond the typical tourist attractions.
Especially for Singaporean Gen Zs and Millennials, 67% believe they are able to accomplish more during quieter periods. New Zealand’s 2024 insights on Australian travellers also noticed that nearly 30% of visitors are engaged in snow sports during off-peak seasons.
Japan agents are well-integrating this initiative by promoting off-peak activities and regional attractions to distribute visitors more evenly throughout the year.
With the distinction between high and low seasons become less pronounced, travel and tourism companies are widening and diversifying offerings while leveraging social media to spark interest in a broader range of destinations.

Source: Shuttershock “Famed Elephant Falls of Shillong”
#2 Local Wonders Next Door
Major destinations in the region will remain popular, but this year’s focus shifts to lesser-known cities, rural villages, and hidden gems. These off-the-beaten-path locales are capturing the interest of explorers seeking authenticity, tranquillity, and sustainable tourism experiences.
In 2024, cultural and eco-friendly destinations like Dayong (China), Shillong (India), and smaller cities in Japan, Vietnam, Cambodia and Laos have surged in popularity.
Latest travel reports showed that more travelers in the region, especially in China and Japan, are gravitating toward shorter trips and favouring domestic destinations, driven by shifting preferences for safety, affordability, and convenience.
In response, markets are upgrading airports, while airlines are boosting flight frequencies, introducing new routes, and reopening connections to regional and domestic destinations, making under-the-radar spots more accessible than ever.

Source: Shuttershock “Marathon runner”
#3 For the love of Sports
Sports fans rank among the highest spenders worldwide, and APAC consumers are frontrunners. Data from Visa showed APAC leading the spending during the Olympic Games Paris 2024, specifically Australia, Hong Kong, Japan, China, and Singapore. A report from Collinson International revealed that 1-in-2 APAC sports fan spend more than US$500 per trip.
APAC travelers are willing to fly miles and spend big to support their favourite teams. They often combine their passion for sports with the chance to explore new cities and cultures, typically arriving 1–2 days before events and extending their stay for an additional 1–3 days afterward.
But from being fans on the bench, many are traveling to personally participate in events. In 2024, fitness competitions like HYROX and high-profile marathons have attracted significant followings, driving a surge in regional travel. Millennials are leading these trends, with the majority shifting their focus toward fitness and health, while also celebrating fitness milestones within their communities.
While many brands, particularly those in the health, nutrition, and sportswear sectors, use these events as platforms to increase brand recognition and following, travel and hospitality brands are now sponsoring events and leveraging the expanding sports enthusiast customer base. They offer tailored travel packages, exclusive deals, including wellness and recovery packages to attendees, enhancing the overall event experience while driving tourism.

Source: Shuttershock “Assistant Director holding a film slate on Yaowarat Road, Thailand”
#4 Ready, Set Jetting, Go
Expedia named set-jetting as one of travel behaviours to watch out for since 2022, with more than half of travellers in the region say TV and movies influence their travel decisions. And this trend is expected to strongly continue in 2025.
From movies, TV shows and other pop culture, fans are flocking to filming locations and reliving iconic moments they’ve admired onscreen.
- New Zealand’s landscapes have always attracted Lord of the Rings enthusiasts
- Netflix’s Squid Game and Culinary wars are becoming tourism magnets for South Korea.
- While for families with young kids, Brisbane Australia is gaining popularity for its immersive Bluey’s World experience.
Coming soon titles are already attracting interests to their filming locations, with Thailand emerging as a key beneficiary of this trend. According to a recent study by Travel Republic, search for Thailand holidays have surged by 412%, driven The White Lotus Season 3, showcasing scenes from Koh Samui, Phuket, and Bangkok. Similarly, the upcoming Jurassic Park movie is also expected to boost tourism to Thailand’s picturesque regions, including Trang, Phang-nga, and Krabi.
Social media platforms are amplifying these trends, with influencers and travel enthusiasts sharing their experiences and sparking greater interest in visiting these destinations firsthand. Instagram and YouTube remain key sources of trip inspiration for Gen Z and Millennials in APAC. On their 2023 report, TikTok reported a 410% increase in travel content views globally since 2021.

Source: Unsplash “Man on Cliff”
#5 Maximising Delight and Minimising Disruptions
Traveling with a peace of mind is becoming a top priority in the face of political, climate, and other post-pandemic disruptions. SAP Concur in its latest survey found that
- 86% of APAC travellers reported having to make last-minute changes over the past year due to delays, cancellations, or the need to re-route.
Because of these disruptions, 82% of respondents opted to add “booking buffers” to their journeys to accommodate schedule changes.
Travel insurance uptake in the region has also increased by 35%, reflecting the heightened need for stress-free getaways. According to MSIG Insurance in Singapore, they have seen a double-digit increase in claims between 2023-and 2024.
Additionally, accommodations and tour operators prioritising security measures, such as contactless check-ins, flexible cancellation policies, and enhanced travel management tools for seamless rebooking, are gaining advantage.
Leveraging the trends
The travel landscape in APAC in 2025 centers around personalisation, safety, and meaningful experiences. For brands, this creates a prime opportunity to tailor offerings, refine messaging to better resonate with shifting travel preferences, capitalise on trending content and events for increased visibility and more engaging campaigns, and identify opportunities for strategic partnerships or collaborations.