A new study into what travellers in the Asia Pacific region really want has found that its holidays to trusted destinations with plenty of flexibility, in light of recent global uncertainties.
Visa’s 2026 Global Travel Intentions study shows that familiar destinations that are closer to home are trending in this market, with 63% of respondents stating that they have travelled to destinations within Asia Pacific.
Japan was the top destination for 19%, followed by Australia at 7%, with Thailand, South Korea, and Hong Kong also popular, each accounting for 5%.
Looking to planned travel, Japan remains in the lead, followed by Australia, Hong Kong and South Korea. Interestingly, while the destinations proving popular are familiar, the experiences in demand are not. For example the report shows 37% of Asia Pacific respondents are planning trips around unique local experiences, with a focus on food and culture as well as major live entertainment and sporting events such as the Formula 1.
. . . Practical
The report also found that travellers are becoming more practical and more diligent in their planning, with 49% of respondents using AI tools to gather travel reviews and recommendations, 51% booking experiences in advance and 79% booking accommodation in advance.
There’s also more caution surrounding insurance and visa requirements, and monitoring of local current events. Visa Asia Pacific’s chief marketing officer Danielle Jin says the research affirms the importance of travel to Asia Pacific. “Travel is not slowing—it is becoming more planned, purposeful, and intentional.”
