Asia-Pacific leads trending tourism destinations

June 1, 2025

Asia-Pacific is home to eight of the world’s top 15 trending summer (Northern Hemisphere) travel destinations, according to Travel Trends 2025, the annual Mastercard Economics Institute (MEI) report on consumer spending in the travel economy.

Revealing that, while exchange rates and geopolitical dynamics can influence behaviour, the report highlights that passions and purpose-driven motivations remain strong drivers shaping tourism.

Japan leads the pack - with Vietnam's Nha Trang rising fast
The Japanese cities of Tokyo and Osaka are the world’s two top trending destinations for travel between June and September 2025, with the two largest increases in tourism demand relative to 2024 levels.

In 2024, Japan’s capital city also climbed from the number two spot that it held in 2024 heading into the peak mid-year season, reflecting its continued appeal. Meanwhile, Nha Trang in Vietnam made a surprise entry into the list, climbing in popularity thanks to its beaches, scenery and vibrant nightlife.

China and India the largest outgoing markets
The Chinese Mainland retained its position as the world’s largest outbound travel market in 2024. Chinese travellers are increasingly prioritizing value and visa-friendly destinations including Japan, Malaysia, and Singapore. Interest in Central Asian destinations such as Kazakhstan, Uzbekistan and Kyrgyzstan is also increasing.

India again posted the country’s highest number of outbound travellers on record in 2024. Indian tourists are exploring a broad mix of destinations - the top three being Abu Dhabi, Hanoi, and Bali - with growth supported by expanded direct flight connections and a rapidly growing middle class that is eager to travel. Together, the two markets continue to play an outsized role in shaping global travel flows.

Experiences over itineraries
Across Asia-Pacific, travellers are prioritising dining, nature, and wellness as key motivators for travel, seeking meaningful moments over traditional sightseeing. Destinations like Gianyar in Bali, Indonesia, known for its iconic Babi Guling spit-roasted pork, and Queenstown in New Zealand - where restaurants welcomed tourists from 44 countries in 2024 - are standing out as globalised culinary hotspots.

According to MEI’s Wellness Trend Index (WTI), Thailand is among the destinations leading the way in relaxation experiences and self-care, where visitors can reconnect with nature in immersive eco lodges or find calm in meditation retreats. At the same time, the rising WTI score for New Zealand suggests a growing effort to be part of this popular movement. Overall, the trend toward purpose-driven travel reflects people’s broader desire for experiences that nourish both body and spirit.

Sports fandom fuels travel
The rise of sports tourism continues, with major events like the Australian Open tennis tournament and Baseball World Series in Los Angeles drawing significant international spend. Shohei Ohtani’s World Series debut saw spending by Japanese visitors surge by 91%, six times the broader cross-border boost, highlighting how sporting events are proving to be powerful travel catalysts for fans.

Commenting on the findings, David Mann, Mastercard's Chief Economist - Asia Pacific, stated "the Asia-Pacific region continues to set the pace for global travel, with buzzing destinations like Tokyo, Shanghai, Seoul, and Singapore capturing the imagination of travellers around the world. Even as economic uncertainty persists, travel remains a bright spot - driven by people seeking meaningful, value-driven experiences. From exchange rates to regional accessibility, travellers are making smarter, more intentional choices about where they go and why, with a clear shift toward more personal, purposeful journeys.”

Travellers from Asia-Pacific tend to be more sensitive to exchange rate shifts
A weaker yen throughout much of 2024 played a significant role in boosting Japan’s inbound tourism, making the country a compelling destination for visitors in search of value. Notably, a 1% depreciation of the JPY against the RMB is associated with a 1.5% increase in tourists from the Chinese Mainland. However, visitors from New Zealand and the USA rose only around 0.2% in response to the same degree of depreciation relative to their currencies. In 2024, the number of Singaporean visitors to Japan hit record highs - thanks to a 40% rise in the Singapore Dollar (SGD) vs. Japanese Yen (JPY), even as airfare and hotels got pricier.

Click here to view the Travel Trends 2025: Purpose-driven journeys report along with other insights from MEI.

Image credit: Agoda.

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