The top APAC destinations of 2024

The global travel sector saw a robust resurgence in 2024 following muted post-pandemic rebounds in 2023 and 2022, with the Asia-Pacific (APAC) region a key engine of this momentum. According to the latest Mastercard Economics Institute (MEI) report, “Travel Trends 2024: Breaking Boundaries,” APAC accounts for half of the world’s top 10 trending destinations. Driven by favorable economic conditions, longer stays, and a renewed focus on meaningful experiences, the region is once again claiming its place as a global travel leader. Regional winners Japan leads the pack as the top trending destination globally. In March this year alone, the country welcomed over three million international visitors, a record-breaking figure even before its peak travel season began. Japan’s enduring appeal is bolstered by the weak yen, which has reached its lowest point since 1990. This favorable exchange rate has made the country a prime value-driven choice for tourists, boosting sectors such as retail, dining, and local hospitality. Looking ahead, Japan is also poised to maintain this leadership position into the summer, with Tokyo ranking as the second most sought-after summer travel destination globally after Munich. Hong Kong, another strong performer, is seeing tourists stay longer, with average trip durations increasing to 6.4 days — a 1.1-day jump compared to 2019. This trend aligns with APAC’s broader trajectory: visitors to the region now extend their trips by an average of two days to 7.4 days. Markets such as India, Vietnam, Indonesia, and Japan are driving this trend, with slower hotel price growth in these destinations providing additional incentive. Longer stays translate to greater spending per trip, boosting local businesses that depend on tourism dollars. In Hong Kong specifically, casual and luxury dining have emerged as top categories for tourism spend, with increases of 248% and 237% year-on-year, respectively. Luxury retail has also rebounded significantly, experiencing a 208% YoY surge as late reopenings attract pent-up demand. Shorter, closer The MEI report highlights a key recovery theme: shorter, intra-regional travel. Destinations like Bangkok, Seoul, and Bali have emerged as popular choices for APAC travelers seeking closer-to-home options. This is particularly evident among travelers from Hong Kong, whose top destinations include Bangkok, Okinawa, and Tokyo. Bali, another key destination, ranks sixth on the list of locations that proved popular in summer 2024, underscoring its enduring allure. While APAC is leading in travel demand, outbound tourism from China remains a focal point of the recovery. China’s domestic travel has fully normalized, with air passenger traffic now surpassing 2019 levels by approximately 15%. However, international travel is still in recovery, with outbound traffic from mainland China reaching 80% of pre-pandemic levels. The MEI expects further growth in 2025, aided by easing visa restrictions and expanded international flight capacities, particularly to regional hotspots like Singapore, Thailand, and Malaysia. This represents a substantial opportunity for these markets to further engage and attract Chinese travelers through targeted campaigns. Meaningful journeys Consumer preferences in 2024 are shifting decisively toward experiences, a trend that is playing out across APAC. Globally, spending on cultural activities and nightlife now comprises 12% of total tourism sales — its highest point in five years. Australian travelers stand out in this category, allocating 19% of their travel budgets to experiences, nearly double the global average. Chinese tourists are also increasingly prioritizing experiences, increasing their share of spend in this category from 7% in 2023 to 10% in 2024. This evolution presents opportunities for destinations to focus on immersive, experience-driven tourism offerings to meet demand. While experiences lead spending preferences, value remains a key driver. Casual dining and mid-tier fashion dominate tourist spending in most APAC markets. In contrast to pre-pandemic travel habits, tourists today seek both affordability and depth, favoring local culture and extended itineraries. The MEI’s findings emphasize a notable geographic diversification of travel patterns. Secondary cities and lesser-known destinations are capturing a larger share of tourism traffic. In Japan, efforts to promote off-peak travel and regional attractions are helping distribute visitors more evenly throughout the year. Similarly, emerging APAC destinations like Cebu in the Philippines and Phu Quoc Island in Vietnam are gaining prominence. Both have reported significant increases in hotel occupancy rates, driven by warm climates, affordability, and cultural appeal. China and Japan remain key source markets for outbound travel. While Chinese travelers are prioritizing closer destinations such as Macau, Singapore, and Hong Kong, outbound trends show increasing diversification into Europe and the Middle East. Destinations such as London, Dubai, and Istanbul reported strong Chinese arrival numbers during the Golden Week holiday period this year. These trends highlight the importance of strategic engagement with Chinese tourists as international travel normalizes. Success factors For the hospitality and tourism sectors, the message is clear: sustained recovery depends on value, adaptability, and a focus on experiences. The MEI findings suggest that businesses and policymakers must remain agile, catering to evolving consumer expectations while addressing affordability concerns driven by fluctuating exchange rates. Markets that strike the right balance — combining meaningful, immersive travel opportunities with practical affordability — are set to thrive as APAC continues its impressive rebound. With Japan, Hong Kong, and emerging destinations like Bali leading the way, 2024 marked a transformative year for APAC tourism. A mix of value-driven travel, experience-focused spending, and extended stays is shaping a more sustainable and dynamic recovery, offering promise for the region’s continued leadership in global travel trends. Jing Daily’s APAC outlook for 2025 Japan’s sustained dominance: With a weak yen and continued promotion of lesser-known regions, Japan is likely to remain a frontrunner. Cities like Kanazawa and Kyushu may gain further visibility, complementing Tokyo, Osaka, and Okinawa. Vietnam’s emerging cities: Hanoi and Ho Chi Minh City are poised to rise further, thanks to Vietnam’s strong hospitality growth and appeal as an affordable, experience-rich destination. Mainland China recovery: As outbound travel from the Chinese Mainland normalizes, destinations like Hainan, a domestic luxury hub, and international favorites such as Singapore and Macau are expected to benefit further. Cebu, the new Bali: The rise of Cebu as a beach alternative to Bali and Phuket signals a growing preference for more affordable yet equally scenic alternatives among international visitors. South Korea’s cultural power: Beyond Seoul, destinations like Busan and Jeju Island may emerge as tourism hotbeds, driven by the continued global popularity of the South Korean entertainment and beauty industries. India’s Golden Triangle and Goa: A growing number of travelers are expected to seek cultural immersion in India’s heritage-rich cities (Delhi, Agra, Jaipur) and coastal hubs like Goa, thanks to favorable exchange rates and extended stay trends.

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The top APAC destinations