This trend is accompanied by a profound change in the concept of travel: the experience is taking center stage. Food tourism, cultural trips, leisure linked to concerts or festivals, and spiritual journeys are among the fastest-growing motivations. Just look at the 358% spike in searches following the announcement of a Lady Gaga concert in Singapore, or the 18% increase after BLACKPINK shows were scheduled in Bangkok. Interest in spiritual destinations is also soaring: searches for travel to Allahabad rose by 233% ahead of the Mahakumbh Mela event, and trips linked to festivities such as Holi grew by 25% year-on-year.
The economic and value-for-money factor is also reshaping Asian tourism. For 39% of Asian travelers, price has become the decisive variable when planning their trips, surpassing even location or reviews. This preference for affordable options is reflected in the fact that 73% of travelers look for accommodation under 100 USD per night, especially in countries such as Malaysia, Vietnam and Indonesia. Thanks to this more economical and rational approach, many Asian travelers allocate between 6% and 10% of their annual income to tourism, which allows them to travel more frequently instead of concentrating their getaways into just one or two long holidays.
At the same time, barriers to moving around the continent are being reduced. More flexible visa policies, the expansion of direct air routes and simplified digital payment systems are making cross-border travel easier. These improvements in connectivity and accessibility not only benefit established destinations, but also open the door to less developed regions, driving a diversification of tourism within Asia and foreshadowing a similar shift in global tourism.
In addition, technology—especially artificial intelligence (AI)—is becoming a key tool for planning trips. Approximately 63% of Asian travelers say they will use AI for their next trip, and 44% already trust information generated by these technologies. From creating personalized itineraries to adapting to last-minute changes, AI is expected to offer flexible, efficient and tailored solutions, driving a kind of tourism that is more agile, smart and aligned with new needs.
With these combined elements—frequent domestic travel, exploration of alternative destinations, focus on value, cultural immersion, agile connectivity and advanced technology—Asia is not only redefining its own tourism offering, but also sending signals about where global tourism is heading. The year 2026 is shaping up to be a moment when travelers will move away from long luxury trips to embrace experiences that are more sustainable, authentic, affordable and connected to their surroundings.
For those in Europe, Latin America or any other region of the world who are watching global traveler behavior, the trends taking shape in Asia should serve as a reference point: demand for more responsible, flexible and experiential travel is on the rise, and tourism stakeholders—from destinations to operators and accommodation providers—will need to adapt quickly to meet expectations that are no longer focused solely on visiting places, but on living meaningful experiences.
