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TGM Global Travel Insights 2025
Key Insights from the TGM Travel Report 2025

Asia-Pacific Travel Trends 2025: Where Consumers Are Headed Next

June 08, 2025
(Updated June 26, 2026)
Travel trends among Asia-Pacific travelers highlight how people are choosing destinations, planning trips, and defining meaningful travel in 2025. As competition for travelers intensifies, understanding these behaviors is critical for tourism brands and destinations. The findings reveal a more intentional and digitally influenced travel market.

Where Asia-Pacific Is Headed in 2025

Written by
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TGM Marketing Team

We're a team of storytellers, here to give you the strategic clarity you need to stay ahead in a constantly changing global market.

Travel across Asia-Pacific in 2025 isn’t just bouncing back, it’s being reimagined. According to new findings from the TGM Global Travel Insights 2025 APAC’s travelers are moving with more clarity, more segmentation, and more purpose. From rising destinations to generational travel styles, this year marks a decisive turn in how people across the region explore.

Key Takeaways

  • Southeast Asia is the top travel destination for APAC travelers in 2025, chosen by around 1 in 4 consumers.
  • Australia and Oceania are gaining popularity for their nature, safety, and spacious travel experiences.
  • YouTube is now the leading travel inspiration platform across APAC.
  • Younger travelers increasingly prefer active and purpose-driven trips, including eco-travel and sports adventures.
  • Travelers aged 25–44 are more likely to choose premium hotels, where comfort is part of the experience.
  • Shopping has become the most popular travel activity in APAC, blending leisure with cultural discovery.

Where APAC Is Traveling in 2025 and How They Find It

According to TGM Global Travel Survey 2023, APAC tourism leaned toward domestic or nearby getaways. By 2025, the regional travel map has tilted decisively toward Southeast Asia, which now leads as the top destination for 24% of travelers in the region. Its appeal? A unique mix of affordability, cultural depth, and varied landscapes, from beaches to temples to street food scenes.

Australia and Oceania follow in second place at 17%, attracting travelers who prioritize open space, safety, and immersive nature. The rise of these two regions reveals a growing preference for destinations that combine comfort with experiential richness, places that feel both rewarding and real.

leading getaways for APAC travelers in 2025
But destination is only part of the story. How travelers plan their trips has shifted, too. TGM's 2025 travel survey highlights YouTube as the leading source of travel inspiration, chosen by 25% of APAC respondents.

This signals a deeper change: travel decisions are now shaped visually, emotionally, and personally - led by short videos, influencers, and authentic storytelling rather than static advertisements.

Why They Travel: One Purpose, Many Paths

Across the region, the desire to relax remains the top motivation for travel. But relaxation looks different depending on who’s traveling.
Among older travelers (55+), it means leisure, comfort, and familiarity. But for Gen Z and young adults aged 18–34, “rest” is more active. Many in this group are choosing sports-based trips, eco-adventures, or solidarity-focused travel, blurring the line between exploration and purpose. For them, travel isn’t just about escape, it’s about connection.

This difference in mindset also shows up in lodging choices. Findings from TGM APAC Travel Insights 2025 (n=7,000; 7 APAC markets) show that travelers aged 18–24 and 55+ tend to book budget-friendly accommodations, though their reasons differ: independence and flexibility for the young; simplicity and value for the older group. In contrast, those in the 25–44 age bracket are more likely to opt for 3- to 5-star stays, where comfort is seen as an essential part of the experience, not a luxury.

In 2025, shopping has overtaken all other travel activities in APAC
And what are travelers doing when they arrive? In 2025, shopping has overtaken all other activities in APAC, signaling a quiet yet clear evolution in leisure habits. Whether in mega malls or local markets, shopping now blends consumption with cultural curiosity. That said, beach escapes, food tourism, and cultural experiences continue to hold strong, especially among travelers seeking more than surface-level entertainment.

What Comes Next for APAC Travel

The APAC travel takeoff is underway. But what defines this momentum isn’t volume, it’s variation.

From Gen Z solo backpackers to mid-life comfort-seekers and digitally inspired retirees, today’s travelers move in parallel but different directions. For airlines, tourism boards, and brands, this isn’t a challenge, it’s an opportunity to meet people where they are, and deliver the experience they didn’t know they needed.

In a region shaped by contrast, culture, and creativity, the future of travel isn’t just about going farther. It’s about going with greater meaning.

Want a broader perspective? See how European travelers get travel inspiration, LATAM travelers choose where to stay, and MENA travelers embrace autonomy in their planning.

Methodology

The TGM Global Travel Insights 2025 study is based on a large-scale quantitative survey conducted across 21 countries worldwide. TGM Research conducted 21,000 Computer-Assisted Web Interviews (CAWI) with travelers globally, including 7,000 participants across the Asia-Pacific (APAC) region. The study was designed to capture travel behaviors, destination preferences, booking habits, and key decision drivers shaping travel in 2025.
  • Survey Methodology: online interviews (CAWI – Computer-Assisted Web Interviewing)
  • Sample Size: 7,000 participants
  • Age Groups: 18–55+
  • Country Coverage: Australia, China, Indonesia, India, Japan, Thailand, Singapore
  • Data Weighting: Results have been weighted to reflect regional demographics for accurate market representation.
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Download the full TGM Global Travel Insights 2025 report to explore regional travel trends, emerging trip types, and strategies to stay ahead in the evolving tourism landscape.
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