The Great Domestic Rediscovery and what APAC wants

According to the latest search data on Booking.com’s platform, the Asia Pacific region spent the first half of 2025 looking up destinations both domestic and international – with some clear favourites among their search patterns. Japan once again took the top spot, followed closely by South Korea and Thailand. Zooming in, perennial favourites like Tokyo, Seoul, and Bangkok continued to dominate bucket lists.

But the real story might be the quiet rise of “close-to-home” escapes. Eight out of ten APAC markets, from Vietnam and Taiwan to Australia and Malaysia, saw domestic destinations top their search lists. However, China and India were mostly looking beyond their borders, but still within the region. And aside from a lone cameo from London in Hong Kong’s rankings, travellers kept their sights firmly within the region. Convenience, cultural familiarity, and proximity, it seems, are proving as attractive as cherry blossoms and beach sunsets.

Laura Houldsworth, Managing Director of Asia Pacific at Booking.com, has a front-row seat to Asia’s collective wanderlust; sifting through data that says a lot about how, where, and why we travel. She told WiT, “Japan remains a top choice among APAC travellers. It’s that blend of vibrant city life and breathtaking natural landscapes that keeps people hooked.” According to her, it’s not just about cherry blossoms or sushi pilgrimages anymore. “Over one-third of APAC travellers plan to take nature-focused trips (43%) or visit cultural attractions (35%) this year,” she explained. “Japan delivers both in spades.”

The numbers back it up. Osaka, long dubbed Japan’s food capital, is pulling in the culinary set. “It continues to draw tourists with its popular and iconic street food such as takoyaki and okonomiyaki,” Houldsworth said. But it’s also about location. “Osaka’s proximity to Kyoto and Nara makes it an ideal base for cultural day trips,” she added. “It offers something for every type of traveller.”

Fukuoka, meanwhile, is sneaking onto itineraries with a more low-key charm. “We’ve seen a steady rise in traveller interest in Fukuoka,” she said. “It offers a slower pace and more intimate experience of Japanese life.” Less frenetic than Tokyo, more coastal than Kyoto, it’s winning over those seeking, as Houldsworth put it, “a relaxed atmosphere with scenic escapes and hiking trails.”

So why Japan, again and again? “Seasonal highlights like cherry blossoms and autumn foliage are especially popular among travellers from countries like Singapore,” she explained, “where such seasonal blooms are not naturally found.” Plus, she noted, Japan’s trains, buses, and planes make getting around “easier and enjoyable.”

Laura Houldsworth, Managing Director of Asia Pacific at Booking.com: “The strong preference for international destinations reflects the growing maturity of their outbound travel markets. These travellers are increasingly confident, curious, and willing to spend on experiences abroad. Their motivations extend beyond merely checking off tourist attractions. They seek to actively engage in local activities and immerse themselves in local culture.”

Closer to home, domestic travel is having its moment. “Eight out of 10 APAC markets had a domestic city as their most searched destination,” Houldsworth said. And no, this isn’t just pandemic residue. “We do see a longer-term shift in travel interest for domestic travel across APAC,” she argued. “People are opting for shorter, more frequent trips within their country.”

Convenience is king. “The top reasons APAC travellers choose to travel domestically include ease of planning (46%) and safety (43%),” she said. “Thirty-nine percent told us that there are a wide range of experiences available within their own countries – and that such trips tend to be more affordable.” For many, it boils down to cutting down travel times. “Domestic travel is also more convenient, with shorter travel times and distances,” she said.

And, of course, TikTok knows best. “The rise of social media and AI have fuelled interest in local destinations. Seventy-two percent of APAC travellers will use technology to find authentic experiences and make informed decisions,” Houldsworth said. In other words, if it trends, it travels.

But then there are the outliers. In India and China, it’s still all about the passport stamp. “The strong preference for international destinations reflects the growing maturity of their outbound travel markets,” Houldsworth explained. “These travellers are increasingly confident, curious, and willing to spend on experiences abroad.” It’s not just about shopping in Ginza or selfies at the Eiffel Tower. “Their motivations extend beyond merely checking off tourist attractions,” Houldsworth explained. “They seek to actively engage in local activities and immerse themselves in local culture.” 

The Chinese, she pointed out, are eyeing Europe with fresh curiosity. “The top three fastest-growing destinations Chinese travellers aspire to visit in the next two years are all in Europe: Italy, Spain, and the Netherlands,” she said. Rising incomes, better visas, more flights – it’s all conspiring to fuel what she called “a shift toward aspirational and experience-driven travel.”

Meanwhile, new hotspots are bubbling up. According to Booking’s data “Phu Quoc in Vietnam saw a 111% year-on-year jump, and Busan in South Korea 66%.” What explains it? Once again, social media. “Social media buzz and influencer-driven content can rapidly elevate a destination’s visibility,” she said. “These cities also benefit from improved accessibility, new flight routes, and targeted tourism campaigns.”

Are they one-hit wonders? Houldsworth doesn’t think so. “While such spikes may appear short-term, they often signal emerging hotspots with long-term potential – if destinations can sustain interest through infrastructure, quality experiences, and marketing.”

But even perennial darlings can wobble. “Cities like Kuala Lumpur and Bangkok saw notable drops in certain rankings,” she admitted. “These may be temporary or due to broader issues such as overcrowding.” The trick, she advised, is “understanding the reasons behind the numbers.”

Tokyo and Seoul, on the other hand, keep winning year after year. “They demonstrate the value of sustained investment in infrastructure, cultural experiences, and international connectivity,” Houldsworth said. Her advice for tourism boards? “Continue to innovate while preserving the elements that make you perennial favourites.”

The trick for destinations is balancing consistency with agility. “Tourism boards should be agile in identifying and supporting rising stars with targeted marketing and capacity planning”, pointing to Danang and Phu Quoc as examples of cities that have ridden the social media wave to triple-digit growth.

Houldsworth’s verdict on the year so far: mixed bag, but leaning positive. “The first half of 2025 reveals a dynamic travel landscape across APAC,” she said. “Popular cities like Tokyo, Seoul, and Taipei demonstrate enduring appeal, while cities like Danang and Phu Quoc have seen triple-digit growth.”

Still, volatility is real. “Sharp declines in places like Kuala Lumpur and Bangkok highlight the volatility of traveller preferences and the need for destinations to stay agile and responsive,” she said.

So what does the second half of 2025 look like? Houldsworth hedged slightly but kept it upbeat. “We anticipate continued momentum in regional travel, growing outbound interest, and rising competition,” she said.