Asia-Pacific is home to eight of the world’s top 15 trending summer travel destinations, according to Travel Trends 2025, the annual Mastercard Economics Institute (MEI) report on consumer spending in the travel economy. Drawing on a unique analysis of aggregated and anonymized transaction data and third-party sources, the report uncovers what is influencing travel choices today.
Japan leads the pack—with Vietnam’s Nha Trang rising fast
Tokyo and Osaka are the world’s #1 and #2 top trending destinations for summer travel (June–September 2025), with the two largest increases in tourism demand relative to previous levels.
In 2024, Japan’s capital city climbed from the number two spot it held in 2023 to lead global travel demand heading into the peak summer season, reflecting its continued appeal. Meanwhile, Nha Trang in Vietnam made a surprise entry into the list, climbing in popularity thanks to its beautiful beaches, enviable coastline, and vibrant nightlife.
China and India remain Asia’s travel titans
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 its 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 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 prioritizing dining, nature, and wellness, seeking meaningful experiences over traditional sightseeing. Destinations like Bali, Thailand, and New Zealand are emerging as key hotspots for culinary and wellness-focused travel. This shift reflects a growing preference for purpose-driven journeys that nourish both body and spirit.
Sports fandom fuels travel
The rise of sports tourism continues, with major events like the Australian Open and the 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 powerful catalysts for travel.
Value-driven travel in a volatile economy
David Mann, Chief Economist, Asia Pacific, Mastercard, said: “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 travelers 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, travelers are making smarter, more intentional choices about where they go and why, with a clear shift toward more personal, purposeful journeys.”
Asia-Pacific travelers are sensitive to exchange rate changes. In 2024, a weaker yen boosted Japan’s tourism, with Chinese visitors increasing by 1.5% for every 1% yen depreciation against the yuan. Singaporean visitors also hit record highs, helped by a 40% stronger Singapore dollar against the yen.
Exchange rate sensitivity in outbound travel
MEI’s analysis shows tourists from India, Singapore, South Korea, and Taiwan are sensitive to exchange rate changes. A 1% depreciation of the U.S. dollar against their currencies leads to a 0.6–0.8% increase in tourists visiting the U.S., indicating these travelers respond strongly to currency fluctuations when choosing destinations.
The shifting sands of business travel
Corporates today are limiting global travel in favour of regional trips. And while people are taking fewer business trips overall, the average duration is longer—suggesting efforts to stretch travel budgets. For example, U.S.-based travellers’ trips to Asia-Pacific increased from 8.8 days to 10.2 days.
Combating travel fraud in peak seasons
MEI reports that fraud in popular tourist spots can increase by up to 28% during peak seasons. Common scams include inflated restaurant and taxi charges, fake tour operators, and fraudulent property listings. Mastercard combats this with advanced fraud prevention technologies like digital wallets and AI systems to keep travelers secure.
“This report is designed to offer a clearer view of how consumer behaviours are evolving—and what that means for tourism growth,” added Mann. “By turning data into actionable insights, the Mastercard Economics Institute aims to support the travel ecosystem in making smarter decisions that drive stronger tourism strategies, better traveler experiences, and more resilient economic outcomes.”
