American Travellers Will Still Travel, but Where, Why, and How?
Travellers from the United States have always played a significant role in shaping global travel trends. US tourists are not only returning with renewed enthusiasm for global exploration, but also with evolving preferences shaped by the pandemic—such as a stronger focus on safety, meaningful experiences, and sustainable travel. In recognition of these changes, destinations across Asia Pacific must rethink how they engage with this market.
Drawing from the recent webinar, “A Deeper Understanding of American Travellers: What Is Driving Their Decision-Making?,” this article will dive into elements that are shaping the decisions of American leisure travellers in 2025, and how destinations can leverage such trends.
Trends of American Travellers in 2025
Key motivators driving travel decisions include a desire for cultural immersion, unique culinary experiences, and authentic local encounters. Additionally, the growing influence of AI-powered tools and social media, especially among Gen Z and Millennial travellers, is reshaping how Americans discover, plan, and engage with destinations around the world.
Moreover, US outbound travellers in 2025 are showing strong confidence and intent. Based on MMGY’s recent report, 83% of US consumers still intend to travel in 2025, highlighting continued enthusiasm despite economic uncertainties. While there is a short-term shift toward domestic travel, long-term interest in international destinations—particularly in regions like Asia Pacific—remains strong.
Quick Fact: From MMGY’s recent Pulse Survey, over 53% of US travellers are concerned they may be less welcome abroad due to ongoing tariff tensions. This proves to be a clear opportunity for destinations known for their warmth and hospitality to position themselves in the spotlight.
Asia Pacific as a Trending Destination
In 2025, the Asia Pacific region is emerging as a top choice for US travellers. This is not only driven by their renewed interest in long‑haul destinations and immersive experiences, but also the region’s competitive advantages such as UNESCO World Heritage Sites, serene landscapes, and abundance of attractive adventurous activities.
To make the most of this growing interest, destinations should tailor their travel packages to suit their preferences and truly stand out. By aligning offerings with what US travellers value — authenticity, variety, and convenience — destinations can deepen engagement with this market.
Let’s take a look at how two destinations in the Asia Pacific region, the Philippines and Suruga, are successfully applying some of these strategies to attract this specific market.
Case Study: The Philippines
Osmeña Peak, Cebu Source: Tourism Philippines
According to the Philippine Department of Tourism, despite ongoing economic uncertainty, US arrivals to the Philippines grew by 101.85% from January to April 2025 — compared to just 8.74% in the same period in 2019, making it the second-largest source market for the destination.
Supporting this trend is the continued expansion of air connectivity, with major carriers like United Airlines, Delta, ANA, and Philippine Airlines launching new and enhanced direct routes. Many of these trips are now being planned through platforms such as Expedia, Skyscanner, and Kayak, allowing Asia Pacific to become more accessible, convenient, and attractive to the evolving US leisure travel market.
Case Study: Suruga
Chagori Source: Visit Suruga
With an impressive 186% increase in US visitors from 2020, Suruga has strategically leveraged its unique cultural assets, specifically its tea culture, scenic Suruga Bay, and traditional crafts, to create a tourism experience that resonates deeply with American preferences for authenticity and immersion. At the heart of its marketing strategy is a strong emphasis on experiential tourism, inviting visitors to explore diverse tea farms, relax on terraces set in the middle of tea fields, and engage in hands-on cultural activities.
One of Suruga’s standout initiatives includes integrating tea with traditional arts, such as using matcha powder as ink and dyeing textiles with tea by using the region’s wasome technique. Culinary experiences also play a vital role, with offerings like Suruga-style afternoon tea, chagori (tea-based shaved ice), and tea pairings with fresh local seafood, showing that tea can be enjoyed in creative, multisensory ways far beyond drinking.
A tour through Moriuchi Tea Farm's terraces. Source: Visit Suruga
To reach and inspire this audience, Suruga has formed strategic partnerships with US-based tea shops, such as California’s PARU Tea, to promote educational and experiential tours that support sustainable tourism. Their approach is structured around a “Chance, Planning, Promotion, Growth” model, demonstrating how intentional, culturally grounded initiatives can lead to meaningful growth in international tourism. The influx of US travellers has not only boosted local tourism numbers but also enriched the region’s efforts to preserve and share its heritage in innovative, accessible ways.
The rising interest from US travellers presents a timely opportunity for destinations across Asia Pacific to strengthen their positioning through various tactics — whether it be creating culturally rich experiences, ensuring air connectivity, embracing technological innovation, utilising targeted marketing, and establishing regional partnerships. As demonstrated by the Philippines and Suruga, destinations that respond to the shifting expectations of the US travellers can confidently engage with this key market and contribute to a more resilient and responsive tourism.
Take a deeper dive into the minds of US travellers by downloading the PATA Issues and Trends report, “A Deeper Understanding of American Travellers: What Is Driving Their Decision-Making?”
This article is guest-authored by Prima Hansaward, Q2 2025 PATA Marketing Intern.