Asia Pacific Tourism Outlook 2026–2028: Expected Growths, Trends, and Challenges
The Asia Pacific travel and tourism sector continues to demonstrate strong recovery momentum. According to the PATA Asia Pacific Visitor Forecasts 2026–2028 report, the region’s international visitor arrivals (IVAs) number is expected to range between 600 million and 918 million by 2028. This growth is being driven by several factors, including economic recovery in key markets, rising travel demand, visa facilitation and cross-border cooperation, and the increasing role of digitalisation and technology in shaping travel experiences.
While the overall outlook is positive, recovery and growth patterns vary widely across sub-regions.
Northeast Asia: A Largest Tourism Market
Among all sub-regions, Northeast Asia is projected to hold the largest market share by 2028 at around 44%, reinforcing its position as the region’s tourism powerhouse. International arrivals are expected to reach 335 million by 2028, representing 110.72% of 2019 levels. The sub-region is also forecast to fully recover by the end of 2026, with approximately 312 million visitors, slightly exceeding pre-pandemic levels.
Several factors support this growth trajectory. The sub-region benefits from abundant tourism resources, strong domestic markets, and highly developed transportation infrastructure that improves connectivity within and beyond the region.
West Asia: The Fastest-recovering Sub-region
West Asia is forecast to record the strongest recovery rate in the Asia Pacific region, reaching 133.64 % of 2019 visitor levels by 2028. The region is expected to surpass pre-pandemic visitor numbers as early as 2026, reaching 123.98% of 2019 levels, and grow to approximately 60 million international arrivals by 2028.
Strategic destination branding has played a significant role in boosting international awareness, including campaigns such as the “Go Türkiye” initiative led by Türkiye Tourism Promotion and Development Agency.
The Pacific: Niche Destinations with Unique Appeal
Tourism in the Pacific is forecast to exceed pre-pandemic levels by 2026, reaching 101.44% of 2019 arrivals. By 2028, visitor numbers are expected to reach 29 million, representing 106.06% of pre-pandemic levels.
The Pacific’s appeal lies in its distinctive natural environments and strong cultural identity, which attract travellers seeking unique and immersive experiences. However, the region remains vulnerable to natural hazards such as cyclones, tsunamis, and other climate-related events that influence travel patterns and seasonal demand.
Learn more about each of the sub-regions above, as well as the Americas, Southeast Asia, and South Asia, in this recording of the Forecast report’s complementary webinar, here>
Noteworthy Trends Shaping Asia Pacific Travel Demands
Intra-regional travel dominates. According to Euromonitor International, 68.3% of inbound travel to the Asia Pacific in 2025 comes from within the region. Moreover, Asia Pacific travellers’ spending within the region is expected to approach USD 500 billion by 2030.
Experience attributes are the new luxury. Increasingly, travellers prioritise personal transformation, emotional connection, and trust over traditional markers of luxury. Bespoke, low-density experiences that offer meaningful engagement with destinations are becoming more valuable than novelty.
Two long-haul markets are worth watching. The Gulf Cooperation Council (GCC) is expected to see some of the fastest outbound growth between 2025 and 2030, supported by rising wealth and strong aviation connectivity. Meanwhile, North America remains the highest-spending market in Asia Pacific, with travellers spending an average of USD 2,433 per trip in 2025.
Here from Euromonitor International on these trends and more here>
Aviation and infrastructure developments will drive growth. According to OAG, Asia Pacific could add nearly one billion airline seats over the next decade, driven by new aircraft deliveries and expanded airline fleets. In the near future, major airport developments in destinations such as Sydney, Mumbai, and Delhi, along with numerous projects underway in China, will expand capacity and connectivity across the region.
Gain more insights from OAG here>
Challenges That May Affect Travel Habits
Despite the positive growth trajectory and promising travel trends on the rise, several obstacles may yet negatively influence how tourism develops across the Asia Pacific in the coming years. Some of the key challenges include the rising international travel costs, geopolitical tensions and security concerns, and environmental and climate-related risks.
These factors highlight the importance of strategic planning and regional cooperation to sustain tourism growth while building resilience across.
The full Asia Pacific Visitor Forecasts 2026–2028 report by PATA is now available at www.pata.org/research-q1v63g6n2dw/p/asia-pacific-visitor-forecasts-2026-2028. The complimentary copies or discounts will be available to selected PATA membership levels via the PATA Info Hub. Check out your privileges right here>
This article was inspired by the webinar titled, Asia Pacific Tourism Outlook 2026–2028: Growth Under Global Uncertainty.
Speakers:
Professor Haiyan Song, Mr and Mrs Chan Chak Fu Professor in International Tourism School of Hotel and Tourism Management The Hong Kong Polytechnic University
Stephen Dutton, Global Insight Manager – Travel, Euromonitor International
Mayur (Mac) Patel, Regional Commercial and Industry Affairs Leader - Asia Pacific, Middle East and Africa, OAG Aviation