Travel Trends from Asia Pacific & Japan That You Must Know

United States, 17 December 2025 –

Asia Pacific

Rise in Arrivals of Families and Couples in the Asia-Pacific

Winter 2025 marks a clear evolution in traveler composition. Where solo travelers once dominated Southeast Asian travel, the current trend points to a surge in couple and family travel. The share of bookings from solo travelers has declined significantly, while those for two or more people continue to rise. This shift highlights a post-pandemic reconnection trend, where travelers now prioritize shared experiences and group enjoyment over solitary exploration. Destinations offering family-friendly attractions, immersive cultural experiences, and wellness-oriented stays are gaining momentum.

Thailand, Japan and India are On Top of the Mind of the Travelers

Thailand leads as the most searched destination in Asia Pacific for Winter 2025, capturing 21% of total hotel searches, followed by Japan (16%)—driven by its winter festivals and ski tourism. India (9%), China (8%), and Australia (8%) reflect balanced demand for both cultural and leisure travel. Emerging markets like Vietnam and Indonesia (5% each) continue to attract interest for affordable, experience-led vacations. Meanwhile, Maldives (4%), Singapore, and Malaysia (2% each) highlight consistent regional appeal for luxury and short-haul getaways. Overall, traveler interest is diversifying across APAC, blending traditional hotspots with new experiential destinations.

Japan

Hong Kong, Singapore and Sydney are the Top Origin Cities

Hong Kong, Singapore, and Sydney emerge as the top origin cities for Christmas and New Year travel. Strong booking interest is also being generTed from Bangkok, Taipei, and New York, indicating Japan’s appeal across Asia and North America. Additional momentum from Seoul, Vancouver, Melbourne and Honolulu highlights a diverse mix of regional and long-haul travelers choosing Japan as their preferred winter holiday gateway.

Kobe, Wakaya and Otsu See the Highest Surge in Demand

Japan’s festive travel landscape is seeing remarkable growth in several emerging destinations, led by an exceptional surge in Kobe, which shows the fastest increase in bookings for the 2025-26 holiday season. Wakaya and Otsu also demonstrate strong momentum, reflecting rising interest in quieter, experience-rich escapes beyond major cities. Meanwhile, Yokohama and Nagoya continue to gain traction, highlighting travelers’ expanding preferences for vibrant port cities and cultural hubs across Japan.

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