Outbound travel from the Asia-Pacific region has seen a remarkable recovery, with a sharp rise in international travel demand following the pandemic slowdown. The rebound, which has been slower compared to other global regions, is now gaining momentum, driven by expanded flight options, quicker visa processing, and strong economic recovery in key markets.
According to ForwardKeys, outbound travel from Asia-Pacific surged by 35 percent from January to September 2024 compared to the same period in 2023. This growth outpaced other regions, with Europe seeing just a 9 percent increase and the Americas 18 percent between January and August 2024.
China led the charge, experiencing an impressive 119 percent increase in outbound travel, reflecting the pent-up demand after nearly three years of strict travel restrictions. However, despite this growth, the region is not expected to fully recover to pre-pandemic levels until 2025, with current travel numbers still 26 percent below pre-COVID figures.
Other countries in the region, such as South Korea, Japan, Australia, and India, also showed substantial year-on-year increases, with growth rates of 35 percent, 43 percent, 13 percent, and 18 percent, respectively. These trends are expected to persist through the end of 2024.
Oliver Ponti, director of intelligence & marketing at ForwardKeys, attributes the rapid recovery to factors such as the increased availability of international flights and improved visa accessibility. “International scheduled seat capacity from Asia-Pacific in 2024 is set to rise by 26 percent compared to 2023, supporting the growing demand,” he said. “Visa-free, e-visa, and visa-on-arrival options, along with reduced processing times, have made international travel more accessible.”
ForwardKeys’ data, sourced from aviation bookings and MasterCard spending, also reveals changing trends in outbound travel. Shopping trips are up by 23 percent, while interest in sun-and-beach and nature tourism is similarly on the rise. Additionally, medium-length trips of four to eight nights have seen a 20 percent year-on-year growth.
To capitalize on this rebound, many destinations are focusing on attracting high-yield tourists, prioritizing quality over quantity, says Noor Ahmad Hamid, CEO of the Pacific Asia Travel Association (PATA). “There is a growing demand for immersive experiences. Travelers are looking for deeper connections with nature, local cultures, and heritage, as well as attending events like concerts and festivals,” he added.
Countries are responding by offering seamless travel experiences, including visa-free entry, which not only enhance the visitor experience but can also boost the economic impact of tourism.
Two major Asia-Pacific markets—China and India—are shaping the demographic trends driving the outbound travel recovery. Jane Sun, CEO of Trip.com Group, notes that China’s senior citizens are becoming a significant force in outbound tourism. This generation, empowered by economic reforms, now has the time and financial resources for extensive travel. By 2025, over 100 million Chinese seniors are expected to contribute more than US$140 billion to the global tourism economy.
In contrast, India’s outbound travel is being fueled by younger travelers. Puneet Chhatwal, managing director and CEO of Indian Hotels Company, explains that the current generation is more focused on spending and experiencing life in the present, as opposed to previous generations who prioritized saving for the future.
India stands out in the World Travel & Tourism Council (WTTC) data, with outbound spending expected to grow by 35 percent above 2019 levels. The WTTC projects a compound annual growth rate of 5.8 percent for outbound departures from Asia-Pacific between 2024 and 2034, indicating a promising future for the region’s role in global tourism.
With the region’s recovery well underway, Asia-Pacific is poised for sustained growth, signaling a vibrant decade ahead for international tourism.
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