The Pacific Asia Travel Association (PATA) UK & Ireland has unveiled nine influential trends expected to shape Asia-Pacific travel in 2025. Based on a comprehensive survey of its members, the insights highlight shifts in market priorities, evolving booking behaviors, and industry innovations across the region.
“Asia-Pacific is gearing up for an exceptional year in travel, offering a vibrant mix of opportunities for agents and travelers alike,” said Chris Crampton, Chairman of PATA UK & Ireland. “From immersive wildlife adventures to sustainable stays, the region is attracting explorers in search of authentic, screen-worthy experiences and undiscovered destinations.”
Here are the nine pivotal trends identified by PATA:
1. Value in Expertise
Despite the prevalence of online booking platforms, travelers still highly value the expertise of travel agents. Navigating the complexities of Asia-Pacific itineraries—ranging from sustainable tourism options to unique local experiences—requires tailored guidance that agents are well-equipped to provide.
2. Escape the Crowds
Secondary destinations are gaining traction as travelers seek to avoid overpopulated tourist hotspots. Tourism boards are actively promoting lesser-known locations to alleviate overtourism and offer unique experiences.
3. Authenticity Above All
Cookie-cutter vacations are falling out of favor as travelers prioritize immersive, hyper-local experiences. This includes engaging with local cultures, savoring regional cuisine, and exploring natural landscapes.
4. The Return of Larger Aircraft
Airlines are ramping up capacity in the Asia-Pacific region, with larger planes making a comeback post-pandemic. Increased flight frequencies and new routes are also driving ticket prices downward as supply catches up with demand.
5. Wildlife Adventures
Nature-centric holidays are thriving, with opportunities such as spotting big cats in Malaysia, snorkeling with dugongs in Vietnam, or observing giant pandas in China. Travelers are increasingly drawn to deep connections with wildlife and natural habitats.
6. Sustainability Takes Center Stage
Eco-conscious travel remains a dominant theme, with tourists opting for sustainable accommodations, tours, and activities to minimize environmental impact.
7. Hotels with a Local Touch
The desire for authenticity extends to accommodation choices, with travelers favoring hotels that reflect the cultural and local identity of their surroundings. These preferences also support local communities and neighborhoods.
8. Screen-Inspired Wanderlust
Film and television continue to inspire travel plans, with tourists seeking iconic locations featured in popular media. Thailand, the filming site for the new Jurassic World Rebirth movie, and Brisbane, home to a newly opened theme park based on the children’s TV show Bluey, are expected to draw crowds in 2025.
9. Sports Tourism on the Rise
Major sporting events were a significant travel driver in 2024 and are poised to remain so in the coming year, as fans combine their passion for sports with exploration.
The Asia-Pacific region is set to deliver an array of opportunities for travelers and industry stakeholders in 2025, reflecting growing trends in sustainability, authenticity, and niche experiences. With these insights, agents and operators can better tailor their offerings to meet evolving demands.
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