If ever there were a global travel darling, Asia-Pacific has claimed the tiara and sash—and it’s not letting go anytime soon.
According to the Mastercard Economics Institute (MEI) and its newly released Travel Trends 2025: Purpose-Driven Journeys, eight of the world’s top fifteen trending summer destinations are in the APAC region. And leading the pack are none other than Japan’s twin powerhouses—Tokyo and Osaka—confirming that when it comes to purposeful travel, Asia-Pacific is setting the pace.
From Tokyo’s neon-clad crosswalks to Nha Trang’s sun-drenched sands, the MEI report paints a vivid picture of what’s luring today’s global wanderers: meaningful moments, culinary discovery, wellness escapes, and more than a touch of sports fanaticism. But look a little closer, and you’ll see that beneath the buzz lie savvy travellers recalibrating their itineraries based on currency swings, visa access, and authentic experience.
Tokyo and Osaka: The World’s Summer Darlings
The heart of Japan has taken the globe by storm—again.
Tokyo has muscled its way to the top spot for global summer travel demand in 2025, knocking itself up from second place in 2024. Close on its heels is Osaka, forming a dynamic duo of Japanese metropolises now ruling the international travel wish list. This isn’t some flash-in-the-pan infatuation; it’s the culmination of consistent cultural charm, favourable currency winds, and a reputation for delivering value beyond expectations.
What’s driving this spike? A plummeting yen, a post-COVID travel renaissance, and an international thirst for immersive experiences—from Kyoto’s tranquil gardens to Tokyo’s sushi counters.
Nha Trang’s Grand Entrance: Vietnam’s Coastal Crown Jewel
One of the most delightful curveballs in MEI’s 2025 data is Nha Trang, the Vietnamese coastal city that has vaulted into the trending top tier. Known for its shimmering beaches, buzzing nightlife, and laid-back charm, Nha Trang’s emergence reflects a broader shift in travel appetites—from sightseeing fatigue to beachy bliss and cultural authenticity.
It also helps that Vietnam continues to offer great bang for the buck, especially for travellers from Japan and Australia chasing value-laden destinations amid economic jitters and rising global airfares.
China and India: The Travel Titans of Asia
It’s no secret that China and India have become the twin engines of global travel growth, and MEI’s data for 2024–2025 confirms it.
Mainland China has retained its status as Earth’s largest outbound travel market, with travellers increasingly drawn to value-for-money and visa-friendly destinations such as Japan, Malaysia, and Singapore. But there’s a fascinating new twist: a surge in interest in Central Asia—Kazakhstan, Uzbekistan, Kyrgyzstan—a clear nod to travel adventurousness.
Meanwhile, India isn’t just keeping pace—it’s surging ahead. With more outbound travellers than ever before, Indians are now flying further and broader. Abu Dhabi, Hanoi, and Bali are among their top picks, buoyed by improving airline connectivity and a burgeoning middle class with wanderlust in its veins.
Together, China and India are contributing numbers and reshaping the very flows of global travel.
Culinary Quests and Wellness Wanderlust
Gone are the days of checklist travel. Today’s adventurer is guided not by guidebooks, but by the senses—and often the stomach.
Across the Asia-Pacific, travellers are chasing flavour, serenity, and soul. Places like Gianyar in Bali, where the legendary Babi Guling draws gastronomes worldwide, are booming. Meanwhile, Queenstown in New Zealand—hardly a new name on the scene—has seen restaurant bookings from 44 countries in 2024 alone, proving that global palates are more adventurous than ever.
And it’s not all about what’s on the plate. According to MEI’s Wellness Trend Index (WTI), destinations like Thailand are emerging as beacons of wellness tourism, offering everything from jungle-cloaked eco-lodges to beachfront meditation sanctuaries. Interestingly, New Zealand’s rising WTI score suggests it’s angling to be a bigger player in this lucrative niche.
The takeaway? Modern travel is less about “where” and more about “why.”
Sports Tourism: A Fan-Driven Juggernaut
When Japanese baseball sensation Shohei Ohtani took to the World Series field in Los Angeles, he wasn’t just swinging bats—he was swinging spending patterns.
Japanese tourists in LA during the World Series upped their spending by a staggering 91%, six times higher than the broader cross-border average. Sports, it seems, are proving a powerful motivator—whether it’s the Australian Open or the Olympics, events inspire people to pack their bags and follow their heroes across oceans.
It’s fandom with a passport—and it’s big business.
The Yen Effect: Currency as a Compass
Travellers today are more economically astute than ever. Exchange rate shifts, once a footnote, now play a starring role in where holidaymakers land.
A 1% depreciation of the Japanese yen (JPY) against the Chinese renminbi (RMB) has been shown to trigger a 1.5% increase in Chinese tourists to Japan. That’s not small change—it’s a massive signal of how currency-savvy today’s travellers are.
Singaporeans have jumped on the bandwagon too. Thanks to a 40% rise in the Singapore Dollar against the yen, visits to Japan have surged, even as accommodation prices edged upward.
And it’s not just Japan. When the US dollar drops against currencies like the Singapore Dollar, South Korean won, or Indian rupee, MEI data shows a 0.6–0.8% uptick in visits to the US. The conclusion? Exchange rates are now as influential as airline ads.
The Evolution of Business Travel
The days of globetrotting executives racking up frequent flyer points with abandon appear to be waning—at least for now.
MEI’s data shows a noticeable decline in business travel frequency, though trips are getting longer. For example, American business travellers heading to Asia-Pacific stretched their average stay from 8.8 to 10.2 days. It’s not just about cost—it’s about making the journey worth the carbon, the cash, and the time.
In a post-pandemic world, the mantra seems to be: travel smarter, not harder.
Fraud Watch: Smarter Tools for Safer Journeys
Where tourists go, fraudsters often follow—and MEI warns that fraud spikes up to 28% in peak seasons across tourist-heavy destinations.
Dodgy tour companies, fraudulent property listings, and the age-old trick of padding the taxi metre are the culprits. Mastercard is deploying advanced fraud detection tools—from AI-driven algorithms to digital wallets—to keep travellers’ finances and data safe.
It’s a reminder that while the world is getting more connected, it’s also becoming more cunning.
A Future Framed by Purpose
In summing up the findings, David Mann, Chief Economist for Asia Pacific at Mastercard, put it best:
“Even as economic uncertainty persists, travel remains a bright spot—driven by people seeking meaningful, value-driven experiences. From exchange rates to regional accessibility, travellers are making smarter, more intentional choices.”
And therein lies the soul of Travel Trends 2025. The modern voyager isn’t just chasing selfies or souvenirs. They’re pursuing stories, memories, and purpose.
In the Asia-Pacific, they’re finding all three.
By My Thanh Pham
