The great eastern wave of wanderlust is upon us, and it’s gaining serious momentum. According to new figures rolled out at the 2025 Arabian Travel Market (ATM) in Dubai, the Asia-Pacific region is well on track to redefine the global tourism landscape. Outbound travel alone is forecast to surge to US$2.5 trillion by 2029, with domestic travel across the region nudging a whopping US$4.3 trillion.
Not bad for a part of the world that once grappled with lockdowns, QR-code check-ins and the dubious joys of social distancing.
With a projected compound annual growth rate (CAGR) of 7%, APAC travellers are no longer grounded. 61% of trips by 2025 will stay within the region – but by 2029, one in three journeys is expected to venture further afield, often booked with a few swift thumb-taps thanks to an online booking explosion. A staggering 75% of all bookings will soon be digital. One might say Asia’s no longer packing suitcases – it’s packing servers.
A Full House at ATM – and No Shortage of Insight
Hosted in the glittering oasis of the Dubai World Trade Centre, the ATM panel didn’t pull any punches. With a line-up that included Alhasan Aldabbagh from Saudi Tourism Authority, Gary Bowerman of Check-in Asia, Trip.com Group’s Boon Sian Chai, and Shahab Shayan from Dubai’s Department of Economy and Tourism, the discussion was a feast of forecasts.
Mingie Wang of China Daily chaired the session with characteristic elegance, probing into everything from shifting traveller psychology to the TikTokification of trip planning.
Danielle Curtis- Exhibition Director, ME ATM.
“A new traveller has emerged from the Asia Pacific,” declared Aldabbagh. “They’re younger, digitally literate, and hungry for experiences that feel personal.” One might add: and willing to spend as if there were no tomorrow. On average, APAC travellers fork out a jaw-dropping US$300 per person per day – and that’s just on the essentials like fine dining, luxury accommodation, and a few must-have designer bags.
Unsurprisingly, Chinese tourists are leading the charge, both in numbers and spending clout.
Lights, Camera, Boarding Pass
Yes, it turns out your next dream destination might be one K-drama binge away. Danielle Curtis, Exhibition Director ME for ATM, summed it up rather neatly: “Film, TV and pop culture are driving real bookings. Thailand saw a notable spike in interest after The White Lotus aired. More than 60% of travellers are now planning trips around concerts and sports events.”
The rest? Influenced by TikTok, naturally – because nothing says “book a flight” like a 12-second dance outside a heritage temple.
Saudi Arabia Enters Stage Left – With Subtitles
If Dubai has long been the region’s tourism headliner, Saudi Arabia is rapidly emerging as the understudy stealing scenes. The Kingdom is courting Asia Pacific with a strategy that’s anything but generic. Instead of painting with a broad brush, Saudi tourism planners are opting for a finely detailed miniature, tailoring their approach to each country’s culture, cuisine, and even media preferences.
“It’s not enough to say ‘Asia’. You have to understand that you’re speaking to 49 distinct countries – and that means 49 different stories,” said Aldabbagh.
So while the Kingdom might be new to the APAC tourism game, it’s certainly reading the playbook cover to cover.
Digital First, Trust Always
Much of this booming demand hinges on digital fluency and trust. “Mobile-first planning has taken over,” Curtis observed. “But platforms vary significantly between nations. What’s popular in Vietnam might be unknown in Japan. And peer-generated content still carries enormous weight.”
That’s right – the humble online review is now mightier than the brochure. When it comes to choosing a hotel, restaurant or scenic overlook, a stranger’s sunset selfie and dodgy caption may have more influence than any marketing campaign.
But for destinations looking to make their mark, particularly Dubai, the winning formula is more than just wifi and hashtags.
Dubai’s Economic Agenda (D33) is spearheading a nuanced content strategy aimed at Asia’s discerning traveller. From livestreams on Bilibili to influencer campaigns on Red Note, and with the mighty support of Emirates and flydubai in the skies, the city is positioning itself as the jewel in APAC’s travel crown.
The Numbers Don’t Lie
A fresh report from Tourism Economics, commissioned by ATM, shows that overnight tourism from both Asia Pacific and Africa is set to more than double between 2025 and 2030. China-Middle East travel in particular is booming, with a projected 189% increase in tourism nights. Business travel from India is also showing sharp upward trends.
In short, if you’re not preparing for an APAC influx, you’re missing the plane.
Green Travel, Golden Opportunities
And for younger travellers, it’s not just about selfies and spending – it’s about sustainability. Trip.com research suggests 30–40% of Millennials and Gen Y globetrotters are willing to pay extra for eco-conscious experiences. For these tourists, being green means preserving culture, supporting heritage, and shopping locally, not just recycling towel cards in hotel bathrooms.
ATM: Where the World Books Business
Arabian Travel Market has become the launchpad for US$2.5 billion in tourism-related business deals annually – and it’s not slowing down. As the event returns to Dubai from 4–7 May 2026, expect more partnerships, deeper regional integration, and – if the trends hold – an even larger APAC footprint.
Because in the theatre of modern travel, it’s the Asia Pacific audience that’s taking centre stage, demanding a front-row view and a backstage pass – and they’re paying a premium for both.
By Stephen Morton
