Asia-Pacific has emerged as the focal point of global summer travel trends, with eight of the top 15 most popular destinations for June to September 2025 located in the region.
According to Mastercard’s latest Travel Trends 2025 report, Tokyo and Osaka now lead global travel demand, reflecting a surge in interest from both regional and international tourists.
Go deeper with GlobalData
Japan and Vietnam top global summer destination rankings
Tokyo has overtaken all other global cities to become the number one trending summer travel destination in 2025, with Osaka following closely in second place.
The strong performance of Japanese cities is partly attributed to the sustained weakness of the yen, which has made travel to Japan more affordable for visitors, particularly those from China and Singapore.
Singaporeans set a new record for inbound visits to Japan, driven in part by a 40% appreciation of the Singapore dollar against the yen over the past year.
Vietnam’s coastal city of Nha Trang also saw a sharp rise in popularity, entering the global top destinations list. Known for its beaches and nightlife, Nha Trang’s growing appeal highlights a broader regional shift toward leisure-focused tourism in Southeast Asia.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataChina and India continue to shape global outbound travel
China remains the world’s largest outbound travel market, with tourists increasingly seeking visa-friendly and cost-effective destinations such as Japan, Malaysia, and Singapore.
Central Asian countries like Kazakhstan, Uzbekistan, and Kyrgyzstan are also seeing a rise in Chinese visitor numbers.
India, meanwhile, recorded its highest ever outbound travel figures in 2024. The most visited destinations by Indian tourists include Abu Dhabi, Hanoi, and Bali. This growth is being driven by an expanding middle class and increased direct flight routes.
Together, China and India are exerting significant influence on global travel flows, especially within Asia-Pacific.
Experience-led and purpose-driven travel trends grow
Across the region, travellers are showing a preference for immersive and meaningful experiences over traditional sightseeing itineraries.
Culinary tourism and wellness travel have become key motivations, with destinations like Gianyar in Bali and Queenstown in New Zealand emerging as hotspots for global food and health-conscious travellers.
Thailand continues to be a leading destination for wellness travel, with high scores on the Mastercard Wellness Trend Index. Activities such as meditation retreats and eco-lodge stays are attracting those seeking physical and emotional rejuvenation.
New Zealand has also seen a rise in wellness-focused travel, indicating a broader regional alignment with health-oriented tourism.
Sports events and exchange rates shape travel decisions
Major sporting events are proving to be powerful travel motivators. The Australian Open and the Baseball World Series in Los Angeles, for example, triggered notable spikes in international spending.
The presence of Japanese baseball star Shohei Ohtani significantly boosted travel from Japan, with a 91% increase in visitor spending during the World Series.
Exchange rate sensitivity is also influencing travel patterns. Inbound tourism to Japan, for instance, is closely tied to yen depreciation. Mastercard’s analysis found that a 1% drop in the yen against the Chinese yuan correlates with a 1.5% rise in Chinese tourists.
Similarly, Indian and South Korean travellers have shown increased interest in U.S. travel when the dollar weakens against their respective currencies.
Longer business trips and heightened fraud risks during peak seasons
While global business travel has not fully recovered, regional business trips are becoming more common, and their average duration is increasing. For example, U.S. travellers to Asia-Pacific are extending their stays from an average of 8.8 days to 10.2 days.
However, with peak travel seasons comes an uptick in travel fraud.
Mastercard reports that fraud incidents can rise by as much as 28% in popular destinations. Common scams include inflated service charges and counterfeit accommodation listings.
