6 trends driving travel in Asia-Pacific

David Ho learns about the six trends expected to shape travel and tourism in APAC from Trip.com Group

Trip.com Group have unveiled six travel trends that are set to drive how travel and tourism is decided across Asia-Pacific. The report entitled Momentum 2025: Travel's Next Big Trends is based on insights from over 6,000 travellers across six Asia-Pacific markets. 

1. Experiential Dining to Dominate Travel Itineraries

Culinary tourism is on the rise, with 60 percent of Trip.com users searching for food-related content since early 2024. Across Asia-Pacific, travellers are drawn to food festivals (62 percent), hotel dining (60 percent), and street food tours (52 percent) as top culinary experiences. Urban food lovers from Hong Kong and Singapore show a particular enthusiasm for street food tours, while travellers from Japan and South Korea prioritise hotel dining for its blend of convenience and luxury.

When it comes to preferences by demographic, wine and beer tasting are most popular among men, while women gravitate towards cookery classes for a hands-on experience. Millennials, on the other hand, display a keen interest in interactive food art events. Globally, cities like Tokyo, Paris, and Bangkok have become culinary meccas, celebrated for their diverse and vibrant food scenes.

These trends highlight an increasing demand for immersive, culturally rich food experiences. #legend too have gotten in on the trend as the dining scene in places like Ho Chi Minh City up their already excellent game.

2. Travellers Inspired by Media Content

The power of films and television on travel choices is stronger than ever, with 70 percent of travellers across the region planning trips inspired by what they've seen on screen. Romantic comedies and adventure films, in particular, have sparked wanderlust, with Millennials leading the trend at 72 percent. In Malaysia, a remarkable 91 percent of travellers credit media for shaping their travel plans, influenced by fan-favourites like Emily in Paris and Running Man.

In South Korea, 66 percent of respondents cited movies and TV shows as key motivators. Shows such as Culinary Class Wars have inspired trips focused on food exploration. This culinary media influence extends to Thailand, where popular programs like MasterChef and Iron Chef are inspiring travellers to seek out dynamic food experiences abroad.

Destinations featured in iconic productions are also seeing increased interest. New Zealand's breathtaking "Middle-earth" landscapes and the historic charm of Kyoto, Japan, continue to draw fans eager to experience these magical places firsthand. This trend reflects a growing connection between travel and storytelling, as more people turn their favourite on-screen moments into real-world adventures.

Also see: Hong Kong's top 5 travel trends for 2025

3. Cruise Tourism Sees Major Growth

Cruising is set to become a major growth segment in 2025, driven by scenic sea views, fresh ocean air, and diverse onboard experiences. According to the report, 44 percent of travellers place a high value on onboard dining, 38 percent are drawn to all-inclusive packages, and 31 percent prioritise live shows and entertainment.

Popular cruise destinations include Tokyo, Jeju Island, and the Maldives. Among Singaporean travellers, affordability (57 percent), scenic views (52 percent), and all-inclusive travel (51 percent) are the most attractive features of cruise holidays. Meanwhile, scenic sea views are the top draw for 62 percent of respondents aged 55 to 64 in Hong Kong.

4. Entertainment Travel: Big Events Driving Movement

Entertainment-driven travel is set to soar, with concerts and sporting events becoming major travel motivators in 2025. Following the global phenomenon of Taylor Swift's Eras Tour in 2024, which drew record-breaking crowds worldwide, nearly two-thirds (66 percent) of travellers now plan to organise trips around live events. This trend isn't just local—66 percent have already travelled internationally to watch their favourite artists perform, turning concerts into full-fledged travel experiences.

In 2024, sports tourism was driven by marquee events such as the UEFA Euro. Now in 2025, football remains the top choice for live sports travel, followed closely by basketball and the ever-growing popularity of Formula 1. Enthusiasts are not just attending these events but seeking destinations that offer complementary experiences, such as exploring local landmarks and culinary hotspots in between match schedules or race weekends.

In 2025, entertainment travel is poised to become even more immersive, with fans blending cultural exploration with their passion for live events. This growing demand signals a shift toward more experience-oriented travel, where the thrill of a concert or sporting event becomes the centrepiece of a memorable journey.

Also see: The JW Marriott Phú Quốc brings us back to school on a Vietnamese island

5. The Social Media-Driven Explorer

Social media will continue to shape where and how people travel. Viral travel content on platforms like TikTok has already influenced 45 percent of travellers' decisions. Popular destinations including Tokyo and Bali will further benefit from this trend, as users seek destinations with "Instagrammable" appeal. 

6.  Emerging Micro-Trends for 2025

• Dark Sky Stargazing: A growing number of travellers (37 percent) are planning trips to remote areas for optimal stargazing experiences.
• Underwater Hotel Stays: Immersive travel experiences, such as underwater hotels and cultural immersion retreats, are gaining traction.
• AI and Travel Innovation: AI-powered tools will revolutionise travel planning by offering hyper-personalised experiences. Over half of travellers (58 percent) already use AI for travel recommendations. 

The rise of AI-powered personalisation and sustainable travel will shape the next phase of the industry. Travelers are increasingly prioritising journeys that reflect their values, including cultural preservation and environmental protection. 

Also see: New hotel openings in 2025 with a sustainable twist