Asia-Pacific accounts for eight of the world’s top 15 trending summer travel destinations, according to Travel Trends 2025: Purpose-driven Journeys, the annual Mastercard Economics Institute (MEI) report on consumer spending in the travel sector.
While exchange rates and geopolitical dynamics influence behaviour, the report notes that personal interests and purpose-driven travel remain key factors shaping travel decisions. Drawing on aggregated and anonymised transaction data and third-party sources, the report outlines current influences on travel choices.
Destination shifts and travel drivers
Japan leads the list, with Vietnam’s Nha Trang rising rapidly. Tokyo and Osaka are the top two trending destinations for summer travel (June-September 2025), reflecting the largest increases in tourism demand compared to previous years. In 2024, Tokyo moved from second to first place globally. Nha Trang entered the list for the first time, growing in popularity.
China and India continue to dominate Asia’s outbound travel. The Chinese mainland remained the world’s largest outbound travel market in 2024. Travellers from China are prioritising destinations offering value and relaxed visa policies, including Japan, Malaysia, and Singapore. Interest in Central Asian destinations such as Kazakhstan, Uzbekistan, and Kyrgyzstan is also rising.
India recorded its highest number of outbound travellers to date in 2024. The most visited destinations included Abu Dhabi, Hanoi, and Bali. Growth is supported by expanded direct flight routes and a growing middle class. These two markets continue to influence global travel flows significantly.
Across Asia-Pacific, travellers are focusing on dining, nature, and wellness rather than traditional sightseeing. Locations such as Gianyar in Bali, Indonesia, and Queenstown, New Zealand, have seen increased attention. MEI’s Wellness Trend Index (WTI) indicates that Thailand remains a leading destination for wellness-focused travel, with activities such as eco lodges and meditation retreats. New Zealand’s rising WTI score indicates increasing interest in this segment.
Sports tourism is also expanding. Events such as the Australian Open and the Baseball World Series in Los Angeles generated significant international spending. During Shohei Ohtani’s World Series debut, spending by Japanese visitors increased by 91%, highlighting the influence of sporting events on travel.
Currency sensitivity and travel patterns
Travellers from Asia-Pacific are particularly sensitive to exchange rate changes. A weaker yen throughout 2024 contributed to increased inbound tourism to Japan. A 1% depreciation of the Japanese yen against the Chinese yuan corresponded with a 1.5% increase in Chinese visitors. By contrast, similar currency movements led to only a 0.2% increase in visitors from New Zealand and the US.
The number of Singaporean visitors to Japan reached record levels in 2024, driven by a 40% rise in the Singapore dollar against the yen, despite higher prices for airfares and accommodation.
In relation to the US, MEI found that tourists from India, Singapore, South Korea, and Taiwan are highly responsive to exchange rate movements. A 1% depreciation of the US dollar against these currencies was linked to a 0.6-0.8% rise in tourist numbers. These patterns mirror those observed in Japan, suggesting currency value plays a strong role in travel decisions.
Business travel and security concerns
Business travel patterns are also changing. Companies are reducing global travel in favour of regional trips. Although fewer trips are being taken, they tend to last longer. For example, the average duration of US-based travellers’ trips to Asia-Pacific increased from 8.8 to 10.2 days.
Fraud remains a concern, especially during peak travel seasons. MEI reports that fraudulent activity in popular destinations can rise by up to 28% during these times. Common scams include overcharging in restaurants and taxis, fake tour operators, and fraudulent property listings.
David Mann, chief economist, Asia Pacific, Mastercard, said: “This report is designed to offer a clearer view of how consumer behaviours are evolving – and what that means for tourism growth.
“The Asia-Pacific region continues to set the pace for global travel, with buzzing destinations like Tokyo, Shanghai, Seoul, and Singapore capturing the imagination of travellers around the world. Even as economic uncertainty persists, travel remains a bright spot, driven by people seeking meaningful, value-driven experiences.”
View the full report here.
