Travellers are looking for getaways that are more personal and more immersive, and more are avoiding peak season breaks, show the findings of the Pacific Asia Travel Association’s first edition of Tourism in Focus, a new series of reports highlighting key Asia Pacific tourism trends.
The first key trend is the increased demand for trips that are more personal and bring forth ‘transformation’. An example of this is waterculturalism, travellers participating in rituals around water. This, says PATA, includes experiences such as visiting modern bathhouses in Tokyo and mindful diving in the Philippines. The report notes that bookings on Tripadvisor were up by 157% for thermal spas and hot springs in 2024, compared to 2022. PATA also notes a rise in astrology retreats, with Zodiac Sign mentions on Tripadvisor reviews and forums rising by 300% over the past year.
. . . Intentional Travel
PATA says intention and immersion now matter more than image for a growing number of travellers. This trend covers the rise in sensory experiences, such as blindfolded dining, forest bathing and aroma-led tours. Tripadvisor bookings for tours that mention ‘multi-sensory’ were up 267% year-on-year in 2024, it adds. This trend also covers what it calls ‘investigative eating’ experiences such as indigenous cooking classes and farm-to-table immersions. The third big trend identified in the region is travellers ‘breaking free from the tyranny of peak seasons and fixed schedules’.
. . . Midweek Demand
The report found that more people are travelling midweek, mid-month, and even midlife. For example, Paris had its lowest average rating on TripAdvisor in summer, its peak travel season, while off-season months like Feb, Mar, and Nov had highest average ratings in 2024, as more travellers look to travel outside the peak periods.
. . . Trends
Other noteworthy trends listed include the search for new neighbourhoods, solo travellers who are using social media to connect with others in the destination, slow travel styles such as long-distance train rides to walking pilgrimages. Global gaming is another new trend which is people travelling to physical destinations for virtual experiences, such as eSports tournaments and game-inspired tours.
See the full report HERE.
