Singapore – May 16, 2025 – Asia Pacific continues to assert its dominance in global travel, with Mastercard’s Economics Institute revealing that eight out of the world’s top 15 trending summer destinations in 2025 are in the region. Japan’s Tokyo and Osaka have emerged as the frontrunners, while Vietnam’s coastal gem, Nha Trang, enters the global spotlight for the first time.
According to Mastercard’s Travel Trends 2025 report, which analyses aggregated and anonymised transaction data along with third-party sources, Asia Pacific destinations are gaining traction as travellers increasingly seek meaningful, purpose-led experiences. Despite the impact of currency fluctuations and geopolitics, consumer passion for unique travel remains a powerful motivator.
Japan Maintains Its Star Power, Vietnam Rises
Tokyo and Osaka have secured the top two spots for trending summer destinations from June to September 2025, with the largest increases in tourism demand compared to previous years. Tokyo ascended from second to first place this year, reflecting its sustained allure. Vietnam’s Nha Trang has also made its mark, entering the rankings for the first time, driven by its picturesque beaches, lively nightlife, and scenic coastlines.
Asia’s Powerhouse Travellers: China and India
China maintained its standing as the world’s largest source of outbound travellers in 2024. Tourists from the Chinese Mainland are opting for value-oriented, visa-friendly locations such as Japan, Malaysia, and Singapore, while interest in Central Asian destinations like Kazakhstan and Uzbekistan is growing.
India also posted a record number of outbound tourists in 2024. Popular destinations include Abu Dhabi, Hanoi, and Bali—facilitated by new flight routes and a growing middle class keen on exploring new locales. These two countries remain key players in global tourism flows.
Experience-Led Travel on the Rise
Across Asia Pacific, travel preferences are evolving. Tourists are prioritising culinary experiences, nature escapes, and wellness over traditional sightseeing. Gianyar in Bali, famed for its Babi Guling (Balinese roast pork), and Queenstown in New Zealand, which hosted diners from 44 different countries in 2024, exemplify this trend.
Thailand is among the leaders in wellness tourism, offering eco-lodges and meditation retreats. Meanwhile, New Zealand’s rising Wellness Trend Index (WTI) score highlights the country’s growing appeal in self-care tourism.
As the report notes, “the trend toward purpose-driven travel reflects people’s broader desire for experiences that nourish both body and spirit.”
Sporting Events Drive Tourism
Major sports events are also influencing travel decisions. The Australian Open and the Baseball World Series in Los Angeles attracted significant global interest. Japanese tourists notably increased spending by 91% during Shohei Ohtani’s World Series debut—six times higher than the average cross-border boost, reinforcing the role of sports in travel planning.
David Mann, Chief Economist, Asia Pacific at Mastercard, commented: “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 travelers around the world.”
“Even as economic uncertainty persists, travel remains a bright spot—driven by people seeking meaningful, value-driven experiences. From exchange rates to regional accessibility, travelers are making smarter, more intentional choices about where they go and why, with a clear shift toward more personal, purposeful journeys.”
Currency Fluctuations Influence Travel Flows
The report finds that Asia Pacific travellers are particularly responsive to exchange rate movements. A weaker Japanese yen in 2024 significantly boosted inbound tourism. Notably, a 1% depreciation of the yen against the Chinese RMB was linked to a 1.5% increase in visitors from China.
Singaporeans were among the most enthusiastic visitors to Japan, with tourism surging following a 40% appreciation of the Singapore dollar against the yen—despite higher hotel and airfare costs.
Similarly, travellers from India, Singapore, South Korea, and Taiwan showed sensitivity to currency shifts when heading to the US. A 1% drop in the US dollar against local currencies translated to a 0.6–0.8% uptick in tourist numbers.
Business Travel Evolves; Fraud Risks Rise
The study also highlights a shift in business travel behaviour. Companies are trimming global trips in favour of regional engagements, but extending the duration of those that do occur. For instance, average trip length for US business travellers to Asia Pacific rose from 8.8 to 10.2 days.
At the same time, the report raises concerns about fraud during peak travel seasons. Mastercard recorded spikes of up to 28% in fraudulent activities across tourist hotspots, including restaurant scams, fake tours, and counterfeit property listings.
To mitigate these risks, Mastercard leverages AI-powered fraud detection and secure digital wallet technologies to ensure a safer travel experience. “This report is designed to offer a clearer view of how consumer behaviors are evolving—and what that means for tourism growth,” Mann added.
“By turning data into actionable insights, the Mastercard Economics Institute aims to support the travel ecosystem in making smarter decisions that drive stronger tourism strategies, better traveler experiences, and more resilient economic outcomes.”
