Secondary cities fuel Asia’s 2026 travel surge

SINGAPORE — Travel platform Agoda has released its 2026 Travel Outlook Report, identifying major tourism trends across Asia, including the rapid rise of secondary destinations, growing demand for immersive travel, and greater reliance on digital tools for seamless experiences.

Agoda’s analysis shows that accommodation searches in secondary Asian cities have grown 15% faster than in traditional tourism hubs over the past two years.

In the first half of 2025, 34% of all accommodation searches on Agoda focused on these lesser-known destinations.

The report, based on a survey of Agoda users across key Asia-Pacific markets, attributes the trend to a rising middle class, streamlined visa processes, and expanding flight networks.

Value remains a core driver, with 43% of respondents citing affordability as the primary reason for choosing secondary destinations.

“Secondary cities are no longer hidden gems. They’re becoming the engine of travel growth across Asia,” said Andrew Smith, Agoda’s senior vice president of supply.

He said travelers are seeking authenticity, value, and discovery that major hotspots may not always offer, creating meaningful opportunities for local communities and early-moving partners.

“At Agoda, our focus is straightforward — we equip our partners with the data, insights and digital tools they need to capture this demand and win in these emerging markets,” he added.

Travelers also choose secondary destinations for access to unique culture, special promotions, and outdoor recreation opportunities.

The report highlights accessibility as a decisive factor in destination choice, particularly in India (91%), the Philippines (89%), and Indonesia (80%).

Governments in these markets — along with Thailand, Malaysia, and Japan — are investing in infrastructure and expanding tourism campaigns beyond major urban centers.

Agoda is working with destination marketing organizations to promote off-the-beaten-path locales.

Through its digital tools, the platform helps rural properties improve online visibility and attract travelers seeking fresh and authentic experiences.

The availability of non-hotel accommodations — including villas, apartments, and boutique guesthouses — has increased steadily on Agoda from 2022 through 2025.

This expansion caters to travelers looking for immersive stays while enabling local hosts to participate more fully in the digital economy.

The 2026 Travel Outlook Report outlines several strategies for tourism stakeholders to capture growth opportunities in emerging destinations.

The report recommends enhancing digital visibility with updated listings, rich content, and user reviews to attract travelers.

It also encourages the use of Agoda’s data insights to create targeted marketing campaigns promoting distinct local experiences.

The study advises broadening offerings to include authentic cultural, culinary, and outdoor activities that align with evolving traveler preferences.

Agoda said that by applying these insights, travel brands, destination marketers, and accommodation providers can diversify revenue, strengthen resilience, and deliver high-value experiences in an increasingly competitive tourism landscape.

The full 2026 Travel Outlook Report is available through https://ago-da.co/2026-report.