Asia-Pacific Outbound Travel Splits as China and India Drive Growth, Study Finds

New research from MMGY highlights significant differences in outbound travel behavior, spending, and digital habits across the Asia-Pacific region, with China and India leading growth, while Australia, Japan, and South Korea exhibit more mature, experience-focused patterns.

A new survey conducted by MMGY examines the changing landscape of international travel among Asia-Pacific countries. The Portrait of Asia-Pacific International Travelers™ study surveyed over 4,000 outbound travelers from five key countries to assess how consumers plan, book, and prioritize international trips over the next three years. The research identifies a notable divide in travel motivations, spending, and digital preferences across the region.

Growth Patterns: High-Growth Versus Mature Markets

The study finds that China and India are driving the next wave of outbound travel growth in the Asia-Pacific region. Travelers from these countries plan to take an average of 3.2 to 3.5 international leisure trips in the next 12 months. In contrast, travelers from Australia, Japan, and South Korea expect to take 1.9 to 2.3 trips during the same period.

Spending intentions also differ. Chinese travelers report the highest expected mean spend at $7,748 per international leisure trip. Australian travelers follow at $7,124, and Indian travelers at $5,154. The survey also notes higher rates of premium-cabin usage in high-growth markets, with 38% of Indian travelers and 33% of Chinese travelers having flown business or first class in the past year. This suggests a greater willingness among these travelers to invest in comfort and experience.

Travel Motivations: Experience Versus Escape

Trip motivators vary significantly across the region. Chinese travelers are most likely to be motivated by culinary experiences, with 61% citing food as a key driver. Indian travelers rank highest across most motivators, including adventure travel, with 52% reporting that they seek adventure. Meanwhile, travelers from Japan and South Korea tend to prioritize rest and relaxation, favoring predictable and restorative travel experiences.

Digital Behaviors and Planning Tools

The research highlights the importance of digital ecosystems in travel planning. Mobile devices are the primary planning tool in China (90%), India (88%), and South Korea (81%). In Australia, travelers use both mobile and desktop platforms equally. Preferences for social media platforms and digital tools vary by country. Notably, India leads the region in AI adoption for travel planning, with half of Indian respondents using AI tools for travel ideas and inspiration.

Safety and Trust Over Price

Despite ongoing economic pressures, the study finds that trust and safety are more important than price in travel decision-making. The safety record is the top factor influencing airline choice in China, India, and Australia. Cleanliness and safety standards are the leading factors for choosing accommodations for 89% of Indian travelers and 85% of Australians, surpassing considerations such as room rates or loyalty programs. These findings indicate that reassurance and peace of mind are central to travel choices in these markets.

Implications for the Asia-Pacific Travel Market

The MMGY study points to a region experiencing uneven growth and evolving traveler expectations. Asia-Pacific markets face a mix of expansion and maturity, with distinct local contexts shaping travel behavior. The research suggests that strategies tailored to individual markets, rather than broad regional approaches, will be necessary to meet the needs of diverse travelers.

The full study provides detailed market dashboards, strategic recommendations, and trend analysis on topics including sustainability and business travel and is now available for purchase or as part of an all-access subscription to EurekA!, MMGY’s AI-powered research platform.