Asia Pacific Travellers Favor Familiar Destinations and Flexible Planning, Visa Study Shows :: Hospitality Trends

Visa’s 2026 Global Travel Intentions (GTI) study surveyed over 47,000 people worldwide, including more than 17,000 from Asia Pacific. The research focused on how travel patterns and preferences are evolving in response to global changes such as rising costs and uncertainty. The findings indicate that people in Asia Pacific are not traveling less, but are instead planning their trips with greater intentionality, emphasizing familiarity, practicality, and flexibility.

Preference for Familiar Destinations

The study found that a majority of Asia Pacific travelers are choosing destinations within their own region. According to the data, 63% of respondents traveled to destinations in Asia Pacific, far outnumbering those traveling to Central Europe, the Middle East, and Africa (16%), Europe (13%), or North America (6%). Japan was the top destination, attracting nearly one in five (19%) respondents, followed by Australia (7%), and then Thailand, South Korea, and Hong Kong SAR at around 5% each.

Looking ahead, more than one in four (28%) plan to visit Japan in the next 12 months, with Australia (16%), Hong Kong SAR (13%), and South Korea (13%) also popular destinations. This trend suggests that familiarity, ease of access, and confidence in planning are key factors influencing travel decisions.

Interest in Unique Experiences and Events

While many travelers are choosing familiar destinations, there is also a strong interest in unique local experiences. The study found that 37% of Asia Pacific respondents plan trips around experiences related to food and culture, which is higher than the global average of 29%. Additionally, one in four respondents said they would travel for major live entertainment and sporting events, such as the FIFA World Cup, Formula 1, and K-Pop concerts.

Use of AI and Digital Tools in Travel Planning

The report highlights a growing reliance on digital tools, particularly artificial intelligence (AI), for travel planning. Nearly half (49%) of respondents use AI tools to discover destinations and ideas, making this the most common use of AI in travel. Other uses include gathering travel reviews and recommendations (41%) and discovering local tours and experiences (35%).

Travelers also conduct thorough checks before their trips, considering factors such as accommodations, insurance, visa requirements, and local events. Payment security is a significant concern, with 33% of respondents prioritizing it, followed by card acceptance (27%). The use of digital payments is widespread, with 73% bringing cards or mobile wallets on their trips.

Balancing Advance Planning with Flexibility

The study shows that while travelers are strategic in their planning, they also value flexibility. Almost 79% booked accommodations before their trips, but only 51% booked experiences in advance, indicating a preference for making decisions after arrival. Dining and transportation choices are also often made on the spot, with 72% and 65% of respondents, respectively, deciding after reaching their destinations.

Conclusion

Visa’s 2026 GTI study suggests that Asia Pacific travelers are adapting to global uncertainties by seeking familiar destinations, leveraging digital tools for practical planning, and maintaining flexibility in their travel experiences. The findings highlight the importance of secure digital payments and the growing role of AI in shaping travel decisions across the region.