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European Travelers Seek Walkability and Wellness in Asian Destinations – Image Credit Agoda
- European interest in Asian travel is rising, with a focus on walkable cities and wellness experiences.
- Hoteliers are encouraged to enhance offerings with curated walking tours and wellness packages to attract European guests.
European travelers are increasingly drawn to Asian destinations, with a notable interest in walkability and wellness experiences, according to Agoda’s latest Europe to Asia Summer Travel Trends report. The report highlights a 20% year-on-year growth in search interest for Malaysia, with Thailand, Indonesia, Japan, and Vietnam also ranking as top destinations for summer 2025.
Travelers from the UK, France, Germany, Spain, and the Netherlands are leading this surge in interest, with significant increases also seen among tourists from Greece, Turkey, and Poland. This shift reflects a growing desire for authentic and immersive experiences, such as exploring vibrant neighborhoods, enjoying wellness retreats, and discovering cultural landmarks on foot.
Agoda’s insights suggest that hotels in walkable cities like Chiang Khan in Thailand, Melaka in Malaysia, and Hanoi in Vietnam can capitalize on this trend by emphasizing their proximity to city centers and local attractions. Hoteliers are encouraged to offer curated street tour maps and guided walking tours to enhance guest experiences.
The wellness tourism market in Asia is booming, projected to reach USD 156 billion by 2025. Travelers are seeking destinations that offer not only cultural immersion but also opportunities to focus on their wellbeing. Hotels can attract these guests by bundling wellness experiences with room rates, offering spa packages, yoga classes, and digital detox retreats.
Andrew Smith, Senior Vice President, Supply at Agoda, emphasizes the importance for hoteliers to anticipate not just where guests want to go, but how they want to experience those destinations. By focusing on wellness, walkability, and local authenticity, hotels can build stronger relationships with European travelers and ensure long-term success.
