Japan tops Asia travel searches as domestic tourism booms in Vietnam, India, and Malaysia

According to new Booking.com data for the first half of 2025, Japan continues to lead outbound travel searches in Asia, while domestic tourism is surging in Vietnam, India, and Malaysia.

Searches for Japanese destinations appeared in queries from more than 70% of the Asian markets analysed, with Tokyo and Osaka consistently ranking in the top 10 for travellers from Taiwan, China, Hong Kong, Singapore, and South Korea. Japanese travellers themselves showed strong domestic demand, with Seoul the only international city to make their top 10.

Japan’s appeal rests on its mix of modernity and heritage – from Tokyo’s high-tech energy to Kyoto’s temples and gardens. Fukuoka also scored highly with travellers from Hong Kong and South Korea, underlining Japan’s broad regional draw.

However, the data also shows a marked rise in domestic travel across Asia. Vietnam saw a 94% year-on-year increase in local searches, with Danang leading demand. In Malaysia, Kuala Lumpur, Melaka, and George Town were most searched, reflecting a growing appetite for food, culture, and short-break experiences.

India demonstrated a dual trend: Dubai topped searches as its most popular international destination, but domestic hotspots including Goa, New Delhi, and Bangalore also gained traction. Analysts link this to both the appeal of staycations and India’s large diaspora connections with the Middle East.

Australia mirrored the domestic trend, with strong demand for the Gold Coast, Sydney, and Melbourne. Internationally, Bali overtook Tokyo and Singapore as the top overseas search, driven by its accessibility and tropical appeal.

By contrast, Bangkok saw declining interest – with searches down 20% in China and 18% in South Korea – though it remains popular among Hong Kong and Singapore travellers.

Japan recently tightened its tourism rules amid a record surge in visitors.