PATA unveils nine Asia-Pacific travel trends for 2025

The list was produced by PATA UK & Ireland through a survey of its members, and provides insights into market focuses, booking trends for tour operators, and the latest developments in the Asia-Pacific travel industry.

“Pacific Asia is poised for a great year ahead, as 2025 travel trends bring an exciting mix of opportunities for agents,” said Chris Crampton, Chairman of PATA UK & Ireland. “From new immersive wildlife experiences and cultural explorations to eco-friendly accommodations, travellers are embracing sustainability like never before. The appeal of screen-worthy film locations in particular is sparking wanderlust, while secondary holiday destinations are rising, as are hidden gems for the adventurous.”

The trends are:

1. Agent expertise is valued

The expertise of travel agents is still valued, despite travellers being inundated with online holiday booking options – in part because booking in the Asia-Pacific region can be a “dynamic blend of complex itineraries, sustainable tourism demands, and niche experiences,” stated PATA.

Agents can also simplify the research and booking process, and provide a tailored experience for clients.

2. Far from the madding crowd

Tourists are increasingly seeking out “secondary destinations” – places that are less popular and therefore busy – over the traditional tourist hotspots.

Many tourism boards have been actively promoting these areas in an effort to reduce overtourism in some cities and regions.

3. Authenticity is king

PATA found that travellers are more likely to avoid “cookie-cutter holidays” in 2025, as they instead seek to have more “immersive interactions, and hyper-local experiences and touring”. This includes greater exposure to local people and culture, including food and the natural landscape.

4. The return of the big planes

Airlines are increasing capacity across the region, including the reintroduction of bigger planes than have been seen since the pandemic, as well as a higher frequency of flights and new routes launching in 2025.

As a result, flight prices in the APAC region are beginning to come down again, as supply meets demand more effectively.

5. Living on the wild side

Wildlife spotting holidays have surged in popularity in recent years, with travellers looking to have a deeper connection to nature on their visit to APAC.

Experiences available in the region include “spotting an array of big cats in Malaysia … caring for elephants in Thailand, snorkelling among dugongs in Vietnam, or watching giant pandas playing in China.”

6. Seeking sustainability

Sustainability continues to be a top priority for travellers, as people become increasingly aware of their environmental impact. As a result, travellers are more frequently seeking sustainable travel and tour options.

7. Rooms with ‘roots’

Travellers are increasingly likely to choose hotels accommodation that embraces the local and cultural identity, as part of their desire to have an “authentic” experience. Travellers are also looking to support local neighbourhoods and communities as part of their hotel stay.

8. Media-based travel

In 2025, many travellers are seeking out film locations from TV and films, as well as attractions tied to their favourite media franchises.

For example, PATA highlighted that the new Jurassic Park movie, Jurassic World Rebirth, was filmed in Thailand, and is likely to attract tourists to the country. Additionally, a new theme park centred around the children’s TV show Bluey has recently opened in Brisbane.

9. Sports travel

PATA noted that sporting events were a major trend for travel in 2024, and this is set to continue in 2025.

International SOS released its annual interactive Risk Map for 2025 earlier this month.