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asia | regions
Demand for travel to Asia is soaring. The region recorded an 11% increase in international arrivals, more than double the global growth average, from 2024 to 2025. Improving connectivity by air and favorable visa policies are key factors in the spike. That’s according to UN Tourism’s September
2025 World Tourism Barometer. The report highlights Northeast Asia — which includes Japan, South Korea and China — as the sub- region experiencing the planet’s most marked increase in arrivals. Nowhere was hit harder by the Covid lockdowns, and despite the recent pick-up, international arrivals still lagged 8.2% behind their 2019 level in 2025. That leaves opportunities for growth in the years ahead. Southeast Asia remained 8% down on pre-
pandemic arrivals in 2025, despite year-on- year growth well above the global average of 5.5%. Yet South Asia — a region traditionally strong among expatriates for visiting friends and relatives — recorded a 5.4% year-on-year dip in arrivals over the same period, leaving it 5.3% lower than before the pandemic. High transport costs and economic
uncertainty were the main factors negatively influencing tourism, according to a May 2025 survey of the UN Tourism Panel of Experts. Along with geopolitical concerns, they’re likely to remain the chief discouragements to travel to Asia over the next couple of years.
On the rise Signs for 2026-27 are good, with Vietnam recording growth of 21% in international arrivals during the first half of 2025. Over the same period, South Korea’s numbers surged by 15% — three times the global average — and both Malaysia and Indonesia drew around 9% more visitors. “From January to September 2025, nearly
2.4 million Americans visited Japan — up 22% from the same period in 2024,” explains Yoko Tanaka, Executive Director of Japan National Tourism Organization’s LA office. During that time, their spending has increased 19.8%. Tanaka identifies a strong interest in Japan’s
unique blend of tradition and modernity; rising enthusiasm among young travelers; an increased availability of flights and cruise itineraries; plus a favorable exchange rate — with the weak yen making Japan more affordable for international visitors — as key factors in the boom. “Thanks to advances in technology, language
barriers are easier to overcome. Translation apps, AI-powered guides and multilingual digital signage help travelers navigate more smoothly. AI tools are also making trip planning
easier, allowing visitors to customize itineraries, discover local recommendations and book transportation and accommodations with ease,” she adds of trends boosting the appeal of Japan — and applicable to Asia more widely. Nobuo Suzuki, from All Nippon Airways, says:
“We’re seeing a surge in passenger demand that exceeds the increase in our overall seating capacity from the previous year.” Delta Air Lines will introduce direct daily flights from Los Angeles to Hong Kong on June 6, 2026. Meanwhile, Korean Air will increase the frequency of its Atlanta to Seoul service to twice a day from May 11, 2026, and United Airline’s Newark to Seoul service will become year-round. Parata Air looks set to introduce low-cost flights from the South Korean capital to LA and Las Vegas. The rise in popularity of K-Culture among
travelers aged 30 and under is helping to drive interest in Korea. Anime, gaming and cuisine are having a similar positive impact on interest in Japan among Americans aged between 18 and 28. The opening of the Pokémon-themed PokéPark Kanto in early 2026 is expected to attract families and worldwide fans.
Cruising ahead Notably, cruising is attracting Americans to the continent. Vicki Freed, Senior Vice President of Trade, Sales Support and Service at Royal Caribbean Cruises, explains: “Asia’s rise in popularity as a leading cruise vacation destination has been underscored by the expansion of offerings out of Southeast Asia and growing homeport activity in Singapore. With a wide variety of itineraries in the region, travelers have the choice of opting for shorter getaways or pursuing deeper cultural experiences in vibrant cities and exotic landscapes.” For the first time since 2020, Norwegian
Cruise Line’s Norwegian Jade will return to Asia from October 2026 through April 2027, sailing nine- to 14-day voyages. John Chernesky, the line’s Senior Vice President of North America Sales, says: “Norwegian has seen an increase in demand for Gen Z and Millennial guests specifically sailing Asia and South Pacific cruises as longer, port-intensive voyages to immersive destinations have been on the rise for this demographic. Younger travelers are discovering the benefits of cruising for many of the same reasons that other generations have gravitated towards cruising.”
Deep dive Of trends relating to Asia, Rob Coleman, Senior Vice President of Sales at Holland America
Line, says: “Travelers are seeking longer, more immersive itineraries and we’re responding with cruises that include overnight stays in major ports like Osaka, Shanghai and Bangkok. And guests can take advantage of our mid-sized ships to access ports inaccessible to larger ships, such as Jeju and Boracay. Scenic cruising and curated shore excursions focused on culture and cuisine are resonating strongly with guests.” Demand for immersive experiences is
growing, and river cruises enable travelers to observe rhythms of local life along waterways such as the Mekong, Ganges and Yangtze. Yves Van Kerrebroeck, Commercial Director of Pandaw River Cruises, observes: “We’re seeing strong year-on-year growth from the US as travelers seek trips that feel uncrowded, authentic and expertly hosted. Our small-ship river expeditions in Laos, Vietnam and India tick those boxes and offer complete peace of mind: guests can step ashore in off-the-beaten-path villages, meet local artisans and return to the comfort of their boutique 10- to 28-cabin ship.” For 2026-27, Pandaw will introduce cruises
on the backwaters of Kerala on a 10-cabin vessel. The nature-rich, culturally focused route is typical of the type of itinerary that’s increasingly resonating with US travelers. Van Kerrebroeck notes a trend for depth over
breadth of travel, with checklists becoming less prevalent. Instead, there’s a rise in slow travel expeditions with local guides and community visits, with ships allowing travelers to unpack once and explore in comfort. That encourages longer stays, of 14 to 21 days and more. A steady rise in solo travelers is also discernible.
Ski season Changing weather patterns are also helping boost interest in Northeast Asia as a winter sports destination. “Ski towns in Hokkaido are famed for ‘Japow’ — the dry, fluffy powder snow formed when cold Siberian air picks up moisture over the Sea of Japan and releases it over the mountains,” explains Alessandra Rances, International Marketing Executive at The Luxe Nomad — an upscale letting company which is seeing an uptick in US travelers. Notable niche events likely to prompt
travel to Asia over the next two years include the Tomorrowland Thailand electronic dance music festival, in December 2026, and the International Horticultural Expo 2027 in Yokohama, Japan. Increasingly, Asia is back on travelers’
agendas and its diverse cuisines, cultures and landscapes look set to enchant more Americans than ever before by 2027.
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