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A travel study finds that despite global uncertainty, travellers across the region are still packing their bags, choosing familiar destinations, embracing AI to plan their trips, and leaving room for spontaneous experiences.
Travellers across Asia Pacific are continuing to prioritise travel despite rising costs and shifting global conditions, but they are becoming more intentional about how they plan their journeys, according to Visa's latest Global Travel Intentions (GTI) study.
Based on responses from more than 47,000 travellers worldwide, including over 17,000 across Asia Pacific, the study found that people in the region are gravitating towards familiar destinations, making more practical travel decisions, and embracing greater flexibility throughout their trips.
Familiar destinations remain the top choice, but passions still shape travel plans
The study found that Asia Pacific travellers are increasingly choosing destinations closer to home that offer familiarity, ease of access, and greater confidence when planning.
Nearly two-thirds (63%) of respondents said they had travelled within Asia Pacific, far surpassing travel to Central Europe, the Middle East and Africa (16%), Europe (13%), and North America (6%).
Japan emerged as the most popular destination, with almost one in five respondents (19%) having travelled there, followed by Australia (7%). Thailand, South Korea, and Hong Kong rounding up the top five, each attracting around 5% of travellers.
The trend looks set to continue over the next 12 months. More than one in four respondents (28%) said they plan to visit Japan, while Australia (16%), Hong Kong (13%), and South Korea (13%) were also among the most popular planned destinations.
While familiarity is influencing where people travel, travellers are still seeking memorable experiences once they arrive.
More than a third (37%) of Asia Pacific respondents said they plan their holidays around unique local experiences, particularly food and cultural activities, exceeding the global average of 29%.
Meanwhile, one in four respondents said they would travel specifically for major live entertainment and sporting events, such as the FIFA World Cup 2026, Formula 1, and K-pop concerts.
AI supports more practical and informed travel planning
The report also highlighted how travellers are taking a more considered approach before setting off, particularly as conditions at destinations continue to evolve.
Beyond researching accommodation, respondents said they are increasingly checking travel insurance, visa requirements, and local developments before making their final plans.
Artificial intelligence is playing a growing role in this process. Nearly half (49%) of Asia Pacific respondents said they use AI tools to discover destinations and generate travel ideas, making it the technology's most common use case.
AI is also helping travellers gather and organise travel reviews and recommendations (41%), as well as discover local tours and experiences (35%).
Payment considerations remain an important part of travel planning. One-third (33%) of respondents cited payment security as their top priority, while 27% said card acceptance at their destination was a key consideration.
Reflecting the continued shift towards digital payments, almost three in four respondents (73%) said they travel with payment cards or mobile wallets.
Travellers secure the essentials early but leave room for spontaneity
While travel planning has become more deliberate, travellers are not mapping out every aspect of their journey before departure.
The study found that almost four in five respondents (79%) booked accommodation in advance. However, only around half (51%) booked activities before travelling, suggesting many prefer to decide on experiences after arriving at their destination.
Dining and transport choices are more flexible. Around 72% of dining decisions are made after reaching the destination, while 65% of travellers choose their transport options during the trip.
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Infographic / VISA
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