Travellers in Asia are showing greater interest in secondary destinations, with searches for lesser-known locations growing faster than traditional tourist hotspots, according to Agoda.

The digital travel platform released new data ahead of World Tourism Day (Sep 27), highlighting a 15 per cent faster pace of searches for secondary destinations compared with top-tier destinations in 2025, versus the same period last year.

Growth across Asia

The trend is visible in several of Asia’s largest travel markets where governments have been actively promoting lesser-known cities and regions.

Searches for secondary destinations rose by 57 per cent in Indonesia, 74 per cent in Japan, and 39 per cent in South Korea, outpacing Tier 1 cities in each market. Similar growth was also recorded in India (19 per cent), Malaysia (22 per cent) and Thailand (15 per cent).

Agoda said this reflects the impact of national initiatives, such as India’s UDAN scheme to expand regional airports, Indonesia’s “Super Priority” destinations programme, and Malaysia’s investment zones to develop underrepresented areas.

Economic opportunities for local communities

Omri Morgenshtern, Chief Executive Officer of Agoda, said the shift towards secondary destinations presents economic opportunities for local communities.

“The increasing popularity of secondary destinations provides an opportunity to create a more prosperous travel industry and boost local economies,” he said. “Agoda is proud to support this transformation by raising the profile of these locations to a global audience, as we know spreading the tourism dollar more widely brings a wide range of benefits to communities.”

Agoda said it works with Destination Management Organisations and local property owners to improve digital visibility and booking options for rural and regional areas.

Special campaign for World Tourism Day

To mark World Tourism Day, Agoda is launching a promotional sales campaign from Sep 24 to Oct 8, with discounts of up to 60 per cent on hotel bookings. Flash sales offering up to 70 per cent off will run on Sep 27 and Oct 6, while Agoda VIP members will have early access from Sep 21 to 23. The campaign will also feature exclusive deals on flights and activities through Agoda’s website and mobile app.

With more travellers seeking unique and less-crowded destinations, tourism authorities across Asia are expected to continue investing in secondary cities. Agoda said digital platforms will play a key role in connecting these destinations with international travellers, ensuring that growth in visitor numbers translates into wider economic benefits.