Asia-Pacific outbound travel splits as China and India lead

Regional traveler priorities, spending patterns, and digital habits reshape tourism strategies across the region

Asia-Pacific outbound travel is entering a phase of uneven expansion, with China and India emerging as the primary growth engines while more mature markets such as Japan, South Korea, and Australia show steadier patterns. New MMGY research highlights significant differences in traveler motivations, spending intentions, and booking behaviors across the region. The findings suggest that tourism providers must adopt localized strategies rather than treating Asia-Pacific as a single homogeneous market. Safety, experience quality, and digital engagement are increasingly central to travel decision-making.

Key takeaways

• Growth concentrated in China and India: Travelers from these markets plan significantly more international trips than those from Australia, Japan, and South Korea, positioning them as the region’s main outbound growth drivers.
• Higher spending and premium travel demand: Chinese travelers report the highest expected trip spending, while both Chinese and Indian travelers show strong adoption of premium cabin travel, signaling willingness to invest in comfort and experiences.
• Different travel motivations across markets: China and India emphasize experiential travel such as food and adventure, while Japan and South Korea lean toward relaxation, predictability, and restorative travel.
• Mobile-first and localized digital ecosystems: Travel planning is predominantly mobile in most markets, with India showing particularly strong adoption of AI tools for travel inspiration and planning.
• Safety and trust outweigh price sensitivity: Cleanliness, safety standards, and reliability consistently rank above price and loyalty benefits when travelers choose airlines and accommodations.
• Localized strategies required: The region’s diverging behaviors and expectations mean tourism brands must tailor offerings and marketing approaches to individual markets rather than relying on broad regional assumptions.

Source: MMGY

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