Web in Travel (WiT), Asia’s leading travel intelligence and events platform, has unveiled its top five predictions for the year ahead. Editor‑in‑Chief Siew Hoon Yeoh draws on emerging signals across the region – from shifting traveller behaviour to the rapid adoption of new technologies.
Across Asia Pacific, demand is rising, traveller expectations are evolving, and new patterns are emerging that will reshape how destinations, brands, and intermediaries compete. Reports from leading travel data providers show strong momentum: APAC travel redirects for 2026 are up 9% year‑on‑year (Skyscanner, 2025), while digital adoption and AI‑enabled planning are accelerating rapidly, with AI already used by 39% of travellers for research and planning (Phocuswright, 2025).
1. AI‑driven trip planning goes mainstream
AI has already become a core planning tool for APAC travellers. By late 2025, 58% of active travellers in key markets were already using AI for travel‑related tasks, and adoption is expected to surge further in 2026. In Asia, nearly 63% of travellers say they are likely to use AI for their next trip (Agoda, 2026 Travel Outlook Report).
From itinerary generation to real‑time translation and personalised recommendations, AI is reshaping how travellers discover, compare, and book experiences. For travel brands, this marks a shift toward hyper‑personalised, conversational commerce.
2. Secondary cities rise as the new growth engines
Across APAC, travellers are looking beyond traditional hotspots. Searches for secondary cities have been growing faster than major hubs over the past two years in many APAC locations, driven by value, authenticity, and improved connectivity. Destinations such as Fukuoka, Tokushima, Kochi, and Denpasar are seeing significant increases in search interest.
This trend is reinforced by domestic travel growth – 35% of Asian travellers plan to travel mostly within their own country in 2026 (Agoda, 2025) – creating opportunities for lesser‑known destinations to capture new demand
3. Experience‑led travel surges: Food, culture, and mega‑events
Experience‑driven travel continues to dominate APAC demand. Culinary exploration, cultural immersion, and major entertainment events – from concerts to exhibitions – are shaping travel flows. In 2026, theme parks, immersive shows, and fan‑driven attractions across Asia are expected to be among the most‑booked experiences (Trip.com, December 2025).
Events such as Tomorrowland’s debut in Thailand and major K‑pop tours will further fuel intra‑regional travel.
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4. Value‑driven travel and affordability shape decision-making
Affordability is the top priority for 39% of Asian travellers according to the Agoda study, with 73% seeking accommodation under USD 100 per night. This value‑conscious mindset is not reducing travel – instead, it is enabling more frequent, shorter trips. Travellers are choosing destinations and products that maximise value, from budget‑friendly secondary cities to flexible booking options.
5. Mobility expands: New flight networks, Visa easing and seamless payments
Relaxed visa rules, expanding flight networks, and frictionless digital payments are making APAC one of the easiest regions to navigate for many travellers. Visa policy changes in markets like Malaysia and Thailand have triggered immediate spikes in travel interest, while airlines across APAC are expected to take delivery of more than 600 new aircraft in 2026. Cross‑border QR payments and linked digital wallets are further reducing friction, enabling seamless multi‑country itineraries.
“APAC continues to be the world’s most dynamic travel region; not just in terms of volume, but in how quickly traveller behaviour evolves,” said Siew Hoon Yeoh, Co‑Founder and Editor‑in‑Chief of Web in Travel. “What we’re seeing for 2026 is a region that is more confident, more connected, and more curious. AI will transform planning, but equally important is the rise of secondary cities, the hunger for meaningful experiences, and the push toward value and accessibility. For travel brands, the opportunity lies in meeting travellers where they are: with relevance, agility, and authenticity.”
Web in Travel will continue to convene the region’s most influential travel leaders through its flagship events in 2026, with locations including Japan, Singapore and – for the first time – New Zealand.
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