Since the COVID-19 pandemic, global travel trends have shifted from simple sightseeing vacations to experiential tourism that maximizes personal preferences and immersive experiences. Travelers are diversifying their travel purposes, seeking to connect with local cultures or pursue inner healing.
Recent analyses of '2026 Travel Trends' by global travel platforms Booking.com and Agoda indicate a notable increase in demand for customized activities, such as 'Fun-cation' (Fun + Vacation) and 'Glow-cation' (Glow + Vacation), among travelers in the Asia-Pacific region.
Carpool road trips and stargazing tours reflect diverse travel preferences
Booking.com has identified six noteworthy travel destinations that reflect the changing preferences of Asia-Pacific travelers. The report highlights unique keywords, including the evolution of road trips and the integration of mystical elements.
One standout destination is Port Douglas, Australia. Road trips have evolved beyond mere transportation to become social experiences where travelers can connect with others on similar routes. According to the survey, 86% of Asia-Pacific travelers responded positively to carpooling during vacations. Port Douglas, located near the UNESCO World Heritage-listed Great Barrier Reef, is considered an ideal spot for such open road trips.
Another emerging trend is 'Glow-cation,' which combines skincare programs tailored to individual skin conditions with travel. With 82% of Asia-Pacific travelers expressing interest, Koh Samui in Thailand, known for its lush jungles and emerald waters, has emerged as a leading wellness travel destination.
Additionally, Mui Ne in Vietnam, known for its red sand dunes and water sports, has been recognized as a 'Romantasy' (Romance + Fantasy) destination, while Takayama in Japan, which incorporates traditional woodworking and sake breweries into local culture, has been highlighted as a 'Pantry Souvenir' destination. Ladakh in India, offering a serene natural environment away from the digital world, has also attracted those seeking tranquility.
In South Korea, Yongwol in Gangwon Province has been selected as a representative destination for the 'Traveling by Asking the Stars' trend, which focuses on astronomical phenomena. Yongwol is praised for its low light pollution, making it an excellent location for observing the Milky Way, and it boasts well-established nighttime tourism infrastructure, including the Seongmaro Observatory on Bongraesan Mountain.
The rise of 'Fun-cation' boosts South Korea's activity market
The diversification of travel preferences is also reflected in actual activity booking data. An analysis of Agoda's booking data from January 1 to June 15 this year shows a clear trend toward immersive experiences.
The most booked activity across Asia was Hong Kong Disneyland Park, followed by Sun World Fansipan Legend in Vietnam and Aquaria KLCC in Kuala Lumpur, Malaysia. Lotte World Adventure in South Korea ranked fifth among the most popular activities in Asia, demonstrating significant interest from global travelers.
Inbound travelers are increasingly drawn to both Seoul and Busan. The 'Visit Busan Pass' and the relaxation space 'Spa Land Centum City' ranked second and third, respectively, in domestic activity bookings, underscoring Busan's competitive tourism content.
Conversely, outbound travel for South Koreans has primarily focused on short-distance activities. The 'House of Dancing Water' in Macau, known for its large-scale water performances, topped the list, followed by the 'Osaka Amazing Pass,' which combines transportation and entry to attractions, and the 'Fukuoka Tower e-Ticket,' which offers panoramic views. Notably, Macau has emerged as South Korea's largest overseas market outside of the Chinese-speaking regions, leading to an expansion of related content.
Alex Park, the country manager for Agoda in South Korea, stated, "According to Agoda's 2026 Travel Outlook Report, about one in four South Korean respondents plans to engage in outdoor activities or activity-based travel this year. We will enhance support to help consumers easily explore a variety of products, from amusement parks to natural landscapes, in line with their demands."
* This article has been translated by AI.
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