Indonesia Now Leads Rise of Frequent Short Trips as Japan’s Secondary Cities Surge in Popularity Among Asian Travellers

Written By: Prajna Ganguly

Prajna Ganguly

I am a Communication and MarCom Specialist at Travel And Tour World, driven by a passion for researching, writing, and publishing content on the global travel and tourism industry. I specialize in turning industry developments, destination stories, tourism trends, and hospitality insights into engaging, reader-focused content. With a background in media relations, brand positioning, and managing over 200 global partnerships, I bring a deep understanding of the travel ecosystem. My goal is to build a career at the intersection of travel journalism, tourism publishing, strategic communication, and destination storytelling.

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May 31, 2026 14:48 GMT+5:30

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Travellers across Asia are altering how they explore the world in 2026, making a clear brak from traditional travel patterns. Rather than reserving holidays for once‑a‑year extended breaks, a growing segment of consumers is adopting a rhythm of multiple, shorter journeys. Data from recent industry research signal this structural shift across the region, with notable momentum in Indonesia and new hotspots emerging in Japan’s secondary cities. The result is an evolving travel ecosystem that reflects changing lifestyles and preferences.

Frequent Travel Takes Root in Indonesia
Leading travel platform surveys reveal that Asian travellers are increasingly embedding travel into their regular routines. A significant portion of respondents now plan to take numerous trips throughout the year, diluting the dominance of the conventional annual vacation.

In Indonesia, this trend is particularly strong: 32% of travellers in the country indicated they plan to embark on 11 or more trips in 2026. This represents a dramatic reorientation of travel behaviour, with consumers prioritising frequent, shorter excursions over fewer extended vacations. Tourism experts have begun referring to these highly mobile travellers as “perpetual travellers,” due to their almost continuous engagement in travel activities.

Gen Z Redefines Travel Frequency
Younger generations are at the forefront of this behavioural shift. According to survey results, 73% of Generation Z travellers across Asia anticipate taking between one and six trips annually, with most stays shorter than one week. These shorter itineraries appeal to lifestyle‑oriented travellers who value diversity of experience and flexibility.

The trend also aligns with broader travel demand becoming more evenly distributed throughout the year. Historically, tourism flows concentrated around established peak seasons. However, current market patterns indicate that travellers now spread their journeys across months that were previously considered off‑peak, helping service providers and destinations maintain steadier activity throughout the calendar.

Rising Interest in Japan’s Secondary Cities
Concurrent with the rise in travel frequency is a distinct grassroots movement toward secondary destinations across the region. Rather than focusing exclusively on traditional tourism hubs, Asian travellers are increasingly discovering lesser‑known cities and locales that offer cultural depth and local character.

Japan provides a compelling example of this shift. Cities such as Takamatsu, Matsuyama and Sendai have experienced significant growth in travel interest, outpacing many larger, established gateway cities. Year‑on‑year growth in visitation interest for these destinations has reached high double‑digit percentages, signaling that travellers are seeking experiences beyond well‑worn paths.

This movement toward secondary cities reflects the priorities of modern travellers who value authenticity, manageable crowds and unique local experiences. For destinations, the trend offers a valuable opportunity to diversify tourism flows, reduce pressure on iconic hotspots and promote sustainable regional development.

Hotels Adapt with Localised Experiences
Accommodation providers are adjusting their strategies to align with the evolving travel landscape. As travellers seek more meaningful and culturally resonant stays, hotels that incorporate localisation into their service models are seeing tangible commercial advantages.

Properties that have embraced localised practices—such as offering region‑specific amenities or partnering with local cultural organisations—report significantly higher revenue per available room (RevPAR) than those relying solely on standardised hospitality products. In addition, a majority of hotels implementing localisation strategies observed an uptick in repeat bookings, with many guests demonstrating willingness to pay more for bespoke, culturally relevant experiences.

These findings suggest that hotels capable of integrating local context into guest experiences are better positioned to capture the loyalty of today’s frequent travellers. Local flavour, narrative, and personalised engagement are becoming key differentiators in a competitive industry.

Wider Implications for Asia’s Tourism Sector
The shift toward frequent, shorter travel occasions and interest in non‑traditional destinations is reshaping the tourism landscape across Asia. For destination marketing organisations, the rise of the perpetual traveller underscores the importance of promoting accessibility, variety and year‑round appeal. Highlighting cultural festivals, outdoor activities and off‑season attractions can draw interest outside of traditional holiday peaks.

Tour operators, transport providers and travel technology companies also have opportunities to innovate. Flexible booking options, modular travel packages, and digital tools that support seamless trip planning can help meet the expectations of travellers who prioritise convenience and adaptability.

Government tourism bodies and destination managers can leverage these trends to support regional economies. Efforts to enhance connectivity, expand infrastructure and provide updated visitor information to emerging destinations can help channel growing interest into sustainable development outcomes.

Conclusion
In 2026, consumer travel behaviour in Asia is clearly evolving. With Indonesia at the forefront of frequent travel uptake and Japan’s secondary cities gaining prominence, the travel industry is responding to a new normal: a world where travel is integrated into regular life rather than confined to rare annual breaks. As travellers increasingly seek variety, cultural authenticity and flexible travel options, destinations and hospitality providers that adapt to these preferences are likely to thrive in the years ahead.