Agoda Unveils 2026 Travel Outlook: Secondary Cities in Asia Are the New Goldmines, Discover Why You Can’t Miss These Hidden Gems

Published on December 7, 2025

By: Tuhin Sarkar

As we approach 2026, the travel landscape is poised for a monumental shift, with secondary destinations across Asia becoming the new hotspots for travelers. Agoda’s 2026 Travel Outlook Report reveals an unprecedented rise in the popularity of these lesser-known cities, leaving traditional tourist hubs in the dust.

With travelers seeking authenticity, value, and unique experiences, these hidden gems are quickly becoming the go-to locations for those in search of something different. From India to Indonesia, these destinations are thriving due to expanding infrastructure, more accessible travel options, and a growing demand for experiential journeys. Agoda’s report is clear—secondary cities are no longer just off-the-beaten-path. They’re the future of travel, and the industry must seize this moment to capture the booming demand.

The Shift to Secondary Cities: Asia’s Travel Revolution

In recent years, travelers have become more adventurous, opting for secondary cities instead of the well-trodden paths of Bangkok, Tokyo, and Singapore. Agoda’s data shows that accommodation searches in these secondary destinations have surged by a staggering 15% faster than traditional hubs over the past two years. These cities now account for 34% of all accommodation searches in Asia, reflecting a massive shift in travel preferences. With rising middle-class populations, streamlined visa processes, and expanding flight networks, secondary cities have become the ultimate travel destinations for a new breed of traveler. These cities are drawing in visitors who want more than just a photo op—they want authenticity, value, and the opportunity to immerse themselves in local culture. Agoda’s 2026 Travel Outlook highlights this trend, urging industry partners to take advantage of these opportunities before it’s too late.

The Quest for Value and Authenticity: Why Secondary Cities Are Rising

Travelers today are no longer content with visiting overcrowded tourist traps. Instead, they are searching for authentic, immersive experiences that reflect the true essence of a destination. This is where secondary cities come in. Places like Jaipur, Udaipur, Bali, and Sri Lanka offer travelers the chance to experience a destination that’s not tainted by mass tourism. Agoda’s report indicates that 43% of travelers are now prioritizing lower costs as their main reason for choosing these emerging destinations. Additionally, unique local culture, special promotions, and outdoor activities are driving travelers to explore places that were once considered “hidden gems.” The demand for value, coupled with the desire for cultural immersion, is pushing secondary cities to the forefront of the travel industry in 2026.

Agoda’s Role in Empowering Local Communities and Partners

With this boom in secondary destinations, Agoda is at the forefront, equipping hotels, destination marketing organizations (DMOs), and local travel partners with the tools they need to capitalize on the growing demand. Agoda’s data insights and digital platforms allow partners to increase visibility and attract travelers to these lesser-known spots. By utilizing Agoda’s marketing channels, DMOs can highlight hidden gems and local experiences that travelers are eager to discover. As governments across Asia actively work to improve access to secondary cities, Agoda is positioning itself as a key player in driving this change. The company’s focus is clear: supporting local communities while helping partners grow in this rapidly evolving market.

Expanding Accommodation Supply: Meeting the Rising Demand for Authentic Stays

As the demand for secondary cities grows, so does the need for diverse and unique accommodation options. Agoda’s report reveals that non-hotel accommodations such as villas, apartments, and boutique guesthouses are seeing a year-on-year increase in bookings. This expanding supply is a direct response to the growing desire for more authentic stays. Travelers are no longer satisfied with generic hotel chains—they want to feel like they are truly part of the local culture. This is where local property owners and boutique hotels can thrive by offering immersive stays that provide an authentic taste of the destination. Agoda’s platform allows these businesses to enter the digital economy and tap into a growing pool of travelers eager to experience something unique.

Leveraging Technology to Capture the Next Wave of Travelers

The role of technology in the travel industry has never been more critical. Agoda’s 2026 Travel Outlook Report highlights the importance of seamless, technology-driven journeys that meet the growing expectations of today’s travelers. From easy booking systems to virtual tours and real-time updates, technology is enhancing the travel experience from start to finish. With travelers increasingly seeking digital solutions that simplify their journey, it’s crucial for accommodation providers and experience operators to embrace digital tools that enhance their visibility and streamline the booking process. Agoda’s insights provide partners with the necessary tools to make this shift, helping them stay competitive and attract the next wave of travelers looking for convenience and efficiency.

How Industry Partners Can Capitalize on These Emerging Trends

As secondary destinations continue to rise in prominence, there are significant opportunities for industry partners to capture demand and elevate traveler experiences. Agoda’s 2026 Travel Outlook offers several strategies for partners to tap into this growing market. First, it’s essential for businesses to enhance digital visibility by updating listings, creating engaging content, and encouraging guest reviews. This will help attract travelers who are eager to discover new destinations. Additionally, targeted marketing campaigns that highlight local experiences, such as cultural festivals, culinary tours, and outdoor activities, will resonate with travelers seeking immersive journeys. By expanding offerings and promoting authentic experiences, local businesses can strengthen their position in the competitive travel market.

Opportunity?

The future of travel is shifting, and the industry must be ready to adapt. As travelers increasingly look beyond traditional hotspots to explore secondary cities, the opportunity for growth is massive. Agoda’s 2026 Travel Outlook reveals the growing demand for authentic, immersive experiences, and the need for technology-driven solutions to meet travelers’ expectations. With the right strategies, accommodation providers, DMOs, and travel brands can capitalize on these trends, diversify their revenue streams, and position themselves as leaders in the next wave of travel. Now is the time for industry partners to act. Seize the opportunity to tap into the explosive growth of secondary cities and help shape the future of travel.