Asia-Pacific Travel Industry Soars in 2025 as Hotel Bookings Surge and Luxury Spending Leads Global Trends

Published on May 21, 2025

Asia-Pacific’s travel industry is soaring in 2025, fueled by a 23% surge in hotel booking values—outpacing the Americas and EMEA by a wide margin—and a marked rise in luxury spending by affluent travelers. This growth is driven by a combination of factors: resilient year-round demand, booming air travel, a strong appetite for culinary tourism, and an increasing reliance on AI-powered trip planning. With hotel and flight bookings rising sharply while other global regions lag or decline, APAC has emerged as the fastest-growing and most dynamic travel market in the world this year.

In early 2025, the Asia-Pacific region has emerged as the undisputed global leader in travel growth, outpacing both the Americas and EMEA (Europe, the Middle East, and Africa) by a considerable margin. According to newly released findings from the Spring 2025 Travel Pulse Global Report by Criteo S.A., hotel booking values in the Asia-Pacific (APAC) market climbed by an impressive 23%—a pace far beyond the modest 2% growth reported in both the Americas and EMEA.

This robust surge underscores APAC’s resilience and dynamism in a global tourism industry still navigating economic headwinds, geopolitical instability, and shifting traveler expectations. The findings not only highlight the region’s accelerating recovery post-pandemic but also its evolution into a trendsetter for future global travel behavior.

APAC Dominates Global Travel Metrics with Double-Digit Gains

The Asia-Pacific hospitality sector experienced exceptional momentum in the opening months of 2025, setting a new benchmark for regional travel performance. Hotel bookings increased by 10%, while air travel bookings posted a solid 7% gain. In stark contrast, hotel bookings in the Americas fell by 10%, and those in EMEA declined even further, dropping 11%. Air travel fared slightly better in these regions, but gains remained marginal—with just a 1% rise in the Americas and a 4% decline in EMEA.

The sharp contrast between APAC and the rest of the world indicates a clear regional divide in tourism momentum. Industry analysts attribute APAC’s growth to a combination of strong domestic tourism in large markets like China, Japan, and India; relaxed border policies; and surging international demand driven by value-conscious global travelers.

Off-Season Demand Strengthens APAC’s Resilience

What sets Asia-Pacific apart is not only its peak-season performance but also its ability to sustain growth during traditionally slower travel periods. Between July and October 2024—typically considered off-peak in many markets—travel bookings in APAC outpaced retail sales growth by more than 12 index points.

This resilience suggests a sustained appetite for travel experiences throughout the year, driven by a growing middle class, increased air connectivity across the region, and strategic investments by tourism authorities to stimulate year-round tourism.

Affluent Travelers in Asia Drive Luxury Spending Abroad

One of the standout trends in the report is the behavior of high-spending travelers in Asia. Wealthy tourists from the APAC region are now twice as likely to purchase luxury items during their trips compared to their counterparts in EMEA and the Americas.

The report highlights a dramatic increase in luxury retail purchases, particularly in beauty and personal care categories. Sales of makeup and fragrances among APAC travelers rose by 102% and 113% respectively, underscoring a preference for high-end, experiential travel that blends leisure with lifestyle indulgence.

This trend is reshaping the retail strategies of global brands and airport duty-free operators, who are now increasingly tailoring offerings to the preferences of APAC consumers—especially those from China, South Korea, and Southeast Asia.

Culinary Exploration Now a Top Travel Driver in Asia-Pacific

Food continues to play a central role in APAC’s tourism appeal. A full 60% of international travelers from the region now cite food and culinary experiences as a primary reason for choosing a destination.

From street food tours in Bangkok to Michelin-starred restaurants in Tokyo and night markets in Taipei, food tourism is no longer an afterthought but a major decision-making factor in itinerary planning. Tourism boards across APAC are capitalizing on this by promoting local cuisine through digital campaigns, food festivals, and curated gastronomic trails.

This focus not only strengthens cultural tourism but also promotes sustainability by encouraging travelers to explore smaller towns, rural culinary experiences, and locally-sourced ingredients.

AI Emerges as Key Tool for Travel Discovery and Personalization

Artificial intelligence is playing a growing role in how APAC travelers plan and experience trips. Criteo’s report found a marked uptick in the use of AI-powered tools to generate personalized recommendations for tours, restaurants, and local excursions.

From itinerary planning apps that suggest real-time activities to machine learning models that predict interest-based travel content, APAC tourists are embracing digital innovation. Younger travelers, in particular, are relying on AI-driven services for spontaneous travel, experience discovery, and budget management.

This tech-forward shift is shaping the strategies of travel platforms, prompting investment in more intuitive and predictive search functionalities designed for mobile-first consumers in Asia.

Budget-Conscious Travel Meets High Value Expectations

Although travelers worldwide are increasingly aware of inflation, climate-related risks, and political uncertainty, the Asia-Pacific market has demonstrated a particularly strong ability to adapt. Rather than canceling trips, many travelers in the region are adjusting budgets, tweaking itineraries, or shortening stays while still prioritizing travel as a core lifestyle pursuit.

Flexible travel has emerged as a defining trend—reflected in the popularity of short-haul weekend getaways, dynamic pricing platforms, and alternative accommodations such as boutique hotels and serviced apartments.

This adaptive behavior highlights a critical insight: travel in 2025 is no longer about volume alone, but about quality, customization, and the ability to experience more with less. APAC’s lead in this space positions it as a model for how tourism can thrive under constrained global conditions.

Insights from a Global Commerce and Travel Ecosystem

Criteo’s findings draw from one of the largest commerce datasets in the world, incorporating analytics from hundreds of travel websites, airline portals, hotel booking engines, and retail platforms. The report also integrates feedback from over 7,500 consumers worldwide, adding a qualitative layer to the quantitative metrics.

Together, the insights paint a detailed picture of evolving traveler behavior in 2025. APAC stands out as not just a beneficiary of rebound trends, but as a dynamic innovator shaping the future of global tourism.

A Regional Snapshot of APAC’s Rising Stars

• China: Domestic travel remains the powerhouse, supported by strong high-speed rail infrastructure and recovery in outbound tourism.
• India: Growing middle-class spending and digital-first travel planning apps are driving a surge in both domestic and outbound travel.
• Japan: A weak yen is attracting tourists, especially from Southeast Asia and North America, boosting retail and hospitality earnings.
• Australia: Strong demand from Southeast Asia and reopening of long-haul routes have contributed to hotel and resort rebounds.
• Southeast Asia: Destinations like Thailand, Vietnam, and Indonesia continue to benefit from value-driven travelers seeking adventure, culture, and cuisine.

APAC Defines the New Global Standard for Tourism Growth

The Asia-Pacific region is setting a new benchmark in the global travel economy, propelled by a combination of strong hotel booking values, growing demand for high-end experiences, and digital travel planning. With a 23% increase in hotel booking values and notable gains across air travel, retail tourism, and culinary exploration, APAC is not just recovering—it is rewriting the rules of post-pandemic travel.

Asia-Pacific’s travel industry is leading global growth in 2025, driven by a 23% surge in hotel bookings and a sharp rise in luxury spending. Strong off-season demand, booming air travel, and high-value tourism have positioned the region as the world’s fastest-growing travel market.

As the world’s most dynamic and resilient travel region in 2025, Asia-Pacific offers a blueprint for sustainable growth centered around adaptability, innovation, and cultural richness. Whether through AI-enhanced itineraries, food-driven exploration, or flexible spending habits, APAC’s travel surge is a sign of things to come in the next evolution of global tourism.