Australia Joins Malaysia, Japan, UAE, and India in the Epic Battle for Ultra-Luxury Travel, Why the World’s Wealthiest Tourists Flock to These High-End Hotspots

Published on November 14, 2025

Australia Joins Malaysia, Japan, UAE, and India in the Epic Battle for Ultra-Luxury Travel: Why the World’s Wealthiest Tourists Flock to These High-End Hotspots. The global travel industry is undergoing a remarkable transformation, and Australia, Malaysia, Japan, the UAE, and India are leading the charge in capturing the attention of the world’s wealthiest tourists. These countries have entered an epic battle for ultra-luxury travel, each striving to secure a larger share of the booming high-end tourism market. As the demand for exclusive, bespoke travel experiences continues to grow, these destinations are becoming the go-to hotspots for ultra-luxury and high-end travellers who seek nothing but the best.

The appeal of these destinations is undeniable. Australia has long been known for its vast landscapes and natural beauty, but it’s its increasing focus on luxury resorts, fine dining, and tailored experiences that are now drawing affluent visitors. From the Great Barrier Reef to its iconic wine regions, Australia offers a range of exclusive experiences that make it a prime contender in the ultra-luxury travel sector.

On the other side of the globe, Malaysia has rapidly gained recognition as a rising luxury destination. Known for its modern infrastructure and rich cultural heritage, Malaysia is tapping into the high-end travel market with an emphasis on luxury shopping, world-class hotels, and unique experiences like medical tourism. With tourists flocking from regions like China, Singapore, and India, Malaysia is proving that it has what it takes to compete with the most established luxury destinations.

Japan, another key player in this epic battle for ultra-luxury travel, has seen a significant rise in demand from wealthy tourists. With its seamless blend of tradition and innovation, Japan is offering an array of high-end experiences, from exclusive ryokans and Michelin-starred restaurants to private cultural tours. The country’s commitment to offering unparalleled luxury is clearly paying off, with visitors from Australia, China, and other affluent markets flocking to its shores in search of premium experiences.

Then there’s the United Arab Emirates (UAE), home to Dubai, a city synonymous with luxury. As the UAE continues to develop as a global hub for ultra-high-net-worth individuals, its appeal as a destination for ultra-luxury travel has skyrocketed. With extravagant shopping malls, stunning resorts, and once-in-a-lifetime experiences, the UAE offers an irresistible blend of wealth, opulence, and luxury that attracts tourists from around the world, including markets like Russia, India, and the UK.

Finally, India, traditionally known as a source of outbound travellers, is now firmly positioning itself as a luxury destination for inbound tourists. The country’s rich history, combined with its growing number of five-star resorts and luxury tour offerings, is attracting the world’s wealthiest tourists, particularly those from Bangladesh and the USA. India is emerging as a destination where both cultural authenticity and luxury go hand in hand, appealing to those seeking both high-end experiences and unique, bespoke travel.

In this epic battle for ultra-luxury travel, Australia, Malaysia, Japan, the UAE, and India are at the forefront, drawing the world’s wealthiest tourists who are eager to experience unparalleled luxury and exclusivity. As these countries continue to develop their luxury offerings, they are redefining what it means to travel in style, attracting those who are willing to spend big for the best experiences money can buy.

United Arab Emirates: A Luxury Destination in the Middle East

Rising Spending in the UAE’s Tourism Sector

The United Arab Emirates (UAE), particularly Dubai, has long been known as a hub for luxury tourism. Recent government reports indicate that international tourist spending in the UAE surged to AED 117.6 billion in 2022. By 2024, this figure is expected to rise dramatically, with tourism and travel contributing AED 257.3 billion to the economy, which accounts for roughly 13% of the country’s GDP. International visitor spending is anticipated to reach AED 217.3 billion, a 30% increase compared to 2019 levels, signalling not just a rise in visitor numbers but also a significant rise in the spending per tourist.

These statistics clearly point to the growing affluence of visitors to the UAE. As a destination known for its luxury resorts, high-end shopping malls, and world-class events, the UAE is capitalising on this affluent tourist segment. In 2024, the UAE recorded an influx of visitors from key markets like India, Russia, the United Kingdom, China, and Saudi Arabia, with India alone accounting for 14% of the inbound visitors. The Gulf Cooperation Council (GCC) countries, along with high-spending nations in Europe and Asia, have proven to be essential contributors to this growth.

Source Markets: Who is Contributing to the Premium Surge?

The UAE’s tourism growth is being heavily driven by high-income markets such as India, China, and the United Kingdom. These countries are home to affluent travellers who seek luxury and bespoke travel experiences, making them key contributors to the growing tourism spend. The influx of high-spending tourists from these markets is also bolstered by the UAE’s strategic marketing campaigns, which focus on attracting luxury travellers looking for unique experiences, shopping, and indulgence.

The fact that the UAE has been able to attract these high-net-worth individuals and cater to their desires demonstrates the region’s strength in the premium tourism sector. This continued rise in spending signals that premium tourism is no longer just about a growing number of visitors; it’s about how much each visitor is willing to spend.

Australia: Rising Value Per Visitor in Oceania

A Surge in Visitor Spend and Premium Tourism

Australia has also witnessed significant growth in its premium tourism market. In the year ending June 2025, total international visitor spend reached a remarkable A$55.4 billion, marking a 16% increase from the previous year. Australia’s tourism spending has shown consistent growth, with spend increasing by 22% compared to June 2019 levels, even as the number of trips lagged behind pre-pandemic numbers. This discrepancy suggests that although visitor numbers have not yet fully recovered, those who are visiting are spending considerably more.

Government strategies are also emphasising attracting high-value visitors, particularly from India. Australia’s “India Economic Strategy to 2035” outlines the importance of engaging with high-value travellers from this rapidly growing market. With India becoming an increasingly significant contributor to Australia’s premium tourism sector, the country’s tourism authorities are focusing efforts on tailoring their offerings to attract this lucrative demographic.

Key Source Markets Driving the Premium Boom

Australia’s premium tourism surge is being driven by visitors from markets like China, the United States, the United Kingdom, and India. In particular, China remains one of the largest spenders, with A$8.1 billion spent by Chinese tourists in 2024. Australia’s focus on these high-income nations is pivotal to its tourism recovery and growth.

Australia’s luxurious offerings, from bespoke tours and world-class resorts to exclusive shopping experiences, cater to the increasing demand for premium tourism. This push for higher-value tourists is helping Australia capitalise on its natural beauty and modern attractions, positioning it as a leading destination for affluent travellers.

Malaysia: A Hub for High-Spending Tourists in Southeast Asia

Growth in Expenditure from International Visitors

Malaysia has seen a remarkable rise in international visitor spending, with foreign expenditure reaching RM 106.8 billion in 2024, marking a staggering 43.7% increase from the previous year. This surge is indicative of a significant shift in the type of tourists the country is attracting. Particularly, high-value tourism is seeing a sharp rise, with shopping and medical tourism contributing heavily to the increase in spending.

Visitors spent RM 27.8 billion on shopping alone in 2024, accounting for about 33% of total visitor expenditure. Malaysia has also become a major player in medical tourism, with foreign patients spending around US$1.92 billion on medical services. This indicates that Malaysia is increasingly becoming a preferred destination for high-net-worth individuals seeking both leisure and medical treatments, adding to its appeal as a luxury tourism destination.

Source Markets Driving Malaysia’s Premium Growth

The country’s premium tourism boom is largely driven by China, India, and Singapore, which are consistently among the top source markets for international visitors. In 2024, Malaysia saw significant growth in arrivals from China and India, both of which are becoming key markets for high-value tourists. As disposable incomes rise in these regions, more travellers are seeking premium experiences abroad, and Malaysia is well-positioned to offer them.

The growing importance of shopping and medical tourism highlights the country’s ability to attract affluent tourists seeking high-end products and services. Whether it’s luxury goods or medical treatments, Malaysia’s rise as a premium destination reflects a broader trend of Southeast Asia emerging as a hotspot for affluent travellers.

India: A Growing Market for Premium Tourism in South Asia

Rising Foreign Exchange Earnings

India, traditionally known for its outbound tourism, is now also experiencing a rise in inbound tourism, with a significant increase in foreign exchange earnings. In 2023, foreign tourist arrivals surged to 9.24 million, a growth of 43.5% compared to the previous year. Foreign exchange earnings from inbound tourism reached Rs 2.3 lakh crore (~US$27 billion), a clear indicator of increased spending by foreign visitors.

While the definition of “premium tourism” in India is not explicitly provided in the available data, the rapid growth in foreign arrivals and spending suggests that India is attracting more affluent travellers. The Indian government has also acknowledged the growing importance of high-value tourism and has laid out plans to further develop this segment in the coming years.

Source Markets for India’s Inbound Growth

India’s key source markets for inbound tourism include neighbouring countries like Bangladesh and larger markets like the United States. These regions contribute significantly to India’s inbound tourism revenue, especially as more affluent individuals seek culturally rich, high-end experiences in India.

India’s rich cultural heritage, alongside luxury accommodations and bespoke travel packages, is increasingly attracting wealthy tourists from around the globe. This growing focus on high-value tourism shows that India is on track to become a premier destination for affluent travellers seeking an authentic yet luxurious travel experience.

Japan: A Premium Destination for East Asian Tourism

Significant Increase in Visitor Spending

Japan has seen a striking increase in inbound visitor spending, with spending in 2024 rising by 53% to reach 8.1 trillion yen (~US$56 billion). This jump in spending points to a growing influx of high-spending visitors, many of whom are attracted to Japan’s luxury offerings, from fine dining and high-end shopping to bespoke cultural experiences. Japan’s focus on high-end tourism is evident in its tourism strategy, which positions the country as a luxury destination for travellers seeking sophisticated and exclusive experiences.

Source Markets Fueling Japan’s Premium Tourism

Japan’s premium tourism growth is being driven by visitors from Australia and China, both of which are crucial to the country’s recovery in the tourism sector post-pandemic. The demand from affluent travellers in these countries has led Japan to position itself as a luxury destination, with offerings tailored to high-net-worth individuals.

Japan’s emphasis on luxury tourism, along with its renowned hospitality and rich cultural experiences, makes it a natural fit for those seeking high-end travel experiences. The significant rise in spending from these affluent visitors is a clear sign that Japan is tapping into the lucrative premium tourism market.

Rising Premium/High-Value Tourism in Key Countries

Brief Explanation:

The Summary Table above highlights the continued rise of premium tourism across five key countries: United Arab Emirates, Australia, Malaysia, India, and Japan.

• United Arab Emirates (UAE) has seen substantial growth in international visitor spending, primarily driven by high-net-worth individuals from markets like India, the UK, Russia, China, and the Gulf region. This growth is particularly visible in the luxury accommodation, shopping, and events sectors.
• Australia has also reported increased inbound spend, thanks to targeted efforts to attract high-value visitors. Key markets include China, the USA, the UK, and India, reflecting Australia’s role as a preferred destination for affluent travellers seeking exclusive experiences.
• Malaysia has experienced a strong uptick in tourism spending, especially from shopping and medical tourism. Visitors from Singapore, Indonesia, China, and India are driving this demand, showing Malaysia’s potential as a luxury tourism hotspot.
• India, traditionally a source of outbound tourists, has experienced rapid growth in foreign arrivals, alongside a boost in foreign exchange earnings. While the breakdown of premium tourism spend is less clear, the increase in both arrivals and spending indicates growing appeal to affluent visitors, particularly from Bangladesh and the USA.
• Japan stands out with a remarkable 53% increase in inbound visitor spending, largely driven by tourists from Australia and China. Japan’s emphasis on luxury travel offerings is attracting high-spending visitors, confirming its place as a major destination for premium tourism.

This detailed breakdown illustrates the increasing global shift towards premium tourism, where higher-value visitors from key source markets are reshaping the tourism landscape across these diverse regions. By focusing on these high-income travellers, each of these countries is solidifying its status as a top destination for luxury tourism, further driving economic growth in the travel sector.

In conclusion, the rise of premium tourism in countries such as the United Arab Emirates, Australia, Malaysia, India, and Japan highlights a clear shift in the global travel landscape. These countries have seen a significant increase in the number of affluent visitors, with high-net-worth individuals spending more than ever before. This surge is not only due to an increase in the number of visitors but also a direct result of rising expenditures per tourist. As these nations continue to cater to the desires of affluent travellers, their economies benefit from a growing share of premium tourism spend.

The United Arab Emirates, known for its luxurious accommodations, shopping experiences, and world-class events, has capitalised on the rising demand for high-end tourism. As international visitor spending in the UAE grows, countries like India, China, and the United Kingdom remain essential source markets. This trend demonstrates that the UAE’s focus on attracting premium tourism has been successful, with increasing amounts being spent by visitors seeking luxury experiences.

Similarly, Australia has positioned itself as a prime destination for premium tourism. With increasing spend per visitor, especially from markets like China and the United States, Australia is attracting tourists who are willing to pay for bespoke experiences. The government’s focus on high-value travellers has also led to a rise in the overall spend, showing that luxury tourism is on the rise in this region.

In Malaysia, the boom in shopping and medical tourism also reflects the rising premium tourism sector. Affluent visitors from neighbouring China and India have contributed significantly to the country’s tourism economy, demonstrating that high-value travellers are increasingly attracted to Malaysia’s offerings. The country’s growing reputation as a luxury destination for medical and leisure tourism adds another layer to its appeal.

India itself has also become a crucial player in the premium tourism market. As more affluent visitors choose India for its cultural heritage and luxury services, the rise in premium tourism is evident. Similarly, Japan has embraced luxury tourism, drawing visitors from countries like Australia and China. The significant increase in spending by high-net-worth individuals proves that Japan has firmly established itself as a luxury destination in East Asia.

Overall, the rise of premium tourism across these regions points to a global shift in travel patterns. As high-net-worth individuals seek exclusive experiences, these destinations are perfectly positioned to cater to their needs. With this growing trend, the future of premium tourism looks bright, promising continued growth and prosperity for these nations.