Singapore, Indonesia, Malaysia, Thailand, Japan, India Embrace Affordable, Authentic Travel with Agoda’s Guide to Secondary Destinations in 2026

Published on December 8, 2025

Asia is undergoing a travel revolution, with secondary destinations quickly emerging as the new hot spots for tourists in 2026. Agoda’s latest Travel Outlook Report sheds light on the key trends set to shape the travel landscape in the Asia-Pacific region over the coming year. Rising interest in secondary cities, driven by expanding infrastructure, affordable travel options, and a growing desire for authentic experiences, is creating new opportunities for tourism providers. This shift presents significant prospects for destinations looking to capitalize on these emerging markets.

With travelers increasingly seeking value, Agoda’s data reveals that secondary destinations across Asia have seen 15% faster growth in accommodation searches than traditional tourist hubs in the last two years. This surge reflects a shift in preference towards more authentic, affordable, and less commercialized locations, offering visitors a more personalized travel experience. In the first half of 2025, secondary destinations accounted for 34% of all accommodation searches on Agoda, showcasing the strong demand for value-for-money travel.

The Rising Popularity of Secondary Destinations in Asia

Secondary cities across Asia are now firmly on the map as tourist destinations. Once considered hidden gems, these cities are rapidly becoming engines of travel growth. Travelers are increasingly attracted to places where they can explore authentic local culture, enjoy lower costs, and engage in outdoor activities. Agoda’s insights point to a significant transformation in how people perceive travel, with secondary destinations now offering experiences that were once reserved for major cities.

• 15% Faster Growth: Accommodation searches in secondary cities are growing at a rate 15% faster than traditional tourism hubs.
• 34% of All Accommodation Searches: Secondary destinations accounted for 34% of Agoda’s total accommodation searches in the first half of 2025.
• Affordable Travel: 43% of travelers cited lower costs as their main motivation for exploring secondary destinations.

Authenticity and Value Drive the Shift in Travel Preferences

The desire for authenticity is driving travelers away from the usual tourist hotspots and towards lesser-known cities with unique local culture, special promotions, and outdoor activities. Agoda’s research shows that the growing appeal of these destinations is not just about affordability; it’s about the desire for experiences that feel more personal and immersive.

Travelers are searching for experiences that allow them to connect with the local culture in a deeper way, whether through exploring local neighborhoods, discovering hidden gems, or indulging in culinary experiences. This demand is pushing local governments and destination marketing organizations (DMOs) to focus on secondary destinations and create campaigns that showcase these places in a new light.

Government Initiatives and Infrastructure Expansion

Several countries, including Thailand, Indonesia, Malaysia, Japan, and India, are actively investing in infrastructure improvements to make these emerging destinations more accessible to travelers. Government-led initiatives to expand access, streamline visa processes, and improve transport networks are making it easier than ever for tourists to explore secondary cities.

• 91% of Indian Travelers: The sentiment of ease of access is particularly strong in countries like India, where 91% of travelers prioritize the convenience of getting to new destinations.
• Active Campaigns: Governments are launching targeted marketing campaigns that highlight hidden gems, while infrastructure improvements continue to grow in secondary cities.

These efforts are being amplified by Agoda’s partnerships with local DMOs, which leverage Agoda’s data-driven insights to tailor marketing campaigns that increase visibility for rural and lesser-known properties. This is enabling more local businesses to tap into the growing interest in authentic, immersive travel experiences.

Expanding Accommodation Options: Meeting the Demand for Diverse Stays

The rise in demand for secondary destinations is also pushing the hospitality industry to diversify its offerings. Travelers are increasingly seeking unique accommodation options that offer a more authentic experience compared to traditional hotels. Villas, boutique guesthouses, and apartments are seeing steady year-on-year growth in bookings on Agoda.

• Non-Hotel Accommodations: The availability of non-hotel accommodations on Agoda has increased significantly from 2022 to 2025, meeting the demand for more personalized stays.
• Empowering Local Hosts: Local property owners now have the opportunity to enter the digital economy through platforms like Agoda, offering authentic stays that align with traveler motivations.

This growing supply of accommodation options is empowering local property owners to reach a global audience and increase their visibility. At the same time, travelers benefit from a wider range of choices that allow them to immerse themselves in the local culture.

Key Trends for the Travel Industry in 2026

Agoda’s 2026 Travel Outlook Report highlights several emerging trends that industry partners should pay attention to in order to capture the growing demand for secondary destinations:

1. Enhance Digital Visibility: Hotels, local accommodations, and experience providers should update their listings, engage with guest reviews, and use rich content to increase their visibility online.
2. Targeted Marketing Campaigns: Leverage Agoda’s data insights to design targeted campaigns that highlight local experiences and boost the appeal of secondary destinations.
3. Cultural, Culinary, and Outdoor Experiences: Expand offerings to include authentic cultural experiences, local culinary tours, and outdoor activities that align with traveler motivations for immersive travel.

Partnering for Growth in 2026 and Beyond

As the tourism industry continues to shift towards secondary destinations, Agoda is at the forefront, providing partners with the tools, insights, and platforms to capture the growing demand. By diversifying accommodation options and promoting authentic travel experiences, Agoda’s partners can capitalize on the increasing desire for immersive, value-driven travel that travelers are seeking in 2026 and beyond.

By embracing these emerging trends and working with Agoda, tourism providers can diversify revenue streams, strengthen resilience, and offer travelers high-value experiences that meet the evolving expectations of the modern traveler.