2026 Portrait of Asia-Pacific International Travelers™

Unlock a comprehensive, data‑driven understanding of one of the world’s fastest‑growing travel regions with MMGY Travel Intelligence’s 2026 Portrait of Asia‑Pacific International Travelers™. This industry‑leading study delivers a detailed analysis of international travel behaviour across five major APAC markets — Australia, China, India, Japan and South Korea — offering essential insights for destinations, airlines, hotels, travel brands, and businesses seeking to attract APAC travelers in 2026 and beyond.

Based on 4,020 qualified international leisure travelers, surveyed in October 2025, this report provides one of the most robust and up‑to‑date examinations of APAC travel demand. It covers a full spectrum of behaviours including travel motivators, digital planning habits, booking patterns, spending trends, sustainability attitudes, destination preferences, and business‑leisure extension patterns.

Why This Report Matters in 2026

Asia‑Pacific is home to the world’s most dynamic travel markets. The report identifies a clear divide between high‑growth markets (China, India)—characterised by higher trip volumes, premium cabin usage, luxury shopping, and a “maximizer mindset”—and mature markets (Australia, Japan, South Korea), where travellers prioritise value, safety, and ease of travel. Understanding these contrasts is critical for designing targeted marketing, product development, and distribution strategies.

Key Topics and Insights Included

1. Market Outlook & Spending Patterns

Explore country‑level forecasts for expected trip volumes, travel expenditure, seasonal patterns, and demographic segments. Understand which markets plan the most trips, spend the most on international travel, and show the strongest growth potential for high‑value tourism.

2. Digital Planning & Social Media Behaviour

Gain in‑depth insight into the platforms that influence APAC travel planning, including the dominance of YouTube in India, Japan and Korea, and the “walled garden” planning ecosystem in China (WeChat, Douyin, RED). Learn how AI is reshaping itinerary planning, especially among Chinese travellers.

3. Travel Motivators & Experience Preferences

Discover what inspires APAC consumers to travel in 2026 — from culinary tourism and adventure travel in high‑growth markets, to rest, nature, and unplugging in mature markets. Insights include generation‑by‑generation preferences from Gen Z to Boomers.

4. Destination Interest & Emerging Hotspots

Understand which global regions APAC travellers intend to visit over the next three years. Europe is the top region overall, while Japan remains the most popular intra‑Asia destination. This section includes detailed destination rankings across Asia, Europe, the South Pacific, USA, Latin America, and Canada.

5. Sustainability Attitudes & Behaviours

Evaluate the sustainability familiarity gap across APAC, from India’s highly engaged travellers to Japan’s pragmatic and value‑driven approach. Learn which eco‑friendly behaviours travellers already adopt — including dining locally, avoiding peak times, and reducing single‑use plastics.

6. Accommodation, Airline & Logistics Insights

Analyse preferences for accommodation types, hotel brands, booking platforms, airline selection criteria, cabin class usage, and pre‑departure booking timelines. Identify which markets prioritise safety, price, direct flights, amenities, or loyalty programmes.

7. Business Travel & Bleisure Extension Trends

Understand the motivations behind APAC business travel and the growing importance of leisure extensions — particularly prevalent among Indian and Chinese business travellers.

Who Should Purchase This Report

This study is essential for:
• Destination marketing organisations (DMOs)
• Airlines, hotel groups, and travel operators
• Retail, luxury, and hospitality brands targeting APAC visitors
• Travel marketers and digital agencies
• Investment analysts, strategists, and consultants
• Anyone needing robust APAC travel consumer insights for 2026–2027

Why This Report Drives Results

With its country‑level depth, demographic segmentation, and actionable strategic recommendations, the 2026 Portrait of Asia‑Pacific International Travelers™ provides a clear roadmap for identifying growth opportunities, tailoring marketing to each APAC market, and building products that resonate with the region’s diverse travelers.