SINGAPORE, 20 April 2026: Digital travel platform Agoda’s latest data unveils which Asian travellers have shopping top-of-mind when planning trips.
Topping the ranking are travellers from Taiwan and South Korea, with nearly one in four (23%) respondents from each market saying shopping motivated their trips.
Travellers from the Philippines (22%), Malaysia (20%) and Japan (15%) round out the top five, with Thailand (14%), Indonesia (12%), India (8%) and Vietnam (7%) completing the ranking.
The findings come from a survey of Asian travellers as part of Agoda’s 2026 Travel Outlook Report, which highlights the prominence of shopping as a travel motivator.
The data reveals that retail experiences remain a major draw across Asia, with options ranging from luxury malls and designer districts to night markets and local artisan hubs.
For many travellers, shopping is not just transactional but experiential, offering a way to discover local culture, secure unique souvenirs, and enjoy curated retail environments that are destinations in their own right.
Agoda’s findings also reflect evolving consumer behaviours in which travellers combine leisure and retail by planning trips around seasonal sales, pop-up events, and speciality shopping districts.
The trend suggests a stronger culture of travel-led retail, whether for fashion, electronics, beauty, or local crafts. The result is a travel ecosystem that turns shopping into a core part of the itinerary and drives demand for conveniently located accommodations, curated experiences and retail-focused activities.
Agoda Vice President Jun Dong commented: “Shopping remains a powerful reason to travel across Asia, and our data shows just how varied retail motivations can be by market.
Interestingly, Taiwanese and South Korean travellers prioritise shopping as a key motivator when planning trips, highlighting their enthusiasm for exploring diverse retail landscapes and seeking unique shopping experiences.
At Agoda, we ensure travellers can easily find accommodations that place them right at the heart of the shopping experiences they value most.”
(Source: Agoda)
