The annual travel trends report launched alongside a list of next year’s best-value destinations and key shifts expected in the travel industry.

In a fragmented and often overstimulating world, travellers increasingly seek value not just in what they spend, but in what they gain. Whether that means unplugging completely, journeying for an exclusive purchase, maintaining a workout routine on the road, or chasing a favourite sound across borders, getaways now mirror how we choose to live.

And despite broader consumer spending slowing and global economic tides shifting, travel demand remains positive – with 89% of Singapore travellers planning to travel as much, if not more, in 2027. Instead of sacrificing trips, holidaymakers are adapting by prioritising what matters most to them, including finding authentic local experiences (37%), seeking convenience and familiarity (37%), and keeping costs low (36%). 

Cost remains the bottom line for those aged 17 choosing their next travel destination – the most important deciding factors are accommodation budgets (51%) and airfares (51%).

In an uncertain world where travel remains fluid and malleable due to world events, travellers are being more cautious by allocating more budget to travel insurance (32%), protecting themselves from unforeseen circumstances that may affect their travel plans. 

Seven trends shaping travel in 2027

1. Signal severance: 80% of Singapore travellers are somewhat able to disconnect during their travels to different extents. Driven by digital fatigue, constant connectivity, and Singapore’s fast-paced work culture, travellers are logging off during their holidays to be more attuned to themselves. As more people want to unplug, trending digital detox spots like Yining, China (+193% Year-on-Year) and Kilimanjaro, Tanzania (+84% Year-on-Year) are seeing rising demand. 

2. Pilgra-merch: The best keepsakes are the ones you must travel to secure. Travel Trends 2027 research found that Singapore travellers are building itineraries inspired by distinctive regional apparel, artisanal crafts and location-exclusive items. Over one in two (56%) take a trip specifically for items they can’t buy online.

3. Sound bound: Music has become one of the biggest drivers of global travel, but beyond stadium tours, regional sounds and local culture are driving destination choices. Cultural immersion is a priority, as one in five (18%) state cultural immersion to be the most important factor when planning a music-related trip. Traditional concert venues and carnival experiences also rank highly for both Gen Z (41% and 37%) and Millennials (31% and 34%).

4. Currency chasers: Savvy spenders can make their money go further in 2027 by actively matching destinations to take advantage of positive foreign exchange rates. Nearly half (44%) of travellers, including 55% of Gen Z and 49% of Millennials, have switched destinations to take advantage of better exchange rates, directly influencing destination choices.

5. Multi-mooning: Having just one honeymoon is no longer the trend for young couples in Singapore. Couples are spreading romance across a series of meaningful escapes, from mini-moons just after the wedding to dream trips years later. 31% of travellers (rising to 45% of Gen Zs) now opt for multiple “mini-moons” to celebrate their wedding rather than a single traditional honeymoon. Popular multi-moon destinations include Udaipur, India and ⁠⁠Qingdao, China, which have seen 119% and 105% Year-on-Year growth in searches, respectively.

6. Grand odysseys: In a fast-paced world, the world’s oldest stories inspire us to travel and be closer to ancient heroes, mythology and cultures. Films like The Odyssey have inspired 38% of travellers to plan a trip, while half (54%) were inspired by architectural wonders (e.g. Pompeii, the Parthenon, and the Colosseum).

7. Gym-cation: Health and fitness travel is inspiring people to seek out destinations where staying active and prioritising protein-rich healthy choices is as easy as sightseeing. Over two-thirds of Gen Z (78%) are more likely to book a hotel which serves a nutritious breakfast, and 32% of Gen Z travellers prefer hotels with gyms and are willing to choose one hotel over another if the fitness offering is better. Bangkok, Mumbai, New York, Phuket, and Seoul top the list of destinations for global travellers using Skyscanner’s hotel gym filter. 

Trending and best value destinations

Skyscanner’s experts highlighted 10 destinations seeing the biggest year-on-year search surges to help travellers experience the buzz while they’re still largely undiscovered. Belitung in Indonesia has come out on top, with a massive 388% increase Year-on-Year as adventurous travellers look past traditional capitals for untouched sandy beaches. 

For travellers looking to stretch their holiday budget further in 2027, Skyscanner’s experts have tracked the top destinations where airfares have fallen the most year-on-year, coupled with competitive accommodation pricing. Chicago, US, claims the top spot for value, leading the list with a massive 47% price drop, offering an affordable gateway to neighbourhood jazz clubs and world-renowned festivals. 

Horizons: The future of travel

Travel Trends 2027 research suggests that rising costs aren’t stopping travellers from getting away, but they are making for smarter planners and spenders. Instead of cutting back on the number of getaways, travellers are focusing their budgets on where it matters most, which for Singapore travellers means seeking authentic local experiences (37%).

For trip inspiration, human connection still beats bots. YouTube, Instagram and TikTok lead as the top sources of holiday ideas (58%, 48% and 39%), comfortably beating out AI chatbots and tools (19%). This is stronger for Gen Z, as they tend to trust recommendations from their friends (58%) and family (57%) the most. 

To read more about the Travel Trends 2027, check: Skyscanner Singapore’s Travel Trends 2026.  

(Source: Skyscanner)

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The research reveals growing interest in practical uses such as everyday spending, travel, and cross-border money movement, while limited understanding and trust concerns remain barriers to wider use.

As stablecoins move beyond their crypto-native roots, consumers are beginning to view them less as a crypto-trading instrument and more as a potential tool for everyday spending, travel and cross-border transfers. 

Yet misconceptions remain widespread, with close to half believing stablecoins can only be used to buy or sell other cryptocurrencies. Turning this interest into everyday utility will depend on making stablecoins easier to understand and use through trusted, familiar and regulated payment experiences.

“We’re seeing a meaningful shift in how consumers across Asia Pacific think about stablecoins,” said Visa Head of Digital Currencies, Asia Pacific Nischint Sanghavi. “Consumers are beginning to see how stablecoins could support the ways they already spend and move money, particularly through online purchases, travel and cross-border transfers. The opportunity now is to turn that interest into trusted and familiar payment experiences that work at scale.”

Rising interest in stablecoin use

Across Asia Pacific, 46% of consumers say they are likely to use stablecoins within the next five years, compared with 16% who have used them in the past 12 months. Interest extends to everyday online purchases, travel spending and overseas shopping, pointing to potential use beyond investment or crypto trading. Cross-border money movement is another area of potential, with 49% believing stablecoins could become a common way to move money across borders within five years.

This points to possible relevance for remittances, international transfers and other payment needs. Yet understanding has not caught up with these emerging use cases: 49% of consumers who are aware of stablecoins still believe they can only be used to buy and sell other cryptocurrencies.

Market-level findings show where stablecoin awareness and intent are strongest across Asia Pacific. Hong Kong (84%), India (80%) and Thailand (77%) recorded the highest awareness, while Vietnam (67%) and India (67%) showed the strongest intent to use stablecoins within the next five years. These findings highlight the importance of making stablecoins available through secure payment experiences consumers already recognise and trust. Visa is already working with banks, regulated financial institutions and payment partners to connect stablecoin capabilities with familiar ways to pay and move money.

Trust and understanding remain barriers

Stablecoins have entered mainstream awareness across Asia Pacific, with 66% of consumers aware of them. Yet only 6% accurately understand how stablecoins work, while misconceptions remain, with 41% believing stablecoins always increase in value.

Trust is also holding consumers back. Among those aware of stablecoins but who have never used them, 38% cite concerns about fraud or scams, while 36% point to a lack of understanding. Consumers show the strongest preference for regulated institutions, with government or central bank-linked entities (27%) and banks or regulated financial institutions (26%) ranking as the most trusted providers.

Visa is working with banks, regulated financial institutions, and payment partners to bring greater security, compliance, and usability to stablecoin-enabled experiences, including through the Visa Stablecoin Platform, which helps clients mint, move, and manage stablecoins.

About Visa Consumer 360 study
Visa commissioned the Consumer 360 study in 2026, with fieldwork conducted between June and July 2026. The study surveyed 14,250 consumers aged 18 to 65 across 14 Asia Pacific markets — Mainland China, Taiwan, Hong Kong, Japan, Korea, Singapore, Malaysia, Thailand, Indonesia, the Philippines, Vietnam, India, Australia and New Zealand.

(Source: Visa)

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The review finds Japan’s leading ski resort entering a period of rapid supply growth, with its investment case increasingly tied to trading beyond winter.

“Niseko has built one of Asia’s strongest winter markets, but 792 new hotel keys can’t be filled in four months,” said C9 Hotelworks Managing Director Bill Barnett. “Our review shows demand deepening through longer stays and new North American access. The next chapter of Niseko’s story will be written in the shoulder seasons.”

Winter visitor arrivals across Kutchan, Niseko and Rankoshi rose 8.4% to 2.14 million between November 2025 and March 2026. Stays lengthened, with 24.5% of international overnight guests staying eight nights or more, up from 21.7% the previous winter. International guest nights increased 32.9%.

The US is now Niseko’s largest international source market by overnight guests at 40,504, up 15.2%. Access improves in December, when United Airlines from San Francisco and Air Canada from Vancouver each begin three weekly flights to New Chitose Airport.

STR CoStar data for the Niseko market confirms winter remains the engine. February 2026 occupancy reached 84.8%, up 6 percentage points, at an ADR of JPY 156,773 (USD988), while March RevPAR grew 24%. Summer is where the shift is showing. ADR rose 10.6% in June and 15% in July to JPY40,209, and July occupancy improved 4.1 points to 41.1%, lifting RevPAR 27.7%.

“July delivered year-on-year growth in both occupancy and rate, and ADR growth was the strongest of the past twelve months,” said  STR CoStar’s Sales Manager Japan Atsushi Nozao. “The opportunity now sits in April to June, when occupancy remains between 19% and 26%, well below winter levels.”

That gap matters because supply is rising fast. Moxy Niseko Village (310 keys) and Hotel101 Niseko (482 keys) take inventory from 1,727 keys to 2,519 by end-2026, a 46% increase.

Primary residential supply rose 27.6% to approximately 2,500 units, the highest level in the 2018 to 2026 period, with Fairmont, Hoshinoya, The Chedi and Aman in the pipeline through 2030.

The full report is available at: Niseko Tourism & Property Market Review. 

(Source: C9 Hotelworks)

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Airlines are already doing what is expected, explains SITA President Asia Pacific Sumesh Patel. 

According to SITA’s 2025 Air Transport IT Insights report, 63% now use AI in operations control to manage disruption, aircraft assignment, and crew availability. In Asia Pacific, 98% of airlines use AI in some form, the highest adoption of any region in the world. The technology is no longer the problem.

The problem, the same research shows, is that 49% of airlines still name data integration as their biggest barrier to scaling AI further. This pattern shows up across the industry: significant investment in intelligence, and comparatively little in the plumbing that lets that intelligence act. An airline’s AI can predict a delayed connection perfectly and still fail the passenger, not because the prediction was wrong, but because that prediction never reached the other systems that needed to act on it in time.

This is not a technology gap. It is a coordination gap, and closing it matters more than any single new tool the industry adopts this year.

This already works. It just isn’t connected.

None of this is hypothetical. When a flight is delayed, and a connection is at risk, AI can already flag the issue, reroute the bag, alert ground staff, and update the passenger before the disruption cascades. When a security lane gets congested, AI can automatically open a new one. When a passenger with reduced mobility arrives at the gate, AI can dispatch a wheelchair before anyone has to ask. These are not concepts. They are running today at some of the world’s major airports.

Data is what makes each of them possible. When operational information moves cleanly between airlines, airports, ground handlers, and border agencies, AI can act on it in real time. When it doesn’t, and too often it doesn’t, coordination slows, and the passenger absorbs the delay.

Aviation is growing faster than most people realise, and where that growth is coming from matters. Global passenger demand grew 5.3% in 2025, with Asia Pacific leading all regions at 10.9% international traffic growth. The average traveller is not flying more often than before. The growth is coming from first-time flyers, digital natives who have grown up with ride-hailing apps, instant delivery tracking, and payments that just work, and who have never known anything but connected digital experiences.

SITA’s Passenger IT Insights report, which surveyed more than 7,500 passengers worldwide, captures what this new majority wants: simplicity, trust, and sustainability. Their top ask is shorter wait times. Second is a single ticket covering the entire journey across air, rail, and road. Neither is a request for a new gadget. Both are requests for the systems that already exist to stop working in isolation.

That is not a preference. It is an expectation, and it is the same coordination problem, seen from the passenger’s side of the counter.

One identity, every touchpoint

Biometric identity is where the coordination argument becomes visible to the passenger. A single scan can already replace a document check. The harder problem, and the one that matters, is getting every system along the journey — check-in, bag drop, security, boarding, immigration — to recognise the same passenger without asking them to prove it again at each stop. That is not a technology limitation. Airports and airlines already have the tools. 

Do systems talk to each other?

APAC is leading the way on both fronts. The share of passengers who have never used biometrics dropped from 41% in 2024 to 31% in 2025 in a single year, and 62% would now actively choose a biometric checkpoint over a traditional border counter. Passengers are not just tolerating this technology. They are choosing it, and asking for more of it: 79% are comfortable storing their passport on their phone, and 78% are happy to share their digital identity and biometrics ahead of travel.

The demand is no longer the constraint. The constraint is coordination: 54% of airports globally have live biometric border control today, a figure expected to reach 83% by 2028, and 64% of airlines plan to move to airline-issued digital identity credentials, nearly double the share from a year ago. The direction is set. APAC and the Middle East are setting the pace.

Baggage: The same gap, in numbers

Baggage makes the coordination argument in dollars. According to SITA’s 2026 Baggage IT Insights Report, mishandling rates fell 23% in 2025 to 4.9 bags per 1,000 passengers, dropping below pre-pandemic levels for the first time, even as global passenger volumes hit a record 5 billion. That progress happened because more of the handoffs between airline, ground handler, and airport now share data in real time. Where that handoff still breaks, the cost is steep: the industry absorbs $6.3 billion a year in mishandling, at $260 per bag on average. Airline net profit runs at roughly $8 per passenger, so one mishandled bag can erase the profit from more than 30 seats sold.

Asia Pacific shows what happens when that handoff works. The region already records the lowest mishandling rate globally, at 3.41 bags per 1,000 passengers, and the lowest cost per bag at $210, well below the global average. That advantage is not incidental. It is the dividend of newer airports built with connected systems from the start.

The next gains are coming from linking passenger-facing tools directly into that same data layer. Integrating Apple Find My and Google Find Hub into airline recovery systems cut permanently lost bags by 90% in the first year alone. None of this required new hardware. It required the systems to share what they already knew.

APAC: Highest ambition, widest gap

Asia Pacific is not just growing faster than any other aviation market. It drives more than half of the world’s new passenger traffic, and its passengers already fly more than anyone else, averaging 4.4 flights a year. It also runs the coordination gap this piece describes at its most extreme: the highest AI adoption of any region, and only 21% of airlines share operational data with partners. That gap, real ambition without the connective layer to match it, is the same gap driving everything above. Here, it’s widest.

The physical build-out backing that ambition is real and moving fast: airport-rail links under construction in Kuala Lumpur, Hong Kong, and Seoul, single-ticket air-rail itineraries already live in Korea, and growing integration between aviation and maritime transport across the region. 45% of APAC passengers now book multiple intermodal trips, against 31% in Europe and the Americas.

None of that infrastructure closes the gap on its own. A rail link only helps a passenger if the train actually knows their flight is late and holds the connection for them, and that is a data problem, not a construction one. Close it at the same pace the region is pouring concrete, and APAC does not just keep growing fastest. It becomes the template everyone else copies.

The next leap isn’t a technology. It’s an agreement.

None of this arrives through a single vendor or a single product. It arrives when the industry stops treating passenger data as a competitive asset each company holds alone and starts treating it as shared infrastructure, information that exists for the journey, not for whichever company happens to be holding it.

By 2050, the goal will not be a nicer airport. It will be an airport the passenger barely notices, because the system is navigating them, AI is orchestrating the handovers, and their identity is following them across every mode of transport without being asked to prove it again. Sustainability is not added to that picture afterwards. It is built into every decision along the way.

We already have the technology. We already have the data. We already have passengers asking for exactly this. What is missing is the coordination to bring it together, and for the next billion of them boarding for the first time, that is not aspiration. It is the job in front of us.

(Author: SITA President Asia Pacific Sumesh Patel)

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Developed in collaboration with Zurich Insurance Group, the 10th edition of the Travel & Tourism Development Index (TTDI) 2026, launched 25 September at Beyond Tourism Day, finds that 101 of 110 ranked economies improved their scores between 2024 and 2026, with the average rising 2.1% — the fastest pace since 2019. 

Increased cultural resources, tourism infrastructure and services, and air connectivity and business travel drove gains. Japan leads the Index, followed by the US, Spain, Australia and France.

“The latest Travel & Tourism Development Index shows that the enabling conditions for travel and tourism are at their strongest since the pandemic, with 92% of economies improving since 2024,” said World Economic Forum Head of Experience Economy and Cities Ramya Krishnaswamy. “The next chapter is not simply about attracting more visitors, but it is going to be about creating greater value by investing in people, infrastructure and stronger public-private collaboration so tourism delivers lasting benefits for communities, businesses and destinations.”

The Index also shows that tourism is facing growing challenges. Between 2024 and 2026, travel became less affordable in three out of four economies, while tourism investment failed to keep pace with rising demand and labour shortages threatened further growth. Benefits for local communities also weakened during this period, highlighting that more visitors do not automatically translate into better livelihoods or higher quality jobs, particularly in destinations where tourism is highly seasonal.

Despite these pressures, emerging tourism economies are gaining ground. Since 2019, the largest emerging economies have improved their TTDI scores more than twice as fast as the Top 20, with Asia-Pacific economies accounting for seven of the 10 fastest-improving performers. Albania recorded the largest overall gain between 2024 and 2026.

“Tourism is a major part of the global economy, and the TTDI makes clear that resilience is what keeps that value intact when conditions change,” said  Zurich Insurance Group CEO Global Businesses and Operations Cara Morton. “That kind of resilience requires businesses and governments to take responsibility together.”

Beyond Tourism Day: bringing the ecosystem together

The Index will be launched at the World Economic Forum’s inaugural Beyond Tourism Day in Geneva, convening senior leaders from business, government and civil society under the theme “Resilient Growth. Renewed Impact”. Discussions will focus on strengthening competitiveness and resilience through workforce readiness, technology and innovation, investment and scalable solutions.

Beyond Tourism Day took place two days before World Tourism Day, on 27 September, providing a platform to carry the conversation from Geneva to a broader global discussion on how travel and tourism can strengthen economic resilience, create quality jobs and opportunities, and deliver greater value to communities and destinations.

About the TTDI
Drawing on nearly two decades of WEF benchmarking, the Travel & Tourism Development Index 2026 measures the factors and policies that enable sustainable and resilient travel and tourism development. It does not measure tourism performance directly – such as arrivals, spending, or revenue – but the underlying conditions that enable destinations to attract, support and sustain tourism in ways that benefit economies and societies. The 2026 edition covers 110 economies and is organised around 17 pillars and 102 indicators. Zurich Insurance Group produced it in collaboration with the Beyond Tourism Insights Council.

Read the full report and learn about the initiative.

(Source: World Economic Forum)

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Sightseeing and sunbathing are being swapped for start lines, according to new data from sports travel insurance provider SportsCover Direct, which reveals a 55% year-on-year rise in travellers taking out specialist cover for endurance and challenge-based sporting events.

Analysing its own policy data, SportsCover Direct found that ultramarathon travel has seen the biggest jump, up 77% year-on-year, as more amateur athletes travel abroad to compete rather than simply spectate.

Challenge-based sporting trips are also being recognised on a wider scale, with TripAdvisor naming ‘sweat jetting’ one of its top travel trends of the year, noting that major marathons are now driving significant visitor surges in host cities, with Chicago Marathon bringing a 300% rise in visitors, followed by Boston (+228%) and Berlin (+222%).

Endurance sports events driving demand for racecations

SportsCover Direct’s internal data has revealed the 10 fastest-growing endurance events sports enthusiasts are travelling abroad to compete in, with the list published as tens of thousands of amateur runners prepare to line up at the Berlin Marathon start line later this month (27 September).

The data also points to a more ‘accessible’ approach to endurance sports, with half marathons (+34%) outgrowing full marathons (+21%), and half ironmans (+29%) growing faster than full Ironmans (+19%), suggesting that athletes want the challenge of racing abroad without committing to the full distance. 

Elsewhere, ski racing has emerged as a surprise entry in second place, up 44% year-on-year, with events like Sweden’s Vasaloppet drawing a growing number of global entrants, showing there’s also an appetite for winter endurance travel. 

SportsCover Direct’s data is backed by the wider industry, with Google searches for ‘ultra race’ up 234% year-on-year, while searches for ‘European marathons’ are up 34% over the same period. Strava also recorded a 9% rise in members completing marathons and ultramarathons, with 40% of its users logging a run while abroad, and entries to this year’s TCS London Marathon ballot from 18-29 year-olds rose 105% year-on-year, evidence that the appetite for endurance travel spans generations as well as distances.

SportsCover Direct Head of Underwriting and Sales Chris Trotman comments: “Our internal data reveals a clear shift in the type of trip people are booking, with more travellers building entire holidays around endurance sporting events, whether that’s a marathon, a triathlon or an ultra. It’s brilliant to see amateur athletes pushing themselves in this way, and it shows just how much endurance sport has moved from a niche pursuit to a mainstream travel motivation.

“It’s important to remember that competing abroad brings a different set of risks to a normal holiday, from the physical demands of the event itself to travelling with specialist equipment and kit. Standard travel insurance often excludes race and competition cover. So travellers must check that their holiday insurance covers their specific event and sport, understand what is and isn’t included as standard, and build in enough time on either side of racing to manage the unexpected. Taking time to ensure the right preparation in advance will mean that the only thing you need to focus on is the finish line.”

For more information on securing the right sports travel insurance for your trip, visit https://www.sportscoverdirect.com/sports-travel-insurance/ 

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Resilient corporate travel and meetings demand across the Americas and Europe – combined with persistent inflation – is pushing prices upward, with more moderate increases in Asia-Pacific. However, the picture is far from uniform as the ongoing Middle East conflict continues to impact demand in key Gulf destinations.

The Hotel Monitor 2027, produced by American Express Global Business Travel (Amex GBT) (NYSE: GBTG), a leading software and services company for travel, expense, and meetings & events, is an annual forecast of global hotel rates in key business travel destinations across the world.

Given ongoing geopolitical uncertainty and commodity price volatility, this year’s report presents rate forecasts as a range rather than a single figure for the first time. Amex GBT advises using the lower end of the range if the Middle East conflict does not resolve quickly, or if global inflation tracks the International Monetary Fund’s (IMF) July World Economic Outlook forecast of 4.7% for 2026. If inflation rises beyond that level, the upper end of the range is more likely.

The forecast is based on analysis of Amex GBT data, combined with IMF inflation and GDP forecasts, using Prophet time series modelling. 

Forecast summaries

The report analyses key cities and countries, exploring the underlying factors driving the predictions.

Dubai and the wider Gulf: The Middle East conflict has kept hotel occupancy in the UAE depressed, falling as low as 19.6% in March before recovering to the 40-50% range. Amex GBT expects hoteliers to offer compelling rates to win back visitors, forecasting Dubai prices to rise by just 1-2% in 2027.

Mexico City and Paris: Both cities remain resilient, in-demand destinations despite modest domestic economic growth. Mexico City’s diversified visitor base and status as a popular regional meetings destination should sustain rate growth of 4.7-7.1%. At the same time, Paris continues to benefit from its reputation as a leading events destination, with hotel rates expected to rise by at least 3.1%.

India remains the country to watch in 2027: India — projected to be the world’s fastest-growing economy in 20271 — will still see rates grow but more slowly, as a result of improved supply of hotel rooms. 

Amex GBT anticipates rate increases will moderate from recent years’ sharp rises but could still exceed 5%, with Bengaluru forecast to grow 5.0-5.5% as global hotel chains continue expanding their presence across the country.

Amex GBT Consulting also highlights how rising airfares – up 15% year-over-year in mid-2026, and as much as double that on Asia routes – are squeezing travel budgets and reshaping demand into Asia-Pacific, even as business travellers continue to favour premium accommodation over trading down.

“This year’s forecast reveals a nuanced global environment where geopolitical uncertainties and commodity price volatility are shaping hotel rates in different ways across regions,” said Amex GBT Consulting Director of Consulting Strategy Sara Andell. “Price is a key indicator, but it doesn’t always tell the full story. We’re encouraging companies to consider what value means to them, and what they are getting from their hotel spend, not just the headline rate.”

Amex GBT’s Hotel Monitor also highlights how artificial intelligence is reshaping hotel sourcing on both sides of the negotiating table. On the supplier side, hotels are increasingly deploying agentic AI to optimise revenue management and rate-setting strategies. On the buyer side, AI-enabled sourcing tools are helping travel managers accelerate decisions, sharpen pricing, and strengthen negotiating positions – turning sourcing into a continuous process rather than an annual event.

The full report is available to download here: Hotel Monitor 2027

(Source: Amex GBT)

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According to the latest World Tourism Barometer from UN Tourism, an estimated 690 million tourists travelled internationally between January and June 2026, some 3 million more than the same period last year. 

While global arrivals rose 2% in Q1 2026, they fell 1% in Q2, after a 3% decline in April. That drop was largely due to the calendar effect of the Easter holiday period starting in March and the impact of the Middle East conflict.

Globally, arrivals then dropped 3% in June. That was driven by a 6% decline in Western Europe, partly due to a heatwave in some destinations. South-East Asia recorded 5% fewer arrivals in June because of weaker demand from Asian markets, geopolitical tensions, air travel disruptions through the Middle East, and higher travel costs. Typhoon Sinlaku also impacted some destinations in Oceania (-6% in June) in Q2.

UN Tourism Secretary-General Shaikha Al Nuwais said: “The latest data shows a sector absorbing real pressure and finding a way forward. Tourism has not stopped growing, but that growth is fragile. The Middle East situation has touched destinations far beyond the region itself. It serves as a clear reminder that, in such a connected world, resilience needs to be built everywhere and not just when a crisis begins.”

Performance by region

The World Tourism Barometer breaks down performance by region and sub-region. The data shows:

In the first half of 2026, Africa (+4%) and Europe (+3%) recorded solid growth in arrivals, while the Americas saw a 2% increase, with mixed results across sub-regions.

Arrivals in Asia and the Pacific grew by 1% over these six months but remained 11% below 2019 levels as disruptions to air connectivity, higher air fares, and uncertainty affected intra-regional demand.

North-East Asia saw 3% growth in the first half of 2026, while South Asia (-5%) and South-East Asia (-1%) recorded declines when compared with the same period in 2025.

The Middle East saw a 22% drop over this period, as the conflict directly impacted it.

Although the conflict has negatively affected international tourism in the Middle East and other regions since early March 2026, disruptions to air traffic gradually eased in May and June following the announcement of a ceasefire. This led to the reopening of some air routes and an uneven rebound in consumer sentiment. 

Looking ahead

In view of the latest data and current geopolitical volatility, international tourist arrivals are now expected to grow by between 1% and 2% globally in 2026, compared to UN Tourism’s January forecast of 3% to 4%. However, this will depend on the conflict’s actual duration and its effect on oil prices and overall inflation. 

At the same time, international travellers are expected to keep seeking value for money and travel closer to home or domestically, again in response to elevated prices and uncertainty.

UN Tourism celebrates World Tourism Day on 27 September 2026. El Salvador is the signature host destination.

(Source: UN Tourism)

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For stays of 30 nights or longer, Da Nang, Bali, Tokyo, Kuala Lumpur, Ho Chi Minh City, and Seoul ranked among the most-searched overseas destinations.

The findings highlight how flexible working arrangements are reshaping travel habits, giving Thailand residents greater freedom to choose when and where they work. As a result, travellers no longer view travel as an escape from work. Instead, they integrate work into the lifestyles they want, fueling longer stays and the rise of “bleisure” travel. 

These destinations are increasingly attracting month-long stays thanks to their combination of affordability, quality infrastructure, and appealing lifestyle offerings. For Thais considering longer stays abroad, affordability, lifestyle, and reliable infrastructure seem as important as traditional sightseeing attractions. Based on Agoda accommodation searches for stays of 30 nights or longer, Da Nang leads travel interest, reflecting its appeal as a destination that combines low living costs, modern amenities, and easy access to both beaches and city life. Bali remains a perennial favourite among digital nomads, thanks to its established co-working ecosystem and wellness-driven lifestyle. At the same time, Tokyo continues to attract strong interest for its world-class infrastructure and seamless connectivity. Kuala Lumpur is also gaining momentum, offering value for money alongside modern urban conveniences. Ho Chi Minh City and Seoul complete the top six, highlighting growing interest in destinations that balance affordability, culture, and quality of life.

Agoda Country Director, Thailand and Indochina Akaporn Rodkong commented on the trend: “The line between work and travel is becoming increasingly blurred as flexible working arrangements give people more freedom over when and where they work. Our data shows Thai travellers searching for longer stays in overseas cities that offer a compelling mix of lifestyle, affordability, and infrastructure.”

(Source: Agoda)

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That is a key takeaway — live music has become one of Asia Pacific’s most powerful drivers of travel and tourism, says a new report from YouGov: Following the Music: APAC Concertgoers Report 2026.

The multi-market study, which surveys over 7,200 consumers across Australia, Hong Kong, Indonesia, Singapore and Thailand, suggests concert-going has moved firmly into the mainstream and that fans are increasingly willing to fly, drive and extend their holidays to chase the artists they love.

A ticket becomes a trip

Almost six in 10 concertgoers (59%) across the five markets have travelled specifically to see an artist perform, a figure that climbs to three in four (76%) in Thailand. For a large share of APAC’s live music audience, “going to a show” and “going away” have become the same decision.

Concerts are rewriting the wish-list

More than half of concertgoers (54%) across the five markets say attending a show made them more interested in the host city, rising to 71% in Thailand.

Furthermore, most concert travellers said they extend their visit by two to three days to explore the destination. This habit peaks in Singapore, where 59% of concert travellers build extra time into the trip specifically to see the city. 

Once there, sightseeing tops the list of what fans do with that time, followed by eating out and shopping.

Interestingly, this isn’t fleeting curiosity: more than one in five Thai concertgoers (22%) say a show introduced them to a destination they’ve since gone back to visit, and roughly half (49%) say they now plan to return.

Indonesia shows a similar pattern, with half of concertgoers (50%) who discovered a new destination through a show now intending to revisit it.

Cost, not appetite, is the ceiling on how far this travel trend can go. Attendance intent is positive everywhere, with most consumers expecting to attend the same number of concerts or more over the next two years.

Cost is a barrier to concert attendance 

Ticket prices and overall spend are cited as the biggest barrier to going further and more often. That’s especially pronounced in Singapore and Australia, suggesting the travel upside for tourism boards and promoters may be even bigger than current numbers show, if cost pressure eases.

“Live music in APAC has moved well past the show itself,” said YouGov APAC & MENA CEO Laura Robbie. “What started as a single ticket purchase increasingly shapes travel decisions, city discovery, and repeat visitation. For promoters, tourism boards, and brands, the question is no longer whether people will travel for music; it’s which market, which audience, and which moment to meet them in.”

The opportunity is strongest in Thailand and Indonesia, where fans show the highest appetite to discover a city through its music scene and return later as tourists, not just fans.

The opportunity is strongest in Thailand and Indonesia, where fans show the strongest appetite to discover a city through its music scene and return later as tourists, not just fans.

Download the full report here.

About the research 
The data is based on YouGov Surveys conducted online between 16 and 21 July 2026 across Australia (n=1,082), Hong Kong (n=1,034), Indonesia (n=2,010), Singapore (n=1,130) and Thailand (n=2,020), weighted to be representative of adults aged 18+. Audiences are nationally representative in Australia and Singapore; those in Hong Kong, Indonesia, and Thailand are representative of the online population. * Concertgoers are defined as those who have ever attended a concert or live music.

(Source: YouGov Surveys)

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