Proof Wins: The Convergence of Sports, Travel, and Faith examines how Muslim travellers discover, plan and attend sports events, and identifies the key factors that convert interest into bookings. The research finds that while enthusiasm for sports travel among Muslim travellers is high, participation depends heavily on clear, reliable information on essentials such as Halal food availability, prayer facilities, transport logistics, and secure payment options.

Current projections indicate that the Muslim sports-event travel spend pool will grow from around USD11 billion in 2025 to USD17 billion by 2030. When destinations make Muslim-friendly readiness visible during the booking stage and deliver it consistently on the ground, the opportunity could expand further to USD21 billion by the end of the decade. 

This potential growth is fueled by two measurable shifts: greater participation from Muslim travellers when faith-compatible services are clearly communicated, and stronger in-venue spending when Halal food options are well-labelled, accessible and trusted. 

Converting interest into attendance 

Muslim international arrivals are expected to grow from 186 million in 2025 to 245 million by 2030, supported by a young, digitally connected population increasingly motivated by experience-led travel. Yet today, only around 6% of international Muslim trips include attending a sporting event, highlighting a substantial untapped market for destinations and organisers to convert interest into attendance. 

Several factors shape whether travellers ultimately commit to a sports trip. Affordability and value remain the most important considerations, followed by access to Halal food and prayer facilities, and confidence in safety and crowd management. When these elements are visible early — particularly during ticket discovery and trip planning — travellers are significantly more likely to follow through with bookings. 

Building confidence across the travel journey 

Digital discovery plays a decisive role in the sports travel journey. Social media is the primary channel through which Muslim travellers learn about sports events, often inspiring group travel among friends and family. However, conversion occurs only when that discovery quickly leads to trusted information, including official ticket links, venue access details, transport plans, and reliable digital payment options. 

“Sports tourism is entering a new phase of global growth, where experiences, community and cultural connection matter as much as the event itself,” said Mastercard Senior Vice President Customer Solutions Centre, Southeast Asia Aisha Islam. “Through Mastercard’s long-standing presence in global sports, including collaborations with the UEFA Champions League, the McLaren Mastercard Formula 1 Team and the Australian Open, Mastercard sees how major sporting moments can connect fans, destinations, and businesses at scale. As major sporting calendars continue to roll through Southeast Asia, the region is firmly establishing itself as a hub for high-profile sporting experiences. Muslim travellers are among the fastest-growing segments in global travel. When destinations provide clarity and confidence — from payment security to Halal dining and prayer access — they unlock significant participation and spending potential.”

“What this research clearly shows is that demand alone is not the constraint: Confidence is,” said CrescentRating Founder and CEO Fazal Bahardeen. 

Muslim travellers are highly motivated by major sporting events. But participation increases only when essential needs such as Halal food, access to prayer facilities, and transport are clearly communicated and trusted well before travel begins. Destinations in Southeast Asia that connect iconic sports moments with visible Muslim-friendly readiness are best positioned to convert interest into attendance and sustained economic impact.”For more information on the report, check out  Proof Wins: The Convergence of Sports, Travel, and Faith.

(Source: Mastercard)

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Agoda’s accommodation search data shows growing interest in lesser-explored beach, mountain, and culture-led destinations when comparing destination search trends on Agoda’s platform from 1 January to 30 April 2026 against the same travel period in 2025.

Domestic travel: Alternative picks to tourist hotspots

Leading the list of emerging domestic destinations is Ly Son, an island in Quang Ngai province, which is seeing significant year-on-year growth in interest in 2026 compared to last year. 

With clear waters, stunning landscapes, coral reefs and a quieter pace, Ly Son is emerging as an appealing alternative for travellers looking beyond more crowded island destinations such as Phu Quoc, Phu Quy or Vinh Hy.

Ninh Binh also saw a solid year-on-year rise in search popularity, supported by its strong mix of natural scenery, heritage and cultural tourism. Iconic attractions such as Hoa Lu and Tam Coc – Bich Dong continue to attract travellers with limestone karsts, caves and winding rivers. At the same time, the province’s wider cultural and spiritual tourism offerings add depth to the visitor experience. Home to the UNESCO-recognised Trang An Landscape Complex and a rich network of historical sites, Ninh Binh is well-positioned for travellers seeking both nature and cultural discovery.

Mai Chau, a mountainous area in Hoa Binh province, is also experiencing growing interest in its mountain retreat, which is both accessible and less crowded. As travellers look for alternatives to busier highland destinations such as Sapa, Mai Chau offers the same rice terraces, ethnic culture, and traditional stilt houses with a relaxed rural atmosphere. Its proximity to Hanoi also makes it an attractive option for short breaks and slow travel.

A new entrant on the list, Kon Von Kle, also known as Mang Den, points to growing interest in the Central Highlands as travellers seek cooler climates and nature-led escapes. Recently seen as a quieter alternative to Da Lat, Mang Den is known for pine forests, mountain scenery and a slower pace. Its appearance in Agoda’s data suggests Vietnamese travellers are increasingly open to lesser-known highland destinations that offer fresh air, nature and a sense of discovery.

Tay Ninh also made its way to the list, supported by the province’s growing tourism profile in recent years. With Ba Den Mountain, spiritual and cultural attractions, eco-tourism experiences and improved tourism investment, Tay Ninh is becoming a more visible choice for travellers from southern Vietnam. Its convenient location near Ho Chi Minh City also makes it suitable for quick, experience-rich getaways.

Outbound travel: New overseas favourites on the radar

Beyond domestic travel, Agoda’s search data also points to growing interest in international destinations, with Vietnamese travellers looking further afield for their mid-year trips. The Philippine island of Cebu saw the largest increase in travel interest, as its beaches, diving, island-hopping and access to the wider Philippines make it attractive for travellers seeking a longer tropical escape within the region.

Other new entrants reflect a broader appetite for fresh international experiences. Kaohsiung, Taiwan, offers a different side of the country beyond Taipei, with harbour views, night markets, art spaces, and access to southern Taiwan’s coastal and cultural attractions. 

Barcelona, Spain, stands out as a long-haul destination for travellers drawn to architecture, Mediterranean culture and football. At the same time, Fujikawaguchiko, Japan, appeals to travellers seeking scenic lakeside stays and views of Mount Fuji beyond Japan’s major cities.

Istanbul, Türkiye, also saw increasing interest among Vietnamese travellers, as the destination combines history, culture and distinctive cross-continental experiences. Türkiye’s recent efforts to promote tourism among Vietnamese travellers, together with easier e-visa access, may help make destinations such as Istanbul more accessible for this summer’s getaways.

Agoda Country Director Vietnam, Vu Ngoc Lam, said: “Vietnamese travellers are showing a growing interest in destinations that feel fresh, meaningful and easier to personalise. This mid-year travel season, we are seeing growing interest in places that combine nature, culture and a sense of discovery, from island escapes to cultural hubs and cooler highland retreats. At Agoda, we are delighted to help travellers explore these emerging destinations with a wide range of stays, flights and activities that make trip planning simple and flexible.”

(Source: Agoda)

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WTTC’s latest Economic Impact Research (EIR) forecasts Travel & Tourism GDP across Central and South America will grow 4.1% in 2026, ahead of the global average of 3.2%.

International visitor spending across the region is projected to increase 7.8%, more than double the global growth rate of 3.7%.  

Globally, WTTC data forecasts that Travel & Tourism will contribute USD12 trillion to the world economy in 2026, accounting for 9.9% of global GDP and supporting 376 million jobs worldwide. Over the next decade, global Travel & Tourism GDP is forecast to grow at an annual rate of 3.6%, 1.5 times faster than the wider global economy, which is forecast to grow at 2.4%.   

According to WTTC’s research, the region continues to benefit from resilient domestic travel demand and comparatively lower exposure to geopolitical disruption linked to ongoing conflict in the Middle East, with affected transit routes and source markets playing a smaller role than in other regions. 

Several markets across Central and South America are forecast to post strong Travel & Tourism growth in 2026. Ecuador is expected to lead the region in Travel & Tourism GDP growth at 11.6%, while Bolivia is projected to grow by 10.3%, supported by a 25.8% surge in international visitor spending. Argentina’s Travel & Tourism sector is forecast to grow 4.9% in 2026, while Colombia is projected to record growth of 5.7%, reinforcing the region’s broad-based momentum.     

Brazil, one of the region’s largest Travel & Tourism markets, is forecast to continue growing in 2026, with Travel & Tourism GDP projected to increase 2.1%, while international visitor spending is expected to rise 3%. WTTC data also forecasts particularly strong momentum in Venezuela, where Travel & Tourism GDP is projected to grow 33.2% in 2026, alongside a 34.8% increase in international visitor spending.   

Central America is also expected to post strong results. Guatemala’s Travel & Tourism GDP is forecast to grow 6.1% in 2026, with international visitor spending projected to rise 9.3%. In Panama, the sector is forecast to grow 8.4%, with international visitor spending expected to increase 8.9% next year.     

WTTC data indicates that continued investment in connectivity, destination infrastructure, traveller confidence, and workforce development will be critical to sustaining the region’s growth trajectory and maintaining competitiveness amid evolving global travel patterns. 

The organisation also highlighted the importance of affordability and stable travel environments as key drivers of resilience, while warning that inflationary pressures and weaker consumer sentiment remain downside risks in some markets. 

WTTC President & CEO Gloria Guevara said: “Central and South America continues to emerge as one of the world’s most dynamic Travel & Tourism regions, with strong domestic demand, rising international spending, and growing traveller confidence supporting growth across many markets. 

Countries such as Ecuador, Bolivia, Guatemala, Panama, Argentina, Colombia, Brazil, and Venezuela are demonstrating the sector’s enormous potential when supported by investment, connectivity, and a long-term strategic focus. The region has a real opportunity to strengthen its global competitiveness and secure sustained long-term growth.”

According to WTTC’s latest research, Travel & Tourism is forecast to support 18.5 million jobs across Central and South America in 2026, representing 8.3% of all jobs in the region.

WTTC’s Economic Impact Research is produced in partnership with Oxford Economics and is among the world’s most authoritative datasets on the economic contribution of Travel & Tourism.  

For more information about WTTC, visit wttc.org. 

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The study was conducted as part of the launch of GEO Radar, Grayling’s new AI search insights platform designed to help organisations understand how brands and organisations surface across AI-powered search environments.

Conducted in April 2026, the analysis examined over 1,600 AI-generated responses across six AI models (1), spanning inbound travel queries from Australia, the UK and the US, as well as outbound travel prompts from Singapore.

The findings come amid growing adoption of AI tools for travel planning. According to recent industry research, more than one-third of US travellers already use AI tools to plan or experience

trips, while 37% say they trust AI-generated recommendations enough to act on them. 

“Travel is one of the sectors being reshaped most quickly by AI search,” said Grayling Singapore Managing Director Danny Tan. “Consumers are no longer simply typing a few keywords into Google and browsing links. They are asking AI models for recommendations, itineraries and comparisons, and increasingly trusting the answers they receive. 

“This makes it critical for brands and destinations to understand how they are being surfaced, why they are being recommended, and which sources are shaping those responses.”

While Singapore surfaced strongly in AI-generated responses linked to stopovers, iconic skylines, and shopping, it appeared less prominently in honeymoon-related queries, where destinations such as Bali, Sri Lanka, and the Maldives dominated recommendations.

Visibility also varied across AI models, with Gemini Flash and ChatGPT 5.3 surfacing Singapore most consistently, while ChatGPT and Perplexity Sonar Pro recommended it less frequently.

By market, Singapore surfaced more often in responses linked to Australian travellers than those tied to the UK and the US.

Study highlights

Top airlines inbound queries

National carriers dominated inbound AI-generated airline recommendations, with Singapore Airlines surfacing most frequently across the models analysed

Top online travel agencies inbound queries

AI – generated booking recommendations were led by major online travel platforms with strong regional presence

For outbound travel queries from Singapore, the analysis showed which airline and booking platform brands were most frequently surfaced in AI-generated responses.

Top airlines outbound queries

Singapore-based carriers dominated outbound AI-generated travel recommendations, with Scoot and Singapore Airlines surfacing most frequently across the models analysed.

Top OTA outbound queries

Trip.com had the strongest presence among OTAs in outbound AI- generated travel responses, appearing in 71% of responses analysed

The report also found that AI consistently described Singapore using descriptors such as food, greenery, modern architecture, shopping, and safety. In contrast, descriptors such as ‘expensive’, ‘clean’ and well-organised’ appeared less frequently. When Singapore was recommended, AI-generated responses often paired it with destinations such as Bangkok, Bali, Tokyo and Los Angeles, rather than presenting it as a standalone destination. Singapore appeared more frequently as the first or middle stop on longer travel routes.

From June, Grayling will roll out GEO Radar across its network of offices and affiliates in Asia-Pacific.

About Grayling
Grayling is an award-winning global public relations consultancy with 30 offices worldwide.

(1) ChatGPT 4.0, ChatGPT 5.3, Gemini Flash, Gemini Pro, Perplexity Sonar, and Perplexity Sonar Pro.

(Source: Grayling)

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According to Agoda’s 2026 Travel Outlook Report, 63% of travellers are willing to consider lesser-known destinations if it means lower costs, signalling a shift toward more intentional and cost-conscious travel behaviour.

Agoda’s findings also highlight how this value-driven mindset is reflected in both spending habits and destination choices. Malaysian travellers are showing a clear preference for travel that delivers value without sacrificing the overall experience. 

Nearly two-thirds (64%) expect to spend USD50 or less per night on accommodation in 2026, while 59% say price is the single most important factor when choosing where to stay. This reinforces that value not only influences openness to discovering alternative destinations but also shapes spending decisions.

Beyond spending considerations, Agoda’s findings also point to a shift in how Malaysians are planning their trips and what they prioritise when they travel.

Local and frequent travel remain part of the picture

Malaysian travellers are also adjusting how often and how far they travel, as value-driven decisions make shorter, more frequent, and closer-to-home trips more appealing. 47% expect most of their trips in 2026 to be domestic, while 37% plan to take four to six trips over the year. The most common trip length is four to seven days (42%), reflecting a shift toward travel that is more manageable, cost-conscious, and easier to fit into everyday life.

Even with affordability a priority, Malaysians are still considering experiences they value most. Relaxation is the top reason Malaysians expect to travel in 2026, cited by 69% of respondents. Culinary experiences follow at 33%, highlighting the continued role food plays in destination appeal. Travel also remains deeply social, with 59% planning to travel with family and 28% expecting to travel with their spouse or partner.

Agoda Country Director Malaysia and Brunei Fabian Teja said: “Malaysian travellers are planning more carefully and placing greater emphasis on value. Agoda’s latest findings show that cost matters, but so does making each trip count. Travellers are looking for options that help them manage their budgets while still enjoying the experiences that matter most, whether that is rest, time with loved ones, or discovering good food. Agoda brings these elements together by making it easier to book flights, accommodation and activities in one place with great value deals.”

(Source: Agoda)

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Conducted in partnership with five global business events associations: AIPC, AMC Institute, ICCA, IFES and PCMA, the survey gathered responses from 130 organisations across the globe, providing insight into how the current geopolitical environment is affecting events, destinations, participants and Professional Conference Organisers (PCOs).

The findings indicate a significant increase in industry disruption compared with 2025, with 73.84% of respondents saying global conflicts have impacted their ability to plan or host international meetings, up from 53.92% in 2025. 

This near-20-percentage-point increase shows that global instability is no longer a background concern for the sector; it is now a central factor in conference planning, destination selection, risk management, and participation.

The research also found that 65.38% of respondents had experienced travel disruptions affecting clients and/or participants, up from 41.67% in 2025, while 58.46% reported reduced international attendance or participation. Almost half reported increased costs to their teams, and 48.46% said costs had increased for clients and/or participants.

IAPCO President Sissi Lignou said the findings demonstrate that geopolitical instability is no longer a peripheral challenge for the sector. 

“Conferences and meetings are where knowledge is shared, research is advanced, relationships are built, and industries move forward. These findings show that global socio-political instability is now directly affecting that essential exchange,” said Lignou. “IAPCO Accredited PCOs play a critical role in helping associations, destinations and participants navigate this uncertainty with professionalism, agility and care.”

The impact is already being felt across the event lifecycle: 33.07% of respondents said they had frequently or occasionally had to cancel, postpone or relocate events, or withdraw planned participation due to safety concerns or regional instability. A further 42.31% reported a shift away from destinations perceived as politically or regionally unstable, with respondents avoiding conflict-prone regions.

The survey also highlights the growing influence of government policy on future event planning. 59.32% of respondents said US government policies enacted in 2025 and 2026 had affected their ability to plan and execute events for 2026, 2027 and 2028. 

Funding cuts that affect academic and scientific experts’ ability to travel, alongside visa and immigration policies that affect international participants, staff, and speakers, were identified as the most significant policy-related challenges.

IAPCO CEO Martin Boyle noted the research reinforces the critical role of IAPCO Accredited PCOs in supporting informed decision-making: “This research reflects the reality of what PCOs around the world are seeing every day. The meeting and conference industry is operating within increasing complexity, and the role of the Accredited PCO has never been more important.

“From contingency planning and destination advice to stakeholder confidence, budget management and participant safety, PCOs are helping clients adapt to changing global conditions while making informed decisions in a fast-changing world,” said Boyle.

The findings come as IAPCO members continue to deliver significant global impact. In 2025, IAPCO Accredited PCOs organised 23,512 meetings and events worldwide, managed 7,718,808 participants from 187 office locations, and generated EUR17.36 billion in economic impact.

IAPCO says the findings reinforce the need for stronger industry advocacy, reliable data and deeper collaboration across associations, destinations and professional organisers.

Through its global network, IAPCO is working with accredited PCOs, Strategic Partners and destinations to better quantify the impact of global instability on the meetings sector, strengthen contingency planning and advocate for the value of international meetings and conferences.

Martin Boyle added: “The global meetings industry exists to bring people together around issues that matter: science, medicine, education, business, policy and progress. When conflict, policy and instability restrict participation, the impact reaches far beyond individual events. It affects research visibility, the exchange of ideas, and the ability of communities and industries to progress collectively.”

The full report, The Global Socio-Political Impact Survey 2026, is available on the IAPCO website.

(Source: IAPCO)

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Regionally, Indonesians lead the ranks with 69% of survey respondents selecting family travel as the top choice, higher than the Asia-wide average of 52%. They are followed closely by Vietnam (61%), Malaysia (59%), Taiwan (58%) and the Philippines (55%). Thailand and South Korea both report half of respondents (50%) travelling with family, while India records 40% and Japan 32%.

The findings come from Agoda’s 2026 Travel Outlook survey and underscore the enduring importance of family as a driver of travel across the region. For many travellers, family trips prioritise shared experiences, convenience and value, whether that means multi-generational holidays, school holiday breaks, or extended family reunions. Destinations that offer family-friendly accommodations, accessible transport and activities that appeal to multiple age groups will continue to be a draw for family travellers this summer.

Families making their summer vacation plans can take practical steps to make booking and travel go more smoothly. When searching for accommodation, filtering for larger room configurations or connecting rooms and suites can help ensure everyone has space to relax, while prioritising properties with kid-friendly amenities such as pools and play areas can help keep children engaged. Flexible cancellation and modification policies offer peace of mind and safeguard plans that may change. Lastly, choosing locations with easy access to family attractions to reduce transit time to maximise quality time together.

Agoda Associate Vice President Krishna Rathi commented: “Family travel remains at the heart of many people’s travel plans across Asia, especially during the summer vacation months. Our insights show clear differences by market but a shared priority for comfort, convenience and quality experiences that bring the family together. At Agoda, we make it easy for families to find the right stay, whether they need extra space, child-friendly facilities or proximity to family attractions so they can focus on making memories together.”

(Source: Agoda)

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WTTC’s latest Economic Impact Research (EIR) forecasts the sector will grow by 3.2% globally in 2026, ahead of wider global economic growth of 2.4%. Travel & Tourism is also expected to support 376 million jobs worldwide in 2026, representing one in nine jobs globally.

Over the next decade, the sector is forecast to support almost 89 million new jobs globally, accounting for approximately one-third of all new jobs expected across the wider economy. During the same period, global Travel & Tourism GDP is forecast to grow at an annual rate of 3.6%, 1.5 times faster than the wider global economy, which is forecast to grow at 2.4%.

Against this global backdrop, WTTC highlighted the importance of continued investment in smart infrastructure, digital innovation, sustainable destination management, skills development, and cross-border connectivity to maintain the sector’s strong long-term growth trajectory. The organisation also pointed to the growing role of AI and new technologies in improving traveller experience, operational efficiency, and workforce development across the sector.

In Europe, Travel & Tourism is forecast to outperform the wider regional economy in 2026, reinforcing its role as one of the continent’s strongest drivers of growth, jobs, and investment.

While wider European GDP growth is forecast to reach just 1% in 2026 amid continued inflationary pressures and economic uncertainty, Travel & Tourism GDP across Europe is expected to grow by 3.6%, nearly four times faster.

WTTC’s latest Economic Impact Research shows the sector continues to exhibit remarkable resilience, even as households face rising costs and persistent value-seeking behaviour.

International visitor spending across Europe is projected to grow 7.1% in 2026, significantly ahead of the global average of 3.7%, as travellers increasingly choose destinations closer to home amid geopolitical uncertainty and disruption in other regions.

Southern European destinations continue to lead the region’s momentum, with Spain standing out as one of Europe’s strongest-performing major tourism economies. WTTC forecasts Spain’s Travel & Tourism sector will grow 3.7% in 2026, matching Türkiye and outperforming the wider European economy, while Italy is expected to lead the region’s major markets with growth of 3.8%. International visitor spending in Spain is also forecast to increase by 5.3% this year, underlining the continued strength and competitiveness of Mediterranean destinations. In 2025, Spain recorded 96.8 million international visitor arrivals, the second-highest in Europe after France. Yet, the country recorded €115.1BN (USD130.1 billion) in international visitor spending in the same year, making it the leading destination in Europe and the third globally. 

WTTC President & CEO Gloria Guevara said: “Travel & Tourism continues to prove its resilience across Europe and remains one of the region’s most important economic growth engines at a time when wider economic expansion is slowing. The sector is creating jobs, driving investment, and supporting communities across the continent.

“Countries such as Spain, Italy, France and Türkiye are showing what is possible when governments recognise the strategic value of Travel & Tourism and support the sector through smart investment, strong connectivity, and forward-looking policies. Europe has a real opportunity to build on this momentum, but maintaining competitiveness, affordability, and seamless travel will be critical.”

(Source: WTTC)

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According to Agoda’s 2026 Travel Outlook Report, while one in three (33%) state they already use AI for travel planning, almost twice as many (68%) say they are likely to use it for their next trip.

For a market that has always been quick to embrace technology, this indicates a growing appetite for AI across all stages of travel planning.

Data from the report suggests that what Indian travellers want from AI goes beyond a simple search. When asked how they would use it, respondents pointed to recommendations for local attractions and activities (38%), personalised itinerary creation (37%), and destination suggestions (29%). Interest also extends to dining recommendations (23%) and budget management (22%). These findings point to a traveller who expects AI to be present in every stage of the trip-planning process, not as a shortcut but as a smarter way to plan.

Sentiment towards AI-generated recommendations is broadly receptive, with nearly nine in 10 respondents (88%) saying they either trust or feel neutral about such recommendations, including over half (53%) who express clear trust. This aligns with findings from Agoda’s 2025 Travel Trends survey, in which nine in 10 Indian travellers reported using travel apps when booking trips, pointing to an established comfort with technology in travel planning. For Indian travellers, embracing AI in travel planning is less a behavioural shift and more a natural progression, especially for a generation that has been planning and booking travel on screens for over a decade.

Agoda has previously explored this through its 2025 AI-powered Vacation Planner campaign, which invited Indian travellers to answer a set of questions about their preferences, generating customised itineraries and destination visuals, and delivering personalised recommendations from Bollywood celebrity Ayushmann Khurrana. The campaign was a real-world expression of the tailored, intuitive planning experience that travellers increasingly seek, and one that the 2026 survey findings reflect.

Agoda Country Director Indian Subcontinent & Indian Ocean Islands, Gaurav Malik, said: “Indian travellers are showing a clear appetite for AI across every stage of trip planning, from discovering destinations to deciding what to eat and even budgeting. This is no longer an emerging trend but is fast becoming the baseline for how a well-planned trip comes together. At Agoda, we continue to offer a range of technology and innovations that make the entire trip planning experience more accessible, convenient, and personalised for every traveller.”

As AI becomes a more natural part of how people research and plan their travel, India stands out as a market where AI adoption in travel is not just growing but gaining clear intent and direction.

Through its platform, Agoda offers access to more than 6 million holiday properties worldwide, over 130,000 flight routes, and more than 300,000 travel activities, all bookable through a single platform. Running until 21 May, Agoda’s 21^st Birthday Sale will offer up to 60% off on hotel bookings, with a special flash sale of up to 70% on 19 May and exclusive deals on flights and activities. Agoda VIP members will receive early access to deals from 3 May to 6 May. Travellers can explore options and make bookings through www.agoda.com and the Agoda mobile app.

(Source: Agoda)

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The findings point to a generation prioritising flexibility, accessibility, and discovery-driven travel, as they look to integrate trips more seamlessly into their routines.

The insights are derived from a survey of Asian travellers conducted as part of Agoda’s 2026 Travel Outlook Report — showing that Gen Z travel remains largely a communal activity, most often with partners and family, rather than solo and friend-based trips. At the same time, many expect most of their travel to be domestic, reflecting a balance between exploration and convenience.

Frequent, short trips redefine travel patterns

Gen Z travels more frequently, with shorter trips becoming the norm. Nearly three in four respondents (73%) plan to take between one and six trips a year, and 86% opt for stays of 1 to 7 days. 

This shift reflects a move toward travel that is easier to plan and repeat, allowing trips to fit around work, study, and personal schedules. Markets such as India, Thailand, and Vietnam show a stronger inclination toward higher trip frequency, reinforcing the idea that travel is becoming embedded in everyday life rather than reserved for specific seasons.

Experiences take priority over destinations

For Gen Z, travel is increasingly defined by what they want to do, rather than where they want to go. Respondents across Asia say their trips are primarily motivated by experiences, including cultural exploration (32%), outdoor activities (30%), and culinary discoveries (28%). While experience remains central, relaxation still plays an important role for Gen Z, with 64% of travellers also citing it as part of their travel plans. This trend is dominant in markets such as South Korea and Taiwan, where experience is central to shaping travel decisions. It points to a more deliberate approach to travel, where a clear set of experiences shapes each trip. Gen Z travellers plan around what they want to get out of a trip, whether it is cultural immersion, time outdoors, or a change of pace. As a result, destinations are chosen based on how well they align with that intent.

Commenting on the trends, Agoda’s Senior Vice President, Supply, Andrew Smith said: “For Gen Z, travel is becoming something that fits more naturally into the rhythm of everyday life. Instead of building toward one or two larger trips each year, they are choosing to travel more often, with a clear vision of what they want to experience each time. That shift is shaping how decisions are made, with greater focus on flexibility, shorter planning cycles, and exploration. At Agoda, we support that rhythm by offering a wide range of options across flights, accommodations and activities, so travellers can plan trips that suit both their pace and their priorities, while still finding great deals.”

(Source: Agoda)

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