4 Game-Changing Travel Trends of 2024 in Asia Pacific Tourism

This blog is inspired by the PATA Webinar titled "The Scientific Crystal Ball: Forecasting the Future Tourism Market." We extend our gratitude to the esteemed speakers who shared their invaluable insights and case studies:

Professor Haiyan Song, Associate Dean, School of Hotel and Tourism Management, The Hong Kong Polytechnic University

Caroline Bremner, Head of Travel Research, Euromonitor International

Andreas Spycher, Vice President- Public Sector, Mastercard

Anthony Hoglund, Vice President, Amadeus Asia, Ltd

In the realm of Asia Pacific tourism, insights drive innovation and shape strategies for the future. Recently, the report published by PATA, brought together by John Koldowski and The Hong Kong Polytechnic University (PolyU) Tourism Forecasting Unit, shed light on the region's evolving travel and tourism industry. Professor Haiyan Song shared enlightening forecasts with us, including the top 5 tourism source markets across the Asia Pacific region!

According to the findings, China is leading the pack, with Hong Kong SAR and Macao, China emerging as the top chosen destinations for mainland Chinese visitors. Across the Pacific Ocean, experts expect to see more than 37 million travellers departing the U.S. and heading to Asia Pacific destinations in 2026.

Curious about other destinations in the top ranks or want more detailed forecasts about Asia Pacific subregions and key destinations? Download the Asia Pacific Visitor Forecasts 2024-2026: Full Report now!

The revelations don't stop there! The panel of experts continued to delve into a number of travel trends poised to shape the Asia Pacific tourism market in the years ahead. Let's explore some of these influential trends taking root:

Generative Artificial Intelligence (GAI)


With applications ranging from content creation to intelligent shopping recommendations, GAI is revolutionising the travel landscape, promising seamless integration into trip planning and supply chain optimisation.

Learn more about Generative AI and how you can utilise it to up-level your marketing >

Music Tourism 


The announcement of Taylor Swift's concert dates in Australia, Singapore, and Japan sparked a surge in flight bookings and flight searches for these destinations, highlighting the undeniable appeal of music-driven travel experiences.

Learn more about Music Tourism>

Travel Influencers 


The remarkable effect created by social media influencers is demonstrated by the 6.9 billion views garnered under the hashtag #Amsterdam on TikTok. This surge has led to an 85% increase in flight and hotel searches, emphasising their significant influence on travel decisions and destination choices.

Learn more about the power of travel influencers and how to leverage them >

Experiential Travel


As travellers increasingly prioritise unique experiences, destinations will witness the continuing rise of experiential travels in 2024. Festivals and leisure events are forecast to be among some of the biggest trends that take centre stage, with an almost 40% increase in spending.

Learn more about Experiential travelling >

In the dynamic world of Asia Pacific tourism, keeping ahead of the game is essential for travel businesses and organisations. With cutting-edge data and expert analysis, our research reports and webinars provide invaluable resources for industry professionals seeking to navigate the ever-evolving landscape with confidence.

Download the Asia Pacific Visitor Forecasts 2024-2026: Full Report now to gain exclusive insights!


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