Indian travellers are turning to Asia this summer season

This summer, Indian travellers are choosing Asia. Powered by a generation raised on Korean dramas, Japanese aesthetics and Asian street food culture, destinations across Asia feel both familiar and exciting – and travel interest is reflecting that.

International Trends
- Strong growth in searches for Japan and South Korea:
- Osaka (+85%), Tokyo (+90%), Busan (+95%).
- Southeast Asia remains popular: Kuala Lumpur (+50%) and Bangkok (+35%).
- Drivers: pop culture fandom (K‑dramas, Japanese aesthetics), culinary appeal, and short travel times.

Domestic Travel
- Rising interest in destinations beyond the usual hotspots:
- Thiruvananthapuram (+90%), Jaipur (+70%), Meghalaya (+70%), Puri (+30%).
- Focus on nature, heritage, and cultural richness.

Gen Z Leading Demand
- Accounts for 40% of searches, growing at ~60% year‑on‑year.
- Travel choices shaped by concerts, festivals, cultural events, and food experiences.
- Preference for group and family travel (60% of searches), followed by duo trips (30%).

Airbnb India Leadership Insight
- Amanpreet Singh Bajaj (Country Head, Airbnb India & SE Asia):
> “Asia offers something rare: the familiarity of a culture Indian travellers love, and a chance to discover a new destination.”

Overall Shift
- Indian travellers are moving beyond “templatized” destinations, seeking personalized, culturally immersive trips.
- Asia appeals through accessibility, affordability, and diverse experiences, making it the top choice for summer 2026.

This shows a clear pivot toward experience‑driven travel, with Gen Z shaping demand and Asia emerging as the sweet spot for short, meaningful getaways.