Travel in Asia Pacific remains a powerful engine of global tourism, with travel spending projected to grow substantially through 2030. Alongside the growth in volume, there is an equally significant shift in the nature of travel itself: who is travelling, why, and what they expect when they arrive.

These questions were at the centre of a panel at the Hong Kong Tourism Board Tourism Overview 2026, titled Unlocking Tourism Market Diversity: Strategies for a New Era of High-Value and Experience-Based Travel. Joining the discussion were Stephen Dutton, Global Head of Travel, Euromonitor International; Wei Li, Lead Economist for Northeast Asia, Mastercard Economics Institute; Alain Li, President, French Chamber in Hong Kong; and Rohan Bhalla, Vice President, Business Solutions, Asia Pacific, Collinson International.

Moderated by Professor Billy Bai, Associate Dean (Academic Affairs) and Professor at The Hong Kong Polytechnic University, the panel explored how shifting travel corridors and growing intra-regional flows are reshaping tourism across Asia Pacific, how AI and digital tools are transforming the way people plan and book their journeys, and what these trends mean for destinations competing for a new generation of experience-driven travellers.

Rohan examined the evolving definition of high-value travel and why, in this era of 'Passion Pursuits,' travellers' motivations and behaviours have become the most meaningful measure of travel value.

Key insights from the panel include:

• Global travel flows are being reshaped by geopolitical shifts and evolving market dynamics. In terms of intra-regional travel growth, cultural affinity and improving connectivity continue to drive strong demand.
• AI and digital tools are transforming how travellers plan and book their journeys, raising expectations for more seamless, personalised experiences across every stage of the trip.
• Travellers are increasingly planning trips around experiences that inspire, enrich, and transform, with sports and wellness among the strongest forces shaping destination choices and spending across the region.
• For destinations and brands, this signals a fundamental shift in how high-value travellers are identified: moving beyond income or wealth brackets to focus on motivations and behaviours.
• Hong Kong is well-positioned to capture this wave, offering a spectrum of experiences that draw travellers seeking unique, transformative journeys.

To learn more, view the panel presentations from the Hong Kong Tourism Board Tourism Overview 2026 here.