Asia Pacific (APAC) is establishing itself as a powerhouse of global tourism - not just in the sheer growth of visitor numbers, but in how the region is reshaping the meaning of travel and happiness.
The International Air Transport Association (IATA) has identified APAC as the engine of the air travel industry in 2025, with the region contributing to 52% of the sector’s growth. The first half of 2025 alone saw a collective 11% increase in visitor arrivals, led by growth in Japan, Vietnam (both at 21%) and South Korea (15%) amid lower airfares and enhanced connectivity.
But these figures only tell part of the story.
This dynamic evolution is underpinned by growing consumer appetite for travel, improved infrastructure, and more importantly, a powerful shift in mindsets. Travellers are no longer chasing checklists – they’re seeking deeper meaning and experiences. The modern traveller wants journeys that are inspirational, nurture connections, and bridge the gap between the world they live in and their aspirations. And the region offers just that – from wellness retreats in Bali to immersive cultural experiences in Japan.
A deeper pursuit of happiness and transformative experiences
We are witnessing a recalibration in how people derive joy from travel. In today’s transformation economy, consumer behaviour and brand loyalty continue to evolve beyond simple transactions and material incentives. Consumers are seeking transformative experiences beyond the moment of consumption, driven by changing aspirations and expectations that accompany the increased accessibility of experiential offerings today.
For the modern traveller, happiness stems from experiencing enriching life moments that nurture the spirit. Our recent 2025 Asia Pacific Consumer Happiness Report reveals that 81% of travellers in the region value brand rewards that offer unique, exclusive experiences that money cannot buy. The desire is especially pronounced among younger generations like Gen Z and Millennials, who prioritise these experiences over manufactured opulence.
Southeast Asia, in particular, is an emerging travel powerhouse. Destinations like Indonesia and Vietnam are riding this trend, with growing opportunities to visit lesser-known locales that offer depth, not crowds. Visits to Priority Pass’ network of airport lounges and travel experiences showed Vietnam welcoming 25% more global travellers and Indonesia seeing a 9% uptick in travellers within the first nine months of 2025, compared to the same period last year. For Singaporean travellers, the trend also aligns with a strong appetite for sustainable and responsible travel that connects them with local communities. This mirrors the expansion of the APAC wellness tourism market, projected to reach US$290 billion by 2030. As brands in APAC begin to recognise the importance of providing access to meaningful travel, they can become catalysts of happiness and drivers of APAC’s continued travel boom.
Infrastructural and technological investments are reshaping APAC travel hubs
The evolution in expectations is also playing out in what was once considered the most mundane part of travel – the airport. APAC’s leadership in travel growth has given way to significant investments and rapid modernisation within the aviation industry. Today, many of APAC’s airports have become havens, or even destinations in their own right.
Airports across APAC, including Singapore, Bangkok and Hong Kong, are investing heavily in infrastructure, in anticipation of the doubling of passenger numbers by 2043. But this isn’t just about volume. It’s about designing more intelligent, personalised and seamless journeys – that in their own way, can also bring happiness for travellers.
Automation has become a quiet hero of the airport experience. Collinson International’s Tomorrow’s Journey report found that 68% of APAC travellers say they spend more at the airport due to the efficiency of automation, using the new found time to dine, shop or relax in airport lounges. 57% of APAC travellers also spend more when they feel relaxed, highlighting how technology is fuelling a happier travel experience.
The comfort and convenience afforded by digital innovation are creating space for a new kind of engagement. Almost three-quarters of travellers globally are comfortable sharing biometric data to speed up journeys, a figure that rises to 77% among millennials and 90% among airport lounge users. These time-rich, digitally fluent consumers present new opportunities for brands to engage more meaningfully and memorably along the travel journey.
Resilience amid the uncertainty
Despite prevailing global economic uncertainties, APAC’s mature travel industry will continue to demonstrate its resilience. This strength stems from the region’s diversity, evolving intra-regional travel trends and growth, as well as Southeast Asia’s ascent as a travel powerhouse.
Thailand’s travel flows illustrate this perfectly: when Chinese outbound travel softened earlier this year, the country recorded continued growth through steady visitor inflows from Malaysia, India, and South Korea. Such multi-market buoyancy helps insulate the region from single-market volatility.
The region is also home to pragmatic, value-driven travellers who tackle uncertainties with strategic planning. Recent research conducted by YouTrip revealed that one in four Singaporeans proactively monitor exchange rates to lock-in favourable conversions. Rather than cutting back, they’re planning more strategically – choosing neighbouring destinations and experiences that offer both affordability and emotional return on investment.
Governments across the region are playing a critical role too. From Malaysia’s renewed tourism branding to Hong Kong’s refreshed visitor strategies, public-private partnerships are helping to foster stability, confidence, and continued momentum in the sector.
Charting the future
APAC’s travel industry is breaking new ground.
With a robust foundation for growth built on technological innovation, diversified source markets and increasing alignment of destination experiences featuring what travellers value most, APAC’s travel momentum will continue to shape traveller happiness for years to come.
As the industry looks ahead, success will come to those who can bridge growth with purpose. Asia Pacific has the opportunity to lead the world in a new era of travel – one where joy is measured not in miles, but in meaning.
With over 30 years of experience in leadership roles across sales, marketing and operations, Todd has supported clients in diverse industries including banking, insurance, consumer, retail, travel and hospitality; and has a deep understanding and appreciation for the complex challenges faced by businesses in today’s rapidly evolving landscape. In his role as Chief Commercial Officer and Asia Pacific Executive Chair at Collinson International, Todd is responsible for major global accounts and driving global commercial direction and best practice; as well as delivering the company’s strategy across the Asia Pacific region. A former Chair and Head of the Governor’s Council, Todd is a current Governor for the Canadian Chamber in Hong Kong and was recently elected to the Board of the Canadian Chamber of Commerce in Singapore.
With over 30 years of experience in leadership roles across sales, marketing and operations, Todd has supported clients in diverse industries including banking, insurance, consumer, retail, travel and hospitality; and has a deep understanding and appreciation for the complex challenges faced by businesses in today’s rapidly evolving landscape. In his role as Chief Commercial Officer and Asia Pacific Executive Chair at Collinson International, Todd is responsible for major global accounts and driving global commercial direction and best practice; as well as delivering the company’s strategy across the Asia Pacific region. A former Chair and Head of the Governor’s Council, Todd is a current Governor for the Canadian Chamber in Hong Kong and was recently elected to the Board of the Canadian Chamber of Commerce in Singapore.
