Sapa, Vietnam leads Asia’s fastest-growing destinations
Agoda’s latest New Horizons ranking revealed the top five emerging destinations in Asia in terms of growth in international travel interest.
Sapa, Vietnam, is currently the country’s fastest-growing destination for Asian travelers, according to Agoda’s latest New Horizons ranking.
It is followed by Okayama (Japan), Bandung (Indonesia), Matsuyama (Japan), and Takamatsu (Japan), rounding out the top five rising destinations in Asia with the strongest growth in international travel interest.
In addition, data from the digital travel platform revealed newcomers making it to the ranking of the top 100 Asian destinations of 2025 for the first time, indicating their growing popularity among international travelers.
These include Ko Phangan (Thailand), Nagano (Japan), Nara (Japan), Shizuoka (Japan), Ko Tao (Thailand), Kagoshima (Japan), and Aomori (Japan).
"Lesser-known destinations are rapidly emerging as preferred choices for travelers seeking authenticity and immersive cultural experiences,” Jay Lee, Regional Director for North Asia at Agoda said.
“Whether it's the breathtaking scenery of terraced rice fields in Sapa or the refreshing seaside landscapes of Takamatsu, secondary destinations are capturing a growing share of traveler interest and spending, signaling a shift in the tourism landscape for 2026 and beyond,” he added.
It is followed by Okayama (Japan), Bandung (Indonesia), Matsuyama (Japan), and Takamatsu (Japan), rounding out the top five rising destinations in Asia with the strongest growth in international travel interest.
In addition, data from the digital travel platform revealed newcomers making it to the ranking of the top 100 Asian destinations of 2025 for the first time, indicating their growing popularity among international travelers.
These include Ko Phangan (Thailand), Nagano (Japan), Nara (Japan), Shizuoka (Japan), Ko Tao (Thailand), Kagoshima (Japan), and Aomori (Japan).
"Lesser-known destinations are rapidly emerging as preferred choices for travelers seeking authenticity and immersive cultural experiences,” Jay Lee, Regional Director for North Asia at Agoda said.
“Whether it's the breathtaking scenery of terraced rice fields in Sapa or the refreshing seaside landscapes of Takamatsu, secondary destinations are capturing a growing share of traveler interest and spending, signaling a shift in the tourism landscape for 2026 and beyond,” he added.
