Inaugural study reveals stark contrasts in international travel frequency, spending and digital behavior across the region
Kansas City, MO (Feb. 3, 2026) – Asia-Pacific’s international travelers are entering a new phase of divergence. According to new research from MMGY, outbound travel from the region is accelerating, but not in a uniform way. Based on an inaugural multimarket study of more than 4,000 outbound travelers across five key countries, Portrait of Asia-Pacific International Travelers™ examines how consumers are planning, booking and prioritizing international travel over the next three years. The findings reveal a region defined not by a single growth story but by sharply different motivations that will shape tourism demand in 2026 and beyond.
“Across the diverse Asia-Pacific market, we are seeing multiple regional strategies, reflecting the importance of local context,” said Simon Moriarty, Vice President of Syndicated Research at MMGY Travel Intelligence. “China and India, for instance, share a focus on treating travel as an opportunity to maximize experiences and value; across Australia, Japan and South Korea, restoration and simplicity are key. Brands that understand these differences will be better positioned to capture demand.”
The study’s most notable insights include:
High-Growth vs. Mature Markets – Travelers in China and India are driving the Asia-Pacific region’s next wave of outbound growth, planning significantly more trips than their regional peers. They expect to take an average of 3.2–3.5 international leisure trips in the next 12 months, compared to 1.9–2.3 trips among travelers in Australia, Japan and South Korea.
Spending intentions also differ considerably. Chinese travelers report the highest expected mean spend at $7,748 per international leisure trip, followed by Australian travelers at $7,124 and Indian travelers at $5,154. High-growth markets also show elevated premium-cabin usage, with 38% of Indian travelers and 33% of Chinese travelers having flown business or first class in the past year, reinforcing a willingness to invest in comfort and experience.
Experience or Escape? – When it comes to trip motivators, China leads the region in culinary-motivated travel, with 61% of respondents citing food as a key driver, while Indian travelers rank highest across nearly all motivators, including adventure travel at 52%. In contrast, travelers from Japan and South Korea gravitate toward more predictable travel experiences centered on rest and relaxation.
One Region, Many Digital Ecosystems – The research reveals a mobile-first region with highly localized digital ecosystems. Mobile planning dominates in China (90%), India (88%) and South Korea (81%), while Australia relies evenly on mobile and desktop. Preferences for social media platforms vary dramatically by market, and India has emerged as the region’s strongest adopter of AI-powered travel planning, with 50% using AI tools for travel ideas and inspiration.
Peace of Mind Over Price – Despite economic pressures, trust and safety consistently outweigh cost in travel decision-making. Safety record is the top factor influencing airline choice in China, India and Australia. Cleanliness and safety standards are the leading factors when choosing accommodations for 89% of Indian travelers and 85% of Australians, outweighing both room rate and loyalty benefits. This signals that reassurance and peace of mind remain central drivers for these travelers.
These findings point to a region experiencing uneven growth and evolving traveler expectations. Asia-Pacific markets face a complex mix of expansion and maturity, requiring strategies that reflect local context rather than regional generalizations.
The full Portrait of Asia-Pacific International Travelers™ study, including detailed market dashboards, strategic recommendations, and trend analysis on topics such as sustainability and business travel, is now available for purchase or as part of an all-access subscription to EurekA!, MMGY’s AI-powered research platform. To learn more, visit store.mmgyintel.com.
About MMGY
As MMGY Global’s flagship integrated marketing and communications agency specializing in travel, tourism and hospitality – MMGY knows travel. Drawing upon our own research and insights from over four decades of working with clients around the world, we bring a new perspective to connecting travel brands with today’s traveler. Offering services from integrated marketing and creative to destination representation and PR, we provide our clients with unrivaled expertise. For more information, visit mmgy.com.