Online travel platform Agoda is pointing travellers towards Asia’s secondary destinations ahead of World Tourism Day on 27th September.
With global travellers seeking unique experiences, the OTA reports a significant increase in accommodation searches for the region’s lesser-known locations and this could even dethrone some of the more popular destinations.
This trend not only has the potential to enrich the travel experience but could also unlock economic opportunities for local communities, according to the company.
Likewise, Agoda's data reveals that travellers are increasingly searching for secondary destinations, and at a pace 15 percent faster than top tier destinations compared to the same period in 2023.
This shift is evident in some of Asia’s most popular tourism markets, like India, Indonesia, Japan, Malaysia, and Thailand, where tourism ministries actively promote secondary destinations.
As Agoda chief executive Omri Morgenshtern explains: “From India’s UDAN scheme designed to develop regional airports to Indonesia’s Super Priority Tourism Destinations initiative and Malaysia’s secondary destination investment zones, markets across Asia are capitalising on the opportunity to drive the tourism dollar beyond tourist hotspots.”
Growing at a rapid clip
According to Agoda data, increased awareness and investment is paying off.
Compared with 2023, 2025 saw faster growth in searches for Asia’s secondary destinations than for top-tier ones, with increases of 57 percent in Indonesia, 19 percent in India, 74 percent in Japan, 39 percent in South Korea, 22 percent in Malaysia, and 15 percent in Thailand.
As a digital travel platform, Agoda plays a key role in promoting Asia's secondary cities by enabling properties in rural areas to transition to digital platforms, increasing their visibility and accessibility.
By partnering with Destination Management Organisations, Agoda leverages its extensive data insights and marketing channels to highlight lower-profile destinations.
Morgenshtern adds: "The increasing popularity of secondary destinations provides an opportunity to create a more prosperous travel industry and boost local economies. Agoda is proud to support this transformation by raising the profile of these locations to a global audience as we know spreading the tourism dollar more widely brings a wide range of benefits to communities."
