International travel demand for the first half of 2026 is set to rise modestly, with Asian destinations spearheading global travel intent, according to Mabrian, a global travel intelligence firm. The analysis reveals that Eastern Asia and Southeast Asia together hold 31.7% of the international travel demand market share, with Japan and Vietnam leading the charge.
Mabrian's study, which covers 86.7% of global travel demand, tracks flight search behaviour to the top 50 airports worldwide. It highlights a 5.9% increase in international air capacity for the next semester compared to last year. Eastern Asia, including Japan, South Korea, and China, represents 16.3% of global demand, with Japan's growth extending beyond major cities to places like Fukuoka and Sapporo. Southeast Asia, led by Vietnam, accounts for 15.4% of demand, with Indonesia, the Philippines, and Cambodia also contributing.
Western Asia is also gaining traction, capturing 8.9% of international demand in early 2026. Saudi Arabia's Jeddah and Riyadh, along with Doha in Qatar, are among the top destinations showing growth in travel intent. Mabrian's Director of Marketing and Communications, Carlos Cendra, noted, "Lesser-known and alternative destinations are expanding their market share."
However, regions like Southern Europe and North America are experiencing a slight decline in travel intent for the first half of 2026. The Caribbean faces challenges due to regional tensions, with a notable drop in demand from the US and European markets. Despite these challenges, Mabrian's analysis underscores the importance of monitoring market perceptions and adapting strategies to maintain confidence in affected regions.
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