Singapore, Japan, South Korea, Malaysia, Thailand, China, Vietnam, and New Zealand Drive 2025 Tourism Trends as Trip.com Group Reveals Future Travel Insights

As the travel industry continues to evolve, Trip.com Group, a leading global travel service provider, has unveiled a forward-looking report titled Momentum 2025: Travel’s Next Big Trends. The report, which was released on February 24, 2025, in Singapore, provides insights gathered from over 6,000 travelers across six Asia-Pacific markets.

This study highlights emerging travel patterns, evolving consumer preferences, and the increasing role of technology in shaping the travel landscape. According to the findings, travelers in 2025 will seek personalized experiences, media-driven destinations, immersive journeys, and innovative travel technologies. These insights are expected to guide industry players, including hotels, airlines, and tour operators, in designing offerings that cater to the next generation of travelers.

Experiential Dining to Lead Travel Itineraries

One of the most significant trends for 2025 is the growing prominence of culinary tourism. The report states that 60% of Trip.com users have been searching for food-related travel content since early 2024, reflecting an increasing interest in gastronomy-driven experiences.

The study reveals that travelers are particularly drawn to:

Food festivals (62%) – Major culinary events that celebrate local and international flavors.
Hotel dining (60%) – A preferred choice for travelers from Japan and South Korea, who seek a combination of convenience and luxury.
Street food tours (52%) – Popular among urban food enthusiasts in Hong Kong and Singapore, eager to explore authentic, budget-friendly eats.

Different traveler demographics are also influencing culinary tourism. Men show a stronger preference for wine and beer tastings, while women favor hands-on cookery classes. Millennials, in particular, are drawn to interactive food art events, demonstrating a desire for immersive and Instagram-worthy experiences.

Cities such as Tokyo, Paris, and Bangkok are noted as global culinary hotspots, attracting travelers eager to indulge in renowned local delicacies and fine dining experiences. The Trip.Gourmet food guide has been introduced as a dedicated booking platform offering access to over 50,000 restaurants across 300 cities, allowing travelers to navigate their food adventures more seamlessly.

The Growing Influence of Media on Travel Plans

The report also highlights the strong impact of films and television on travel choices. 70% of travelers across the Asia-Pacific region stated that their trip plans have been influenced by media, with Millennials leading the trend at 72%.

Among the most media-inspired travel markets, Malaysia recorded a remarkable 91% of travelers admitting they planned vacations after watching popular shows like Emily in Paris and Running Man. Similarly, in South Korea, 66% of travelers said they were inspired by movies and TV programs, with shows like Culinary Class Wars sparking interest in food-focused travel.

Meanwhile, Thailand’s media landscape has encouraged culinary travel, as programs like MasterChef and Iron Chef continue to inspire audiences to embark on food-driven journeys abroad.

Certain destinations have witnessed a surge in interest due to their connection with film and television. The majestic landscapes of New Zealand, famous for their portrayal of Middle-earth, and the historic allure of Kyoto, Japan, have both drawn fans eager to immerse themselves in their favorite on-screen locations.

Cruise Tourism Gaining Strong Momentum

Cruising is predicted to be one of the fastest-growing travel segments in 2025. The report indicates that travelers are being drawn to scenic sea views, luxury amenities, and all-inclusive onboard experiences.

The study reveals that:

44% of travelers prioritize onboard dining.
38% are attracted to all-inclusive packages.
31% seek cruise entertainment such as live shows and performances.

Among the most popular cruise destinations are Tokyo, Jeju Island, and the Maldives. The findings also indicate that Singaporean travelers place high value on affordability (57%), scenic sea views (52%), and hassle-free, all-inclusive packages (51%).

For older travelers, the cruise industry presents an appealing alternative to traditional vacations, with 62% of Hong Kong respondents aged 55 to 64 expressing a preference for the relaxing ambiance of a cruise journey.

The Rise of Entertainment Travel: Concerts and Sports as Key Travel Drivers

Entertainment-based travel is expected to reach new heights in 2025, with concerts and sporting events becoming major motivators for international trips. The report highlights how the phenomenal success of Taylor Swift’s Eras Tour in 2024 set a precedent for a new wave of concert-driven tourism.

According to the data, 66% of travelers have already planned international trips around live performances, turning concerts into multi-day travel experiences that include sightseeing, cultural exploration, and local dining.

Similarly, sports tourism is experiencing unprecedented growth. Following the popularity of events such as the UEFA Euro and Formula 1, travelers in 2025 are expected to incorporate sports-related trips into their itineraries. Football remains the top sport of interest, followed by basketball and motorsports.

The trend indicates a shift toward immersive travel, where attendees are not only spectators but also explorers, using their event-driven trips to discover new destinations and cultures.

The Role of Social Media in Travel Decision-Making

The impact of social media on travel planning has intensified, with 45% of travelers influenced by viral content on platforms like TikTok. This trend has led to a surge in bookings for highly photogenic locations, such as Tokyo and Bali, which have gained popularity for their “Instagrammable” landscapes and unique cultural experiences.

In response, Trip.com has integrated social-sharing features through its “Trip Moments” platform, enabling users to document and share travel experiences, further fueling community-driven exploration.

Emerging Micro-Trends for 2025

Beyond major travel shifts, several niche trends are also set to gain traction:

Dark Sky Stargazing – 37% of travelers are now planning trips to remote locations for optimal stargazing experiences.
Underwater Hotel Stays – Innovative, immersive lodging experiences are gaining popularity.
AI-Powered Travel Planning – 58% of travelers already use AI tools to tailor travel itineraries.

Trip.com’s AI-driven services, including Trip.Genie, Trip.Best, and Trip.Trends, are designed to provide personalized travel recommendations in real-time, ensuring a seamless and customized journey.

What This Means for the Future of Travel

The insights provided by Trip.com Group highlight a growing demand for personalized, experience-driven, and tech-enhanced travel. As consumers continue to seek unique adventures, travel companies will need to adapt by integrating AI-driven solutions, creating immersive experiences, and embracing entertainment-driven tourism.

By aligning with these emerging trends, businesses in the aviation, hospitality, and tourism industries can better cater to the evolving needs of global travelers, ensuring an enriched and seamless travel experience in the years to come.

For travelers seeking exclusive travel offers, personalized itineraries, and AI-powered recommendations, Trip.com Group’s platforms offer dynamic solutions to enhance every journey.

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