Booking growth across Asia-Pacific’s emerging destinations has accelerated this autumn, according to new data from Trip.com Group, with Chiang Mai, Surabaya and Busan among the fastest-growing cities in the region. The figures also show Japan dominating the world’s autumn foliage rankings, securing 11 of the top 12 places. Disclosure: This page contains affiliate link. We may earn a commission at no extra cost to you.
Chiang Mai Leads City-Level Booking Growth
Chiang Mai recorded the highest city-level booking growth across Asia-Pacific, rising 84.3% year-on-year, according to the company. It was followed by Surabaya (+63.1%), Busan (+62.7%), Manila (+55.1%) and Jakarta (+38.1%).
Travellers from Mainland China accounted for much of the bookings across these five cities. According to Trip.com Group, demand was concentrated around affordable, short-haul travel experiences, alongside growing interest in exploring a wider range of destinations.
South Korea Sees Demand Beyond Seoul
Demand in South Korea extended beyond the capital. Bookings in Busan rose 62.7% and Jeju City 31.4% year-on-year. Seoul remained a major travel hub, recording a further 37.1% increase in the same period, pointing to demand across the country’s destinations.
Japan Dominates Autumn Foliage Rankings
Japan secured 11 of the world’s top 12 spots in Trip.Best’s 2026 Global Top 50 Autumn Foliage Attractions. Kyoto’s Arashiyama claimed first place globally, followed by Kiyomizu-dera Temple and Tōfuku-ji Temple. Tokyo’s Shinjuku Gyoen National Garden and Osaka Castle Park completed the top five.
Gen Z Posts Strongest Booking Growth
Gen Z recorded double-digit year-on-year growth in flight bookings, the strongest of any generation, according to the data. Boomers and Gen X also posted double-digit gains. Millennials remained the largest traveller segment, accounting for nearly half of hotel and flight bookings.
Longer Stays and Multi-City Trips
Travellers are spending longer at their destinations, with average hotel stays in Mainland China increasing to slightly over two nights. In Mainland China, 62.7% of bookings covered two or more cities, reflecting interest in exploring beyond a single destination.
Autumn Content Drives Engagement on Trip.Moments
Autumn travel inspiration is gaining momentum on Trip.Moments, Trip.com’s traveller community platform. Autumn-viewing posts surged 203% year-on-year and 242% month-on-month to 2,497 in September. Comments rose 616% year-on-year and 1,404% month-on-month to 12,457. Interest continued into October, with daily comments peaking at 1,415 on 6 October.
AI Tool Aims to Support Discovery-to-Booking Journey
As travellers increasingly turn to digital platforms for inspiration, Trip.com is enhancing the journey from discovery to booking with its AI-powered Trip Discovery Agent. The feature, rolling out in stages, helps travellers discover and compare destinations. Initially available in English and Traditional Chinese, it can be accessed by pulling down on the Home or Trips page of the Trip.com app.
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