Accommodation search data from December 2025 shows Tokyo retaining first place for Lunar New Year travel, with Bangkok close behind and Taipei entering the top three for the first time—signaling shifting traveler preferences as the Year of the Horse encourages more exploratory, cross-border trips across Asia.
How the Rankings Were Compiled
Agoda analyzed accommodation search behavior in December 2025 and compared it with the same period in 2024 for check-ins during the Lunar New Year holiday window.
Key takeaways from the methodology:
- Rankings are based on year-on-year changes in accommodation searches.
- Data reflects intent to travel rather than completed bookings.
- Focus is on intra-Asia travel demand during the peak Lunar New Year period.
Top 10 Lunar New Year Destinations in Asia
- Tokyo, Japan – retained top position
- Bangkok, Thailand – remained a leading regional hub
- Taipei, Taiwan – entered the top three for the first time
- Osaka, Japan – held fourth place
- Seoul, South Korea – ranked fifth
- Fukuoka, Japan – sixth position
- Kuala Lumpur, Malaysia – new entrant at seventh
- Sapporo, Japan – slipped one place to eighth
- Singapore – remained in the top ten
- Hong Kong – continued to attract strong interest
Travel Behavior: What the Year of the Horse Is Shaping
The Year of the Horse traditionally symbolizes energy, movement, and adventure—traits that align with the observed search behavior:
- Greater willingness to explore new destinations (e.g., Taipei and Kuala Lumpur rising in rankings).
- Continued demand for established urban gateways like Tokyo, Bangkok, and Singapore.
- Strong performance of multiple Japanese cities, indicating sustained regional appeal.
Industry Perspective
Andrew Smith, Senior Vice President, Supply at Agoda, noted that Lunar New Year continues to be one of Asia’s most significant travel periods, blending family reunions with leisure travel. He highlighted that travelers are balancing traditional favorites with emerging city choices during the holiday peak.
Why It Matters
- Signal of demand recovery and redistribution: Growth in cities like Taipei and Kuala Lumpur suggests travel demand is broadening beyond the usual top-tier hubs.
- Strategic insight for hoteliers and destinations: The data helps destinations anticipate seasonal pressure points and tailor marketing, pricing, and capacity planning.
- Indicator of evolving traveler preferences: The mix of established and rising cities reflects a more experience-led approach to Lunar New Year travel.
- Implications for air routes and accommodation supply: Strong multi-city demand—especially in Japan—supports continued route expansion and inventory investment.
At a Glance
- Tokyo remains Asia’s most searched destination for Lunar New Year.
- Taipei enters the top three for the first time.
- Japan dominates with four cities in the top ten.
- Kuala Lumpur debuts on the list, signaling broader regional interest.
- The Year of the Horse appears to be encouraging more exploratory travel patterns.
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