Vietnam’s mountain town of Sapa has been named Asia’s fastest-growing destination for international travellers, according to Agoda’s latest New Horizons ranking, highlighting a sharp shift in traveller demand toward lesser-known, experience-led locations across the region.
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The annual ranking, released by digital travel platform Agoda, tracks changes in accommodation booking positions over the past two years to identify destinations showing the strongest growth in international travel interest.
Asia’s Rising Travel Stars
Sapa leads Agoda’s 2025 New Horizons ranking, followed by a strong showing from Japan and Southeast Asia. The top five fastest-growing destinations for international travellers in Asia are:
- Sapa, Vietnam
- Okayama, Japan
- Bandung, Indonesia
- Matsuyama, Japan
- Takamatsu, Japan
The results underline growing appetite for destinations that combine culture, nature and local identity, rather than established mass-tourism hotspots.
New Destinations Break into Asia’s Top 100
Beyond the top five, several destinations have entered Agoda’s Top 100 Asian Destinations for 2025 for the first time, reflecting rapidly rising international interest.
Newcomers to the list include:
- Ko Phangan, Thailand
- Ko Tao, Thailand
- Nagano, Japan
- Nara, Japan
- Shizuoka, Japan
- Kagoshima, Japan
- Aomori, Japan
Even in highly visited markets such as Thailand and Japan, travellers are increasingly choosing secondary cities and regional destinations in search of new experiences.
Why It Matters
Agoda’s data points to a clear shift in travel behaviour heading into 2026:
- Authenticity over icons: Travellers are prioritising cultural depth and natural landscapes
- Secondary destinations gain ground: Regional cities and islands are capturing a growing share of demand
- Spending spreads more evenly: Tourism growth is extending beyond traditional gateways
This trend is reshaping destination marketing strategies across Asia, as governments and tourism boards invest in promoting lesser-known regions.
A Shift Toward Immersive Travel
Commenting on the findings, Jay Lee, Regional Director for North Asia at Agoda, said travellers are increasingly drawn to places offering immersive and distinctive experiences.
“Lesser-known destinations are rapidly emerging as preferred choices for travelers seeking authenticity and immersive cultural experiences. Whether it’s the breathtaking scenery of terraced rice fields in Sapa or the refreshing seaside landscapes of Takamatsu, secondary destinations are capturing a growing share of traveler interest and spending.”
Agoda added that it aims to support this shift by offering travellers access to competitive deals on flights, accommodation and activities in both established and emerging destinations.
At a Glance
- Fastest-growing destination: Sapa, Vietnam
- Ranking: Agoda New Horizons (2025)
- Trend: Rising international demand for secondary and emerging destinations
- Notable newcomers: Ko Phangan, Nagano, Nara, Ko Tao
- Outlook: Strong growth in experiential and regional travel across Asia
As international travel continues to evolve, Asia’s next wave of tourism growth is increasingly being driven by destinations that offer something different — and Sapa is leading the way.
Also read South Korean Travel Soars: Japan Dominates as Vietnam’s Islands See Record Demand
