Traveloka booking data points to growing interest in lesser-known East Asian destinations among Southeast Asian travellers. Jeju, Fukuoka, Hangzhou, Chengdu and Xiamen are gaining ground among travellers from Singapore, Indonesia, Vietnam, Thailand and Malaysia.
The findings are based on year-on-year flight and hotel booking data from Traveloka. Each market shows a different destination preference.
Jeju stands out among Singapore travellers, while Fukuoka is attracting more visitors from Indonesia. Meanwhile, Hangzhou is gaining popularity in Vietnam, Chengdu in Thailand and Xiamen in Malaysia.
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Japan: Fukuoka Attracts More Indonesian Travellers
Fukuoka is seeing increased demand from Indonesia. Flight bookings have risen by more than 20% year-on-year, while hotel bookings have grown by close to 75%.
The city offers a mix of food and outdoor attractions. Visitors can explore its traditional yatai food stalls around Tenjin and Nakasu in the evening. During the day, Ohori Park offers a lake and garden setting.
The oyster huts in Itoshima also provide another dining experience outside the city centre.
South Korea: Jeju Gains Ground in Singapore
Jeju has recorded a significant increase in demand from Singapore. Traveloka reports that flight bookings have doubled among its Singapore users.
The growth in direct flight connections has also improved access to the island.
Unlike a Seoul-focused itinerary, Jeju offers coastal scenery and volcanic landscapes. One of its main attractions is Seongsan Ilchulbong, a volcanic cone rising above the sea.
The site offers views of its crater and surrounding coastline.
China: Hangzhou, Chengdu and Xiamen Gain Popularity
Demand for Chinese destinations is also increasing across Southeast Asia. However, different cities are attracting travellers from different markets.
Hangzhou is gaining popularity among Vietnamese travellers. According to Traveloka’s Q3 Traveloka SEA Index, flight and hotel bookings from Vietnam have more than doubled year-on-year. The company attributes the increase partly to the introduction of new routes.
The city is known for West Lake, a UNESCO World Heritage Site. Its landscape includes causeways, gardens and pagodas, surrounded by wooded hills.
In Thailand, Chengdu has doubled its share of China’s flight and accommodation bookings. Traveloka attributes part of the growth to the city’s visibility on social media.
Chengdu is also recognised as a UNESCO City of Gastronomy. Its spicy Sichuan cuisine is among the attractions drawing interest from Thai travellers.
Meanwhile, Xiamen is attracting more Malaysian travellers. Its share of China’s flight bookings has more than doubled.
Nearby Kulangsu, also known as “Piano Island”, offers car-free streets and well-preserved colonial-era architecture. The island is also home to the world’s largest piano museum.
Traveloka Identifies Changing Regional Travel Preferences
Alex Jung, Head of Marketing at Traveloka, said: “East Asia is a kaleidoscope of travel opportunities, and the destinations gaining ground vary across Southeast Asia. The region is steeped in history and cultural experiences, and Jeju, Fukuoka and Hangzhou, are just a few of many fresh new ideas for travelers looking for something different.”
Jeju and Hangzhou also topped the international destination lists for Singapore and Vietnam, respectively, in the Q3 2026 Traveloka SEA Index.
However, the figures in this article come from a separate year-to-date analysis. The Q3 Index itself covers the period from July to September.
Traveloka’s 11.11 Sale Features East Asian Destinations
Traveloka is also promoting East Asian travel through its 11.11 Epic Sale, running from November 3 to 12.
The campaign covers eight markets: Indonesia, Thailand, Vietnam, Malaysia, Singapore, Australia, Japan and South Korea. Its regional destination focus includes China, Japan and South Korea.
Among the advertised offers are:
- Indonesia: Up to 80% off flights to China, Japan and South Korea.
- Thailand: Up to THB 11,000 off flights to China, Japan and Taiwan region.
- Singapore: Additional discounts of up to 25% on hotel flash sales.
The promotion provides booking offers across the participating markets, as Traveloka highlights destinations gaining attention among Southeast Asian travellers.
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