Visa study: Asia Pacific travellers favour familiar trips

Visa has released findings from its 2026 Global Travel Intentions study on travel behaviour in Asia-Pacific, based on a survey of more than 17,000 respondents in the region.

The research found that travellers across the Asia-Pacific are leaning towards familiar destinations, using digital tools more often to plan trips, and leaving parts of their itineraries open until after arrival.

Most respondents stayed within the region on recent trips. Some 63% said they travelled to destinations in the Asia-Pacific, ahead of Central Europe, the Middle East and Africa at 16%, Europe at 13% and North America at 6%.

Japan was the leading destination for both recent and planned travel. It was named by 19% of respondents as a recent destination, while 28% said they planned to visit in the next 12 months.

Australia ranked second, followed by Hong Kong, South Korea and Thailand. The findings suggest travellers are favouring destinations that are closer to home and more familiar.

At the same time, destination choice is not based only on convenience. Around 37% of Asia Pacific respondents said they planned trips around unique local experiences, particularly food and culture, compared with a global average of 29%.

One in four respondents also said they would travel for major live entertainment and sporting events. This suggests travellers are choosing established destinations while still seeking specific experiences once they decide to travel.

Planning habits

The study found that travellers in the region are taking a more structured approach before departure. Accommodation was the booking most likely to be arranged in advance, with 79% saying they secured it before their trip.

Experiences were less likely to be fixed early. Only 51% said they booked activities before travelling. While dining and transport decisions were usually made later, 72% of dining choices and 65% of transport choices were made after arrival.

This suggests travellers are locking in the essentials while leaving room to adapt on the ground. It also points to a preference for flexibility over fully scheduled itineraries.

AI use rises

Artificial intelligence is also playing a larger role in travel research. Nearly half of respondents (49%) said they use AI tools to discover destinations and travel ideas, making it the most common use cited in the survey.

Other uses included gathering and curating travel reviews and recommendations, mentioned by 41% of respondents, and finding local tours and experiences, cited by 35% of respondents. The findings place AI alongside travel websites and social media in the planning process for many travellers.

Payment issues also remained central to pre-trip checks. Security was the top payment concern, cited by 33% of respondents, followed by card acceptance at 27%.

Digital payment methods appear to be widely embedded in travel habits. The study found that 73% of respondents said they bring cards or mobile wallets when they travel.

Danielle Jin, Chief Marketing Officer, Visa Asia Pacific, commented on the findings.

"The latest Global Travel Intentions study affirms the importance of travel to Asia Pacific. Travel is not slowing - it is becoming more planned, purposeful, and intentional. As digital-first travellers seek familiar sights and plan more practically, what matters is how destinations, businesses, and issuers enable every traveller to explore the places they love in their own way, from using AI to help travellers pursue their passions, values, and aspirations to delivering secure and seamless payment experiences at every stage of their journeys," said Jin.

The wider study was conducted among more than 47,000 respondents worldwide as part of Visa's long-running survey of travel patterns and preferences. In the Asia Pacific, the results point to travellers who are still willing to spend on trips, but are making choices more cautiously, checking practical details more closely and relying on familiar places and digital planning tools.

The survey also shows that while travellers are becoming more deliberate before departure, they are not necessarily seeking rigid schedules once abroad. Instead, they are booking the core parts of a trip early and leaving discretionary spending and day-to-day decisions until they are on the ground, with 72% of dining choices and 65% of transport choices made after arrival.