Agoda Highlights Rise of Asia’s Secondary Destinations Ahead of World Tourism Day
Singapore, 16 September 2025 – Digital travel platform Agoda is spotlighting the growing appeal of secondary destinations this World Tourism Day. As travelers increasingly seek unique experiences, Agoda notes a rise in accommodation searches for these lesser-known locales, even outpacing traditional hotspots. This trend not only has the potential to enrich the travel experience but could also unlock economic opportunities for local communities, according to the company.
Agoda’s data reveals that travelers are increasingly searching for secondary destinations, and at a pace 15% faster than top tier destinations compared to the same period in 2023. This shift is evident in some of Asia’s most popular tourism markets, like India, Indonesia, Japan, Malaysia, and Thailand, where tourism ministries actively promote secondary destinations.
Omri Morgenshtern, CEO of Agoda shared: “From India’s UDAN scheme designed to develop regional airports1to Indonesia’s Super Priority Tourism Destinations initiative2 and Malaysia’s secondary destination investment zones3, markets across Asia are capitalizing on the opportunity to drive the tourism dollar beyond tourist hotspots.”
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According to Agoda data, increased awareness and investment is paying off. Compared with 2023, 2025 saw faster growth in searches for Asia’s secondary destinations than for top-tier ones, with increases of 57% in Indonesia (28pp faster than Tier 1), 19% in India (5pp), 74% in Japan (30pp), 39% in South Korea (6pp), 22% in Malaysia (3pp), and 15% in Thailand (9pp).
As a digital travel platform, Agoda plays a key role in promoting Asia’s secondary cities by enabling properties in rural areas to transition to digital platforms, increasing their visibility and accessibility. By partnering with Destination Management Organizations, Agoda leverages its extensive data insights and marketing channels to highlight lower-profile destinations.
Morgenshtern continued, “The increasing popularity of secondary destinations provides an opportunity to create a more prosperous travel industry and boost local economies. Agoda is proud to supportthis transformation by raising the profile of these locations to a global audience as we know spreading the tourism dollar more widely brings a wide range of benefits to communities.”
In celebration of World Tourism Day, Agoda is launching a special sales campaign. Running from September 24 to October 8, the World Tourism Day sale will offer up to 60% off hotel bookings, with special flash sales on September 27 and October 6 offering up to 70% off, along with exclusive deals on flights and activities. Agoda VIP members will receive early access to deals from September 21 to 23. Discover more at Agoda.com and find the best deals on Agoda’s mobile app.
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