Indian travellers are choosing Asia this summer season.
This summer, Indian travellers are choosing Asian destinations. Interest is influenced by exposure to Korean dramas, Japanese design and Asian street food, making these destinations more familiar while still offering new experiences.
International Trends
Increased search demand for Japan and South Korea. Osaka (+85%), Tokyo (+90%), Busan (+95%). Continued demand for Southeast Asia: Kuala Lumpur (+50%), Bangkok (+35%). Contributing factors: pop culture exposure (K-dramas, Japanese design), food interest, and shorter travel durations.
Domestic Travel
- Increased interest in destinations beyond common tourist cities.
- Thiruvananthapuram (+90%), Jaipur (+70%), Meghalaya (+70%), Puri (+30%).
- Key factors: preference for nature, heritage sites, and cultural experiences.
Gen Z Leading Demand
- Represents 40% of total searches, with ~60% year-on-year growth.
- Travel decisions influenced by concerts, festivals, cultural events, and food-related activities.
- Travel type distribution: group/family (60%), duo trips (30%).
Overall Shift
- Indian travellers are shifting away from standardised destinations toward personalised, culturally immersive travel. Asia is preferred due to accessibility, lower cost, and a wide range of experiences; it is a leading choice for summer 2026. Overall trend indicates a move toward experience-focused travel, with Gen Z influencing demand and Asia serving as a practical option for short-duration trips.
