Agoda travel data shows shifting tourism trends in Asia

New search data from digital travel platform Agoda highlights shifting travel preferences in Asia. For Malaysian travelers during the Merdeka and school holiday period, there is a trend toward shorter, two-day getaways. Top searched domestic destinations include Kota Kinabalu, Langkawi, and Kuantan, with Kota Bharu seeing a significant search increase of approximately 3.6x compared to the same period in 2025.

On an international scale, Agoda's data for European travelers looking toward Asia shows that Thailand remains the most-searched Asian destination for the second consecutive year. Indonesia has moved into second place, followed by Japan in third. Within specific cities, Bangkok and Bali remain the top two most popular destinations. Other notable trends include Vietnam rising to fourth place and Malaysia rounding out the top five most-searched Asian destinations for Europeans.