Klook and Visa partner to support experience-led travel in Southeast Asia

Travel planning is undergoing a structural shift toward ‘experience-led travel,’ where consumers prioritize specific activities and local experiences over selecting a destination first. Research indicates that travelers are increasingly choosing destinations based on the activities available, such as outdoor adventures or unique local tours. This trend is reflected in the global travel experience economy, which is estimated to be worth between $1.1 trillion and $1.3 trillion.

To address this shift, Klook and Visa have entered a partnership across six Southeast Asian markets: Singapore, Malaysia, Thailand, Indonesia, the Philippines, and Vietnam. Through a Memorandum of Understanding, the companies will integrate Klook’s travel experiences with Visa’s payment network. The collaboration includes creator programs, cardholder offers, and the inclusion of Klook within the Visa Destinations platform.

Data from Visa and Klook suggests that the Asia-Pacific region is a significant driver of this trend, with 37% of respondents planning trips around unique local experiences. Furthermore, more than half of Asia-Pacific travelers no longer begin their holiday planning with a fixed destination in mind.