News and Insights
Asian Travel Trends Set to Shape 2025 and Beyond
April 24, 2025
A Q&A with Rafat Ali, CEO and Founder of Skift ahead of Skift Asia Forum 2025 in Bangkok
The future of travel is increasingly being shaped by dynamics in Asia, a region brimming with both opportunities and complexities. This interview with Rafat Ali, CEO and Founder of Skift, offers a compelling look at the key Asian travel trends set to unfold in 2025 and beyond. As Skift prepares to host its Asia Forum in Bangkok, this discussion delves into the critical factors influencing the industry, from the resurgence of major players like China and the rise of India, to the growing importance of niche markets.
Get insight into the evolving landscape, the impact of economic nationalism and the necessity for greater connectivity. The conversation further explores Asia’s leadership in hospitality and technological innovation, particularly in areas like social commerce, payments, and personalization.
Explore the need for travel brands worldwide to understand the nuances of the modern Asian traveler – a demographic that is young, values-driven, and demands seamless, authentic, and sustainable experiences.
FINN: Give us some trends you’re bullish about and any bold predictions for the region, plus any topics on the agenda at the summit that may not be on people’s radar yet globally?
Rafat Ali (RA): We’ve long been bullish on the future of travel moving eastward. That’s why we’re thrilled to return with our Skift Asia Forum in Bangkok this May 14–15, where we’ll unpack the big trends, strategies, and creative brainfood the industry needs to stay ahead in these complex times. I think one big discussion point that has yet to be unpacked by the industry is the long term impact of tariffs and what it means for travel. We will of course cover the latest topics across inbound, what’s happening with China, luxury’s evolution, and online travel trends. As far as a bold—or not so bold—prediction, this will surprise no one: AI.
FINN: Give us your thoughts on how Southeast Asian countries, as well as North Asia with Korea and Japan, are contributing to the global travel recovery?
RA: Since the pandemic, the broader Asia story has only gotten richer. We’ve seen the strength of the North Asia market, especially in Japan. China remains the largest source market for nearly every destination in the region, and India is quickly emerging as one of the strongest global forces in travel—set to play a bigger role in the years ahead. But there’s also a growing need to look to emerging source markets and new traveler segments.
For example, at our Forum, we’re hosting Fazal Bahardeen from CrescentRating, who will share insights on the importance of welcoming Muslim travelers—over 160 million travelers from 30+ countries. It’s a fast-growing segment that people overlook too often.
While everyone is leaning into cultural experiences, we must be cautious not to flatten what makes each destination unique. No one wants a homogenized travel experience. With The White Lotus effect still echoing, Asia has an opportunity to tell a deeper, more dynamic story—pushing broader destinations and showcasing the incredible value it offers. I also hope more brands embrace humor and rightfully push back against the political messiness undermining travel’s connective power.
FINN: What are the economic opportunities in Asia’s rapidly evolving travel market?
RA: One of the biggest opportunities is in multi-generational travel. The sheer scale of youth populations across Asia presents long-term potential—both in terms of future travelers and as talent entering the industry. Younger travelers are the ones discovering destinations through social platforms and influencing buying decisions.
At the same time, Asia is also home to some of the world’s oldest populations. It’s not just about scale—it’s about range. Asia is producing more types of travelers, and the advanced travel platforms—superapps, payments, AI—are central to that evolution. If you’re a global brand not investing in or learning from Asia, you’re simply behind.
FINN: And the challenges?
RA: The biggest issue is volatility at the moment—and the dysfunction economic nationalism creates. Connectivity is another headwind, impacting resilience and adaptability. But things are improving quickly, with airlines expanding their fleets and enhancing long-haul offerings.
Intra-Asia travel has thankfully become a stabilizing force post-pandemic. A key trend we’re following is the rise of Live Tourism—travel driven by sports, music, entertainment, and religious events. However, Asia often lacks the infrastructure to fully capitalize on this demand. Many destinations still need investment in venues, stadiums, and large-scale event spaces. Hopefully, with tariffs shaking up global economies, governments will begin to recognize the power of tourism and invest accordingly.
FINN: What trends are you seeing in hospitality, and how is Asia leading?
RA: Asia has long set global benchmarks for hospitality. Today’s luxury isn’t just about opulence—it’s about emotion, experience, and lifestyle. Many brands are shifting to a more human-centric, experience-led model that builds transformational journeys for guests.
As our contributor Colin Nagy has written, there’s a fundamental shift happening in luxury marketing. Brands are becoming more creative with partnerships that resonate on a deeper level. “Experiences over things” isn’t new, but Asia has all the ingredients to lead on this emotional luxury equation. The rest of the world is paying close attention—and following suit.
FINN: How are emerging innovations in Asia Pacific leading the global market?
RA: Whether it’s payments, messaging, or personalization, Asia iterates faster—driven by digital-native consumers and high demand. That creates an enormous sandbox for brands to test future-forward innovations.
Social commerce in China is already redefining how travel is discovered and booked. The global mainstreaming of this behavior is coming fast, and Western brands will need to catch up.
FINN: What should travel brands outside of Asia know about the modern Asian traveler?
RA: The biggest mistake is treating Asia as a monolith. Tomorrow’s Asian travelers are younger, more values-driven, and expect seamless digital experiences. They want personalization, purpose, and authenticity—with a strong focus on sustainability.
We’re excited to explore all of this and more at Skift Asia Forum next month, as we welcome leaders from hospitality, online travel, tourism, and aviation. Join us in Bangkok—or reach out to our team at Skift if you’d like to learn more.
