Agoda reveals Asia’s top rural destinations as travelers seek highland escapes

International

From Malaysia’s Cameron Highlands to Japan’s Fujikawaguchiko, rural retreats across Asia are drawing more visitors looking for culture, nature and a slower pace of life

Digital travel platform Agoda has released its ranking of Asia’s most popular rural destinations, based on millions of accommodation searches between February and August 2025. The Cameron Highlands (Malaysia) top the list, followed by Khao Yai (Thailand) and Puncak (Indonesia). Other high-ranking locations include Fujikawaguchiko (Japan), Kenting (Taiwan), Sapa (Vietnam), Munnar (India), and Pyeongchang-gun (South Korea).

These highland and countryside destinations are gaining momentum as travelers move beyond urban hotspots in search of authenticity, landscapes and cultural immersion. The trend reflects a broader demand for experiences that combine wellness, sustainability and local connection.

Highlights of the top destinations

· Cameron Highlands, Malaysia: Famous for tea plantations, flower gardens and hiking trails.

· Khao Yai, Thailand: Home to Thailand’s oldest national park, waterfalls and safaris.

· Puncak, Indonesia: A cool-climate retreat with mountain views, markets and paragliding.

· Fujikawaguchiko, Japan: Gateway to Mount Fuji, hot springs and seasonal festivals.

· Kenting, Taiwan: Coastal national park with beaches, reefs and water sports.

· Sapa, Vietnam: Terraced rice fields, ethnic minority villages and trekking routes.

· Munnar, India: Tea plantations, wildlife sanctuaries and misty mountain scenery.

· Pyeongchang-gun, South Korea: Olympic heritage, winter sports and year-round outdoor adventure.

Voices from Agoda

“Agoda is thrilled to highlight these rural destinations that offer travelers a chance to experience the heart and soul of Asia,” said Jun Dong, Associate Vice President. “Whether it’s escaping city life or exploring small-town charm, our platform makes it easy to book flights, stays and activities all in one place.”

Tourism potential

With Asia’s rural and highland regions stepping into the spotlight, destinations gain opportunities to diversify their tourism offer, attract off-season travelers, and promote sustainable experiences rooted in local culture.

Agoda lists over 6 million holiday properties, 130,000 flight routes and 300,000 activities, available for seamless booking via app or website.

For more information, visit Agoda.com.