Agoda reveals Sapa, Vietnam as Asia’s top emerging destination

International

New Horizons ranking highlights strong growth in international travel interest, with secondary destinations across Asia gaining momentum

Sapa in northern Vietnam has emerged as Asia’s fastest-growing destination for international travelers, according to the latest New Horizons ranking released by digital travel platform Agoda. The scenic mountain town leads a list of rapidly rising destinations, followed by Okayama in Japan, Bandung in Indonesia, Matsuyama in Japan, and Takamatsu in Japan, which together form the top five destinations showing the strongest growth in international travel interest.

Agoda’s New Horizons ranking is published annually and compares accommodation booking positions from the two previous years to identify destinations with the steepest rise in popularity among international travelers across Asia.

Rising stars beyond traditional hotspots

Beyond the top five, Agoda also identifies destinations that entered the ranking of Asia’s top 100 destinations for the first time in 2025. These newcomers include Ko Phangan and Ko Tao in Thailand, as well as Nagano, Nara, Shizuoka, Kagoshima, and Aomori in Japan. Their inclusion points to a broader shift in travel behavior, with visitors increasingly venturing beyond established hotspots in countries such as Thailand and Japan in search of fresh and distinctive experiences.

The data suggests growing interest in destinations that offer regional character, local culture, and a different pace of travel compared with well-known metropolitan centers.

Growing demand for authentic experiences

Jay Lee, Regional Director, North Asia at Agoda, sees this development as a clear signal of changing traveler preferences. “Lesser-known destinations are rapidly emerging as preferred choices for travelers seeking authenticity and immersive cultural experiences. Whether it’s the breathtaking scenery of terraced rice fields in Sapa or the refreshing seaside landscapes of Takamatsu, secondary destinations are capturing a growing share of traveler interest and spending, signaling a shift in the tourism landscape for 2026 and beyond,” he said. “Agoda looks forward to helping travelers explore more hidden gems around the world with great deals on flights, accommodations and activities, wherever their adventures may take them.”

Planning travel for 2026

Travelers planning trips in 2026 can access Agoda’s portfolio of more than six million holiday properties worldwide, over 130,000 flight routes, and more than 300,000 activities and experiences available on the platform. Current offers can be found via the Agoda app or at agoda.com/deals.

With its latest New Horizons ranking, Agoda highlights how international tourism in Asia is becoming increasingly diversified, as emerging destinations gain visibility and appeal alongside established travel icons.