Southeast Asian travelers discover new destinations in Japan, China and South Korea - Get updated on what's happening in tourism!

Travelers from Southeast Asia are increasingly looking beyond East Asia’s traditional tourism gateways, according to new booking data released by travel platform Traveloka on November 9, 2026. Destinations including Fukuoka in Japan, Jeju Island in South Korea and several Chinese cities are gaining ground in flight and accommodation bookings. The findings highlight how travel preferences differ across Southeast Asia’s major outbound markets.

Traveloka’s year-on-year analysis identifies distinct destination trends in five countries. Indonesian travelers are showing growing interest in Fukuoka, while Jeju is attracting more bookings from Singapore. In China, Hangzhou is gaining popularity among Vietnamese travelers, Chengdu is performing strongly in Thailand, and Xiamen is emerging as an increasingly attractive destination for Malaysians. The results suggest that regional demand is becoming more geographically diverse rather than concentrating exclusively on established destinations such as Tokyo, Seoul and China's largest metropolitan centers.

The figures are based on Traveloka’s own booking activity and therefore reflect developments within the platform rather than the entire outbound travel market. Nevertheless, the simultaneous growth of flight and hotel bookings in several destinations provides an indication of changing travel patterns. Improved air connectivity, distinctive cultural experiences and greater visibility through social media are among the factors associated with the emerging destinations.

Fukuoka and Jeju attract growing demand

Japan’s southern city of Fukuoka is becoming an increasingly popular destination among Indonesian travelers. According to Traveloka, flight bookings from Indonesia increased by more than 20% year on year, while hotel bookings rose by nearly 75%.

Located on the island of Kyushu, Fukuoka offers an alternative to Japan’s more heavily visited metropolitan destinations. Its attractions include traditional yatai street-food stalls in the Tenjin and Nakasu districts, Ohori Park and the coastal landscapes around Itoshima, known for its seasonal oyster huts.

The difference between flight and hotel booking growth suggests that accommodation demand on the platform is developing particularly strongly, although the data does not establish whether this reflects longer stays, changes in booking behavior or other factors.

South Korea’s Jeju Island is recording similarly notable growth among Singaporean travelers. Traveloka reports that flight bookings from Singapore have doubled, supported by improved accessibility through direct air services.

Jeju offers a tourism experience distinct from Seoul’s urban attractions. Its volcanic landscapes, coastal scenery and natural landmarks include Seongsan Ilchulbong, a volcanic tuff cone overlooking the sea. The island also ranked among Singaporean travelers’ leading international destinations in Traveloka’s third-quarter 2026 Southeast Asia Index.

Chinese destinations gain different source markets

China is experiencing a particularly varied pattern of demand across Southeast Asia, with different cities appealing to travelers from Vietnam, Thailand and Malaysia.

Hangzhou, the capital of Zhejiang province, has emerged as a strong performer in Vietnam. Following the introduction of new air routes, both flight and accommodation bookings through Traveloka more than doubled year on year.

The city is best known for West Lake, a UNESCO World Heritage landscape featuring historic gardens, pagodas, causeways and wooded hills. Hangzhou also ranked among the leading international destinations for Vietnamese users in Traveloka’s third-quarter index.

In Thailand, Chengdu has benefited from growing visibility on social media. The Sichuan provincial capital recorded a doubling of its share of China-related flight and accommodation bookings on the platform.

Chengdu’s culinary identity is an important part of its appeal. Recognized by UNESCO as a Creative City of Gastronomy, the city is associated with Sichuan cuisine and its distinctive use of chili peppers and Sichuan peppercorns.

Malaysia presents another pattern. Xiamen, a coastal city in Fujian province, has more than doubled its share of China flight bookings among Malaysian Traveloka users.

One of its principal attractions is Kulangsu, also known as Gulangyu, a UNESCO-listed island with historic architecture, pedestrian streets and a longstanding musical heritage. Its combination of coastal scenery and cultural attractions offers a different experience from China's larger urban centers.

New opportunities for destination marketing

The findings indicate that Southeast Asia’s outbound travel market cannot be treated as a single group with uniform preferences. While Japanese destinations are gaining traction in Indonesia and South Korea is attracting Singaporean travelers, Chinese cities are developing distinct positions in individual source markets.

For destination marketing organizations, airlines and tourism operators, these differences may offer opportunities to develop more targeted products and promotional strategies. Improved direct connections can make previously less accessible destinations more attractive, while food tourism, cultural heritage and natural landscapes provide additional reasons to travel beyond established gateways.

Traveloka’s analysis also illustrates the importance of distinguishing between different booking indicators. The company’s third-quarter Southeast Asia Index covers July to September 2026, whereas the destination-share figures released in November are based on a separate year-to-date comparison.

As a result, the reported increases should not be interpreted as comprehensive visitor-arrival statistics. They nevertheless provide useful evidence of growing interest in destinations that have traditionally received less attention than East Asia’s major international tourism centers.

For the travel industry, the emerging pattern points towards a more diversified regional tourism market, with opportunities for destinations that combine improved accessibility with distinctive local experiences.

Image Credit: AI generated illustration