December 28, 2025 | 06:39 pm
TEMPO.CO, Jakarta - Agoda has released its "Agoda 2026 Travel Outlook Report," predicting key travel trends across Asia for the coming year. Published on December 18, 2025, the report identifies a significant shift in traveler behavior, characterized by a preference for domestic travel and the rising popularity of secondary destinations.
Agoda’s data indicates that accommodation searches for secondary cities in Asia grew 15 percent faster than for primary destinations over the last two years. In the first half of 2025, these secondary locations accounted for 34 percent of Agoda’s total search volume.
Andrew Smith, Agoda's Senior Vice President of Supply, stated that this shift is not merely a short-term trend but a fundamental change in tourist priorities. "Secondary cities are no longer hidden gems; they have become the travel growth engine of Asia," Smith noted, advising businesses to capitalize on this surging demand.
According to the report, several factors are driving this preference, including unique cultural experiences, lower costs, targeted promotions, and an increased interest in nature-based activities.
In Indonesia, interest in secondary destinations skyrocketed, with searches and bookings seeing a 57 percent annual increase in 2025, outpacing the growth of primary tourist hubs. The report specifically highlighted a 35 percent increase in domestic tourists to Riau in 2025, while the Thousand Islands (Kepulauan Seribu) recorded a 13 percent growth in foreign visitors.
Smith attributed the surge in Riau primarily to the viral "Pacu Jalur" traditional rowing festival, which gained massive traction through the "aura farming" trend on social media. "This is a testament to the power of digital narratives and social media conversations, particularly on TikTok," Smith explained.
In addition to social media influence, Smith credited the "Wonderful Indonesia" campaign for effectively highlighting secondary destinations like Riau to both local and global audiences.
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