The 2025 Labour Day holiday has ignited a remarkable travel boom across the Asia-Pacific, with Trip.com Group reporting double-digit growth in cross-border bookings compared to the previous year, according to a recent announcement. The extended holiday periods, including China’s five-day Labour Day break (May 1-5) and Japan’s Golden Week (April 29-May 6), have driven a significant uptick in travel demand, particularly from key markets such as China, Japan, South Korea, and Vietnam. This surge highlights evolving traveler preferences for immersive, diverse, and culturally rich experiences, with Trip.com Group noting a strong recovery in regional tourism.
Top Destinations and Travel Trends
Popular destinations for 2025 include Japan, China, South Korea, Thailand, Malaysia, Vietnam, Singapore, Indonesia, Australia, and the Philippines. Urban centers like Tokyo, Osaka, Seoul, Hong Kong SAR, Bangkok, and Singapore remain traveler favorites, with Tokyo topping the list for its vibrant culture and accessibility. Notably, travelers are increasingly opting for multi-city itineraries, with a 60% year-on-year increase in bookings for trips covering two or more cities. Examples include combinations like Chengdu and Chongqing in China, Kyoto and Osaka in Japan, or Seoul and Busan in South Korea, reflecting a desire for diverse regional experiences within a single trip.
Shift Toward Nature and Unique Accommodations
The holiday period has also seen a dramatic shift toward nature-based and unique accommodations. Trip.com Group reported triple-digit booking growth for villas, apartments, and traditional inns in scenic destinations such as Bali, Indonesia, and South Korea’s lakes and mountainous regions. Coastal and nature-rich areas are particularly popular, with travelers seeking serene escapes alongside cultural exploration. This trend underscores a growing preference for destinations that blend natural beauty with authentic local experiences.
Culinary and Event-Driven Tourism
Food tourism is another key driver, with a 20% increase in culinary-related searches on Trip.com’s platforms. Japanese cuisine, particularly in cities like Osaka and Tokyo, is a major draw, with travelers seeking out authentic dining experiences ranging from sushi to street food. Event tourism is also surging, with double-digit growth in bookings tied to concerts and cultural events, notably K-pop concerts in Japan and music festivals across the region. This reflects a broader trend of travelers prioritizing experiential and entertainment-focused trips.
Regional Highlights
- Vietnam: Domestic bookings have soared by nearly 190% year-on-year, fueled by an extended holiday period and improved travel policies. Cross-border travel from Vietnam has also risen by over 150%, with destinations like Japan and South Korea leading the way.
- South Korea: Similar to Vietnam, South Korea reported a 190% increase in domestic bookings and over 150% growth in cross-border travel, driven by favorable holiday timing and a strong appetite for regional exploration.
- China and Japan: As major outbound markets, both countries are seeing robust demand for travel within Asia-Pacific, with Japan’s Golden Week and China’s Labour Day break acting as catalysts for multi-destination trips.
Evolving Traveler Preferences
The data from Trip.com Group highlights a shift in how Asia-Pacific travelers approach holidays. Beyond traditional city-based tourism, there’s a clear pivot toward nature, culture, and unique experiences. The rise in multi-city itineraries suggests travelers are maximizing their time by exploring diverse regions within a single trip. Additionally, the preference for villas and inns over conventional hotels points to a demand for personalized, immersive stays that connect travelers with local environments and communities.
Looking Ahead
The strong performance during the 2025 Labour Day holiday signals a continued recovery and evolution of the Asia-Pacific travel industry. Trip.com Group’s insights suggest that travelers are increasingly prioritizing flexibility, cultural immersion, and unique experiences, trends likely to shape the region’s tourism landscape throughout the year. As policies continue to support cross-border travel and holiday periods align favorably, the Asia-Pacific is poised for sustained growth in both domestic and international tourism.