By 2026, Northeast Asia’s online travel bookings will exceed $30 billion, fueled by AI and digital adoption, per Phocuswright
Mar 13, 2025
The region’s travel industry is experiencing a transformative period, with gross bookings expected to reach $60.3 billion by 2027. Japan has emerged as the most-visited destination in Asia, surpassing Thailand, while South Korea, Taiwan, and China continue to play key roles in outbound travel. The rapid return of Chinese travelers is also influencing travel patterns across the region. The WiT Japan & North Asia event will explore how technology and changing demographics are shaping the next generation of travel.
Key takeaways
- Surging online bookings: Northeast Asia’s online travel market will hit $30 billion by 2026, with online penetration reaching 57%;
- Digital and AI impact: The shift to e-commerce and AI-driven travel services is reshaping the industry;
- Japan Leads in tourism: Japan became Asia’s top tourist destination in 2024, with 36.87 million visitors and a goal of 60 million by 2030;
- South Korea’s strong outbound travel: Koreans take the most outbound trips in Asia, with over 30% choosing Japan;
- China’s rebound: Chinese travel demand is picking up, benefiting South Korea, Hong Kong, and Macau;
- Growing US market to Japan: American tourists to Japan increased by over 33% in 2024, reflecting global interest.
Get the full story at Phocuswright
