Asia to lead global tourism revival in 2025: Amadeus

APAC to contribute to over 50 pc global tourism growth by 2043
2024-11-28
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/ New Delhi
With USD 196.5 billion, China back as world’s top tourism spender in 2023
Asia to lead global tourism revival in 2025: Amadeus

Amadeus says that China will see influx of millions of visitors due to visa-free policies (Photo: CNTO)

Travel technology firm Amadeus predicts that Asia will lead the global tourism revival in 2025 and that nostalgia, personalisation, iconic destinations and spontaneous connections will shape the future of travel.
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Amadeus, a global travel technology provider, says that Asia will lead the growth in global tourism in 2025 and that the broader Asia-Pacific region will account for more than half the growth in global tourism by the year 2043. These are some of the findings of the Travel Trends for 2025 report, prepared by Amadeus, in collaboration with travel forecasting agency Globetrender.

In a press statement, Amadeus says that the report highlights five transformative trends poised to shape the future of global travel, with Asia playing a pivotal role in driving innovation and growth in the tourism sector.

After years of restricted travel, travellers are excited to rediscover Asia’s cultural treasures. China is opening its doors to millions by expanding visa-free travel, while Thailand’s new digital nomad visas and broader visa-free programme for 93 countries are set to attract a global audience. Pop culture is also driving interest, with the upcoming season of comedy-drama series The White Lotus in Thailand and Squid Game Season 2 are expected to boost travel to South Korea, and renewed curiosity about Japan’s history inspired by the TV series Shōgun.

Amadeus says that adding to this momentum, Spanish airline Iberia has recently launched direct flights between Madrid and Tokyo, making it easier than ever for travelers to explore Japan.

The statement adds that over the next 15 years, IATA has predicted that Asia Pacific will record the fastest rise in passenger numbers and contribute to more than half of the net increase in global passenger numbers by 2043. Amadeus data reflects this momentum as outbound travel from Chengdu, China, surged 66 pc to 35.2 million passengers from 2016 to 2023, while Guangzhou grew 20 pc. Delhi also saw a 31 pc rise with over 30 million outbound passengers in 2023.

“Asia isn’t just recovering, it is redefining itself. Travellers are drawn to the region’s unique ability to balance timeless cultural traditions with modern innovation. In 2025, Asia won’t just be a destination, it will be a global trendsetterAfter a year where change has become the backdrop to daily life, travellers are seeking a deeper connection to people and places more than ever,” says Daniel Batchelor, Vice President, Global Corporate Marketing & Communications, Amadeus.

Daniel Batchelor

“We will see a blend of old favourites and new immersive experiences, with one-of-a-kind stays putting destinations on the map. Asia is set for a tourism revival, while we are also seeing a rise in spontaneous solo travel, as people seek more off-screen, authentic experiences,” Batchelor adds.

Amadeus says that the report also points out that nostalgia is fuelling the rise of ‘new heydays’, with the past taking centre stage. From the comeback of 1990s films and CDs to Gen Z’s love for digital cameras, culture is embracing the retro everywhere you look. In travel, adults are seeking to relive gap years, distant honeymoons and childhood dreams,for example, Airbnb listed a Polly Pocket-inspired rental and the travellers in United States are flocking back to Miami, a Miami Vice era hotspot.

Amadeus predicts that as millennials enter middle age, we will see the revival of the classic caravan and camping holiday. Eurocamp is seeing a huge rise in bookings, with 2024 shaping up to be its best year in five decades. In the US, adult summer camps are also booming, with Club Getaway reporting a 9 pc rise in revenues from its adult segments in 2024 compared to 2023.

In 2025, air travel will reach new heights of personalisation, blending smart tech with customised in-flight experiences. Although many passengers consume content on their own devices, airlines are upping the ante by combining algorithmic entertainment with hyper-personalised in-flight systems that deliver box-fresh content, from movies and TV series to adverts and things to buy, that are tailored to the individual flyer, based on their historic preferences, as loyalty scheme members.

It adds that with high-speed Wi-Fi from providers like SpaceX’s Starlink now available, passengers can stream their favourite content mid-flight just as effortlessly as they would at home. We may also see airlines increasingly loaning VR headsets to passengers in first and business class, in 2024, premium airline start-up Beond began handing out Apple Vision Pros to people flying its Maldives route.

In 2025, hotels are set to make headlines by evolving into destinations in their own right, immersing guests in the local culture, history, and natural beauty of their surroundings. In APAC, trailblazing properties like Capella Ubud in Bali, with its rainforest luxury tents, and the Temple House in Chengdu, which fuses Qing dynasty architecture with modern design, are leading the way. Hoshinoya Tokyo reinterprets the traditional Japanese ryokan experience with tatami rooms and tea ceremonies, while heritage gems like the Eastern & Oriental Hotel in Penang, Malaysia, celebrated for its colonial elegance, offer authentic cultural and historical experiences in breathtaking settings. These unique stays are redefining what it means to travel.

Amadeus says that facing digital fatigue, travellers are closing their apps and opening their passports, using travel to make new friends and even find romance in real life. According to Amadeus booking data, solo leisure travel soared by 15.6 pc in 2023 compared to the previous year, with a further 9.2 pc rise so far in 2024.

The 2025 trends report predicts a wave of group and solo adventures designed to spark genuine connections. This is prompting the rise of apps such as Hello Strangers, which organises dinners with five strangers, carefully selected through personality-matching algorithms, and Plate Culture, which offers travellers the chance to savor authentic local cuisine in the homes of local hosts. Festival tourism is on the rise in APAC, offering travellers opportunities to connect over shared cultural and social interests. Events like the Bali Arts Festival in Indonesia and the Holi Festival in India attract both locals and international visitors, fostering communal experiences and cultural exchange.

Jenny Southan

“It is important to predict the changing ways people are exploring the world, and the forces of influence that are determining their decisions. Partnering with Amadeus in producing this 2025 Travel Trends report means that together we can help businesses successfully anticipate the needs and demands of tomorrow’s travellers. For consumers themselves, who are under pressure to keep finding joy in a volatile world, it is no surprise to see people looking to the ‘good old days’ when life was simpler, and turning to traditional means of making human connections, in spite of the ascent of artificial intelligence and other sci-fi technology,” says Jenny Southan, Founder and CEO, Globetrender.

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