As travel preferences evolve in 2025, a notable shift is emerging: travellers are increasingly seeking authentic experiences in less-crowded, culturally rich destinations. This trend is steering attention away from traditional tourist hotspots towards Asia's "secondary cities" – urban centres that offer unique cultural insights without the overwhelming crowds.

Kanazawa, Japan: Little Kyoto without the crowds

Kanazawa Castle, originally constructed in the early 17th century, showcases impressive Edo-period architecture and meticulously landscaped gardens, reflecting the region's feudal legacy and samurai history. Photo Credit: Adobe Stock/Marcel Bisig

Located on Japan's western coast, Kanazawa is often dubbed "Little Kyoto" for its well-preserved Edo-period districts and rich cultural offerings.​

• Cultural landmarks: Kenroku-en Garden, one of Japan's top three gardens, offers serene landscapes. The 21st Century Museum of Contemporary Art juxtaposes modern creativity with traditional surroundings.​

• Artisan crafts: The city is renowned for its gold leaf production and Kaga Yuzen silk dyeing, providing visitors with hands-on experiences in traditional arts.​

• Culinary delights: Omicho Market, known as "Kanazawa's Kitchen," offers fresh seafood and local specialties.

Daegu, South Korea: A blend of tradition and modernity

Daegu, South Korea’s fourth-largest city, features local markets, historic sites like Donghwasa Temple, and renowned festivals celebrating fashion and culture. Photo Credit: Adobe Stock/dudlajzov

Nestled in South Korea's southeast, Daegu is a city where ancient traditions harmoniously coexist with contemporary life. Known for its vibrant textile industry and rich cultural heritage, Daegu offers a plethora of experiences for the discerning traveller.​

• Cultural landmarks: Visitors can explore historical sites such as Donghwasa Temple, dating back to the 7th century, and the Daegu National Museum, which showcases the region's history and artifacts.

• Local markets: Seomun Market, one of Korea's largest traditional markets, offers a sensory feast with its array of textiles, street food, and local crafts.

• Natural attractions: For nature enthusiasts, Palgongsan Mountain provides hiking opportunities withpanoramic views, while Apsan Park offers serene walking trails and a cable car ride.

Surakarta (Solo), Indonesia: The heart of Javanese culture

Mangkunegaran Palace in Solo, Indonesia, is a royal residence blending Javanese and European architecture, featuring ornate halls, historical artifacts, and cultural performances.​ Photo Credit: Adobe Stock/indra

Often overshadowed by its neighbour Yogyakarta, Surakarta – commonly known as Solo – is a treasure trove of Javanese culture and history. This city offers a more relaxed pace, allowing travellers to delve deep into Indonesia's rich traditions.​

• Royal heritage: The Kraton Surakarta and Mangkunegaran Palace stand as testaments to Solo's royal past, offering insights into Javanese court life and architecture.

• Traditional arts: Solo is renowned for its batik craftsmanship. Visitors can engage in workshops to learn this intricate art form, fostering a deeper appreciation for Indonesian textiles.​

• Culinary delights: The city's culinary scene is a reflection of its cultural diversity, with local markets like Klewer Market offering traditional dishes and snacks unique to the region.

Chiang Rai, Thailand: The artistic soul of the North

Wat Rong Khun (White Temple), is a contemporary Buddhist temple in Chiang Rai, Thailand, known for its striking white facade, symbolism, and intricate architecture. Photo Credit: Adobe Stock/daphnusia

• Architectural wonders: The White Temple (Wat Rong Khun) and the Blue Temple (Wat Rong Suea Ten) showcase contemporary Thai art fused with traditional Buddhist themes.​

• Cultural experiences: Visitors can engage with local hill tribes, exploring their customs and crafts, or participate in traditional cooking classes.​

• Natural attractions: The nearby Golden Triangle offers scenic views and historical insights into the region's past.

Hue, Vietnam: Reviving imperial heritage

The Imperial City in Huế, Vietnam, is a vast walled fortress and former imperial capital, showcasing Nguyen dynasty architecture, royal tombs, temples, and historic gates. Photo Credit: Adobe Stock/pierrick

Once Vietnam's imperial capital, Hue is reclaiming its prominence by celebrating its rich history and cultural significance.​

• Historical sites: The Imperial City, a UNESCO World Heritage site, houses palaces, temples, and the recently restored Thai Hoa Palace, reflecting the grandeur of the Nguyen Dynasty.​

• Cultural festivals: Hosting the National Tourism Year 2025, Hue will feature seasonal festivals highlighting its heritage, cuisine, and arts.​

• Culinary scene: Known for its refined royal cuisine, Hue offers dishes like bun bo Hue and delicate rice cakes, providing a taste of its regal past.

Ipoh, Malaysia: A culinary and heritage renaissance

Kek Lok Tong is a unique cave temple in Ipoh, Malaysia, featuring dramatic limestone formations, Buddhist and Taoist altars, and serene gardens nestled amid lush hills. Photo Credit: Adobe Stock/Frozen Action

Ipoh, the capital of Malaysia's Perak state, is gaining recognition for its vibrant street art, colonial architecture, and gastronomic offerings.​

• Heritage trails: The city's old town features colonial-era buildings, street murals, and historical sites like the Ipoh Railway Station.​

• Culinary highlights: Famed for its white coffee and dishes like chicken rice and bean sprout chicken, Ipoh is a food lover's paradise.​

• Natural wonders: Nearby limestone caves, such as Kek Lok Tong, offer tranquil retreats with stunning formations and temples.

Related: What to do in Ipoh in 24 hours

Dumaguete, Philippines: Gateway to nature and learning

The Dumaguete Bell Tower, built in 1811, is a historic coral-stone structure once used to guard against pirates, now a cherished landmark beside the city cathedral. Photo Credit: Adobe Stock/Maks_Ershov

Known as the “City of Gentle People”, Dumaguete is a university town that offers a laid-back atmosphere and access to natural wonders.​

• Marine adventures: Apo Island, a short boat ride away, is renowned for its marine sanctuary, offering exceptional diving and snorkelling experiences.​

• Cultural sites: The city's boulevard, lined with cafés and historical landmarks, provides a glimpse into its colonial past.​

• Educational hub: Home to Silliman University, the city fosters a vibrant academic and cultural scene.

Chengdu, China: A culinary and cultural haven

The Qing dynasty inspired Anshun Bridge in Chengdu is a highly Instagrammable spot, especially at night when its illuminated arches reflect beautifully on the Jin River. Photo Credit: Adobe Stock/supakit

Chengdu, the capital of Sichuan province, is celebrated for its spicy cuisine, leisurely lifestyle, and cultural depth.​

• Gastronomic delights: As a UNESCO City of Gastronomy, Chengdu offers iconic dishes like hotpot and mapo tofu, reflecting its rich culinary heritage.​

• Cultural experiences: Traditional teahouses, Sichuan opera performances, and ancient temples provide immersive cultural encounters.​

• Natural attractions: The city's proximity to panda sanctuaries and scenic mountains offers opportunities for.