Travel and wellbeing are top priorities for Asia Pacific travellers, creating significant opportunities for the travel industry. At the PATA Annual Summit 2024, which was held in Macao from 16-18 May last week, Caroline Bremner of Euromonitor International discussed these trends and the shape of travel to come for 2024 during the “Key Travel and Tourism Trends to Watch” session.

However, she cautioned that "green fatigue" is a growing concern, with travellers showing less interest in sustainable initiatives. Noting that travellers are sceptical of greenwashing, the onus is on governments, businesses and travel destinations to promote responsible tourism and take concrete actions to drive meaningful changes.

This does not mean travellers are ignoring sustainability. On the contrary, it remains a critical concern for the coming decades. However, Asia Pacific consumers approach it differently.

“Unlike Europe’s flight-shaming movement, Asia Pacific consumers are voting with their conscience, attitude and values. They prefer purpose-driven brands that balance people, planet and profits,” Bremner said. Over 30% of these consumers are willing to buy from brands that align with their social values, she added.

Despite these challenges, several trends that stood out:

Niche sectors rising

Eco-adventurers, digital travellers and luxury seekers show strong potential to transform the Asia Pacific tourism model. Specialised sectors like wellness, luxury, ecotourism, sports and adventure are expected to grow significantly as consumers seek personalised experiences that reflect their lifestyles and values, driving a willingness to spend more on what matters most.

A desire for curated experiences

A new era of personalised travel is emerging. According to Bremner, 65% of Asian travellers value customised experiences for a deeper immersion into the local culture and environment. “Travellers want to get under the skin of their destination. In this regard, sometimes it’s not about value for money, but the kind of unique, emotional experiences that are valuable to them.” Along with more immersive experiences, travellers are likely to invest in travels that offer them relaxation and mind-and-wellness stays.

Using tech to enhance travel

Asian consumers are using technology more than other regions to make travel more personalised. While AI can be disruptive, they also consider it as just another tool in the toolbox to enhance their experiences at destinations, Bremner explained.

“Greater focus on sustainable and digital innovations will help brands and destinations to navigate uncertainty and create value for consumers.” By capitalising on AI and other technologies, the travel experience for APAC consumers can be greatly enhanced, further boosting the tourism industry. This focus on quality tourism over quantity will also ensure sustainable and resilient tourism growth.