Australia, China, India, Japan and South Korea are major travel markets in Asia Pacific, but the habits, preferences and motivations of travellers are distinctly different, according to MMGY’s latest report surveying 800 respondents from these countries.
Status driven: China and India
For Chinese and Indian travellers, overseas holidays are closely linked to status, aspiration and visibility. In China, the concept of “face” plays a central role in how travel choices are perceived socially, while Indian travel behaviour is similarly shaped by class dynamics and social hierarchies.
As a result, travellers from both markets are among the region’s biggest spenders. Along with Australians, Chinese and Indian travellers plan to spend close to US$7,000 on international travel over the next 12 months – more than double the planned spend of Japanese and South Korean travellers.
Travel choices often reflect this status orientation: luxury resorts, iconic destinations such as the Swiss Alps or Bali, premium flights, high-end hotels and luxury shopping feature prominently. There is also growing interest in adventure travel and attendance at global sporting or entertainment events, where exclusivity and prestige are part of the appeal.
How to tap this market?
Curating exclusive packages built around prestigious global events – such as the 2026 FIFA World Cup – are particularly attractive, especially to Indian travellers.
Highly “Instagrammable” destinations, exclusive access and visually striking experiences can serve as a powerful motivation for status-driven travellers.
Enhancing this further with optional add-ons, such as a professional photography service, would allow travellers to capture high-quality content geared towards social media posts.
Experience-driven: Japan and South Korea
Their Japanese and South Korean counterparts place emphasis on harmony and respect, opting for experiences over superior service, convenience or quality.
Luxury holidays and premium possessions are not typically viewed as indicators of status in the same way they are in China or India. While appearance and presentation matter in South Korea, this is more commonly expressed through fashion and technology than through luxury travel.
As a result, travel behaviour in both markets is therefore more restrained. Japanese and South Korean travellers expect to take 1.9 to 2.2 trips over the next 12 months, with combined budgets of US$2,900 to US$3,500. They are also more likely to travel closer to home, avoiding long-haul, expensive journeys.
Economic factors play a role. Long-standing economic pressures in Japan and South Korea have fostered cautious spending habits, with more than 44% of travel budgets allocated to flights and accommodation – leaving less room for discretionary spending such as shopping or luxury upgrades.
Japanese travellers are notably less influenced by social media or impulse booking. Instead, 78% cite the desire to “get away and unplug” as their top travel motivation, favouring cultural city breaks, museums and historical sites.
South Korean travellers similarly seek value, often choosing alternative transport options such as trains, buses, ferries or rental cars – used on 28% of international trips – to manage costs.
How to tap this market?
Value-led packages resonate best. Bundling competitive airfares with clean, safe and well-reviewed midrange hotels is key. Cultural, culinary and historical experiences should be front and centre, supported by localised marketing on platforms such as YouTube and Instagram in Japan, and Naver in South Korea.
Premium and comfort-led travel: Australia
Australian travellers combine high spending with a strong preference for comfort and quality. Planning to spend an average of US$7,124 on international leisure travel, Australians rank among the region’s biggest spenders.
Luxury accommodation is popular, with 41% choosing luxury hotels in the past 12 months. Uptake of boutique hotels and all-inclusive resorts further signals a premium orientation.
Nearly 43% of Australian international flights are booked in premium cabins, reflecting a willingness to pay for comfort and efficiency. With long distances and limited annual leave, Australians prioritise seamless journeys and high-quality experiences that maximise time away.