International travel demand is showing only moderate growth in the first half of 2026, with Asian destinations emerging as the primary drivers of global inspirational travel intent, according to analysis from Mabrian, the global travel intelligence and tourism advisor.
Southern Europe and North America are showing a minor downward trend in international travel intent, but this is offset by strong interest in the GCC countries, most notably Saudi Arabia and Qatar.
“While traditionally popular regions continue to capture the largest share of global travel demand, we are seeing that lesser-known and alternative destinations are expanding their market share,” said Carlos Cendra, director of marketing and communications at Mabrian.
“This evolution is driven by the demand growth from emerging inbound markets and more appealing value for money, signalling that inspirational demand is diversifying like never before.”
Asia leads the way
Mabrian analysis tracks global flight search behaviour to the top 50 airports in each world region, focusing exclusively on international demand between January and June 2026.
Covering 86.7% of global travel demand, the study focuses on the market share of each world region over total flight searches.
Growth patterns in travel intent vary significantly by region, according to Mabrian.
As in 2025, Asia’s performance confirms its role as the core engine of international travel inspiration, supported by both established and emerging destinations.
The continent leads global demand growth, with East Asia and Southeast Asia together accounting for 31.7% of the international travel demand market share worldwide.
Vietnam surges ahead
East Asia, including Japan, South Korea and China, represents 16.3% of international inspirational demand during the first six months of 2026, with Japan as the primary driver.
Southeast Asia accounts for 15.4% of global inspirational demand, led by Vietnam, which continues its strong upward trajectory, alongside Indonesia, the Philippines and Cambodia.
Elsewhere, the GCC countries will increase international air capacity by +3.6% in the next six months, compared to the same period last year.
The region is showing the strongest upward trend in relative market share, with Jeddah and Riyadh in Saudi Arabia, as well as Doha in Qatar among the top 10 destinations growing in travel intent globally.