Asia’s headline cities – Tokyo, Bangkok and Hong Kong – have long anchored the region’s luxury travel map. But a new set of destinations once seen as secondary – Fukuoka, Da Nang, Penang and Taichung – are fast emerging on the radar.
Accessibility meets intentional travel
For Luciana Lee, private relationship manager for Hong Kong at Scott Dunn, the shift has been swift and measurable.
“We're witnessing a fascinating shift as second-tier Asian cities become the new darlings of luxury travel,” she says. “The most critical catalyst has been improved accessibility. What were once complicated journeys are now convenient two- to three-hour direct flights.”
That accessibility is reshaping behaviour. “These cities are ideal for the long weekend escapes our guests increasingly prefer,” Lee notes.
But convenience alone does not explain the surge. What sets these destinations apart, she argues, is immediacy. “Guests can step off the plane in places like Fukuoka or Da Nang and be relaxing within the hour.”
The deeper driver is a change in mindset. “Travellers are far more intentional, choosing to dive deeper into specific interests rather than ticking off sights,” she says. “This emphasis on experiential depth over breadth has redefined what luxury means.”
That depth often centres on wellness, nature and food. “Experiences that feel restorative and unhurried resonate most,” Lee adds.
Dining, in particular, is a powerful draw. Cities like Penang and Taichung, says Lee, deliver both vibrant, everyday food culture and sophisticated fine dining – a combination that anchors the long weekend for luxury travellers.
Scott Dunn’s Luciana Lee, Dorsett Hospitality International’s Anita Chan and Langham Hospitality Group’s Bob van den Oord see secondary cities providing culturally rich experience without the congestion often associated with major cities.
The rise of “quiet luxury”
Operators are seeing the same pattern. “Secondary cities tend to provide more direct access to local culture, greater freedom to explore, and a more enjoyable experience on the ground, without the friction that can come with more saturated destinations,” states Bob van den Oord, CEO of Langham Hospitality Group.
For Anita Chan, senior vice president of global brand marketing and innovation and technology at Dorsett Hospitality International, the trend reflects deeper behavioural change.
“Luxury travellers increasingly prioritise depth and authenticity over familiarity,” she says. “Secondary cities offer a more intimate, culturally rich experience, without the congestion often associated with major capitals.”
Younger travellers are accelerating this. Millennial and Gen Z guests are seeking more meaningful, place-driven experiences, Chan explains, pointing to destinations like Chengdu with distinctive cultural touchpoints.
Accommodation expectations are shifting too, with growing demand for space, flexibility, and longer stays. “It’s less about visibility and more about quality, space and connection – what many describe as ‘quiet luxury’,” Chan adds.
Charlotte Harris of Charlotte Travel sees boutique operators leading this shift, particularly in Japan and Taiwan, with global brands such as Banyan Tree and Kempinski Hotels also experimenting in these smaller markets.
“Advisors should look for properties that invest in meaningful cultural connections rather than simply expanding footprint,” she says.
Vietnam’s emerging cities: Danang and Phu Quoc
Regent Phu Quoc
In Vietnam, Danang exemplifies this evolution. Positioned between Hanoi and Ho Chi Minh City, the coastal city on the central coast offers a markedly different proposition.
“Danang delivers a unique balance,” says Ramon Imper of TIA Wellness Resort. “It feels open and easy, yet combines long beaches, mountains and nature with the infrastructure, dining, and lifestyle of a modern city.”
He expects continued growth in wellness, dining, and high-end experiences as Danang matures into a “well-rounded luxury hub”.
Further south, Phu Quoc presents a parallel trajectory, albeit with a more resort-led identity.
"It's a destination where guests can disconnect while still enjoying a high level of comfort and service," says Juan Losada, general manager of Regent Phu Quoc.
Infrastructure is catching up quickly, with airport expansion and the arrival of international hospitality brands making progress tangible, he adds.
Fukuoka: Japan’s understated luxury gateway
The Ritz-Carlton, Fukuoka
In Japan, Fukuoka is emerging both as a gateway to Kyushu and as a destination in its own right.
“It offers a more intimate, refined interpretation of Japan,” says Radu Cernia, general manager of The Ritz-Carlton, Fukuoka. “There’s a sense of discovery, authenticity and ease.”
A vibrant food scene, access to nature, and cultural depth within a compact, navigable city make it particularly appealing to well-travelled guests who have already explored Tokyo and Osaka.
"It's on a clear trajectory as an emerging luxury destination," Cernia adds.