Lesser-Known Asian Cities Will Shake Up Travel in 2026

Agoda has released its 2026 Travel Outlook Report, highlighting a major rise in traveler interest in smaller, lesser-known cities across Asia that are growing faster than the region’s most famous tourist destinations.

A growing middle class, simpler visa procedures, and more flight connections are shaping how people travel across Asia, making travelers more open to exploring beyond the usual hotspots.

According to Agoda, accommodation searches in secondary cities have increased 15 percent faster than in major tourism centers over the past two years. As a result, these secondary destinations made up 34 percent of all accommodation searches on Agoda during the first half of 2025.

This trend reflects travelers’ strong focus on value. A total of 43 percent said lower costs were the main reason they were drawn to these emerging destinations. Interest in unique cultural experiences, limited-time promotions, and outdoor activities also played an important role in shaping travel decisions.

“Secondary cities are no longer hidden gems. They’re becoming the engine of travel growth across Asia. Travelers want authenticity, value and a sense of discovery that the major hotspots cannot always deliver. This shift unlocks real opportunity for local communities and for the partners who move early,” said Andrew Smith, Senior VP of Supply at Agoda.

The report also shows that ease of access is a major factor when travelers consider visiting a new destination. This sentiment is especially strong in India at 91 percent, the Philippines at 89 percent, and Indonesia at 80 percent.

Governments in Thailand, Indonesia, Malaysia, Japan, and India are investing in campaigns and infrastructure projects to open more destinations to visitors.

As one example, Japan recently introduced a campaign that gives UK and European travelers up to two free domestic flights within the country. The goal is to encourage visitors to explore areas beyond Japan’s most crowded cities and help distribute tourist traffic more evenly.

Photo by Gaddafi Rusli on Unsplash