HBX Group recently hosted MarketHub Asia 2025 at Studio City, Macao, bringing together industry leaders to discuss key trends shaping the future of travel in the Asia-Pacific. During the event, HBX Group executives, alongside industry experts, shared insights into the region’s rapid expansion, emerging travel patterns, and evolving consumer behaviors.

APAC: The driving force behind global travel growth

Asia-Pacific remains a key driver of the global travel industry, with Japan, India, and China leading the surge in bookings. The region’s economic and demographic evolution is transforming the travel landscape, with APAC’s population expected to reach 4.3 billion by 2030, representing 50% of the world’s total. A defining shift is the rise of the middle class, projected to make up two-thirds of the global middle-income population by 2034, fueling an unprecedented demand for travel.

“APAC is one of the most dynamic travel markets in the world, and the rapid pace of change we’re seeing—both in terms of traveler expectations and business models—demands that we continuously adapt,” said Pippa Williamson, Senior Vice President of Sales at HBX Group.

PATA: APAC as the global growth engine

Reinforcing APAC’s position as the world’s leading travel region, Noor Ahmad Hamid, CEO of the Pacific Asia Travel Association (PATA), shared insights during MarketHub Asia.

“The Asia-Pacific region is expected to reach 4.3 billion people by 2030, accounting for half of the world’s population. More importantly, 81% of that population will be middle-class, meaning two-thirds of the global middle-income segment will be in APAC,” Hamid stated.

Emerging Destinations and the Rise of Experiential Travel

Experiential travel is increasingly shaping tourism flows, with live entertainment, major events, and cultural experiences becoming key decision drivers. Music tourism, especially with events like Taylor Swift’s Singapore concert, exemplifies this shift.

The Role of India and China in APAC’s Tourism Future

India and China are poised to dominate travel spending in APAC over the next decade, accounting for 40% of the region’s total tourism expenditure. As international flight routes expand, this growth trajectory is expected to accelerate.