Asia at the Forefront of Global Travel Demand Growth in 2026
International travel demand for the first half of 2026 is expected to see moderate growth, predominantly led by Asian destinations, as per insights from Mabrian, a firm specializing in global travel intelligence.
The research indicates that Eastern Asia and Southeast Asia encompass 31.7% of the international travel demand market share, with Japan and Vietnam notably leading the surge.
Mabrian’s study, covering 86.7% of global travel demand, follows flight search trends to the world’s top 50 airports, revealing a 5.9% increase in international air capacity compared to the previous year. Eastern Asia, comprising Japan, South Korea, and China, holds 16.3% of the total global demand, with Japan’s travel interest extending to cities beyond the major hubs, such as Fukuoka and Sapporo. In Southeast Asia, Vietnam leads with a 15.4% share, while Indonesia, the Philippines, and Cambodia also contribute significantly.
Western Asia is on the rise, capturing 8.9% of international demand early in 2026, with growth seen in Jeddah and Riyadh in Saudi Arabia, and Doha in Qatar. Carlos Cendra remarked, “Lesser-known and alternative destinations are expanding their market share.”
Conversely, regions like Southern Europe and North America are witnessing a slight decline in travel intentions for the first half of 2026. The Caribbean faces hurdles due to regional tensions, significantly affecting demand from US and European travelers. Despite these challenges, Mabrian underscores the need to monitor market perceptions and adapt strategies to sustain confidence in impacted areas.
