The Asia-Pacific (APAC) region is poised for significant tourism growth, with experts forecasting that international travel spending will reach US$2.5 trillion and domestic travel will reach US$4.3 trillion by 2029, according to recent data from Euromonitor International.

Outbound travel from APAC is projected to grow at a CAGR of 7%, with intra-regional journeys expected to account for 61% of all trips by the end of 2025. By 2029, travelers will take one out of every three trips outside the APAC region and will make 75% of their bookings online.

A high-impact panel discussion at Arabian Travel Market (ATM) brought together top industry minds to explore the future of travel in the APAC region. Moderated by Mingie Wang, Chief Correspondent at China Daily, the panel discussed traveller behaviour, digital transformation, and the resurgence of outbound travel, particularly from China, providing fascinating insights into this key global market.

Panellists included Alhasan Aldabbagh, President of APAC Markets at the Saudi Tourism Authority; Gary Bowerman, Founder of Check-in Asia; Boon Sian Chai, Managing Director and Vice President of International Markets at Trip.com Group; and Shahab Shayan, Regional Director for Asia Pacific at the Department of Economy and Tourism.

During the session, they highlighted a shift in purchasing decisions across the APAC region, driven by experiential travel, digitalisation, and a growing desire for cultural immersion.

Danielle Curtis, Exhibition Director ME, Arabian Travel Market, said: “More than 60% of travellers are booking trips around concerts and sporting events, while over 40% are influenced by digital platforms such as TikTok. Interestingly, film and television are also playing a significant role, evidenced by a rise in bookings to Thailand following the popularity of The White Lotus.”

According to a recent report compiled by Tourism Economics on behalf of ATM, tourism nights from Asia Pacific and Africa are on track to more than double between 2025 and 2030. By 2030, we expect that tourists from China will increase their stay in the Middle East by 189%. Furthermore, source markets from the Asia-Pacific (APAC) region will likely account for the largest share of business nights in the area, with India playing an increasingly important role.

In addition, travellers from APAC record the highest spend per person per day globally, at a rate of US$300, across various tourism sectors, including accommodation, food and beverage, and retail. Chinese travelers are primarily driving this high level of spending, as their considerable purchasing power continues to influence global travel trends.

The Dubai Economic Agenda, D33, is key to ensuring the emirate’s strategic success in APAC markets, with a focus on market segmentation and storytelling. By tailoring messaging for platforms such as the video-sharing website Bilibili and the social networking and e-commerce platform Red Note and leveraging strong air links through carriers like Emirates and Flydubai, Dubai’s tourism authorities continue to position the city as a relevant, accessible, and aspirational destination for travellers across Asia.

As a newcomer to APAC tourism markets, Saudi Arabia has adopted a highly localised approach, as outlined during the discussion. Recognising the diversity of the region, which comprises 49 distinct countries, tourism authorities in the Kingdom study each source market closely, from dietary preferences to cultural nuances, tailoring travel experiences accordingly. This strategy engages media, trade, and research organisations to ensure that travelers throughout the region connect authentically with Saudi Arabia’s offerings.

Curtis added: “Technology is playing an increasingly pivotal role in travel decision-making across the APAC region, with consumers relying heavily on digital tools, social media, and AI. Mobile-first planning is transforming how travellers research and book trips, although the digital landscape varies significantly from country to country. One constant across the region is the importance of trust, particularly in peer-generated content, which continues to influence traveller choices at every stage of the journey.”

Panellists also cited sustainability as a key consideration for younger generations in the APAC region, with research from Trip.com indicating that 30-40% of Gen Y and millennial travellers are willing to pay more for eco-friendly travel. For these consumers, sustainability extends beyond carbon offsets and environmental protection, encompassing support for local culture and heritage.

ATM is a leading global event held annually in Dubai, which enables growth for the travel and tourism industry. Uniting all travel sectors and verticals, the event generates US$2.5 billion in business deals. The next Edition of ATM will take place at the Dubai World Trade Centre from May 4 to 7, 2026.

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