Southeast Asian Travelers Shift Focus to Alternative East Asian Cities
Booking data from Traveloka indicates that travelers from Southeast Asia are increasingly choosing alternative destinations in East Asia rather than traditional gateways. Cities such as Fukuoka, Jeju, Hangzhou, Chengdu, and Xiamen are seeing significant growth in flight and hotel reservations across the region.
What happened
Analysis of year-on-year booking data reveals distinct trends for travelers from different Southeast Asian nations. For visitors from Indonesia, Fukuoka in Japan has become a preferred destination. Flight bookings to this city rose by more than 20 percent, while hotel reservations grew by nearly 75 percent. The city is known for its yatai food stalls located around Tenjin and Nakasu, as well as the lakeside gardens of Ohori Park and the oyster huts in Itoshima.
Singaporean travelers are increasingly favoring Jeju in South Korea. Direct flight routes have improved accessibility, causing flight bookings to double. This island destination offers a different pace compared to the typical Seoul-centric itinerary, featuring the volcanic cone of Seongsan Ilchulbong and coastal scenery.
In China, various cities are gaining traction depending on the traveler's home country. Hangzhou is becoming a priority for Vietnam, with both flight and accommodation bookings more than doubling due to new route introductions. The area features West Lake, which includes causeways, gardens, and pagodas. Chengdu is seeing doubled bookings from Thailand, driven by social media visibility and its reputation for spicy Sichuan cuisine. Meanwhile, travelers from Malaysia are flocking to Xiamen, where flight bookings have more than doubled. This destination features car-free streets, colonial-era architecture, and the world’s largest piano museum.
What it means for travelers
The data suggests that East Asia offers a diverse array of experiences beyond the most well-known hubs. Travelers are seeking distinct cultural and culinary experiences, such as the food stalls of Fukuoka or the gastronomic reputation of Chengdu. The strengthening of direct flight routes to places like Jeju has made these alternative islands more accessible to Singaporean visitors.
Promotional activity is also influencing travel decisions. Traveloka is running a sales event from November 3 to 12, focusing on destinations in China, Japan, and South Korea. Offers include discounts of up to 80 percent on flights to these regions for Indonesian travelers. Thai users can receive discounts up to THB 11,000 on flights, while Singaporean travelers can access extra discounts on hotel flash sales.
Key details
- Flight bookings to Fukuoka increased by over 20% for Indonesian travelers, with hotel bookings growing close to 75%.
- Flights to Jeju doubled for Singapore users, aided by strengthened direct flight routes.
- Hangzhou bookings more than doubled for Vietnam travelers due to new routes.
- Chengdu flight and accommodation bookings doubled for Thailand travelers, influenced by social media.
- Xiamen flight bookings more than doubled for Malaysia travelers.
- Traveloka’s 11.11 Epic Sale runs from November 3 to 12 across multiple countries.
