The demographics and digital behaviors in the Asia-Pacific (APAC) region are changing quickly, reshaping how people decide to travel. Shifting generational trends, the growing power of social media, and the rise of artificial intelligence (AI) are all playing important roles. By 2025, Gen Z and Millennials are expected to make up half of the APAC population. Social media platforms like TikTok in countries such as Indonesia are even allowing direct travel bookings, with over 70% of APAC travelers using social media to plan their trips.
As the region undergoes these changes, India is leading in AI adoption, with rates 10-15% higher than other APAC countries. Senior leaders from Klook Travel Technology and Trip.com pointed out during a panel at Arival’s major European event last week that Europe cannot afford to ignore this rapidly growing market.
These industry experts also shared key insights into the future of global tourism. Wilfred Fan, Chief Commercial Officer at Klook, revealed that 84% of Klook users plan to travel long-haul in 2025, with South Korea emerging as the region’s biggest source market. Meanwhile, Grace Qi, Head of Global Partnerships at Trip.com, highlighted that France remains the top European destination for Asian travelers, showcasing Europe’s continued popularity.
Another major topic was recovery from the COVID-19 pandemic. Both Trip.com and Klook reported a 90% recovery rate compared to pre-pandemic levels, signaling a strong comeback in outbound travel across Asia.
As younger, digitally savvy travelers continue to shape global tourism, the message for Europe is clear: Asia’s outbound market is a vital opportunity for growth. The growing influence of social media and the rebound to nearly pre-COVID levels show that this market will be a key driver in the future. Europe must take notice of Asia’s expanding and resilient outbound market—it’s a powerful force that will continue to shape the global travel industry.
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