Published on
September 26, 2025
On World Tourism Day, digital travel platform Agoda has turned the spotlight on secondary destinations in Asia, with particular focus on India, Japan, Thailand, and Indonesia. These emerging locales are experiencing a significant uptick in searches, a shift that not only brings fresh opportunities for travelers but also aims to unlock vital economic growth for local communities.
Agoda’s Data Reveals Strong Growth in Secondary Destinations
According to Agoda’s data, searches for accommodation in secondary destinations have increased by 15% more than traditional tourism hotspots. This growth is especially visible in key Asian markets like India, Japan, Thailand, and Indonesia. With regional tourism being actively promoted by national tourism ministries, this trend has the potential to reshape the tourism landscape.
Agoda’s Efforts to Promote Secondary Destinations in Asia
For example, in Japan, the government’s ongoing push for regional tourism is having a profound impact. The Ministry of Land, Infrastructure, Transport and Tourism is focusing efforts on promoting Japan’s less-visited cities and areas. This shift towards promoting regional destinations aligns with the country’s efforts to balance tourism distribution, ensuring economic benefits are spread across the entire nation. In India, the UDAN program has been pivotal in connecting secondary cities through affordable air travel, opening doors for domestic travelers to explore less-frequented regions.
Thailand and Indonesia Tap into Secondary Destinations
Thailand’s tourism ministry is also contributing to the rise of secondary destinations. By actively encouraging tourists to visit places like Chiang Mai and Sukhothai, which have not traditionally received the same attention as Bangkok, the Thai government is diversifying the country’s tourism offerings. Indonesia is following suit with similar campaigns, targeting destinations such as Yogyakarta and Surabaya, which offer travelers unique cultural experiences without the crowds.
Agoda’s Role in Supporting Digital Transition for Rural Areas
Agoda is at the forefront of promoting these secondary destinations. The platform is helping hotels and accommodations in rural areas transition to digital platforms, making it easier for travelers to discover them. Through its partnerships with Destination Management Organizations, Agoda ensures that these destinations are more visible to a global audience. This digital transformation is an essential factor in the promotion of secondary cities, boosting tourism and driving local economic development.
Agoda CEO Highlights the Benefits of Secondary Destinations
Omri Morgenshtern, the CEO of Agoda, expressed his optimism about the growing popularity of these secondary destinations. He highlighted how this trend presents a unique opportunity to bring prosperity to more communities. He emphasized that promoting less-visited regions helps to spread the tourism dollar more widely, benefiting a broader spectrum of local economies.
World Tourism Day Sale to Boost Travel to Secondary Destinations
The World Tourism Day campaign by Agoda is set to fuel this growth even further. From September 24 to October 8, the platform is running a special sale offering up to 60% off hotel bookings, along with exclusive flash sales on September 27 and October 6, where travelers can access up to 70% off on select bookings. Agoda’s VIP members will also gain early access to deals from September 21 to 23. This promotion aims to make travel to secondary destinations even more appealing to tourists seeking unique and affordable options.
Sustainable Growth of the Tourism Industry Through Secondary Destinations
Tourism experts agree that promoting secondary destinations is essential for the sustainable growth of the global tourism industry. By dispersing tourists more evenly across various regions, these destinations reduce the strain on traditional tourist hotspots. Additionally, local communities stand to benefit from the influx of tourists in less-visited areas, creating new economic opportunities.
The Future of Tourism is in Secondary Destinations
In conclusion, the rise of secondary destinations marks a turning point in the tourism industry. Agoda’s efforts to boost these locations reflect a broader global trend toward more responsible and sustainable tourism. As travelers increasingly seek out fresh and unique experiences, India, Japan, Thailand, and Indonesia are poised to benefit from this shift, contributing to a more balanced and prosperous global tourism landscape.
As Agoda continues to support the growth of secondary destinations, it opens new doors for both travelers and local communities. This shift encourages more people to explore beyond the usual hotspots, leading to richer travel experiences and stronger, more diverse economies in the regions that need it most.
link