Asia’s Warm Winter Waves Lure the Europeans
As the winter season approaches, the Asia Pacific (APAC) region is poised to experience a surge in leisure travel from European tourists in search of warm and culturally diverse destinations. With its enchanting blend of vibrant cultures, balmy climates, and unique experiences, the APAC region has become an attractive option for Europeans looking to escape the chill of their home countries. Notably, countries such as Thailand, Australia, and India have emerged as top choices for European travelers, showcasing a growing trend in winter travel dynamics in the region.
Let’s see what Adara’s travel intent data has to say:
UK, France, and Germany: Leading Origins in Europe
The UK, France, and Germany are the top origin countries in Europe for hotel bookings related to leisure travel in APAC. There’s a growing demand from travelers across Europe eager to experience Asia’s tropical allure. As a result, countries in the Asia Pacific region expect a significant increase in European travelers this winter, given the uptick in hotel bookings from various European nations heading to APAC.
| Top European Origins by Country | Y-O-Y Change in Hotel Bookings | |
| 1 | UK | 28% |
| 2 | France | 16% |
| 3 | Germany | 8% |
| 4 | Italy | 50% |
| 5 | Switzerland | 69% |
| 6 | UAE | 14% |
| 7 | Netherlands | 6% |
| 8 | Sweden | 1% |
| 9 | Denmark | 27% |
| 10 | Spain | 15% |
Source: Adara, a RateGain Company
London, Paris, Amsterdam: Leading Origin Cities for Leisure Travel
London leads as the top origin city in Europe for leisure travel to APAC, followed by Paris and Amsterdam. Milan, Zurich, Copenhagen, Stockholm, and Oslo also serve as significant source markets for inbound travel to APAC.
| Top European Origins by City | |
| 1 | London |
| 2 | Paris |
| 3 | Amsterdam |
| 4 | Milan |
| 5 | Zurich |
| 6 | Copenhagen |
| 7 | Stockholm |
| 8 | Oslo |
| 9 | Helsinki |
| 10 | Warsaw |
Source: Adara, a RateGain Company
Bangkok, Phuket, and Singapore: Top Leisure Destinations in Asia Pacific
Sea-bound destinations in Asia are particularly favored by Europeans this winter. Bangkok, once ranked as the most-visited city worldwide, is regaining its allure, captivating travelers with its warmth and hospitality. There has been a 26% year-over-year increase in bookings from Europe to Bangkok. Additionally, Phuket and Pattaya in Thailand remain popular choices among Europeans. Singapore, Sydney, and Tokyo also rank high on the list of preferred destinations this season.
| Top Destinations in Asia Pacific | Y-o-Y Change in Hotel Bookings | |
| 1 | Bangkok | 26% |
| 2 | Phuket | 9% |
| 3 | Singapore | 15% |
| 4 | Sydney | 40% |
| 5 | Tokyo | 7% |
| 6 | Hong Kong | 269% |
| 7 | Pattaya | -5% |
| 8 | Auckland | 17% |
| 9 | Melbourne | 23% |
| 10 | Mumbai | 63% |
Source: Adara, a RateGain Company
This winter, businesses from the Asia Pacific region should strategically shift their focus towards Europe as a prominent source market. European travelers are eager to explore new destinations in APAC. By targeting European travelers, the Asia Pacific can capitalize on this pent-up demand, offering a wide range of experiences, from tropical escapes to cultural exploration. This shift in focus can help stimulate the leisure travel markets in the Asia Pacific, fostering economic growth and cross-cultural exchanges during the winter season.
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