ASIA’S TRAVEL DEMAND SHIFTS TOWARDS EMERGING DESTINATIONS

Travel demand trends for the peak July–August season reveal a significant shift towards unique destinations, with Indonesia‘s Manado emerging as the surprise growth story.

According to leisure platform Nolyuniverse booking data, Indonesia ranks third among popular overseas destinations at 5% of flight bookings, following Japan (35%) and Vietnam (21%). Notably, Manado accounted for 20% of Southeast Asia bookings in the second quarter—a 14 percentage point increase from the previous quarter, according to Kyowon Tour analysis.

The growth is attributed to improved accessibility through new direct flights launched last year, combined with Manado’s natural environment featuring volcanic landscapes and beaches. Kyowon Tour’s live commerce channel featured Manado and conducted an encore broadcast due to high interest, with the travel industry targeting new demand through no-tip, no-option, no-shopping coral tours combined with national park visits.

Domestic travel demand is also thriving, with accommodation bookings increasing 68% year-on-year, while camping, caravan, and glamping reservations surged 102%.

B2B Implications

The trend towards unique, experience-driven destinations presents opportunities for Indian tour operators to diversify beyond traditional Southeast Asian offerings. Manado’s rise demonstrates how improved air connectivity and authentic natural experiences can transform an emerging destination’s market position.