Ahead of World Tourism Day, Agoda celebrated the growing appeal of secondary destinations, with the platform’s data showing an increase in searches for accommodation in these locations, reflecting travelers’ desire to explore new, unique experiences.
According to Agoda, the trend not only enriches travel experiences but also opens up economic opportunities for local communities.
In this analysis, Agoda classified the 10 most popular destinations in each market as “primary destinations,” while destinations ranked 11th and above were classified as “secondary destinations.”
Agoda data also revealed that searches for secondary destinations across Asia grew 15% faster than primary destinations in the same period in 2023. The trend is similar in Vietnam, with searches for accommodation in secondary destinations increasing 9% in the first half of 2025 compared to the same period in 2023.
The results demonstrate the strong appeal of smaller cities and suburban areas, which are growing thanks to improved infrastructure, cultural experiences and increased exposure on digital platforms such as Agoda.
As a digital travel platform, Agoda helps drive the growth of secondary cities in Asia by helping them go online, increasing their visibility and reach to global travelers. Through partnerships with Destination Management Organizations, Agoda leverages its deep data and marketing channels to help drive awareness and attract travelers to lesser-known destinations.
“The increasing popularity of secondary destinations among travelers opens up opportunities to build a more prosperous tourism industry while boosting local economic development,” said Omri Morgenshtern, CEO at Agoda.
As tourism spending is more widely distributed, local communities will have more opportunities to grow, added Omri Morgenshtern.
Source: https://nhandan.vn/cac-diem-den-thu-cap-ngay-cang-duoc-nhieu-du-khach-lua-chon-post908528.html
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