Agoda Highlights Rising Popularity of Secondary Destinations Ahead of World Tourism Day

On the eve of World Tourism Day, Agoda Company Pte. Ltd., based in Singapore and led by CEO Omri Morgenstern, is shedding light on the growing allure of secondary destinations—cities and towns that aren't typically on the main tourist map. With travelers increasingly seeking unique experiences, the search volume for accommodations in these lesser-known areas has outpaced that of traditional attractions, indicating a shift in travel trends that not only expands the diversity of travel experiences but also promises new economic opportunities for local communities.

According to Agoda's data, searches for secondary destinations have increased at a pace that is 15% faster than that for major tourist attractions when comparing this year to last. This trend is particularly evident in Asia's key travel markets—including Japan, India, Indonesia, Malaysia, and Thailand—where tourism authorities are actively promoting local tourism spots. Examples include Japan's initiated 'Visit Japan Campaign' aimed at connecting tourists with lesser-visited regions and India's 'UDAN' regional aviation connectivity program designed to enhance accessibility to remote areas.

Spotlight on Japan

Japan is experiencing a historic peak in visitor arrivals, necessitating a shift towards promoting regional tourism. The Japan National Tourism Organization (JNTO) is ramping up its efforts to spread awareness about local attractions under its campaign. Positioned to alleviate pressure on overcrowded sites, Agoda collaborates with various local Destination Management Organizations (DMOs) to showcase these appealing yet often overlooked areas.

India's Initiatives

India's government has long prioritized regional tourism, allocating budgetary resources for the development of new tourism hubs outside major cities. The 'UDAN' scheme focuses on regional airport development, coupled with the Prime Minister’s encouragement for states to create internationally recognized tourist destinations. These initiatives further solidify India's commitment to expanding its tourism footprint.

Omri Morgenstern's Statement

Omri Morgenstern, CEO of Agoda, stated, "The rise in popularity of secondary destinations presents a significant opportunity for a more robust tourism sector that revitalizes local economies. At Agoda, we believe in spreading tourism revenue more widely, benefiting communities at large. We take pride in our efforts to promote the attractions of these regions to the world."

In celebration of World Tourism Day, Agoda will launch a special sales campaign. From September 24 to October 8, 2025, hotel bookings can enjoy discounts of up to 60% during the 'World Tourism Day Sale.' Additionally, flash sales on September 27 and October 6 will feature discounts of up to 70%, along with exclusive offers on flights and activities. Agoda VIP members will also have early access from September 21 to 23. For further details, visitors can check Agoda.com or the Agoda mobile app.

Research Methodology

The insights shared stem from a comparison of accommodation search data between the top ten major cities in five Asian markets (Japan, India, Indonesia, Malaysia, and Thailand) and secondary destinations.

About Agoda

Agoda, a digital travel platform, offers over six million hotels and vacation rentals worldwide, alongside competitive pricing on flights and activities, aiming to help travelers explore the globe affordably. The Agoda website and mobile app are accessible in 39 languages, backed by a 24/7 customer support team. As a subsidiary of Booking Holdings (Nasdaq: BKNG), Agoda operates with over 7,000 employees across 27 global locations, utilizing cutting-edge technology to continuously enhance its travel booking services.

For more information, visit: Agoda.com