Beyond the beaten track

Unlocking regional tourism growth across Asia Pacific

A rustic wooden house surrounded by lush greenery, with lanterns hanging outside and steps leading up to the entrance.

A collage of images showcasing rural and regional tourism: a traditional house surrounded by greenery, an aerial view of a coastal town with mountains in the background, a person standing in a doorway of a rustic wooden structure, and a group of people walking along a narrow stream in a forested area.

Three-panel image highlighting regional tourism: a coastal view with sandy shores and waves, a person in a rural setting, and travelers walking along a forest trail. Text reads: 'Beyond the beaten track - Unlocking tourism growth across Asia Pacific.'

How dispersed travel can strengthen regional economies and support communities

In an age of algorithm-driven travel, travellers across Asia Pacific are actively seeking less crowded, more authentic experiences, creating new opportunities for regional and non-urban destinations.A new Airbnb report brings together new traveller research, platform data, and real-world case studies to explore how regional and small destinations can enable and empower tourism growth across Asia Pacific.

Read the full report

Grounded in data from across Asia Pacific

Discover insights, trends from independent polling and Airbnb data that show how regional tourism is reshaping travel, and reference case studies where policy solutions are already helping unlock further benefits.

7,000+

travellers polled

8

countries

14

first-time tourism towns

20

emerging destinations

Travellers in Asia and the Pacific have spoken

A circular graphic with an 89% statistic overlaying a scenic view of a lake and mountains at sunset, representing regional tourism data insights.

of travellers visited a non-urban destination in the past year

A hiker wearing an orange and blue outfit with a large backpack stands on a rock overlooking a lush green forest and distant mountains, with '91%' displayed in bold text overlaying the image.

plan to do so again

Circular graphic showing lush green terraced rice fields with mist-covered mountains in the background, overlaid with the statistic '1 in 4'.

would not have visited a rural destination without access to short-term accommodation

*YouGov survey commissioned by Airbnb featuring 7,076 leisure travellers aged 18+ across Australia, India, Indonesia, Japan, Malaysia, New Zealand, South Korea and Thailand, November 2025

Opportunities for unlocking regional tourism

As governments and tourism bodies seek to balance growth with liveability, tourism dispersal presents a practical opportunity. Thoughtful policy levers can help support the growth of regional communities into thriving, sustainably-managed destinations, including:

Examining current trends

Travel preferences are shifting toward non-urban and emerging destinations across APAC

Driving economic empowerment

Harnessing visitor dispersion to support local small businesses and entrepreneurship

Supporting community infrastructure

Investing in existing infrastructure like flexible accommodation supports travel, workforce mobility and essential stays in regional areas

Enabling sustainable growth

Crafting evidence-based policy that enables governments and destinations to manage visitor demand in a sustainable fashion

Read our recommendations

Our commitment to supporting regional tourism

Airbnb is committed to empowering rural, regional, and remote destinations across Asia Pacific by partnering with local communities, policymakers, and industry leaders to drive sustainable tourism growth, particularly in the following thematic pillars:

A vibrant cultural festival in buriram featuring a group of dancers in ornate gold and red traditional attire performing on a historic stone pathway, surrounded by spectators under colorful umbrellas.

Heritage & culture

Preserving and activating cultural assets that strengthen identity and attract visitors

A serene coastal scene with turquoise water, a person paddleboarding with a child, and a distant shoreline featuring houses and trees under a clear blue sky.

Responsible tourism

Supporting more intentional and conscious tourism that protect natural environments and promote responsible travel

A group of individuals in colorful traditional attire gathered around an outdoor table with food items, set against a backdrop of greenery and distant hills.

Community & education

Equipping regional communities with the tools, skills, and opportunities to benefit from tourism

Discover more resources

In this webinar hosted with the Pacific Asia Travel Association (PATA), experts from Airbnb and the Regional Australia Institute discuss what this shift means for regional economies, communities and tourism leaders. From emerging travel trends to practical strategies for destination preparedness, this session explores how regions can benefit from the growing demand for authentic, local experiences.