While hoteliers stateside continues to wait for the return of travelers from China and other Asian countries, new studies from MMGY Global and Hilton show a strong intent for international trips by Asian travelers and an increasingly positive outlook on travel among Asians, in general.
MMGY's 2023 "Portrait of Asian International Travelers" survey states international travelers from Asian countries intend to take 2.3 international trips on average over a two-year period spending $3,223 per trip.
According to the study, the destinations they're looking at are broad, with Europe, the South Pacific, the U.S., Canada and countries across Southeast Asia as the top "wish-list destinations." The biggest barriers to travel are concerns about personal safety, costs and potential flight cancellations and disruptions.
Hilton's 2024 Trends Report, which included a global survey done by Ipsos, highlights how positive sentiment about travel is growing across Asia.
In total, 83% of respondents said they feel proud that their own countries are rising in popularity as travel destinations.
“In fact, our research found that 77% of [Asia-Pacific] travelers are seeking to better understand their own heritage through travel, with 75% looking to learn more about other Asian cultures,” said Ben George, senior vice president and commercial director in Asia Pacific for Hilton, in a news release.