The Great Asian Pivot
For decades, an international trip for many Indians meant saving up for a tour of Europe or a visit to the United States. But a powerful new trend has emerged, with travellers looking East instead of West. A combination of factors is fuelling this shift:
a growing and increasingly affluent middle class, a desire for new and diverse experiences, and straightforward economics. Industry data highlights a clear pattern: during the peak holiday season of May-June 2026, travel bookings to Asia saw a sharp increase of 25% to 35% year-on-year, while bookings for Europe declined by 10% to 15%. This isn't just about finding cheaper alternatives; it's a reflection of a confident new Indian traveller exploring the incredible diversity within their own continent.
Visa: The Path of Least Resistance
One of the single biggest drivers of this eastward shift has been the ease of entry. While securing a visa for Europe or the US can often involve long waits and extensive paperwork, many Asian nations have rolled out the red carpet for Indian tourists with simplified e-visas and visa-on-arrival policies. Until recently, Thailand even offered visa-free entry, which supercharged its popularity. Although Thailand has recently ended its visa-free scheme for Indians as of early July 2026, shifting to a visa-on-arrival system, the convenience it offered has already cemented its place in the minds of travellers. This hassle-free access has made spontaneous trips and family holidays significantly more appealing and accessible.
Thailand: The Evergreen Favourite
Thailand has long been a go-to destination for Indians, and its appeal continues to grow. It offers an unbeatable mix of affordability, stunning beaches, vibrant nightlife, and rich cultural experiences. For many, it serves as the perfect first international trip, thanks to its well-developed tourism infrastructure and the widespread availability of Indian food. Increased flight connectivity makes it just a short hop away. The country caters to every type of traveller, from backpackers and solo adventurers to families looking for luxury resorts and groups seeking bustling city life in Bangkok or serene island escapes in Phuket.
Vietnam: The Exciting Newcomer
Vietnam is rapidly emerging as the new star on the Southeast Asian travel circuit, with some reports showing a 30% to 40% increase in Indian tourist interest. The country is attracting travellers who may have already experienced Thailand and are looking for something new. With breathtaking landscapes like Ha Long Bay, the historical charm of Hoi An, and a world-renowned food scene, Vietnam offers a unique blend of adventure and culture. An expanding network of direct flights and a reputation for being exceptionally budget-friendly have made it a compelling alternative, drawing in everyone from luxury-seeking families to young explorers.
Japan: The Aspirational Choice
Once considered a distant and expensive dream, Japan has become a surprisingly attainable and highly sought-after destination for Indian tourists. The number of Indian visitors has seen a dramatic rise, with arrivals in 2025 crossing 300,000 for the first time, a 35.2% increase over 2024. The appeal lies in its unique blend of ancient tradition and futuristic modernity, from the tranquil temples of Kyoto to the neon-lit streets of Tokyo. A simplified visa process, coupled with a growing interest in its culture, food, and natural beauty—like the famed cherry blossoms and autumn colours—has put Japan firmly on the map for the discerning Indian traveller. Indian tourists in Japan also tend to spend more per person than the average visitor, indicating a focus on high-quality, experience-led travel.
Culture and Connectivity
Beyond visas and costs, a cultural shift is also at play. The global rise of Asian pop culture, including K-dramas and Japanese anime, has sparked curiosity and travel interest, especially among younger Gen Z travellers. Social media platforms are flooded with images of Ha Long Bay cruises and Tokyo's Shibuya Crossing, making these destinations feel both familiar and desirable. Furthermore, airlines have been quick to respond, adding more direct flights from major Indian cities to hubs like Bangkok, Ho Chi Minh City, and Tokyo, which significantly reduces travel time and enhances convenience. This combination of cultural resonance and practical accessibility is ensuring the Asia-first travel trend is here to stay.
