ABTA Travel Trends 2026 Reveal Growth Opportunities for Asia-Pacific as UK Travellers Embrace Long-Haul Experiential Holidays

ABTA Travel Trends 2026 highlights shifting patterns among UK travellers, providing a roadmap for Asia-Pacific destinations aiming to capture long-haul visitors seeking rich, immersive experiences. The findings show an increasing preference for holidays that combine culture, adventure, wellness, and flexibility, signalling significant opportunities for countries across the region to attract high-spending tourists in 2026.

Rising Long-Haul Interest Strengthens Asia-Pacific Destinations

UK travellers are showing renewed enthusiasm for long-distance travel, with destinations such as Australia, New Zealand, and the Pacific Islands growing their share of UK visitors from 7% to 10% in a single year. Despite rising global travel costs, many are willing to pay higher airfares in exchange for unique experiences, favourable local prices, and opportunities to explore remote, culturally rich locations.

For Asia-Pacific nations including Thailand, Indonesia, Vietnam, the Philippines, Japan, and South Korea, this trend represents a chance to attract travellers seeking more than standard tourism. Destinations offering natural beauty, wellness retreats, and immersive cultural experiences are becoming increasingly competitive, appealing to visitors looking for meaningful, memorable journeys.

Young Adults Driving Long-Haul Travel and Spending

The report identifies the 25–34 age group as a key driver of long-haul tourism. This segment demonstrates the highest intent to travel abroad, with 84% planning an international trip within the next 12 months and nearly half intending to spend more on travel in 2026.

These travellers are drawn to a mix of adventure, gastronomy, culture, and wellness. They value slow travel, flexible itineraries, and experiences that allow them to explore multiple destinations in one trip. Asia-Pacific destinations can attract this group by offering curated, multi-experience packages that provide authenticity, lifestyle alignment, and wellbeing-focused activities.

Short Cruises Becoming a Major Trend

Short cruises, lasting up to five days, have gained popularity, particularly among 18–34-year-olds, with interest growing from 19% in 2023 to 36% in 2025. The Asia-Pacific region is well-positioned to tap into this rising demand. Singapore has established itself as a hub for regional cruises, while emerging ports in Thailand, Vietnam, Indonesia, the Philippines, and Hong Kong are expanding infrastructure to meet growing interest.

Shorter cruises complement the existing 3–7 day regional loops, allowing long-haul travellers to combine sea and land-based travel, offering flexibility and additional holiday experiences in one journey.

Multi-Country, Flexible Land Travel on the Rise

Interest in multi-country travel is increasing among younger UK travellers, particularly those aged 18–24. Rail and overland trips have more than doubled in popularity over recent years, reflecting a desire for immersive exploration and slow-paced travel connecting multiple destinations.

While Asia-Pacific lacks Europe’s integrated rail networks, countries such as Japan, South Korea, Vietnam, Thailand, and Malaysia can attract this segment through heritage routes, soft-adventure experiences, and community-focused tourism. Flexible itineraries allow younger travellers to explore diverse cultures, landscapes, and experiences in one extended journey.

Shoulder-Season Travel Presents Opportunities

The ABTA “Super September” trend shows travellers moving away from traditional peak periods, with 24% planning holidays in September. Asia-Pacific destinations can capitalise on this by promoting late-summer and shoulder-season travel from September to November. Wellness retreats, cultural events, and indoor or weather-resilient experiences can attract visitors outside the typical high season, spreading demand and creating value-driven opportunities.

Strategic Recommendations for Asia-Pacific Tourism

The ABTA insights highlight several priorities for stakeholders in the region. Destinations should focus marketing efforts on high-spending 25–34-year-olds and emphasise long-haul, experience-driven travel. Expanding offerings in wellness, adventure, culture, and gastronomy will align with evolving traveller expectations.

Short cruises, multi-stop itineraries, and immersive travel packages offer substantial growth potential. Promoting sustainability, flexibility, and authentic local engagement will enhance appeal. Encouraging travel in shoulder seasons and offering value-driven packages beyond peak months can improve revenue and visitor distribution.

Positioning Asia-Pacific for Long-Haul Growth in 2026

With UK travellers showing strong spending potential, growing interest in long-haul destinations, and a desire for meaningful experiences, Asia-Pacific is positioned to benefit in 2026. By innovating travel offerings, providing immersive experiences, and targeting emerging traveller segments, destinations can capture significant international attention and establish themselves as leading long-haul markets for experience-focused tourism.

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