Travellers across Asia Pacific are increasingly choosing quieter, off-the-beaten-path destinations instead of big cities, as they seek more meaningful ways to travel.
According to Airbnb’s latest report, Beyond the Beaten Track: Unlocking Tourism Growth Across Asia Pacific, 89% of travellers in Asia Pacific visited a non-urban destination in the past 12 months, and 91% plan to do so in the year ahead. Nearly half of these travellers are Gen Z or Millennials, reflecting a generational shift towards travel that feels more local, authentic and immersive.
Here are some key takeaways:
- Stays in non-urban destinations on Airbnb are growing, driven by demand for nature, culture and slower pace of life
- Local communities are benefitting, with >50% hosts using hosting income to pay for everyday
- Domestic travel dominates non-urban
Sharon Chan, Airbnb’s Communications Director for Asia Pacific said, “The world is more connected now than ever before, and this is reflected in the way people travel. In APAC, travellers are looking beyond the typical tourist hotspots and seeking to discover and explore hidden gems in suburban and rural areas that feel slower, more personal, and in tune with local life. What comes along with rural tourism, apart from cultural exchange, is the economic empowerment of small businesses and hosts who are at the heart of these smaller, local communities.”
Rural is on the rise as travellers look for authenticity and connection
Airbnb data shows low double-digit year-on-year growth in nights stayed in non-urban listings across Asia Pacific, reflecting sustained demand for destinations outside major cities.
Nature and scenery (53%), as well as peace and relaxation (53%) are among the top reasons travellers are choosing non-urban destinations. A desire for deeper cultural connection is also a key motivator, with 83% of travellers saying they look for experiences that connect them with local communities. Destinations gaining traction in travellers’ searches include Takashima (Japan), Kodagu (India) and Hepburn (Australia)* – places offering scenic beauty, cultural depth, and an escape from crowded city centres, highlighting broad-based growth across both rural and coastal locations.
Domestic travel accounts for a significant share of non-urban stays. For the 12 months to Q3 2025, two-thirds of check-ins at non-urban listings across Asia Pacific were by domestic travellers, with this share exceeding 90% in markets such as India and South Korea.
Putting new travel destinations on the map
Accommodation availability is a key factor in the choice of travel destinations. More than seven in ten (72%) travellers say they are more likely to visit rural destinations if accommodation options such as home-sharing and vacation rentals are available, while one in four travellers (25%) would not have visited at all without these options.
This is supported by Airbnb data where over the past year, a number of communities across Japan, India, Thailand, Australia, Indonesia and the Philippines welcomed their first-ever Airbnb guests. This includes destinations such as Yahiko (Japan), Kaushambi (India), Kong Ra (Thailand), Westonia (Australia), Kabupaten Nabire (Indonesia), and more. These first-time stays reflect expanding accommodation availability in locations where conventional accommodation options such as hotels can often be limited, helping travellers uncover destinations that once felt out of reach.
When travel spreads out, local communities benefit the most
The report also highlights the economic activity associated with hosting in non-urban areas. More than a third of hosts across Asia Pacific said hosting helps them make ends meet, while over half reported using hosting income to cover everyday household expenses, particularly as living costs rise.
Hosting also supports local service providers. Almost half of hosts said they hire local tradespeople such as plumbers, gardeners or carpenters, while two in five reported using local professional cleaning services to maintain their listings.
Traveller spending further contributes to local economies. Travellers reported spending about USD $157 per person on average on a rural trip excluding accommodation, primarily on food, groceries and local markets. Nearly all guests surveyed said recommendations from their Airbnb host influenced where they spent money during their stay. As Airbnb continues to expand its Experiences and Services offerings first launched in May 2025 globally, this will also allow travellers to further engage in activities in the communities they visit, helping direct spending to a wider range of local providers.
With travel demand across Asia Pacific remaining strong, Airbnb’s Beyond the Beaten Track: Unlocking Tourism Growth Across Asia Pacific report provides insight into how non-urban2 destinations are contributing to evolving travel patterns, expanding accommodation options, and supporting economic activity across a wider range of communities.
