What You Need to Know: European Travelers Eye Asia’s Walkable, Wellness-Focused Destinations This Summer, Says Agoda

Agoda’s 2025 Europe to Asia Summer Travel Trends Report reveals a sharp rise in European interest for Asian destinations, driven by a desire for wellness and walkability.

Thailand, Indonesia, Japan, Malaysia, and Vietnam emerged as the most searched summer getaways among travelers from the United Kingdom, France, Germany, Spain, and the Netherlands.

Among rising markets, Greece led with a 23% increase in search volume, followed by Turkey at 21% and Poland at 17%.

Agoda attributes this shift to evolving traveler behaviors, where Europeans seek immersive cultural experiences in walkable urban landscapes.

Walkable cities such as Chiang Khan in Thailand, Melaka in Malaysia, and Hanoi in Vietnam are gaining traction for their vibrant neighborhoods and accessibility to local heritage sites.

Hotels in these areas are encouraged to promote proximity to attractions and offer amenities like walking tour maps or guided experiences to capitalize on this demand.

Andrew Smith, Agoda’s Senior Vice President for Supply, emphasized that personalization is key. “By leveraging data-driven insights, hoteliers can move beyond traditional offerings to curate experiences that reflect the growing demand for wellness, walkability, and local authenticity,” Smith said.

The boom in wellness tourism is another major draw. Research from Mordor Intelligence projects Asia’s wellness travel market to hit USD 156 billion by 2025.

Travelers are seeking more than sightseeing—they want restorative experiences such as yoga classes, digital detox retreats, and spa packages bundled with their stays.

Destinations like Chiang Khan serve as prime examples, offering car-free walking zones, serene riverside sunrises, and slow-paced itineraries perfect for mental and physical recharge.

This trend presents an opportunity for Asian hoteliers to reframe their positioning—not just as places to sleep, but as gateways to deeper local experiences.

Agoda, with a portfolio of over 6 million properties, 130,000 flight routes, and more than 300,000 activities, continues to shape travel preferences through insights and partnerships.

Hotels that blend wellness, walkability, and authenticity stand to gain the most this summer as Europeans increasingly trade in fast-paced vacations for mindful journeys.