A new report by Australia’s Wendy Wu Tours – The Journey Ahead – challenges common perceptions about Asia and dismisses concerns around cost, cultural differences, geopolitical tensions and pollution.
Those who take the leap into Asia are discovering a different reality, the report reveals.
Nearly half of travellers were impressed by the friendliness of locals (49%), affordability (47%) and stunning landscapes (43%).
Simon Bell, managing director of Wendy Wu Tours Australia, says, “We are witnessing an exciting evolution in Australian travel. People are slowing down, connecting more deeply, and prioritising experiences over checklists.
“Whether it’s exploring Asia for the first time or revisiting a favourite destination, like Japan, Australians are redefining what it means to travel with intention.”
Japan remains Australia’s number one travel destination, attracting more than one million visitors between July 2024 and June 2025. Repeat travellers are increasingly exploring beyond Tokyo and Kyoto, seeking scenic towns and immersive experiences.
The report also revealed that Australians are increasingly embracing slower travel and choosing depth over speed, with overcrowding, tourist levies, local protests, environmental impact, and a desire to explore undiscovered locations driving this behaviour.
AloJapan.com