Indian holidaymakers are increasingly abandoning traditional European summer circuits in favour of Asian destinations, according to the latest search data from Airbnb.
Asia destinations see strong demand among Indian travellers amid Gen Z travel surge: Airbnb dataThe trend is being propelled by “Generation Z”—travellers born between the late 1990s and early 2010s—who now account for more than 40 per cent of all summer searches on the platform. This demographic’s interest in Japan and South Korea has surged, with searches for Busan rising by 95 per cent and Tokyo by 90 per cent year-on-year.
The shift suggests that pop culture influence, specifically Korean and Japanese media, is now a primary driver of Indian outbound capital. Secondary Asian hubs like Kuala Lumpur and Bangkok continue to see steady growth, supported by increased flight connectivity and eased visa requirements.
“Indian travellers are slowly moving beyond the templatised and obvious,” said Amanpreet Singh Bajaj, country manager for Airbnb India and Southeast Asia. Bajaj noted that Asia offers a “rare” mix of cultural familiarity and discovery, making it an attractive option for the short-term, experience-led trips favoured by younger Indians.
Domestically, the data reveals a cooling of interest in oversaturated hill stations in favour of heritage and coastal locations. Thiruvananthapuram has recorded a 90 per cent growth in search interest, followed by Jaipur (70 per cent) and Meghalaya (70 per cent). The rise of Puri (30 per cent) further indicates a trend toward “spiritual tourism” being rebranded for a younger, social-media-conscious audience.
Despite the rise of the solo “creator” traveller, tourism remains a collective activity in the Indian market; 60 per cent of searches on the platform are for group or family bookings.
For the hospitality sector, the 60 per cent year-on-year growth in Gen Z activity represents a structural change in the market. This cohort’s preference for “experience-based” travel—including concerts and culinary tours—is forcing platforms like Airbnb to pivot their inventory toward urban “lifestyle” hubs rather than traditional leisure resorts. As the Indian summer peaks, the combination of affordability in Southeast Asia and the aspirational pull of East Asia is redrawing the map for the country’s multi-billion dollar travel spend.
Published On Apr 21, 2026 at 04:18 PM IST
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