The rise of secondary destinations

As we mark World Tourism Day tomorrow, we're turning the spotlight on one of the unsung heroes of travel — secondary destinations.

- Omri Morgenshtern

This international awareness day gives our industry an opportunity to take a pause and reflect on how travel is evolving. At Agoda, we see the growing popularity of secondary cities as a notable development in the travel market.

Based on accommodation searches made on our platform for top destinations in Asia, we can see that searches for secondary destinations outpaced the traditional hotspots.

For travellers, this emerging travel segment has something special to offer think fresh adventures, different cultures, culinary and natural attractions. From an economic viewpoint, emerging destinations can help build a more resilient tourism sector, bringing in tourism dollars alongside ever-popular high-profile destinations.

For communities, this shift brings with it a chance to share in the economic benefits of tourism in the form of new business opportunities and jobs.

Market strategies are paying off. But encouraging new visitors to travel beyond the usual hotspots takes planning, investment and patience. Governments and tourism authorities need to be in it for the long term if they are to reap the benefits.

Policy makers and responsible leaders focus on making the traveller's experience as frictionless as possible. They are investing in infrastructure to ensure greater connectivity while running effective marketing campaigns to promote the unique attributes of these hidden gems.