Bandung Becomes One of Asia's Fastest-Growing Travel Destinations

January 25, 2026 | 05:21 pm

TEMPO.CO, Jakarta – Bandung, the capital of Indonesia’s West Java province, has been named one of Asia’s five fastest-growing destinations for international tourists in 2025, according to the latest New Horizons ranking released by digital travel platform Agoda.

The city ranked third on the list, which tracks destinations recording the sharpest growth in international accommodation bookings across Asia.

Vietnam’s Sapa topped the ranking, followed by Okayama in Japan, while Matsuyama and Takamatsu, both in Japan, placed fourth and fifth.

Rising Appeal of Secondary Cities in Asia

Agoda said Bandung’s rising popularity is driven by its scenic mountain setting, cooler climate, well-preserved colonial-era architecture, rich cultural offerings, and diverse culinary scene, making it an attractive alternative to more established tourist hubs.

Jay Lee, Agoda’s North Asia regional director, said lesser-known cities are increasingly emerging as preferred destinations for travelers seeking authentic and immersive experiences.

He noted that secondary destinations are attracting more tourist interest and spending, signaling a shift in Asia’s travel landscape for 2026 and beyond.

The New Horizons ranking is published annually and compares international accommodation booking data from two consecutive years to identify destinations with the fastest growth. The 2025 list was compiled using data from January to November 2025 and compared with the same period in 2024.

Bandung's Tourist Arrivals Jump

Bandung’s local government has also reported a surge in visitor numbers. By the third quarter of 2025, the city recorded approximately 6.5 million tourist visits, according to official data.

Culinary tourism accounted for around 60 percent of visitor activities, followed by shopping, fashion, and heritage tourism.

In addition to the top five, Agoda noted several new destinations entering Asia’s top 100 international travel rankings for the first time in 2025. These include Ko Phangan and Ko Tao in Thailand, as well as Nagano, Nara, Shizuoka, Kagoshima, and Aomori in Japan.

Agoda said the rise of these destinations reflects a broader trend among international travelers, who are increasingly seeking new experiences beyond Asia’s traditional tourism hotspots, even in countries long established as major travel destinations.

Read: Vietnam's Tourism Grows, Thailand Worries About Losing Competitiveness

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