Asia Pacific Tourism Shifts As China Expands Visa Access, Regional Travel Recovers

China's air travel growth is slowing as airlines struggle to improve margins despite better aircraft utilization, and they are now expected to underperform compared to travel platform Trip.com. However, China is shifting its tourism strategy to be more inbound-friendly by expanding visa-free transit and signing visa agreements, which is part of broader trends reshaping travel in the Asia Pacific region. Seasonal travel patterns have stabilized in 2025, with many destinations returning to pre-pandemic rhythms, and some countries like Japan and Vietnam are exceeding 2019 visitor numbers. Meanwhile, travelers are increasingly seeking unique, less crowded destinations to experience authentic local culture, as seen in the Philippines where hidden gems like Amadeo and Capas offer immersive experiences away from typical tourist spots. Short, restorative trips or "micro-cations" are also rising in popularity globally, with travelers prioritizing mental well-being and relaxation through brief getaways rather than longer vacations. Lastly, influencer-recommended travel in Taipei, especially popular among Filipino tourists, highlights iconic food markets and family-friendly attractions, showcasing the city's vibrant culture and culinary appeal.