High-net-worth individuals across Asia Pacific are reshaping the luxury travel market by seeking meaningful, purpose-driven experiences over traditional displays of wealth. At the ILTM Asia Pacific 2025 conference, Simon Baptist, APAC Principal Economist at Visa, noted that “Asia will account for almost half the globe’s new high-net-worth individuals with a US$2.14 trillion market potential in the top 10 economies in the Asia Pacific area by 2028.” Visa’s survey of 1,500 affluent individuals revealed that personal wellness, cultural immersion, and family connection are becoming primary travel motivations, replacing material indulgence. Baptist added, “Today’s affluent travelers are not just looking for the best products; they’re searching for the best experiences that resonate with who they are as individuals.”
Luxury travelers now identify as “experience maximizers” and “value-driven connoisseurs,” reflecting a preference for curated cultural and culinary experiences. The trend is especially visible in the growth of intra-Asia travel, with premium tourism rising in Southeast Asia. China remains a major source of outbound travel, while India, Vietnam, and the Philippines are rapidly gaining prominence. Baptist highlighted, “There’s a clear surge in intra-Asia travel. The appetite for premium, luxurious experiences is here – and it’s closer to home.” For travel providers, adapting to this mindset means offering tailored, culturally relevant experiences that align with the personal values of the modern luxury traveler.