As India prepares to mark World Tourism Day on September 27, 2025, the travel industry is buzzing with renewed energy and optimism. Two recent reports, one from Justdial and another from WiT Singapore in partnership with SocialSeal, shed light on the dramatic shifts in travel patterns and content consumption across Asia. Together, these insights reveal a travel landscape that is not only recovering from recent global disruptions but also evolving in fascinating ways.
According to Justdial, India’s leading local search engine, domestic tourism is experiencing a remarkable resurgence. Between January and August 2025, searches for domestic travel packages soared by 47% compared to the same period in 2024. This uptick isn’t confined to a single region or type of destination; rather, it spans the spiritual, the scenic, and the leisurely. Spiritual tourism, in particular, is enjoying a golden moment. Searches for Chardham packages jumped 73%, while interest in Kedarnath and Ayodhya rose by 39% and 40%, respectively. Even Shirdi, a perennial favorite, saw a 10% increase.
Leisure escapes are also seeing a boom. Kashmir experienced a 78% surge in searches, Kerala 82%, and Munnar 80%. Other classic getaways like Ooty, Shimla, Darjeeling, Manali, and Goa registered healthy double-digit growth, indicating a strong preference for accessible, shorter holidays. Hill stations in general saw a 26% increase in generic searches, a testament to their enduring appeal for Indian travelers seeking respite from the heat and hustle of city life.
International travel is not lagging far behind. Justdial reports a 44% rise in international travel searches Pan-India during the same period. Short-haul destinations are leading the charge: Nepal saw a staggering 78% increase, Thailand 70%, and Dubai 41%. Even Umrah packages, catering to religious travelers, grew by 7%. This surge is attributed to several factors, including rising disposable incomes, a renewed enthusiasm for travel following years of restrictions, and a noticeable shift in migration patterns—fewer Indians are heading overseas for study, prompting more to explore both their homeland and neighboring countries.
“The surge in travel demand reflects India’s rising disposable incomes, a growing preference for domestic holidays due to curtailed overseas study migration, and increased enthusiasm for short-haul and spiritual journeys,” Justdial’s report notes. The company, which connects travelers with thousands of verified tour operators and curated packages, sees tourism poised to become a major economic driver in the coming years.
But the story doesn’t stop at India’s borders. Ahead of the WiT Singapore conference slated for October 6-8, 2025, SocialSeal released a report delving into travel trends for China, Vietnam, and Japan. The most striking finding? There’s a clear shift in how travelers consume travel content. The days when travel inspiration was driven largely by dreamy, entertainment-focused videos seem to be fading. Today’s travelers crave practical, actionable information—think checklists, budget breakdowns, multi-day itineraries, shopping hacks, and localized tips.
“We hope these insights will help marketers better understand the new traveller behaviour that’s driving new travel patterns in the region and what content they find most useful and actionable,” said Yeoh Siew Hoon, founder of WiT, as reported by WiT Singapore. The report underscores that travelers want more than just to dream about their next destination; they want tools to make those dreams a reality.
China, in particular, is experiencing a wave of international attention for its dramatic cliffside destinations. Once the preserve of domestic tourists, places like Wangxian Valley and Zhangjiajie—made famous as the “Avatar Mountains”—are now drawing visitors from across Southeast Asia, including Malaysia, Singapore, Thailand, and, increasingly, Vietnam. The launch of a new high-speed rail line from Chongqing to Zhangjiajie has been a game-changer, making these breathtaking landscapes more accessible than ever before. Iconic attractions such as the glass bridge and the giant Bailong Elevator not only offer jaw-dropping views but also satisfy the modern traveler’s appetite for immersive and adventurous experiences.
The SocialSeal report also highlights the importance of culturally nuanced content. In a region as diverse as Asia, one-size-fits-all marketing simply doesn’t cut it. Travel brands are being urged to tailor their messaging, formats, and even languages to suit the unique preferences of different nationalities. The most effective content is delivered by relatable creators and, ideally, in bilingual formats. This approach caters to the “checklist mindset” that now dominates travel planning, where travelers bookmark and trust content that’s practical, actionable, and easy to use.
This maturation in travel content consumption represents a significant departure from the viral trends that once dominated social media feeds. Today’s travelers are discerning; they’re looking for information that helps them plan efficiently and travel smarter. As SocialSeal’s report puts it, “There is a maturation in travel content consumption—moving past fleeting viral fads toward formats that travellers bookmark, trust, and use to help them plan, not just dream.”
These trends are not just theoretical. They’re already reshaping the way destinations market themselves and how travelers make decisions. For example, India’s spiritual and leisure tourism boom is being fueled by easy access to verified information and curated packages, while China’s scenic wonders are being unlocked for international audiences thanks to improved infrastructure and targeted, practical content.
For travel marketers and operators, the message is clear: success in 2025 and beyond will depend on understanding and adapting to these new realities. Whether it’s leveraging local search engines like Justdial to connect with domestic travelers or crafting culturally sensitive, utility-driven content for international audiences, the key is to keep pace with rapidly evolving preferences.
As World Tourism Day approaches, the industry finds itself at a crossroads—one where opportunity and innovation go hand in hand. The numbers tell an optimistic story: more Indians are traveling, both within their own country and abroad, while travelers across Asia are seeking deeper, more meaningful experiences, guided by actionable information and tailored content. It’s a landscape that rewards those who listen closely to what travelers want and respond with creativity and care.
In the end, the revival of travel across India and Asia in 2025 is more than just a return to pre-pandemic normalcy. It’s a transformation—one that’s making journeys more accessible, more informed, and, ultimately, more rewarding for everyone involved.