More Indians looking to travel to secondary destinations: Report

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In India alone, accommodation searches for secondary destinations have grown by 19 per cent in the first half of 2025 compared to the first half of 2023, according to new data by a travel platform.

The insights have been released ahead of World Tourism Day, which is observed on September 27 every year, to highlight the role of tourism in our lives, but not without promoting sustainable tourism, which has become the need of the hour of the years.

As travelers increasingly seek unique experiences, global travel platform Agoda notes a rise in accommodation searches for these lesser-known locales, even outpacing traditional hotspots. This trend not only has the potential to enrich travel experience but could also unlock economic opportunities for local communities, according to the company.

Data by the travel platform reveals that travelers are increasingly searching for secondary destinations, and at a pace 15 per cent faster than top tier destinations compared to the same period in 2023. This shift is evident in some of Asia's most popular tourism markets, like India, Indonesia, Japan, Malaysia, and Thailand, where tourism ministries actively promote secondary destinations. For instance, Japan's marketing focus on regional tourism and India's UDAN regional air connectivity program are playing a notable role in driving this change. In India alone, accommodation searches for secondary destinations have grown by 19 per cent.

Omri Morgenshtern, CEO of the travel platform, shared, "The increasing popularity of secondary destinations provides an opportunity to create a more prosperous travel industry and boost local economies. Agoda is proud to support this transformation by raising the profile of these locations to a global audience as we know spreading the tourism dollar more widely brings a wide range of benefits to communities."

Gaurav Malik, who is the country director, Indian Subcontinent & Indian Ocean Islands, of the travel platform said, " At Agoda, we're committed to supporting this trend by making it easier for both domestic and international travelers to discover and book stays in these emerging destinations.. We have seen a remarkable 19% rise in travel to secondary destinations, driven in part by initiatives such as regional air connectivity under the UDAN scheme. This shift gives travelers the opportunity to explore India's diverse cultural and natural heritage as well as helps spread the economic benefits to local communities."