Agoda Highlights Rise of Secondary Destinations in Travel Ahead of World Tourism Day

New Delhi, 16 September 2025 – Digital travel platform Agoda is spotlighting the growing appeal of secondary destinations this World TourismDay. In India alone, accommodation searches for secondary destinations have grown by 19% compared to the same period in 2023.

As travelers increasingly seek unique experiences, 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.

Agoda's data reveals that travelers are increasingly searching for secondary destinations, and at a pace 15% 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.

As a digital travel platform, Agoda plays a key role in promoting Asia's secondary cities by enabling properties in rural areas to transition to digital platforms, increasing their visibility and accessibility. By partnering with Destination Management Organizations, Agoda leverages its extensive data insights and marketing channels to highlight lower-profile destinations.

Omri Morgenshtern, CEO of Agoda, 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, Country Director, Indian Subcontinent & Indian Ocean Islands, Agoda,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.”

In celebration of World Tourism Day, Agoda is launching a special sales campaign. Running from September 24 to October 8, the World Tourism Day sales will offer up to 60% off hotel bookings, with special flash sales on September 27 and October 6 offering up to 70% off, along with exclusive deals on flights and activities. Agoda VIP members will receive early access to deals from September 21 to 23. Discover more at Agoda.com and find the best deals on Agoda's mobile app.