Our friends at Scott Dunn recently shared their annual year-end guest survey of around 4,000 guests based in Asia. The survey is focused on better understanding the travel trends for Asian travellers in the new year and we share the 5 most popular travel destinations in 2023.
While Asia’s appetite for international travel has undoubtedly returned, there is still a sizable proportion of travellers who are wary. While nearly half of all guests polled (46%) say they can’t wait to get on a plane and travel abroad, 31% prefer to take a more measured approach to travel, remaining wary of potential travel disruptions in the new year. Furthermore, 19% want to go out, but not too far away from home, indicating a more measured approach.
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Travel confidence has returned, with 100% of respondents saying they will take at least one trip next year, an 87% increase from 2022. The majority of guests — 71% — plan to travel at least twice next year, with 22% planning to travel four or more times in 2023. Many people are sick of pandemic-related travel restrictions and eagerly await their long-awaited freedom to travel.
Slow travel is an emerging trend among Scott Dunn’s luxury guest segment: the highest preference among guests is to spend 1 – 2 weeks in a single destination, highlighting their desire to fully explore and discover a location.
Cultural experiences, food and drink, and experiencing local life and people are the top three things that luxury travel segment guests are looking for while on vacation, in descending order, reflecting a desire to truly connect with and discover the destinations that they’re visiting, rather than visiting as a more traditional and disconnected tourist.
Discovering a new destination came in the first place as a reason to travel in 2023, followed by crossing off bucket list destinations in the second and rediscovering favourite places in the third. Ticking off bucket list destinations, on the other hand, came in fifth last year, trailing only rediscovering favourite places, indicating that more luxury travellers are truly looking to travel outside of their comfort zone and visit new, unexplored places. This where they voted for the top 5 most popular travel destinations in 2023.
The survey results have assisted Scott Dunn’s intuitive team of travel experts in shaping and forming their predictions for the year ahead, particularly in the segment of luxury.
Based on the guest survey, the following 5 most popular travel destinations in 2023 are trending with Asian travellers for 2023, along with several luxurious itinerary suggestions from the Scott Dunn team. With dedicated travel experts and a team at your disposal, you’ll always have support and assistance wherever you go.
Explore wonderful Bhutan
The Kingdom of Bhutan is frequently referred to as the world’s happiest country, owing to its governing philosophy of Gross National Happiness, a term coined by the 4th King of Bhutan in 1972 to measure the population’s collective happiness and well-being. It’s also one of the world’s least-visited countries, making it an ideal destination for seasoned travellers: Bhutan is an excellent choice, given that 82% of Scott Dunn guests are looking forward to visiting a new destination that they have never visited before.
Bhutan is home to a wealth of natural and cultural discoveries, including mountain-top temples high in the clouds, rolling, verdant valleys, and a rich history.
Bhutan is the ultimate outdoor destination, located almost entirely within the Himalayas and home to several world-class hiking trails. Hike up to Tiger’s Nest Monastery for nature lovers to marvel at this truly remarkable architectural achievement. It is one of Bhutan’s most famous sights, perched above 3000 metres of sheer rock above the valley floor. It is also an ideal growing environment for Bhutan’s prized mushroom, the iconic Matsutake, which is popular among gourmet chefs all over the world. Bhutan also has a plethora of cultural discoveries. Take a cultural tour of Thimphu, where you’ll visit the capital’s main artist hub and get an exclusive look at both traditional and contemporary Bhutanese art.
The famed Black Necked Crane Festival, held every year on November 11th, attracts approximately 600 cranes migrating from the Tibetan plateau into Bhutan. The annual arrival of these cranes, believed to be the deities and protectors of the valley, is a deeply moving sight.
Bhutanese rivers, particularly those in Paro and Thimphu, are usually teeming with brown and snow trout from April to May. For those interested in fly fishing, this is the best time to get started — but keep in mind that ‘catch and release’ is usually the norm, and is prohibited during the breeding season in October and November.
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Discover Croatia
Europe remains the most popular regional destination for Scott Dunn guests in 2023, with well-known destinations such as Greece, Spain, and Italy ranking among the top ten most popular countries in the survey. While Europe remains the region of choice for travellers, the overwhelming majority of guests want to discover a destination they’ve never been to before, which begs the question: how do you reconcile the two?
When it comes to beautiful European cities with a lot to offer, Croatia is often overlooked in favour of more popular destinations such as Italy or France. Croatia is a true hidden gem in the region, with its pebbled beaches and incredibly diverse list of islands — the country has over 1,000 islands — as well as a vibrant wine production scene, a rich history, and fresh seafood caught straight from the Adriatic Sea. However, Asian travellers have voted it one of the most popular tourist destinations in Europe.
To satisfy your curiosity and spot familiar scenes from HBO’s epic fantasy TV series Game of Thrones, take a carefully curated, private Dubrovnik Old Town Walking Tour; the Croatian city of Dubrovnik doubled for King’s Landing, the main capital city depicted in the show. Even if you haven’t seen the show, the walking tour promises an intriguing, authentic look at the city’s fascinating history, with stops at age-old taverns and the stunning Rector’s Palace.
Foodies will also enjoy sampling the various cuisines from Croatia’s many regions, each with its own distinct culinary traditions. The coastal region is heavily influenced by Mediterranean cuisine, which includes the famous brudet, a vibrant Dalmatian fish stew, while other inland regions are known for their hearty roasts.
Summer is one of the best times to visit Croatia’s stunning wine region, Hvar. There, you can sample the finest wines from the island and tour the grandiose cellar of the Bastijana winery, getting an insider’s view of the grape harvest and wine-making process. Summer is also the best time to visit the region’s beautiful lavender fields, which stretch beyond the hills and into the picturesque landscape.
Visit the beautiful forests of Istria in the autumn and learn the art of truffle foraging with an experienced local truffle hunter — the season is ideal for the coveted white truffle.
Fall in love with fascinating Cambodia
Cambodia is an often-overlooked Southeast Asian destination, but the country’s amazing natural beauty, fascinating history, and abundance of family-friendly activities make it a popular destination for those seeking authentic cultural and wildlife experiences; according to Scott Dunn’s survey, cultural experiences are the most popular holiday interests.
Experts at Scott Dunn predict that Cambodia will emerge as a new destination in the coming year: A sizable proportion of guests (19%) intend to travel abroad in 2023, but not too far from home. Discover familiar Cambodian destinations and icons with Scott Dunn’s knowledgeable expert guides, who can help elevate your Cambodian adventure by providing insider tips and taking you to secret spots rarely visited by other tourists.
Cambodia is brimming with fascinating cultural discoveries. Immerse yourself in the ancient city of Angkor, the former capital city of the Khmer Empire, on this exhilarating countryside adventure that includes an ox-cart ride through local villages, a boat ride through an Angkorian rice irrigation system, and a performance by local musicians across rice paddies levees. If you prefer more action, go quad-biking for a different perspective of the countryside.
The dry season, which lasts from November to April, is the best time to visit Cambodia because the days are warm and sunny, making them ideal for sightseeing. This is where the most travellers will visit the country, and also because it is one of the most popular travel destinations for next year.
The wet season lasts from May to October, with September being the peak of the monsoon. This can be an excellent time for daring explorers and photographers: At this time of year, the dramatic skies cast beautiful light across the land, particularly on the iconic Angkor temple complex.
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Japan is on everyone’s list
Unsurprisingly, Japan has reclaimed the top spot as the most popular country for travellers in the region to visit in the new year, with 69% of travellers selecting Japan as their top destination choice for 2023. Why would they not? Japan is a land of contrasts, where old meets new and advanced technology meets breathtaking natural beauty. It is no wonder that it was voted one of the most popular tourist destinations for Asian travellers.
Japan has it all, from the scenic powder white snow of Niseko to the stunning bright neon lights in the streets of Shinjuku to the incredible facade of the historic Himeji Castle.
Japan is the ultimate culinary destination, with a diverse range of regional cuisines, cooking styles, and ancient culinary traditions. Enjoy a sake-themed day tour of Saijo, where you will visit local brewers and have the opportunity to taste, learn, and identify the subtle differences between different varieties of sake, or explore the area’s never-ending maze of bars and restaurants. For a more active adventure, take an immersive guided cycling tour through the countryside of the atmospheric town of Hida Furukawa, taking in the relaxing scenery of farming villages and paddy fields.
For foodies, the incredible mile-long Nishiki Food Market known as Kyoto’s Kitchen offers an immersive experience to satisfy your taste buds.
Spring and autumn are typically the best seasons to visit Japan because this is when the country’s naturally stunning scenery comes alive. In Japan, spring brings the much-anticipated cherry blossom season, with beautiful pink and red blooms providing a lovely backdrop wherever you go. The months of March and April are ideal for viewing the famous spectacle.
Be amazed by New Zealand
New Zealand has a lot to offer outdoor enthusiasts, with its soaring mountains, ancient glaciers, massive forests, unique wildlife, and superb beaches — but its cosmopolitan cities, vibrant arts scene, and the emerging culinary scene also make it an appealing destination for urbanites.
Multigenerational travel is also becoming more popular in Asia, with a 14% increase in guests expecting to travel with their extended family in 2023 compared to last year. New Zealand, a destination not far from the region but boasting a plethora of activities and attractions, is truly one of the most diverse and exciting holiday destinations in the world, with something for everyone.
One of the best ways to soak in the beauty of New Zealand’s natural landscapes is on a private helicopter tour, which offers sweeping vistas of vast glaciers, densely forested hills, and inky blue waters from Fiordland to Dusky Sound. Immerse yourself in dramatic scenery and spring-fed streams while fishing in a variety of styles depending on the time of year.
Oenophiles will want to sample the best wines New Zealand has to offer during this exclusive wine tour of Marlborough, the country’s largest grape-growing region with over 100 wineries.
One of the best things about New Zealand is that it is a country that allows for year-round travel. New Zealand’s climate is extremely pleasant, with warm and balmy summers and cold crisp winter months with beautifully clear blue skies. The warmer high-season months of November to April are ideal for outdoor exploration, while the colder months of June to August are ideal for skiing or relaxing in front of a cozy, roaring log fire after a day’s adventure.
What countries make your list of the most popular travel destinations in 2023
Do you have any suggestions for popular tourist destinations that you wanted to see on our list? Drop us an email or leave a comment and we’ll be sure to add them to our list.
