KUALA LUMPUR, June 19 (Bernama) -- Spain remains the world's most popular summer travel destination, but Asian markets are rapidly gaining momentum, with Japan rising to second place globally and South Korea recording the strongest growth among leading destinations, according to Holafly's Summer Travel Report 2026.
The travel eSIM provider said Spain retained the top position in its latest ranking, followed by Japan, the United States and South Korea. Thailand also entered the global top 10 for the first time, underscoring Asia's growing influence on international travel demand.
Holafly Brand Director, Daniela Prado said Asia is generating the strongest momentum in global tourism, with Japan and South Korea increasingly attracting travellers from multiple regions and shaping a new generation of international travel experiences.
In a statement, Holafly said the findings point to a shift in global travel preferences, with Asian destinations attracting increasing interest from travellers across North America, Europe and the Asia-Pacific region.
Japan emerged as one of the strongest performers in the survey, while Tokyo was the most-mentioned city destination. The report attributed the country's appeal to its combination of culture, cuisine, technology, nature and entertainment offerings.
The study also found that 46.4 per cent of respondents plan to travel abroad this year, up from 37.6 per cent in 2025. More than half expect to visit multiple destinations during a single trip, reflecting growing demand for longer and experience-driven itineraries.
Holafly said major international events are helping drive the trend, with 75 per cent of travellers planning to attend the FIFA World Cup intending to visit two or more host cities during their journeys.
According to the Japan National Tourism Organization, Japan recorded a record number of international visitors in 2025, while South Korea continues to benefit from the global popularity of Korean culture, entertainment and cuisine.
-- BERNAMA
