Asia is experiencing a revival, but it’s not as if Asia has ever gone away; rather, we are seeing a resurgence of interest in Asia. Increased travel to Asia is fueled by the fact that travelers now come home with stories from their travels rather than just a passport stamped with visitation to Asia.
Asia is Currently Viewed Differently Than It Was in the Past
Travel today is not about going from tourist attraction to tourist attraction as quickly as possible. Today’s travelers are seeking authentic experiences, such as eating street food at midnight, visiting peaceful temples, engaging in conversations with local residents, and slowly moving through the countryside by train. The countries currently viewed as “the best of the best” by international tourism marketing experts in Asia fit all of these criteria perfectly and have even more options available.
Additionally, the countries people are most excited about do not include the “usual suspects.”
Vietnam: Food is the Star of the Show, Adventure is Just Around the Corner
Vietnam has been named the best food destination in Asia for the year 2025. This isn’t shocking because it is true. One minute you’re enjoying a bowl of bun cha and a cup of egg coffee in Hanoi, and then the next minute you’re taking a boat ride through Halong Bay.
Things only get better from there. While in Hue, you can take a cyclo ride to sample dishes worthy of a king, in Hoi An, you can create your own hand-crafted lantern, and in Saigon, you can hop onto a classic Vespa and be whisked away into the heart of the Mekong River. Vietnam will satisfy both your culinary desires as well as your curiosity.
When it comes to the rest of Japan, the whole country is filled with so many great experiences and opportunities. Festivals, beaches, mountain towns, and walkable tours provide a real glimpse into what life in Japan is really like.
The more time you spend on the road and slowing down, the more you will find the unique characteristics of Japan.
Asia is about contrasts and how they mix perfectly into one another. Old and new. Loud and quiet. Expected and unexpected. This is the perfect combination and what many of today’s travelers want.
Sri Lanka: Small Island, Big Experiences
Sri Lanka is a tiny island in size but gives you a lot for your money. In one day you can be climbing up the Sigiriya Rock Fortress in the morning and be sitting on a Ceylon tea plantation in the mist in the afternoon.
The train ride from Ella to Nuwara Eliya feels like riding through a series of postcard scenes. Include the wildlife at Minneriya National Park, the colonial towns, and the busy market scene and it feels like an endless number of activities on the island.
While K-pop and K-dramas may entice visitors to Korea, it’s the country’s natural beauty that ensures they stay for further exploration. Featuring more than 70% of its land covered in mountains, South Korea provides many opportunities for exploration and cultural experiences.
In South Korea, visitors will have the opportunity to learn how to create kimchi, meet the famous Haenyeo diving families from Jeju Island, visit grand tea houses, tour rocky volcanic formations, view scenic coastal temple sites, as well as attend the Korean Demilitarized Zone (DMZ) to learn about the unique history and culture of South Korea.
Uzbekistan is where you can step back in time as if it were the pages of a history book that has come back to life. The Silk Road cities are adorned with the beauty of shimmering blue domes, aromatic spices and shopping experiences that reflect the true charm of this country’s rich tradition of hospitality.
In Tashkent, art-filled metro stations will inspire you during your travels while while exploring the narrow alleyways of Khiva, crossing the hot sands of the Kyzyl Kum desert, and discovering the ancient walled city of Bukhara. You will then be amazed by Samarkand’s exquisite Registan and learn authentic family cooking techniques through family-styled cooking classes.
Meanwhile, Thailand continues to make strides in terms of its environment, as it always has done throughout its long history. Thailand offers many different forms of iconic architecture, exotic beaches, inventive flavors, and unique cultural experiences, but has recently adopted a more serious approach towards creating sustainable tourism opportunities.
Five days of food travel are followed by the second part of our 12-day culinary experience, featuring Bangkok street food and Chinatown bites, culminating in a late-night Thai cruise along the Chao Phraya River.
Taiwan: Quietly stealing the spotlight.
It is obvious that Taiwan is enjoying a time of great popularity. Night market hours are filled with sounds, artists are creating in urban spaces, and nature can be seen within walking distance from all of Taiwan’s cities.
From Taipei street food to Sun Moon Lake’s beauty, historical and artistic Tainan, creative and bustling Kaohsiung, and the breathtaking cliffs of Taroko Gorge—Taiwan provides a perfect balance of safety and adventure. Hot springs, temples, and hiking along the coast all contribute to the beauty of Taiwan.
India is an unpredictable destination with unlimited diversity. There are no cookie cutter experiences or ways to travel to India….you must explore the many different places to visit because each area will be totally unique.
The best way to see and experience this diversity is to take a trip through Karnataka (state) and Goa (state). It will be an intense experience with many colors and many great memories.
As the most travelled continent on Earth, Asia is not just popular because of its disguise or superficiality…Asia is a place to truly experience life the way it is lived (food, culture, scenery and people). This is what makes Asia more than just a travel destination…it is a place where the experiences you have become incredible stories worth telling.
