India vs. China vs. Japan: What Drives Travel in Asia’s Top Markets

Asia’s top travel markets are rebounding on their own terms — favoring regional trips, redefining luxury, and reshaping global travel demand.

Asia’s outbound travel is back, but it looks very different across the region's three most important markets: India, China, and Japan.

Skift Research’s latest report, Asia Rising: Inside the Minds of 2025’s Most Valuable Travelers, unpacks what’s driving these markets, where they’re headed, and how travel brands must adapt.

Domestic and regional travel are the clear winners in Asia’s recovery story. India and China have bounced back with force, showing a surge in domestic movement and short-haul international trips. Japan, by contrast, remains more hesitant — a market still cautious, still restrained.