What’s next on the bucket list, as seen at the recent MATTA Fair 2025? It’s in with Asia, and out with America.
Regional travel has a renewed focus, partly driven by ongoing US tariff tensions. While economists may view this with concern, travel agents on the ground are seeing opportunities emerge.
Many travel agents have reported growing interest in short-haul getaways to destinations such as Taiwan, South Korea, and Vietnam.
“People are still talking about the US, but when it comes to booking, they are choosing regional – it’s cheaper, easier and gives them more security right now,” said Andy Soon of Golden Destinations.
A pivot or permanent shift?
Could this be just a temporary pivot? While interest in the US and European destinations hasn’t vanished, many agents noted a clear softening.
“Travellers are prioritising value and cultural familiarity. We see a rise in small group travels because regional travel feels safer and more manageable,” said a spokesperson from Apple Vacations.
The buzz at MATTA may signal a shift, but the potential stretches far beyond.
As MATTA president Nigel Wong put it, “Tourism, particularly intra-ASEAN travel, holds the power to build regional resilience. We’re talking about a region with over 698 million people and a rising middle class that’s increasingly mobile. The affordability of travel within ASEAN, combined with shared cultural roots and close proximity, makes it an ideal time to strengthen connectivity, expand regional tourism corridors, and create more seamless travel experiences across borders.”
Muslim-friendly travel comes into focus
This move toward closer, more culturally connected destinations is also driving demand for Muslim-friendly travel.
Adam Kamal of Suka Travel said, “The Muslim-friendly travel space has really matured. It’s no longer just about halal food or prayer spaces – travellers are looking for deeper, more meaningful connections. Alhamdulillah, we have been working closely with some tourism boards to include experiences like meeting local Muslim communities or exploring Islamic heritage. Asia, especially within ASEAN, is incredibly welcoming toward Muslim travellers – and that’s a real value today.”
Stronger together
With travellers increasingly leaning into regional options, industry leaders are calling for stronger collaboration to meet the moment. This is ASEAN’s opportunity to strengthen seamless cross-border travel, smarter visa policies and elevate regional storytelling. The travellers are ready. Is the region?