Middle Eastern travellers are showing growing interest in Asian destinations, with Thailand and Japan emerging as top choices, according to Agoda.
Andrew Smith, Agoda’s senior vice president of supply, said in an email interview that Thailand remained the most searched destination among Middle Eastern tourists, with Phuket and Bangkok drawing strong interest from markets including Saudi Arabia, Israel, and the UAE. Saudia’s new direct flights from Riyadh and Jeddah to Phuket, launched in December 2024, have further boosted Phuket’s appeal to Saudi travellers.
Japan has seen a notable rise, moving from the fifth to the third most searched destination by Middle Eastern travellers on Agoda in 2025. “Tokyo, with its dynamic blend of tradition and modernity, has become a particular favourite,” said Smith.
Saudi Arabia is driving much of the growth, with search interest in Asian destinations increasing by 1.7 times. Smith noted that Saudi searches for Japan and South Korea rose more than eight- and nine-fold year-on-year, respectively. Japan’s efforts to cater to Muslim travellers – such as expanding halal dining options and adding prayer spaces – have helped increase its appeal in the region.
Other destinations such as the Philippines, India, and Indonesia continue to draw interest, with Manila and Bali remaining popular.
Post-pandemic recovery is also playing a role. Smith cited OAG Aviation data showing a 23 per cent increase in airline seat capacity from the Middle East to Asia-Pacific compared to 2019.
“This growth in connectivity has made it easier for travellers to access a wider range of destinations, and could be fuelling their interest in both traditional hotspots and emerging locations,” he said.
Visa facilitation measures have also supported demand. Thailand’s introduction of Electronic Travel Authorisation, for example, has made entry easier for Middle Eastern visitors.
Much of the current demand is driven by younger travellers influenced by social media and Muslim travel influencers. Asia-Pacific is increasingly viewed as an aspirational yet accessible region. Family and group travel is also gaining momentum, especially to destinations with strong cultural or religious familiarity such as Malaysia, Thailand and Indonesia.
“For many Middle Eastern travellers, halal-friendly features are non-negotiable. This goes beyond halal-certified dining to include prayer rooms, Qibla direction markers, foot-washing facilities, and privacy-conscious amenities,” said Smith.
“Properties that clearly communicate their halal credentials – through verified listings and visible certification – are likely to build trust and drive bookings.”
Agoda is working with its partners to meet these needs by highlighting features such as prayer rooms, Muslim-friendly washrooms and larger accommodation options. Smith said this helps travellers make informed decisions and contributes to a more welcoming experience.
“Security, inclusivity, and respect for cultural values are top priorities for Middle Eastern travellers today,” he added. “Operators who can clearly communicate these values will have a significant advantage.”
