Taiwan and South Korea travellers lead Asia in shopping-driven trips

Luxury malls, designer districts and night markets remain key attractions.

Travelers from Taiwan and South Korea are the most motivated by shopping when planning trips in Asia, according to Agoda’s 2026 Travel Outlook Report.

Both Taiwan and South Korea recorded 23% of respondents saying shopping is a key motivation for trips. The Philippines followed at 22%, Malaysia at 20%, and Japan at 15%. Thailand recorded 14%, Indonesia 12%, India 8%, and Vietnam 7%.

The report, surveyed travelers across Asia, found that shopping continues to be a major draw for travelers, offering more than just purchases—ranging from luxury malls and designer districts to night markets and local artisan hubs.

Many travelers now view shopping as an immersive cultural experience. Beyond transactions, it provides opportunities to explore local traditions, discover unique products, and engage with curated retail environments that serve as attractions in their own right.

The report also pointed to evolving consumer behavior, with travelers increasingly planning trips around seasonal sales, pop-up events, and well-known shopping districts. This shift reflects a broader trend of integrating leisure and retail, turning shopping into a central component of travel itineraries.

“Shopping remains a powerful reason to travel across Asia, and our data shows just how varied retail motivations can be by market,” said Jun Dong, vice president at Agoda. “It’s particularly interesting that Taiwanese and South Korean travelers prioritize shopping as a key motivator when planning trips, highlighting their enthusiasm for exploring diverse retail landscapes and seeking unique shopping experiences.

Agoda noted that the trend is influencing the wider travel ecosystem, driving demand for accommodations located near shopping hubs, as well as curated retail-focused activities.