I recently had two clients who approached me for trips to Japan and Korea. One a senior traveler who loves to explore solo, and the other also an elderly client who wanted to take her granddaughter to see Japan. Soon after that they referred a client to me who also wanted to see Japan … and from that referral came two other inquiries. This made me think that if we haven't noticed our clients asking about Asia more often lately, we will soon. The numbers show Asia is in fact trending, and Japan shows trending close to #1 for the world's most popular destinations, especially cities like Osaka and Tokyo.
So, I did some digging and Asia's "Big Five" (Japan, Thailand, Vietnam, Singapore and Indonesia) are showing demand increases that hasn’t been seen since the post-pandemic travel surge began. But unlike that chaos, now we have favorable currency exchanges, established infrastructure and clients who are apparently ready to spend. Travelers are already thinking about Asia as they see it on social media and hear about it from friends who are planning trips, which explains all the interest. The question isn't whether they'll book — it's whether they'll book with you or figure it out themselves online.
Japan: The Destination That Practically Sells Itself
Japan has honestly become the easiest high-value sale in my biz. The days of planning a trip to Japan being intimidating and too expensive are over, unless your clients want to stay at the most luxe accommodations during the busy season. Right now, we’re talking substantial savings compared to what clients would have paid just two years ago. Premium ryokan experiences are generally more affordable compared to a few years ago.
But the real magic isn't the price, it’s that Japan is an exceptional destination. Objections around safety and language are easy to overcome as Japan is statistically one of the safest countries on Earth. Language barriers are almost non-existent because the tourist infrastructure is so well-developed that English signage is everywhere, not to mention several apps that are very helpful both for navigating the city and translation. Your foodie clients will be happy as Japanese cuisine is globally beloved and incredibly accessible.
A grandmother planning her first international trip in several years, was terrified of traveling anywhere "too foreign," but our conversation about Japan's cleanliness, punctuality and respect for travelers, convinced her and she booked a two-week trip to Tokyo and Kyoto. The reviews were overwhelmingly positive.
The multi-generational appeal is also significant. Adults are fascinated by the culture and history, teens are excited about anime and pop culture and everyone loves the food. It's rare to find a destination that checks every family member's boxes, but Japan does it effortlessly.
The Big Five: Your Client-Matching Playbook
While Japan might be the star, the supporting cast is pretty awesome as well. Each of Asia's “Big Five” serves different client needs, and understanding these matches is, of course, what separates travel advisors from online booking sites.
Thailand remains a crowd-pleaser, and for good reason. When clients say they want to "try Asia" but seem nervous about it, Thailand is my go-to recommendation. The infrastructure is established, English is widely spoken and the price points work for just about any budget.
Thailand works well for multi-generational families because there's something for everyone. Stunning beaches for relaxation, temples for culture lovers, cities for excitement and medical tourism facilities that make senior travelers feel secure. Plus, the food is incredible and accessible.
When I hear the “it is too touristy" complaint, my response is that it is, but that is why it is perfect. The tourism infrastructure exists because it works and if authentic and immersive experiences are what they're after, I suggest that they participate in local traditions such as cooking classes, local market tours and off-the-beaten-path temples that rival anything you'll find in less-visited countries.
Vietnam works for the value-conscious client who still wants luxury experiences. The exchange rate there is truly favorable. You will find five-star resort experiences for three-star prices. A private Ha Long Bay cruise that rivals anything in the Mediterranean costs a fraction of European alternatives.
Vietnam is great for both adventure seekers and cultural enthusiasts. The food scene alone is worth the trip, and photography enthusiasts will be blown away. This is where social media does the selling for you, as those pictures from travelers who have been there say it all.
The only issue I have with selling Vietnam is navigability. Clients have shared that it will be too difficult or chaotic. That's where your knowledge and connections really matter. Connecting your clients with excellent local guides and tour operators who handle all the logistics while keeping the experience authentic will put their minds at ease.
Singapore is my secret weapon for a specific client. Business travelers love it because it's efficient and English-speaking. Luxury clients appreciate the world-class shopping and dining. Families with teenagers are drawn to the modern attractions and urban sophistication.
But the real genius of Singapore is the perfect gateway strategy. I might not suggest it as a standalone destination, but as a luxurious stopover. For clients who are going to Thailand anyway I suggest spending at least two nights in Singapore. Or if they are heading to Indonesia, Singapore makes the perfect launching point for a day of shopping and great dining. If the "too expensive" objection comes up, I reframe it that Singapore isn't expensive when you consider that you get safety, convenience, efficiency and experiences you literally can't find anywhere else.
Indonesia is for clients who want to feel like discoverers. Beyond Bali (which everyone knows), Indonesia offers incredible diversity that allows for complete trip customization. I suggest cultural immersion in Java, adventure in Komodo or watching the sunset from a private villa as experiences in private island resorts.
The sustainability angle works with conscious luxury travelers. Many of Indonesia's high-end eco-lodges are doing incredible work with conservation and local communities. It's luxury with a purpose, which resonates strongly with today's affluent travelers.
Converting Interest Into Bookings
Converting interest works best when I match destinations to client types. Nervous first-time Asia travelers get Singapore or Thailand for comfort with authentic Asian flavor. Solo female travelers appreciate Japan's unmatched safety record. Luxury clients love Indonesia's private island experiences that can't be replicated elsewhere.
Language barriers come up constantly and I overcome this by booking excellent guides and tour operators. Food safety concerns with older clients are easily addressed by highlighting these countries' culinary reputations and how street food tours have become luxury experiences. Cultural differences have become selling points since today's travelers want authenticity, not destinations that feel like everywhere else.
The Revenue Reality
Asia trips mean higher commissions than domestic travel, and the distance makes trip protection easier to sell. Package opportunities such as bundling Japan with Thailand or Singapore with Indonesia, positions it as maximizing value from long-distance flights rather than adding expense. Currency advantages create genuine urgency as Japan's current value hasn't existed in decades and its economic reality, not manufactured FOMO. Establishing yourself as the Asia specialist now means owning this market as these destinations are trending!
About the Author
comments