Digital travel platform Agoda is spotlighting the growing appeal of secondary destinations this World Tourism Day. As travelers increasingly seek unique experiences, Agoda notes a rise in accommodation searches for these lesser-known locales, even outpacing traditional hotspots. This trend not only has the potential to enrich the travel experience but could also unlock economic opportunities for local communities, according to the company.
For this analysis, secondary destinations are defined by taking the top 10 most popular destinations in each market as primary, while all other destinations within the same market are considered secondary.
Agoda’s data reveals that travelers are increasingly searching for secondary destinations, and at a pace 15% faster than top tier destinations compared to the same period in 2023. Vietnam also reflects this trend, with accommodation searches for secondary destinations increasing by 9% in the first half of 2025 compared to the same period in 2023. This highlights growing interest in the country’s smaller cities and rural areas, which are increasingly benefiting from infrastructure upgrades, cultural tourism initiatives, and greater visibility on digital platforms like Agoda.
As a digital travel platform, Agoda plays a key role in promoting Asia’s secondary cities by enabling properties in rural areas to transition to digital platforms, increasing their visibility and accessibility. By partnering with Destination Management Organizations, Agoda leverages its extensive data insights and marketing channels to highlight lower-profile destinations.
Omri Morgenshtern, CEO of Agoda, shared, “The increasing popularity of secondary destinations provides an opportunity to create a more prosperous travel industry and boost local economies. Agoda is proud to support this transformation by raising the profile of these locations to a global audience as we know spreading the tourism dollar more widely brings a wide range of benefits to communities.”
In celebration of World Tourism Day, Agoda is launching a special sales campaign. Running from September 24 to October 8, the World Tourism Day sale will offer up to 60% off hotel bookings, with special flash sales on September 27 and October 6 offering up to 70% off, along with exclusive deals on flights and activities. Agoda VIP members will receive early access to deals from September 21 to 23. Discover more at Agoda.com and find the best deals on Agoda’s mobile app.
