Hilton reveals Singaporeans favor Japan, Southeast Asia, and China for holidays, driven by convenience, cultural appeal, and visa-free travel options.
As the holiday season approaches, Singaporean travelers are setting their sights on regional destinations, driven by convenience and growing interest in neighboring countries. Insights from Hilton reveal that the majority of travel searches for the December 21 to January 3 holiday period focus on destinations within Asia Pacific, highlighting a strong appetite for intra-regional travel.
Top Holiday Destinations: Japan Leads the Way
Hilton’s search data identifies Japan as a favorite among Singaporean travelers, with Tokyo ranking as the most searched-for destination. Southeast Asia follows closely behind, with Bangkok and Kuala Lumpur occupying the second and third spots respectively.
China has emerged as a rapidly growing destination of interest. Hilton reports a significant surge in searches for major Chinese cities, with Beijing seeing a 48% year-on-year increase, Shanghai an 81% rise, and Guangzhou surging by 87%. These trends underline the growing appeal of China, bolstered by eased travel restrictions and visa-free travel arrangements.
Broader Regional Appeal
The enthusiasm for travel across Asia aligns with findings from Hilton’s 2025 Trends Report, which identified Japan as the top holiday destination for Singapore’s Generation Alpha and Generation Z, chosen by 37% of respondents. Other top destinations include Australia (26%), Malaysia (25%), China (23%), and South Korea (23%).
“These shifting travel patterns reflect how Singaporean travelers are reimagining their year-end holidays. Whether it’s families reconnecting, or couples indulging in well-deserved getaways, we at Hilton believe that the heart of a great trip is a great stay, and we look forward to making this holiday season unforgettable for our guests.”, said Mr. Ben George, senior vice president & commercial director, Asia Pacific, Hilton.
Travel Outlook
With nine out of 10 destinations searched by Singaporean travelers within Asia Pacific, the region remains a stronghold for tourism growth. From family vacations in Japan to urban escapes in Southeast Asia and cultural immersions in China, Singaporeans are redefining their travel priorities for the holidays, seeking meaningful and convenient experiences closer to home.
George is the News Feed Manager, Content Creator, and Social Media Manager at the TravelDailyNews network of online newspapers. At the same time, he is completing his studies in the Department of Business Administration at the Athens University of Economics and Business.
