Which is Asia's fastest-growing tourist destination?

Known for its breathtaking landscapes, rich ethnic culture, and vibrant highland markets, Sa Pa attracts travelers seeking authentic and immersive experiences beyond major urban centers.

Okayama in Japan ranked second, followed by Bandung (Indonesia), Matsuyama (Japan) and Takamatsu (Japan).

"These five destinations stood out as leaders in terms of growth in interest from international travelers," Agoda said.

To compile the list, it compared accommodation booking data between January to November 2025 to the same period of 2024.

"It is truly encouraging to see Sa Pa's continued development and its growing recognition among international travelers," said Vu Ngoc Lam, country director of Agoda Vietnam.

Once a summer hideout for French officials, Sa Pa has retained traces of the colonial era with its French-built stone church and Indochina-style resorts.

In the early months of the year, Sa Pa often lures visitors thanks to its pleasantly cool highland climate, combined with gentle flower seasons that add color to the majestic mountain landscapes.

Travelers can also explore the 2 km-long Muong Hoa train route that crosses the valley of the same name, offering a broad and panoramic view of the entire area.