The northern highlands tourist city Sa Pa was named Asia's fastest-growing tourist destination in 2025.
Released annually, Agoda's New Horizons ranking compares accommodation booking ranks from the past two years to spotlight destinations with the biggest jumps in international interest.
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, Agoda said.
Photo by SG
Japan's Okayama Prefecture was named the second fastest-growing destination after Vietnam's Sa Pa.
Okayama is famous for its stunning Korakuen Garden, one of Japan's top three landscape gardens, and its association with the Japanese folktale of Momotaro (the Peach Boy). The area is often dubbed the "Land of Sunshine" for producing delicious fruits like white peaches and Muscat grapes, alongside fresh seafood and unique dishes like Barazushi.
It also features historic sites like Okayama Castle and the canals of Kurashiki, making it a blend of nature, legend, and culture.
Photo by Agoda
Indonesia's Bandung City ranked third.
The city is famous as the "Paris of Java," renowned for its cool climate, rich Dutch colonial architecture (especially Art Deco), vibrant fashion scene with factory outlets, diverse culinary delights like pisang bollen, and as a gateway to stunning natural attractions like Tangkuban Perahu volcano and Kawah Putih crater lake.
Bandung is a popular weekend destination for residents of Jakarta. The colder climate of the highland plantation area, variety of food, golf courses, and the zoo, are some of the attractions of the city.
Bandung is also a popular shopping destination due to the cheap textile and fashion products, especially for Malaysian and Singaporean tourists.
Photo by Agoda
Matsuyama in Japan ranked fourth.
The city is known for its historic Matsuyama Castle, one of Japan's few original castles, and Dogo Onsen, one of the country's oldest hot springs, a setting in Natsume Soseki's novel Botchan.
It is a cultural hub known for its connections to haiku poetry (Masaoka Shiki), traditional castle town atmosphere, and local cuisine like taimeshi (sea bream rice).
Photo by Agoda
Takamatsu in Japan rounded out the list.
It is famous for its stunning Ritsurin Garden, one of Japan's most beautiful landscape gardens, its delicious Sanuki udon noodles.
The city is a major center for pine bonsai production and the gateway to the Seto Inland Sea, offering island hopping and a blend of traditional arts, crafts, and serene beauty.
Jay Lee, Regional Director, North Asia at Agoda, said: "Lesser-known destinations are rapidly emerging as preferred choices for travelers seeking authenticity and immersive cultural experiences. Whether it's the breathtaking scenery of terraced rice fields in Sa Pa or the refreshing seaside landscapes of Takamatsu, secondary destinations are capturing a growing share of traveller interest and spending, signalling a shift in the tourism landscape for 2026 and beyond."
Photo by Agoda
