Asia Viewpoint: Accessibility, affordability, activities shape tourism recovery in Asia

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Asia Viewpoint: Accessibility, affordability, activities shape tourism recovery in Asia

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Asia Viewpoint

Accessibility, affordability, activities shape

tourism recovery in Asia

Accessibility, affordability, activities 09 July 2026

Three years after COVID, regional tourism has largely normalized, albeit with varying GEM Economics

recovery outcomes across destinations. In our view, three common factors are the most Asia

important in driving more success stories: accessibility, affordability and activities. Ting Him Ho, CFA

Easier visa regimes, expanding flight connectivity and fewer travel frictions have Asia Economist

improved accessibility, while exchange rates continue to influence destination Merrill+852 3508Lynch8744(Hong Kong)

competitiveness. At the same time, travelers are increasingly seeking destination- tinghim.ho@bofa.com

specific activities, allowing destinations to shift focus from boosting visitor numbers to Helen Qiao

increasing tourism receipts and spending. ChinaMerrill&LynchAsia Economist(Hong Kong)

+852 3508 3961

Accessibility is reshaping tourism flows helen.qiao@bofa.com

Accessibility increasingly determines where travelers go. Visa regimes, flight availability KaiASEANWeiEconomistAng

and geopolitical developments can quickly alter tourism flows. The sharp drop in direct Merrill Lynch (Singapore)

+65 6678 5518

flights between China and Japan following travel warnings showed how quickly demand kaiwei.ang@bofa.com

can be redirected to other countries in the region when accessibility changes.

Meanwhile, destinations such as the Philippines and New Zealand have benefited from

more favorable visa arrangements for Chinese visitors.

Affordability supports tourism competitiveness