Secondary cities in Asia see increased tourism as travelers look beyond traditional hubs

Indonesia, Vietnam, and other Asian destinations are benefiting from a growing travel trend where visitors seek quieter, more authentic locations over crowded tourism hotspots. This "anti-tourism" movement prioritizes affordability, local culture, and lower-density experiences. Travelers are extending itineraries to include smaller towns, mountain regions, and lesser-known coastal communities, distributing visitor spending beyond established destinations. Secondary cities offer lower accommodation costs, easier access to natural landscapes, and opportunities for local interaction. Improved domestic transport, expanding airline networks, and digital travel awareness have made these areas more accessible. Searches for secondary cities across Asia are outpacing major tourism hubs by approximately 15%. In Indonesia, while Bali remains a leading destination, more travelers are exploring other regions like Sukabumi in West Java, known for its green highlands, waterfalls, caves, and nature reserves. Sukabumi has seen a 4.6-fold increase in search interest, particularly from Chinese travelers seeking alternatives to Bali's busiest beaches. Vietnam is also seeing growth in eco-tourism, with visitors exploring northern mountain landscapes and islands like the Nam Du Archipelago. This shift benefits local economies through increased spending at family-run guesthouses, independent restaurants, and craft markets, while reducing pressure on heavily visited areas.