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We’re only a few weeks into the year, but it looks as though Vietnam is already having a moment. Earlier this month, Vietnam was ranked among the top trending spa destinations for 2026, and now, an unsuspecting gem hidden in the Vietnamese mountains is taking an even more notable crown. According to the digital travel platform Agoda’s latest New Horizons ranking, Vietnam’s misty mountain town of Sapa has emerged as the fastest-growing destination for attracting international travellers in Asia, signalling a clear appetite for places that feel a little more off-radar and a lot more rewarding.
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. This year, Sapa leads the charge, followed by Okayama in Japan, Bandung in Indonesia, Matsuyama in Japan and Takamatsu in Japan.
Perched high in Vietnam’s northwest, Sapa has long been beloved by those in the know for its terraced rice fields, cool mountain air and rich cultural tapestry shaped by local communities. Now, it’s stepping confidently into the global spotlight as travellers seek out immersive experiences that go deeper than a postcard photo op.
Japan features prominently in the ranking, with lesser-visited cities like Okayama, Matsuyama and Takamatsu gaining traction alongside Indonesia’s creative hub Bandung. The common thread? Each offers a strong sense of place – from historic gardens and castle towns to laid-back seaside scenes – without the crowds that often define Asia’s major capitals.
Agoda’s data also highlights a wave of newcomers cracking the top 100 Asian destinations of 2025 for the very first time, further underscoring the shift. Ko Phangan and Ko Tao in Thailand have recently joined the list, alongside Japan’s Nagano, Nara, Shizuoka, Kagoshima and Aomori. Even in famously well-trodden countries, travellers are clearly choosing to zig where they once zagged, swapping traditional hotspots for destinations that feel fresher and more personal.
Speaking to the changing travel landscape, Jay Lee, Regional Director, North Asia at Agoda, said: “Lesser-known destinations are rapidly emerging as preferred choices for travellers seeking authenticity and immersive cultural experiences. Whether it’s the breathtaking scenery of terraced rice fields in Sapa 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.”
For travellers mapping out their 2026 adventures, the message is clear: Asia’s most exciting stories are increasingly being told away from the main stage. In short, if your idea of travel nirvana involves discovery, depth and destinations your friends haven’t already pinned on Instagram, now’s the time to look beyond the obvious.
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