Travelers from Taiwan and South Korea lead Asia in shopping-motivated travel, according to new data from Agoda, with nearly one in four respondents from each market (23%) saying shopping motivated their trips.
The findings come from Agoda’s 2026 Travel Outlook Report. Travelers from the Philippines ranked third at 22%, followed by Malaysia at 20% and Japan at 15%. Thailand (14%), Indonesia (12%), India (8%), and Vietnam (7%).
“For many travelers, shopping is not just transactional but experiential, offering a way to discover local culture, secure unique souvenirs, and enjoy curated retail environments that are destinations in their own right,” Agoda said in a statement.
The report notes that retail experiences remain a significant draw across the region, spanning luxury malls, designer districts, night markets, and local artisan hubs. According to Agoda, travelers are increasingly combining leisure and retail by planning trips around seasonal sales, pop-up events, and specialty shopping districts.
“Shopping remains a powerful reason to travel across Asia, and our data shows just how varied retail motivations can be by market,” said Jun Dong, Vice President, Agoda.
“It’s particularly interesting that Taiwanese and South Korean travelers prioritize shopping as a key motivator when planning trips, highlighting their enthusiasm for exploring diverse retail landscapes and seeking unique shopping experiences. At Agoda, we ensure travelers can easily find accommodations that place them right at the heart of the shopping experiences they value most.”
