3 in 10 Travelers Are Staying Local in 2026: What This Means for Siem Reap
As we move through 2026, the travel landscape in Asia has undergone a fundamental transformation. According to the Agoda 2026 Travel Outlook Report, the industry is no longer defined by top-tier bucket-list items alone, but by a deeper, more intentional quest for discovery.
For Siem Reap, a city that sits at the intersection of global heritage and regional growth, this shift offers a strategic blueprint for the future.
The Data-Driven Shift
• The Domestic Boom: Over 35% of Asians plan to travel more domestically than internationally—a dramatic rise from just 15% last year
• Secondary Destination: Secondary destinations now account for 34% of all accommodation searches on Agoda, as travelers prioritize authenticity over crowded hotspots. And that’s include the search for villas, apartments, and boutique resorts beyond traditional hotels.
• Top Motivators: 43% of travelers cite lower costs as their primary reason for choosing the area of travel, followed closely by unique local culture, special promotions, and outdoor activities. 73% of travelers prefer accommodation prices under 100$/night.
• The "Bleisure" Boom: 76% of business travelers are now combining work with leisure, often extending trips for personal exploration—a trend particularly strong in the Philippines, Thailand, and Vietnam.
Market Spotlights: Regional Strategies
Several markets are reshaping the regional travel ecosystem through strategic policy and diversification:
• Japan: Secondary cities are rising in popularity as travelers move beyond the Tokyo-Kyoto-Osaka "Golden Route" to explore rural landscapes, onsen towns, and regional specialties.
• Indonesia: A massive domestic travel boom is fueling the industry, with travelers increasingly exploring lesser-known islands and interior regions, making Indonesia a leader in regional travel frequency.
• China: The "golden window" for inbound tourism is open. China's proactive visa relaxation strategy and the integration of international payment systems are aimed at capturing a massive wave of global travelers, with inbound arrivals projected for significant growth.
• Vietnam: By implementing a 45-day visa exemption (for select countries) and a 90-day multi-entry e-visa, Vietnam has created one of the most flexible entry policies in the region. This has successfully attracted digital nomads, long-stay travelers, and regional explorers, boosting the average length of stay and local spending, and achieving a 22% increase in tourist arrivals Y-o-Y.
Campaigns Leading the Way
Several nations are already executing strategies that align with these trends:
• Enjoy My Japan: Focuses on decentralized tourism, encouraging travelers to explore rural landscapes and regional specialties to spread the economic benefits of tourism more equitably.
• Visit Malaysia 2026: The campaign aims to amplify targeted efforts to improve accessibility and infrastructure and marketing support for emerging cities.
• The UDAN: Launched in 2016, the campaign by the Indian government aims to expand air connectivity, making it easier for travelers to access tier 2 and tier 3 cities.
• Indonesia's Tourism 5.0: Focus on five super priority secondary destinations beyond Bali, while promoting sustainability prioritize quality experiences, and leveraging AI to enhance travelers' experiences from planning to arrival.
• The Grand Discovery Thailand: launched in 2023, the campaign commits to promoting secondary cities and provinces, further encouraging travelers to explore beyond Bangkok.
How Can Siem Reap Win in The New Travel Era
Siem Reap is already recognized as Asia's 5th best cultural destination, but the 2026 traveler is looking for more than a monument; they’re looking for an experience. Siem Reap already offers it all—wellness, culture, and hidden gems. Our challenge isn't to leave the past behind, but to move faster toward our future as a multi-dimensional destination.
• Embrace the "Beyond Angkor" Strategy: While the temples are the anchor, Siem Reap must actively market its surrounding assets—Tonlé Sap eco-tours, Kulen Mountain, culinary experiences, and rural village immersion—as core experiences, not just side trips.
• Professionalize the "Bleisure" and Digital Nomad Sector: Capitalize on the trend of remote work by ensuring that hospitality infrastructure is work-ready. High-speed connectivity paired with local leisure packages (wellness, cooking classes, temple visits) can encourage travelers to extend their stay.
• Targeted Digital Storytelling: Given the influence of social media, Siem Reap should partner with both locals and regional influencers to highlight the value and authenticity of the city. Content should be mobile-first and optimized for the platforms these travelers frequent.
• Adopt the Value-Added Bundling: Since 43% of travelers prioritize cost, the private sector should collaborate to create bundled packages that offer high perceived value. For example, a package that includes temple, taste, and tradition, offering lodging, local meals, and guided cultural workshops.
• AI-Ready Digital Footprint: Ensure local businesses are listed with clear, descriptive keywords on digital platforms. If an AI travel planner is asked for "authentic Khmer experiences" or "off-the-beaten-path Siem Reap," local businesses need to be the results that appear first.
The 2026 travel outlook presents a clear choice for Siem Reap. Rely solely on the enduring magnetism of its ancient heritage, or embrace the new shift of modern travelers and their desire for deep, authentic, and value-driven exploration. By diversifying offerings beyond Angkor Archaeological Park, easing entry, and leaning into the Bleisure and AI-driven trends, Siem Reap is well-positioned to transform from a must-see bucket-list destination to a must-stay cultural and lifestyle
Source: Agoda 2026 Outlook Report
By Sreyneth Kem
Project Marketing & Communication