“Photo: A view of Mount Fuji from Fujinomiya, Japan,”
“According to an analysis of overseas travel booking data of Korean travelers from January to September this year by the global travel booking platform Klook, it was announced on the 20th that bookings in small cities within major nearby countries are rapidly increasing.”
“Klook stated that the most popular travel destinations for Korean tourists this year are Japan, Hong Kong, Taiwan, and Vietnam, in that order. While the preference for short-distance travel continues, travel patterns are gradually shifting away from big cities. In particular, hidden small cities within these traditionally popular countries, such as Fujinomiya in Shizuoka, Naha in Okinawa, and Sa Pa in Vietnam, are emerging as new destinations.”
“Bookings for Fujinomiya have surged more than 38 times compared to the previous year, with Naha and Sa Pa also growing by over 60%. Klook analyzed this trend as a shift from ‘certification travel’ to ‘experience-centered travel.’ That is, instead of tourism centered on SNS photos, there is a rapid spread of ‘local experience travel,’ where travelers immerse themselves in local culture and daily life.”
“Fujinomiya attracts travelers with its natural scenery at the foot of Mount Fuji and hot springs, Naha is known for its marine activities and is called ‘Hawaii of Japan,’ and Sa Pa draws visitors with its unique appeal of highland minority cultures. This change is also impacting the competitive landscape in the travel platform industry. Beyond merely connecting flights and accommodations, the ability to offer packages including local activities, transportation, and experiential products in small cities is emerging as a key competitive advantage.”
“Klook, reflecting the 250% surge in car rental bookings in response to the increase in drive tourists in the Okinawa area, has significantly enhanced relevant products. Additionally, they are promoting ease of movement for small city travelers through promotions like discounts on transportation between Hanoi and Sa Pa.”
“Lee Joon-ho, head of Klook Korea, stated, ‘With the growing demand to deeply experience unique travel destinations and local cultures beyond mere sightseeing, small city travel is becoming a new trend. We will continue to discover hidden charms worldwide, providing the joy of discovery so that customers can gain new inspiration through travel.'”