Agoda Study: Taiwanese and South Koreans Lead Asia’s Shopping-Driven Travel

International

New survey highlights shopping as a major travel motivator across Asian markets

Digital travel platform Agoda has released new data identifying which Asian travelers are most motivated by shopping when planning trips. According to the company’s latest survey, travelers from Taiwan and South Korea lead the region, with nearly one in four respondents in each market citing shopping as a key reason for their journeys.

The findings are part of Agoda’s 2026 Travel Outlook Report, which examines evolving travel motivations across Asia. The survey shows that retail experiences continue to play a central role in travel planning, ranging from luxury shopping districts and large malls to night markets and local artisan hubs.

Taiwan and South Korea top the ranking

In the survey results, Taiwan and South Korea share the top position, each with 23 percent of respondents identifying shopping as a primary travel motivation. They are followed by the Philippines with 22 percent and Malaysia with 20 percent. Japan ranks fifth with 15 percent.

The rest of the ranking includes Thailand at 14 percent, Indonesia at 12 percent, India at 8 percent and Vietnam at 7 percent. Across the region, the data suggests that retail experiences remain an important factor in travel decisions.

Shopping increasingly shapes travel planning

The report indicates that many travelers now combine leisure travel with dedicated shopping experiences. Trips are often planned around seasonal sales, special retail events or well-known shopping districts.

For many visitors, shopping has become more than a simple purchase activity. It also serves as a way to explore local culture, discover unique souvenirs and experience distinctive retail environments that function as attractions in their own right.

This trend has contributed to a travel ecosystem in which retail experiences influence accommodation choices, activity planning and destination selection.

Jun Dong, Vice President at Agoda, said: “Shopping remains a powerful reason to travel across Asia, and our data shows just how varied retail motivations can be by market. 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.”

Travel tools focused on shopping locations

To support travelers interested in retail experiences, Agoda allows users to search for accommodations located near major shopping districts and popular retail areas. The platform currently lists more than six million properties worldwide, alongside more than 300,000 activities and over 130,000 flight routes, helping travelers plan trips that combine tourism and shopping in a single itinerary.