Wendy Wu Tours Launches First Annual Travel Insights Report ‘the Journey Ahead’
Media release
Sydney,14 November 2025
-
Popular destinations for 2026 include Japan, China, Vietnam, India, South America, South Korea, Africa and the Middle East.
-
Japan remains Australia’s number one travel destination, driven by a growing appetite for deeper, more meaningful experiences.
-
Solo travel is on the rise, with 73% of Australians considering exploring alone, drawn by freedom, personal growth, and cultural immersion.
-
Multi-generational trips are increasingly popular, with families across all states embracing meaningful travel
11 November, Sydney, Australia – Wendy Wu Tours, one of Australia’s leading travel specialists, has today launched its first-ever annual report, The Journey Ahead, revealing how Australians are rethinking the way they explore the world. The report captures the latest trends in travel preferences, highlighting a growing shift towards immersive, meaningful, and slow-paced experiences across Asia and beyond.
Simon Bell, Managing Director of Wendy Wu Tours Australia being interviewed at presentation in Sake Restaurant ,The Rocks ,Sydney
The report also challenges common perceptions about Asia – while concerns around cost, cultural differences, geopolitical tensions, and pollution often hold travellers back, those who take the leap are discovering a different reality. Nearly half of travellers are pleasantly surprised by the friendliness of locals (49%), affordability (47%), and stunning landscapes (43%).
Simon Bell, Managing Director of Wendy Wu Tours Australia, says, “We are witnessing an exciting evolution in Australian travel. People are slowing down, connecting more deeply, and prioritising experiences over checklists.
“Whether it’s exploring Asia for the first time or revisiting a favourite destination, like Japan, Australians are redefining what it means to travel with intention. This report provides an invaluable snapshot of where Australians are headed and the experiences they truly value.”
Japan remains Australia’s number one travel destination, attracting over one million visitors between July 2024 and June 2025. Repeat travellers are increasingly exploring beyond Tokyo and Kyoto, seeking scenic towns and immersive experiences, reflecting broader trends highlighted in the report.
Australians are increasingly embracing slower travel and choosing depth over speed, with overcrowding, tourist levies, local protests, environmental impact, and a desire to explore undiscovered locations driving this behaviour.
Spending quality time with loved ones is becoming a top priority for Australians, with multi-generational trips on the rise, key motivators include spending quality time together (66%) and making shared memories (57%).
Once thought of as a niche way of travelling, solo travel continues to pick up pace, with 73% of Australians considering exploring alone. Travellers are drawn to freedom, personal growth, and cultural immersion, with guided tours providing reassurance and companionship for those navigating new destinations. Food and market explorations (55%), cultural experiences (50%), off-the-beaten-path experiences (41%) and adventure activities (38%) top the list of solo travel motivations.
The report highlights a generational shift, with over-55s increasingly investing in meaningful travel experiences as Australians move away from ‘tick-box tourism’, instead favouring longer stays, small group tours, cultural immersion, and off-peak travel.
The Journey Ahead offers in-depth insights into the travel trends set to shape 2026, highlighting how Australians approach travel. For a closer look at the destinations, experiences, and motivations driving travel next year.
For more information, visit www.wendywutours.com.au
About Wendy Wu Tours
Award-winning Wendy Wu Tours is Australia’s leading touring specialist to Asia and beyond, offering escorted trips to China, Vietnam, Japan, India, South Korea, Taiwan, South America, Africa, Türkiye, Uzbekistan, Egypt, Saudi Arabia, Portugal and more. Four years after leading her first tour to China in 1994, founder and CEO Wendy Wu branched out to officially establish Wendy Wu Tours in 1998. Today, London-based Wendy could not be prouder of the company’s epic journey from Australian start-up to global group-tour expert to now offer more than 110 fully inclusive itineraries throughout Asia, Latin America, Eurasia, South Africa and the Middle East. Famous for its fully inclusive holidays, Wendy Wu Tours represents excellent value for travellers, packaging international flights and taxes, domestic transportation, accommodation and all or most meals in addition to touring with guides and entrance fees.
