Wendy Wu Tours has unveiled the findings of its inaugural travel trends report, and it couldn’t have come at a better time, with shorter-haul travel to Asia – the company’s bread and butter – experiencing unprecedented popularity.
So what’s in and what’s out? For starters, travel’s about going slower and deeper for many. That means more immersion into destinations and less token box-ticking.
Titled The Journey Ahead, the report shows that three in five (58%) of those polled prefer “taking their time” to stay in each place they visit, with more meaningful journeys being key.
In this report, half (46%) of the respondents said they want to “dive into local culture”, while nearly the same number (44%) seek “downtime with minimal movement”.
“We are witnessing an exciting evolution in Australian travel. People are slowing down, connecting more deeply, and prioritising experiences over checklists,” Wendy Wu Tours Australia Managing Director Simon Bell says.
Wendy Wu Tours Founder and namesake Wendy Wu, says that travel has become “far more than sightseeing”.
“It’s about discovery, connection and stepping outside your comfort zone,” she states.
“Australians are increasingly seeking meaningful experiences – diving into local culture, exploring lesser-known destinations and crafting trips that reflect their personal interests and passions.”
This more authentic way of travelling is also a rebuke to mass tourism, which has led to the overcrowding of destinations, mass protests and more harmful environmental footprints.
When it comes to who’s travelling, it can go several ways. For instance, solo travel is in, but so too is multi-generational and larger family travel. And if you are joining a tour, smaller, unsurprisingly, is where it’s at.
For singles travel, three in four (73%) of those surveyed said they would consider “exploring alone” – that’s independently or as part of a guided group.
The main drivers for solo travel are food and market explorations (55%), cultural experiences (50%), off-the-beaten-path experiences (41%) and adventure activities (38%).
In the over-55s market, which Simon says is the average demographic for Wendy Wu customers, there’s also been a shift. And meaningful travel experiences are motivating that change in mindset.
“They tend to value quality over quantity, and I think that favouring a slower-paced itinerary – something that really immerses them in the destination, [with] fewer locations, but more authentic experiences – that’s something that’s really driving them,” Simon says at an intimate lunch, revealing the report.
The 55-plus market is also seeking smaller group and purposeful travel, where their dollars can be more evenly dispersed in a destination.
Meanwhile, multi-generational travel is also on the rise, driven by a desire to spend quality time together (for 66%) and create shared memories (57%).
“What we’re seeing is the rise now of slow travel, of solo travel, to the way that families are reconnecting through that shared love of travel as well,” Bell remarks.
“It really celebrates our love of discovery. It’s about trying something new, finding meaning in a journey – and hopefully it inspires people to see the world differently.”
Asian ascent
As travel to east Asia experiences a massive surge, the report challenges misconceptions about travelling around the continent.
While concerns such as geopolitical tensions (41%), cost (39%), and cultural differences (38%) exist, many who travel to Asia are surprised by what they find. For instance, nearly half are amazed by the friendliness of locals (49%), by its affordability (47%), and by the stunning landscapes (43%).
When it comes to the hottest Asian spots, it’s hardly surprising that Japan leads the way.
“Japan is not a cheap destination, but it’s a really great value destination with the yen, the way that it is,” Bell tells guests.
That finding is in keeping with recent JNTO data that shows visitation to Japan from Australia grew to over 1 million for the first time for the year ending June 2025.
Elsewhere, Wendy Wu’s spiritual home, China, also continues to grow.
After Beijing last week announced it would expand its visa-free entry for Australians until 31 December 2026, Bell tells Karryon that Wendy Wu saw a massive spike in enquiries for China.
It’s a good thing then that the tour operator continues to evolve its tours to China.
“China is such a vast country, and it’s so large and unexplored, really, by people and tourists up until now,” Wendy Wu Tours Head of Product, Australia Sonia Orrego says.
“People think big cities and modern cities, but it’s also about greenery and small villages… you’ve got landscapes that have mountains, you’ve got cooler climates, you’ve got hotter climates.
“So within our Collections as well, we’re trying to differentiate the tours and give people experiences that they’re looking for, rather than just a destination.”
But they’re also on the lookout for new destinations in China, too. For example, Chongqing is the most popular domestic tourism spot in the country, but it attracts hardly any international visitors, says Bell. The metropolis is now featuring on multiple Wendy Wu tours.
For more info, visit www.wendywutours.com.au.
