Agoda names Sa Pa Asia’s fastest-growing destination in 2025

Based on Agoda’s booking data comparing January–November 2025 with the same period in 2024, Sa Pa recorded the strongest growth rate among Asian destinations.

The misty highland town topped a list of five fast-rising destinations in the region. 

It was followed by Okayama in Japan in second place, Bandung in Indonesia in third, and Matsuyama and Takamatsu, both in Japan, in fourth and fifth spots.

The ranking highlights changing preferences among international travelers, who are increasingly seeking destinations offering authentic cultural and natural experiences.

Agoda noted that this year’s fastest-growing destinations in Asia reflect a rising interest in Vietnam’s culturally rich highland regions.

Sa Pa’s ascent suggests that travelers are increasingly seeking destinations that offer authentic experiences rooted in nature and local culture, rather than focusing solely on major urban centers.

The town has long drawn visitors with its cool highland climate and seasonal blooms, which soften the dramatic mountain scenery.

Beyond its landscapes, Sa Pa offers distinctive experiences, from the tranquil Ta Van village to the lively Bac Ha Market, where ethnic communities gather to trade and socialize, as well as the two-kilometer Muong Hoa funicular railway, which winds through the valley and provides panoramic views of the surrounding mountains.

The period from February to May is considered ideal for visiting, when spring flowers blanket the hills, making Sa Pa a popular choice for early-year trips and Tet (Lunar New Year) holidays.

Earlier, Agoda also recognized the town among Asia’s top mountain destinations and small towns.

During the recent four-day New Year holiday, winter conditions marked by fog, cold weather, and blooming wild peach blossoms created a distinctive atmosphere, encouraging longer stays and boosting revenue from spa and dining services.

According to the Lao Cai Department of Culture, Sports, and Tourism, overall accommodation occupancy in the province reached 75–80 percent during the holiday period, with Sa Pa seeing particularly high rates of 95–100 percent on peak days.

The province welcomed around 363,112 visitors over the break, representing 3.22 percent of its annual target.

The tally included 330,814 domestic travelers and 32,298 international visitors.

Total tourism revenue was estimated at VND1.5 trillion (US$57 million).

Sa Pa alone received approximately 148,198 visitors, supported by a series of events such as the cultural program ‘Sa Pa – Tinh hoa hoi tu’ (‘Sa Pa – Quintessence Convergence’), the Miss Tourism Vietnam 2026 semifinal, New Year countdown activities, and fireworks displays.