Profit from Asia in 2025: A guide for Travel Agents

Antravia Destination Guide: Profit from selling Asia in 2025

Asia is back. After several years of disruption, American outbound travel to Asia is growing steadily again in 2025, with Japan, South Korea, and China leading the recovery. But Southeast Asia is catching up fast, particularly among younger travellers, retirees, and digital nomads. For travel agents ready to move beyond the traditional Caribbean or European itineraries, Asia offers untapped opportunity, but only if you understand how to sell it well.

What the data tells us

According to the U.S. National Travel and Tourism Office (NTTO), total U.S. outbound travel is projected to exceed 100 million departures in 2024. Of that, just 4.5 to 5 million are expected to go to Asia. That means Asia still accounts for only 4 to 5 percent of total American outbound travel. For agents looking to stand out in a saturated market, that statistic is your invitation.

Japan, South Korea, and China currently receive more than 70 percent of Americans travelling to Asia, according to UNWTO and various tourism boards. India and the Philippines remain important, especially for VFR (visiting friends and relatives) and business. Southeast Asian countries such as Thailand, Vietnam, Malaysia, Indonesia, and Singapore are growing in appeal, but still lag in terms of absolute volume.

The good news? Demand is growing fast in the right segments. Younger travellers, experience seekers, retirees, and working nomads are fuelling Asia’s recovery. Package penetration remains low - most Americans book their flights and hotels separately - but there is clear demand for adventure, wellness, honeymoon, and multi-country packages.

Why Asia is different

Asia is not Europe. Flights are longer, cultural differences are wider, and language barriers are more common. But for many travellers, that’s the appeal. Your job is to remove the uncertainty and add value.

First-timers to Asia often want hand-holding, but not in a way that feels rigid or overly touristy. That’s where financial clarity helps. If you can give a breakdown of visa costs, realistic daily spending, average domestic flight pricing, and reliable hotel standards, you already stand out.

This is also where you must understand FX. Selling a 12-day Thailand package in dollars sounds simple until a sudden baht movement wipes out your profit. Use fixed margins, lock in rates with suppliers where possible, and be honest with clients about what’s included and what’s not.

Who should you be targeting

For Asia in 2025, your best customer segments for financial profit are:

• Honeymooners looking for Bali, the Maldives, or a luxury Japan itinerary

• Families combining Japan and South Korea with theme parks and cultural stops

• Digital nomads and young professionals booking longer multi-stop Southeast Asia trips

• Retirees drawn to Vietnam, Malaysia, and Thailand for the warm climate and cultural immersion

Each group has different needs. Retirees will want medical coverage, slow travel, and clear documentation. Honeymooners want unique stays and special upgrades. Nomads want reliable Wi-Fi and long-stay discounts.

Booking patterns and partner strategies

Unlike Europe or the Caribbean, Asia trips tend to be longer and often two to three weeks. But Americans still prefer to book piecemeal unless there’s a clear value incentive. This is where travel agents can thrive.

Offer multi-country trips with clear handover points. Provide bundled pricing that includes regional flights, not just international. Partner with small DMCs in each country that understand the local landscape and can ensure smooth transitions. Transparency is essential, especially when it comes to fees, FX, and cancellation terms.

OTAs like Agoda, Booking.com, and Trip.com dominate individual hotel bookings in Asia, but travel agents can still win by offering layered services. Think: Japan Rail passes included, private airport transfers in Thailand, curated food tours in Vietnam, or visa-on-arrival assistance for Indonesia.

Don’t forget payment structure and compliance

If you’re a U.S. based or international travel agent selling to American clients, you must think about payment compliance. Make sure you have the right LLC or agency structure in place, understand how Stripe, Wise, or your merchant processor handles cross-border fees, and know when local tax may apply.

FX matters here too. Are you paying Asian suppliers in U.S. dollars, or in local currency? Are you factoring in conversion costs? Is your mark-up being eroded by hidden card fees or PayPal spread? These are the things Antravia helps you with.

The Antravia view

Selling Asia in 2025 is not about the cheapest deal. It’s about financial readiness, understanding your clients, and building trusted local partnerships. If you are serious about expanding into this market, get your financial structure right from the start. We can help with that.

Over the coming months, we will release a series of Asia-focused blogs diving into each major market in more detail — starting with Japan, South Korea, and Thailand.

If you’re ready to expand, or want to stop guessing on FX and structure, talk to us at Antravia.