Agoda Reports 55% Spike in Hari Raya Bookings Across SEA

Travel platform Agoda has recorded a 55% month-on-month surge in accommodation searches from Malaysia, Indonesia, and Singapore for the Hari Raya festive period of March 20–23, 2026.

Tokyo and China Enter the Top Five Most-Searched Destinations

Bali holds the top spot, followed by Yogyakarta, Bandung, and Kuala Lumpur. Tokyo has entered the top five, marking a notable shift away from traditional regional choices.

China has also entered the top five destinations, recording a 7% year-on-year increase in accommodation searches. The growth follows China's expansion of visa-exemption policies and eased transit rules implemented by its State Council.

Andrew Smith, Senior Vice President of Supply at Agoda, attributed the shift to improved accessibility. "Traditionally, travel during cultural festive periods meant returning home, but we're observing a change in preference as many look beyond familiar destinations. Japan and China, for example, are growing in appeal this festive season as they become more accessible through measures like eased visa rules and new, unique experiences," Smith said.

Policy Changes Are Driving Measurable Search Demand

Japan's rising appeal is supported by a national tourism strategy. The World Economic Forum reports that Japan's government has set a target of attracting 60 million foreign tourists annually by 2030, signaling sustained investment in tourism infrastructure.

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The direct link between policy changes and search behavior is a key finding in the data. When China eased visa rules, accommodation searches from SEA travelers rose measurably. Smith noted: "When travel is made easier, interest follows. Hotels that recognize these trends and remove booking friction, by offering localized experiences, tailored content in the traveler's language and convenient local payment options, will be best placed to capture growth this festive season."

A Commercial Window Worth US$230 Billion

The broader Hari Raya travel surge sits within a US$230 billion addressable market for brands running campaigns across multiple platforms during the Ramadan and Hari Raya period in Southeast Asia.

For hotels specifically, the commercial case for cultural adaptation is strong. According to Agoda's Tailored to Win report, properties offering Muslim-friendly features including halal meals, prayer facilities, and family amenities record a 59% uplift in revenue per available room.

On the advertising side, interactive ad formats during Hari Raya generate eight times higher purchase intent compared to standard formats, with campaigns run across multiple platforms delivering a 2.1x awareness uplift. In Indonesia, 56% of Hari Raya purchases happen on mobile. In Malaysia, peak digital engagement runs from 7 to 11 PM.

Regional Tourism Campaigns Add Competitive Pressure

The competition for Hari Raya travelers is intensifying at the national level. Malaysia's Visit Malaysia Year 2026 targets 35.6 million tourist arrivals, creating a government-backed promotional environment that travel brands can align with.

The ASEAN Tourism Forum 2026, themed "Shaping the Future of Tourism Together," is also enabling coordinated marketing strategies across regional tourism boards, including promotion of Ramadan and Hari Raya travel periods.

For context, Agoda data from 2025 showed a nearly 80% month-on-month search surge during the equivalent festive window, with Bangkok, Tokyo, Seoul, Hong Kong, and Taipei leading international destination rankings. The 2026 data confirms a sustained multi-year trend of accelerating festive travel demand from SEA Muslim travelers.