Is Bali past its prime? This Asian region is on track to steal its thunder

The Advertiser

2 days ago

Li River, Guilin, China.
By Sarah Falson
Updated July 29 2025 - 11:32am, first published 11:22am
Asia is a perennial favourite with Australian travellers.
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But with every second friend posting pictures of Indonesia (read: Bali) on Instagram, is the island nation beginning to lose some lustre?
Australian Bureau of Statistics data shows Indonesia remains the most popular destination for Australians travelling overseas.
In May, residents returned from 149,080 trips to Indonesia, far exceeding the next most popular destination, New Zealand, with 83,020 trips and with Japan the second most popular Asian country with 82,920 trips.
So, is Japan primed to steal Bali's thunder?
According to Wendy Wu Tours managing director, Simon Bell, Bali isn't losing its appeal as much as other Asian destinations are catching up to it.
Mr Bell tips Japan as the next big thing, and only a matter of time before its popularity overtakes that of Bali.
Kyoto, Japan.
And it's not just Tokyo and Kyoto people are interested in visiting when they go to Japan; more Aussies are heading off the beaten path to explore "hidden gems like Kyushu" or taking rail journeys through the islands to take in the scenery.
Read also: 'Safe and clean': Aussie fascination with Japan skyrockets
"In 2024, a record-breaking 920,000 Australians travelled [to Japan], a huge 50 per cent increase from the year before. That momentum has continued into 2025, with April figures showing a 42.6 per cent year-on-year rise," Mr Bell said.
Amber Fort, Juipur, India.
Travel to China is also heating up, following the introduction of visa-free access for Australians. Mr Bell said there was a "sense of curiosity among travellers who want to see the real China for themselves, often finding it to be far more beautiful, welcoming and modern than expected".
The top-five Asian destinations for Wendy Wu tours in 2025 are Japan, China, Vietnam, India and South Korea.
Vietnam is emerging as a "laid-back, affordable alternative to Bali", Mr Bell said.
Green Limestone Mountains in Halong Bay, Vietnam.
And South Korea is gaining traction with food lovers, thanks to its "world-class cuisine".
"From street eats in Seoul to ancient temples and scenic hikes, it's a destination packed with energy, tradition and flavour." Bali's popularity endures
Bookings and search data from Skyscanner also shows Bali is the top destination for Aussies.
Skyscanner Australia travel expert, Jarrod Kris, said its "unbeatable combination of accessibility, scenic locations and cultural richness," makes it a favourite with Aussies.
"With frequent direct flights and short travel times, it's one of the easiest international getaways for Australians," he said.
Sunset at Gyeongbokgung, South Korea.
It's also affordable with many budget-friendly food and accommodation options.
But beyond Bali, the top five Asian destinations being booked through the website for travel this year are: Bangkok, Thailand; Seoul, South Korea; Singapore; Kuala Lumpur, Malaysia; and Manila, Philippines.
"However, we're seeing growing interest in other interesting destinations, with Skyscanner's Travel Trends 2025 finding two Indonesian destinations increasing in popularity, Labuan Bajo and Yogyakarta, pointing to Aussies' shift to exploring places further from traditional tourist experiences," Mr Kris said.
Words by Sarah Falson Sarah is ACM's travel producer. She believes regional travel is just as fun (if not better) than staying in the big cities and loves any travel experience to do with nature, animals and food!.My all-time favourite destination is ... Cornwall. From the giant seagulls to the blustery beaches, Cornish pasties and fishing villages, it stirs something romantic and seafaring in me. Next on my bucket list is … Mongolia. I want to go somewhere really unique that feels totally foreign and challenges my way of life.
My top travel tip is … Don't plan too much. Walk the streets and let it happen. And make sure you check out what's within a few blocks of your hotel - sometimes the best local food is found that way.