Madrid: Spain remains the world's most popular summer travel destination, but Asian markets are rapidly gaining momentum, with Japan rising to second place globally and South Korea recording the strongest growth among leading destinations, according to Holafly's Summer Travel Report 2026.

According to BERNAMA News Agency, the travel eSIM provider said Spain retained the top position in its latest ranking, followed by Japan, the United States, and South Korea. Thailand also entered the global top 10 for the first time, underscoring Asia's growing influence on international travel demand.

Holafly Brand Director, Daniela Prado, noted that Asia is generating the strongest momentum in global tourism, with Japan and South Korea increasingly attracting travelers from multiple regions and shaping a new generation of international travel experiences.

In a statement, Holafly highlighted the findings which point to a shift in global travel preferences, with Asian destinations attracting increasing interest from travelers across North America, Europe, and the Asia-Pacific region.

Japan emerged as one of the strongest performers in the survey, while Tokyo was the most-mentioned city destination. The report attributed the country's appeal to its combination of culture, cuisine, technology, nature, and entertainment offerings.

The study also found that 46.4 percent of respondents plan to travel abroad this year, up from 37.6 percent in 2025. More than half expect to visit multiple destinations during a single trip, reflecting growing demand for longer and experience-driven itineraries.

Holafly said major international events are helping drive the trend, with 75 percent of travelers planning to attend the FIFA World Cup intending to visit two or more host cities during their journeys.

According to the Japan National Tourism Organization, Japan recorded a record number of international visitors in 2025, while South Korea continues to benefit from the global popularity of Korean culture, entertainment, and cuisine.