What destinations do women in APAC want to visit for their next holiday?

Samuel TanAPAC Data Journalist / B2B Content Manager
March 06, 2022, 8:20 PM GMT+0

As the APAC region celebrates International Women’s Day, we took a look at where women themselves might like to celebrate – with a holiday. Using YouGov DestinationIndex, which measures consumer perceptions towards travel destinations on a daily basis, we examine the destinations that women in Australia, Indonesia, Singapore and Thailand are considering for their next vacation.


More than half of Thai women (51%) are considering a local destination for their next vacation. Japan stands out as the most popular international tourist destination, with more than two-fifths (41%) of Thai women interested to visit the land of the rising sun.

Slightly less than a quarter also express interest in travelling to South Korea (24%) and Switzerland (23%) – the latter being the only European destination in the top ten. Meanwhile, just under one-fifth of Thai women are considering Singapore (19%) as one of their next holiday destinations.


Over in Singapore, Japan is also the top international destination for leisure travel among women, with 45% expressing an interest in visiting. Around a third of Singapore women are also considering Taiwan (33%), South Korea (31%), New Zealand (30%) and Australia (29%) for their next vacation.

Switzerland (25%) is the most considered European destination, with one quarter of Singaporean women interested to visit it. Meanwhile, nearby Malaysia (20%) and Thailand (20%), as well as the United Kingdom (20%), are also being considered by one-fifth of women in Singapore.


Famed local tourist hotspot Bali is the most considered leisure travel destination among Indonesian women, with almost half (47%) expressing interest. Around one-third also say they are considering South Korea (35%) and Japan (33%), while under one-quarter (23%) are considering Singapore.

In fifth place is Switzerland (17%), the only European destination in the top ten. Following close behind are two Middle East destinations: Dubai (16%) and Saudi Arabia (14%).


Most Australian women are considering domestic destinations for their next vacation. Nine out of the top ten most considered holiday spots are within Australia, while nearby New Zealand takes pole position. Rounding up the top five are Australia’s eastern states of Queensland and New South Wales, and the island of Tasmania off the continent’s south coast.

What are the top factors that influence women’s choice of holiday destinations in Thailand, Singapore, Indonesia and Australia?

Additionally, data from YouGov Global Travel Profiles show that the presence of outstanding natural beauty in / near their holiday destination, low travel costs (e.g. cheap flights, hotels, activities) and the temperature / climate of their holiday destination are the top factors influencing how women in these four markets select their next vacation spot.

Low travel costs are a top factor for women across all three Southeast Asian markets of Thailand, Singapore and Indonesia, while women in Australia, Indonesia and Thailand say outstanding natural beauty are a major consideration when they choose where to visit for their next holiday. Meanwhile, the temperature / climate of potential leisure destinations are also top of mind for women in Singapore and Australia.

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Methodology: YouGov DestinationIndex collects data on hundreds of destinations around the world every day. All figures are collected over a 52-week period (28 Feb 2021 – 27 Feb 2022) and rounded to the nearest whole number; however, we have used additional precision to assign ranks. Learn more about YouGov DestinationIndex. YouGov Global Travel Profiles tracks global consumer demand and attitudes towards travel, across the largest tourism markets. Global Travel Profiles data is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Learn more about YouGov Global Travel Profiles.