From Discovery to Destination: Experience-Led Demand and the Rise of Asia’s Outbound Traveller

Asian outbound travel is one of the most significant growth opportunities in global tourism. In this session, Wilfred Fan, Chief Commercial Officer of Klook, traces the evolving profile of Asia’s outbound traveller, examining the shifts in demand patterns, and how experiences have become the core currency of the modern journey. From the rise of social-first discovery on platforms which increasingly steer travellers toward lesser-known destinations and experiences — to catering for mobile-first, in-destination exploration, Wilfred dives into how European tourism can move beyond destination thinking and start designing for a new kind of traveller.