Sa Pa was the fastest-growing destination in Asia in 2025, according to data released by online travel platform Agoda on 7/1. The ranking is based on international bookings made during 11 months of 2025 compared to the same period in 2024. Sa Pa's impressive performance saw it climb 15 spots in the top 100 destinations in Asia, moving from 66th to 51st position.

Following Sa Pa in the rapid growth category were Okayama (Japan), Bandung (Indonesia), Matsuyama (Japan), and Takamatsu (Japan).

Sa Pa's increase was significantly higher than that of other destinations in the fast-growing group, which generally ranged from 6 to 13 spots. This also marked the strongest increase among all Vietnamese destinations featured in Agoda's ranking.

Beyond Sa Pa, Vietnam had seven other representatives in Asia's top 100: Phu Quoc (climbed 6 spots), Ha Noi (climbed 3 spots), TP HCM (climbed 2 spots), Da Nang (climbed 1 spot), and Hoi An (maintained its ranking). Nha Trang, however, dropped 2 spots, and Da Lat dropped 5 spots.

This growth was primarily driven by a strong increase from Southeast Asian and Asia-Pacific markets. India led the increase in room searches with 207%, followed by: Philippines (115%), Australia (104%), and Taiwan (76%).

O Quy Ho Tea Hill, Sa Pa, 12/2025. Photo: Hoang Trung Hieu

According to Agoda, during the early part of the year, Sa Pa scored strongly with tourists due to its pleasant cool highland weather and blooming flower seasons amidst majestic mountains. Sa Pa also attracts visitors with a range of experiences, from Ta Van village with its peaceful valley shrouded in thin mist to Bac Ha market, rich in ethnic identity.

Visitors can also explore the 2 km Muong Hoa train route, which crosses the valley of the same name, offering panoramic views of the area. The period from February to May is an ideal season to visit Sa Pa. Spring flowers blooming across the mountain town make it a perfect choice for early-year spring trips and Tet holidays.

"Sa Pa possesses many advantages, from its nature to relaxing experiences amidst the fresh highland air", said Vu Ngoc Lam, Country Director for Agoda Vietnam.

Also in 2025, Agoda ranked Sa Pa among the top 8 most attractive mountain and small town destinations in Asia, making it the only representative from Vietnam on this list. The other destinations in the ranking included: Ella (Sri Lanka), Luang Prabang (Laos), Ubud (Indonesia), Pai (Thailand), and Gyeongju (South Korea).

Hoai Anh