Travel in Asia is no longer defined only by big cities and their skylines. Increasingly, travellers are seeking out destinations that let them slow down. They look for places where they can breathe cleaner air, spend more time outdoors, and connect with landscapes and communities far removed from the urban rush. This trend is reflected in a new study by digital travel platform Agoda, which analysed millions of accommodation searches across the continent.
Focusing on towns with fewer than 50,000 residents, the research identified eight rural destinations that are seeing a surge in interest. These are places where tea gardens, hiking trails, and local markets are part of daily life, and where the experience feels more grounded than glossy. The list highlights a growing appetite for quieter escapes, from Japan’s Fujikawaguchiko with its picture-perfect views of Mount Fuji, to Malaysia’s Cameron Highlands with its rolling tea estates. Among them is Munnar—the only Indian destination to make the cut.
Tucked away in the Western Ghats, Munnar has always been one of Kerala’s most popular hill stations. Its rolling tea plantations, cool mountain weather, and winding roads dotted with waterfalls have long made it a favourite for domestic holidaymakers. Now, inclusion in Agoda’s Asia-wide rankings also pushes it onto the international stage.
Munnar’s appeal lies in how much it offers in one compact setting. Plantation walks and visits to the Tata Tea Museum provide a window into the town’s colonial-era legacy. Nature trails through Eravikulam National Park bring sightings of the endangered Nilgiri tahr, with Anamudi, the highest peak in South India, forming a dramatic backdrop. Boating at Mattupetty Dam, panoramic views at Top Station, and stops at waterfalls like Attukal add to the mix. Every twelve years, the Neelakurinji flower carpets the hillsides in a rare shade of blue, an event that draws travellers worldwide.
For those used to the energy of Indian metros, Munnar delivers the opposite—quiet mornings in the hills, wildlife encounters, and evenings cooled by mountain air. As Gaurav Malik, Agoda’s Country Director for the Indian Subcontinent, explains, “Indian travellers are increasingly looking beyond big cities and turning to rural escapes that offer both natural beauty and cultural richness. With its tea gardens, misty hills, and wildlife, Munnar emerged as a favourite among those seeking a peaceful yet immersive getaway.”
Munnar shares the spotlight with seven other destinations across Asia, each offering a distinctive escape from urban life.
Cameron Highlands in Malaysia leads the list. A colonial-era retreat turned holiday favourite, it remains known for its tea plantations, flower gardens, and strawberry farms, all set against a cool climate that contrasts sharply with the tropical lowlands.
In Thailand, Khao Yai is a magnet for nature lovers. The country’s first national park is home to elephants, hornbills, waterfalls, and sweeping viewpoints, offering travellers a wilderness experience just a few hours from Bangkok.
Puncak in Indonesia, in the mountains of West Java, is another popular getaway. Its tea estates, mountain scenery, and cool weather attract hikers, paragliders, and families looking to escape the sprawl of Jakarta.
Over in Japan, Fujikawaguchiko draws visitors with one of the most recognisable views in Asia: Mount Fuji reflected in its lakes. Add hot springs, traditional gardens, and seasonal festivals, and the small town becomes an ideal base for exploring Japan’s most famous peak.
Kenting in Taiwan shifts the focus to the coast. On the island’s southern tip, it is best known for its sandy beaches, coral reefs, and water sports. The surrounding Kenting National Park offers hiking trails and dramatic cliffs, making it more than just a beach break.
Sapa combines dramatic mountain scenery in Vietnam with terraced rice fields and minority villages. Trekking here isn’t just about landscapes and encounters with the cultures that define this highland region.
Finally, South Korea’s PyeongChang-gun, recognised globally as the host of the 2018 Winter Olympics, is a destination that works year-round. Winter means skiing and snowboarding, while the rest of the year brings wildflower trails, hiking routes, and cultural festivals.
What unites these destinations is the growing traveller appetite for experiences rooted in nature and local culture, away from crowded hubs. Agoda’s study, which analysed accommodation searches made between February and August 2025, shows that rural travel is more than a passing fad—it’s a preference that cuts across borders.
For India, Munnar’s presence on this list is particularly significant. It reflects how a destination long cherished by domestic tourists is now gaining international recognition. It also underscores a broader travel trend: that the future may not only belong to urban icons, but also to smaller towns where tea gardens, mountain trails, and quiet beaches are the real draw.
As travellers plan their next holidays, these eight rural escapes offer proof that sometimes, the best journeys begin far from the city.
1. What is Agoda’s new study about?
Agoda analysed millions of searches to reveal Asia’s most popular rural destinations with fewer than 50,000 residents.
2. Which Indian destination made the list?
Kerala’s hill station Munnar was the only Indian entry in Agoda’s top eight rural escapes in Asia.
3. Which destination ranked first overall?
Malaysia’s Cameron Highlands topped Agoda’s ranking of Asia’s rural getaways.
4. What makes Munnar a popular choice?
Munnar offers tea plantations, misty hills, wildlife, and a cool climate—making it a tranquil escape from city life.
5. Why are rural destinations trending now?
Travellers are increasingly seeking slower-paced, nature-filled experiences away from crowded urban centres.