Visa has announced the launch of its experience-led travel programme, Visa Destinations, in the Asia Pacific region, starting with Thailand. This initiative aims to connect cardholders with curated, destination-specific experiences, offering exclusive access and privileges through partnerships with local hospitality, dining, and entertainment providers. Singapore is set to join the programme in 2026.
The programme is designed to cater to the evolving travel preferences of consumers, who are increasingly opting for shorter, intraregional trips and seeking meaningful experiences. Visa Destinations offers a digital platform where cardholders can discover and book cultural experiences, such as Bangkok’s Songwat Experience, which highlights the city’s heritage and local culture.
Visa’s data indicates that travel remains a significant spending category in Asia Pacific, with $180b in travel spend, accounting for over 17% of total Visa card spending in the region. The programme aims to capture this demand by focusing on well-connected hubs like Bangkok, Singapore, and Tokyo.
T R Ramachandran, Head of Products and Solutions at Visa Asia Pacific, stated, “We’re seeing more travellers spend more time in destinations closer to home, choosing experiences that are deeper and more authentic.” Visa Destinations aims to provide these experiences, enhancing travel for cardholders with additional privileges for Visa Infinite and Visa Signature members.
As Visa Destinations continues to expand globally, it will soon include cities like New York, San Francisco, and Singapore, offering a wide array of benefits and experiences tailored to the preferences of modern travellers.
