Goway Asia Forum: China’s big comeback, solo travel finds new niche

Asia is booming for Goway Travel, and according to vice president Moira Smith, travel advisors who deepen their expertise in the region stand to benefit.

“China is really coming back with a vengeance,” Smith said. 

“We’re seeing 149 per cent year-over-year growth. I really believe China will be as big as Japan within two years.”

Speaking with PAX at the 2026 Goway Asia Forum at the Chelsea Hotel in downtown Toronto on Tuesday (June 9), Smith said the company is investing in the continent, from Japan to Uzbekistan, as demand continues to accelerate.

The full-day event, Goway's first for Asia, brought together more than 20 dedicated suppliers from across the continent for destination presentations, panel discussions and networking opportunities focused on helping travel professionals grow their FIT and custom group businesses.

“We’ve done an Africa event for a long time and it was such a success,” Smith said of the inspiration behind the Asia Forum.

While Japan remains Goway’s top seller, Smith said travellers are evolving beyond the country’s well-known destinations.

“Our Asia division grew 29 per cent year over year,” Smith said. 

“In the last four to five months, our FIT team has grown from 25 to 33 people, and we’ve added nine group consultants. That’s intentional because we believe there’s huge opportunity in Asia.”

“Japan is still huge and not showing any signs of stopping,” she said. 

“The Golden Route will always be core for first-time travellers, but people are going back, going deeper, and staying longer.”

Repeat visitors are increasingly exploring regions such as Kyushu, Hokkaido and Okinawa rather than limiting themselves to Tokyo, Kyoto and Osaka, but the biggest growth story may be China.

Chinese growth

Smith believes the Carney government’s détente with China is helping reshape its perception and bring in much more traffic.

“Canadians are now eligible for a free 30-day visa with China until December, and that’s huge,” she said.

(PAX, in fact, is currently embedded in China this week, reporting on the destination with travel advisors and the new visa-free access is a game-changer).

She added that many travellers are surprised by what they discover.

“People would be surprised at how unbelievably modern so many Chinese cities are, from the transportation, the infrastructure, and then you’ve got other places that haven’t changed in centuries.”

The new influx mirrors Goway’s earlier response to Japan’s tourism boom.

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“When Japan became so popular, we worked with multiple suppliers to make sure we could organize train tickets and tour tickets,” Smith said. 

“We’re doing the same thing in China.”

To support the demand, Goway has redeveloped its China product lineup, incorporating accommodations alongside high-speed rail journeys and experiences that showcase destinations such as the dramatic Zhangjiajie Mountains in Hunan Province, landscapes made famous by comparisons to the floating peaks depicted in Avatar.

The South East Asian crescent

Vietnam has emerged as another standout performer. “It’s our third biggest trending destination,” Smith said.

Travellers are also increasingly combining multiple Southeast Asian countries into one extended itinerary.

“Combining Vietnam, Thailand, Laos and Cambodia together is another huge trend,” she said. 

“At the moment, people are going longer.”

Thailand remains a perennial favourite, although travellers are increasingly seeking out less mainstream experiences.

“We’re seeing people go off the beaten path into islands that are less mainstream, like Koh Lanta instead of Koh Samui.”

The rise of the globetrotter

Goway’s customer base remains dominated by couples, who account for roughly 60 per cent of bookings. 

Multigenerational travellers represent another 30 per cent, while solo travellers currently make up 10 per cent.

But Smith sees solo travel as one of Asia’s biggest opportunities.

“We’ve launched a tour in Korea for women that incorporates K-beauty, wellness and fabulous food experiences,” she said. 

“We’ve also got similar products in Thailand and India.”

Cruising is also playing a role in Asia’s growth, from Yangtze River itineraries in China to Mekong River experiences in Vietnam, alongside an increased focus on boutique offerings.

Smith encouraged advisors to lean into specialization.

“I think advisors should become Asian experts through the Goway Travel Academy,” she said. 

“Gain some knowledge and rely on our expertise. Our staff travel so extensively.”

Each year, Goway sends staff throughout Asia to experience both iconic destinations and lesser-known regions firsthand.

“We tailor-make exactly what clients want,” Smith said. 

“If they want a sumo wrestling experience instead of a tea ceremony, we’ll break it apart and make it happen.”

Investing in curiosity

Beyond the continent’s established countries, Smith said curiosity is driving travellers toward emerging destinations.

“There will always be perennials like Japan and Thailand, but we’re seeing a lot of interest in places like Uzbekistan, Mongolia, Bhutan and Nepal,” she said. 

“People are really going further.”

Those travellers, she explained, are looking for authenticity over checklists.

“I think people want something a little bit different. They want to travel to non-touristic places,” Smith said. 

“Going somewhere like the ‘stans,’ you’ve got so much history with the Silk Road. Mongolia is probably the last true nomadic destination.”

“We call these clients globetrotters,” she added. “They’re not just going to tick off a box. They really want to experience the destination.”

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