Sapa named among Asia’s most popular rural escapes

The ranking highlights destinations beyond Asia's bustling city centers, offering visitors the chance to explore nature, culture, and authentic local experiences.

Nestled in the northern mountains, Sapa is famed for its terraced rice fields, ethnic villages, and sweeping views of the Hoang Lien Son mountain range from Fansipan – Viet Nam's highest peak, also known as the "Roof of Indochina." Agoda data shows searches for Sapa surged 21 percent, reflecting its rising popularity.

Travelers are increasingly drawn to Viet Nam's rural destinations, with Sapa standing out for its seasonal beauty and cultural vibrancy. Spring brings plum and peach blossoms, summer reveals lush green rice shoots, autumn paints the valleys with golden terraced fields, and winter sometimes dusts the hills with snow – a rare spectacle in tropical Southeast Asia. The town's lively highland markets further enhance its cultural charm.

Agoda's ranking, based on accommodation searches made between February 15 and August 15, 2025, across eight Asian markets for towns with populations under 50,000, placed Malaysia's Cameron Highlands, Thailand's Khao Yai, and Indonesia's Puncak in the top three. Fujikawaguchiko (Japan), Kenting (Taiwan), Sapa (Viet Nam), Munnar (India), and Pyeongchang-gun (South Korea) completed the top eight.

Vu Ngoc Lam, Country Director at Agoda, remarked: "Viet Nam's presence on the list through Sapa shows how the country's diverse landscapes and heritage continue to inspire travelers. From terraced rice fields and mountain treks to rich cultural traditions, visitors are increasingly seeking authentic, immersive experiences away from major urban hubs."