The digital travel platform Agoda has just announced the list of Asia’s leading mountain and small-town destinations, offering travellers a chance to escape the hustle and bustle of daily life and return to peaceful lands.
In this year’s ranking, Sa Pa in Viet Nam climbed to sixth place across the continent, affirming its growing appeal on the international tourism map.
As a renowned mountain town famous for terraced fields and ethnic villages, Sa Pa captivates visitors with its distinctive local culture alongside the breathtaking natural beauty of the Hoang Lien Son range, which can be viewed from the summit of Fansipan — the highest peak in Viet Nam, known as the “Roof of Indochina.”
According to data from Agoda, searches for Sa Pa increased by 21%, highlighting the destination’s increasingly widespread allure.
Peaceful mountain destinations, particularly the highland town of Sa Pa, are becoming ideal stopovers for those seeking to immerse themselves in local culture and admire pristine natural beauty.
Except for the stormy season (from around June to August), Sa Pa is always cloaked in a vibrant natural canvas that changes with the seasons: spring is adorned with plum and peach blossoms in the forests of the Northwest; summer is filled with the lush green of young rice shoots intermingled with the silvery sheen of early morning dew; and autumn is ablaze with a golden colour across the valleys of terraced fields.
In winter, Sa Pa not only appears to float in the clouds but is also covered in a layer of snow. This is a rare sight in a tropical climate, which makes this place even more magical.
The region’s characteristic highland markets have become one of the reasons attracting both domestic and international tourists. The blend of majestic nature and unique culture has earned Sa Pa a well-deserved place among Asia’s most captivating mountain destinations.
The ranking was compiled from Agoda data, aggregating accommodation search volumes between February 15 and August 15, 2025, at destinations with populations under 50,000 across eight Asian markets. The top three positions went to Cameron Highlands (Malaysia), Khao Yai (Thailand), and Puncak (Indonesia). Following them in the top eight most popular mountain and small-town destinations in Asia were Fujikawaguchiko (Japan), Kenting (Taiwan–China), Sa Pa (Viet Nam), Munnar (India), and Pyeongchang-gun (the Republic of Korea).
Agoda’s Country Director for Viet Nam Vu Ngoc Lam said that Sa Pa’s presence in the Asia-wide ranking reflects its unique landscape and diverse heritage that are growing increasingly attractive to tourists.
“From the vast terraced fields and trekking trails through the mountains to the distinctive traditional culture, travellers are seeking authentic experiences, rich in identity and different from the rhythms of big city life,” said Lam.
