Perennial Australian holiday favourite Bali has missed out on top spot in a ranking of destinations that travellers are keen to return to.

Bali nabbed fourth spot in digital travel platform Agoda’s visitor ranking of Asian cities that “keep travellers coming back for more” when it was released on Monday.

The Indonesian holiday hotspot was the only island on Agoda’s city list, which was topped by Bangkok, Tokyo and Seoul. Another Japanese city – Osaka – rounded out the top five.

The list is based on booking data from the first half of 2025, which revealed the destinations with the highest number of repeat visitors.

Making up the rest of the top 10 were Taipei (Taiwan), Kuala Lumpur (Malaysia), Da Nang (Vietnam), Johor Bahru (Malaysia), and Hong Kong.

“There’s something magical about destinations that keep calling you back,” Agoda senior vice-president supply Andrew Smith said.

“Whether it’s Bangkok’s bustling markets, Tokyo’s futuristic vibe, or Bali’s breathtaking sunsets, these places have a way of leaving travellers wanting more.”

Source: Agoda

Agoda said visitors were drawn to Bangkok for its vibrant street life, world-class dining, and cultural landmarks such as the Grand Palace and Wat Arun.

Tokyo, in second place, attracts repeat visitors for its charming neighbourhoods, renowned culinary scene, and seasonal attractions like cherry blossoms and cultural festivals. Meanwhile, travellers head to the South Korean capital of Seoul because of the allure of K-culture, shopping havens such as Myeongdong, and historic sites such as Gyeongbokgung Palace.

It said Bali enchanted travellers with its serene beaches, lush rice terraces, and spiritual retreats.

Despite not scoring top spot on the list, the Indonesian holiday island remains popular with Australians.

Bureau of Statistics figures released last week showed that Indonesia — particularly Bali — was Australians’ No.1 destination in the past year, accounting for 14 per cent, or 1,741,370, of Australian trips. It was followed by New Zealand, Japan, the US and China – with visitor numbers to Japan tripling in the past decade.

But Bali has also come in for scrutiny and warnings in recent months after a spate of alarming and sometimes deadly incidents.

The federal government’s Smartraveller website continues to advise visitors to “exercise a high degree of caution” in Indonesia and warns that higher levels apply in some areas.

“Australians have drowned in coastal areas, due to rough seas and strong rip currents at popular tourist beaches including in Bali. Many beaches are unpatrolled,” it notes.

“Drinks may be spiked or mixed with toxic substances. Be alert to the potential risks around drink spiking and methanol poisoning through consuming alcoholic drinks. Don’t leave food or drinks unattended. Cases of methanol poisoning in drinks have previously been reported in Indonesia, including in Bali and Lombok.”

Bali remains popular with Australians. Photo: Getty

In December last year, Adelaide newlywed Jacob Vennix, 32, was swept out to sea and died while honeymooning in Bali.

In January, three-year-old Sydney girl Janaa Al Easawi was found unconscious in a swimming pool at her parent’s Seminyak villa.

In other incidents, 39-year-old Melbourne woman Anna Maree Blight died when a large wave capsized the snorkelling tour boat she was on near the Island of Nusa Penida in March. Two other Australians also on the boat suffered severe burn injuries.

Two weeks ago, a fast ferry carrying 80 people overturned near the Bali resort town of Sanur on its return from the island of Nusa Penida.

Two Chinese nationals were died and a 23-year-old Indonesian man was unaccounted for. Five Australians reported to be among the passengers were unharmed.

Smartraveller has also warned holiday-makers heading for Indonesia be sure their passports are in good condition.

“Indonesian authorities have strict standards for damaged passports, and travellers have been refused entry into Indonesia with a damaged passport,” it warned.

“Water damage, minor tears or rips to the pages can be considered damaged.”