Thailand remains a top destination for travelers across Asia, with its mix of vibrant cities, pristine beaches, and rich cultural experiences. According to Agoda’s 2025 travel insights, China, Malaysia, and South Korea are once again leading the charge in terms of visitor numbers to Thailand. The platform’s booking data reveals key trends for the first half of 2025, showing Bangkok, Pattaya, and Phuket as the most popular cities. Furthermore, Hat Yai, a hidden gem in southern Thailand, has seen a remarkable rise in popularity, largely due to its affordability and accessibility.

Agoda’s insights offer a detailed view of Thailand’s diverse tourism offerings, showing how travelers are spreading their visits across urban adventures, coastal leisure, and more tranquil inland escapes. From bustling cities to secluded islands, Thailand continues to captivate travelers from all over the world. Here’s an overview of Agoda’s findings and how they shed light on Thailand’s tourism growth in 2025.

Key Insights from Agoda’s 2025 Thailand Travel Report:

• Top Markets: China, Malaysia, and South Korea continue to lead as top visitors to Thailand, with growing numbers coming from Japan and Singapore.
• Popular Cities: Bangkok, Pattaya, and Phuket remain the leading tourist destinations, while Hat Yai gains traction, especially among Malaysian and Singaporean travelers.
• Travel Preferences: South Korean visitors are staying the longest, with popular extended stays on islands like Ko Tao and Ko Pha Ngan.
• Tourism Revenue: Over 16 million international visitors arrived in Thailand in the first half of 2025, generating significant tourism revenue.

Agoda’s Thailand Insights for 2025: Who’s Visiting and Where They’re Going

According to Agoda’s data, China continues to dominate as the largest market for visitors to Thailand in 2025, closely followed by Malaysia and South Korea. However, the most surprising finding is that the longest stays are led by South Korea, with Japan, Malaysia, Singapore, and China following. This trend highlights the preference for longer, more immersive travel experiences in Thailand’s lesser-known destinations.

Top Cities and Regions for Visitors

• Bangkok: The bustling capital remains the most visited city for tourists from all major markets. Known for its vibrant culture, food scene, and shopping, Bangkok continues to be a magnet for travelers from China, Malaysia, and South Korea.
• Pattaya: Famous for its beach resorts, nightlife, and water sports, Pattaya remains a favorite, especially for travelers from China and Malaysia, offering a mix of leisure and adventure.
• Phuket: As Thailand’s most famous island destination, Phuket continues to attract visitors from all over the world with its world-class beaches, resorts, and diverse attractions.
• Hat Yai: A lesser-known gem, Hat Yai in southern Thailand is seeing significant growth, particularly among Malaysian and Singaporean visitors. Known for its affordability and cultural richness, Hat Yai has become a top destination for those seeking a budget-friendly yet authentic experience.

Unexpected Stays and Preferences

While China tops the visitor numbers, the market with the longest stays is South Korea. South Korean visitors are particularly drawn to destinations like Pathum Thani, a quieter, more local experience near Bangkok, as well as the more secluded islands like Ko Tao for diving or Ko Pha Ngan for its beach vibe and party scenes.

Ko Tao, known for its world-class diving, has become a favorite among Chinese, Singaporean, and Japanese tourists, while Ko Pha Ngan offers an incredible blend of laid-back beach life and vibrant nightlife, especially for Malaysians and South Koreans.

Thailand’s Growing Popularity: Tourism Revenue and Government Support

Thailand’s tourism revenue has been growing consistently, and the first half of 2025 is no exception. According to Thailand’s Ministry of Tourism and Sports, over 16 million foreign visitors arrived in the first half of 2025, generating approximately 743.5 million baht in revenue. This figure reflects the ongoing recovery of the tourism industry following global disruptions, as well as the increasing interest in Thailand as a top destination for both short getaways and extended stays.

Government initiatives such as the Amazing Thailand Grand Tourism and Sports Year 2025 have also played a role in attracting tourists, offering incentives and streamlined travel procedures for international visitors. Moreover, increasing flight capacities and improved infrastructure ensure Thailand’s continued appeal as a global tourism leader.

Trends in the Most Visited Destinations

Agoda’s data shows that Phuket, Bangkok, and Pattaya remain the most visited cities, but there are notable shifts in visitor behavior:

• Ko Tao and Ko Pha Ngan are becoming the go-to destinations for extended stays, with travelers from South Korea, Japan, and Singapore taking the opportunity to dive into Thailand’s natural beauty.
• Hat Yai has emerged as one of the top spots for visitors from Malaysia and Singapore due to its budget-friendly nature. The city offers a rich mix of cultural experiences and local attractions that visitors find appealing.

In addition, travelers are increasingly seeking more personalized experiences. Many visitors are choosing inland destinations like Pathum Thani, which provide a quieter, more authentic taste of Thai culture. These shifts reflect the broader trends in tourism where travelers seek both well-known destinations and more peaceful, off-the-beaten-path locales.

Thailand’s Tourism Outlook: A Strong Future Ahead

With tourism flourishing and millions of international visitors exploring Thailand, the future remains bright for the country’s hospitality sector. The government’s continued investment in the tourism industry, coupled with Agoda’s support in offering diverse accommodation options, will ensure that Thailand remains a top global travel destination.

Moreover, Thailand’s cultural tourism continues to rise, with visitors eager to experience local traditions, food, and festivals. The government’s commitment to sustainable tourism and the preservation of Thailand’s natural and cultural heritage is poised to create even more long-term growth opportunities in the coming years.

Thailand’s Neighboring Popular Destinations for Thai Travelers

For Thai travelers heading abroad, Tokyo, Osaka, Hong Kong, Taipei, and Seoul are the top destinations. This reflects the growing trend of cross-border travel among Thai tourists, who are increasingly seeking international experiences in vibrant cities across Asia. With Agoda’s easy-to-use platform, Thai travelers are able to book affordable flights, accommodations, and activities in these exciting international destinations.

Conclusion: Thailand Continues to Lead the Way in Southeast Asia Tourism

As Thailand’s tourism continues to flourish, the country remains at the forefront of Southeast Asia’s travel industry. With its diverse offerings from urban escapes in Bangkok to tranquil islands like Ko Tao and Ko Pha Ngan, Thailand remains the ultimate destination for a wide array of travelers. The mix of cultural, natural, and modern attractions keeps visitors coming back year after year, and with ongoing support from both the government and industry players like Agoda, Thailand’s tourism will continue to thrive well into 2025 and beyond.