On the morning of September 7, 2025, a four-story building in Bangkok’s bustling Phaya Thai district became the center of attention for all the wrong reasons. As the city’s commuters made their way through the early hours, smoke began to billow from a structure that housed a well-known printing business. According to BangkokBizNews, firefighters were dispatched swiftly to the scene, battling flames that threatened to consume not just the property, but the livelihoods of those working within.
While the immediate reports did not confirm any casualties, the damage to the building was severe. The fire, which started in the morning, quickly spread through the premises, causing significant property loss. The printing business operating in the building faced financial damages estimated in the tens of thousands of baht—a heavy blow for any local enterprise. Business operations were thrown into chaos, and the local community was left rattled by the incident.
Events like these serve as stark reminders of the vulnerabilities that come with urban living. Yet, as the city grappled with the aftermath of the fire, a different story was unfolding across Thailand—one that spoke of healing, escape, and the growing allure of rural destinations.
Agoda, a leading digital travel platform, released its latest rankings for Asia’s most popular rural destinations, and Thailand’s own Khao Yai soared to the second spot. This news, also reported by BangkokBizNews, has sent a wave of excitement through both the domestic tourism sector and regional travel enthusiasts. Khao Yai, known for its lush national park, abundant wildlife, and picturesque waterfalls, has long been a favorite among Thai travelers. Now, it’s gaining recognition across Asia as an ideal retreat for those seeking respite from city life.
Agoda’s rankings were based on search data for accommodations between February 15 and August 15, 2025, from eight Asian countries. The list focused on rural destinations with populations under 50,000, places where visitors could truly immerse themselves in local culture and the beauty of nature. Cameron Highlands in Malaysia claimed the top spot, thanks to its cool climate, sweeping tea plantations, and tranquil villages. Khao Yai followed closely, celebrated for its rich forests and outdoor adventure opportunities. Puncak in Indonesia rounded out the top three, attracting visitors with its scenic mountain views and rolling tea fields.
Other destinations making the list included Fujikawaguchiko in Japan—famed for its breathtaking views of Mount Fuji and traditional hot springs—Kenting in Taiwan, Sapa in Vietnam, Munnar in India, and Pyeongchang in South Korea. Each of these spots offers a unique blend of natural wonders and cultural experiences, catering to travelers looking to disconnect from the urban grind and reconnect with something simpler and more authentic.
The rise in rural tourism is no accident. As Ms. Akkaporn Rodkhong, Agoda’s Country Director for Thailand, explained to BangkokBizNews, “We are delighted that Khao Yai has been recognized as one of Asia’s top rural destinations. Khao Yai has long been a popular getaway for Thai people, and now travelers from across Asia are discovering its charms—whether it’s the clean air, the national park, or the relaxing atmosphere. Agoda is committed to making travel easy for everyone, and we are proud to help travelers experience amazing places like Khao Yai, whether for a short weekend trip or a longer stay in nature.”
This growing interest in rural escapes comes at a time when many city dwellers are seeking ways to heal from the stress and fatigue of their daily routines. The pandemic years, economic uncertainties, and the relentless pace of urban life have all contributed to a collective yearning for peace, quiet, and a touch of adventure. Rural destinations, with their panoramic vistas, slower pace, and opportunities for outdoor activities, offer exactly that. In Khao Yai, for instance, visitors can hike through dense forests, spot wild elephants and gibbons on a safari, or simply relax by a waterfall—experiences that are worlds apart from the concrete and chaos of Bangkok.
Agoda’s data also highlights a broader trend: the desire to explore lesser-known places, to step off the beaten path and find new forms of inspiration and relaxation. From the green hills of Munnar in India to the snow-covered slopes of Pyeongchang in South Korea, travelers are increasingly seeking out destinations that promise not just beautiful scenery, but also a sense of discovery and renewal.
Meanwhile, back in Bangkok, the fire in Phaya Thai was a sobering reminder of the risks that come with urban density and the importance of safety in city infrastructure. While the immediate focus was on extinguishing the flames and assessing the damage, questions lingered about how such incidents could be prevented in the future. The affected printing business, now facing significant financial losses, will have to rebuild—not just its premises, but its sense of security and stability.
Despite the challenges faced by the city, the simultaneous surge in rural tourism offers a glimmer of hope. It’s a testament to the resilience and adaptability of Thai society. Even as some are forced to confront the harsh realities of urban mishaps, others are finding new ways to recharge and reconnect with the natural world. The duality is striking: the city, with all its opportunities and risks, and the countryside, with its promise of restoration and escape.
For those considering a rural getaway, the options are more enticing than ever. Whether it’s savoring fresh fruit in Cameron Highlands, soaking in an onsen near Mount Fuji, or trekking through the forests of Khao Yai, travelers are spoilt for choice. Each destination offers its own brand of magic—a reminder that sometimes, the best way to heal is to step outside, breathe deeply, and let nature work its wonders.
As Thailand moves forward, balancing urban growth with the preservation and promotion of its rural treasures will be key. The fire in Phaya Thai may have left scars, but the rise of destinations like Khao Yai shows that the country’s spirit of adventure and renewal remains undimmed. In a world that often feels overwhelming, the call of the countryside has never sounded sweeter.
