As summer approaches and European travelers begin plotting their next holiday escapes, a recent survey by Agoda reveals that Thailand remains the crown jewel of Asia for European tourists, holding the top spot for the second year in a row. This digital travel platform's latest data, drawn from accommodation searches for stays between July and September, paints a vivid picture of shifting travel trends and burgeoning interests across the continent.
Thailand's enduring allure is unmistakable. German travelers continue to dominate as the largest European group searching for stays in Thailand, a position they've maintained for two consecutive years. Close behind are travelers from France, the United Kingdom, the Netherlands, and Spain, all showing strong interest in exploring the Land of Smiles. Interestingly, other European nations are catching on, with accommodation searches from Greece soaring by 67%, the Czech Republic by 26%, and Poland by 16%. This surge signals a growing enthusiasm for Thailand beyond the usual markets.
Within Thailand, Bangkok remains the undisputed favorite destination, drawing tourists with its vibrant city life, rich history, and cultural tapestry. However, the tropical charm of Koh Samui and the bustling beach city of Pattaya are making significant waves, rounding out the top three most searched locations. Koh Samui's rise is particularly fascinating and is believed to be influenced by the global success of HBO's series 'The White Lotus,' which showcased the island’s stunning landscapes and luxurious vibe, captivating viewers worldwide and inspiring travel dreams.
Looking beyond Thailand, the broader Asian region is also witnessing shifting tides in traveler preferences. Malaysia, for instance, has experienced the most significant increase in interest, with accommodation searches up by 20% compared to the previous year. This leap places Malaysia firmly on the radar of European travelers seeking diverse cultural experiences and natural beauty.
China's appeal is also growing, with a 14% increase in searches. This uptick is likely linked to recent visa exemption policies that have made travel more accessible for many European countries, removing barriers and encouraging exploration. Sri Lanka, too, is gaining traction, with a 13% rise in accommodation searches, hinting at its emerging status as an attractive destination for those venturing into Asia.
Orrakon Rodkong, Agoda’s Country Director for Thailand, encapsulates the sentiment perfectly: "As summer approaches, Asia continues to be an attractive choice for European tourists due to its diverse culture and beautiful attractions. Thailand's position as the most searched destination for two consecutive years reflects the country's timeless charm. The increased interest in destinations like Bangkok, Koh Samui, and Pattaya highlights travelers' desire to experience the rich cultural diversity Thailand offers."
Agoda’s commitment goes beyond just revealing trends. With over 5 million accommodation options, more than 130,000 flight routes, and upwards of 300,000 activities available on its platform, Agoda is dedicated to making travel planning seamless, affordable, and tailored to every traveler’s needs. Their platform offers a wealth of choices and exclusive deals, ensuring that the dream of exploring Asia’s wonders is within reach for many.
The data underpinning these insights was meticulously gathered by comparing accommodation searches on Agoda's platform from April 2024 to April 2025 for stays during the summer months of July to September 2025. This approach provides a clear window into emerging travel patterns and preferences among European tourists, offering valuable foresight into the upcoming travel season.
What does all this mean for the travel industry and tourists alike? For one, Thailand’s sustained popularity signals that its blend of cultural richness, natural beauty, and modern amenities continues to resonate deeply with travelers. The rise of Koh Samui, fueled by pop culture phenomena like 'The White Lotus,' exemplifies how media can influence travel trends, turning once lesser-known spots into must-visit destinations overnight.
Meanwhile, Malaysia’s impressive growth in search interest suggests that travelers are broadening their horizons, seeking out new experiences and destinations within Asia. The easing of travel restrictions in countries like China is also opening doors, making Asia more accessible and appealing than ever before.
For European tourists, this means an exciting array of options awaits, from the bustling streets of Bangkok to the serene beaches of Koh Samui, the cultural tapestry of Malaysia, and the historic charm of Sri Lanka. The travel landscape is vibrant and evolving, shaped by a blend of traditional favorites and emerging hotspots.
In the end, Agoda’s survey not only highlights where Europeans are headed this summer but also underscores the dynamic nature of global travel. As preferences shift and new destinations capture the imagination, platforms like Agoda play a crucial role in connecting travelers with the experiences they seek, making the world a little smaller and a lot more accessible.
