Agoda Unveils 2025 Mid-Year Travel Trends

International

China, Malaysia, and South Korea Lead Visitor Arrivals to Thailand.

Agoda, the digital travel platform, has released its latest insights into travel behavior in Thailand during the first half of 2025. According to booking data, China, Malaysia, and South Korea continue to be the top three source markets for international visitors, followed by Japan and Singapore.

Bangkok, Pattaya, and Phuket remain the most popular destinations across these five markets. Notably, Hat Yai has also seen a surge in popularity, especially among Malaysian and Singaporean travelers. Its growing appeal is likely linked to its affordability—Hat Yai has consistently ranked as Thailand’s most budget-friendly destination and one of the top three most affordable in Asia for two years running. The city's unique combination of urban energy, coastal relaxation, and cultural richness makes it attractive to a wide range of travelers.

Interestingly, the countries sending the most visitors aren’t always those with the longest average stays. While China tops the list in visitor numbers, South Korean tourists stay the longest on average, followed by those from Japan, Malaysia, Singapore, and China.

Each market also demonstrates distinct preferences in travel experiences. Many tourists are opting for longer stays in Thailand’s island and inland retreats. Ko Tao stands out for its diving opportunities, Ko Pha Ngan appeals with its balance of beach serenity and vibrant nightlife, and Pathum Thani offers a quieter, local experience near Bangkok.

Top Destinations by Average Length of Stay:

· China: Ko Tao

· Malaysia: Ko Pha Ngan

· South Korea: Pathum Thani

· Japan: Ko Tao

· Singapore: Ko Tao

Supporting Agoda’s findings, data from Thailand’s Ministry of Tourism and Sports confirms that more than 16 million international tourists visited the country from January to June 2025. These visits generated around 743.5 billion baht in tourism revenue. Government-led campaigns like the Amazing Thailand Grand Tourism and Sports Year 2025, combined with simplified travel procedures and increased flight availability, are helping solidify Thailand’s reputation as a premier travel destination in the region.

As for outbound travel from Thailand, the top destinations among Thai tourists in the first half of the year were Tokyo, Osaka, Hong Kong, Taipei, and Seoul.

Akaporn Rodkong, Country Director at Agoda, commented:

“We’re honored to be the preferred travel platform for millions across Asia and proud to support tourism in Thailand. At Agoda, we’re dedicated to providing travelers with easy access to a wide range of accommodations—helping them discover both famous locations and lesser-known gems, making every journey more enjoyable.”

With a selection of over 6 million holiday properties, 130,000+ flight routes, and more than 300,000 activities, Agoda offers countless opportunities for spontaneous escapes and extended adventures. The Agoda mobile app is a trusted tool for travelers seeking unbeatable deals and inspiration for their next trip. Plan your next getaway at www.agoda.com.