Thai destinations rank in Asia’s top five among European travellers
Agoda data rank Bangkok first among individual Asian destinations, with Koh Samui third and Pattaya fifth, while India records the fastest growth in searches.
- For the second consecutive year, Thailand is the top-ranked Asian destination for European travellers, according to summer travel search data from Agoda.
- Three Thai destinations are listed in Asia's top five for European tourists: Bangkok ranked first, Koh Samui third, and Pattaya fifth.
- The other destinations completing the top five are Bali, Indonesia (second) and Tokyo, Japan (fourth).
- The strongest European interest in Thailand comes from Germany, France, and the Netherlands, which have been the top three source markets for two years in a row.
Agoda has released data on travel interest among European travellers for summer 2026, showing that Thailand remained the Asian destination attracting the strongest interest for a second consecutive year.
The result reflects the strength of Thailand’s tourism market among European travellers.
The findings were based on Agoda accommodation searches from April 1 to June 30 for stays between July 1 and August 31, compared with the same periods a year earlier.
In its ranking of individual destinations, Thailand had three entries in Asia’s top five among European travellers.
Bangkok ranked first, Koh Samui rose from fourth a year earlier to third, and Pattaya took fifth place.
Bali in Indonesia held second place for a second consecutive year, while Tokyo in Japan ranked fourth, reflecting European travellers’ interest in both beach destinations and major Asian tourist cities.
At country level, Indonesia climbed from third to second, while Japan remained in the top three.
Vietnam rose from fifth to fourth, and Malaysia ranked fifth.
Beyond the leading destinations, the data also showed that interest was spreading to other tourism markets.
Among the 20 most popular destinations, India recorded the fastest year-on-year growth in searches by European travellers, at 14%, followed by South Korea at 13% and Vietnam at 12%.
The pattern suggests that European travellers are beginning to seek a wider range of experiences and travel routes beyond the main tourist cities that are already popular.
The European source markets showing the strongest interest in Thailand in summer 2026 were Germany, France and the Netherlands, which held the top three places for a second consecutive year.
Spain and Italy also featured in the top five.
Akaporn Rodkong, Agoda’s country director for Thailand and Indochina, said Thailand had held first place for a second consecutive year.
She said the inclusion of three Thai destinations in the top five showed that European travellers’ interest was not merely a short-lived trend, but was showing signs of becoming part of their annual travel behaviour.
“European travellers have already made Thailand part of their annual travel routine.”
Rodkong added that Bangkok, Koh Samui and Pattaya reflected the diversity of Thailand’s tourism experiences, ranging from an urban centre and travel hub to seaside destinations.
The findings are also of interest to Thailand’s tourism sector because July and August fall during Europe’s summer, an important travel season that coincides with school holidays and allows travellers to plan family trips.
Thailand retained first place overall, while Bangkok, Koh Samui and Pattaya remained among the most popular destinations.
This indicates that European demand for travel to Thailand continues and is not confined to any one form of tourism.
