Agoda reports strong travel growth to Thailand in early 2025, driven by China, Malaysia, and South Korea. Key destinations include Bangkok, Pattaya, Phuket, and rising budget-friendly Hat Yai. Tourism revenue reached 743 billion baht.
Key Points
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Agoda’s data shows strong travel growth to Thailand in H1 2025, driven by visitors from China, Malaysia, and South Korea, supported by enhanced air connectivity and the Amazing Thailand Grand Tourism and Sports Year 2025 initiative improving travel ease and infrastructure.
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Bangkok, Pattaya, and Phuket remain top destinations, while Hat Yai gains popularity among Malaysian and Singaporean tourists for its affordability, reflecting a trend toward budget-friendly Asian travel options.
- Visitor patterns reveal South Koreans stay the longest, followed by Japanese, Malaysian, and Singaporean tourists; island spots like Ko Tao and Ko Pha-ngan attract extended stays. Thailand received over 16 million visitors, generating about 743 billion baht.
Agoda’s data reveals a robust resurgence in Thailand’s tourism sector during the first half of 2025, primarily fueled by visitors from key regional markets such as China, Malaysia, and South Korea, with Japan and Singapore also contributing significantly. This surge aligns with Thailand’s strategic initiatives, particularly the Amazing Thailand Grand Tourism and Sports Year 2025 campaign, which has notably enhanced air connectivity and streamlined travel processes, thereby facilitating easier access and improved infrastructure for international tourists.
The most frequented destinations remain Bangkok, Pattaya, and Phuket; however, emerging trends indicate a growing interest in alternative locations like Hat Yai. Hat Yai’s rise as a popular and affordable destination, especially among Malaysian and Singaporean travelers, signals a broader shift toward exploring more budget-friendly and less conventional Asian travel hotspots. This diversification highlights travelers’ evolving preferences toward discovering new experiences beyond the traditional tourism circuits.
Regarding visitor behavior, Agoda points to notable variations in average length of stay, with South Korean tourists typically spending the longest periods in Thailand, followed by visitors from Japan, Malaysia, and Singapore. Island destinations such as Ko Tao and Ko Pha-ngan attract extended visits due to their unique and appealing offerings. During this period, Thailand welcomed over 16 million tourists, generating approximately 743 billion baht in revenue. Agoda’s extensive range of accommodation and travel options continues to play an integral role in supporting and sustaining this dynamic growth in Thailand’s tourism industry.
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