Agoda: Event Tourism Drives Growing Travel Interest in Thailand - Get updated on what's happening in tourism!

Pop culture is redefining global travel habits, with live music and entertainment events emerging as major motivators for tourism. According to the digital travel platform Agoda, large-scale concerts and festivals are fueling a marked rise in both international and domestic travel interest in Thailand.

Pop culture as a travel driver

The upcoming BLACKPINK concert in Bangkok, scheduled from 24 to 26 November, has already led to an 18% increase in international accommodation searches on Agoda compared to two weeks earlier. Travelers from Vietnam (+266%), Malaysia (+107%), and Taiwan (+19%) are showing the strongest interest — a trend attributed to the band’s absence from Malaysia and Vietnam on their 2025 tour and the group’s devoted following in Taiwan.

Within Thailand, enthusiasm is equally high: domestic accommodation searches for Bangkok rose by 130%, driven by the immense popularity of Thai-born member Lisa, whose global fanbase continues to inspire local engagement with international entertainment.

Festivals turn Thailand into a regional travel hotspot

The appeal of major music events extends beyond K-pop. Rolling Loud Thailand, the globally renowned hip-hop festival returning to Legend Siam in Pattaya (14–16 November), has also become a travel magnet. Despite limited details about this year’s lineup, Agoda reports a 36% increase in accommodation searches for stays around the event dates, with the highest demand from South Korea, Japan, and Taiwan.

Thailand’s own Wonderfruit Festival, taking place in Pattaya from 11 to 15 December, has seen a 10% rise in international searches for hotels in the Pattaya–Chonburi area. Interest is led by travelers from South Korea, the Philippines, and Singapore. Known for its fusion of art, nature, wellness, and sustainability, Wonderfruit offers a multi-sensory open-air experience featuring farm-to-table dining, sunrise soundscapes, cultural workshops, and architectural installations.

Thailand’s growing role as a global events hub

“As Thailand continues to host world-class events and festivals, event tourism is proving to be a dynamic force in strengthening the country’s position as a global travel destination,” said Akaporn Rodkong, Country Director, Thailand at Agoda. “Agoda remains committed to supporting travelers in discovering these experiences while making travel more accessible and affordable.”

With over six million holiday properties, 130,000 flight routes, and 300,000 activities available, Agoda allows travelers to plan entire experiences in a single booking.

Find the best travel deals on the Agoda mobile app or visit Agoda.com to start planning your next concert adventure in Thailand.

Image Credit: © Agoda