Tourexpi
Agoda: Event Tourism Drives Growing Travel Interest in Thailand
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
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