Asia: Thailand leads European summer travel searches as Vietnam gains ground - Get updated on what's happening in tourism!

Thailand remains the most-searched Asian destination among European travelers for the second consecutive summer, according to new accommodation search data from Agoda. Indonesia has moved into second place, overtaking Japan, while Vietnam has climbed from fifth to fourth position.

The ranking is based on accommodation searches conducted between April and June 2026 for stays in July and August. Beyond the established Asian tourism heavyweights, the figures point to growing European interest in a broader range of destinations across Southeast, Northeast and South Asia.

Thailand stays ahead as Indonesia moves into second place

Thailand retains the top position in Agoda's country ranking, followed by Indonesia and Japan. Indonesia moved up from third place in 2025, supported by continued demand for Bali and increasing interest in other parts of the archipelago.

Japan remains among the three most-searched destinations, while Vietnam has advanced from fifth to fourth place. Malaysia completes the top five.

At destination level, Bangkok and Bali retain first and second place respectively for the second year running. Koh Samui ranks third, followed by Tokyo and Pattaya.

India records strongest growth in European searches

The fastest growth is taking place beyond the leading destinations. Among the top 20 Asian markets, India recorded the largest year-on-year increase in European accommodation searches at 14 percent.

South Korea followed with growth of 13 percent, while searches for Vietnam increased by 12 percent. The figures suggest that European demand is spreading beyond Asia's long-established tourism centers as travelers consider a wider range of countries and itineraries.

“What stands out in this year's data is how broadly European interest in Asia has grown. We're seeing increasing travel appetite from Europe to Southeast Asia, Northeast Asia, and South Asia at the same time, pointing to expanded enthusiasm for the region,” says Andrew Smith, Senior Vice President, Supply at Agoda.

France and Germany remain major source markets

The five leading European source markets remained unchanged from 2025. France generated the highest search interest, followed by Germany, the United Kingdom, the Netherlands and Spain.

Some of the strongest growth, however, came from markets outside this established group. Türkiye recorded a 39 percent year-on-year increase in searches for Asian destinations, the highest rate among the European markets highlighted by Agoda.

Hungary followed with an increase of 22 percent and the Czech Republic with 16 percent. The development indicates growing demand for Asian travel from Central and Eastern Europe as well as from Türkiye.

Islands and coastal destinations attract European travelers

Agoda's figures also show that European interest is not concentrated solely on major Asian capitals. Bali and Koh Samui both rank among the three most-searched individual destinations, while Pattaya takes fifth place.

“That same curiosity is showing up at the city level too, with more travelers venturing beyond the well-known capitals to explore coastlines, islands, and destinations that feel a little more off the beaten path,” says Smith.

The results provide a snapshot of travel interest rather than actual bookings or visitor arrivals. Based on accommodation searches for the peak European summer months, however, they indicate that demand for Asia remains strong while becoming increasingly diversified across countries and destinations.

Image Credit: © AI generated illustration