Agoda Reveals Top Travel Insights for Thailand in H1 2025

Thailand

Digital travel platform Agoda has published its latest insights into inbound travel trends for Thailand during the first half of 2025, highlighting continued strong demand from regional markets.

According to booking data, China, Malaysia, and South Korea were the top three source countries for international visitors, followed by Japan and Singapore. These trends align with the enhanced air connectivity and simplified travel procedures introduced under the Amazing Thailand Grand Tourism and Sports Year 2025 initiative.

At the destination level, Bangkok, Pattaya, and Phuket remained the most visited cities among travellers from these key markets. A notable riser was Hat Yai, which gained popularity especially among visitors from Malaysia and Singapore. Its affordability and ease of access have boosted its reputation as one of Asia’s most budget-friendly cities—an accolade it has received for two consecutive years.

Agoda’s data also pointed to differing visitor behaviours across markets. Chinese travellers accounted for the highest visitor volume, while South Koreans had the longest average stay. They were followed by visitors from Japan, Malaysia, Singapore, and China. Longer stays were most common at island and off-the-beaten-path destinations: Ko Tao (renowned for diving), Ko Pha-ngan (a mix of laid-back beaches and vibrant nightlife), and Pathum Thani (offering a more local vibe near Bangkok).

Citing data from Thailand’s Ministry of Tourism and Sports, Agoda noted that the country welcomed over 16 million international tourists between January and June 2025, generating approximately 743.582 billion baht in tourism revenue. This robust growth reflects the success of government initiatives to promote high-quality tourism through infrastructure improvements, streamlined visa processes, and targeted marketing campaigns.

In the press release, Akaporn Rodkong, Country Director at Agoda, commented:

“We’re honoured to be the platform of choice for travellers from across Asia and proud to play a role in supporting tourism in Thailand. At Agoda, we’re committed to offering convenient and diverse accommodation options that help travellers explore both well-known destinations and hidden gems across the country, making their trips easier and more memorable.”

Agoda’s platform, www.agoda.com, provides access to over 6 million properties, more than 130,000 flight routes, and 300,000 activities—with flexible options that suit both micro-adventures and extended stays.