Thai Tourism Rebounds for Mother's Day with Japan Leading Bookings
Thai flight searches surged 86% ahead of Mother's Day as travelers regain confidence following fuel price stabilization, with Japan leading international bookings.
AirAsia MOVE has released travel data showing that Thai tourists are recovering and becoming more enthusiastic about booking trips ahead of Mother's Day. Flight search volume jumped 86% on average daily from July 7-16, 2025 compared to the February 28-June 30 period, which had been dampened by geopolitical tensions affecting travel confidence and costs.
The July surge occurred after the Thai government stepped up monitoring and management of domestic fuel prices, following several adjustments in early July. Although oil prices remained volatile later in the month, the 86% increase in flight searches signals that Thai travelers are regaining confidence to explore destinations and plan future trips, even amid lingering travel cost uncertainty.
While not all flight searches convert directly to bookings, the data reflects shifting traveler interest and destination considerations for upcoming holidays. For Mother's Day (August 12-16, 2025), Thailand's travelers are considering more diverse destinations.
Domestically, Chiang Mai, Phuket, Nan, and Surat Thani are seeing increased interest for family trips and short breaks. Internationally, Japan continues to lead, followed by Vietnam, China, Malaysia, Taiwan, Indonesia, Kazakhstan, and the Maldives.
Tokyo, Osaka, Fukuoka, and Sapporo remain Japan's most-searched cities. Vietnam's Da Nang and Hoi An are gaining popularity. Thai domestic destinations like Phuket, Krabi, Chiang Mai, Chiang Rai, and Hat Yai maintain steady interest.
Thai secondary cities are emerging as appealing options for travelers seeking beach holidays, nature escapes, cultural experiences, and alternatives to major tourist hubs. Travel continues to unite people across all generations, particularly around family-oriented occasions like Mother's Day.
