Thailand Tops European Summer Travel Rankings in Asia

On August 10, 2025, Agoda, the digital travel platform, released its ranking of Asian destinations most sought by European travelers based on accommodation searches made between April and June for travel during July and August—peak summer vacation season for Europeans. Thailand has retained the number one position for the second consecutive year, with three Thai cities making the top five regional destinations: Bangkok at first place, Koh Samui climbing from fourth to third, and Pattaya at fifth.

Bali holds second place for the second year running, while Tokyo ranks fourth, continuing to attract European visitors. Indonesia rose from third to second overall, with Vietnam jumping from fifth to fourth, and Malaysia holding fifth place among the region's most popular destinations.

Travelers from Germany, France, and the Netherlands represent the top three nationalities searching for Thailand in summer—a pattern unchanged from last year—while Spain and Italy round out the top five.

Among the top 20 destinations, India showed the highest growth in European search interest at 14% year-over-year, followed by South Korea at 13% and Vietnam at 12%, reflecting growing European demand for diverse Asian itineraries beyond traditional hotspots.

Anong Rotkon, Agoda's Country Director for Thailand and Indochina, stated: "European travelers have made Thailand part of their annual travel routine, as evidenced by our consecutive number-one ranking and three Thai cities in the top five. This reflects sustained interest rather than a passing trend, and the simultaneous popularity of Bangkok, Koh Samui, and Pattaya shows that Thailand's appeal spans multiple experiences and attractions." She added that Agoda is pleased to help travelers discover Asia on their own terms, regardless of destination.