Thailand continues to reign as Southeast Asia’s tourism darling in 2025, and fresh insights from Agoda give us a closer look at who’s visiting, where they’re going, and what’s trending.
According to Agoda’s latest data on inbound travel during the first half of 2025, travelers from China, Malaysia, and South Korea lead the way. Japan and Singapore round out the top five international markets, showing strong regional interest in the Land of Smiles.
So what’s fueling the momentum?
Much of the buzz can be credited to Thailand’s expanding air connectivity and renewed efforts under the Amazing Thailand Grand Tourism and Sports Year 2025 campaign. With easier access, upgraded infrastructure, and simplified visa processes, the country is more welcoming than ever.
Where Are Tourists Heading?
It’s no surprise that Bangkok, Pattaya, and Phuket remain the most visited destinations. These cities continue to offer the perfect blend of cultural landmarks, nightlife, shopping, and coastal charm.
But if you’re looking for what’s new, keep an eye on Hat Yai.
Tucked away in southern Thailand near the Malaysian border, Hat Yai is quickly gaining traction, especially among Malaysian and Singaporean tourists. The draw? Affordable prices, accessible travel, and authentic southern Thai experiences. Agoda even ranks it among the most budget-friendly cities in Asia for the second year running.
Travel Habits by Country
Interestingly, while Chinese travelers led in volume, South Korean visitors clocked in the longest stays on average. Tourists from Japan, Malaysia, Singapore, and China followed closely behind.
And it’s not just about city breaks. More travelers are venturing off the beaten path for longer getaways. Island destinations like Ko Tao (a diver’s paradise), Ko Pha-ngan (beach bliss meets vibrant nightlife), and Pathum Thani (a quieter alternative near Bangkok) are all seeing a boost from travelers looking for something more than the usual.
Thailand Welcomes 16 Million Visitors – And Counting
Official figures from Thailand’s Ministry of Tourism and Sports show that over 16 million international visitors entered the country between January and June 2025. That translates to nearly 744 billion baht in tourism revenue, a strong signal of the industry’s bounce-back and the effectiveness of Thailand’s quality tourism strategies.
From infrastructure investments to digital booking ease, travelers now enjoy smoother experiences all around.
Powering Seamless Travel Across Thailand
Agoda’s Country Director, Akaporn Rodkong, says it best:
“We’re proud to support Thailand’s tourism growth by helping travelers discover both famous destinations and hidden gems.”
Agoda’s platform gives users access to over 6 million properties, 130,000+ flight routes, and 300,000 activities—whether you’re planning a quick weekend escape or a long-term stay.
Why It Matters to Expats and Travelers in Asia
For expats living in Thailand or nearby countries like Malaysia, Singapore, or South Korea, these trends reflect a growing ecosystem of travel that is more connected, more affordable, and more diverse than ever.
Whether you’re visiting family, working remotely, or just itching to explore, Thailand remains a reliable go-to—with new surprises around every corner.
Explore Agoda’s travel deals and hidden gems at www.agoda.com