This trend reflects a shift towards slower, more meaningful travel, with guests choosing to stay longer, explore new corners of the country, and experience local culture more deeply.
“Thailand’s timeless appeal lies in its balance of vibrant cities, serene beaches, rich culture, and genuine hospitality, qualities that continue to inspire travelers from around the world,” said Amanpreet Bajaj, Airbnb’s Country Head for Southeast Asia, and India. “We’re seeing guests extend their stays and explore beyond the usual tourist trails, discovering emerging gems like Koh Chang and Nonthaburi. This growth not only reflects evolving traveler preferences but also reinforces Airbnb’s role in promoting more sustainable and dispersed tourism across Thailand.”
European markets powering Thailand’s growth
The United States was the top market for international Airbnb visitors to Thailand in H1 2025, with a strong growth also recorded from European countries. France, Germany and the UK lead the surge, recording double-digit growth in H1 2025 when compared to the same period last year. Meanwhile, in APAC, Australia continues to drive regional momentum. The top international origin countries for Airbnb guests traveling to Thailand in H1 2025 were:
- United States
- United Kingdom
- Germany
- France
- China
- South Korea
- Australia
- Canada
- Singapore
Lesser known and coastal destinations on the rise
While Bangkok, Chiang Mai, and Phuket remain perennial favorites for international travelers, lesser known and coastal cities are increasingly making it onto travelers’ destinations of choice. Koh Chang saw the most notable increase, with international bookings rising over 70 percent in H1 2025. Nonthaburi, Hua Hin and Cha-am also recorded a notable growth as travelers sought quieter, more local experiences.
Screen tourism sparks travel inspiration
Few things spark wanderlust quite like seeing a destination on screen. From sweeping beaches to dramatic cliffs, Thailand’s landscapes have captured the spotlight worldwide, and travelers are now chasing that same magic in real life. Bookings in Samui and Krabi by international guests grew by around 30 percent respectively in H1 2025, as travelers sought to experience the same backdrops they’ve seen on screen.