Bangkok, Thailand — Thailand experienced a notable surge in interest from long–haul geos in 2024, as evidenced by recent data from Airbnb. With increased air connectivity, this upswing suggests a growing appetite among international travelers—particularly from regions such as Europe, North America, and Australia—to explore the Kingdom’s diverse offerings, from tropical islands and cultural heritage sites to wellness retreats and culinary experiences.
In 2024, Airbnb saw an almost 40 percent* year-on-year increase in nights booked in Thailand by long–haul travelers from top origin countries of Airbnb, highlighting Thailand’s enduring status as a premium destination amongst travelers around the world.
The top long–haul origin countries of Airbnb guests travelling to Thailand in 2024, were:*
- United States of America
- United Kingdom
- Germany
- France
- Canada
- Russian Federation
- Netherlands
- Switzerland
- Spain
- Sweden
Amongst the top 10 long–haul origin countries for nights booked in Thailand, France recorded the highest year-on-year growth with nights booked increasing by almost 70 percent in 2024.* Other notable growth was seen from Spain, Switzerland, the United Kingdom, and the United States of America, demonstrating strong demand across continents.
“We’re witnessing a clear shift in global travel preferences, guests from long–haul geos are increasingly choosing Thailand not just for a holiday, but for deeper cultural discovery, wellness, and meaningful connection,” said Amanpreet Bajaj, Country Head for India and Southeast Asia. “As more travelers seek out authentic experiences beyond the usual, we see a real opportunity to support the dispersal of tourism beyond traditional hotspots, bringing its economic benefits to more local communities.”
In line with the Tourism Authority of Thailand targeting high-value travellers from long–haul geos, in 2024 Airbnb recorded a more than 25 percent increase in long-term stays (28 nights or more) in Thailand among guests from top long–haul origin countries compared to the previous year**. This trend signals a growing preference for deeper cultural immersion and more meaningful travel experiences, with long–haul visitors contributing significantly to the local economy through extended stays and community engagement.
* Based on net nights booked in Thailand by Airbnb guests from top long–haul origin countries (i.e. countries outside of APAC) for check-ins between 1 January and 31 December in 2023 v 2024.
** Based on net nights booked in Thailand for stays of 28+ days by Airbnb guests from top long–haul origin countries outside of APAC between 1 January and 31 December in 2023 v 2024.