Thailand Remains Asia’s Top Summer Destination for European Travelers

Demand Surges for Southeast Asian Getaways as Visa Restrictions Ease

European holidaymakers are once again setting their sights on Thailand this summer, making it the most sought-after Asian destination for the second year running. New data reveals a growing appetite for diverse experiences across the continent, with Malaysia and Vietnam gaining significant traction.

Rising Popularity in Southeast Asia

According to a recent report by digital travel platform Agoda, Thailand leads the pack, followed by Indonesia, Japan, and Malaysia. Vietnam has broken into the top five most searched destinations. Malaysia experienced the largest increase in interest, with a 20% surge in searches compared to last year. China also saw a notable 14% rise, likely spurred by the introduction of visa waivers for several European countries.

Asia’s allure as a summer escape for European travelers remains undeniable, with Thailand, Indonesia and Japan holding their spots as perennial favorites. What’s even more exciting is the rising interest in destinations like Malaysia, China, Sri Lanka and Vietnam. This shift highlights a growing curiosity among European travelers to explore Asia’s diverse cultures, stunning landscapes, and hidden gems during their summer adventures.

—Andrew Smith, Senior Vice President, Supply, at Agoda

The trend aligns with a broader increase in international travel. The World Tourism Organization reports a 9% increase in international tourist arrivals in the first quarter of 2025 compared to the same period last year, signaling a strong recovery in the global travel sector. (UNWTO)

Origin Markets and Trending Destinations

The United Kingdom, France, Germany, Spain, and the Netherlands continue to be the primary European source markets for travel to Asia. However, Greece (+23%), Turkey (+21%), and Poland (+17%) are emerging as rapidly growing origin countries, demonstrating expanding interest in Asian destinations. Sri Lanka experienced a 13% uptick in searches.

Destination Hotspots

Bali in Indonesia and Bangkok and Koh Samui in Thailand are currently the most popular destinations. Koh Samui has recently overtaken Tokyo in popularity, potentially influenced by the visibility gained from HBO’s ‘The White Lotus’ series, which showcased the island’s beauty.

Smith added, Being the Asia Expert, Agoda is proud to offer great deals for travel to Europe’s favorite Asian destinations and beyond. Agoda offers over five million holiday properties, 130,000 flight routes, and 300,000 activities, aiming to provide seamless and affordable travel planning.