Thailand's Tourism Trends 2025 According to Agoda

Travel platform Agoda has released its latest information on inbound tourism trends in Thailand for the first half of 2025.

China, Malaysia and South Korea rank among the top three sources of international visitors, followed by Japan and Singapore.

These results coincide with the expansion of air links and the improvement of travel facilities as part of the "Amazing Thailand Grand Tourism and Sports Year 2025" campaign.

But behind these positive announcements, Chinese tourist arrivals are in sharp decline due to security concerns.

See: Thailand: Tourism collapses as Chinese visitors fall

Bangkok, Pattaya and Phuket remain the stars of tourism

A tourist drinks a drink in front of Wat Arun in Bangkok.

In terms of destinations, Bangkok , Pattaya and Phuket remain the most visited cities among these major markets.

Hat Yai is particularly emerging as a growing destination, especially for travelers from Malaysia and Singapore.

Its accessibility and affordable prices contribute to its growing appeal, earning it recognition as one of Asia's best-value cities for the second year in a row.

Varied travel behaviors according to nationalities

A group of Chinese tourists wearing ancient Chinese costumes (Hanfu) visit Wat Phra Sri Rattana Satsadaram, or the Temple of the Emerald Buddha, in Bangkok. Photo: Khaosod/Jadesarit Chayathadathanasakul

Agoda data also revealed distinct visitor behaviors across markets.

While China leads the way in terms of visitor volume, South Korean travelers recorded the longest average stays.

They are followed by tourists from Japan, Malaysia, Singapore and China .

Island destinations and quieter locations have attracted extended stays, with Koh Tao , known for its diving sites, Koh Phangan , which combines laid-back beaches with nightlife, and Pathum Thani , which offers a more local atmosphere close to Bangkok.

A profitable national strategy for tourism

Travelers at Suvarnabhumi International Airport in Bangkok.

Citing official figures from the Ministry of Tourism and Sports , Agoda reported that Thailand welcomed more than 16 million international visitors between January and June 2025, generating approximately 743.582 billion baht in tourism revenue.

This progress highlights the effectiveness of government measures to promote higher-quality tourism through the modernization of infrastructure, the simplification of visa procedures and targeted campaigns.

Agoda focuses on more flexible stays and local discoveries

Agoda advertising.

In the press release, Akaporn Rodkong, Country Director of Agoda , said:

“We are honored to be the platform of choice for travelers across Asia and proud to play a role in supporting tourism in Thailand.

At Agoda, we are committed to providing convenient and diverse accommodation options that help travelers explore both well-known destinations and hidden gems, making their trips easier and more memorable.

Agoda's portal, agoda.com , provides access to over 6 million properties, over 130,000 flight routes, and 300,000 activities with flexible options for micro-adventures or extended stays.

See also:

Thailand's tourism faces a difficult year: a change of strategy

Thailand: Subsidy to boost domestic tourism flops

Tourism plummets, industry declines: Thailand's economy slows

In search of the lost world in southern Thailand

Thailand is banking on Jurassic World: Renaissance to boost tourism

Source TAT News