Tuesday, July 29, 2025
Thailand, China, Malaysia, South Korea, Japan, and Singapore are poised to lead the charge in Southeast Asia’s tourism boom in 2025, as these nations continue to fuel the region’s unparalleled growth. With rising visitor numbers, expanded flight routes, and robust government initiatives, these countries are not only driving tourism to Thailand but are also transforming Southeast Asia into one of the world’s most sought-after travel hubs. From Thailand’s diverse attractions to the strong outbound travel from China, Malaysia, South Korea, Japan, and Singapore, these markets are setting the stage for an exciting future in tourism.
BANGKOK, July 29, 2025 /PRNewswire/ — A leading digital travel platform has unveiled new insights into the tourism trends shaping Thailand’s travel industry during the first half of 2025. Analysis based on booking patterns reveals that travelers from China, Malaysia, and South Korea continue to dominate the inbound market to Thailand, with Japan and Singapore not far behind. These five countries make up the majority of foreign tourists visiting the country, underscoring their importance to Thailand’s tourism sector.
Thailand’s most popular cities among these markets remain unchanged, with Bangkok, Pattaya, and Phuket continuing to lead the pack. These urban destinations offer a range of experiences for travelers, from bustling city streets and cultural landmarks in Bangkok to beach resorts and lively nightlife in Pattaya and Phuket. However, an unexpected city has begun to capture the attention of international visitors—Hat Yai. This southern city in Thailand has seen a rise in popularity, particularly among visitors from Malaysia and Singapore, due to its status as one of the most budget-friendly spots in the country.
Hat Yai has earned recognition for two consecutive years as Thailand’s cheapest destination, ranking among the top three most affordable spots in all of Asia. Its affordability, coupled with a laid-back atmosphere and a growing array of tourist-friendly amenities, has made it an attractive alternative to more well-known locations in Thailand. The city’s charm lies in its ability to offer a mix of urban adventure, cultural exploration, and coastal leisure, making it an ideal destination for a variety of travelers. Whether visitors are looking for vibrant city life, beautiful beaches, or cultural immersion, Hat Yai has emerged as a destination that provides it all at a fraction of the cost of other popular Thai cities.
Despite the high volume of visitors from China, the country’s tourists do not stay the longest. While China remains the leading market in terms of total visitor numbers, South Korea consistently leads the pack for the longest average stays. Japan, Malaysia, Singapore, and China round out the list of countries where travelers tend to stay the longest. This data suggests that, although China sends the highest number of tourists to Thailand, other countries’ travelers are more likely to spend extended periods exploring the country.
The longer stays observed among South Korean, Japanese, and Malaysian visitors highlight a growing trend of travelers seeking more in-depth experiences. Many prefer to explore beyond the usual tourist hotspots and enjoy more leisurely visits. For instance, island destinations like Ko Tao, renowned for its world-class diving, and Ko Pha Ngan, which blends relaxed beach vibes with its famous party scenes, have become favorite spots for extended stays. These islands offer the perfect mix of adventure and relaxation, attracting visitors who are keen to immerse themselves in local culture, nature, and leisure.
On the mainland, inland destinations like Pathum Thani have gained attention as well. Known for its quieter, more authentic vibe, Pathum Thani is located just outside Bangkok, offering travelers a chance to experience a more local and peaceful side of Thai life. Its proximity to the capital makes it an attractive destination for visitors who want to escape the hustle and bustle of the city while still being close enough to explore its many attractions.
This growing trend of longer stays and more diverse travel experiences is reflected in official data from Thailand’s Ministry of Tourism and Sports. Between January and June 2025, Thailand attracted more than 16 million international visitors, contributing an estimated 743.5 million baht to the nation’s tourism revenue. These numbers reflect a strong recovery for the Thai tourism industry, especially as travelers begin to explore destinations beyond the usual hotspots. With the support of government-led initiatives like the Amazing Thailand Grand Tourism and Sports Year 2025, alongside streamlined travel procedures and expanded flight capacities, Thailand is cementing its reputation as a top-tier global destination.
While inbound tourism is thriving, Thailand’s outbound travel market is also seeing growth. Thai travelers heading abroad have shown a clear preference for destinations like Tokyo, Osaka, Hong Kong, Taipei, and Seoul during the first half of 2025. These cities have become favorites for those seeking a mix of culture, entertainment, and shopping, with easy access from Thailand. As more people travel beyond Thailand’s borders, it’s clear that neighboring countries and regional hubs continue to be the most popular international destinations for Thai holidaymakers.
Thailand’s ongoing appeal as a travel destination stems from its diverse range of attractions and activities. From pristine beaches and islands to vibrant cities and cultural landmarks, the country offers something for every type of traveler. Agoda’s extensive selection of over 6 million holiday properties, more than 130,000 flight routes, and over 300,000 activities means that travelers have virtually endless options to plan their vacations. Whether visitors are looking for luxury accommodations or budget-friendly stays, the platform ensures they can find the best deals and experiences to suit their preferences.
The platform’s mobile app provides a convenient and user-friendly interface for booking travel and accommodations. It has become an indispensable tool for travelers looking to find unbeatable deals, plan spontaneous getaways, or book a relaxing vacation in advance. By offering everything from flights to activities to accommodations, the app enables travelers to easily organize every aspect of their trip in one place, helping them make the most of their time and budget.
Thailand, China, Malaysia, South Korea, Japan, and Singapore are driving Southeast Asia’s unprecedented tourism growth in 2025, fueled by rising visitor numbers, expanded flight options, and strong government support. These markets are shaping the region’s future as a top global travel destination.
Looking ahead, Thailand’s tourism industry is well-positioned to continue its growth, with a clear focus on attracting visitors from key markets while also nurturing local tourism trends. With the government’s support and ongoing initiatives, combined with the country’s diverse offerings and strategic positioning within Asia, Thailand will remain a central hub for travelers from around the world. Whether it’s for quick escapes or longer vacations, Thailand is certain to remain a top destination, captivating the interest and affection of global travelers for many years ahead.
