Agoda Reports 16 Million Visitors to Thailand in H1 2025, Reveals Emerging Travel Trends
Digital travel platform Agoda has released its latest insights on inbound travel to Thailand for the first half of 2025, highlighting steady growth from regional markets. China, Malaysia, and South Korea were the top three sources of international visitors, followed by Japan and Singapore. The findings align with Thailand’s expanded air connectivity and ongoing tourism initiatives under the Amazing Thailand Grand Tourism and Sports Year 2025 campaign.
At the destination level, Bangkok, Pattaya, and Phuket remained the most visited cities for these markets. Hat Yai gained attention as an emerging destination, especially among travellers from Malaysia and Singapore, thanks to its affordability and accessibility. The city has also been recognised as one of Asia’s more budget-friendly options for two consecutive years.
Agoda’s data also highlighted different visitor behaviours by country. Chinese travellers accounted for the highest volume of visitors, while South Korean tourists recorded the longest average stays, followed by visitors from Japan, Malaysia, Singapore, and China. Island destinations like Ko Tao and Ko Pha-ngan, as well as quieter areas such as Pathum Thani, attracted those seeking extended stays and unique local experiences.
Citing official figures from the Ministry of Tourism and Sports, Agoda noted that Thailand welcomed over 16 million international visitors between January and June 2025, contributing approximately 743.582 billion baht in tourism revenue. This reflects the ongoing impact of government initiatives focused on infrastructure improvements, streamlined visa processes, and quality tourism campaigns.
Akaporn Rodkong, Country Director at Agoda, stated: “We are pleased to support tourism in Thailand and to provide travellers with a wide range of accommodation options that make exploring both popular spots and lesser-known destinations more accessible.”
Through its platform, Agoda offers access to over 6 million properties, more than 130,000 flight routes, and 300,000 activities, catering to both short getaways and extended holidays.
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