International travelers flock to Thailand, with Hatyai leading as the most affordable tourist destination
Agoda, a leading digital travel platform, has unveiled the current trends and popular destinations for tourists in Thailand, particularly from China, Malaysia, and South Korea, based on its latest travel data for the first half of 2025.
## Popular Destinations
Thailand's most visited cities continue to be Bangkok, Pattaya, and Phuket, attracting travelers from all leading markets. However, Hat Yai has emerged as a rising destination, particularly favoured by tourists from Malaysia and Singapore, due to its affordability. Island escapes like Ko Tao, known for diving, and Ko Pha Ngan, famous for its laid-back beach life and party scenes, are preferred for extended stays.
## Travel Trends by Country
China leads in terms of visitor numbers, but tourists from China tend to have shorter stays compared to other markets. Malaysian travelers often visit Hat Yai for its affordability. They also prefer longer stays in cities like Bangkok and Pattaya. South Korean visitors lead in average length of stay, often choosing island destinations for extended vacations.
## General Trends
Thailand's expanded air routes have facilitated increased travel from major markets like China, Malaysia, and South Korea. The duration of stay varies among markets, with South Korea leading, followed by Japan, Malaysia, Singapore, and then China. This trend highlights how different markets prioritize different types of experiences.
## Other Notable Findings
Pathum Thani, in central Thailand, is favoured by South Korean tourists for its serene atmosphere and local lifestyle near the capital. Hatyai ranks in the top 3 most budget-friendly destinations in Asia for two consecutive years. Koh Phangan is popular among Malaysian tourists for its blend of peaceful natural surroundings and renowned party scenes. Koh Tao is favoured by visitors from China, Japan, and Singapore for its world-class diving sites.
Thailand saw 16 million foreign visitors between January and June 2025, generating approximately 743.58 billion baht in revenue. Bangkok's Deputy Governor is addressing issues related to emissions from the On Nut waste plant, and the city has joined a nationwide drug crackdown called "No Drugs No Dealers".
The Culture Minister vowed to rebuild Buddhist faith after scandals, and the BMA is nurturing young Go masters, with 753 students participating in the 'Chang Noi Games'. Japan experienced 19 earthquakes in one day, prompting a red weather alert.
Akaporn Rodkong, Country Head for Thailand at Agoda, expressed pride in being a trusted platform for travelers across Asia. Agoda supports tourism in Thailand by offering a variety of accommodation options to make travel easier and enjoyable.
In conclusion, Thailand's tourism industry is experiencing growth, with a variety of destinations and experiences catering to different preferences and travel styles across these key markets.
- Agoda, a digital travel platform, has revealed that Thailand remains a preferred destination, with Bangkok, Pattaya, and Phuket being the most popular cities, while Hat Yai is gaining popularity, especially among Malaysian and Singaporean tourists.
- Chinese tourists lead in visitor numbers but tend to have shorter stays compared to other markets, such as Malaysian and South Korean visitors, who prefer extended stays in cities and island destinations.
- South Korea stands out for having the longest average length of stay, often choosing island escapes like Ko Pha Ngan and Ko Tao for extended vacations.
- Thailand's expanded air routes have boosted travel from key markets, with Pathum Thani becoming a preferred destination for South Korean tourists, and Hatyai ranking as one of the most budget-friendly destinations in Asia.
- The tourism industry in Thailand is witnessing growth with a variety of destinations catering to different preferences and travel styles, with Koh Tao being favored by Chinese, Japanese, and Singaporean tourists for its world-class diving sites, while Koh Phangan is popular among Malaysian tourists for its blend of peaceful natural surroundings and party scenes.
