BANGKOK – Thailand has retained its position as the most searched Asian destination among European travelers for the second consecutive summer, according to Agoda’s latest “Europe to Asia Summer Travel Trends” report.
The digital travel platform’s data, based on accommodation searches for July and August 2025, also shows Indonesia, Japan, Malaysia, and Vietnam rounding out the top five.
Malaysia recorded the most significant surge in interest, with search volumes up 20% year-on-year.
China followed with a 14% increase, buoyed by expanded visa waivers for several European markets. Sri Lanka also saw a 13% rise in travel interest.
The United Kingdom, France, Germany, Spain, and the Netherlands remained the top five European source markets for travel to Asia.
However, Greece, Turkey, and Poland showed notable growth, with respective increases of 23%, 21%, and 17%, highlighting an expanding interest in Asian destinations beyond traditional markets.
Among specific destinations, Bali continues to dominate as the most searched city, followed by Bangkok and Koh Samui.
Notably, Koh Samui moved into the top three, replacing Tokyo, potentially driven by renewed interest following its feature in the HBO series The White Lotus.
The report underscores the enduring appeal of Asia’s cultural richness, tropical landscapes, and growing array of travel experiences for European tourists.
Agoda, which offers more than five million properties and extensive booking options for flights and activities, continues to position itself as a key platform for affordable and comprehensive travel planning across Asia.
Business News Asia