A standout in this year’s ranking is China, which climbed from seventh place in 2025 to third in 2026, recording a 38% year-on-year growth in searches on the platform. Together, the top five reflect a diverse and growing mix of markets drawn to Thailand from across Asia.

Agoda’s insights also point to several other markets maintaining strong interest in Thailand, with Singapore, Hong Kong, Taiwan, and Indonesia all featuring in the top nine. The search patterns reveal that Thailand’s appeal is not concentrated in one corner of Asia: it spans Northeast Asia, Southeast Asia, and South Asia alike, making it one of the most consistently sought-after destinations in the region.

When it comes to where travellers are heading, Bangkok, Pattaya, and Phuket remain the top three destinations on Agoda’s platform based on accommodation searches, a reflection of their enduring appeal across visitor profiles. Chiang Mai holds fourth place, with searches pointing to sustained interest in Thailand’s north, while Hua Hin/Cha-am rounds out the top five as a favourite for those seeking a quieter coastal escape within easy reach of Bangkok.

Beyond the top five, the ranking reveals that travellers are increasingly looking beyond the historically popular. Destinations like Khao Yai, Kanchanaburi, and Nakhon Nayok feature among the top twenty, suggesting a growing appetite for inland and nature-focused travel. Meanwhile, island destinations including Krabi, Koh Samui, Ko Samet, and Ko Tao continue to hold strong, showing that Thailand’s coastal appeal remains as compelling as ever. Taken together, the spread of the top twenty paints a picture of a destination that offers something for every type of traveller.

Akaporn Rodkong, Country Director, Thailand and Indochina at Agoda, shared “The trends we are seeing in the first half of 2026 reinforces what we have long believed about Thailand’s position in the region. That diversity is a sign of a maturing destination, and it reflects the role Agoda plays in helping travellers discover more of what Thailand has to offer, beyond the well-known names. We remain committed to supporting Thailand’s growth as a travel destination and to being the platform that helps people to see the world for less.”

The limited-time offer invites guests to indulge in a unique experience, blending the serene beauty of Andaz Bali with the fun and charm of KAKAO FRIENDS. The Garden Pool Villas will be designed with distinctive elements of KAKAO FRIENDS, with special in-room amenities such as KAKAO FRIENDS plushies, pool floaties and bathrobes. Guests will enjoy not only the private comfort and luxury of the lush gardens but also an interactive adventure as they search for KAKAO FRIENDS characters throughout the resort.

The “KAKAO FRIENDS IN BALI” room package includes:

• Daily breakfast at Village Square to start your mornings off right
• Personalised butler service
• Complimentary minibar and hand-selected welcome amenities
• VIP airport transfer arrival with seamless in‑villa check‑in
• Resort credit for spa or dining per stay to splurge
• One-time rejuvenating spa journey for two at Shankha Spa, featuring a 60‑minute full‑body massage followed by your choice of a 30‑minute body scrub, facial, or hair treatment

This collaboration experience is perfect for couples, families and KAKAO FRIENDS enthusiasts seeking an unforgettable escape where relaxation and adventure meet.

More Than an All-Inclusive Stay

Unlike traditional all-inclusive resorts, Renaissance Phuket Resort & Spa encourages guests to explore the destination through local flavors, cultural discoveries, and signature experiences inspired by Phuket.

Guests can enjoy dining across the resort’s restaurants and bars, from authentic Southern Thai cuisine at Takieng and beachfront dining at Sand Box Beachfront Bar & Eatery to locally inspired breakfasts at Loca Vore, handcrafted coffee at Doppio, and cocktails at The Lounge. The experience will soon expand with Yunami, a new coastal izakaya inspired by seaside Japan, opening in late July.

Discover Phuket Beyond the Beach

Guests can discover Phuket through local markets, Thai cooking experiences, cultural landmarks, and charming neighborhoods. Through the resort’s Navigator program and Good Travel with Marriott Bonvoy, including Market-to-Table experiences, guests can connect more deeply with the destination, local communities, and Phuket’s culinary heritage.

Wellness, Family Time and Relaxation

Whether enjoying Quan Spa, daily wellness activities, cycling around the destination, or creating memories with Kids Yoga, fish feeding, arts and crafts, and the signature Marshmallow BBQ, every stay is designed to bring families, couples, and friends closer together.

Everything Included. Nothing Ordinary.

The Ultimate All-Inclusive Package includes a daily buffet breakfast, unlimited lunch and dinner, and unlimited beverages across the resort’s six restaurants and bars. Guests also enjoy full access to the resort’s facilities, including the beachfront swimming pool, Mai Khao Beach, Discovery Hour, a 24-hour fitness centre, and a variety of daily activities for both adults and children.

SOURCE Renaissance Phuket Resort & Spa

Beginning in 2027, Adventures by Disney is expanding its portfolio of guided land adventures in Europe and Asia with the debut of captivating itineraries to Thailand and Croatia & Slovenia, along with a reimagined Italy: Sicily & Amalfi Coast itinerary that adds new activities including visits to multiple UNESCO World Heritage Sites and hands-on activities ranging from pasta making to limoncello tastings.

Designed to immerse guests into the heart of each destination, these new adventures invite guests to connect with local traditions, explore iconic landmarks and take part in hands‑on experiences, all brought to life through Disney’s signature storytelling, insight and level of service.

Each departure is led by Adventure Guides who help ensure every detail is seamless – from transportation and accommodations to exclusive experiences – allowing guests to fully focus on making unforgettable memories together. Young travellers, known as “Junior Adventurers”, will also have unique activities designed just for them, making each adventure incredibly meaningful for every member of the family.

Thailand

Over 10 days, guests on the brand-new Thailand itinerary will travel through a tapestry of ancient temples, vibrant cities and tranquil landscapes, discovering the country’s rich history, spiritual traditions and world‑renowned cuisine through cultural encounters and immersive experiences that invite exploration beyond the expected.

Highlights include:

• Exploring the Grand Palace in Bangkok and the ancient ruins of Ayutthaya, a UNESCO World Heritage Site that once served as the heart of the Kingdom of Siam.

• Navigating Bangkok’s historic canals by private klong boat, offering a glimpse into daily life along the waterways.

• Travelling to Chiang Mai for hands-on cooking and tea garden experiences and learning about Thai culinary traditions.

• Cruising through the hidden lagoons and towering limestone formations within the world-famous Phang Nga Bay.

• Spotting Asian elephants from a canopy walk at an elephant sanctuary in Phuket while learning about their conservation and animal care.

Croatia & Slovenia

This brand-new, eight-day itinerary explores storybook towns, dramatic coastlines and crystal‑clear waters. Together, Croatia and Slovenia offer guests a view of Central Europe where they can savour local flavours, uncover centuries of history and experience the natural beauty of these two neighbouring countries with charming villages and awe‑inspiring natural wonders.

Highlights include:

• Travelling through time during a guided tour of Ljubljana Castle, featuring costumed performers who bring Slovenia’s past to life.

• Gliding across Lake Bled aboard a traditional pletna boat to visit the island church that has drawn pilgrims for generations.

• Hiking to Velika Planina, a protected alpine settlement where herdsmen have raised cattle for centuries.

• Cruising the turquoise waters of the Adriatic to explore the Elaphiti Islands, with opportunities to swim and relax on sandy beaches.

• Kayaking along the ancient walls of Dubrovnik before crossing to Lokrum Island, a natural retreat rich with legends and local lore.

Italy: Sicily & Amalfi Coast (Reimagined)

A reimagined itinerary builds on a guest‑favourite by introducing new highlights and additional experiences while staying true to what made it special in the first place. This reimagined Italy: Sicily & Amalfi Coast itinerary is an eight-day adventure that takes guests into a seamless journey through southern Italy, pairing Sicily’s layered history and artistic traditions with the postcard‑perfect villages and coastal beauty of the Amalfi Coast. From hands‑on culinary experiences to explorations of ancient ruins and vibrant seaside towns, this updated itinerary offers even more opportunities to slow down, savor the moment and experience la dolce vita.

Highlights include:

• Exploring Mount Etna, Europe’s highest and most active volcano, with guided excursions through lava fields and lava tubes.

• Visiting the ancient Greek Theater of Teatro Greco, offering sweeping views of the Ionian Sea and Mount Etna.

• Experiencing Sicily’s artistic heritage through a private puppet show and hands-on puppetry workshop in a Sicilian puppet theatre, recognised by UNESCO on their Cultural Intangible Heritage List.

• Discovering the preserved Roman town and UNESCO World Heritage Site of Herculaneum, which was originally lost to time in the eruption of Mount Vesuvius.

• Participating in hands-on cultural experiences, including pasta making in Gragnano, Italy’s pasta capital and a ceramics workshop in Vietri sul Mare.

The demand for more adaptable hospitality is a defining feature of the current travel landscape. According to the Expedia Group Unpack ’26 report, travellers are increasingly moving away from rigid itineraries in favour of ‘Hotel Hopping’ and intentional, experience-led stays that offer greater value and flexibility. Across the Asia-Pacific region, this shift has turned time into a top-tier luxury. As travellers seek higher-value escapes that reflect their personal passions, the ability to customise stay durations has become a critical factor in holiday satisfaction, allowing for more relaxed arrivals, unhurried meals and meaningful time together that isn’t dictated by a standard 2:00 PM check-in.

Responding to this shift, Le Méridien Phuket Mai Khao Beach Resort has amplified its luxury philosophy with its signature 25-hour stay experience, which allows guests to check in at a time that suits their schedule and enjoy a full, flexible experience from arrival.

“In the current travel climate, time is the new luxury, especially for families balancing busy schedules,” said Jirarat Ninpradub, General Manager of Le Méridien Phuket Mai Khao Beach Resort. “We designed the 25-hour stay experience to return control to our guests, removing the anxiety of the ticking clock that often accompanies traditional hotel stays. By offering this flexibility, we ensure that our guests can settle in at their own pace and fully immerse themselves in the Mai Khao lifestyle without feeling rushed.”

Located on the quiet shores of Mai Khao, the resort supports a slower pace of travel through family-friendly room configurations, expansive open spaces and curated on-site experiences. This approach allows guests to enjoy a seamless and self-contained stay without the pressure of fixed hotel schedules. The 25-hour stay is available until 30 June 2026.

The insights are based on accommodation searches on Agoda from 1 January to 30 April 2026 for stays between 19 June and 24 August 2026, which aligns with the school summer break for students in Thailand’s international school system. Tokyo, Singapore and Osaka topped the list as the most searched destinations, offering a strong mix of family entertainment, educational experiences and peace of mind for parents. These trips aren’t just about fun; they’re also a chance for kids to learn through real-world experiences, while parents enjoy a holiday that works for every age group.

The findings were based on accommodation searches including at least one child, highlighting how families are increasingly choosing trips that balance entertainment, convenience and activities for every age group. The data also showed that these destinations were among the most searched in 2025, pointing to their continued popularity with Thai family travellers. Hong Kong, however, saw a slight drop in search interest this year.

Leading the rankings once again in first position, Tokyo continues to appeal to Thai families with its balance of entertainment, culture and convenience. Attractions such as Tokyo Disneyland and Tokyo DisneySea remain major highlights for families traveling with children, while the city’s efficient public transportation, diverse food scene, shopping districts and cultural landmarks make it equally enjoyable for multi-generational travel, including elderly family members.

Singapore also maintained its position as one of the top three outbound summer destinations for Thai travellers. Known for its seamless transportation system, safety and family-friendly environment, the city offers a wide range of attractions. Universal Studios Singapore and the S.E.A. Aquarium further enhance its appeal as a well-rounded destination for family travel. Meanwhile, senior travellers are attracted to the city’s accessibility, culinary experiences, green spaces and relaxed urban lifestyle.

Osaka remained among the top-ranked destinations, driven by its reputation as a city known for world-class theme parks, entertainment districts and a wide variety of attractions. Beyond its entertainment appeal, Osaka offers a diverse range of attractions including the world-renowned Osaka Aquarium Kaiyukan, along with convenient transportation, renowned local cuisine, and easy access to nearby cultural destinations such as Kyoto and Nara. The combination of modern attractions and traditional experiences continues to make the city highly appealing for family groups travelling across generations.

Destinations that combine diverse entertainment offerings such as theme parks, aquariums, and immersive interactive experiences continue to strongly appeal to Thai travellers. These destinations deliver a comprehensive holiday experience, fostering learning opportunities for children while encouraging meaningful family bonding through engaging, family-friendly activities in a single trip.

Akaporn Rodkong, Country Director, Thailand and Indochina at Agoda shared, “Family travel continues to be a key driver during the summer holiday season, especially among Thai families planning trips around their children’s school break. Destinations like Tokyo, Osaka and Singapore remain highly appealing because they combine world-class theme parks with convenient travel access, diverse attractions, and experiences that cater to both children and adults. At Agoda, we are committed to helping people see the world for less, making these kinds of memorable family journeys more accessible to everyone.”

TAT Governor Ms. Thapanee Kiatphaibool, together with TAT Deputy Governor for Marketing Communications Mr. Nithee Seeprae, led TAT executives in talks with Agoda Chief Executive Officer Mr. Omri Morgenshtern, Chief Commercial Officer Mr. Damien Pfirsch, SVP Supply Mr. Andrew Smith, and Agoda executives at Agoda’s new office in One Bangkok.

The collaboration combines Agoda’s travel insights and digital expertise with TAT’s destination marketing capabilities to support demand generation from international markets while encouraging domestic travel across Thailand.

Areas of collaboration include promoting Thailand’s unique tourism offerings, highlighting emerging trends such as wellness tourism, and encouraging travel to lesser-known destinations. The partnership will also support broader industry development through encouraging more sustainable practices and capacity-building initiatives under the ongoing Trusted Thailand collaboration.

Ms. Thapanee Kiatphaibool, TAT Governor, said, “TAT’s cooperation with Agoda connects tourism strategy with platform economy tools, travel intelligence, and global digital reach. By using market insights responsibly, TAT can develop targeted campaigns that present Thailand’s cultural heritage, diverse experiences, and trusted standards while supporting domestic travel, emerging destinations, and long-term value for Thai tourism businesses.”

Mr. Omri Morgenshtern, Chief Executive Officer of Agoda, said: “We see many opportunities to work together on TAT’s priorities, from highlighting wellness travel as the new luxury to amplifying communications around travel safety. Our joint efforts will promote Thailand’s rich and trusted offerings to travelers around the globe.”

Founded in Phuket more than two decades ago, Agoda maintains strong ties to Thailand and continues to support the country’s tourism sector through its global digital travel platform, which offers access to more than six million accommodation properties, 130,000 flight routes, and 300,000 travel activities worldwide.

SOURCE TAT Newsroom

The Tourism Authority of Thailand (TAT) is hosting Thailand Travel Mart Plus (TTM+) 2026 from 10 to 12 June at the NICE Pattaya Convention and Exhibition Center in Chon Buri, under the theme “Amazing Thailand: Healing is the New Luxury”. This year highlights quality tourism, wellness-led travel and regional tourism development, with the Eastern region presented as a showcase for “Travel with Care”, Thai wellness and coastal sustainability.

Mr. Surasak Phancharoenworakul, Minister of Tourism and Sports, said, “TTM+ 2026 reflects the Thai Government’s commitment to tourism as a key driver of national growth. The event connects Thai tourism businesses with high-potential buyers, media and partners from around the world, while strengthening ASEAN connectivity and wider regional cooperation. It also creates opportunities for business, innovation and partnerships that strengthen the tourism industry, generate economic value and distribute benefits to local communities.”

Now in its 23rd edition since launching in 2001, TTM+ remains Thailand’s largest travel trade event and TAT’s annual platform linking Thai suppliers with international markets. The 2026 edition welcomes 429 high-quality international buyers, 428 Thai sellers and over 100 international media representatives, with more than 15,400 business appointments expected.

Ms. Thapanee Kiatphaibool, TAT Governor, said, “TTM+ 2026 enables TAT to bring Amazing Thailand: Healing is the New Luxury into a global trade setting, showing how Thai tourism can meet demand for wellness, meaningful experiences and responsible travel. The event reflects our commitment to sustainable growth through the BCG model, Zero Waste to Landfills and Zero Food Waste, while creating the connections and shared commitment needed to move Thai tourism forward with quality, responsibility and confidence.”

The 10 June programme began with seven pre-tour routes in Chon Buri, showcasing the province’s strengths. Afternoon sessions include the Thailand Tourism Update, a TTM Talk under the theme “Thailand: Your Source of Healing Vitamins”, and business appointments, the opening ceremony brought the 5R approach — Retreats, Rituals, Reels, Rhythms and Relations — to life through cuisine, immersive art, cultural performances, music and networking by the sea.

Across the three days, the Thailand Pavilion presents wellness routes from Thailand’s five regions through sensory and experiential activities designed to translate “Amazing Thailand: Healing is the New Luxury” into market-ready products. Sight, taste, scent, sound and touch are used to highlight regional identities, from Thai fruits and one-bite gastronomy to herbal aromas, soundscapes and interactive demonstrations.

The pavilion also highlights region-specific wellness experiences including herbal relaxation from the North, traditional body balance from the Central region, salt and herbal therapies from the Northeast, aromatherapy from the East and sea-and-salt therapy from the South. Gastronomy wellness is presented through local ingredients in contemporary one-bite formats, while Tomorrowland Thailand 2026 is promoted to support event-led tourism, boost spending, extend night-time tourism activity and create new business opportunities for travel related sectors.

The Product Showcase presents sustainable tourism under “Travel with Care”, linking Nature Care, Self Care and Culture Care to the Eastern region. The area features five zones: recycled sea turtle installation, coastal relaxation experiences, Thai wellness traditions, regenerative marine initiatives and TAT Certified, presenting CF Hotels, STGs STAR, the Thailand Tourism Awards and Trusted Thailand as standards that support responsible, transparent and quality tourism.

Sustainability is embedded across TTM+ 2026, building on last year’s carbon-neutral approach. TAT is reducing printed badges, carbon tracking with the Provincial Electricity Authority, waste separation, recycling, surplus food donation and the reuse or donation of event materials, supporting Thailand’s move towards responsible event management and Net Zero Tourism.

Post-event tours will take buyers and media across five regional routes covering Rayong–Chanthaburi, Prachin Buri–Nakhon Ratchasima, Nakhon Pathom–Kanchanaburi, Chiang Rai and Surat Thani–Nakhon Si Thammarat. These routes are designed to extend business opportunities beyond the trade floor, support new saleable itineraries and disperse tourism income nationwide.

The next edition of TTM+ will be held in Khon Kaen in 2027.

This growing interest in wellness travel reflects a broader desire for journeys that nurture both mental and physical well-being. Whether it’s the calming embrace of lush forests, the tranquility of pristine beaches, or the invigorating air of mountain retreats, travelers are looking for places where they can truly unwind and reconnect with nature.

Labuan Bajo, Indonesia, is emerging as a gateway to the UNESCO World Heritage site of Komodo National Park. Known for its unique landscape and the iconic Komodo dragons, Labuan Bajo is attracting attention with its pristine beaches and lush surroundings. The town offers a blend of luxury accommodations and local hospitality, making it a must-visit for nature enthusiasts seeking both adventure and relaxation.

Naoshima, Japan, often referred to as the “museum island,” is gaining popularity for its integration of contemporary art and natural beauty. Visitors can explore art installations set against the backdrop of serene coastal landscapes, offering a peaceful retreat for those seeking a blend of creativity and tranquility. Naoshima’s commitment to art and culture makes it a unique destination for rejuvenation.

Chiang Dao, Thailand, offers a serene escape with its lush mountains and tranquil caves. Known for its natural beauty and outdoor activities, Chiang Dao is perfect for travelers seeking adventure and relaxation. The area’s rich biodiversity and cultural heritage provide a unique backdrop for those looking to connect with nature and experience the therapeutic benefits of the great outdoors.

Udaipur, India, known as the “city of lakes”, is experiencing a revival with new luxury hotels and cultural attractions. The city’s opulent palaces and serene lakes provide a picturesque setting for travelers seeking a blend of history and modern luxury. Udaipur’s tranquil waters and scenic landscapes offer a perfect environment for relaxation and reflection.

Cameron Highlands, Malaysia, is a refreshing retreat known for its cool climate, rolling tea plantations, and lush forests. This highland destination offers a peaceful escape from the heat, with opportunities for hiking, exploring local farms, and enjoying the natural beauty of the region. Cameron Highlands is perfect for those looking to unwind amidst nature’s tranquility.

Andrew Smith, Senior Vice President, Supply at Agoda shared, “At Agoda, we love helping travelers discover hidden gems and emerging destinations. These nature-rich locations offer unique experiences that cater to the growing trend of wellness and nature travel. With Agoda, travel planning becomes seamless and affordable, ensuring that everyone can easily find their ideal spot to unwind and connect with nature.”

As travelers plan their 2026 adventures, Agoda offers a wide range of options with over 6 million holiday properties, more than 130,000 flight routes, and over 300,000 activities. For the best deals, travelers can explore Agoda’s offerings on their mobile app. Visit Agoda.com for more information.

SOURCE Agoda

Inspired by the complementary energies of Bangkok and Chiang Mai, the experience offers guests the opportunity to embrace two harmonious expressions of wellbeing, the vitality of the city and the grounding serenity of Northern Thailand.

137 Pillars Suites & Residences Bangkok: Renewal in the City 

At 137 Pillars Suites & Residences Bangkok, wellbeing unfolds through moments of calm thoughtfully woven into the rhythm of the city. Gentle morning rituals, including curated walking or running routes through the leafy neighbourhoods of Sukhumvit and light rooftop stretching sessions, invite guests to begin the day with clarity and intention before Bangkok awakens.

Throughout the experience, guests may enjoy nourishing refreshments including fresh juices, herbal infusions and light bites designed to encourage mindful restoration. In partnership with Heal House, a guided wellness session invites participants to reflect upon their personal values through psychological practice and floral artistry. Guests are encouraged to identify the values most meaningful to them and express these through a bespoke floral arrangement symbolising their authentic selves.

To deepen relaxation, a 60-minute Reiki treatment offers a restorative pause designed to ease tension, reduce stress and encourage inner balance. 

137 Pillars House Chiang Mai: Restoration in Stillness 

Within the serene gardens and timeless teakwood surroundings of 137 Pillars House Chiang Mai, guests are invited to reconnect through experiences inspired by Northern Thailand’s enduring sense of calm and the gentle rhythm of nature.

The journey begins with a guided morning exploration of the tranquil Pha Lat Temple, nestled within the forested foothills of Doi Suthep, followed by a restorative reflexology ritual at Nitra Spa.

Afternoons unfold gently at Baan Borneo, where guests are welcomed to an herbal tea ritual featuring locally crafted infusions from Sawanbondin, accompanied by the House’s signature Roots of the Monsoon afternoon tea, a seasonal expression celebrating regional botanicals and flavours inspired by Northern Thailand. 

Moments of mindfulness continue through guided meditation sessions led by local practitioners, incorporating breathwork, sound healing and reflective practices to encourage inner stillness and presence. A traditional 60-minute Lanna massage, inspired by time-honoured Northern healing traditions, gently relieves tension and restores body and spirit.

“At 137 Pillars, we believe true wellbeing is found in moments of intention, stillness and meaningful connection,” says Nida Wongphanlert. “Through the complementary energies of Bangkok and Chiang Mai, The Pillars of Wellbeing invites guests to slow down, reconnect and embrace a renewed sense of balance, whether within the vibrant rhythm of the city or the quiet grace of our historic House.”

To further enrich the experience, both properties offer thoughtful in-room wellness touches, including calming bath rituals, guided mindfulness and breathing cards, and evening herbal compresses prepared to encourage deep relaxation and restorative rest.