Thailand remains the top Asian destination for European travellers this summer, according to Agoda accommodation search data, with Bangkok, Koh Samui and Pattaya all ranking among the region’s five most-searched destinations.
The findings, based on accommodation searches made between April and June 2026 for stays during July and August, show Thailand retained the top country ranking for a second consecutive year. Indonesia ranked second, followed by Japan, Vietnam and Malaysia.
Among individual destinations, Bangkok remained the most-searched city, while Bali held second place. Koh Samui climbed from fourth to third, Tokyo ranked fourth, and Pattaya completed the top five.
Germany, France and the Netherlands remained the three largest European source markets searching for Thailand, followed by Spain and Italy.
Across Asia, India recorded the strongest year-on-year growth in European accommodation searches at 14%, followed by South Korea at 13% and Vietnam at 12%, indicating growing interest in destinations beyond the region’s traditional favourites.
Akaporn Rodkong, country director, Thailand and Indochina, Agoda, said: “Thailand holding the top spots for a second year, with similar origin markets and three cities across the top five, points to something deeper than a seasonal spike.
“European travellers have built Thailand into their annual routine. Having Bangkok, Koh Samui, and Pattaya all represented also shows the draw isn’t a single experience, it’s a country offering something different depending on what travellers are looking for.”
