Online travel agency (OTA) Agoda released its Thailand country report for the first half of 2025, with inbound travel trends showing sustained momentum from regional markets.
For the first six months of this year China, Malaysia, and South Korea were the top three global source markets for the country, with Japan and Singapore close behind.
These results may be attributed to Thailand’s expanded air connectivity and improved travel facilitation under the Amazing Thailand Grand Tourism and Sports Year 2025 campaign.
Key findings from H1-2025
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, generating approximately 743.582 billion baht in tourism revenue.
This growth reflects the positive impact of government-led efforts to promote quality tourism through infrastructure upgrades, streamlined visa procedures, and targeted campaigns.
According to Agoda’s country director in Thailand Akaporn Rodkong: “We’re honoured to be the platform of choice for travellers from across Asia and proud to play a role in supporting tourism in Thailand. At Agoda, we’re committed to offering convenient and diverse accommodation options that help travellers explore both well-known destinations and hidden gems across the country, making their trips easier and more memorable.”
Bangkok, Pattaya, and Phuket remain Thailand’s Big Three
At the destination level, Bangkok, Pattaya, and Phuket continued to lead as the most visited cities among these top markets.
Interestingly, Hat Yai emerged as a rising destination, particularly for travellers from Malaysia and Singapore, mostly attributed to its affordability and accessibility which have earned it recognition as one of the most budget-friendly cities in Asia for two years in a row.
Agoda’s data also revealed distinct visitor behaviour by market: while China led in visitor volume, South Korean travellers recorded the longest average stays.
They were followed by tourists from Japan, Malaysia, Singapore, and China. Island destinations and quieter locales attracted extended stays.
These locations included Ko Tao which is known for its diving experiences, Ko Pha-ngan for its blend of laid-back beaches and nightlife, and Pathum Thani for a more local atmosphere close to the capital.
