Thailand Joins Vietnam in the Top Five Most Searched Asian Destinations for European Travelers – What Makes Them So Popular? – Travel And Tour World

As Europe prepares for its highly anticipated summer holidays, Agoda, the leading digital travel platform, has released its ‘Europe to Asia Summer Travel Trends for 2025. The study reveals that Thailand continues to dominate as the most searched Asian destination for European travelers, retaining its top spot for the second consecutive year. Close contenders include Indonesia, Japan, and Malaysia, while Vietnam has made its impressive debut in the top 5. The findings are based on accommodation searches for the peak summer months of July and August, the most popular travel period for European tourists.

European Interest in Asian Destinations

According to Agoda’s data, Thailand has remained the go-to destination for many European travelers, reaffirming its status as a staple for those looking to explore the cultural richness and natural beauty of Southeast Asia. Other top destinations such as Indonesia, Japan, and Malaysia continue to maintain their appeal due to their rich heritage, stunning landscapes, and vibrant cities.

• Thailand is the most searched Asian destination for European travelers.
• Vietnam joins the top 5 for the first time.
• Malaysia saw the largest rise in interest, with a 20% increase in searches.

Andrew Smith, Senior Vice President of Supply at Agoda, shared, “Asia’s allure as a summer escape for European travelers remains undeniable, with Thailand, Indonesia, and Japan holding their spots as perennial favorites. What’s even more exciting is the rising interest in destinations like Malaysia, China, Sri Lanka, and Vietnam. This shift highlights a growing curiosity among European travelers to explore Asia’s diverse cultures, stunning landscapes, and hidden gems during their summer adventures.”

Rising Interest in New Asian Destinations

Among the notable changes in this year’s travel trends, Malaysia has shown the most significant growth, with a 20% rise in searches compared to last year. China also saw a substantial increase in interest, recording a 14% rise in accommodation searches, thanks to the introduction of visa waivers for several European countries. Sri Lanka experienced a 13% increase in searches, indicating an increasing appetite for exploration beyond the more traditional destinations.

• Malaysia saw a 20% increase in search interest.
• China recorded a 14% rise in searches due to visa waivers.
• Sri Lanka experienced a 13% increase in searches.

Top Searched Asian Destinations and Inbound Travelers

As the summer of 2025 approaches, several Asian countries are seeing a surge in interest from European travelers. The most popular destinations this year include Thailand, Indonesia, Japan, Malaysia, and Vietnam, with Bali in Indonesia, Bangkok, and Koh Samui in Thailand leading the pack in terms of specific city and island searches.

• Bali in Indonesia leads the top searched destinations.
• Bangkok and Koh Samui are top choices for Thailand.
• Vietnam’s debut in the top 5 showcases a growing curiosity.

Interestingly, Koh Samui has replaced Tokyo in the top three, likely due to the popularity of HBO’s ‘The White Lotus’, which showcased the island’s allure. This marks a trend of media influencing travel destinations, making Koh Samui a hot spot for travelers seeking a tropical getaway with a hint of glamour.

Emerging Trends from European Origin Markets

The trend towards Asian destinations from Europe is not only driven by traditional markets but also by emerging regions like Greece, Turkey, and Poland. These countries have shown an increasing interest in Asia in recent years, with Greece experiencing a 23% increase, Turkey a 21% increase, and Poland seeing a 17% rise in search activity. This trend suggests that more European travelers from diverse backgrounds are seeking new and exciting travel experiences in Asia.

• Greece saw a 23% rise in searches.
• Turkey recorded a 21% increase in searches.
• Poland experienced a 17% uptick in searches for Asia.

Agoda’s Commitment to Affordable Travel

As travelers gear up for their summer adventures, Agoda continues to lead the way in providing access to a wide range of travel options at unbeatable prices. With over five million holiday properties, 130,000 flight routes, and 300,000 activities to choose from, Agoda is ensuring that travelers can easily plan their dream summer getaway while enjoying exceptional value. Whether looking for a beach resort in Bali, an adventure in Japan, or a cultural experience in Vietnam, Agoda offers comprehensive solutions for planning the perfect summer vacation.

• Agoda offers over 5 million holiday properties for booking.
• More than 130,000 flight routes and 300,000 activities are available for booking.
• Agoda provides seamless travel planning and unbeatable deals.

Conclusion: Rising Popularity of Asian Travel Among Europeans

As Europe prepares for the summer, Agoda’s Europe to Asia Summer Travel Trends reflect a significant shift in the destinations European travelers are exploring. Thailand, Indonesia, Japan, and Malaysia remain popular, but Vietnam’s debut in the top five signifies the growing curiosity among Europeans to explore new Asian cultures, landscapes, and experiences. As Agoda continues to offer unbeatable travel deals, travelers can look forward to more affordable and memorable trips across Asia, discovering the hidden gems and iconic destinations that define the region.