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Agoda Reveals Exciting Travel Trends

Agoda Company Pte. Ltd., a leading digital travel platform based in Singapore, has recently announced the summer travel trends for Europeans heading to Asia. As Europe enters the summer vacation season, Agoda has compiled a ranking of the most sought-after Asian travel destinations based on extensive search data from July and August. The results show that Thailand has once again emerged as the number one searched destination for European travelers, holding this position for the second consecutive year. Following Thailand, Indonesia, Japan, and Malaysia are also among the top choices. Notably, Vietnam has made its debut in the top five destinations this year.

This data highlights not only the enduring appeal of traditional favorites like Thailand and Japan but also the increasing interest in emerging destinations. Malaysia, in particular, has experienced a remarkable 20% boost in searches compared to the previous year, marking it as the country with the highest surge in interest. Furthermore, China's search numbers increased by 14%, attributed to several European markets benefiting from visa exemption measures, while Sri Lanka saw a rise of 13% in searches.

When examining key European markets, the UK, France, Germany, Spain, and the Netherlands continue to dominate searches for Asian travel. Additionally, countries such as Greece (up 23%), Turkey (up 21%), and Poland (up 17%) have also recorded significant increases in interest toward Asia, reflecting a broader trend of curiosity among Europeans looking to explore diverse cultures and breathtaking landscapes.

Expert Insight

According to Satomi Nakabayashi, Country Director for Agoda International Japan, “The allure of Asia as a summer getaway for European travelers remains unwavering. While Thailand, Indonesia, and Japan continue to attract significant attention, there is a visible uptick in interest towards Malaysia, China, Sri Lanka, and Vietnam.” This shift demonstrates a growing curiosity from European travelers eager to discover Asia's rich cultural tapestry and hidden gems during the summer holiday.

Agoda, with its strong base in Asia, takes pride not only in offering affordable travel plans for popular destinations but also in showcasing lesser-known locales that await exploration.

City-Specific Highlights

Looking closely at city-specific trends, Bali in Indonesia has claimed the top spot as the most popular travel destination, followed by Bangkok and Koh Samui in Thailand. Koh Samui's recent rise into the top three, surpassing Tokyo, can likely be attributed to the global popularity of the TV drama The White Lotus, which featured the island's picturesque allure.

In Japan, the rankings for popular cities have shown changes as well. In 2024, Tokyo, Kobe, and Otaru topped the list, but for 2025, the first three positions have shifted to Tokyo, Osaka, and Kyoto. This shift indicates a growing interest in cities within the Kansai region, capturing the attention of international travelers alongside the allure of Tokyo.

As travelers prepare for their upcoming summer vacations, Agoda remains committed to making global travel more affordable and accessible. With over 5 million holiday properties, more than 130,000 flight routes, and approximately 300,000 activities available, Agoda is poised to assist travelers in planning their trips seamlessly and affordably. Travelers can discover the best offers on Agoda.com or through the Agoda mobile app.

About Agoda

Agoda is a digital travel platform that offers an extensive range of travel products, including over 5 million hotels and vacation rentals worldwide, in addition to flights and activities, all at competitive prices. Boasting support in 39 languages through its website and mobile app, Agoda’s customer service operates 24/7. A subsidiary of Booking Holdings (Nasdaq: BKNG), Agoda is headquartered in Singapore and operates with over 7,000 staff across 27 global sites, consistently leveraging cutting-edge technology to enhance travel booking services. For more information, please visit Agoda's website.