Thailand most searched Asian country by European tourists this summer

Indonesia ranked second, followed by Japan, Malaysia, and Vietnam, based on accommodation searches conducted on Agoda in April 2025 for check-in dates between July and August.

The number of European tourists visiting Thailand has been rising.

From January to April, Thailand welcomed 3.5 million European visitors, an 18.91% year-on-year increase. This growth was significantly driven by visitors from Britain, France, Germany, and Russia, as reported by the Bangkok Post.

In response to a decline in Chinese tourists citing safety concerns, Thailand is increasing efforts to attract high-spending European visitors.

European tourists are particularly drawn to exploring Thailand's Koh Samui, a trend potentially influenced by the global popularity of HBO’s "The White Lotus," which showcased the island’s charm, according to Agoda.