As Europe prepares for its summer holidays, Agoda, the leading digital travel platform, reveals that Thailand has retained its crown as the most searched Asian destination among European travelers for the second year in a row. Rounding out the top five are Indonesia, Japan, Malaysia, and Vietnam, which makes its first-ever appearance in the top rankings.
The data comes from Agoda’s latest ‘Europe to Asia Summer Travel Trends’ report, based on accommodation searches for July and August—Europe’s peak vacation season. Among the standout performers, Malaysia recorded the highest growth, with a 20% year-on-year increase in searches. China, boosted by new visa waivers for several European markets, saw a 14% rise, while Sri Lanka posted a 13% increase in traveler interest.
The United Kingdom, France, Germany, Spain, and the Netherlands continue to dominate as Europe’s top origin markets for travel to Asia. However, Greece (+23%), Turkey (+21%), and Poland (+17%) are rapidly emerging as rising sources of outbound travelers, pointing to growing curiosity about Asia across the continent.
“Asia’s appeal as a summer escape for European travelers remains strong,” said Andrew Smith, Senior Vice President of Supply at Agoda. “Thailand, Indonesia, and Japan continue to draw repeat interest, while emerging destinations like Malaysia, China, Sri Lanka, and Vietnam are climbing fast. This reflects the deepening desire among travelers to explore Asia’s rich cultures, breathtaking scenery, and lesser-known gems. As the Asia Expert, Agoda is proud to help travelers discover these destinations at unbeatable value.”
When it comes to specific destinations, Bali in Indonesia ranks as the most searched, followed by Bangkok and Koh Samui in Thailand. Notably, Koh Samui has overtaken Tokyo to enter the top three, likely influenced by its recent spotlight in the hit HBO series The White Lotus, which showcased the island’s idyllic beauty.
As global travelers map out their summer escapes, Agoda remains dedicated to making travel more accessible. With over five million holiday properties, 130,000 flight routes, and 300,000 activities, Agoda offers a one-stop platform for discovering, planning, and booking the next great adventure.
