Passengers arrive at Suvarnabhumi airport on May 21, 2025. (Photo: Somchai Poomlard)
Thailand’s tourism sector remains resilient, with its top three source markets accounting for only 35% of total arrivals, lower than other Asian destinations, according to online travel platform Agoda.
Omri Morgenshtern, chief executive of Agoda, said in a climate of heightened geopolitical tensions and rapid change, diversifying travel sources is crucial.
“If your country depends heavily on tourists from just one market, then you face risk,” said Mr Morgenshtern.
For Thailand, data from tourism authorities indicate arrivals are diversified.
The nation’s top three source markets comprise only 35% of total visitors, which is lower than the ratio for other Asian countries.
For instance, the top three markets for Indonesia, Singapore and Japan account for 37%, 40% and 51% of their total arrivals, respectively. Emerging destinations such as Vietnam see as much as 53% of arrivals from their top three markets.
Agoda reported the five largest source markets booking trips to Thailand on its platform were Malaysia, China, South Korea, India and Japan.
China slipped to No.2 based on safety concerns, while India jumped from sixth to fourth following the introduction of visa-free travel.
Thailand recorded strong growth in searches from trending markets, including the Netherlands, Israel and Indonesia, with year-on-year increases of 78%, 76% and 43%, respectively.
Mr Morgenshtern said foreign visitors are drawn to Thailand for its beaches, shopping, food and cultural experiences.
Price remains the single most influential factor shaping travel patterns in Thailand and across Asia, he said.
The region’s growing middle class pushes demand for travel, supported by more affordable options for international trips, particularly to second-tier destinations in those countries, with competitive prices compared with trip costs in their own countries.
These trends are helping smaller cities attract larger groups of travellers, said Mr Morgenshtern.
On Agoda, Thailand’s most booked destinations among foreign visitors this year are Bangkok, Phuket, Pattaya, Chiang Mai and Hat Yai.
Though Chinese arrivals sagged, he said there is still room for recovery as China remains Thailand’s second-largest source market and tourists continue to travel globally.
Regarding the Tourism Authority of Thailand’s 800-million-baht subsidy for online travel agencies, including Agoda, Mr Morgenshtern said the company cannot disclose details as it is up to the agency to provide that information.
In terms of the severe flooding in Hat Yai and southern provinces, he said Agoda is assisting affected travellers by issuing refunds and helping them find alternative options.
The company is confident the situation will improve once repairs are completed, said Mr Morgenshtern.