Agoda’s latest report reveals that Thailand continues to be the most searched Asian destination among European travelers for summer 2025, followed by Indonesia, Japan, and newcomer Vietnam. Malaysia experienced the highest growth in interest.
As Europe gears up for its summer holidays, Agoda reports that Thailand maintains its position as the top Asian destination sought after by Europeans for the second consecutive year. Coming close are Indonesia, Japan, and Malaysia, with Vietnam entering the top five for the first time.
The ‘Europe to Asia Summer Travel Trends’ data is based on accommodation searches during July and August—the peak travel season for Europeans. Notably, Malaysia saw the biggest increase in interest, with a 20% rise in searches compared to last year. China’s popularity also grew by 14%, thanks to visa waivers introduced for several European countries, while Sri Lanka experienced a 13% uptick.
Major European markets such as the UK, France, Germany, Spain, and the Netherlands continue to lead in searches for Asian destinations. Additionally, Greece (+23%), Turkey (+21%), and Poland (+17%) emerged as trending origin markets, indicating a rising interest from these regions in traveling to Asia.
Andrew Smith, Agoda’s Senior Vice President of Supply, commented, “Asia remains an attractive summer escape for Europeans, with Thailand, Indonesia, and Japan maintaining their status as favorites. What’s exciting is the growing interest in places like Malaysia, China, Sri Lanka, and Vietnam. This shift reflects European travelers’ increasing curiosity about Asia’s rich cultures, breathtaking landscapes, and hidden gems. As Asia experts, Agoda is proud to offer fantastic deals on travel to these popular destinations and beyond.”
In terms of specific locations, Bali tops the list, followed by Bangkok and Koh Samui in Thailand. Interestingly, Koh Samui has overtaken Tokyo in popularity, possibly influenced by the global hit HBO series ‘The White Lotus,’ which showcased the island’s appeal.
As travelers plan their summer getaways, Agoda remains dedicated to making travel affordable. With over five million holiday properties, 130,000 flight routes, and 300,000 activities, Agoda provides seamless travel planning and unbeatable deals. For the best offers, visit Agoda.com or download the Agoda mobile app.
