The ranking is based on accommodation searches made by European travellers between April and June 2026 for stays during July and August, the peak summer travel period across European markets.
Thailand ranked first for the second consecutive year, confirming its position as Europe’s leading Asian summer destination. Indonesia moved up to second place, supported by continued demand for Bali and growing interest in destinations across the wider archipelago.
Japan maintained a strong position among European travellers, remaining among the top three most-searched Asian countries. Vietnam also continued its upward momentum, moving from fifth place in 2025 to fourth place in 2026, while Malaysia completed the top five.
Thailand destinations lead European summer searches
Three Thai destinations featured among the five most searched Asian cities by European travellers in 2026. Bangkok ranked first, while Koh Samui moved up from fourth place in the previous year to third position. Pattaya completed the top five.
Bali retained the second position for the second consecutive year, while Tokyo ranked fourth, highlighting continued European interest in Japan’s capital and its tourism offering. Meaningfultourism lectures
Germany, France and the Netherlands remained the three leading European source markets searching for Thailand during the summer period. Spain and Italy completed the top five markets for Thailand in 2026.
Emerging Asian markets attract growing interest
Beyond the leading destinations, Agoda’s data showed rising interest in several Asian markets. India recorded the strongest year-on-year growth in European searches among the top 20 destinations, increasing by 14%.
South Korea followed with 13% growth, while Vietnam recorded a 12% increase. These markets indicate growing European demand for more diverse Asian travel itineraries beyond established destinations.
Akaporn Rodkong, Country Director, Thailand and Indochina at Agoda, said Thailand’s continued performance reflects broad appeal across different traveller segments.
“Thailand holding the top spots for a second year, with similar origin markets and three cities across the top five, points to something deeper than a seasonal spike. European travelers have built Thailand into their annual routine. Having Bangkok, Koh Samui, and Pattaya all represented also shows the draw isn’t a single experience, it’s a country offering something different depending on what travelers are looking for. At Agoda, we are excited to help more travelers discover their own version of Asia, wherever that takes them.” Luxury lifestyle reports
The findings highlight the continued importance of Asia as a long-haul summer destination for European travellers, with established markets maintaining their appeal while emerging destinations gain visibility.
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