European Tourist Flow to Asia: New Priorities

Photo: Agoda

Agoda has revealed the top summer travel trends from Europe to Asia. Thailand maintains its leadership for the second year in a row, while Vietnam has entered the top 5 most popular destinations for the first time.

The study is based on accommodation search data for July and August — the main vacation months for Europeans. According to the report, Thailand remains the most sought-after destination, followed by Indonesia, Japan, and Malaysia. Vietnam's entry into the top five reflects the growing interest of European travelers in the country.



One key takeaway is the growth dynamics across individual countries. Malaysia saw the highest increase in interest — up 20% compared to last year. China recorded a 14% rise, driven by the recent introduction of visa-free travel for several European nations. Sri Lanka also showed positive momentum, with a 13% increase in search volume.

The highest number of searches for Asia-bound travel came from tourists in the UK, France, Germany, Spain, and the Netherlands. However, other European markets also showed significant growth. Greece posted a 23% rise in interest, Turkey 21%, and Poland 17%, signaling an expansion of Europe's outbound tourism geography.

Among specific locations, Bali leads the pack. According to Agoda regional representative Gede Gunawan, Indonesia is gaining visibility on Europe’s tourism radar. While Bali remains the top focus, destinations like Lombok and Jakarta are also gaining traction. More and more Europeans view Indonesia not just as a beach destination, but also as a hub of cultural and natural heritage.

Official data shows that more than 2.3 million European tourists visited Indonesia in 2024. The top countries of origin were the UK (392,133), France (346,337), the Netherlands (314,211), Germany (281,397), and Russia (180,215), followed by Spain (142,247) and Italy (131,149).



Roughly 40% of Europeans choose Indonesia for its cultural diversity. Many Germans return to explore not only Bali but also more remote islands. The country’s draw includes breathtaking landscapes, ancient temples with traditional rituals, tropical forests, volcanoes, and coral reefs.

Following Bali in popularity are Bangkok and Koh Samui in Thailand. Notably, Koh Samui has overtaken Tokyo in the top three destinations — possibly thanks to the hit HBO series The White Lotus, which was partially filmed on the island. The show’s aesthetic portrayal of Samui may have fueled European interest.

Agoda’s Senior VP of Partner Services Andrew Smith noted that Asia remains the undisputed favorite for the summer season. Thailand, Indonesia, and Japan are long-standing leaders, but there’s growing interest in Malaysia, China, Sri Lanka, and Vietnam — signaling a shift toward lesser-known destinations.

The UN World Tourism Organization (UNWTO) reported that global travel in 2024 nearly fully recovered from the pandemic, reaching 1.4 billion trips — 99% of 2019 levels. However, the Asia-Pacific region lagged slightly behind with 87%, due to longer-lasting entry restrictions.

In Q1 2025, global tourist flow grew by 5% compared to the same period in 2024, with over 300 million international trips. Europe recorded around 125 million visits (+2% YoY), while Asia-Pacific showed a robust 12% increase to roughly 79 million trips. Japan, in particular, saw a dramatic 34% surge in Q1.

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