H1 2024 bookings surge in Thailand, driven by group travel and long stays
As Thailand’s tourism sees a resurgence and the industry prepares for the start of the upcoming high season in Q4, Airbnb releases Thailand travel data for the first half of this year.
Airbnb data shows an increasing interest in travel to Thailand amongst Airbnb guests with combined domestic and international bookings surging over 30 per cent in H1 2024 compared to H1 2023.
Airbnb data shows growth across all travel group sizes with the most significant growth being in group travel - Airbnb guests travelling as groups to Thailand increased almost 40 % in H1 2024 compared to H1 2023.
“Thailand's appeal as a world-class tourism destination remains strong amongst Airbnb travellers around the world. It's particularly encouraging to see the significant growth in those travelling together as small groups in the first half of the year, as well as more guests staying longer in the country," said Amanpreet Bajaj, Airbnb’s General Manager for Southeast Asia, India, Hong Kong, and Taiwan. "This continued growth reflects Airbnb guests' eagerness to explore and experience Thailand – both the established destinations as well as seeking out new experiences in lesser-known destinations. Airbnb will continue to work with industry stakeholders and support the Thai government to drive interest in travel to Thailand amongst Airbnb guests globally and support sustainable travel dispersal."
Increased short and long-haul flight connectivity and the Thai government’s policy to streamline visa processes have helped to drive Thailand’s appeal amongst a wide range of markets. The top countries of origin of international Airbnb guests travelling to Thailand in H1 2024(1) were:
United States of America
China
Germany
Russian Federation
United Kingdom
Korea
France
Australia
Singapore
Notably, Airbnb has strong appeal with legacy markets such as the US and European countries while regional markets such as China, Korea, Australia and Singapore also remain strong.
More people are staying longer.
Thailand’s appeal as a destination for long-term visitors isn’t something new - the climate, diversity of places - from beaches to mountains to cosmopolitan visitors - delicious cuisine and Thai hospitality have all contributed to this and continue to do so.
However, the recent Destination Thailand Visa has been introduced specifically to increase long-term stays amongst remote workers, digital nomads, and freelancers. Recognising the appeal of Thailand for digital nomads, Airbnb previously collaborated with the Tourism Authority of Thailand to create the ‘Live and Work in Thailand’ digital information guide. In Airbnb’s latest data, there’s a clear trend of more people staying longer in Thailand - in H1 2024, long-term stays by Airbnb guests in Thailand grew over 20 per cent compared to H1 2023.
Top Thai destinations amongst Airbnb guests
Travel habits amongst international and domestic travellers are similar with Bangkok being the #1 most booked destination in Thailand by Airbnb guests in H1 2024. For international Airbnb guests, Phuket was the second most booked destination followed by Pattaya, Chiang Mai, and Surat Thani while Thai travellers preferred Pattaya over Phuket.
While the most booked are established destinations, many global travellers are seeking to explore lesser-known destinations in Thailand. Airbnb search data(4) revealed that the top emerging Thai destinations trending on Airbnb globally are Mae Hong Son, Trang and Satun.
