BANGKOK, THAILAND – A new travel study reported a dramatic shift in Thai tourism preferences towards China and experience-based trips.
Chongqing bookings soared from Thailand
Chinese city Chongqing recorded a surge in demand from Thailand, with bookings in 2025 rising by 828%. Page views also increased by 395%, underscoring a sharp rise in interest in the mountainous metropolis.
“Chongqing’s sharp coastline is similar to the Thai taste, that is a huge plus,”
said experts.
Experiences overtook classic sightseeing
Traditional sightseeing tours were described as losing appeal, as modern Thai travellers sought deeper cultural experiences. Searches for “activities” climbed by 808%, while interest in “Cool Escape Attractions” grew by 1,941%. Edmund Ong from Trip.com stated,
“Thai travellers are redefining tourism in the region.”
Shanghai led destinations as China vied with Japan
Despite excitement around Chongqing, Shanghai remained the top destination for Thai tourists, with bookings up 334%. Hong Kong (+52%), Tokyo (+71%) and Osaka (+132%) followed, indicating sustained demand across East Asia. The figures showed China and Japan competing closely for Thai travellers, with China boosted by mega-city appeal and culinary familiarity.
Influencers reshaped booking decisions
The study reported that 45% of Thai travellers in 2025 took their trip ideas from social media stars, or KOLs, up from 28% in 2024. Direct bookings using influencer promo codes rose by 120%, and the study noted that more than 95% of consumers discovered products through influencer recommendations. Nearly half of all families followed travel influencers sharing real experiences, suggesting the traditional travel agency model was in decline.
Domestic favourites stayed strong
Domestic travel within Thailand increased by 25%, reflecting continued affection for local destinations. The undisputed top three were Bangkok, Chiang Mai and Phuket, where travellers also pursued experience-oriented trips. Tourists were reported to seek a careful balance between adventure and comfort.
Rising trust in AI-based travel platforms
Satisfaction with AI-supported recommendation platforms such as Trip.com rose by 35% in Thailand. Reliability was highlighted as a key factor behind this growth in trust. The study portrayed these tools as central to planning thoroughly organised and meaningful experiences, with Thai travellers on average taking six days to plan before booking.
Industry urged to adapt to a new era
The findings were described as a turning point, indicating that the era of simply ticking off famous sights had ended. The report argued that the future of tourism lay in personal, intensive travel experiences. Tour operators and destinations were urged to offer unique activities and authentic insights rather than just photo backdrops, as travellers were presented with more diverse and off-the-beaten-path options.