More than 217 million travelers worldwide have chosen Thailand as a destination for family vacations and nightlife.PinTravel to China is increasing.
Trip.com Group disclosed data from over 217 million users globally, showing that Thailand remains the leader in Southeast Asia across nearly all categories, especially in the Global 50 Family-Friendly Destination group, where Thailand commands a 57 percent popularity share, including recommended activities and nightlife venues, resulting in a 24 percent growth in accommodation bookings in Thailand.
Based on these figures, Trip.com Group views Thailand as a comprehensive travel destination for travelers worldwide.
Meanwhile, travel behavior among Thais in 2026 shows a clear trend of increasing visits to China, accounting for as much as 53.9 percent, with the modern metropolis Shanghai and the charming city Chengdu being the most searched destinations.
Regarding new travel solutions, Thai tourists increasingly value personalized experiences, such as Thai cooking classes, wearing traditional Thai costumes in Bangkok, or adventure activities in Chiang Mai, focusing on hands-on participation to create memories distinct from conventional tourism.