The findings, derived from a survey of Asian travelers as part of Agoda's 2026 Travel Outlook Report (LINK to full report), also reveals that technology is quietly reshaping the travel landscape, with artificial intelligence (AI) emerging as a trusted tool for trip planning. Early adoption hints at a future where AI helps create more personalized, seamless, and enjoyable travel experiences, shaping the way Thais discover new destinations. These emerging patterns point to AI becoming a complementary tool that enhances decision-making during the planning process, supporting travelers with more organized, efficient, and tailored trip preparation.
Akaporn Rodkong, Country Director, Thailand at Agoda, said: "Thai travelers are increasingly seeking experiences domestically that blend relaxation, wellness, and authentic local culture. At Agoda, we truly understand that a trip is more than just a getaway - travelers want meaningful experiences that nourish the body, mind, and soul. We are proud to support these journeys by providing seamless access to the best accommodations, flights, and experiences across Thailand and beyond, helping travelers create memories that last a lifetime."
Thailand's Top Travel Trends for 2026
Rise of the domestic micro-traveler
Thais are among the most likely within Asia to travel domestically in 2026, following just behind Japan. Agoda's survey reveals that wo-thirds (66%) of Thai travelers are expected to explore more within Thailand in 2026, highlighting the growing allure of domestic destinations. Furthermore, 56% of respondents anticipate taking short breaks of just 1-3 days, reflecting the rise of micro-travelers. From the energy of big, busy cities to the charm of small towns and coastal villages, travelers are venturing beyond the usual hotspots, even for short weekend escapes.
Relaxation, Wellness, and Flavor: The Top Reasons Thai Travelers Journey
Thai travelers are choosing to travel for three main reasons, led by relaxation, wellness and health, and culinary experiences. While relaxation remains the top priority, offering a chance to unwind and recharge, wellness and health follow closely, with travelers seeking journeys that nurture both body and mind, from spa retreats in tranquil countryside resorts to mindfulness and meditation programs in natural settings.
Culinary experiences rank third, climbing the ranks from sixth place last year, and placing food at the heart of domestic exploration. From savoring Chiang Mai's khao soi and Ayutthaya's river prawns to sampling local fruits like mangosteen, durian, or longan, travelers are discovering authentic flavors while immersing themselves in local cooking, night markets, and regional food culture.
The Growing Role of AI
Currently, only 31% of Thai travelers utilize AI for trip planning. However, plans for future travel indicate that more than 2 out of every 3 Thai travelers (69%) are likely to incorporate AI into their planning. Additionally, more than half (57%) also said they trust information generated by AI. Thai travelers are increasingly exploring how AI can support tasks such as discovering new places, navigating language barriers, and organizing key trip logistics. Around 30% of respondents expect to use AI for practical functions such as searching for accommodations, finding local attractions, and translating languages, highlighting AI's emerging role as a helpful, everyday companion that enhances more organized and well-prepared travel planning.
As 2026 approaches, Agoda remains committed to helping travelers discover the best of Thailand and beyond with over six million holiday properties, more than 130,000 flight routes, and over 300,000 experiences available, all easily booked through Agoda's app or www.agoda.com.