Pattaya remains a top European favorite as summer searches surge — Germans and Britons lead the wave to Thailand. (Photo by Jetsada Homklin) PATTAYA, Thailand – Thailand has once again secured its status as Europe’s favorite summer getaway in Asia, with Pattaya emerging as one of the top destinations for July–August 2025, according to Agoda’s latest travel search data. The popular coastal city stands proudly alongside Bangkok and Koh Samui in the top three destinations most searched by European travelers heading to Thailand. This marks the second consecutive year that Thailand ranks No. 1 in Asia for European holidaymakers, beating out other popular Asian destinations like Indonesia, Japan, Malaysia, and Vietnam. The data was collected based on travel searches conducted in April 2025 for bookings during the upcoming July–August vacation period. Travelers from Germany top the chart in interest for Thailand, followed by tourists from France, the United Kingdom, the Netherlands, and Spain. Notably, there’s also a surge in interest from countries like Greece (+67%), Czech Republic (+26%), and Poland (+16%), signaling a growing appetite for Asian experiences across wider regions of Europe. “Thailand holding the top spot for two years running proves the country’s enduring appeal,” said Akkhaphorn Rodkhong, Agoda’s Country Director for Thailand. He noted that the trend reflects European travelers’ desire to seek out unique cultural, lifestyle, and natural experiences in Asia. While Bangkok continues to dominate the top destination spot, and Koh Samui rides high on global attention thanks to HBO’s The White Lotus, Pattaya remains a consistent favorite for its affordability, accessibility, and vibrant mix of beach life, nightlife, and family attractions. “Pattaya’s got the buzz, the beach, and the bookings” — City stays hot on Europe’s travel radar this July–August. (Photo by Jetsada Homklin) With its close proximity to Bangkok and improving infrastructure, Pattaya offers European travelers a balanced holiday — whether they seek excitement on Walking Street or tranquility along the shores of Jomtien or Pratamnak. According to the Tourism Authority of Thailand (TAT), European markets are booming, even as Chinese arrivals level off. In the first four months of 2025, over 3.5 million European tourists visited Thailand — a nearly 19% increase year-on-year. Top-performing markets include Russia, the UK, Germany, and France. TAT is also eyeing strong growth from Israel (+91%), Uzbekistan (+62%), Poland (+39%), and Romania (+33%), thanks to increasing connectivity and direct flight routes. As Thailand prepares for the year-end high season, confidence is high that the surge in European interest will carry through — with Pattaya poised to benefit heavily from the spotlight.