Thailand has been recognized as one of the top five destinations visited by Asia Pacific travelers in Visa’s 2026 Global Travel Intentions Study, reaffirming the country’s strong appeal among regional visitors. The study, which surveyed more than 47,000 respondents worldwide, including over 17,000 across Asia Pacific, found that travelers are increasingly favoring destinations that offer convenience, familiarity, and enriching experiences. With 63% of Asia Pacific respondents choosing to travel within the region, Thailand joins Japan, Australia, South Korea, and Hong Kong among the most visited destinations.
The findings reinforce Thailand’s position as one of the region’s leading tourism destinations while aligning with the Tourism Authority of Thailand’s (TAT) strategy of attracting higher-value visitors through authentic and experience-driven travel. As the country continues to prioritize quality tourism over visitor volume, the latest recognition reflects its growing appeal among travelers seeking meaningful experiences across the region.
Thailand’s Regional Appeal Continues to Grow
According to the Visa study, today’s travelers are becoming more intentional when planning their trips, placing greater importance on flexibility, practicality, and confidence throughout the travel experience. Familiar destinations with strong tourism infrastructure and diverse attractions continue to perform well, particularly within Asia Pacific, where short-haul travel remains the preferred choice for vacationers and luxury travelers. Thailand’s accessibility, established hospitality sector, and wide variety of attractions have helped maintain its position among the region’s leading destinations.
The report also found that 37% of Asia Pacific travelers plan their trips around unique local experiences, particularly food and culture, exceeding the global average of 29%. This trend presents additional opportunities for Thailand to showcase distinctive experiences across both established destinations and emerging provinces while encouraging visitors to explore beyond traditional tourism hubs.
The study also highlights how technology is shaping modern travel behavior. Nearly half of respondents said they use artificial intelligence tools to research destinations and plan their itineraries, demonstrating the growing role of digital platforms in travel planning. Meanwhile, 73% of Asia Pacific travelers rely on cards or mobile wallets while traveling, with payment security and widespread acceptance among their top priorities. These findings support Thailand’s efforts to expand digital payment options through initiatives such as the Pay Like a Local cross-border QR payment program, making transactions easier for international visitors across attractions, restaurants, shops, and tourism businesses nationwide.
As travel preferences continue to evolve across Asia Pacific, the latest Visa study suggests Thailand is well positioned to remain one of the region’s most competitive and desirable destinations by combining authentic experiences, digital convenience, and a commitment to quality tourism. With continued investment in sustainable tourism initiatives and visitor-focused experiences, the country is poised to strengthen its appeal among regional and international travelers alike.
–
Featured Image: Traveloka
