Thailand's travel trends for 2026: 'Small but high-quality vacations' take center stage.

Agoda's 2026 Tourism Outlook report shows that Thailand's tourism industry is undergoing a significant shift, with domestic tourism continuing to play a dominant role.

Culinary experiences are among the top three priorities for tourists exploring Thailand's domestic tourism. (Source: Bangkok Post)

Tourists are increasingly favoring short, flexible trips focused on relaxation, wellness, and culinary experiences. Instead of just focusing on the destination, Thais are paying more attention to how to make the most of their vacation time.

2026 is predicted to be the year of "small but quality vacations," offering both physical and mental rejuvenation in familiar domestic landscapes.

Technology, particularly artificial intelligence (AI), is also reshaping travel habits. Currently, only 31% of Thais use AI for planning, but 69% say they will use it in the future, and 57% trust information generated by AI. AI is expected to assist in finding destinations, overcoming language barriers, and organizing trip details.

Akaporn Rodkong, Director of Agoda Thailand, said: “Thais are increasingly seeking domestic experiences that combine relaxation, wellness, and local culture.”

Surveys show that Thais are the second-highest group of domestic travelers in Asia, after Japan. Two-thirds plan to explore more within the country next year, while 56% opt for short holidays of 1 to 3 days. They are expanding their itineraries to include major cities, small towns, and coastal villages, going beyond familiar destinations.

There are three main reasons driving domestic tourism: Relaxation is a top priority for recharging; wellness, with options ranging from rural spa resorts to nature-based meditation programs; and culinary experiences have significantly increased compared to the previous year, becoming a key driver of tourism.

Tourists seek out local specialties such as Khao Soi Chiang Mai, Ayutthaya river shrimp, and fruits like mangosteen, durian, and longan.

Approximately 30% expect to use AI for practical tasks such as finding accommodation, attractions, or translation, indicating that AI is becoming a useful "travel assistant" in the trip preparation process.

The 2026 Tourism Outlook report is based on a survey conducted in October 2025 with 3,353 people from nine Asian markets: India, Indonesia, Japan, Malaysia, Philippines, South Korea, Taiwan (China), Thailand, and Vietnam.

Source: https://baoquocte.vn/xu-huong-du-lich-cua-thai-lan-nam-2026-ky-nghi-nho-nhung-chat-luong-len-ngoi-337030.html