Digital travel platform Agoda has released its latest accommodation search data for summer 2026, revealing shifting preferences among European travellers heading to Asia. Thailand retains its crown as the most-searched destination for the second consecutive year, while Indonesia has climbed to second place, displacing Japan to third. The data, drawn from searches between April and June 2026, underscores a growing appetite for Bali and the wider Indonesian archipelago.
Vietnam and Malaysia gain ground
Vietnam has risen from fifth to fourth place, reflecting its increasing appeal as a must-visit destination for European holidaymakers. Malaysia completes the top five. Notably, India posted the strongest year-on-year growth in European searches at 14%, followed by South Korea at 13% and Vietnam at 12%. This aligns with earlier Agoda findings that European summer searches for India were up 14%, a trend that continues to gain momentum.
At the city level, Bangkok and Bali remain the top two choices, with Koh Samui, Tokyo, and Pattaya rounding out the top five. These perennial favourites continue to draw repeat visitors, but the data also points to a broadening interest in secondary and emerging destinations across the region.
Central and Eastern Europe surge
The primary European source markets remain France, Germany, the UK, the Netherlands, and Spain. However, Agoda's data reveals a notable surge from Central and Eastern Europe, with Türkiye, Hungary, and the Czech Republic showing significant increases in searches for Asian destinations. This diversification of source markets could signal new opportunities for hotels, airlines, and tourism boards to tailor their marketing and distribution strategies.
Andrew Smith, Senior Vice President Supply at Agoda, commented on the trend: “European travellers are increasingly exploring diverse regions across Asia, and we’re excited to see this broadening interest. Agoda continues to facilitate these travel plans with our extensive network of over five million holiday properties and numerous flight routes and activities.”
The findings come as Asia's tourism industry grapples with overtourism pressures in popular hubs. Industry events such as the PATA Travel Mart in Kuching have highlighted the need to promote secondary destinations, a strategy that Agoda's data suggests is already resonating with European travellers.
For travel professionals, the implications are clear: while established gateways like Bangkok and Bali remain essential, the rising interest in India, Vietnam, and emerging Central European source markets offers new avenues for growth. Hoteliers and tour operators may want to consider expanding their offerings in these areas, while airlines could look at adding or increasing capacity on routes from Central and Eastern Europe to Asian hubs.
Agoda's platform, which includes over five million properties and a wide array of flight and activity options, continues to serve as a key barometer for travel demand. The company has also been investing in technology to support partners, such as its revamped partner portal with AI tools, which could help properties in emerging destinations optimise their visibility to European audiences.
As the summer 2026 season approaches, stakeholders across the travel value chain will be watching these trends closely. The data not only reflects current consumer behaviour but also provides a roadmap for strategic planning in the coming months.
