Thailand Shifts Towards Immersive Travel with Strong Interest in China’s Secondary Cities, Here’s All You Need to Know

Published on December 7, 2025

Starting now and into early 2025, China has become the top international destination for Thai travelers, overtaking all of other popular destinations. Shanghai, one of the most modern and exciting cities of China has seen the most impressive growth with 334% increase in Thai tourist bookings. This growth indicates that Thai travelers are changing and looking for immersive travel experiences and authentic attractions.

In 2025, China’s secondary cities are also seeing significant growth in interest from Thai travelers, sank on its spicy dishes and unique culture. Chongqing now accounts for the fastest growing Thai tourist destination with an 828% increase, and a 395% increase in bookings and travel searches respectively in a year. This Chongqing growth popularity demonstrates Thai travelers changing and growing interest in China’s less traditional tourist destinations with more unique, local, and authentic experiences, to better appreciate the diverse local culture and cuisine to complement their familiar Thai culinary experiences.

Shifting Travel Preferences: From Sightseeing to Immersive Travel

According to Trip.com Group, the leading global travel service provider, Thai travelers are increasingly seeking out destinations that offer hands-on, immersive experiences rather than simply visiting the well-known tourist attractions. This shift is evident in the data from the company’s Trip.Best platform, which shows that searches for “activities” have increased by 808%, while interest in “cool escape attractions” has surged by a remarkable 1,941%. This change signals a broader trend where travelers no longer just check off famous sights but actively engage with the culture, people, and unique experiences of the places they visit.

Edmund Ong, Senior Director for Southeast Asia and General Manager of Trip.com Singapore, noted that Thai travelers are leading the charge in this trend. “Thai users spend an average of six days researching before confirming a trip, showing their strong desire for well-planned and meaningful experiences,” Ong said. This careful, deliberate approach to travel contrasts with more traditional, spontaneous styles of planning, and reflects a shift towards quality over quantity in travel.

Key Destinations for Thai Tourists in 2025

The travel preferences of Thai tourists in 2025 clearly emphasize a mix of traditional favorites and emerging cities that offer more personalized travel experiences. Beyond Shanghai, which leads the list, several other cities in China are becoming increasingly popular with Thai tourists. Hong Kong, a long-time favorite, experienced a 52% increase in bookings, while Tokyo and Osaka in Japan saw year-on-year growth of 71% and 132%, respectively.

However, it is the secondary cities in China that are emerging as strong contenders for Thai travelers’ attention. Cities like Chongqing, with its mountainous landscapes, spicy cuisine, and unique cultural heritage, are becoming key attractions for travelers seeking deeper and more authentic experiences. These cities are increasingly seen as destinations that offer a more personalized and immersive view of China beyond the well-worn paths of cities like Beijing and Shanghai.

Domestic Travel Growth in Thailand

While international travel is experiencing significant growth, domestic tourism in Thailand continues to thrive as well. Data from Trip.Best indicates that domestic travel in Thailand has grown by 25% year on year, with key cities such as Bangkok, Chiang Mai, and Phuket remaining the most popular destinations for Thai travelers exploring within the country. This uptick in domestic tourism highlights the country’s vibrant travel market and a growing appreciation for local destinations that offer diverse experiences, from cultural tourism in Chiang Mai to beach getaways in Phuket.

Thailand’s digital ecosystem, driven by social media and influencer culture, is playing a crucial role in shaping domestic travel trends. A significant portion of Thai travelers, approximately 45%, rely on social media and posts by Thai Key Opinion Leaders (KOLs) to get inspiration for their next trips. This rise in social media-driven travel has led to a notable increase in direct bookings, particularly those influenced by promotional codes from KOLs, which saw a 120% increase this year.

Southeast Asia’s Digital Travel Boom

As one of the most digitally connected regions in the world, Southeast Asia is experiencing a boom in online travel bookings. With over 95% of Thai consumers discovering products through influencers, Thailand’s travel market has become highly influenced by social media platforms, where travel influencers share firsthand experiences and recommendations. This trend is not only influencing domestic travel but also driving the increased interest in international destinations like China.

Trip.Best’s AI Recommendation Platform has become a central player in helping Thai travelers find destinations and experiences that match their evolving interests. The platform’s real-time data and AI-driven recommendations cater to modern travelers who seek authentic experiences and a mix of adventure and convenience. As these travelers look for new and exciting ways to connect with different cultures, platforms like Trip.Best provide the tools to make their travel experiences more customized and meaningful.

China’s Expanding Appeal for Thai Tourists

In summary, China has emerged as the top overseas destination for Thai travelers, driven by an interest in secondary cities like Chongqing, as well as popular destinations like Shanghai and Hong Kong. This shift is part of a broader trend where Thai travelers are looking for more immersive experiences that go beyond traditional sightseeing. The growth in travel to China is accompanied by a significant rise in domestic tourism in Thailand, with more travelers exploring their own country, thanks in part to the influence of social media and travel influencers.

As the tourism industry in both Thailand and China continues to grow, it is clear that Thai travelers’ preferences are evolving towards deeper cultural connections, hands-on activities, and more personalized travel experiences. The growing demand for such experiences is reshaping the travel industry in Southeast Asia, and the impact of Chinese destinations on Thai tourism is expected to increase in the coming years.

Embracing the Future of Travel for Thai Tourists

The changing and newly preferred style of travel in Thailand is of the more immersive experience kinds that capture ones travel. This is setting a new changing course in tourism in the whole region. There is a growing attraction of Thailand for and in connection to China. There is now a positive tourism exchange for both China and Thailand and it is likely that this exchange will continue to develop further. This will mould and shape the travel routes in all of South East Asia to come. The more Thai people travel and seek to capture their experiences the more Chongqing and especially Shanghai will grow to be important and more scheduled destination points for travel.