Mae Hong Son, Trang, and Ayutthaya among top emerging Thai destinations, as Airbnb search data reveals rising interest in lesser-known locales.
BANGKOK, THAILAND – Many global travelers are seeking paths less trodden and are keen to discover lesser-known Thai destinations, according to Airbnb’s latest data*. From breakout regions such as the Northeast and the Deep South, to nature stays, mountain stays or seeking out quieter beach destinations, Airbnb’s latest search data reveals those emerging Thai destinations that are trending on Airbnb globally.
Topping the list is Mae Hong Son in Thailand’s north which has seen an approximately 150 percent year-on-year increase in searches by Airbnb guests, comparing figures for the first three months of this year to the same time period in 2023. Driven in part by the popularity of Pai district, Mae Hong Song’s combination of nature, culture and fun is striking a chord with Airbnb guests around the world.
The southern province of Trang ranks second, with a nearly 140 percent surge in searches. The central province of Ayutthaya and the coastal province of Satun on the Malaysian border rank third and fourth respectively, with Phetchaburi rounding out the top five.
“Thailand offers such a variety of interesting places to visit for international and domestic tourists, and while the major destinations remain popular with travelers from around the world, it’s exciting to see that Airbnb guests are looking for new travel experiences and are exploring places off the beaten tourist path,” said Amanpreet Bajaj, Airbnb’s General Manager for Southeast Asia, India, Hong Kong, and Taiwan. “Our latest data shows that a wide range of new Thai destinations are trending amongst our global guest community. Airbnb will continue to support a more equitable tourism dispersal in line with the Thai government’s policy to promote secondary tourism provinces across the country.”
As travelers enjoy Thailand’s current Green Season** and look ahead to high season and year-end travel plans, here are some of the top travel trends and hottest under-the-radar gems in Thailand as seen on Airbnb.
Travelers are seeking out lesser-known beach destinations
While the beach destinations of Phuket, Samui, Krabi and Chonburi remain popular with Airbnb guests from around the world, there’s a clear trend of travelers seeking out lesser-known beach destinations in search of their own slice of beach paradise.
With 46 islands, including Kradan Island – ranked #1 in the world by World Beach Guide 2023 and a recent film location for a certain dinosaur movie – Trang is the top trending emerging beach destination in Thailand amongst Airbnb guests with searches having increased nearly 143% from Q1 2023 to Q1 2024. The adjacent province of Satun, a UNESCO Global Geopark and home to many islands as well as Thailand’s second marine national park, was the second top trending emerging beach destination from Q1 2023 to Q1 2024. Phang Nga joined Trang and Satun as destinations on the Andaman Coast while the others are on Thailand’s Gulf coast reaching from Trat south to Songkhla.
The rise of Thailand’s Deep South
Rich in culture, Thailand’s little explored Deep South and adjacent provinces are often overlooked by travelers, yet. Amongst Airbnb guests the region is seeing a surge in interest. Sharing a border with Malaysia and known for its nature and coastline, Narathiwat is the top trending emerging destination in the Deep South with an 87 percent increase in searches by Airbnb guests from Q1 2023 to Q1 2024.
Neighboring provinces of Pattani and Yala also saw double-digit growth from Q1 2023 to Q1 2024 while Songkhla – the gateway to the Deep South – and neighboring Phatthalung saw search growth of nearly 75 percent and approximately 50 percent respectively from Q1 2023 to Q1 2024.
Northeast emerging as a destination of interest
Famous for som tam and its archeological wonders, Thailand’s northeast is a region that hasn’t yet registered on the radar of international travelers, however, Airbnb search data suggests that is changing with destinations throughout the northeast showing significant growth in interest amongst Airbnb guests.
Kalasin province saw searches increase more than 80 percent amongst Airbnb guests from Q1 2023 to Q1 2024, closely followed by Buri Ram and Sakon Nakhon. Other notable mentions include Ubon Ratchathani, which borders Laos and Khon Kaen, the capital of the northeast – both of which have seen significant year-on-year increases in searches from Q1 2023 to Q1 2024 by Airbnb guests.
Nature and mountain destinations strike a chord with Airbnb guests
Thailand’s nature and mountainous landscapes are drawing interest amongst domestic and international travelers as they look for new travel experiences away from the major tourist centers. Mae Hong Son’s abundance of forests, mountain terrain and stunning river scenery is appealing to travelers as searches are up almost 150 percent from Q1 2023 to Q1 2024, while Phetchaburi – home of Kaeng Krachan National Park with a wide variety of flora and fauna, including wild elephants – ranked second trending emerging nature and mountain destination in Thailand by Airbnb guests from Q1 2023 to Q1 2024.
Other destinations of note include Prachuap Khiri Khan and Phang Nga in Thailand’s south, and Ubon Ratchathani – home of Thailand’s Grand Canyon (Sam Pan Bok) – in Thailand’s northeast.
Whether you’re looking for quiet beaches, nature or authentic local charm, Thailand’s diverse landscapes and rich cultural heritage offer unforgettable travel experiences. For your next travel adventure, explore Thailand’s hidden gems with Airbnb.com.
*Based on Airbnb users’ search data in Q1/ 2023 for stays in Thailand in June and July 2023 vs search data in Q1/2024 for stays in Thailand in June and July 2024.
**Thailand’s Green Season runs from May/June-October each year.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
