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Agoda reveals rising popularity of Thailand’s secondary cities

Bangkok, Thailand

Agoda reports increased searches for Thailand’s secondary cities like Chanthaburi and Nakhon Si Thammarat, especially during the rainy season.

BANGKOK, THAILAND – Travelers in Thailand are increasingly turning their attention to the country’s secondary cities, particularly during the verdant rainy season. Digital travel platform Agoda has observed an increase in accommodation searches for traditionally less traveled but charming locales, underscoring a growing trend among Thais towards exploring more diverse regions.

Thailand secondary cities

Leading the pack as the most-searched destination on Agoda among secondary cities is Chanthaburi, followed by Nakhon Si Thammarat, Nakhon Nayok in third, Ratchaburi, and Chiang Rai. These secondary cities offer a kaleidoscope of experiences, from natural landscapes to local culinary delights.

Secondary cities overall saw a 23% growth in searches compared to 2023, highlighting their growing popularity. While all five destinations experienced search growth, Nakhon Nayok, which clinched the third spot, noted the highest increase with double the number of searches. This upward trend underscores the expanding appeal of these regions as travelers seek out unique and enriching experiences beyond the usual tourist hotspots.

Pierre Honne, Country Director of Thailand at Agoda, stated, “The interest in Thailand’s secondary cities shows a desire to delve deeper into the country’s diverse offerings. Our collaboration with the Tourism Authority of Thailand (TAT) to promote these destinations is indeed paying off as we see with the growing popularity of these destinations. Agoda is enthusiastic about assisting in TAT’s efforts to highlight the cultural, historical, and scenic treasures of Thailand’s secondary cities.”

Mirroring the domestic interest, the lure of Thailand’s secondary cities is also reflected internationally, with inbound accommodation searches seeing an upward trend. Chiang Rai tops the secondary city rank among international visitors, followed by Udon Thani, Nakhon Si Thammarat, Chanthaburi, and Trang. The popularity of these destinations highlights the richness of Thailand’s cultural and geographical diversity, attracting global visitors in pursuit of authentic and distinct experiences.

With a vast selection of accommodation options, from hidden resorts to quaint guesthouses, Agoda simplifies the journey for travelers seeking the allure of Thailand during the rainy season. The platform’s integrated offerings, encompassing everything from stay to play, enrich experiences for both domestic and international travelers, making the full spectrum of Thai locales accessible to all.

Co-Founder & Managing Editor - TravelDailyNews Media Network

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.