Domestic travel, wellness and AI lead the way, Agoda survey finds
The 2026 Travel Outlook Report by the digital travel platform Agoda reveals a shift in Thai travel trends, with domestic journeys taking centre stage. The focus is no longer solely on where to go, but on how to make the most of their time.
Travellers are embracing shorter, more flexible trips, while prioritising relaxation, wellness and culinary experiences. 2026 will be about small yet meaningful escapes that refresh both body and mind, within the familiar yet endlessly captivating landscapes of Thailand.
The findings, derived from a survey of Asian travellers, reveal technology is quietly reshaping the travel landscape, with artificial intelligence (AI) emerging as a trusted tool for trip planning.
Early adoption hints at a future where AI helps create more personalised, seamless and enjoyable travel experiences, shaping the way Thais discover new destinations.
These emerging patterns point to AI becoming a complementary tool that enhances decision-making during the planning process, supporting travellers with more organised, efficient and tailored trip preparation.
“Thai travellers are increasingly seeking experiences domestically that blend relaxation, wellness and authentic local culture,” said Akaporn Rodkong, country director for Thailand at Agoda.
“At Agoda, we understand that a trip is more than just a getaway — travellers want meaningful experiences that nourish the body, mind and soul.”
Thais are among the most likely within Asia to travel domestically in 2026, following just behind those in Japan.
The survey revealed two-thirds of Thai travellers are expected to explore more within Thailand next year, highlighting the growing allure of domestic destinations.
Furthermore, 56% of respondents anticipate taking short breaks of just 1-3 days, reflecting the rise of micro-travel. From the energy of big, busy cities to the charm of small towns and coastal villages, travellers are venturing beyond the usual hotspots, even for short weekend escapes.
Thai travellers are choosing to travel for three main reasons: relaxation, wellness and health, and culinary experiences.
While relaxation remains the top priority, offering a chance to unwind and recharge, wellness and health follow closely, with travellers seeking journeys that nurture both body and mind, from spa retreats in tranquil countryside resorts to mindfulness and meditation programmes in natural settings.
Culinary experiences rank third, climbing the ranks from sixth place last year, placing food at the heart of domestic exploration. From savouring Chiang Mai’s khao soi and Ayutthaya’s river prawns to sampling local fruits such as mangosteen, durian or longan, travellers are discovering authentic flavours while immersing themselves in local cooking, night markets, and regional food culture.
Only 31% of Thai travellers utilise AI for trip planning, but plans for future travel indicate 69% of Thai travellers are likely to incorporate AI into their planning.
In addition, 57% said they trust information generated by AI.
Thai travellers are increasingly exploring how AI can support tasks such as discovering new places, navigating language barriers and organising key trip logistics.
Around 30% of respondents expect to use AI for practical functions such as searching for accommodations, finding local attractions and translating languages, highlighting AI’s emerging role as a helpful, everyday companion that enhances more organised and well-prepared travel planning.
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