Backed by the travel behavior of more than 217 million users worldwide, Trip.com Group’s latest Trip.Best insights place Thailand firmly at the forefront of global tourism, while offering an early glimpse into how luxury, experience-led travel is evolving in 2026.
Bangkok recently played host to the first-ever Thai edition of “2026 Trip.Best Thailand Unpacked: Travel Trends and New Travel Solutions,” as Trip.com Group gathered leaders from across the travel industry at Lumphini Grand Hall, Grande Centre Point Lumphini. The event marked the local debut of the 2026 Trip.Best rankings, a data-driven snapshot of where the world is travelling, how travellers are choosing to spend, and why Thailand continues to command such an enviable position on the global stage.
Drawn from the real-world behaviour of more than 217 million Trip.Best users across the globe, the latest rankings span an impressive spectrum of travel inspiration, from 1,515 award-winning hotels and 852 natural attractions to 403 nightlife venues, 422 restaurants and 288 top destinations worldwide. Covering more than 30 travel themes across the Global 100, Asia 100, Europe 100, Americas 100 and China 100 lists, the guide is designed to be both expansive and highly practical, offering travellers a polished roadmap to the world’s most compelling places and experiences.
For Thailand, the results were particularly striking. The Kingdom emerged as Southeast Asia’s clear standout across nearly every major category, accounting for one-third of the region’s Global 100 Must-Visit Destinations, more than half of its Global 50 Family-Friendly Destinations, and 50 percent of its leading islands and beach escapes. Thailand also claimed commanding shares in accommodation, nightlife, dining and experiences, reinforcing its appeal not merely as a holiday favourite, but as one of the most complete luxury and lifestyle destinations in the region. Booking performance reflected that momentum, with Thai hotel bookings through Trip.Best rising 24 percent in 2025, while daily gross merchandise value from Trip.Best selections surged 67 percent during Songkran.
The event also offered an intriguing look at the Thai traveller abroad. Outbound bookings by Thais for 2026 have climbed by more than 80 percent, with China leading demand, followed by Japan and Vietnam. Shanghai, Chengdu, Tokyo and Da Nang emerged among the most searched cities, while accommodation preferences revealed a growing appetite for thematic stays, nature views, curated four-star properties and luxury hotels.
To meet these changing expectations, Trip.Best also introduced three market-specific initiatives for Thailand: a new Reviewer Program for loyalty members, the Black Diamond Tasting Privilege for premium dining experiences in 71 global cities, and a Thailand edition of its Top Experiences Ranking, spotlighting immersive local moments such as Songkran, Thai cooking classes, traditional dress experiences in Bangkok and Chiang Mai’s Jungle Flight.
Timed with the Thai New Year, the brand is further celebrating with a “Double the Happiness” Songkran campaign, pairing significant hotel and attraction discounts with social-media engagement and rewards, underscoring a simple truth: in the global imagination, Thailand’s allure remains stronger than ever.
As global travellers become ever more discerning, seeking journeys shaped by authenticity, ease and memorable experiences, Thailand’s enduring appeal feels more relevant than ever. With Trip.Best’s latest insights placing the Kingdom at the forefront of regional travel across so many categories, the message is clear: Thailand is not simply keeping pace with the future of travel, it is helping define it.