Reading Time: 4 minutes

Airbnb data reveals a rising trend as travelers seek Thailand’s serene nature and mountainous retreats, with destinations like Mae Hong Son and Phetchaburi leading the way.

Many international travelers are venturing into less explored areas, with a growing interest in Thailand’s hidden gems, as reported by Airbnb’s recent statistics. Regions like the Northeast and the Deep South, along with serene natural retreats, mountain hideaways, and secluded beach spots, are gaining popularity. According to Airbnb’s search metrics, these are the Thai locations gaining global attention.

Leading the pack is Mae Hong Son in Northern Thailand, where search activity has soared by approximately 150% year-over-year for the first quarter of this year compared to the same period in 2023. The area’s appeal is largely attributed to the attractions in the Pai district, where visitors are enchanted by its natural beauty, cultural richness, and recreational offerings.

Trang, located in southern Thailand, follows closely with a remarkable 140% increase in searches. It’s succeeded by the central province of Ayutthaya and the coastal province of Satun near the Malaysian border, with Phetchaburi completing the top five trending destinations.

“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 make the most of Thailand’s Green Season and plan for the upcoming high season and year-end trips, here’s a look at some of the leading travel trends and best-kept secrets in Thailand, as highlighted by Airbnb.

While classic beach locales like Phuket, Samui, Krabi, and Chonburi continue to draw Airbnb travelers globally, there’s a noticeable shift towards discovering hidden beach havens.

Trang is emerging as a favorite, boasting 46 islands including Kradan Island, recently acclaimed as the world’s top beach by World Beach Guide 2023 and featured in a renowned dinosaur-themed movie. It leads as the most sought-after new beach destination in Thailand among Airbnb users, with searches up nearly 143% from Q1 2023 to Q1 2024. Following Trang is the adjacent province of Satun, recognized as a UNESCO Global Geopark and host to numerous islands including Thailand’s second marine national park, marking it as the second-leading emerging beach spot during the same period. Phang Nga, along with Trang and Satun, highlights the Andaman Coast’s allure, while other trending spots stretch from Trat down to Songkhla along Thailand’s Gulf coast.

Thailand’s Deep South is experiencing a cultural renaissance, attracting more attention from travelers who previously may have bypassed this richly diverse region. As a neighbor to Malaysia, known for its stunning natural landscapes and coastal beauty, Narathiwat leads as the fastest-growing destination within this area, witnessing an 87 percent surge in Airbnb searches from Q1 2023 to Q1 2024.

Adjacent provinces like Pattani and Yala are also gaining popularity, each showing significant double-digit increases in searches during the same period. Songkhla, serving as the primary entry point to the Deep South, alongside its neighbor Phatthalung, has seen search increases of nearly 75 percent and about 50 percent, respectively, demonstrating a growing curiosity and appreciation for the region’s hidden gems.

Thailand’s northeast, known for its delicious som tam and archaeological treasures, is slowly emerging on the international travel scene. Recent Airbnb data indicates a growing interest in this region, with significant upticks in search activity.

Kalasin province leads this trend with an over 80 percent increase in searches from Airbnb guests between Q1 2023 and Q1 2024. Buri Ram and Sakon Nakhon are also catching the eye of travelers, showing similar upward trends. Noteworthy too are Ubon Ratchathani, which shares a border with Laos, and Khon Kaen, the region’s capital. Both have experienced substantial year-over-year growth in searches, underscoring a rising curiosity and enthusiasm for exploring the northeast’s unique cultural and historical landscape.

Thailand’s natural and mountainous terrains are captivating both domestic and international visitors who seek fresh travel experiences beyond the well-trodden tourist hubs. Mae Hong Son, with its lush forests, rugged mountain landscapes, and picturesque river vistas, is seeing a significant spike in interest, with searches increasing nearly 150 percent from Q1 2023 to Q1 2024. Phetchaburi, featuring the expansive Kaeng Krachan National Park known for its diverse flora and fauna, including wild elephants, is the second most popular emerging nature and mountain destination according to Airbnb data.

Other noteworthy locations include Prachuap Khiri Khan and Phang Nga in the south, and Ubon Ratchathani in the northeast, home to Thailand’s Grand Canyon (Sam Pan Bok). Whether visitors are drawn to serene beaches, rich natural settings, or genuine local allure, Thailand’s varied landscapes and deep cultural roots provide a range of memorable travel opportunities.