Japan topped the list, based on Agoda’s booking data for the first half of this year.

Thailand has long been a top favorite destination of foreign tourists, with many praising the cheap airfares, high-quality tourism services and friendliness. Some said they have returned to visit Thailand more than 10 times.

However, safety concerns following the kidnapping of Chinese actor Xing Xing in January and border tension with Cambodia that escalated into deadly clashes last month have put Thailand in a prolonged crisis that already dampened the tourism industry.

Foreign tourist arrivals to Thailand dropped 6.56% year-on-year to 19.57 million in the first seven months of 2025, according to the country’s Ministry of Tourism and Sports.

Vietnam and Malaysia have become rising stars in Southeast Asia.

Malaysia recorded 16.9 million international tourist arrivals from January to May, becoming the most visited destination in the region.

In the first seven months of the year, Vietnam welcomed a record of more than 12 million foreign visitors, an increase of nearly 23% over the same period last year.

According to Agoda, Thailand’s Bangkok, home to golden pagodas, joined a list of Asian cities that attract the most return visitors along with Vietnam’s Da Nang, Indonesia’s Bali and Hong Kong.