Searches for Ko Yao Noi in 2025 rose almost 50 percent as travellers look beyond hotspots, with growing interest in emerging destinations like Udon Thani

Over 90 percent of Thai travellers surveyed actively avoid crowded destinations, favouring quieter getaways

Bangkok, Thailand – Songkran is one of Thailand’s biggest travel moments and has long been synonymous with vibrant street celebrations in Bangkok, Pattaya, Phuket and Chiang Mai. But new Airbnb data reveals that while these iconic destinations remain popular, travellers are increasingly choosing to celebrate Thailand’s New Year differently by venturing beyond the usual hotspots to discover quieter, more immersive destinations across the country.

From lesser-known islands to rising regional destinations, Songkran travel is evolving into a more intentional and experience-led journey, where celebration meets exploration.

How travellers are redefining Songkran travel:

Airbnb search trends highlight key shifts in how travellers are rethinking their Songkran getaway this year:

Rising interest in lesser-known islands: Searches for stays on Ko Yao Noi (Phang Nga) by international guests have increased almost 50 percent¹ year-on-year, highlighting growing demand for quieter island destinations that offer a more relaxed alternative to traditional hotspots.

Growing appeal of emerging regional destinations: Travelers are increasingly looking beyond major cities, with rising interest amongst international guests in places like Udon Thani in the Northeast as they seek fresh, less crowded Songkran experiences.

Songkran travel is commonly a shared travel experience: Group and couple travel are the most popular travel types among international guests,² while more than half of Thai travellers planning domestic trips are travelling in groups of three or more³ – highlighting a preference for more social, shared celebrations.

A broader shift towards rural and less crowded destinations

While Airbnb search data spotlights lesser-known destinations travellers are looking to explore this Songkran, a survey commissioned by Airbnb in November 2025 points to a broader shift in how Thai travellers are choosing to explore their own country. The survey found that 89 percent of Thai travellers visited a rural or non-urban destination within Thailand in the past year, and 90 percent say they are likely to take a similar domestic trip in the next 12 months.⁴

The survey also highlights a growing desire to travel beyond crowded tourism centres. Ninety-two percent of Thai travellers said they actively avoid crowded or overtouristed destinations, with many seeking destinations that offer nature, scenery and opportunities to slow down and relax.⁴

As travellers explore more of Thailand beyond major tourism hubs, local hosts often play an important role in helping guests discover neighbourhood experiences and small businesses in the communities they visit. Ninety-six percent of guests surveyed who stayed at an Airbnb listing or similar in a rural/non-urban destination said their host shared local recommendations during their trip⁴ and those recommendations often translated directly into local spending with 98 percent of travellers surveyed saying host suggestions influenced where they spent money.⁴

Amanpreet Bajaj, Airbnb’s Country Head for Southeast Asia and India, said, “We’re seeing more travellers choosing to celebrate Songkran in new ways, looking beyond the traditional hotspots to discover destinations that offer a deeper connection to local culture and community. Lesser-known places across Thailand provide the opportunity to experience the festival more authentically, whether that’s joining neighbourhood traditions, exploring coastal towns or spending quality time together in unique Airbnb listings with friends and family.”

As travellers plan their Songkran getaways, many are choosing to combine celebration with exploration – discovering new destinations and experiencing Thailand beyond the usual festival crowds. This shift reflects a growing desire for more immersive, experience-led travel, where travellers are not only taking part in the festivities but also spending time exploring local neighbourhoods, culture and cuisine across the country.

1 Based on Airbnb internal data of searches by international guests during 2024 for stays in Thailand for 12 – 20 April, 2025, compared with searches during 2025 for stays in Thailand for 11 – 19 April, 2026.

2 Based on Airbnb internal data of searches by international guests during 2025 for stays in Thailand for 11 – 19 April, 2026.

3 Based on Airbnb internal data of searches by Thai guests during 2025 for stays in Thailand for 11 – 19 April, 2026.

4 The Beyond the Beaten Track: Unlocking Tourism Growth Across Asia Pacific report is based on a YouGov survey commissioned by Airbnb featuring 7,076 leisure travellers aged 18+ across Australia, India, Indonesia, Japan, Malaysia, New Zealand, South Korea and Thailand conducted in November 2025.