Thais Continue Traveling in Full Swing! Klook Reveals More Than 52% of Thai Travelers Book Trips Inspired by Social Media Content

Driving a Social-First Strategy with the Launch of “KREATORVERSE SEA”

Connecting the Digital World to Real-Life Travel Experiences

Klook, Asia’s leading travel and experiences booking platform, has revealed findings from its annual Klook Travel Pulse 2026 survey, highlighting that more than 52% of Thai travelers decide to book trips based on inspiration from social media content.

The survey also found that during Q1/2026, travel bookings by Thai users increased by 54% year-on-year (YoY). The top five destinations among Thai travelers were Japan, China, Hong Kong, Singapore, and Switzerland, respectively.

This trend aligns with travel behavior across Southeast Asia, where more than 80% — or four out of five travelers — are influenced primarily by social media content when planning their trips.

To capitalize on these changing travel behaviors and reinforce its position as a digital travel leader, Klook has launched its major regional initiative, “KREATORVERSE Southeast Asia (SEA),” strengthening its Social-First strategy by bringing together more than 100 content creators to explore multiple cities across mainland China and seamlessly connect digital inspiration with real-world travel experiences.

“China Fever”: China Emerges as a Dream Destination for Southeast Asian Travelers

Based on travel data collected in early 2026, Klook found that China is rapidly becoming the number one dream destination for Southeast Asian travelers, with travel demand surging by 134.1% compared to the previous year.

The growth is driven largely by visa facilitation policies and modern infrastructure that appeal strongly to younger travelers.

Insights from the survey indicate that 30% of Southeast Asian travelers plan to visit China at least once in 2026. Interestingly, travel preferences are shifting away from traditional history-focused tourism toward immersive aesthetic and lifestyle experiences centered around cityscapes, atmosphere, and visually engaging destinations.

Today’s travelers are no longer seeking only iconic landmarks — they are searching for “photo spots,” “hidden cafés,” and highly personalized local experiences.

Trending travel activities in China on the Klook platform include:

Riding pillion on big bikes in Chongqing and traditional Chinese costume photography experiences, both of which are rapidly gaining popularity on social media

Taking high-speed rail journeys to world-famous attractions such as Shanghai Disneyland and Universal Beijing Resort

Staying at unique themed hotels such as Toy Story Hotel and Zhuhai Chimelong

Scenic travel experiences focused on city views, nightscapes, and photogenic locations

Lifestyle-focused exploration activities, including café hopping in Guiyang and food tours in Chongqing

KREATORVERSE SEA: The Power of 100 Creators Turning “Virality” into Bookings

To respond to these evolving traveler behaviors, Klook launched KREATORVERSE SEA, a regional campaign featuring more than 100 top influencers and content creators from five key countries: Thailand, Malaysia, Indonesia, Singapore, and Vietnam.

The creators embarked on an eight-day immersive journey through major economic and cultural cities in China, including Beijing and Shanghai.

The campaign’s key objective is to produce real-time social media content designed to resonate with platform algorithms by showcasing authentic, bookable travel experiences and memorable moments.

Featured activities include:

• Visiting the Great Wall of China at Mutianyu
• Exploring the Forbidden City
• Experiencing the Beijing–Shanghai high-speed railway
• Enjoying the fantasy world of Shanghai Disneyland
• Discovering hidden neighborhoods and local culture in Shanghai
• Special day trips to Suzhou

At the 2026 KREATORVERSE Awards ceremony, Thai content creator “Fon” from the channel Rainyjourney, winner of Thailand Kreator of the Year 2026, shared her thoughts:

“What started as a childhood dream — to travel while making a living — slowly became reality. Even when my editing skills weren’t great, I kept creating content, eventually making thousands of clips. I never wanted to stop because I truly enjoy exploring new places and trying things I once feared. This journey has always had Klook alongside me, and I’m incredibly honored and grateful to receive this award.”

She concluded: “This award is only a small beginning because I believe we can go even further.”

Social-First Strategy and the New Definition of Experience Booking

Sarah Wan, General Manager for Indonesia, Malaysia, Singapore, and Thailand at Klook, said: “In an age of overwhelming information, what travelers truly seek is authenticity from creators they trust. We’ve found that even a single photo or a 15-second video can instantly inspire someone to book a trip. Klook is no longer just a platform selling attraction tickets — we are building an ecosystem that connects inspiration with seamless booking experiences at users’ fingertips.”

Klook’s Social-First strategy also includes the continued development of the Klook Kreator program, which has grown into one of the strongest travel creator networks in the region, empowering creators to generate income while inspiring others to travel.

The launch of KREATORVERSE SEA reflects Klook’s commitment to leading travel innovation by harnessing the power of social media and empowering travelers across Southeast Asia — including Thai travelers — to confidently explore the world once again.

About Klook

Klook is Asia’s leading travel and experiences platform, offering bookings for attractions, tours, transportation, and accommodations worldwide. Founded in 2014, Klook aims to inspire and enrich travelers around the globe through unforgettable travel experiences.