Rain or shine: Thailand’s secondary cities steal the travel spotlight

Travellers in Thailand are increasingly shifting their focus to the country’s secondary cities, especially during the rainy season.

Digital travel platform Agoda reported a significant rise in accommodation searches for these often-overlooked locales, reflecting a growing trend among domestic and international tourists eager to explore Thailand’s diverse regions.

Topping the list as the most-searched secondary city is Chanthaburi, followed by Nakhon Si Thammarat. Nakhon Nayok, in third place, has seen the highest surge in interest, with searches doubling, indicating a remarkable trend towards exploring these hidden gems. Other popular destinations include Ratchaburi and Chiang Rai. Overall, secondary cities have experienced a 23% increase in searches compared to last year, underscoring their rising popularity.

Pierre Honne, Country Director of Thailand at Agoda, commented that the interest in Thailand’s secondary cities shows a desire to delve deeper into the country’s diverse offerings.

“Our collaboration with the Tourism Authority of Thailand (TAT) to promote these destinations is indeed paying off as we see with the growing popularity of these destinations. Agoda is enthusiastic about assisting in TAT’s efforts to highlight the cultural, historical, and scenic treasures of Thailand’s secondary cities.”

International travellers are also catching on to this trend. Chiang Rai tops the list among international visitors, followed by Udon Thani, Nakhon Si Thammarat, Chanthaburi, and Trang. This surge in interest from abroad highlights the richness of Thailand’s cultural and geographical diversity, drawing global visitors in search of unique and authentic experiences, reported The Nation.

In related news, to amplify tourism revenue from lesser-known provinces and cities, the Tourism Authority of Thailand (TAT) unveiled a five-point campaign aimed at promoting 55 second-tier regions.

The initiative marks a collaborative effort involving nine ministries, the Royal Thai Police, and two additional agencies. Deputy Governor of the TAT, Somruedee Jitjong, emphasised the necessity of diversifying tourism revenue streams by targeting these often overlooked areas.