Bangkok, Pattaya, Phuket, Hat Yai, and Chiang Mai See New Songkran 2025 Travel Boom Led by Malaysia, Hong Kong, and Indonesia - Travel And Tour World (2025)

Monday, April 7, 2025

As the countdown to Thailand’s vibrant Songkran festival begins, international travelers have already signaled their intentions loud and clear. Bangkok, Pattaya, Phuket, Hat Yai, and Chiang Mai are gearing up for a massive tourism surge this April as Songkran 2025 ignites global interest. Travelers from Malaysia, Hong Kong, and Indonesia are leading the charge, drawn to Thailand’s iconic New Year celebrations filled with festive water fights, cultural parades, and street parties.

While these nations lead in search volume, Chinese travelers and tourism stakeholders are paying close attention. Why? Because Songkran isn’t just a festival—it’s a thermometer for regional travel recovery, demand trends, and cross-border tourism readiness. For China’s travel industry, Songkran serves as a key case study in how post-pandemic cultural events are drawing short-haul travelers back in large numbers.

From Southeast Asia with love: A shift in short-haul travel dynamics

Agoda’s insights indicate that Malaysia tops the list of source markets showing keen interest in celebrating Songkran in Thailand. Closely behind are travelers from Hong Kong SAR and Indonesia, suggesting a strong appetite among neighboring countries for experiential, cultural tourism. South Korea and the Philippines round out the top five.

This movement, while geographically centered in Southeast Asia, is of strategic importance to China’s tourism industry. These travel behaviors reflect a clear pivot toward regional, festival-based travel, underpinned by affordable air connectivity, digital booking platforms, and flexible visa regimes. China, still recalibrating its own outbound tourism systems, can observe this as a signal of where regional attention is flowing—and how to reenter the game competitively.

A festival of water and wonder: Songkran’s irresistible appeal

Songkran, Thailand’s traditional New Year celebration, is internationally renowned for its festive atmosphere and city-wide water fights. Streets transform into playful battlegrounds where locals and tourists engage in soaking rituals that symbolize renewal and joy. For global travelers, this is more than just a cultural event—it’s a travel milestone.

Agoda confirmed that five Thai cities have emerged as the top hotspots for Songkran travelers this year:

• Bangkok: The cultural and commercial heart of the festivities.
• Pattaya: Known for its beaches and extended Songkran parties.
• Phuket: A beach-lover’s paradise doubling as a festive playground.
• Hat Yai: A southern gem with strong Malaysian tourist ties.
• Chiang Mai: Famous for traditional Lanna-style Songkran celebrations.

Each destination offers a unique take on Songkran, from massive water battles and religious ceremonies to music festivals and cultural processions.

Bangkok leads the celebration with mega-festivals

In the Thai capital, Songkran 2025 will be nothing short of spectacular. The Maha Songkran World Water Festival 2025, orchestrated by the Tourism Authority of Thailand (TAT), is set to headline the celebration calendar. Alongside it, the Siam Songkran Music Festival will bring together world-renowned artists and DJs, transforming Bangkok into a stage for sound, lights, and immersive joy.

These signature events serve as magnets not only for regional tourists but also for global media coverage. The visibility Thailand gains through Songkran’s multi-platform promotion boosts its tourism brand value, something China’s tourism bodies may find worth replicating as they prepare for events like the Harbin Ice Festival or Qingming travel trends.

Agoda steps up with digital support for international travelers

Akaporn Rodkong, Country Director for Thailand at Agoda, noted that the excitement leading up to Songkran is reflected in the diversity of countries showing high travel intent. He highlighted how Agoda is working to support international tourists with deals on flights, accommodations, and activities during this high-demand period.

Rodkong’s remarks emphasized the essential role of seamless digital platforms in shaping today’s tourism flows. For China—where superapps like Ctrip and Fliggy dominate—Songkran’s cross-border booking trends reinforce the need for frictionless tech, real-time inventory, and competitive pricing to keep pace with regional competitors.

China’s tourism industry eyes patterns and possibilities

Although Chinese tourists are not yet leading Songkran travel numbers this year, the country’s tourism industry is closely monitoring these shifts. With recent improvements in outbound travel policies and rising public confidence in short-haul international trips, Thailand could see a Chinese surge by 2026 if supportive air routes and promotional campaigns are expanded.

Industry observers in China have taken note of three clear implications:

• Festivals drive demand: Cultural experiences are now a primary motivator, not just sightseeing.
• Short-haul is strategic: Regional proximity means easier travel decisions and repeat visits.
• Mobile-first is essential: Platforms like Agoda are setting the bar for mobile UX, convenience, and last-minute booking capabilities.

Thailand’s success in capturing regional interest for Songkran may also influence China’s tourism marketing as it begins to re-engage outbound tourists and seeks to revive lost ground in Southeast Asia’s competitive travel space.

Ripple effects on global travel and regional tourism integration

The surge in bookings to Thailand for Songkran doesn’t just represent a win for Thai tourism—it also showcases the power of cultural events to anchor international tourism strategies. Countries across Asia, including China, are watching closely as this model illustrates how regional festivals can catalyze tourism recovery and increase traveler confidence.

For the broader global travel landscape, the Songkran trend underscores a few key lessons:

• Short-haul and intra-regional travel will remain the dominant form of international movement in 2025.
• Cultural festivals are emerging as key content for tourism marketing, replacing traditional destination ads.
• Flexible and digital-first platforms like Agoda are setting new traveler expectations that legacy tourism systems must adapt to.

Looking ahead: The Songkran model as inspiration

While Songkran 2025 may not yet include Chinese tourists in its top five source markets, the trends unfolding around this festival could soon reshape China’s outbound strategy. If Thailand can attract massive international attention through water fights, music, and cultural showcases, then China—with its own deep cultural calendar—can build immersive experiences that speak to the same modern traveler psyche.

From cherry blossom season in Yunnan to dragon boat races in Hangzhou, there are many opportunities for Chinese tourism officials to harness cultural heritage as a magnet for both domestic and outbound inspiration.

China’s travel sector reflects, responds, and repositions

As Southeast Asian travelers flood Thailand for Songkran, China’s tourism stakeholders are entering a phase of recalibration. The Qingming Festival, held just days before Songkran, showed a rise in older domestic tourists exploring cities like Beijing and Luoyang. This parallel seasonal pattern—Songkran drawing international crowds while Qingming reawakens local ones—provides a moment for comparison and strategic alignment.

With the right mix of cultural storytelling, regional promotion, and tech-powered engagement, China has the potential to reassert its presence in regional travel flows. Songkran 2025 may be Thailand’s party, but China is definitely watching—and learning.