Once centered on sightseeing and souvenirs, travel trends are now being shaped by pop culture and live entertainment. According to Agoda, major concerts and festivals are driving a surge in both international and domestic travel interest across Thailand.

The highly anticipated Blackpink concerts in Bangkok, from October 24–26, have already boosted hotel searches by 18% among international travelers compared with two weeks earlier. Interest has spiked particularly in Vietnam (266%), Malaysia (107%), and Taiwan (19%)—likely due to the group’s absence from Malaysia and Vietnam’s 2025 tour lineup and the strong fandom of Thai-born member Lisa, which also fuelled a 130% jump in local accommodation searches.

Next in line is Rolling Loud Thailand, returning to Legend Siam, Pattaya (Nov 14–16). Despite unconfirmed headliners, hotel searches have increased by 36%, led by travelers from South Korea, Japan, and Taiwan. Similarly, the Wonderfruit Festival (Dec 11–15) continues to attract global audiences, with international searches for stays in Pattaya and Chon Buri up by 10%, especially from South Korea, the Philippines, and Singapore.

Celebrated for its fusion of art, music, nature, and sustainability, Wonderfruit offers a vibrant open-air experience with wellness programs, cultural workshops, and farm-to-table dining.

Akaporn Rodkong, Agoda’s Country Director for Thailand, noted that world-class events are helping position Thailand as a leading global travel hub. Agoda, he added, remains focused on making travel more accessible and affordable while connecting visitors to unique cultural experiences.