Thailand has secured the top position for a second consecutive year as Europe's preferred summer travel destination in Asia, with three Thai cities (Bangkok, Koh Samui, Phuket) ranking in the top 5 regional destinations. Data from Agoda's platform shows sustained interest from German, French, and Dutch travelers, reflecting Thailand's established position in European holiday routines rather than temporary trend—important for tourism-dependent SMEs and hospitality businesses across the country.