APAC guests drive surge in travel to Chiang Mai

The importance of Asia-Pacific countries for Thai tourism is clear in the latest data from Airbnb which looks at Chiang Mai and shows an increase in travel interest to the northern province. Having experienced floods in October 2024, Chiang Mai is seeing a rebound and Airbnb data shows that the province’s appeal remains strong among both Thai and international visitors.

Airbnb data shows a surge in Chiang Mai’s popularity, led by Korea in 2024. With increased direct flight connections between major cities in Korea and Chiang Mai, nights booked by Korean guests on Airbnb increased almost 50 percent year on year¹, propelling Korea to be the top inbound market for Chiang Mai², followed by China, United States, United Kingdom, Germany, Australia, Canada, and France.

Chiang Mai sees cooler temperatures between November and February – making the destination a popular choice amongst travelers during this time of year. Compared to a similar time period in 2023, Airbnb data from July – September 2024 showed notable increases in Chiang Mai interest from Indian and Japanese guests, where searches increased by approximately 90 percent and Australian guests (over 80 percent).⁴ Based on an increase in searches for 2025 trip dates compared to 2024, Chiang Mai is also predicted to be amongst the top 25 trending destinations in 2025 on Airbnb, globally⁵.

“The city’s charm lies in its seamless blend of tradition and modernity. While Chiang Mai is clearly popular amongst APAC, Europe and US guests, it’s interesting to see that Korean guests on Airbnb are leading the way in rediscovering this beautiful northern Thai gem. With increasing connectivity, unique cultural experiences and a diverse range of accommodations available on Airbnb, Chiang Mai has become a must-visit for travelers seeking authenticity and adventure,” said Amanpreet Bajaj, Country Head, India and Southeast Asia.

Changing demographics and tastes

Home to Thailand’s highest mountain peak Doi Inthanon, Chiang Mai is famous for its nature, crafts and creativity, local cuisine and its northern “Lanna” culture. And as the “Rose of the North” evolves, a burgeoning upscale scene is emerging – one of wellness, Michelin Guide restaurants and pool villa stays that are appealing to a new breed of traveler who values unique and memorable experiences.

Airbnb data shows that while Chiang Mai’s nature stays continue to resonate with travelers, more glamorous pool and golfing stays are also appealing. The most booked Airbnb Categories in Chiang Mai from 1 January to 30 September 2024⁶ were:

• National Parks
• Amazing Pools
• Golfing
• Tropical
• Amazing Views

In addition, Airbnb data shows that a new generation of travelers are seeking out local, authentic travel experiences and are driving travel interest in Chiang Mai. Combined, Millennials and Gen Z guests account for almost 70 percent of all Chiang Mai bookings on Airbnb in the first three quarters of 2024³, underscoring the popularity of this northern province and its alluring appeal of adventure, creativity, culture and cuisine.

With its growing reputation among global travelers and increasing number of direct international flights, Chiang Mai is reshaping its appeal to broader traveler types. Whether you’re a solo traveler seeking adventure, a family looking to reconnect, or a group of friends drawn to its vibrant energy, Chiang Mai is a destination for everyone’s bucket list.

Kickstart your journey and discover Chiang Mai with Airbnb here: th.airbnb.com.