Tourism

With Japan’s tourism industry surging to unprecedented levels—welcoming a record 14.4 million visitors in the first four months of 2025 alone according to The Japan Times—travelers from around the world continue to flock to the Land of the Rising Sun for its iconic cherry blossoms, culinary delights, and historic temples. As global wanderers pack famous locales like Tokyo’s Tsukiji Market and Kyoto’s bamboo groves, a growing number of tourists are seeking alternatives to crowded sites. Recent travel experiences and expert observations indicate that Japan’s centuries-old gardens offer a practical and affordable solution for those longing for genuine immersion and tranquility amid surging tourist numbers (The Japan Times).

For many Thai travelers seeking a more rewarding and memorable journey, new insights from an experienced travel advisor are shining a spotlight on how to transform typical trips into deeply fulfilling adventures. Drawing from over two decades of specialized experience, recent findings published by a leading travel consultant reveal a refined formula for itinerary planning that balances novelty, comfort, and authentic local engagement, offering timely guidance as global tourism rebounds post-pandemic (Yahoo Lifestyle).

A veteran travel editor shares a refined approach to itineraries that balance novelty, comfort, and meaningful local engagement for Thai readers. Drawing on more than two decades in the field, the guidance helps travelers plan journeys that feel purposeful as global tourism rebounds and Thais seek richer experiences at home and abroad.

Memorable travel goes beyond ticking landmarks. The emphasis is on contrast, flexibility, and authentic interactions at every stop. As Thailand reopens and domestic travelers resume international trips, these ideas help avoid surface-level sightseeing and foster deeper connections with communities.

Bhutan has emerged as a global leader in tech-savvy tourism by launching the world’s first nationwide, government-backed crypto payment system, aiming to fundamentally reshape the visitor experience in this Himalayan kingdom. As of May 2025, nearly every aspect of a traveler’s stay in Bhutan – from visa fees and flights, to hotels, meals, and even entry into centuries-old dzongs – can now be paid for with digital currencies like Bitcoin via a seamless service jointly launched by Binance Pay and Bhutan’s state-owned DK Bank, as detailed in a recent SCMP exclusive.

Bhutan is redefining travel payments with a government-backed crypto system. By May 2025, visitors could pay for visas, flights, hotels, meals, and dzong entries using digital currencies like Bitcoin. The service is developed by Binance Pay in collaboration with Bhutan’s state-owned DK Bank. This marks a bold shift in how tourism finances are managed in the Himalayan kingdom.

For Thailand and the wider Southeast Asian region, Bhutan’s approach shows how technology and finance reshape travel. Governments compete to attract tech-savvy visitors while supporting economic recovery after the pandemic. Bhutan’s model demonstrates that a strong payment ecosystem can drive growth without compromising cultural and environmental priorities.

Italy remains a dream destination for Thai travelers, renowned for ancient ruins, art-filled piazzas, and unforgettable cuisine. In 2025, visitors are urged to go beyond the basics and experience life as locals do. A fresh guide offers authentic, insider experiences tailored for Thai readers planning summer getaways.

Data from leading tourism firms underscores Italy’s enduring appeal. Nearly 80 million international visitors arrived last year, highlighting Italy as a top European destination. Thai travelers will find clear parallels: history, culture, and everyday life blend to create meaningful journeys beyond crowds and selfies.

Italy has always been a dream destination for Thais, beckoning with its timeless ruins, art-filled piazzas, and legendary cuisine. Yet, in 2025, travellers are urged to go beyond the typical tourist fare and immerse themselves in the country as locals do. A recent BBC Travel article highlights expert insights and insider tips, offering Thais new ways to unlock authentic Italian experiences during their summer holidays.

Thailand, with its vibrant tourism sector, can relate to Italy’s ever-growing popularity. According to a study by Price Waterhouse Cooper and the United States Tour Operators Association, Italy ranks as the top destination for American travellers in 2024 and 2025—a testament to its enduring allure. Each year, Italy welcomes nearly 80 million international visitors, its cities and villages transformed into living museums reflecting centuries of Etruscan, Roman, and Byzantine history. Even as crowds flock to the Mediterranean’s pastel coastlines and Renaissance gems, locals insist that Italy remains a place of deep emotion and transformation, rather than mere sightseeing.

Experience-based tourism has taken center stage in Japan’s ongoing efforts to boost inbound travel spending, as foreign visitors are increasingly shifting their expenditure from luxury shopping to meaningful, immersive activities. According to the latest analysis reported by The Japan Times, Japan’s inbound tourism numbers soared to a record 21,518,100 in the first half of 2025, reaching the 20-million milestone in just six months—a feat unprecedented in the country’s history (Japan Times). Yet, despite this remarkable surge, the spending habits of international tourists are evolving, with a marked decline in purchases of high-end goods and a corresponding rise in demand for authentic, hands-on travel experiences.

Experiential travel is reshaping inbound tourism. Visitors are spending less on luxury shopping and more on immersive, meaningful activities. Inbound arrivals to Japan reached a record 21.5 million in the first half of 2025, signaling a six-month milestone well ahead of expectations. Analysts note a clear shift: high-end purchases are down while demand grows for authentic, hands-on experiences such as cultural workshops, local food tastings, and nature-based adventures.

For Thai readers and the wider Southeast Asian travel scene, Japan’s approach offers timely lessons. Thailand, known for hospitality and vibrant culture, is already seeing a similar shift. Industry bodies and tour operators report that modern travelers—especially Gen Z and Millennials—seek deeper engagement with local traditions, cuisine, ecology, and community life. Insights from the Thailand Tourism Forum 2025 point to rising interest in wellness retreats, culinary trips, village homestays, and creative workshops.

A recent travel study and social chatter converge on a common pitfall: oversize luggage can mar the European experience. For Thai travelers, understanding local expectations helps shape smoother journeys and deeper cultural engagement across Europe.

In cities like Vienna and beyond, bulky bags can draw puzzled looks and complicate navigation through narrow lanes, cobblestones, and historic facades. A viral video has highlighted three practical challenges for travelers with heavy luggage: few elevators in older buildings, cobblestones that hinder wheeled bags, and the tight spaces of heritage architecture with narrow doors and winding staircases. This is more than inconvenience; it can affect comfort and immersion in Europe’s historic centers.

Recent travel research and social media trends converge in highlighting a common, yet often overlooked, mistake made by American tourists in Europe: overpacking and bringing oversized suitcases. The issue, brought into focus by a widely shared Travel + Leisure article, underscores not only logistical challenges but also cultural differences that set travelers from the United States apart in the eyes of Europeans.

For tourists from Thailand, who are themselves part of a vibrant and ever-growing international travel community, understanding the pitfalls of overpacking is crucial, especially as more Thai travelers embark on multi-country tours through Europe. These lessons resonate in our interconnected world, where social media shapes travel norms and etiquette.

A groundbreaking new study has shed light on the forces behind adventure tourism, revealing that thrill-seeking activities like whitewater rafting are not just about fun—they’re profoundly tied to self-expression and cultural identity. The research, published in Humanities and Social Sciences Communications, dissects the complex web of motivations propelling travelers to engage in adventure sports and uncovers fresh perspectives crucial for Thailand’s evolving tourism sector (Nature.com).

As global competition for tourists intensifies, understanding the real reasons behind adventure travel has never been more important. For Thailand, which boasts everything from wild rivers in the North to tropical climbing havens in the South, the new findings offer valuable insights that could fuel market growth and shape sustainable, culturally relevant tourism strategies.

As sustainable tourism grows more popular worldwide, many Thai travellers are asking the same pressing question as jet-setters across the globe: how can we make sure our trips genuinely help the planet and local people, rather than just succumbing to “greenwashing” marketing? The latest research published on The Conversation (July 18, 2025) reveals that while terms such as “eco”, “sustainable”, and “green” are splashed liberally throughout holiday brochures, more than half of these green claims are vague, misleading or unproven – and nearly as many certification labels lack meaningful verification (The Conversation). This growing confusion highlights the urgent need for Thai tourists to look past superficial eco-labels and make smarter, more responsible choices when booking domestic or overseas holidays.

Sustainable travel is on the rise, but Thai travelers are asking how to ensure trips truly benefit people and the planet. A July 2025 Conversation piece shows many eco-claims in brochures are vague and some certifications lack verification. This creates confusion for domestic getaways and international trips alike.

Greenwashing is not limited to the West. Thai travelers planning a beach holiday in Ko Samui, a hill trek in Chiang Rai, or a family trip to Japan and Europe may encounter similar pitfalls. Post-pandemic tourism rebounds in Thailand have been supported by sustainability campaigns from airlines, hotels, and tour operators. Yet research highlights that more than half of so-called green claims are unsubstantiated or misleading. Data from EU sustainability studies echo this warning, underscoring the risk that credible eco-initiatives are crowded out by marketing.

A new study shows adventure travel is driven more by self-expression and cultural identity than mere thrill. Published in Humanities and Social Sciences Communications, the research analyzes why travelers seek adventure sports and what this means for Thailand’s evolving tourism strategy. International researchers emphasize that inner motivations often outweigh external attractions in the decision to book adventures.

As Thailand aims to capture a larger share of global visitors, the findings offer practical guidance. From northern river rapids to southern rock faces, the country offers a diverse range of adventure options. The study’s insights can help shape sustainable, culturally resonant experiences that appeal to both international visitors and Thai residents.

After decades of isolation due to war and political upheaval, Angola’s pristine natural wonders—largely untouched by mass tourism—are now stepping into the global spotlight. CNN Travel’s recent in-depth feature reveals how this vast southern African nation is opening its doors to travellers, offering a spectacular array of landscapes and cultural heritage that, until recently, few outsiders had witnessed firsthand (CNN Travel).

Angola, double the size of Texas, boasts a wealth of dramatic scenery, from dazzling Atlantic beaches and mysterious lunar-like rock formations to expansive national parks. The country has begun investing in tourism infrastructure, with new roads, accommodations, and tour operators enabling safer and easier access to its remote interior. For Thai travellers—already seasoned in exploring Southeast Asia’s wonders—the emergence of Angola as a fresh destination offers not only geographical diversity but also a fascinating case study of how a nation recovers, rewilds, and reimagines itself for a sustainable tourist future.

Angola is stepping into the international spotlight as its pristine landscapes emerge from decades of conflict. A recent CNN Travel feature showcases a country ready to welcome visitors with dramatic coastlines, lunar-like rock formations, and expansive national parks that have long been off the beaten path.

Covering about the size of Texas, Angola is investing in tourism infrastructure—from safer roads to mid-range lodges and local tour operators—making remote interiors accessible for curious explorers. For Thai travelers, seasoned in Southeast Asia’s wonders, Angola offers a fresh blend of natural variety and a compelling story of recovery, rewilding, and sustainable development.

As global tensions since the 2022 invasion of Ukraine continue to reshape international travel, the latest research and reporting reveal that visiting Russia has become a far more complicated—and, for some, contentious—journey than in years past. Despite Western sanctions, flight route disruptions, and dramatic changes to digital and financial infrastructure, thousands—including sizeable numbers from Asia and the Middle East—still make the trip each year. Understanding the new landscape is crucial for Thai citizens and all potential travelers as the realities of 2025 require unprecedented preparation and vigilance. This report distills the most up-to-date advice and developments for those considering travel to Russia, with special attention to safety, logistics, and implications for Thai travelers.

Koh Samui is profiled as the standout destination for affordable luxury on Expedia’s 2025 Island Hot List. The recognition reflects a growing traveler focus on value, wellness, and authentic Thai experiences. For Thai readers, the award strengthens national pride and underscores international interest in the archipelago.

Expedia’s data show global interest in island escapes rising about 30 percent in 2025, driven by bookings, pricing, reviews, and search patterns. The Hot List evaluates weather, accessibility, and cultural appeal to spotlight locations. Koh Samui sits alongside Aruba for sun, Bali for culture, Fiji for community, and the Maldives for romance, illustrating a broader appetite for diverse experiences—from Sardinian food scenes to Paros nightlife and Oahu surfing. The insights highlight how value, comfort, and local flavor guide destination choices.

Expedia’s 2025 Island Hot List has thrust a diverse array of global destinations into the spotlight, with Thailand’s Koh Samui earning distinguished praise as the island “best for affordable luxury,” reflecting the ongoing evolution of traveler priorities worldwide and signaling significant tourism prospects for the Thai archipelago. The Hot List—a data-powered compendium based on verified traveler insights—serves as both a trend barometer and a practical guide for millions of globetrotters seeking idyllic escapes in the year ahead. For Thai readers, Koh Samui’s inclusion offers both national pride and an urgent call to prepare for new waves of international visitors.

Travel to Russia in 2025 remains intricate due to evolving safety rules, visas, and digital policies. Yet thousands continue to visit each year. Thai travelers should plan carefully, stay informed, and weigh risks and rewards as part of responsible travel.

Since 2022, visa procedures have tightened and financial services have shifted. Western advisories urge caution due to unpredictable law enforcement and potential detentions. Travel warnings vary by country. For Thai travelers, checking current requirements with the Russian Embassy in Bangkok is essential because rules change rapidly.

Cosmetic tourism is reshaping travel and health decisions across Asia, with South Korea at the forefront. Apgujeong’s “Plastic Surgery Street” in Gangnam now attracts more international visitors than ever, sparking debates about safety, pricing, and cultural attitudes toward beauty. For Thai readers, this shift offers opportunities and risks as local clinics respond to global competition.

In recent years, Seoul has shifted from being famed for beauty brands and K-pop to becoming a premier destination for cosmetic procedures and dermatology. Official projections aimed to attract 700,000 medical tourists by 2027 now appear conservative, as late-2024 data show nearly 1.2 million international patients. Skin treatments and cosmetic surgery make up a large portion of this influx. Industry analyses note Korea’s openness to aesthetic enhancements, cutting-edge innovations, and aggressive pricing as drivers of demand.

South Korea’s rise as a global centre for cosmetic tourism is making waves throughout Asia and influencing medical travel trends worldwide. Fresh research and reportage reveal the bustling “Plastic Surgery Street” of Apgujeong in Gangnam, Seoul, now attracts more international visitors than ever, transforming the local beauty industry and prompting fresh debates on safety, pricing, and cultural attitudes towards cosmetic enhancement. The implications, both opportunities and risks, are especially pertinent for Thais considering cosmetic treatments abroad, and for the domestic industry responding to global change.

As vacationers flock to the scenic beauty of coastal Maine, a rising tide of invisible hardship persists, just beyond the sightlines of Mount Desert Island’s bustling tourist hubs. The latest reports reveal a significant escalation in rural homelessness across Hancock County, where forested lanes and tranquil coves mask a swelling crisis among residents living in tents, vehicles, abandoned homes, or on borrowed plots of land—an issue mirrored in many global tourism hotspots, including Thailand’s own rural and resort-adjacent provinces.