Bali has retained its position as one of the most sought-after destinations in Asia among European travellers planning their summer holidays in 2026, according to hotel search data from Agoda.
The Indonesian island ranked second among the most searched Asian destinations by European travellers, behind Bangkok, Thailand. It marks the second consecutive year that Bali has held the same position.
The data, reported by Kompas.com, was based on hotel searches made between 1 April and 30 June 2026 for stays scheduled from 1 July to 31 August 2026. The figures were compared with searches recorded during the same period in the previous year.
Bali Remains the Only Indonesian Destination in the Top Five
Bangkok took first place in Agoda’s ranking of the most searched Asian destinations among European travellers, followed by Bali. Koh Samui ranked third, while Tokyo took fourth place and Pattaya came fifth.
Bali was the only Indonesian destination to appear in the top five.
The ranking highlights the continued importance of Bali to Indonesia’s tourism sector, particularly during the European summer holiday period. The island’s appeal has helped Indonesia improve its overall position among the Asian countries most searched by European travellers.
Indonesia rose from third to second place in the country-level ranking for the 2026 summer season. Thailand retained the top position, while Japan remained in the top three. Vietnam climbed from fifth to fourth place, followed by Malaysia in fifth.
“Indonesia’s rise in regional rankings is largely due to the dominance of Bali, which remains a primary draw for European tourists,” said Gede Gunawan, Agoda’s Senior Country Director for Indonesia, speaking to the media in Denpasar on Tuesday, 18 August 2026, as reported by TribunBali.
Interest Begins to Extend Beyond Bali
Despite continued concerns over environmental carrying capacity and the management of tourist flows, Bali has maintained its position as the second most sought-after destination in Asia among European travellers.
However, Agoda’s data also points to growing interest in destinations beyond Bali. Search activity is gradually spreading to other parts of Indonesia, including Lombok and Jakarta, reflecting a broader range of travel preferences among European visitors.
Travellers are increasingly seeking different types of experiences, from beach holidays and cultural activities to city breaks and urban tourism.
Gede Gunawan said the trend suggests that international interest in Indonesia is beginning to extend across more of the archipelago.
This shift could help reduce Indonesia’s long-standing reliance on Bali as its main tourism gateway, although the island remains the country’s strongest draw for European visitors.
India, South Korea and Vietnam Record Stronger Growth
While Bali and Indonesia maintained strong positions in Agoda’s overall rankings, several other Asian markets recorded faster growth in search interest from European travellers.
India saw the highest year-on-year increase, with searches rising by 14% compared with the previous year. South Korea followed with a 13% increase, while Vietnam recorded growth of 12%.
The figures suggest that European travellers are exploring a wider range of destinations across Asia and looking beyond the region’s established tourism hubs.
Nevertheless, Bali has continued to attract significant interest and remains one of the leading destinations for European summer travellers.
With Indonesia now ranking second among Asian countries most favoured in European travel searches, the challenge will be to sustain Bali’s popularity while encouraging visitors to explore other destinations across the country.
