Khao Yai Named Asia’s Second-Most Popular Rural Destination for 2025 by Agoda

Khao Yai National Park has emerged as a standout among Asia’s rural escapes in 2025, clinching the position of the second most popular rural destination according to Agoda’s latest ranking. The recognition highlights Thailand’s continuing allure on the global tourism scene, underscoring the country’s capacity to attract travelers seeking nature, wildlife, and authentic regional experiences within less urbanized settings. The ranking captures patterns in accommodation searches conducted between February 15 and August 15, 2025, with a focus on rural destinations defined by resident populations below 50,000 across eight Asian nations. The list places Cameron Highlands in Malaysia at the top, followed by Khao Yai in Thailand, Puncak in Indonesia, Fujikawaguchiko in Japan, Kenting in Taiwan, Sa Pa in Vietnam, Munnar in India, and Pyeongchang in South Korea. This lineup, spanning diverse landscapes from highland tea country to volcanic terrains, reflects a broad and growing appetite for offbeat, nature-rich getaways across the region.

Agoda 2025 Rural Destinations Ranking

The Agoda 2025 rural destinations ranking serves as a barometer for how travelers search, plan, and prioritize experiences away from the bustle of major urban centers. The methodology, as outlined by Agoda, centers on accommodation search activity within a defined window—February 15 through August 15, 2025—highlighting destinations that fall within rural parameters, specifically towns and districts with populations under 50,000 residents. Across eight Asian countries, the ranking brings to light a curated cohort of destinations that resonate with travelers who value proximity to nature, cultural authenticity, and the charm of smaller communities.

In examining the top eight destinations, several themes emerge. First, these locations tend to offer rich natural landscapes—forests, mountains, coastlines, or unique geological features—paired with accessible infrastructure that supports short- to mid-length visits. Second, there is a notable tilt toward experiences that blend outdoor adventure with opportunities to savor local culture, cuisine, and crafts. Third, the distribution across countries signals that rural tourism is not confined to one geographic or cultural niche but is a widespread strategic asset across Asia. Finally, the ranking illustrates how modern travel planning increasingly intertwines ecological sensibilities with leisure, driving demand for responsibly managed destinations that balance visitor experiences with conservation and community stewardship.

Cameron Highlands in Malaysia takes the top spot in this year’s list, a place renowned for its emerald tea plantations, misty highland scenery, and cool climate that contrasts starkly with tropical lowlands. Khao Yai, positioned right after Cameron Highlands, reinforces Thailand’s standing as a premier destination for nature-driven travel. Puncak in Indonesia, Fujikawaguchiko in Japan, Kenting in Taiwan, Sa Pa in Vietnam, Munnar in India, and Pyeongchang in South Korea complete this distinguished eight. Each site contributes a distinctive narrative—tea country allure, expansive forests and waterfalls, volcanic and highland landscapes, coastal and subtropical settings, terraced hillsides, and alpine resorts—yet all share a common appeal: the promise of immersive experiences rooted in natural beauty and local culture, away from dense urban centers.

From a policy and industry perspective, the ranking signals the enduring importance of rural tourism as a pillar of regional development. It demonstrates that travelers are increasingly drawn to destinations offering authentic, slower-paced experiences that emphasize environmental stewardship, biodiversity, and community-based hospitality. For national tourism authorities, such analytics offer actionable insights into where to invest responsibly—whether in trail networks, visitor education, conservation partnerships, sustainable accommodation options, or marketing campaigns that highlight the distinct character of each locale. For travelers, the list serves as a guide to diverse options that deliver meaningful encounters with landscapes and communities that are often overlooked in favor of major city attractions.

Khao Yai National Park: A National Pride Fueled by Forests, Waterfalls, and Wildlife

Khao Yai National Park stands out in the national imagination as more than a scenic destination; it is a symbol of Thailand’s natural heritage and a living laboratory for ecological appreciation and outdoor recreation. The park’s enduring appeal rests on a combination of lush forests, cascading waterfalls, and a diverse array of wildlife, all of which contribute to a dynamic visitor experience that accommodates both relaxation seekers and adventure lovers. Visitors are drawn to the park’s verdant canopies, where mornings and late afternoons reveal a chorus of birds and the subtle movements of mammals weaving through dense undergrowth. The landscape offers a playground for hikers, wildlife watchers, and photographers who seek to capture the drama of a living ecosystem in action.

Outdoor activities within Khao Yai are varied and accessible, appealing to families, solo travelers, and experienced trekkers alike. Scenic trails meander through evergreen forests, enabling visitors to observe birdlife, rare plant species, and the occasional glimpse of larger fauna in protected habitats. Waterfalls, each with its own character—from gentle cascades to more dramatic falls—provide refreshing respite and picturesque settings for picnics, photography, and tranquil moments of contemplation. The park’s topography supports activities beyond hiking, including cycling routes, guided nature walks, and educational programs that illuminate the ecological processes sustaining the park’s biodiversity.

In addition to natural attractions, Khao Yai also presents cultural attractions that enrich the visitor experience. Cultural elements may include local community interactions, traditional crafts, and the opportunity to learn about regional customs and practices that are intertwined with the park’s environment. The combination of natural beauty and cultural resonance deepens the sense of place and enhances the overall value proposition of a Khao Yai visit as a holistic travel experience.

Sasikan Wattanachan, the deputy government spokesperson, emphasizes the park’s role as a source of national pride. She notes that Khao Yai’s forests, waterfalls, wildlife, outdoor activities, and cultural attractions collectively contribute to a sense of pride in the nation’s natural and cultural assets. This statement highlights how the park is perceived beyond tourism metrics—it’s a symbol of Thailand’s natural wealth and a beacon for sustainable living. The spokesperson’s remarks also underscore the demand for such experiences that envelop relaxation, adventure, and cultural discovery in a single itinerary, reinforcing the idea that nature-based tourism can satisfy a broad spectrum of traveler motivations.

The broader implication of Khao Yai’s recognition is that it reinforces the intrinsic value of protecting and showcasing Thailand’s natural resources. The park acts as a focal point for conservation education, visitor responsible practices, and partnerships with local communities that steward the landscape. The tourism experience is enhanced when visitors engage in environmentally mindful behaviors, stay in accommodations that adhere to sustainable practices, and participate in activities that respect wildlife and habitat integrity. The real-world outcomes of such engagement can include increased awareness of biodiversity, enhanced conservation funding, and better economic opportunities for communities adjacent to the park through sustainable tourism earnings.

Government Strategy: Promoting Natural and Cultural Destinations for Economic and Sustainable Growth

In conjunction with the ranking, government leadership has articulated a clear strategy to elevate natural and cultural destinations on the international stage. The government’s stated commitment centers on promoting natural and cultural destinations internationally with the aim of generating income, supporting local communities, and ensuring sustainable tourism growth. This tripartite objective reflects an integrated approach that links tourism promotion with broader economic development and environmental stewardship.

Key elements of such a strategy typically include targeted marketing campaigns that highlight unique landscapes, biodiversity, and cultural heritage, paired with investments in infrastructure and services that improve accessibility while preserving the integrity of sensitive ecosystems. It also encompasses capacity-building for local operators to deliver high-quality, responsible tourism experiences that align with international standards. Training programs may focus on hospitality excellence, multilingual communication, safety protocols, waste management, and conservation awareness. By elevating the profile of natural and cultural destinations in international markets, the government aims to attract longer stays, higher-value experiences, and a more diversified tourism mix that can contribute to community resilience and inclusive growth.

Moreover, the emphasis on sustainable tourism growth acknowledges the need to balance visitor demand with conservation imperatives. Sustainable practices can include carrying capacity assessments, investment in eco-friendly infrastructure, and the establishment of guidelines that minimize environmental impact while maximizing visitor satisfaction. The policy orientation recognizes that tourism is not merely a funnel for visitor numbers but a vehicle for income distribution, community empowerment, and the preservation of natural and cultural assets for future generations. The statement by the deputy government spokesperson signals a durable policy orientation that seeks to harmonize economic goals with ecological and social responsibilities, ensuring that Thailand’s rural and natural destinations remain viable and attractive over the long term.

The inclusion of Khao Yai in a top-tier rural destinations ranking aligns with this broader strategy. It demonstrates how Thailand can leverage its natural endowments to capture traveler interest and channel it into sustainable growth. The policy emphasis on international promotion suggests a comprehensive approach that integrates marketing, product development, and community engagement. It also implies ongoing collaboration between public institutions, private sector actors, and local communities to curate experiences that are both appealing to global audiences and beneficial to local livelihoods. The result is a tourism ecosystem where natural beauty, cultural richness, and responsible business practices reinforce each other, sustaining the destination’s appeal while safeguarding its ecological and cultural foundations.

Regional Context: The Top Rural Destinations and What They Signify for Asia’s Tourism Landscape

The list of top rural destinations across Asia represents a cross-section of landscapes and cultural narratives that collectively illustrate the vitality of rural tourism in the region. Each destination carries a distinctive identity that resonates with travelers seeking an escape from urban density, a closer connection with nature, and opportunities to engage with local communities in meaningful ways.

• Cameron Highlands, Malaysia: The entry at the apex of the list reflects the enduring appeal of misty highland scenery, tea plantations, and a cooler climate. This destination offers visitors a chance to explore agricultural heritage, sample regional teas, and experience scenic drives through terraced landscapes. The highland environment provides a refreshing contrast to tropical lowlands, creating an inviting setting for leisure travelers and food enthusiasts alike.

• Khao Yai, Thailand: The second place indicates Thailand’s capacity to blend natural richness with cultural depth. Khao Yai’s forested terrain, waterfalls, wildlife encounters, and outdoor activities form a balanced package that can attract families, adventure seekers, and nature lovers. The presence of cultural attractions adds another layer, enabling visitors to engage with the local way of life while enjoying a safe, accessible, and well-managed natural setting.

• Puncak, Indonesia: Known for its mountainous terrain and coffee culture, Puncak offers a different flavor of rural exploration—mountain vistas, tea plantations, and a network of scenic routes that invite leisurely exploration and relaxing retreats.

• Fujikawaguchiko, Japan: Nestled near Mount Fuji, this destination provides a quintessentially Japanese rural experience characterized by lake views, volcanic landscape influence, and seasonal scenery that changes with the year. It embodies a serene, contemplative form of tourism that harmonizes natural panoramas with cultural insight.

• Kenting, Taiwan: As a southern coastal region, Kenting showcases a maritime rural setting with beaches, coral ecosystems, and a relaxed island-like ambiance. It appeals to travelers who seek sun, sea, and outdoor recreation, alongside opportunities to sample local seafood and cultural offerings.

• Sa Pa, Vietnam: Sa Pa represents highland culture and dramatic terraced landscapes. Its hiking routes and indigenous communities offer travelers a chance to witness traditional ways of life set against a dramatic mountainous backdrop.

• Munnar, India: A well-known hill station famed for its tea plantations, biodiversity, and scenic routes through rolling hills. Munnar embodies the synergy between agricultural heritage and natural beauty, presenting visitors with opportunities to learn about tea production and regional ecology.

• Pyeongchang, South Korea: A destination recognized for its winter and alpine appeal, Pyeongchang offers seasonal experiences that combine sports, nature, and cultural heritage, illustrating how rural destinations can leverage climate and landscape diversity to attract year-round tourism.

Collectively, these destinations underscore the breadth of Asia’s rural tourism portfolio. They demonstrate that travelers’ interest in rural escapes is not driven by a single landscape or cultural tradition but by a spectrum of offerings that include forests, highlands, coastlines, terraces, and alpine environments. They also reflect the importance of accessible infrastructure and a welcoming hospitality ecosystem that can accommodate international visitors while preserving the integrity of local ecosystems and communities. The diverse national contexts—from Southeast Asia’s biodiversity-rich settings to East Asia’s culturally infused landscapes—highlight how rural destinations across the region can play a synergistic role in a broader tourism economy that emphasizes sustainability, community involvement, and responsible travel.

Implications for Thailand’s Tourism and Khao Yai’s Local Communities

The recognition of Khao Yai as a top rural destination carries tangible implications for both Thailand’s tourism strategy and the livelihoods of communities near the park. Acknowledgment on a regional stage can boost visitor interest and willingness to invest time in a multi-day journey that includes nature, culture, and regional experiences. For local communities, increased visitor traffic can translate into income diversification, with opportunities ranging from guided tours, hospitality services, and artisanal markets to transportation and food service offerings. When managed effectively, such growth supports job creation, skills development, and a strengthened local economy that benefits families and small businesses.

At the same time, the influx of visitors to a protected area can present challenges that require proactive planning and governance. Sustainable visitation requires careful management of trails and crowding, ensuring that natural habitats are protected and that wildlife disturbance is minimized. Infrastructure improvements—such as improved signage, waste management systems, and safe, accessible paths—can help deliver a high-quality visitor experience while safeguarding ecological integrity. Community involvement is essential to align tourism with local needs and aspirations; when residents have a stake in tourism products and decision-making processes, the benefits are more equitably distributed and long-lasting.

The ranking also reinforces Thailand’s broader tourism portfolio by validating the country’s ability to present diverse, nature-based attractions that can appeal to a global audience. It signals the potential for continued investment in regional tourism corridors, partnerships with private operators, and initiatives to promote cross-regional itineraries that connect national parks, cultural villages, and downstream local economies. Such a strategy can help distribute economic benefits more widely, ensuring that rural destinations contribute to national resilience in the tourism sector while promoting inclusive growth across different communities.

Sustainability, Conservation, and Future Prospects

A central thread in discussions around rural destination rankings is the imperative of sustainability. The appeal of Khao Yai and similar sites hinges on their capacity to deliver memorable experiences without compromising the ecological and cultural assets that attract travelers in the first place. Sustainable tourism development involves balancing demand with protection, ensuring that visitor experiences remain high-quality and that ecosystems retain their resilience for future generations of travelers and residents alike.

Key considerations for sustainable growth in Khao Yai include maintaining robust conservation standards, supporting biodiversity monitoring, and fostering community-led stewardship initiatives. Partnerships between government agencies, non-governmental organizations, park authorities, local communities, and the private sector can help channel investment into sustainable infrastructure, education, and visitor management. Programs that emphasize responsible travel behaviors—such as proper waste handling, respect for wildlife, and minimal environmental impact—can cultivate a culture of stewardship among visitors while still delivering compelling and enjoyable experiences.

Education also plays a crucial role in shaping traveler attitudes and behaviors. Informational outreach about the park’s ecosystems, seasonal wildlife patterns, and conservation efforts can deepen visitor appreciation and encourage responsible decisions. This approach not only enhances the visitor experience but also reinforces the value of conservation as a cornerstone of Thailand’s national heritage and its economic future. By linking tourism growth to sustainable practices, Khao Yai can continue to be a model for how rural destinations can thrive while preserving ecological integrity and supporting local communities.

In contemplating future prospects, the convergence of global travel demand for nature-based experiences with national strategies for sustainable development suggests a favorable trajectory for Khao Yai and similar rural destinations. The ongoing commitment to international promotion, coupled with investments in core capabilities—quality hospitality, conservation partnership, and infrastructure—positions these areas to benefit from growing traveler interest while minimizing adverse impacts. The enduring lesson is that successful rural tourism rests on a threefold foundation: protecting natural assets, nurturing local communities, and delivering exceptional visitor experiences that celebrate the region’s distinctive character.

Conclusion

Khao Yai National Park’s ascent to the second spot in Agoda’s 2025 rural destinations ranking reinforces Thailand’s enduring appeal as a premier destination for travelers seeking nature, outdoor adventure, and cultural richness within a rural context. The ranking, derived from accommodation-search data collected from February 15 to August 15, 2025, highlights eight Asian destinations that collectively illustrate the demand for rural escapes across the region. The list includes Cameron Highlands in Malaysia at the top, with Khao Yai following, and other noteworthy locales such as Puncak, Fujikawaguchiko, Kenting, Sa Pa, Munnar, and Pyeongchang.

At the heart of Khao Yai’s success is the combination of lush forests, cascading waterfalls, diverse wildlife, and a wealth of outdoor activities, all complemented by cultural attractions that add depth to the visitor experience. The park’s status as a source of national pride is underscored by the government’s commitment to promoting natural and cultural destinations internationally to generate income, support local communities, and ensure sustainable tourism growth. This multi-faceted approach signals a holistic vision for rural tourism in Thailand—one that seeks to balance economic vitality with ecological stewardship and community empowerment.

As Asia’s rural tourism landscape continues to evolve, Khao Yai and its peers will likely play a pivotal role in shaping how travelers connect with nature, culture, and local livelihoods. The destination’s recognition serves not only as a testament to its own appeal but also as a catalyst for broader strategies that elevate rural areas, foster sustainable development, and celebrate the diverse natural and cultural heritage that characterizes the region.