Eurovision Asia puts Bangkok on Asia’s travel radar

Bangkok is seeing a rise in travel interest ahead of the inaugural Eurovision Asia Grand Final, with accommodation searches for stays around the event up 14% year on year, according to Agoda.

The Grand Final, which takes place in Bangkok on 14 November, marks the first pan-Asian expansion of the Eurovision franchise, bringing finalists from 11 countries to the Thai capital.

Agoda's data, based on searches from travellers across Asia, shows growing interest in Bangkok for stays between 9 and 22 November. Thailand, Japan, the Philippines, Singapore, Taiwan, South Korea, Malaysia, Hong Kong, Vietnam and India were the leading markets searching for stays during the period.

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Vietnam recorded the sharpest increase among the markets highlighted, with travel interest more than doubling year on year, up 105%. India followed with a 43% increase, while Malaysia saw a more modest 4% rise.

Domestic interest is also climbing, with Thai travellers' searches for Bangkok stays during the period up 30% year on year.

The data points to the potential for Eurovision Asia to create a tourism halo around the event, extending its impact beyond the audience watching the competition itself.

The effect is not limited to the host city. Agoda also found increased travel interest around several national selection events held in Asia.

Following South Korea's national selection show, Korea's Next Wave, on 4 September, travel interest to South Korea from across Asia rose 18% year on year. Vietnam, which held its national selection on 3 October, saw travel interest rise 5% around the event.

Andrew Smith, senior vice president, supply at Agoda, said the company expects major cultural events to influence travel behaviour alongside viewing habits.

"We believe that Asia doesn't just watch moments like these, but travels for them," said Smith. 

For Bangkok, the influx of Eurovision-related visitors could also spread across different parts of the city, from the retail-heavy Siam district to the nightlife hubs of Thonglor and Ekkamai, as well as Sathorn and Bangkok's Old Town.

The Eurovision Asia Grand Final is set to take place on 14 November, with the competition representing the Eurovision franchise's first expansion into a pan-Asian format.

Bangkok was announced as the host city for the first Eurovision Song Contest Asia earlier in April this year.  The inaugural edition is intended to bring together artists from across Asia, with the first announced participating markets including Thailand, South Korea, the Philippines, Vietnam, Malaysia, Cambodia, Laos, Bangladesh, Nepal and Bhutan.

The competition represents the first Asian expansion of the Eurovision franchise, which marked its 70th anniversary in 2026. 

At the time of the announcement, Eurovision Song Contest director Martin Green said the Asian edition would build on the franchise's focus on connecting people through music while reflecting the region's different cultures and identities.

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