The Moo Deng effect? Thailand named ‘destination of the year’

Sounds like a certain little hippo deserves a big raise.
Thailand was just named ‘destination of the year’ for 2025 by the experts at Travel + Leisure — who cited the country’s “rich cultural heritage, dynamic culinary scene, and a seamless blend of tradition with modern innovation.”
The top award, handed out to one lucky country per annum, comes as The Land of Smiles has been unofficially rebranded as The Land of Moo Deng.
4 The country is known for its attractive island retreats, with stunning bays and beaches at the ready. SHUTTER DIN – stock.adobe.com
The adorable pygmy hippopotamus — attracting adoring fans from around the world to the Khao Kheow Open Zoo in Si Racha — has arguably raised the country’s profile more than any travel article or ad campaign ever could.
“We are thrilled to recognize Thailand as our Destination of the Year for 2025,” Jacqui Gifford, Editor-in-Chief of Travel + Leisure, said in a written statement.
“Whether visitors are exploring Bangkok’s cutting-edge culinary scene, relaxing on one of the country’s 1,430 islands, or experiencing its renowned hospitality with some of the best luxury hotels in the world, Thailand offers a unique adventure for every type of traveler.”
Thailand is the tenth spot the title has tapped for the annual honor — prior years featured greats like Italy, Japan and Costa Rica.
Jeninne Lee-St. John, Editor in Chief of Travel + Leisure Southeast Asia, named the “stark contrasts” of her adopted country as one reason for the award.
4 Moo Deng the viral pygmy hippo has done an outsized amount of work to raise Thailand’s profile in 2024. RUNGROJ YONGRIT/EPA-EFE/Shutterstock
“Take the fact that this majority-Buddhist and often traditional society recently legalized marijuana and same-sex marriage,” she wrote.
“Or that Thailand has some of the best luxury hotels in the world — many at unbeatable prices — yet you’ll find the same warm hospitality and attention to detail in the humblest of homes,” the pro pointed out.
And as for Bangkok, the entry point into the country for many foreigners, Lee-St. John confesses that she didn’t take to the place instantly.
But “once you understand” the city, she promised, “it’s impossible not to fall for it.”
The professional traveler cited the Thai concept of “kreng jai,” or respect for all people, as a favorite trait, as well as the chance to eat krapow gai, “a stir-fried chicken dish topped with an egg,” for breakfast every day.
“Whether you visit the mountainous north or the southern shores along the Andaman Sea, the country reveals its treasures gradually, and usually by word of mouth,” she wrote.
“There’s so much creativity in the art, food, and hospitality scenes that it can be hard to decide where to go and what to do.”
4 After featuring Sicily last season, HBO’s “The White Lotus” is expected to further raise the profile of Koh Samui, a popular resort island that will be the setting for upcoming episodes. HBO
4 “Once you understand” Bangkok, “it’s impossible not to fall for it,” an editor wrote. Luciano Mortula-LGM – stock.adobe.com
The next season of HBO’s “The White Lotus” will be set on the island of Koh Samui, a favorite with honeymooners and other romantic retreaters.
Maui and Sicily were featured in vivid detail in prior installments of the Mike White drama.