Koh Samui is the World's Best Island for 2026 in Travel + Leisure's World's Best Awards, with a reader score of 95.64, ahead of the Maldives in second place, while Phuket placed fifth. It is the first time Samui has taken the top spot, and it gives Thailand two islands in the top five. This briefing, from a Thailand DMC for travel agents, looks at what the title means for sales and how to sell Samui without overselling it.
Explera DMC is a TAT-licensed ground handler (TAT licence 14/05119, IATA 96215733) trusted by 2,380+ agency partners, with in-house transport, licensed guides and 24/7 support. Reach the trade desk at b2b@explera.co.th.
The award
Travel + Leisure announced the results on 7 July 2026. The awards are a reader survey, and the magazine says more than 207,000 readers took part. Samui scored 95.64 against 95.38 for the Maldives, with the Galápagos Islands third and Phuket fifth. Thailand's Ministry of Tourism and Sports said it would use the recognition to improve visitor safety, upgrade infrastructure and act against illegal operators on the island.
What it changes for sales
A reader award is a strong line for a client choosing between Samui, Phuket and the Maldives, and it adds weight to Samui as a honeymoon or villa destination. It does not add capacity. The island is small, its airport is run by Bangkok Airways, and the alternative is a flight to Surat Thani followed by a ferry. When demand rises, the pinch points are flights, villas and the best beachfront rooms in the peak weeks, so the award is a reason to book earlier, not a reason to promise more.
Mind the calendar
Samui runs on the Gulf of Thailand's calendar, not the Andaman's. Its wettest weeks usually fall from about October to December, just as Phuket and Krabi enter their dry season, and from roughly January to August the Gulf side is at its best. Sell Samui with the dates in mind, and for a client set on the island over the year-end, explain the weather risk and build in flexible days. Our guide to beach seasons by coast compares the two sides.
How to sell it
Lead with the award, then sell what fits the client: villas and spas for couples, quieter beaches on the north and west coasts, a day at Ang Thong, and Koh Phangan or Koh Tao as a second island. Hold flights and villas early for the peak. Ask your Thailand DMC to check the flight and ferry options for your dates. A Thailand DMC on the ground can also move boat days around the weather. Our Koh Samui guide and guide to the Surat Thani gateway cover the access options, our Thailand DMC transport team handles transfers and boats, the full range is on our Thailand DMC services page, and the trade desk is on our contact page.
Frequently asked questions
Which island won World's Best Island for 2026?
Koh Samui, in Travel + Leisure's 2026 World's Best Awards, with a reader score of 95.64. The Maldives came second and Phuket fifth.
How do clients get to Koh Samui?
By flying direct to Samui Airport, which is run by Bangkok Airways, or by flying to Surat Thani and taking a ferry across.
When is the best time to sell Koh Samui?
Roughly January to August, when the Gulf side is at its best. The wettest weeks usually fall from about October to December.
Will the award make Samui busier?
It is a reader award, not a change in capacity, so expect more interest in the peak weeks and book flights and villas early.
