In 2025, Thailand reaffirmed its position as one of the world’s leading international tourism destinations, welcoming tens of millions of overseas visitors and generating strong tourism revenue despite a complex global travel landscape.
The year was marked by the return of large-scale international travel, continued diversification of source markets and a notable rise in long-haul, high-value visitors, reinforcing Thailand’s enduring appeal and its ability to adapt to shifting traveller expectations.
In this article, we look back at some of the major milestones on this journey in 2025, and to the road ahead in 2026.
International Arrivals and Market Trends
Thailand welcomed over 30 million foreign tourists in 2025, generating an estimated 1.4 trillion baht in tourism revenue. This marked a continuation of recovery from pandemic lows and reinforced Thailand’s global appeal. Bangkok alone received more than 30 million international visitors, earning the city a place as one of the world’s most visited destinations in 2025.
However, arrivals were down around 7–7.5% compared with 2024, reflecting slower recovery in some markets, external pressures and the fall-out from geopolitical developments.
Preliminary projections from the Ministry of Tourism and Sports and economic analysts suggested that total foreign arrivals for the full year could reach around 32 – 33 million, lower than early government targets and below the nearly 40 million seen in 2019 before the pandemic.
Leading Source Markets
Regional and long-haul travellers played significant roles in inbound demand:
- Malaysia and China led source markets, each contributing more than 4 million visitors in 2025, with strong rebound performance from Malaysian travellers after earlier disruptions.
- India, Russia and South Korea were also among the top contributors to international arrivals.
One standout trend in 2025 was the milestone of over 10 million long-haul visitors, with the United Kingdom emerging as a key contributor among European markets. Long-haul tourists tended to stay longer and spend more, supporting higher-value segments of tourism.
Revenue and Spend Patterns
While total visitor numbers posted a modest year-on-year decline, international tourism continued to deliver strong economic value. Foreign visitor spending helped drive Thailand’s tourism revenue to the trillion-baht range, underscoring the importance of international markets to the country’s economy.
Spending per tourist and revenue distribution, particularly from long-haul and high-yield segments, remained a focus for future strategy, as Thailand aims to attract higher value trips and longer stays.
External Challenges and Market Headwinds
Several factors weighed on inbound tourism performance in 2025:
- Border tensions along the Thai-Cambodian border and related travel advisories had a dampening effect on visitor confidence in certain regions.
- Broader geopolitical, economic and weather-related disruptions also contributed to softer growth from some key markets.
These challenges highlighted the importance of broadening Thailand’s market base and strengthening resilience in the face of shifting global travel dynamics.
Campaigns, Infrastructure and Outlook
Thailand continued to prioritise sustainable and diversified tourism promotion. The “Amazing Thailand Grand Tourism and Sports Year 2025” campaign supported inbound awareness in priority markets, including Europe, the Americas and Asia, with particular emphasis on long-haul segments.
Authorities also introduced a digital arrival card system in 2025 to streamline entry for visitors and modernise border processes.
Looking towards 2026, Thailand aims to increase international arrivals by focusing on strategic source markets, enhanced connectivity and sustainability-aligned product offerings. Early forecasts indicate potential growth to around 34–35 million foreign visitors in 2026, supported by expanded marketing efforts and easing global travel conditions.
Summary
Thailand closed 2025 with a strong foundation for continued inbound growth, welcoming tens of millions of international visitors and delivering substantial tourism revenue in a highly competitive regional market. Growth in long-haul and high-value segments, diversified source markets and ongoing improvements to visitor experience and entry processes all contributed to a resilient and adaptable tourism sector.
With clear strategic direction, enhanced connectivity and a renewed focus on sustainability and quality travel, Thailand enters 2026 well positioned to build on its global appeal and deliver outstanding experiences for international travellers.
