Key Tourism Statistics for 2025

Thailand Tourism – Q2 2025 Overview

Arrival & Revenue Trends

• Foreign tourist arrivals (Jan 1 – Jun 29, 2025): ~16.61 million, a 4.56% decline year-on-year.
• Cumulative arrivals in H1 2025: ~16.69 million, down 4.66% compared to the same period last year.
• January–May 2025 saw 14.36 million foreign visitors — a 2.7% drop YoY.
• Chinese tourist arrivals declined sharply: down 32.7 – 34% YoY in Q2 and H1.

Source Market Shifts

• China: 2.25 million (Jan–Jun), losing top spot to Malaysia.
• Malaysia: 2.30 million, became Thailand’s leading source market.
• India: By mid-June, over 1 million Indian tourists had visited.
• Europe & Middle East: Significant growth—e.g., Germany +71%, Italy +28%, Saudi Arabia +61%, UAE +51%—helping offset declines.

Key Challenges

• Major drop in Chinese arrivals due to:

o Safety concerns (e.g., high-profile abduction near Thailand-Myanmar border).
o External factors like the Myanmar earthquake, intensifying traveler apprehension

• Tourist volume contraction from key Asian markets (China, South Korea, Vietnam) ≥ 17–30%.
• Q2 economic traction also weakened: tourism slowed growth in May—tourist numbers and revenue both fell.
Outlook & Strategy

• TAT and analysts revise full-year 2025 arrival forecast downward—from 37.5 million to ~35 million.
• Shift in strategy: focus on high-spending markets—Europe, US, Middle East—and less reliance on China.
• Initiatives launched: “Sawadee Nihao” campaign, charter flights from China, roadshows in Chinese cities to rebuild trust.
• The Government endorses strategy pivot tied to “Amazing Thailand Grand Tourism & Sports Year 2025” campaign.

Thailand Tourism Statistics – Q1 2025

Overview

  • Total foreign arrivals: 9,549,004 (up 1.91% year-on-year)
  • Tourism revenue: 462.75 billion baht (up 10.47% year-on-year)
  • Top source markets:
    • China – 1,331,434
    • Malaysia – 1,153,496
    • Russia – 722,202
    • India – 543,770
    • South Korea – 497,930
    • Germany – 341,242
    • United Kingdom – 335,116
    • United States – 320,631
    • Japan – 316,744
    • France – 315,116

Challenges

  • A 17% average decline in arrivals from key Asian markets (e.g., China, South Korea, Vietnam) due to safety concerns and reduced flight availability.
  • Negative factors affecting traveler confidence include:
    • The 8.2-magnitude earthquake in Myanmar.
    • Abductions of Chinese citizens across the Thailand-Myanmar border.
    • U.S. tariff hikes disrupting global trade.
Outlook
  • The Tourism Authority of Thailand (TAT) plans to adjust market-specific targets while maintaining the overall goal of 39–40 million foreign arrivals in 2025

  

  Key Tourism Statistics for 2024

  • Total International Arrivals: From January 1 to December 27, 2024, Thailand recorded 35,047,501 international tourist arrivals, surpassing the government's target.
  • Tourism Revenue: These visitors contributed over 1.8 trillion baht (approximately US$ 52.8 billion) to the Thai economy.
  • Top Source Countries:
    • China: 6.67 million visitors
    • Malaysia: 4.90 million
    • India: 2.10 million
    • South Korea: 1.85 million
    • Russia: 1.75 million

Factors Contributing to the Tourism Surge

  • Visa Policy Enhancements: Thailand implemented visa exemptions for citizens of 93 countries, allowing stays of up to 60 days, and eliminated TM.6 immigration forms at 16 key border crossings, streamlining entry processes.
  • Expanded Air Connectivity: International airlines resumed routes and introduced new ones, increasing total airline seat capacity into Thailand to 47 million in 2024—a 26% rise compared to 2023.
  • Cultural Events and Festivals: High-profile events such as the Amazing Thailand Countdown 2024 and the Maha Songkran World Water Festival 2024 attracted global audiences, enhancing Thailand’s appeal.

Economic Impact

  • Tourism accounted for nearly 20% of Thailand’s GDP in 2024, marking a strong recovery from the pandemic-induced downturn.
  • The sector's revival played a crucial role in boosting consumer confidence and stimulating economic activity.

Outlook for 2025

  • Building on the momentum of 2024, Thailand has designated 2025 as the "Amazing Thailand Grand Tourism and Sports Year."
  • Aiming to attract between 36 and 39 million international visitors.
  • Generating up to 2.23 trillion baht in tourism revenue