Thailand’s Tourism: 26.25 Million Visitors in 10 Months, Pivoting to High-Value Growth

Thailand welcomed 26.25 million international visitors from January to October 2025, marking a 7.23% decline from 28.3 million in the same period last year, according to the Ministry of Tourism and Sports. Despite the drop, revenue remains strong at 1.3 trillion baht ($38 billion USD), driven by higher per-trip spending of 46,000 baht ($1,350 USD) — up 1.74% year-over-year.

The slowdown reflects global challenges: rising airfares, a stronger baht, and shifting preferences toward budget-friendly destinations. Yet, domestic travel provides a buffer, with 148.7 million trips generating 854 billion baht ($25 billion USD) — a 2.89% increase.

Key source markets continue to dominate:

• Malaysia: 3.8 million arrivals
• China: Over 5 million (through September)
• India, Russia, and South Korea round out the top five, together accounting for nearly half of all visitors.

Monthly trends show seasonal patterns: a post-holiday surge in January (3.04 million), a Chinese New Year boost in February, and a pre-high-season dip in October (down 3.94% YoY). Cumulative arrivals through September stood at 24.2 million, with October pushing the total to 26.25 million.

Strategic Shift: From Volume to Value

The Tourism Authority of Thailand (TAT) has recalibrated its 2025 target to 33 million arrivals (down from 40 million), focusing on high-spending, long-stay travelers. TAT Governor Thapanee Kiatphaiboon calls it “a reinvention” — prioritizing quality over quantity.

Under the Amazing Thailand Grand Tourism & Sports Year 2025 campaign, key initiatives include:

• Visa & Access Expansion: 60-day visa-free entry for 93 countries, with TAT pushing for more flights and fare subsidies to grow 13 “7-digit” markets (over 1 million visitors each).
• Wellness & MICE Focus: Targeting Europeans and Middle Easterners with spa retreats, yoga, and medical tourism — projected to generate $3.8 billion in 2025.
• Major Events: A packed calendar featuring the Amazing Marathon, Vijit Chao Phraya light show, and Countdown 2026, plus influencer campaigns with global stars like Blackpink’s Lisa.
• Sustainability & Dispersal: Promoting “Hidden Gem Cities” in Isan and lesser-known Andaman islands to ease pressure on Phuket and Krabi (79% occupancy). Eco-hotels and high-speed rail upgrades support green, balanced growth.
• Digital & Promo Push: Online campaigns, SEO, and OTA partnerships aim for 3.4 trillion baht ($98 billion USD) in total revenue — a 7.5% increase.

Every high-value tourist dollar generates an additional $2.50 in local circulation, sustaining 20% of Thailand’s workforce.

As high season begins with Loy Krathong and winter escapes, Thailand is not just recovering — it’s redefining itself as Asia’s premier authentic, sustainable, and premium destination.