Thailand tourism falls in 2025 amid crises and recovery push

Thailand has recorded its first annual fall in foreign tourism arrivals in more than a decade outside of the pandemic years, following a turbulent 12 months marked by security concerns and natural disasters.

The country welcomed 32.9 million international visitors between January and December 2025, according to figures from the Tourism Authority of Thailand (TAT). This represents a 7.2% decline compared with 2024, when more than 35 million overseas tourists travelled to the Southeast Asian destination.

The downturn has been attributed to several factors, including a sharp fall in East Asian visitors after the abduction of Chinese actor Wang Xing in Bangkok in January 2025. Tourism was also affected by the aftershocks of a 7.7 magnitude earthquake in northern Myanmar, a border dispute with Cambodia, and severe flooding in southern Thailand.

Data from the Ministry of Tourism and Sports showed Malaysia was Thailand’s largest source market, with 4.52 million arrivals, followed closely by China with 4.47 million visitors. India ranked third, contributing 2.48 million travellers.

Despite the setback, authorities remain optimistic. TAT Governor Thapanee Kiatphaibool said the agency was targeting 36.7 million foreign tourists in 2026, with 70% expected to be short-haul visitors, according to the Bangkok Post. Chinese arrivals are forecast to rebound to 6.7 million, matching 2024 levels.

To stimulate demand during the low season, Thailand launched a promotional campaign in August offering free domestic flights to overseas visitors.