Thailand, long known as one of the world’s most popular holiday destinations, recorded its first annual fall in foreign tourist arrivals in a decade in 2025, excluding the pandemic years. The drop came after a series of troubling events that affected travellers’ confidence and disrupted the country’s image as a safe and relaxing destination.
According to official data, international tourist arrivals fell to 33 million in 2025, a decline of 7.2% compared to the previous year. This marked a significant setback for Thailand’s tourism sector, which plays a crucial role in the country’s economy and employment. The decline also led to lower tourism revenue, both from foreign visitors and domestic travel.
The year 2025 began on a negative note for Thailand’s tourism industry, especially from China, one of its most important source markets. Early in the year, many Chinese tourists cancelled or postponed their travel plans after a widely reported incident involving Chinese actor Wang Xing. He was abducted in Thailand and later rescued from a scam centre in neighbouring Myanmar. The incident triggered widespread concern on Chinese social media and raised fears about safety among potential travellers.
Soon after, Thailand was affected by Myanmar’s strongest earthquake in a century. Although the epicentre was outside Thailand, tremors were felt in several regions, adding to travel worries. The country then faced a bloody border conflict with Cambodia, which further damaged perceptions of stability in the region.
Natural disasters also played a role. Severe flooding in southern Thailand disrupted transport, damaged infrastructure, and affected popular tourist areas. Images and videos of flooded towns and stranded residents circulated widely, discouraging visitors during peak travel periods.
Adding to these challenges was a domestic political crisis that led to the formation of a new government. Political uncertainty often affects tourism, as travellers tend to avoid destinations experiencing instability or unrest. Together, these events created an atmosphere of uncertainty that impacted travel decisions throughout the year.
As a result, Thailand struggled to maintain the strong tourism recovery it had seen after the pandemic. Many travellers chose alternative destinations in Southeast Asia that appeared more stable or less affected by disruptions.
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Despite the overall decline, Thailand continued to attract millions of visitors from neighbouring and key international markets. Malaysians remained the largest group of foreign tourists, with 4.5 million visitors in 2025. Chinese tourists followed closely, numbering 4.47 million, while India ranked third with 2.5 million holidaymakers.
Russian tourists were the fourth-largest group, with 1.9 million arrivals, followed by South Koreans at 1.6 million, according to data released by Thailand’s Ministry of Tourism and Sports. These figures show that while tourism slowed, Thailand still remained a major global travel destination.
However, the fall in visitor numbers had a clear impact on revenue. Tourism income from foreign visitors stood at 1.5 trillion baht (about $47.6 billion) in 2025, a decline of 4.7% compared to the previous year. When domestic tourism was included, total tourism revenue reached 2.7 trillion baht, down 1.3% year on year.
Tourism authorities acknowledged the challenges but expressed optimism about recovery in 2026. The Tourism Authority of Thailand has set a target of welcoming 36.7 million foreign tourists in 2026, which would mark a strong rebound from 2025 levels.
Officials expect short-haul markets to play a major role in the recovery. Visitors from nearby countries are projected to make up more than 70% of international arrivals next year. These travellers are seen as more likely to return quickly, given shorter travel times and lower costs.
Chinese tourists remain a key focus of Thailand’s tourism strategy. Authorities expect around 6.7 million Chinese visitors in 2026, matching the number recorded in 2024. Tourism officials believe improved safety measures, better communication, and targeted promotions will help rebuild confidence among Chinese travellers.
India is also emerging as an increasingly important market, with growing middle-class travel demand and strong air connectivity. Similarly, markets such as Malaysia, South Korea, and Russia are expected to continue contributing significantly to arrivals.
To support recovery, Thailand plans to strengthen safety measures, improve crisis communication, and diversify tourism offerings beyond traditional beach destinations. Authorities are also promoting wellness tourism, cultural experiences, and sustainable travel to attract a wider range of visitors.
While 2025 proved to be a difficult year for Thailand’s tourism sector, officials believe the country’s strong global brand, natural beauty, and hospitality industry will help it bounce back. The challenges of the past year have highlighted the importance of stability, safety, and preparedness in sustaining tourism growth in the years ahead.
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