Thailand continues to see strong tourist numbers in 2025, with over 17.2 million foreign visitors arriving by early July. These travelers have contributed around 794.7 billion baht (roughly €20.9 billion) to the economy. Despite this success, tourism officials are adapting their strategy due to challenges like the slower-than-expected recovery of Chinese tourism.
To address this, Thailand’s tourism strategy is now focused on three main goals: expanding into new markets, promoting lesser-known destinations, and encouraging high-value, sustainable tourism.
During the first half of the year, most tourists came from China, Malaysia, and South Korea, followed by Japan and Singapore. Popular cities like Bangkok, Pattaya, and Phuket remain top choices for their mix of city life, beaches, and entertainment. However, Hat Yai is quickly gaining attention, especially from Malaysian and Singaporean visitors. Known for its low costs, Hat Yai has ranked as Thailand’s most affordable destination for two straight years and is now one of the top three cheapest cities in Asia. This makes it ideal for budget travelers.
Travel patterns also vary by country. South Korean visitors stay the longest, followed by tourists from Japan, Malaysia, Singapore, and China. Travelers who stay longer often visit islands like Ko Tao, famous for scuba diving, or Ko Pha Ngan, known for its parties and relaxed vibe. Some are also choosing quieter areas like Pathum Thani, close to Bangkok, to enjoy more local and authentic experiences.
From January to June 2025, Thailand welcomed 16 million foreign visitors, earning 743.6 billion baht. But due to a drop in Chinese tourists, the yearly forecast has been lowered from 40 million to 35 million. Concerns about safety, including the kidnapping of a Chinese actor, led to trip cancellations, especially around Chinese New Year. This situation highlights the risks of depending too much on one country.
In response, Thailand is now looking toward other regions. Countries in the Middle East and Southeast Asia are showing promise. Middle Eastern tourist numbers have grown by 17–18%, and Thailand is working to improve air links and promote itself as a welcoming and modern destination for that market. The Tourism Authority is also focusing on travelers from Oceania and other parts of Southeast Asia to increase overall visitor numbers.
Thailand’s long-term plan is to earn more from tourism by attracting travelers who spend more and care about sustainability. With tourism making up 12% of the national GDP, officials aim to boost income by 7% in 2026 through this approach. Rather than simply bringing in large numbers of people, the focus is on quality experiences that are eco-friendly and support local communities.
Places like Hat Yai and Pathum Thani fit into this strategy. They offer authentic experiences at lower prices, allowing Thailand to spread tourism benefits more evenly. Promoting lesser-known areas alongside popular spots helps reduce overcrowding while providing visitors with a richer experience.
Although 2025 has brought positive results, Thailand still faces competition and shifting tourist preferences. The slower rebound from China has created some gaps, but new markets and evolving travel trends offer fresh opportunities. By investing in air travel improvements, local tourism, and eco-friendly programs, Thailand is staying ahead of the curve.
The country’s ability to stay a top global destination depends on how well it adjusts to these changes. With its diverse offerings—from beaches in Phuket to cultural charm in Pathum Thani—Thailand is blending affordability, authenticity, and smart planning to secure its future in tourism.
