Thailand Surpasses 30M Visitors as High Spenders Offset Arrival Dip

Thailand’s tourism engine crossed the 30 million visitor threshold this week, powering over 1.4 T baht in revenue even as it trails last year’s pace and the ambitious 40 M visitor goal set for 2025.

Quick Takeaways

• 30.27 M arrivals recorded by Dec 7, 2025

• 1.405 T baht in visitor spending

• 7.2% year-on-year drop in arrivals

• Malaysia leading with 4.23 M visitors

• 32–33.4 M forecast for full year 2025

Stepping Stones and Stall Points

Thailand launched its Amazing Thailand Grand Tourism Year 2025 campaign with a bold target of 40 M foreign arrivals and 2.8 T baht in receipts. As of early December, arrivals stand at 30.27 M, reflecting a 7.2% decrease from the same stretch in 2024. Revised projections by TAT, the Tourism Council of Thailand and the Bank of Thailand now point to 32–33.4 M visitors by year-end, signaling a shortfall against initial ambitions.

While global economic uncertainty and stiff competition across Southeast Asia have tightened the race for travellers, the government remains optimistic that strategic promotions and infrastructure upgrades will close the gap before year’s close.

Shifting Guest Profiles

The composition of incoming visitors reveals evolving patterns in market demand. The top five source countries for Jan 1–Dec 7, 2025, were:

• Malaysia: 4.23 M arrivals

• China: 4.18 M arrivals

• India: 2.28 M arrivals

• Russia: 1.69 M arrivals

• South Korea: 1.44 M arrivals

Notably, Chinese visitor numbers remain below 2024 levels amid slowing domestic growth and lingering safety concerns. In contrast, arrivals from India and Russia have shown resilience, underpinned by expanding air links and niche tourism packages.

Holiday Surge amid Southern Deluge’s Aftermath

The first week of December delivered a promising uptick, with 669,991 tourists from Dec 1–7—an 8.1% week-on-week rise. Daily averages climbed to 95,713 arrivals, driven largely by the onset of the holiday season and a 27.7% jump in Malaysian travel after recent floods eased in ten southern provinces. Resort towns once shrouded by floodwaters are now rebooking quickly, reflecting pent-up demand for year-end getaways.

Dollars and Baht: Tourist Spending Patterns

Despite fewer bodies in the country, overall visitor spending reached 1.405 T baht, narrowly outpacing the previous year’s pace. Emerging trends show an uptick in high-yield segments:

• Average trip spend: ~46,000 baht per person

• French travellers: ~58,611 baht per day, 17.2-day stays

• Middle East visitors: ~100,000 baht per trip, 10-day average stay

These figures suggest that while total arrivals dipped, higher-spending markets are compensating for volume declines.

Navigating Headwinds: Economic, Geopolitical, and Competition

Multiple factors have weighed on inbound tourism:

Global economic slowdown has dampened discretionary spending.

Geopolitical tensions and health-security concerns have shaken consumer confidence.

A strong baht versus competing currencies makes Thailand less budget-friendly.

Rising accommodation and travel costs have fuelled the FIT trend, as tourists seek value and flexibility.

Analysts warn that without agile pricing and enhanced value propositions, Thailand risks ceding market share to neighbors like Vietnam and Indonesia.

Strategies for a Resilient Comeback

Industry and government are deploying a multi-pronged response to reignite growth:

• Launch of the "เที่ยวใต้ช่วยไทย" campaign to boost domestic and short-haul travel

• Soft loans and zero-interest relief for flood-affected businesses

• Global marketing push under "THAILAND is Ready" to reassure overseas markets

• Tax incentives and allowances for MICE events in recovery zones

• Establishment of a Tourism Recovery Command Center (TRCC) to coordinate relief and monitor weekly progress

By blending targeted promotions, financial support, and infrastructure resilience, Thailand aims to not only recover lost ground but also strengthen its position as Asia’s premier travel destination as Lunar New Year approaches.