Between January and mid-September 2025, Thailand welcomed 7.1% fewer foreign visitors compared to last year.
Despite more than 23 million arrivals, official forecasts are down and Thailand is seeing Vietnam take its place as the region's leading destination.
A decline confirmed by official figures
According to the Ministry of Tourism and Sports, the number of foreign tourists arriving in Thailand between January 1 and September 14 decreased by 7.08% compared to the same period last year.
According to a statement, around 23 million foreign visitors were recorded during this period.
Malaysia was the top source market with 3.28 million visitors, followed by China with 3.23 million.
Forecasts revised downwards
In August, the national planning agency lowered its forecast for the number of foreign tourists this year, from 37 million to 33 million.
In 2019, Thailand reached a record of nearly 40 million visitors, but six years later, the country is struggling to regain its attractiveness.
Thailand dethroned by Vietnam among Chinese tourists
Meanwhile, Vietnam has dethroned Thailand as the top regional destination for Chinese adventurers.
See also: Tourism, economy: Vietnam about to overtake Thailand
Thailand loses its image as a cheap destination
Thailand has also lost its reputation as a cheap country, with mainland visitors complaining on social media about rising prices for hotels, food and taxi rides after the pandemic.
To remember
- Tourism in Thailand: –7.1% of foreign visitors in 2025.
- Forecast revised to 33 million tourists from 37 million.
- Vietnam overtakes Thailand among Chinese travelers.
See also:
Thailand to launch emergency plan to save its tourism crisis
Rising baht threatens tourism in Thailand
Thailand tourism plummets: hotels forced to lower rates
Thailand: Foreign tourism drops 7% since January
Source: Bangkok Post
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10 comments
In any case, in Pattaya and the surrounding area, the tourist rate has fallen to its lowest.
It's almost deserted... except for Walking Street and even then.
I ask if the statistics are correct...????
There is no need to add anything to this article; everything is said in the statistics mentioned.
As for the causes, apart from the increase in the general cost which affects all sectors of tourism, we must obviously add the influence of social media which acts as a link between unlucky or disappointed tourists and future tourists looking for an Asian destination: insecurity, scams, corruption and other national "joys"...
Come on, a little smile?
A nice cold Chang?
It really feels like this country is run like a travel agency.
Betting everything on tourism is a strategic error and it is not an activity with very high added value.
"For Chinese adventurers" Bad translation or did they really use this term adventurer?
Because going to Thailand isn't really about being an adventurer...
While Chinese travelers previously favored group travel, more and more are now traveling independently, hence the term "adventurers."
So the Bangkok Post should revisit the definition of the word adventurer, because going to an ultra-touristy country like Thailand isn't exactly an adventure...
When you are attacked by a Thai with 7 fractures and your passport is taken away and you have to pay 150,000 baht while the Thai laughs and pays nothing, there is a serious problem in this country.
Dear John... can you give me more details, a link to the case you are referring to?
I'm interested in knowing more about this tourist who suffered this attack... circumstances, progress of the investigation, chronology of events, location of the attack???
THANKS.
Indeed, more details on this surprising case would be welcome.
This country still hasn't understood that tourism is a lever, not a crutch.