The number of foreign tourist arrivals in Thailand between January 1 and December 21, 2025, decreased by 7.25% compared to 2024.
The Ministry of Tourism and Sports announced that during this period, 31.76 million foreign visitors were recorded.
Malaysia was the largest source market with 4.38 million visitors, followed by China with 4.36 million.
The Bank of Thailand remains cautious: target 33 million
The Bank of Thailand (Bank of Thailand or BOT). Photo: Bangkok Post
Last week, the Bank of Thailand (BoT) maintained its forecast for foreign tourist arrivals this year at 33 million.
See: The Bank of Thailand lowers its rates in the face of economic slowdown
Thailand recorded a record of nearly 40 million visitors in 2019, before the Covid-19 pandemic.
Tourism in Thailand generates more revenue despite the decline in visitors
Tourist in Chatuchak Market in Bangkok.
Although the number of foreign tourists in Thailand decreased by around 7% in 2025 compared to 2024, with nearly 27.5 million visitors recorded between January and November, the tourism sector continues to generate more revenue.
According to the latest data, while attendance is declining, tourism revenue has reached nearly 1,270 billion baht over the same period, compared to around 1,200 billion baht in the previous year over the comparable period.
This increase in revenue is mainly due to higher average spending per tourist, particularly from Europe and the United States, who stay longer and spend more per trip.
See: Tourism in Thailand continues to decline, but revenue increases
This dynamic illustrates a paradoxical trend in Thai tourism in 2025: fewer visitors, but overall revenue is increasing, reinforcing the economic importance of the sector despite a competitive context and tensions in certain key markets.
China is in decline, long-haul markets are taking over
Locals and tourists in Yaowarat Street, Bangkok's Chinatown.
At the same time, Thai tourism operators are urging the authorities to adopt a more aggressive approach to attract Chinese tourists.
Political tensions between China and Japan continue to divert some Chinese tourists from Japan to other regional destinations, but this movement does not sufficiently benefit Thailand.
Despite this decline, the authorities remain confident in a rapid recovery of the Chinese market.
The Tourism Authority of Thailand (TAT) has launched several targeted promotional campaigns in China and strengthened its partnerships with local travel platforms, with the stated objective of increasing the number of Chinese visitors by more than 40 % by 2026.
See: Thailand is banking on a strong return of Chinese tourists, +40 % in 2026
Bangkok saves the image of Thai tourism
Western tourists in Bangkok. Photo: TTC Asia
According to the latest 'Top 100 City Destinations Index' by Euromonitor International, Bangkok won the title of the most visited city in the world in 2025, welcoming 30.3 million international tourists
The capital remains at the top despite a 7% drop compared to its ranking in 2024.
See: Thailand: Bangkok crowned the most visited city in the world in 2025
- Foreign tourist arrivals in Thailand fell by 7.25% between January and December 21, 2025.
- The country welcomed 31.76 million visitors during the period, far from the record of nearly 40 million reached in 2019.
- Despite this decline in attendance, tourism revenue increased due to a higher average spend per visitor.
- Malaysia and China remain the top two source markets, but the Chinese market remains under pressure.
- Bangkok retains its status as the most visited city in the world in 2025 with more than 30 million international tourists.
See also:
Thailand aims for 39 million tourists by 2026, but the baht is a threat
Tourism in Thailand: the Chinese remain the most spendthrift travelers
Decline in tourism in Thailand: only 32 million visitors in 2025
Thailand: five new links with Europe boost tourism
The major trends in tourism in Thailand for 2026
Source: Bangkok Post
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