Thailand welcomed 27.5 million foreign tourists, a 7% decrease compared to 2024 , but generated more revenue .
The kingdom recorded 27.58 million foreign visitors between January and November 2025, mainly from Malaysia, China and India, with the high season favoring arrivals from Europe and the United States.
The Ministry of Tourism and Sports reported that between January 1 and November 9, 2025, Thailand welcomed a total of 27,587,845 foreign visitors, a decrease of 7.14% compared to the same period last year.
Increase in tourism revenue
Phuket Old Town Night Market. Photo: Neil Howard
Between January and November 2024, Thailand generated approximately 1.2 trillion baht in tourism revenue.
Over the same period in 2025, although the November figures are not yet complete, revenues already reach nearly 1,270 billion baht.
In other words, Thailand earns more with fewer visitors.
This increase is mainly due to higher average spending per traveler, particularly among European and American visitors returning for the high season.
The five main source markets
Malaysian tourists visit Betong, Yala province, on June 14, 2025. Photo: Khaosod
- Malaysia – 3,971,783 visitors
- China – 3,870,078 visitors
- India – 2,056,933 visitors
- Russia – 1,478,167 visitors
- South Korea – 1,308,510 visitors
During the week of November 3-9, foreign arrivals increased significantly due to the peak tourist season, with both short-haul and long-haul markets contributing to this growth.
Strong performances were recorded in key markets such as Malaysia, China and India, as well as in Europe and America, reflecting a positive trend for long-haul travel this season.
The top five countries in terms of weekly arrivals
A group of Chinese tourists wearing ancient Chinese costumes (Hanfu) visit Wat Phra Sri Rattana Satsadaram, or the Temple of the Emerald Buddha, in Bangkok. Photo: Khaosod/Jadesarit Chayathadathanasakul
- Malaysia – 89,931 visitors, an increase of 16.66%
- China – 74,538 visitors, an increase of 2.85%
- India – 55,466 visitors, an increase of 1.81%
- Russia – 47,319 visitors, an increase of 9.40%
- United States – 30,620 visitors, an increase of 16.29%
Thailand recorded 698,389 international arrivals during the week, an increase of 54,210 visitors, or 8.42%, compared to the previous week, with an average of 99,770 visitors per day.
For the coming week, the number of foreign arrivals is expected to remain stable, supported by the ongoing high tourist season in both short-haul and long-haul markets.
Government measures such as the simplification of travel policies , the elimination of the TM6 replaced by the digital arrival card and the increase in flight frequency continue to improve convenience and stimulate inbound tourism.
- The number of foreign tourists has decreased by 7% compared to 2024.
- However, tourism revenues have increased, reaching nearly 1,270 billion baht.
- The return of long-haul travelers increases the average expenditure per visitor.
See also:
Drinking alcohol in Thailand? Be careful about the time: fines are exorbitant.
Tourism in Thailand continues its decline: -7.25% in foreign visitors
Tourism in Thailand: Boom in American Travelers Expected
Thailand: Fall in tourism expected to slow rise of Thai baht
Flying to Thailand will cost more: warning of risk to tourism
Source: The Nation Thailand
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3 comments
As the article points out, with fewer tourists but larger holiday budgets, particularly for European and American arrivals, the financial returns are more than satisfactory…
For political and tourism officials, this is obviously a positive development, despite a small minority of undesirable tourists who try to take advantage of flawed legislation to fraudulently establish themselves in the long term…
The struggle continues, comrade!!!
Sabadee maay!
Yes, it's obvious, it's certain, it's the Europeans and Americans who spend the most, in small shops, and indirectly with girls, which is difficult to quantify, it's due to Western culture.
The Thai government always wants more Chinese and Indians, even though these are the communities that spend the least locally.
Indeed, Europeans and Americans spend much more, especially at small businesses.