Thailand’s tourism is still doing quite well in 2025. The Ministry of Tourism and Sports reports that by early July, over 17.2 million international visitors had come, bringing in about 794.7 billion baht (or around €20.9 billion). However, the industry is running into a few snags, particularly with Chinese tourism rebounding more slowly than expected.
Some data from Agoda, coupled with the Tourism Authority of Thailand (TAT) changing its tactics, are pointing to some evolving trends; one of these is the rise of new destinations, another is diversifying where visitors are coming from, and yet another is focusing on high-value, sustainable tourism.
Top Source Markets and Destinations
For the first half of 2025, Agoda says that China, Malaysia, and South Korea sent the most tourists to Thailand. After those countries came Japan and Singapore. As popular as ever, Bangkok, Pattaya, and Phuket offer a mix of city life, beaches, and nightlife for travelers from these places. Hat Yai in southern Thailand is becoming more popular, especially with Malaysian and Singaporean tourists, because it’s affordable. For two years in a row, it’s been ranked as Thailand’s cheapest destination, and one of Asia’s top three most budget-friendly cities. This makes it a big attraction for travelers who want to save money.
It’s interesting to note that visitors’ preferences actually differ quite a bit. South Koreans tend to stay the longest, followed by Japanese, Malaysians, Singaporeans, and then Chinese tourists (even though China sends the most people overall). Longer stays often mean people head to places like Ko Tao, known for its diving, or Ko Pha Ngan, which is famous for its relaxed, party atmosphere. Some folks are looking for quieter, more authentic experiences in places like Pathum Thani near Bangkok, which shows that more people want to really experience local culture.
Diversifying Source Markets
From January to June 2025, Thailand had 16 million foreign tourists, generating 743.582 billion baht. Due to a drop in Chinese visitors, the TAT has adjusted its forecast for the whole year from 40 million to 35 million visitors. Security concerns, such as the kidnapping of Chinese actor Wang Xing, led to cancellations during Chinese New Year. This highlights how vulnerable this critical market can be. To make up for this, Thailand is now aiming for emerging source markets, specifically in the Middle East and Southeast Asia.
The Middle East is showing strong growth, with a 17-18% increase in visitors. This has led the TAT to improve air travel options and promote Thailand as a top destination in the area. Southeast Asia and Oceania are also seen as important for boosting demand, which will hopefully help offset the decline in Chinese tourism. All this reflects a wider plan to diversify where tourists are coming from and not depend so much on any one region.
A Shift Toward High-End Tourism
Looking ahead to 2026, Thailand plans to focus on “value over volume” to attract tourists who spend more and have less of an impact on the environment. Tourism accounts for 12% of the country’s GDP, and the goal is to increase revenue by 7% by attracting high-value travelers. This approach is in line with global trends toward sustainability, focusing on experiences that protect Thailand’s natural and cultural heritage while also benefiting the economy.
This shift is already noticeable in the growing popularity of places like Hat Yai and Pathum Thani, which offer affordable, authentic experiences. By promoting these locations alongside famous spots like Bangkok and Phuket, Thailand hopes to spread the benefits of tourism more evenly across the country.
Challenges and Opportunities
Despite its success, Thailand’s tourism sector has a few problems. The slower recovery of Chinese tourism, due to security concerns and competition from other countries, has meant that expectations have had to be adjusted. Still, the rise of markets in the Middle East and Southeast Asia, combined with more people wanting to visit different destinations, offers some good opportunities. Investments in air travel, targeted marketing, and so on, all contribute to this effort. Sustaining Thailand’s position as a global tourism leader hinges significantly on the adoption of sustainable practices.
Thailand’s future success depends on how it adjusts to evolving traveler demands and broadens its tourism options as it faces challenges. The kingdom continues to enchant millions, from Phuket’s shores to Pathum Thani’s cultural treasures, merging cost-effectiveness, genuineness, and innovation to keep its important tourism economy alive.