Thailand's vital tourism industry has suffered a significant setback, recording its first annual decline in foreign visitor numbers outside of a pandemic period in 2025.
A Perfect Storm of Challenges
Official figures show the country welcomed 32.9 million international arrivals between January and December 2025. This marks a notable 7.2 per cent decrease from the 35 million tourists who visited in 2024. The downturn is attributed to a confluence of damaging events that deterred travellers throughout the year.
Industry analysts point to several specific incidents that eroded tourist confidence. These included a high-profile abduction of a Chinese actor in Bangkok, a devastating 7.7 magnitude earthquake in neighbouring Myanmar, and a tense border conflict with Cambodia. Furthermore, severe flooding in parts of the country compounded the problems, disrupting travel and infrastructure.
Top Visitor Markets and Recovery Hopes
Despite the overall decline, the breakdown of visitor demographics reveals key markets. Malaysian nationals formed the largest group of foreign visitors at 4.52 million, closely followed by Chinese travellers at 4.47 million. Indian tourists were the third-largest cohort, with 2.48 million arrivals.
In response to the slump, the Tourism Authority of Thailand (TAT) has set an ambitious target. It aims to attract 36.7 million foreign tourists in 2026. As part of its strategy to revive the sector, the authority previously launched a promotional campaign offering free domestic flight tickets to incentivise longer stays and travel to different regions.
Political Rhetoric and Regional Tensions
The situation gained international attention when former US President Donald Trump commented on the regional discord. He stated he was 'going to make a phone call' to help stop the war between Thailand and Cambodia, highlighting how the border conflict had resonated beyond Southeast Asia.
The year 2025 will be seen as a turbulent chapter for Thai tourism. The combination of geopolitical tension, natural disasters, and security incidents created a powerful deterrent for potential visitors. All eyes are now on the effectiveness of recovery campaigns and the stability of the region to see if the 2026 target can be met.
