Thailand's vital tourism industry has suffered a significant setback, recording its first annual decline in foreign visitor numbers in a decade, excluding the pandemic years.
Key Figures Reveal a Challenging Year
Official data from the Tourism Authority of Thailand (TAT) shows the country welcomed 32.9 million international arrivals between January and December 2025. This marks a 7.2 per cent decrease compared to the more than 35 million tourists who visited in 2024.
The downturn is attributed to a confluence of regional crises that deterred travellers, particularly from key East Asian markets. Major factors included the high-profile abduction of Chinese actor Wang Xing in Bangkok in January 2025, aftershocks from a powerful 7.7 magnitude earthquake in northern Myanmar, a border conflict with Cambodia, and severe flooding in southern Thailand.
Visitor Demographics and Recovery Targets
Despite the overall drop, data from the Thai Ministry of Tourism and Sports revealed the top source countries for visitors. Malaysia led with 4.52 million arrivals, followed closely by China with 4.47 million, and India with 2.48 million travellers.
TAT governor Thapanee Kiatphaibool has outlined an ambitious recovery strategy. The authority aims to attract 36.7 million foreign tourists in 2026, with a focus on short-haul markets which are expected to comprise 70% of arrivals. A specific target has been set to welcome 6.7 million Chinese visitors, matching the 2024 figure.
Innovative Measures to Boost Tourism
In a bid to counteract the slump, the Thai government launched a unique incentive scheme in August 2025. The "Buy International, Free Thailand Domestic Flights" campaign offered 200,000 free domestic flight tickets to overseas tourists.
The initiative, proposed by the Tourism and Sports Ministry, allocated a budget of 700 million baht (£15.9m) with the goal of generating 8.8 billion baht (£200m) in additional revenue. Tourists holding an international ticket to Thailand could claim a free round-trip domestic flight, including 20kg of baggage, on routes that typically cost around 3,500 baht (£80).
This significant dip in Thailand's tourism numbers underscores the sector's vulnerability to regional instability and security incidents. The country's recovery plan now hinges on restoring confidence and leveraging promotional tactics to reclaim its position as a top global destination.
