As 2025 ended, Thailand’s tourism sector faced an unexpected setback. The country recorded a decline in international tourist arrivals for the first time in a decade, outside the pandemic years. The Ministry of Tourism and Sports reported that foreign visitor numbers fell 7.23% year-on-year. The total was 32.9 million, down from 35.54 million in 2024. This drop lowered international tourism receipts by 4.71%. Total revenue was 1.53 trillion baht, or about US$48.8 billion.
Short-Haul Markets Bear the Brunt
The decline was sharpest in Thailand's traditional short-haul markets. Chinese arrivals dropped by around 33%, with only 4.47 million visitors. This missed earlier projections. Numbers also fell from Hong Kong (29%), South Korea (16%), and Taiwan (11%). Several factors caused these drops. Safety worries included high-profile kidnapping incidents and political uncertainty. Other issues were border tensions with Cambodia and natural disasters. Earthquakes and severe flooding hit areas like Hat Yai. Broader economic pressures also played a role.
Top source markets changed in 2025. Malaysia led with 4.5 million visitors. China followed closely with 4.47 million. India contributed 2.5 million, Russia 1.9 million, and South Korea 1.6 million.
Bright Spots: Domestic Travel and Long-Haul Resilience
The situation was not entirely negative. Domestic tourism acted as a buffer. Thais made 202.37 million trips, an increase of 2.7%. This generated 1.16 trillion baht in revenue, up 3.69%. Overall tourism revenue hit 2.7 trillion baht.
Long-haul markets showed strength and crossed the 10 million mark for the first time. Over one million visitors came from the UK alone. This proves Thailand's appeal to European and distant travelers remains strong.
Rebranding for Recovery: Healing as the New Luxury
The Tourism Authority of Thailand (TAT) is shifting toward high-value tourism to fix these issues. A major promotion launches in January 2026. It features global superstar Blackpink's Lisa (Lalisa Manoban) as the "Ambassador of Amazing Thailand." The campaign shows her journey of rest and renewal. It aligns with TAT's new theme: "Healing Is the New Luxury."
This plan presents Thailand as a haven for mental, physical, and emotional renewal, not just leisure. It highlights wellness retreats, nature immersion, and holistic experiences. British artist Henry Moodie will also contribute to the storytelling with his large digital following.
Ambitious Targets for 2026
TAT Governor Thapanee Kiatphaibool set optimistic goals. She aims for 36.7 million foreign tourist arrivals, an increase of over 10%. She also targets 205 million domestic trips. The goal for total tourism revenue is around 2.8 trillion baht. The strategy attracts "higher-quality" travelers. These visitors stay for 14-21 days and spend 65,000-80,000 baht per trip.
New Tourist Entry Fee on the Horizon
Foreign visitors will pay a 300-baht tourist entry fee starting February 2026. Locals call this “Kha Yeap Pan Din”. It applies to arrivals by air, land, or sea. Airlines or border checkpoints will collect the fee. Seventy baht will fund medical and accident insurance for travelers. The rest will support infrastructure, public amenities, and safety. Exemptions may apply to some groups, but details are not yet final.
Thailand's tourism sector shows resilience despite the hurdles of 2025. The Kingdom is ready for a strong rebound in 2026. It relies on strategic rebranding, celebrity endorsements, and sustainable experiences. Thailand invites the world to discover healing as its newest luxury.
