From January 1 to August 17, 2025, Thailand’s tourism sector saw a 7.04% decline in foreign visitor arrivals, totalling 20.81 million, according to the Tourism Ministry.
According to Reuters, the decline poses a challenge for the country’s crucial tourism sector, which received a record 39.9 million visitors in 2019 before the pandemic.
The Tourism Ministry reported that China remains the largest source market for tourism, contributing 2.93 million visitors. However, regional competition from countries such as Japan, China, and Vietnam, which have intensified their tourism promotions, has affected Thailand’s attractiveness as a destination.
Japan welcomed 21.5 million tourists in the first half of 2025, surpassing Thailand’s total of 16.69 million visitors during the same period. Additionally, political concerns, including fears of instability stemming from a leaked conversation between Thai and Cambodian leaders, have also deterred potential visitors.
Thailand records 7.04% y/y drop in foreign visitors so far in 2025 https://t.co/m8wExAO00q https://t.co/m8wExAO00q
— Reuters (@Reuters) August 19, 2025On August 18, 2025, the National Economic and Social Development Council lowered its forecast for foreign arrivals to 33 million from 37 million for the year. This adjustment reflects ongoing challenges, including geopolitical tensions and a strong Thai baht, which may discourage budget travellers. The Bank of Thailand also cut its projection to 35 million, signalling cautious optimism.
Tourism, a cornerstone of Thailand’s economy, contributed 1.8 trillion baht in revenue in 2024. Despite the 2025 decline, domestic tourism remains resilient, with 100.23 million trips in the first half, up 2.49%. The Tourism Authority of Thailand is promoting sustainable initiatives and cultural events like Songkran to boost arrivals, particularly during the peak season from November to March.
Thailand’s lower house of parliament passed a $117 billion annual budget, needed to support a fragile economy that’s at risk from issues ranging from the impact of higher US tariffs to a downturn in tourism https://t.co/TSq9yX9vW9
— Bloomberg (@business) August 15, 2025To counter the downturn, Thailand is focusing on eco-friendly travel and leveraging its cultural heritage. The “Amazing Thailand Grand Tourism & Sports Year 2025” campaign aims to attract visitors with unique experiences. Enhanced visa policies, such as exemptions for 93 countries, are also expected to drive tourism recovery.
