Norway Unites With France, Germany, Sweden, UK, And More As Thailand Tourism Shatters Expectations With Record Arrivals, New Routes, And Boosting Economic Growth

Published on December 2, 2025

Norway unites with France, Germany, Sweden, UK, and more as Thailand tourism sees record growth in 2025, driven by a surge in long-haul arrivals and higher spending. With increased international visitors flocking to the kingdom, particularly from key European and Middle Eastern markets, Thailand’s tourism industry is set to achieve its best performance in years. New direct flight routes, particularly from destinations like Paris, Stockholm, and Oslo, are fueling this boom, while tourists from these regions are spending more and staying longer. As the island of Phuket and other popular destinations in southern Thailand continue to thrive, tourism revenue is expected to exceed 550 billion baht by the end of 2025, with continued growth projected for 2026.

Thailand’s tourism sector is on track to deliver its most impressive high season in five years, with a projected 10% growth in 2026. As international arrivals soar, fueled by higher tourist spending and new long-haul flight routes, the country’s tourism industry is on the cusp of a major transformation. From European holidaymakers to Middle Eastern travelers, the Kingdom of Thailand is seeing a diverse influx of tourists who are eager to explore its pristine beaches, rich cultural heritage, and vibrant cities.

As Phuket and Krabi continue to draw attention from international visitors, particularly from countries like Russia, India, China, the UK, Germany, and Australia, the country’s tourism revenue is expected to hit 550 billion baht by the end of this year, an increase from 480 billion baht in 2024. Thailand’s Tourism Authority (TAT) has also seen a boost from long-haul markets, especially European countries that have become more eager to visit the country earlier in the season.

Phuket: A High-Growth Hub for International Arrivals

Phuket, one of Thailand’s most famous islands, is gearing up for its strongest high season in years. As the island anticipates this high season extending into the first quarter of 2026, tourism operators expect to achieve remarkable results, fueled by long-haul flights, increased tourist spending, and longer stays. According to Thaneth Tantipiriyakij, the president of the Phuket Tourist Association, the island is experiencing high growth in arrivals, particularly from long-haul markets.

• Phuket’s Daily Arrivals Surge: On average, Phuket has been receiving between 60,000 and 80,000 international arrivals per day, with 400 flights landing each day. This surge in tourism has resulted in an estimated 30% increase in average room rates compared to 2019, with occupancy rates estimated to reach 90%. Despite a slight downturn in the Chinese market, which is currently at 30% of its 2019 levels, tourists from other markets have significantly increased their spending.
• The Role of European Markets: Europe remains a major source of visitors, with many Europeans booking their trips to Phuket earlier than usual, which has contributed to the spike in room rates and occupancy. The most significant long-haul markets for Phuket include Russia, Germany, the UK, and Australia, with the UK seeing a particularly impressive rise in visitor numbers.
• New Flight Routes Fueling Growth: New direct flights from key European cities, including Paris, Stockholm, and Oslo, have further boosted Phuket’s appeal to international tourists. These new routes are not only bringing in more tourists but also creating a positive ripple effect on local businesses, as increased tourist arrivals lead to higher spending in hotels, restaurants, and local attractions.
• The Role of Events in Tourism Growth: Looking ahead to 2026, Phuket is set to host six significant events that will further solidify its position as a global tourist destination. These events include:
  • Thailand Biennale Phuket
  • EDC Thailand
  • NewMa Asia Massage Championship
  • Global Sustainable Tourism Council conference
  • InterPride conference
  • Global Wellness Summit

These events are expected to attract thousands of international visitors and boost the local economy even further. With a 10% expected growth in tourism for 2026, Phuket is positioned to continue its upward trajectory.

Challenges for Phuket: Infrastructure and Sustainability Concerns

While the growth in tourism is a positive sign for Phuket’s economy, it does come with certain challenges. The island’s infrastructure is struggling to keep pace with the growing number of visitors. Issues such as limited road capacity, inadequate waste management, and a slow development of the Patong tunnel could potentially hamper the island’s ability to accommodate an ever-growing tourist population.

Furthermore, Phuket’s government and local tourism operators are calling for better planning to disperse tourist traffic across less congested areas, such as Phangnga and Ranong, in order to avoid overburdening popular areas like Patong. This also ties into sustainability efforts, as the island continues to focus on balancing the influx of tourists with the preservation of its natural beauty and resources.

Krabi: Gaining Ground in International Tourism

While Phuket may be Thailand’s most popular destination, Krabi is also seeing a notable rise in international tourist arrivals. Despite a slowdown in domestic tourism due to the sluggish economy, Krabi is benefiting from increased international visitors, particularly from the Middle East and Europe. This increase in demand can largely be attributed to new flight routes and growing interest in Thailand’s southern regions.

• New Flights to Krabi: Recently, Krabi welcomed inaugural flights from Sharjah, operated by Air Arabia, bringing an additional 5,220 visitors per month. This is just one example of the growing connectivity between Thailand and international markets. In total, Thailand has welcomed over 728,000 arrivals from the Middle East in 2025, with the number expected to reach 850,000 by the end of the year. These visitors are spending significantly, with an average expenditure of 100,000 baht per trip and a typical stay of 10 days.
• Strong Demand from Middle Eastern Markets: Despite the rise in competition from destinations like Japan and Vietnam, Thailand remains one of the top five destinations for travelers from the Middle East. This market continues to show strong interest, and the Tourism Authority of Thailand is ramping up its joint marketing efforts with tourism operators and airlines in the region to further attract visitors.
• Collaborations with Airlines: The TAT is also planning to open a new office in Riyadh, Saudi Arabia, to strengthen its ties with the Middle Eastern market and capitalize on the region’s growing tourism demand. These efforts are expected to bolster Krabi’s tourism sector, as well as other parts of southern Thailand, in the years to come.

Thailand’s Diverse Tourist Markets

The tourism surge is not just limited to Europe and the Middle East. Thailand continues to see strong interest from other regions, including Russia, India, and China, with the top three foreign source markets for Phuket expected to remain Russia, India, and China. The Russian market has been particularly notable for its resilience, and Indian tourists have increased significantly in recent years.

Top Countries Contributing to Thailand’s Tourism Growth:

• Russia: A major source of tourists to both Phuket and Krabi, with a focus on high-spending, long-stay travelers.
• India: A rapidly growing market for Thailand, particularly for those seeking beach vacations and cultural experiences.
• China: While still recovering to pre-pandemic levels, Chinese visitors are steadily returning to Thailand, contributing significantly to overall tourism numbers.
• UK: European tourists from the UK continue to flock to Thailand, with early bookings driving increased hotel rates and occupancy.
• Germany: German tourists are also playing a key role in Phuket’s tourism boom, with a strong demand for long-haul destinations.
• Australia: Australian travelers remain loyal to Thailand, appreciating its proximity and cultural experiences.
• Middle Eastern Countries: Countries like Saudi Arabia, UAE, and Qatar have shown a strong interest in visiting Thailand, with many travelers spending significant amounts on high-end tourism experiences.

Looking Ahead: Tourism Growth in 2026 and Beyond

For 2026, the Tourism Authority of Thailand has forecasted a continued upward trajectory for the country’s tourism industry. The anticipated 10% growth will be supported by new flight routes, high-spending tourists, and the country’s ability to host significant international events.

Additionally, TAT’s efforts to develop the tourism infrastructure in key areas like Krabi and Phuket, along with the country’s focus on sustainability and responsible tourism, will continue to attract both leisure and business travelers from around the world. With an emphasis on eco-friendly tourism, the kingdom’s commitment to preserving its cultural and natural heritage while catering to international travelers remains a central pillar of its growth strategy.

Thailand is well-positioned to continue its role as a leading global tourist destination. As international travelers continue to flock to its shores, the government’s emphasis on infrastructure improvements and sustainability will ensure that Thailand’s tourism industry remains resilient and prosperous for years to come.

Norway unites with France, Germany, Sweden, UK, and more as Thailand tourism sees record growth in 2025, fueled by a surge in long-haul arrivals and higher spending from European and Middle Eastern visitors. New flight routes and increased tourist spending are driving the country’s tourism industry to new heights.

With a solid foundation in place, Thailand’s tourism sector is poised to experience a period of sustained growth. The introduction of new flights, increased spending from high-end tourists, and the island’s ability to host key international events will play pivotal roles in propelling the country toward its goal of 10% growth in 2026. Phuket, Krabi, and other southern destinations will continue to lead the way as Thailand embraces its place as a global leader in tourism.