Thai AirAsia X and Thai Lion Air Expand Japan to Bangkok Connectivity, Launching New Services from Sendai, Hokkaido, and Osaka to Strengthen Thailand’s Growing Tourism Demand

Published on December 4, 2025

The Tourism Authority of Thailand (TAT) has stepped into a new era of regional air connectivity as three new Japan–Bangkok routes officially take flight, operated by Thai AirAsia X and Thai Lion Air. These services, linking Sendai, Hokkaido, and Osaka directly with Bangkok, are set to reshape short-haul travel flows and reinforce Thailand’s standing as one of the most sought-after destinations among Japanese travellers. The expanded access comes at a pivotal moment, supporting year-end demand and unlocking growth from one of the most influential international markets for Thailand’s tourism industry.

Miss Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing – Asia and the South Pacific, said “These new connections from Sendai, Hokkaido and Osaka reflect the strong confidence of our airline partners in Thailand’s tourism prospects. Expanded air access is essential to sustaining travel flows from Japan, and TAT will continue working with carriers to support sustainable growth. With rising interest among younger Japanese travellers, Thailand is well placed to deliver high-quality experiences that resonate with today’s evolving travel preferences.”

Japan has long been a cornerstone of Thailand’s inbound tourism landscape, delivering consistent visitor volumes and reliable economic returns. Throughout the year, Japanese travellers maintain steady patterns of holiday, business, lifestyle, and experiential travel to Thailand. Recognising this stability, TAT is intensifying its market strategy with a dual-focus approach. The organisation is safeguarding its stronghold among repeat visitors while simultaneously engaging new demographics, especially Millennial and Gen Z travellers who are showing increased curiosity about Thailand’s culture, cuisine, creativity, and diverse experiences. Expanded airline cooperation and enhanced seat supply are central to this push, ensuring convenience, affordability, and accessibility for travellers across Japan.

Thai AirAsia X became the first to launch its new Sendai–Bangkok route, introducing four flights each week beginning 1 December 2025. The inaugural service carried a large youth delegation of more than 100 football players and coaches from Japan’s Tohoku region. Their trip marked the debut of TAT’s Enjoy Training in Thailand initiative, a campaign designed to position the country as an ideal year-round training ground for youth athletes. The programme aims to attract schools, sports academies, and clubs seeking warm weather, top-tier facilities, and professional exchange opportunities. Through joint promotions with partner organisations, TAT plans to bring recurring training camps to Thailand, enhancing the nation’s reputation as a premium sports development hub in Asia.

Thai Lion Air has also strengthened its Japan network with two new services. The airline launched its Hokkaido–Bangkok route on 1 December 2025, operating three flights weekly. The following day, on 2 December 2025, it introduced four weekly flights from Osaka to Bangkok. Together, these additions significantly improve access from Japan’s major northern and western cities, providing travellers with more flexibility in planning holidays, business trips, and long-stay visits to Thailand.

Visitor performance reflects the market’s momentum. Between 1 January and 30 November 2025, Thailand welcomed 985,612 Japanese travellers, marking a 4.16 percent year-on-year increase. Most visitors arrive as independent travellers and demonstrate strong spending power, with an average trip expenditure of 39,000 Baht and an average stay of just over six days. Bangkok remains the leading destination, followed by popular regions such as Chon Buri, Phuket, Ayutthaya, and Chiang Mai. These travel patterns underscore the market’s broad interest in Thailand’s urban attractions, cultural depth, heritage sites, beach destinations, and lifestyle experiences.

The rising numbers and expanded flight connectivity offer Thailand a powerful springboard as the country moves toward its target of surpassing one million Japanese arrivals by the end of 2025. With reinforced partnerships, dedicated promotions, and increasing appeal among younger generations, Thailand is poised to strengthen not only its tourism relationship with Japan but also its long-term cultural and economic ties.