Thailand Breaks Tourism Records With Ten Million Long-Haul Arrivals In 2025, As The UK Emerges As The Top Contributor To This Unprecedented Milestone

Published on December 18, 2025

In 2025, Thailand has shattered its tourism records, welcoming a staggering ten million long-haul arrivals, with the UK playing a pivotal role in this remarkable achievement. The surge in UK travelers has been a key driver, cementing the nation’s position as Thailand’s top contributor to this unprecedented milestone. This influx highlights the growing appeal of Thailand as a premier long-haul destination, reflecting its vibrant culture, world-class attractions, and evolving travel experiences that resonate with British tourists.

Thailand has marked a significant achievement in its tourism sector this year, with long-haul arrivals surpassing 10 million for the first time. This milestone was symbolically celebrated on December 17, when a Thai Airways flight from London touched down in Bangkok, highlighting the growing appeal of the country as a top destination for international travelers.

The Tourism Authority of Thailand (TAT) welcomed passengers at Suvarnabhumi Airport, where they were greeted by representatives from various partner agencies. This year, the UK became the first European market to send more than one million tourists to Thailand, reinforcing the country’s strong connection with long-haul travelers from the European region. The success is a testament to Thailand’s increasing popularity as a tourist hub, which is reflected not only in its growth in tourist numbers but also in its strategic efforts to diversify and enhance its tourism offerings.

Long-haul travelers, who come from Europe, the Americas, the Middle East, and Africa, now make up around 33% of all international visitors to Thailand. This shift underscores the importance of long-haul markets to the country’s tourism industry. Thailand is expected to reach up to 32.8 million arrivals by the end of this year, marking a significant year-on-year increase. Long-haul travelers are particularly valuable to Thailand’s tourism sector, as they tend to stay longer and spend more compared to visitors from closer regions. Their higher expenditure on accommodation, dining, and experiences plays a vital role in the country’s push to attract high-value tourism, focusing on quality over quantity.

To celebrate this milestone, two lucky travelers were presented with impressive prizes, including round-trip Thai Airways tickets for the London-Bangkok route, along with a luxurious stay at a Chiang Mai resort and a Khao Lak resort. In addition to these, the winners were gifted relaxing spa treatments and exclusive dining experiences sponsored by a renowned wellness brand, offering them a taste of Thailand’s luxurious travel offerings. This initiative highlights Thailand’s continued commitment to attracting affluent and discerning travelers who seek premium experiences during their visits.

The TAT attributes this success to its airline-focused strategy, which has been instrumental in boosting long-haul tourism. This strategy includes increasing direct flights, enhancing flight frequency, and making travel to Thailand more convenient for international visitors. The increased frequency of flights, along with better connectivity, has led to a 12.8% growth in long-haul flight volume to Thailand this year, a remarkable achievement considering the global average growth in flight volumes was just 1.6%. This increase in long-haul traffic has been key to driving tourism growth, and it’s expected that this trend will continue in the coming years.

Thailand has seen a number of new and returning direct routes that have contributed to this surge in long-haul visitors. Notable new routes include United Airlines’ Los Angeles-Bangkok service, Air France’s Paris-Phuket route, and five new routes from Norse Atlantic Airways connecting London Gatwick, Manchester, Stockholm, and Oslo to Thailand. Additionally, Arkia Airlines from Israel has resumed its Tel Aviv-Bangkok service, further strengthening the connections between Thailand and international markets. These new routes provide greater access to Thailand, making it easier for travelers to visit the country and explore its rich cultural heritage, beautiful landscapes, and world-renowned hospitality.

TAT has also continued its sustained promotional efforts in key markets, particularly the UK. These campaigns, conducted in collaboration with tour operators, airlines, and media outlets, have played a crucial role in driving the record-breaking tourist numbers from the UK. The UK has emerged as one of the leading long-haul markets for Thailand, thanks to strong partnerships and targeted marketing campaigns that appeal to British travelers seeking unique experiences in the Southeast Asian destination.

Looking ahead to 2026, TAT plans to build on this momentum with new campaigns targeting the UK market. TAT is set to partner with over 10 UK travel brands, including well-known names such as Trailfinders, Kuoni, and Healing Holidays. These partnerships will help maintain the flow of British visitors to Thailand and further solidify the country’s position as a preferred destination for long-haul travelers. The campaigns will highlight the best of what Thailand has to offer, from its pristine beaches to its bustling cities, rich cultural heritage, and world-class luxury resorts.

In addition to promoting long-haul travel, TAT is also focusing on improving the overall travel experience for visitors. This includes enhancing travel infrastructure, improving services at airports, and offering more tailored experiences for tourists. By continuing to invest in both marketing and infrastructure, Thailand aims to ensure that it remains a top choice for international travelers.

The increase in long-haul travel to Thailand is also expected to have significant economic benefits. As long-haul travelers tend to stay longer and spend more, their arrival boosts various sectors of the economy, including hospitality, retail, and transportation. The tourism sector’s contribution to Thailand’s GDP is expected to grow, supporting job creation and local businesses.

Thailand has set a new tourism record in 2025, reaching ten million long-haul arrivals, with the UK leading as the top contributor, driven by the country’s growing appeal and diverse attractions.

Overall, Thailand’s success in reaching this long-haul tourism milestone reflects the country’s strong appeal to international visitors and the effectiveness of its targeted promotional and strategic efforts. With continued growth in long-haul arrivals, Thailand is poised to remain a top global destination for travelers seeking exceptional experiences, whether it’s exploring ancient temples, relaxing on beautiful beaches, or indulging in world-class dining and luxury accommodations. As 2026 approaches, Thailand’s tourism industry is well-positioned to build on this success, attracting even more international visitors and further strengthening its position as one of the world’s leading travel destinations.