Thailand Joins Malaysia, China, India, and Russia to Top Global Tourism Rankings: How 2025’s Results Are Setting the Stage for a Historic 2026

Published on December 25, 2025

By: Paramita Sarkar

Thailand’s tourism sector has shown resilience throughout 2025, facing global challenges but maintaining strong momentum, thanks in part to key markets such as Malaysia, China, India, Russia, and South Korea. According to the Ministry of Tourism and Sports (MOTS), while there has been a slight contraction in overall foreign arrivals compared to 2024, the country is poised for a dynamic recovery and ambitious growth in 2026. Thailand’s tourism sector remains one of the most important drivers of the national economy, and with the government’s strategies for the upcoming year, the future looks bright.

In the period between January 1 and December 21, 2025, Thailand welcomed a total of 31,762,987 foreign visitors—a 7.25% decrease from the previous year, primarily due to external economic pressures and global travel restrictions in the early part of the year. Despite the slight drop in arrivals, the Ministry of Tourism and Sports (MOTS) reports a significant surge in late December, marking a strong finish to the year. This report delves into the key statistics, market analysis, and Thailand’s strategic tourism goals for 2026.

Key Tourism Statistics: A Year in Review

The total foreign arrivals to Thailand in 2025, as reported by the Ministry of Tourism and Sports (MOTS), amounted to 31,762,987 visitors. While this marked a 7.25% decline from 2024, the country saw recent improvements as the year concluded. The total estimated tourism revenue for 2025 reached 1.48 trillion baht (approximately $43.5 billion USD), showing the continued value of the tourism sector despite the downturn in total arrivals.

During the week of December 15–21, Thailand experienced a 10.44% increase in arrivals, with more than 778,000 visitors landing in the country, signaling a strong finish to the year as holiday season travelers flooded in.

Year-End Stats:

• Total Foreign Arrivals: 31,762,987 (YoY Change: -7.25%)
• Total Estimated Revenue: 1.48 trillion baht (~$43.5 billion USD)
• Recent Surge (Dec 15-21): 778,341 visitors, 10.44% increase over the previous week.

Top Five Source Markets: Malaysia Surpasses China

Thailand’s tourism sector saw a shift in the source markets in 2025, with Malaysia emerging as the top contributor in terms of visitor arrivals, overtaking China for the first time in recent years. This is a notable development in the tourism landscape of Thailand, especially as China had been the dominant source market for many years prior to this shift.

Top Five Source Markets:

Key Insights:

• Malaysia leads with over 4.37 million arrivals, buoyed by cross-border travel and school holidays.
• China, although still a major contributor, saw a slight dip in total arrivals to 4.36 million in 2025.
• India continues to show growth, ranking third with 2.4 million visitors, while Russia and South Korea round out the top five.

December High Season: Long-Haul Market Surge and Short-Haul Consistency

As Thailand entered its high tourism season in December, both long-haul and short-haul markets saw varying levels of growth. The long-haul market, which includes visitors from Europe, the Americas, and other distant regions, experienced a robust surge during the final month of the year. This is significant because long-haul travelers tend to have a higher average spending per trip, making them crucial to Thailand’s tourism economy.

Long-Haul Market Surge:

• Total Long-Haul Arrivals (Dec 1–21): Over 900,000 visitors.
• Recent Weekly Growth: 20% increase in the third week of December, with 353,300 visitors arriving.
• Significance: Long-haul markets generally contribute higher revenue per trip compared to short-haul travelers, making their return vital for Thailand’s tourism revenue.

Short-Haul Market Trends:

The short-haul market, which primarily consists of travelers from neighboring countries like Malaysia, China, and India, remains the backbone of Thailand’s visitor volume. Malaysia, in particular, saw a surge due to the school holidays, with a 21% increase in the latest week of reporting.

• Malaysia: Strong growth with 21% increase in arrivals during the school holiday period.
• China: Steady growth, with 87,661 visitors in the latest week, a 2.81% increase.
• India: 60,772 visitors, a 3.02% increase from the previous week.

Strategic Government Indicators: Thailand’s Daily Flow and Year-End Forecasts

According to the Ministry of Tourism and Sports (MOTS), Thailand is currently averaging 111,191 visitors per day. This daily influx has sustained the tourism sector despite challenges faced throughout the year. As the Christmas and New Year festivals draw near, MOTS maintains a positive outlook, projecting a final surge in arrivals, particularly from Southern land borders (Sadao, Betong) where Malaysian tourism remains strong.

Government Forecast for December 2025:

• Daily Visitor Flow: 111,191 visitors per day on average.
• Year-End Forecast: 33 million visitors expected by the end of the year, despite a YoY drop.

Looking Ahead to 2026: Tourism Strategy and Revenue Targets

The Thai government has set ambitious targets for 2026, with revenue and foreign arrivals set to increase significantly. Thailand’s tourism sector aims to recover from its slight 2025 dip and is positioning itself for record growth in the coming year.

2026 Tourism Revenue & Arrival Targets:

• Revenue Target: 2.8 to 3.0 trillion baht (approximately $82–88 billion USD).
• Foreign Arrivals Target: Between 36 to 39 million visitors.
  • The Tourism Authority of Thailand (TAT) is targeting 36 million visitors, while the Association of Thai Travel Agents (ATTA) believes 39 million visitors is achievable, contingent on Chinese market recovery.

Market Share Breakdown:

• 58% of revenue is targeted from international markets.
• 42% of revenue will come from domestic tourism, with a target of 214 million domestic trips.

The Shift to High-Value Tourism:

Thailand’s new strategy for 2026, called “The New Thailand”, focuses on high-value tourism rather than sheer volume. This shift is designed to cater to affluent travelers, with a special emphasis on health and wellness tourism, digital nomads, and LGBTQ+ tourism. Key government projects, backed by a 4.5 billion baht budget, aim to elevate the quality of tourism and ensure sustainable growth.

Trusted Thailand: A New Safety Initiative

In response to global concerns about tourist safety, the Thai government introduced the “Trusted Thailand” program in late 2025. This certification program is designed to restore international confidence in Thai tourism by ensuring that hospitality businesses adhere to stringent safety standards.

Four Pillars of Trusted Thailand Certification:

1. General Safety: Mandatory CCTV and emergency response systems in all certified businesses.
2. Secure Payments: Integration of secure payment systems like Alipay and WeChat Pay.
3. Communication: Multilingual visitor care and professional support.
4. Mobility: Standardized safe transport routes and clear signage.

Certified businesses receive priority promotion through global booking platforms like Trip.com and TAT’s official channels.

Border Advisories and Security Updates

As Thailand prepares for another successful year of tourism, some border regions have raised concerns due to ongoing Thailand-Cambodia border disputes. The government has issued curfews and heightened security in districts like Sa Kaeo and Trat. However, major tourist hubs like Bangkok, Phuket, and Chiang Mai remain unaffected by these restrictions, ensuring that visitors can enjoy the country’s top attractions without disruption.

Conclusion: A Bright Future for Thailand’s Tourism

Thailand’s 2025 tourism performance reflects resilience, innovation, and adaptability. Despite facing global challenges, the country’s tourism sector has maintained its position as a leading global travel destination. With a strong year-end surge and ambitious goals for 2026, Thailand is poised to recover and exceed expectations in the coming year.

Through its “New Thailand” strategy, Thailand’s Ministry of Tourism and Sports (MOTS) is focused on sustainable growth, high-value tourism, and ensuring safety for international visitors. As Thailand moves towards a post-pandemic recovery, its tourism revenue and arrival targets are set to reach new heights, securing the country’s position as one of the world’s most desirable destinations.