Thailand’s Foreign Tourist Arrivals Drop By Seven Point Nineteen Percent, As Malaysia And China Contribute To The Decline

Published on December 10, 2025

Thailand has seen a 7.19% drop in foreign tourist arrivals in 2025, primarily driven by a decline in visitors from key markets, particularly Malaysia and China. These two countries have historically contributed significantly to Thailand’s tourism sector, and the reduction in their travel volumes has had a notable impact. The shift in travel dynamics, alongside other regional factors, underscores the challenges Thailand faces in maintaining its status as a leading travel destination, signaling a need for targeted efforts to rejuvenate tourism and attract international visitors.

Thailand, renowned for its tropical beaches, rich culture, and vibrant cities, has long been a top destination for international travelers. However, recent data from the Tourism Ministry paints a less rosy picture for the country’s tourism sector in 2025. Foreign tourist arrivals from January 1 to December 7 experienced a notable decline of 7.19% when compared to the same period in the previous year. This data suggests that, while Thailand remains a key player in global tourism, the recovery from the pandemic is still facing challenges.

The total number of foreign visitors to Thailand during this period was 30.27 million. While this represents a significant number of tourists, it highlights the ongoing gap in the country’s tourism figures when compared to pre-pandemic years. In 2019, just before the pandemic disrupted global travel, Thailand set a remarkable record by welcoming nearly 40 million visitors, a benchmark that now seems distant. The decline in tourism this year signals that the sector has yet to fully regain the momentum it enjoyed in the years prior to the global health crisis.

Among the top contributors to Thailand’s foreign tourism are neighboring countries in Asia. Malaysia, which shares close cultural and geographic ties with Thailand, has been the largest source of foreign tourists, with 4.23 million visitors arriving throughout the year. This figure is reflective of the strong historical travel connections between the two nations, with Malaysian citizens frequently choosing Thailand for short holidays, business trips, and family visits. The ease of travel between the two countries, bolstered by regional air connectivity and a shared border, has helped maintain Malaysia as a leading market for Thai tourism.

Following Malaysia, China ranks as the second-largest source of foreign visitors, with 4.18 million tourists arriving in Thailand in 2025. China has long been an important market for Thailand’s tourism industry, and the numbers reflect the ongoing demand for leisure and shopping experiences in popular Thai destinations such as Bangkok, Phuket, and Chiang Mai. Despite challenges such as travel restrictions and the aftermath of the pandemic, Chinese travelers have continued to visit Thailand, indicating a steady interest in its attractions. However, China’s own domestic tourism growth and shifting preferences have influenced travel patterns, with some tourists opting for nearby destinations or exploring lesser-known regions.

In its projections for the remainder of 2025, the National Economic and Social Development Council (NESDC) maintained its forecast for foreign tourist arrivals at 33 million. While this forecast suggests some optimism, it also underscores the significant shortfall from pre-pandemic levels. The council’s estimates reflect a cautious recovery, as tourism-related businesses and government bodies work to adapt to post-pandemic realities. Although 33 million visitors would mark an improvement over the current tally, it is still far from the 40 million mark reached in 2019, a figure that Thailand had hoped to surpass with its recovery efforts.

In addition to the regional factors influencing the tourism sector, the broader global economic environment is also playing a role in shaping Thailand’s tourism trends. The rise in inflation, shifts in currency exchange rates, and uncertainties around travel regulations have all contributed to the changing dynamics of international travel. Thailand’s currency, the baht, has fluctuated against major international currencies, influencing the spending habits of foreign tourists. While Thailand remains an affordable destination for many, these economic factors may have deterred some travelers from booking extended stays or engaging in higher-value tourism activities.

Tourism officials are optimistic that targeted marketing efforts, collaborations with international airlines, and improved infrastructure will help attract a more diverse group of visitors in the coming years. Key initiatives, such as the promotion of cultural tourism, eco-tourism, and wellness retreats, are expected to play a larger role in attracting tourists who seek authentic and sustainable travel experiences. Thailand’s rich heritage, including its ancient temples, lush jungles, and pristine beaches, offers unique opportunities for travelers looking for meaningful and eco-conscious vacations. However, challenges such as over-tourism and the environmental impact of large-scale tourism developments will need to be addressed to ensure that the industry can sustain long-term growth.

As part of the recovery plan, Thailand is also focusing on enhancing its digital tourism infrastructure. Efforts to streamline visa applications, provide real-time information to travelers, and leverage technology for personalized travel experiences are expected to improve the overall visitor experience. These efforts will be essential in attracting high-value tourists who are increasingly tech-savvy and demand seamless, personalized service.

In addition, Thailand’s tourism sector is shifting its focus to attract tourists who seek off-the-beaten-path destinations. With the growing concern over overtourism in crowded tourist hubs, Thailand is promoting lesser-known areas to distribute the flow of visitors more evenly across the country. Destinations in the northern and northeastern regions of Thailand, which have traditionally seen fewer tourists, are now being highlighted as emerging hotspots for travelers interested in exploring authentic rural landscapes, local cultures, and traditional lifestyles. These areas offer a different perspective of Thailand, appealing to those who wish to escape the crowds and explore more tranquil, scenic locations.

The pandemic has forced Thailand’s tourism industry to reassess its strategies, with a stronger focus on sustainability, community engagement, and responsible tourism. While the decline in foreign arrivals in 2025 may seem discouraging, it has prompted the country to reevaluate its approach to tourism. With a robust recovery plan in place, Thailand is well-positioned to attract new markets, adapt to changing global trends, and reclaim its place as a top destination for international travelers.

Thailand’s foreign tourist arrivals have dropped by 7.19% in 2025, largely due to reduced visitors from key markets like Malaysia and China, which have traditionally been major contributors to the country’s tourism.

Despite the setbacks, Thailand’s tourism sector remains resilient, and there are signs of a gradual but steady recovery. The efforts to boost tourist numbers in 2025 and beyond will require continued cooperation between the government, private sector, and local communities to ensure that Thailand remains a top choice for travelers seeking unique and enriching experiences. By focusing on sustainability, promoting lesser-known destinations, and leveraging technology, Thailand aims to pave the way for a brighter future for its tourism industry.