Thailand’s Tourism Sector Surpasses Expectations In 2025 With Striking Growth From Regional Markets And Expansive Infrastructure Advancements

Published on July 20, 2025

There has been a massive spike in incoming visitor traffic from the start of the first half of 2025 in Thailand, with a powerful push up by regional markets. China, Malaysia, and South Korea met peak as the top three source markets while enhanced air access and travel facilitation were catalysts for growth from Thailand’s top performing markets. This increase can also be attributed to the promotion of the country as a destination in relation to the ‘Amazing Thailand Grand Tourism and Sports Year 2025,’ which is designed to improve the quality of the tourism and sport activities in the country and make Thailand a more convenient destination. Bangkok, Pattaya and Phuket are still drawing in the crowds of foreign tourists, while more and more tourists are checking out emerging destinations like Hat Yai for the cheap prices and easy accessibility.

The latest data from digital travel platform Agoda reveals ongoing growth in inbound travel to Thailand during the first half of 2025, highlighting sustained demand from crucial regional markets. The report reveals that China, Malaysia, and South Korea were the top three sources of international visitors, followed by Japan and Singapore. This growth in travel comes as Thailand expands its air connectivity and implements measures under the Amazing Thailand Grand Tourism and Sports Year 2025 campaign. These efforts aim to improve travel facilitation, ensuring a smooth experience for tourists arriving from across the globe.

The data reveals that Bangkok, Pattaya, and Phuket continue to be the top destinations for international travelers. However, a shift toward new and emerging destinations is also becoming apparent. Hat Yai, in particular, has gained significant traction, with an increasing number of travellers from Malaysia and Singapore opting to visit. The city’s reputation for affordability and its ease of access have been key factors in its rise. As a result, Hat Yai has earned recognition as one of the most budget-friendly cities in Asia for two consecutive years, further enhancing its appeal as a go-to destination for cost-conscious travellers.

Agoda’s data also reveals interesting trends in visitor behaviour, highlighting differences in the length of stays across various markets.Although China ranked first in total visitor numbers, South Korean travellers consistently enjoyed the longest stays in Thailand. Following South Korea were tourists from Japan, Malaysia, Singapore, and China. The extended stays can be attributed to a variety of factors, including the attraction of island destinations and less crowded locales. Islands like Ko Tao, renowned for its exceptional diving opportunities, and Ko Pha-ngan, famous for its unique mix of relaxed beaches and vibrant nightlife, are drawing longer visits. Similarly, Pathum Thani, a province near Bangkok that offers a more authentic local atmosphere, has also attracted visitors seeking a more immersive Thai experience.

The surge in visitor numbers during the first half of 2025 also coincides with broader trends in Thailand’s tourism infrastructure. The government has worked diligently to enhance its tourism offerings by improving the accessibility of transportation, upgrading infrastructure, and making visa procedures more streamlined and efficient. These efforts are part of a broader push to encourage quality tourism, focusing not only on volume but also on the overall experience for international visitors. This approach aims to attract tourists who are interested in exploring more than just the popular tourist hotspots, ensuring a richer and more sustainable tourism environment.

AOfficial data from the Ministry of Tourism and Sports reveals that Thailand attracted over 16 million international visitors during the first half of 2025. This surge in tourism contributed a remarkable 743.582 billion baht to the country’s tourism revenue. The growth reflects the success of government initiatives, including strategic marketing campaigns, streamlined visa processing, and enhanced travel facilitation measures. These efforts have made it easier for tourists to explore Thailand, whether they are visiting well-known attractions like Bangkok’s bustling streets, Pattaya’s vibrant beaches, or the serene islands in the south.

Agoda’s insights also shed light on the emerging trends that are shaping travel to Thailand. For example, the rise of destinations like Hat Yai signals a shift towards more affordable and accessible locations. As more travellers from Southeast Asia, particularly Malaysia and Singapore, discover the appeal of Hat Yai, it is likely to become a focal point for budget-conscious travellers seeking new and affordable destinations in Thailand.

Moreover, Agoda’s data highlights the increasing appeal of Thailand’s islands and more serene destinations. Ko Tao and Ko Pha-ngan have long been known for their laid-back vibes and natural beauty, attracting those looking for an escape from the more crowded tourist destinations. The appeal of these locations is driven by the chance to explore pristine beaches, enjoy world-class diving, and indulge in a more relaxed pace of life. Pathum Thani, which offers visitors a more authentic, local experience near Bangkok, is another example of how travellers are seeking destinations that go beyond the typical tourist attractions.

Agoda’s report also highlights the significant role that regional markets continue to play in driving Thailand’s tourism success. The country has seen a steady stream of visitors from China, Malaysia, and South Korea, with these markets maintaining their position as the top sources of international travellers. While long-haul markets like the United States and Europe remain important, the rise of regional travel has been a key factor in the resurgence of tourism in Thailand, particularly as travellers from neighbouring countries seek short-haul getaways. Thailand’s proximity and improved accessibility make it an ideal destination for travellers from Asia, with affordable flight options and seamless connectivity making it easier than ever to visit.

The increased focus on regional tourism is also reflected in the travel behaviours of different nationalities. South Korean tourists, for example, have been found to stay the longest in Thailand, enjoying extended vacations that allow them to explore a wide range of destinations. Japanese visitors, on the other hand, tend to take shorter, more focused trips, while Malaysian and Singaporean travellers are gravitating towards newer destinations like Hat Yai for their affordability and proximity.

As Thailand continues to build on the success of its tourism campaigns and infrastructure upgrades, it is poised to maintain its position as a top destination for travellers from around the world. With a strong emphasis on both popular attractions and emerging destinations, Thailand’s tourism sector is set to thrive in 2025 and beyond.

Thailand’s inbound tourism in 2025 had seen a growth driven by robust regional markets including China, Malaysia and Korea. This is due to improved air accessibility and the continued of the Amazing Thailand Grand Tourism and Sports Year 2025 campaign, with the destination now more accessible and appealing.

The ongoing growth in international visitors is not only a testament to the strength of Thailand’s tourism offering but also a reflection of the country’s commitment to enhancing its travel infrastructure and promoting quality tourism. With continued support from both the public and private sectors, Thailand is well on its way to securing its position as a leading global tourism hub in the years to come.