UK, Germany, France, US, Australia, Israel, Italy, Netherlands, Spain, Saudi Arabia Drive Strong Growth in Thailand’s Long-Haul Tourism as TAT Eyes 2025 Targets

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The Tourism Authority of Thailand (TAT) has reported significant growth in long-haul international arrivals for early 2025, aligning with its national strategy to attract high-value travelers. TAT is on track to meet its ambitious target of 39 million visitors and 2.23 trillion Baht in revenue by the year’s end. From January 1 to April 21, 2025, Thailand welcomed over 11.35 million visitors, with long-haul markets showing particularly strong year-over-year growth. Notable increases were observed in key markets, including the United Kingdom (+20.61%, 423,324 visitors), Germany (+13.14%, 407,378 visitors), France (+22.65%, 364,262 visitors), and the United States (+12.83%, 379,472 visitors). Other countries such as Israel, Italy, the Netherlands, and Spain also saw impressive gains.

This robust performance is partly attributed to TAT’s Airline Focus strategy, which has expanded airline seat capacity through partnerships with international carriers. New routes and increased frequencies from airlines like Alitalia (Italy–Bangkok), Condor (Frankfurt–Bangkok/Phuket), and Evelop Airlines (Madrid–Bangkok) have contributed to the growth. Bookings for long-haul markets remain strong, with continued momentum expected from the UK, Italy, Spain, Israel, and Russia.

TAT is concentrating its efforts on high-value, high-spending markets to drive sustainable growth. Key focus areas include Europe (UK, Germany, Italy), the Americas (Argentina, Brazil), Oceania (Australia), the Middle East (Saudi Arabia, Kuwait), and Africa (South Africa), along with important short-haul markets like Japan, South Korea, Taiwan, and India.

To attract high-value tourists, TAT is promoting health and wellness experiences such as Thai massage, yoga, wellness cuisine, and holistic programs—particularly popular among European, ASEAN, and Middle Eastern travelers. In addition, TAT is expanding its efforts in the yacht and superyacht segments for European, Australian, and Asia-Pacific markets. Sports and entertainment tourism, including golf, marathons, Muay Thai, and cycling, is being actively promoted in regions such as Russia, Europe, the US, Australia, and China. The growing demand for workation and digital nomad opportunities is being addressed in destinations like Chiang Mai, Bangkok, and Ko Samui.

“We’re not just chasing numbers — we’re shaping the future of Thai tourism,” said TAT Governor, Ms. Thapanee Kiatphaibool. “From wellness and yachting to global festivals and sport, we’re curating experiences that speak to today’s traveller, while building long-term value for the Thai economy and local communities.”

To maintain year-round travel, TAT is leveraging Thailand’s cultural appeal through its Grand Festivity initiative, part of the Amazing Thailand Grand Tourism and Sports Year. Following the success of Songkran 2025, the Thailand Summer Festivals campaign will showcase major events in music, sports, arts, and food culture. High-profile events such as EDC, Wonderfruit, and the SEA Games will attract international attention.

A comprehensive digital, print, and social media campaign will ensure Thailand remains top-of-mind for global travelers. With strong momentum, TAT is well-positioned to meet its 2025 tourism goals.