Thailand recorded 31.76 million foreign tourist arrivals from January 1 to December 21, 2025, marking a 7.25 percent decline compared to the same period last year, the Tourism and Sports Ministry announced on Tuesday.
Key Source Markets
Malaysia emerged as the largest source market, contributing 4.38 million visitors, closely followed by China with 4.36 million arrivals. Despite these strong markets, total arrivals fell short of pre-pandemic levels. Thailand had previously recorded a historic high of nearly 40 million visitors in 2019 before the COVID-19 pandemic impacted global travel.
Central Bank Forecast
Last week, the Bank of Thailand (BoT) maintained its full-year forecast for foreign tourist arrivals at 33 million for 2025, signaling cautious optimism for the remainder of the year.
Challenges in Attracting Chinese Tourists
Thai tourism operators are urging the government to adopt a more proactive approach to attract Chinese visitors, as ongoing political tensions have diverted tourists toward Japan and other countries. The ministry and industry stakeholders are considering strategies to revive this critical market segment, which has historically been among Thailand’s top sources of tourism revenue.
Bangkok Tops Global City Rankings
Despite the overall decline in international arrivals, Bangkok was named the world’s most visited city in 2025 by Euromonitor International’s latest “Top 100 City Destinations Index,” welcoming 30.3 million international tourists. This recognition underscores Bangkok’s continued appeal as a global travel hub and a top destination for international visitors.
Thailand’s tourism industry, a key driver of the national economy, faces both challenges and opportunities as it navigates post-pandemic recovery and evolving international travel trends. Officials and operators are focusing on enhancing marketing strategies, improving infrastructure, and targeting high-value markets to regain momentum in the coming years.
