South Korea is slipping down the list of preferred overseas destinations for Thai travellers, as tougher immigration checks leave some worried they could be refused entry after paying for a holiday.
About 328,000 Thais visited South Korea in 2025, a fall of 13.8% from the previous year, according to research by Bnomics, Bangkok Bank's research unit. The country ranked 13th among destinations for Thai travellers, well below the more than 559,000 visits recorded in 2019, before the COVID-19 pandemic.
The decline came despite a record year for overseas travel overall. Bnomics found that 13.06 million Thais travelled abroad in 2025, up 11.4% year-on-year, spending a combined 559 billion baht.
Screening concerns affect holiday decisions
South Korea remains attractive to Thai visitors through its food, culture and K-pop, Bnomics said. However, concerns about illegal employment involving some Thai nationals have resulted in stricter immigration screening.
Cases in which Thai travellers have been denied entry have become a significant issue in Thailand. The prospect of being turned away creates uncertainty for people who have already bought flights, reserved hotels, arranged time off work and set aside money for a trip.
Thai passport holders can currently visit South Korea visa-free for tourism for up to 90 days, although they generally need K-ETA approval before departure. That approval does not guarantee admission, as immigration officers at the airport have the final decision on entry.
Bnomics said such uncertainty becomes an added cost for travellers. Where alternative destinations offer more straightforward or predictable entry procedures, holidaymakers may decide the risk is not worth taking.
China takes the top spot
China was the leading destination for Thai travellers in 2025, receiving 3.06 million visitors - nearly one in four Thais travelling overseas. Thai visitors spent 120.25 billion baht there.
Bnomics linked China's rise to the permanent Thailand-China visa exemption agreement, which took effect in March 2024, as well as extensive transport links, value for money and a broad choice of destinations.
"Tourism competition is not only about making people want to come, but also making people confident that they can come," Bnomics said.
The shift has also affected airline services. AirAsia previously said it would end its Bangkok-Don Mueang to Seoul route on 25 October after 12 years, citing changing travel demand.
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27 September 2026
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