Tourism Downslide: Sky-High Costs Drive Fewer Visitors

Tourism Downslide: Sky-High Costs Drive Fewer Visitors to Thailand

Thailand has seen a drop of about 7.08% in foreign tourist arrivals from January 1 to September 14, 2025 compared to the same period in 2024, totalling about 23 million visitors. The state planning agency has lowered its full-year forecast for arrivals to 33 million, down from an earlier estimate of 37 million. Malaysia now leads as the largest source of tourists, with China close behind, but Vietnam is gaining ground as a preferred destination for Chinese travellers. Rising costs—especially in accommodation, food, and travel—are cited as a major deterrent, with many pointing out that aspirational value and affordability are no longer aligned. The numbers suggest that Thailand’s competitive edge as a budget-friendly destination is under pressure, and that price sensitivity among travellers is starting to shift their destination choices.