File photo for reference only

Thailand's tourism sector faced a downturn in 2025, with foreign visits dropping 7.23% to 32.97 million, impacting overall revenue. The Ministry of Tourism and Sports reported a 1.26% decrease in total tourism revenue, reaching 2,703,335 million Thai baht. Despite this, domestic travel grew, with trips increasing to 202.37 million.

The decline in international arrivals led to reduced revenue from foreign tourists, totalling 1,536,574 million Thai baht, a 4.71% drop. Meanwhile, domestic tourism showed resilience, with revenues climbing by 3.69% to 1,166,761 million baht. Key markets like China, South Korea, and Malaysia recorded significant declines, while India and Russia showed positive growth.

The top sources for international tourists were:

Malaysia: 4,520,856 visitors (down 8.71%).

China: 4,473,992 visitors (down 33.55%).

India: 2,487,319 visitors (up 16.82%).

Russia: 1,898,837 visitors (up 8.80%).

South Korea: 1,555,227 visitors (down 16.79%).

Leading Five Tourism Markets by Receipts, 2025

China: 249,875 million baht (down 31.54%)

Russia: 113,950 million baht (up 9.77%)

India: 93,862 million baht (up 22.61%)

Malaysia: 88,646 million baht (down 15.53%)

United Kingdom: 74,515 million baht (up 21.70%)

China and Malaysia saw declines in arrivals and tourism receipts. However, Russia and India reported an increase in both visitor numbers and receipts, with India witnessing a 16.82% rise in tourists and a 22.61% increase in revenue.

Permanent Secretary Nutreeya Thaewong remarked that the overall fall in visitor numbers and revenue was not overly concerning, as the quality of tourists improved. The ministry has new plans for 2026 aimed at bolstering high-value tourism and enhancing wellness experiences. This includes maintaining stable visitor bases and prioritising safety to ensure Thailand remains a top tourist destination.

Looking forward, the ministry’s strategies focus on increasing appeal through various campaigns and easing travel regulations. This approach aims to attract more high-value travellers by delivering unique experiences while ensuring visitor safety remains at the forefront of efforts, according to The Nation.

Key Takeaways:

• Foreign tourism to Thailand in 2025 fell by 7.23%, affecting revenue.

• Domestic travel thrived, with a 3.69% increase in related revenue.

• The ministry plans to focus on high-value tourism and wellness in 2026.

Related Stories:

Thailand's Foreign Tourist Numbers Drop 7.22% This Year

Thai Tourism Faces 7% Decline With Fewer Chinese Visitors

  

Adapted by ASEAN Now from The Nation 2026-01-02

 

 

Good and with the continuing too expensive THB and the border issues and the upcoming elections there will be more going down.. As long as Thailand don't want to change things, staying conservative and control every one, it is not a welcoming destination anymore. Tourists are guests, treat them as guests instead as criminals or potential wrongdoers

29 minutes ago, ikke1959 said:

Tourists are guests, treat them as guests instead as criminals or potential wrongdoers

We are treated like cattle, the only they care about is milking us for everything they can get.

7 hours ago, webfact said:

Permanent Secretary Nutreeya Thaewong remarked that the overall fall in visitor numbers and revenue was not overly concerning, as the quality of tourists improved.

Only ~ 1.6 billion baht. Chump change.

24 minutes ago, Peabody said:

Only ~ 1.6 billion baht. Chump change.

I'm a chump in need of change 🫴

Not surprising. Thailand too expensive, currency too high.

12 hours ago, webfact said:

Permanent Secretary Nutreeya Thaewong remarked that the overall fall in visitor numbers and revenue was not overly concerning, as the quality of tourists improved.

quality tourists?? how does one measure that??

10 hours ago, BayArea said:

quality tourists?? how does one measure that??

I think he is referring to surge in western tourism. People were ranting about all the budget non-western tourist for at least the last decade but when Euro and US tourists numbers are surging they forget their rants. Funny but predictable...

On 1/2/2026 at 11:05 AM, ikke1959 said:

Good and with the continuing too expensive THB and the border issues and the upcoming elections there will be more going down.. As long as Thailand don't want to change things, staying conservative and control every one, it is not a welcoming destination anymore. Tourists are guests, treat them as guests instead as criminals or potential wrongdoers

What you state is quite correct... coupled to the fact that most tourists don't want to go to the same country every year and do the same thing..

Thailand thinks everyone will return plus more on-top.

For attract a majority of returnees they must start providing better infrastructure and better attractions.

Hardly surprising the way immigration change the rules every 5 minutes, even when you're here you can't get any clarity. Morons

Reading the news reports of incidents Involving foreign tourists involved in bar fights scams and so on

It looks like Thailand is getting the low quality Tourists instead of the high quality ones who appreciate the good things Thailand has to offer

And are moving on to Vietnam and surrounding Countries who offer a safer environment for people to enjoy themselves while on holiday

19 hours ago, Peabody said:

Only ~ 1.6 billion baht. Chump change.

24 minutes ago, shackleton said:

Reading the news reports of incidents Involving foreign tourists involved in bar fights scams and so on

It looks like Thailand is getting the low quality Tourists instead of the high quality ones who appreciate the good things Thailand has to offer

And are moving on to Vietnam and surrounding Countries who offer a safer environment for people to enjoy themselves while on holiday

Right,

Nowadays, there are mostly Indians and Russians walking around with little or no money to spend.
Tourists with money, such as Germans, Swedes, Americans, and so on, choose other destinations

Quality tourists? With China, Russia and and India topping the list?

The zenophobic Thais are forever trying to find ways to get our money without getting us!

14 hours ago, BayArea said:

quality tourists?? how does one measure that??

They're buying the more expensive condoms.

14 hours ago, BayArea said:

quality tourists?? how does one measure that??

I was about to post the same question. Really dumb statement from the minister, backed up by absolutely no data.

In the mad rush to condemn and attack Thailand, itappears that few people considered the data provided. The loss is specific to one country: China. The loss of revenue is China specific. Had the Chinese volume not decreased as much as it did, Thai tourism numbers would have been up.

On 1/1/2026 at 11:05 PM, ikke1959 said:

Good and with the continuing too expensive THB and the border issues and the upcoming elections there will be more going down.. As long as Thailand don't want to change things, staying conservative and control every one, it is not a welcoming destination anymore. Tourists are guests, treat them as guests instead as criminals or potential wrongdoers

If that is true, why is the European tourism volume increasing?

15 hours ago, daveAustin said:

Not surprising. Thailand too expensive, currency too high.

Ok, but the data does not support that argument because the volume from regions most impacted by the FX increased.

3 minutes ago, Bitcoin Hodler said:

Right,

Nowadays, there are mostly Indians and Russians walking around with little or no money to spend.
Tourists with money, such as Germans, Swedes, Americans, and so on, choose other destinations

The data does not support that conclusion. The data provided in this thread shows a large increase from the UK. Once the next data set is released, you will see that the previously stated stability of German and French visitors continued.

Chinese visitors Thailand have declined. The popular reason given is that it is related to safety reasons. However, tourists from China. have decreased everywhere except to Japan. Look at Canada, they disappeared. The Chinese economy is not as strong as some would think. This has an impact on Chinese leisure travel.

How expensive it is to come here and how expensive it’s getting when you’re here I believe that a lot of people are gonna find other countries neighboring that is a lot less expensive and a lot less hassles tiring has shot themselves in the foot once again TIT

Are russian,chinese and indians the kind of quality tourists that Thailand talk about?

Thailand spent too much time thinking that they were the center of the known universe, rather than addressing issues, planning for the future, and making the country more appealing.

And now are the severely bloated Thai baht, and all the other issues that Thailand has been facing, they are paying the Piper it would seem. Most of us are happy about falling tourism numbers, and hoping that translates into lower hotel prices and lower travel related costs, but that may just be a pipe dream.

On 1/2/2026 at 9:29 AM, webfact said:

The top sources for international tourists were:

Malaysia: 4,520,856 visitors (down 8.71%).

Can someone tell me why the Malaysia figure is so high, apart from border hoppers. What is here that they do not have?

On the figures they do not spend a lot of money.

20 minutes ago, GreasyFingers said:

Can someone tell me why the Malaysia figure is so high, apart from border hoppers. What is here that they do not have?

On the figures they do not spend a lot of money.

Ì

Why do so maný Màĺaysian tourists vìsit Thai border towns? A cĺue might lie in why so many foreiģners fly thousands of miles to visit Pattaya.

cue calls for a weaker THB from expat retiree community

7 minutes ago, Camelot said:

Ì

Why do so maný Màĺaysian tourists vìsit Thai border towns? A cĺue might lie in why so many foreiģners fly thousands of miles to visit Pattaya.

Yes, they are quite cheap down there from my experience. But why does TAT use them to enhance their figures because they would know the reason. Take out the Malaysian numbers and tourism is not so hot.

Thèy still còunt as legitimate tourists in TAT's eyes.

Of course it will drop, like the past few years. Sure the over strong inflated Thai Bhat is one of the reasons. But is that the only reason why tourists prefer to fly to other more welcoming countries with less immigration or bureaucratic hassles, less scams all over, overcharging foreigners etc etc ? Who knows...

As a long-term resident of Thailand, I consider myself very lucky. I live up in Isaan, have a steady relationship that’s lasted many years, and my life here is stable.

Everything is paid for, I have no major outgoing bills beyond monthly living costs, and I enjoy a decent, reliable income stream. In short, I’m not here struggling or chasing anything.

Some time ago, I mentioned that I now choose to spend most of my leisure time and money in nearby countries, particularly Cambodia and Vietnam. It isn’t rocket science why.

Across Cambodia, and especially in places like Phu Quoc in Vietnam, I consistently experience efficient, friendly service. I don’t feel like people are trying to squeeze every last baht out of me. I’m not rushed, not pressured, and generally treated with warmth and respect. Cambodia still has a certain innocence about it, to the point where you’d almost feel bad about being rude or letting people down.

Vietnamese people in the service industry, on the other hand, strike me as diligent, hardworking, and genuinely eager to do a good job. They’re efficient and professional; while they don’t suffer fools gladly, that’s part of what makes interactions feel honest. They certainly are in the hotels I have stayed at.

By comparison, Thailand increasingly feels like it’s shooting itself in the foot. Constant threats of deportation, endless talk of bans, and frequent, confusing policy changes create an atmosphere of uncertainty that doesn’t need to exist.

Long-term residents, retirees, and regular visitors are left feeling unwelcome or on edge, even when they’ve done nothing wrong and contribute quietly to the economy.

People like me aren’t looking for special treatment. We want stability, clarity, and a sense that we’re welcome. When neighbouring countries offer that with less stress and more goodwill, it’s no surprise where time and money start to flow.

The thing is that those living here, the western retirees for instance, see all the fuss and harassment of rules for their visa issues, all the overcharging, scams, corruption, unsafe roads and so on. They speak about this back home to friends and family. And nowdays in 1 hour you can mention a point and in 5 hours it's all over the world thanks to social media.

8 hours ago, Toby1947 said:

Hardly surprising the way immigration change the rules every 5 minutes, even when you're here you can't get any clarity. Morons

Morons??? maybe not... this is how Thailand works. It's been this way for decades.

Rules aren't changed every 5 minutes, it's the way the laws / rules are written, so it's left up to the government offical in front of you to interpretate the rules to benefit them.

It might be "this way" one time, then next time a diffident government offical same rule / law but now it's "the other way".

I think they actually create the laws / rules this way to allow the brown envelopes to keep flowing.

8 minutes ago, SingAPorn said:

The thing is that those living here, the western retirees for instance, see all the fuss and harassment of rules for their visa issues, all the overcharging, scams, corruption, unsafe roads and so on. They speak about this back home to friends and family. And nowdays in 1 hour you can mention a point and in 5 hours it's all over the world thanks to social media.

But it is the reality. Not the fairytale Thailand wants everybody to believe. People who came here and are scammed are doing the same.. if Thailand stios the double standards and everything you mentioned it will have a better image as an result. But nowadays don't forget that Thailand is far too expensive because of the overpriced THB