BANGKOK — Thailand received 26.89 million international visitors during the first 10 months of 2025 (January 1 – November 2), generating approximately 1.24 trillion baht ($38 billion) in tourism revenue, according to the Ministry of Tourism.
Malaysia led source markets with 3.88 million visitors, followed by China (3.80 million), India (2.00 million), Russia (1.43 million), and South Korea (1.28 million).
Current trends suggest Thailand will exceed 30 million foreign arrivals by year-end, though falling short of the former government’s ambitious 40 million target set earlier this year.
Chinese Market Slump Derails Targets
The Paetongtarn Shinawatra administration had aimed to surpass pre-pandemic 2019 levels of 39.91 million visitors. However, a February incident involving Chinese actress Wang Xing—allegedly lured to Thailand before being trafficked to Myanmar for scam operations—severely damaged confidence among Chinese travelers, causing arrivals from China to plummet.
By comparison, 2024 saw 35.54 million tourists generate 1.67 trillion baht ($51.3 billion), representing 26.27% growth from 2023.
Long-Haul Markets Surge in High Season
Nattariya Thaweewong, Permanent Secretary of the Ministry of Tourism and Sports, reported encouraging signs during October 27 – November 2, with long-haul arrivals surging over 25% as high season began.
American tourists jumped 33.20%, propelling the U.S. from seventh to fifth place among source markets. Indian arrivals topped 2 million and have held third position for ten consecutive weeks.
During the week ending November 2, Thailand welcomed 644,179 foreign tourists—up 8.78% from the previous week, averaging 92,026 daily arrivals.
Weekly growth varied by market: U.S. visitors rose 33.20% and Russian arrivals increased 11.63%, while Malaysian visitors declined 15.15%, Chinese tourists dropped 2.62%, and Indian arrivals fell 0.73%.
Officials expect continued growth driven by high season travel, government visa exemption policies, and airline capacity expansion initiatives.
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