BANGKOK, 5 November 2025: Despite global headwinds, Thailand’s tourism industry remains the cornerstone of the nation’s economy, contributing about 12% of GDP and employing over 4.4 million people.
While some reports highlight short-term dips in arrivals, the broader truth is that Thailand’s tourism continues to adapt, evolve, and reaffirm the country’s place as one of the world’s most admired and welcoming destinations.
Global headwinds, local resilience
The world’s travel map has been redrawn by events far beyond Thailand’s control.
The ongoing war in Ukraine has compelled airlines to reroute long-haul flights, resulting in increased distance, time, and cost. Industrial strikes across Europe, North America, and Australia have disrupted schedules and unsettled travellers. Inflation and fuel prices remain stubbornly high.
Even so, Thailand has continued to welcome more than 26 million international visitors so far this year, with daily arrivals averaging around 100,000 – a remarkable figure by any global measure.
Tourism: A cornerstone of prosperity
Travel and tourism are not just economic drivers; they are an integral part of Thailand’s culture and identity. From hotel staff and chefs to farmers, artisans, and guides, tourism supports the livelihoods of people in every region.
Infrastructure investment remains strong. The Eastern Economic Corridor, airport upgrades, and expanding rail links are enhancing connectivity, while luxury eco-resorts, wellness retreats, world-class spas, and community-based tourism projects are shifting Thailand’s focus towards quality, sustainability, wellness, and shared local benefits.
Sustainability is supreme
Without a strong commitment to sustainability, no tourism model can thrive in the long term, and Thailand’s leadership recognises this. The Ministry of Tourism and Sports, the Tourism Authority of Thailand, and private-sector partners have made sustainability a central focus of their policies and initiatives. Thailand now focuses heavily on communities that support tourism directly, encouraging farm-to-table dining, local craft sales, and village experiences that keep tourism income where it matters most. This approach protects natural and cultural assets while strengthening the bond between visitor and host – the essence of Thai hospitality.
Inspiring trends in 2025
• China and Malaysia remain Thailand’s top two markets, both showing renewed confidence.
• Domestic tourism thrives as Thais rediscover their own country through short breaks, festivals, and wellness escapes.
• European and Middle Eastern visitors are returning, especially for luxury, wedding, and MICE segments.
Travellers increasingly seek authentic, sustainable, and culturally rich experiences-areas where Thailand excels.
Why Thailand’s tourism thrives
Thailand’s enduring appeal is built on more than beauty. It offers excellent value for money, genuine hospitality, easy access, and a dazzling array of experiences. From tropical seas to misty mountains, from jungle trails to golden temples, from elephants and orchids to bustling street markets, Thailand’s variety is unmatched.
And then there’s the food — bold, fragrant, joyful, one of the finest cuisines in the world. People travel halfway around the planet just to taste it again.
Thailand’s tourism is good: inclusive, sustainable, and full of human warmth. It brings joy to visitors while empowering communities. Critics may focus on numbers, but good tourism has never been about counting heads; it’s about creating memories and meaning.
Warning signs and the road ahead
Challenges remain; inflation, currency shifts, and environmental pressures must be managed carefully. Yet Thailand is meeting these with energy and imagination through:
• Expanded eco-tourism certification and green hotel standards.
• Ongoing airport and transport upgrades.
• Digital and AI-driven marketing to reach new audiences.
• Closer ASEAN cooperation to balance long-haul volatility.
• Visa-ease policies and strong airline partnerships to sustain premium travel.
These steps ensure Thailand remains Southeast Asia’s most resilient and admired destination.
A welcoming world, Thai style
So yes, numbers rise and fall, currencies strengthen and slip, and forecasts get rewritten. But Thailand keeps the welcome light on.
The beaches still sparkle, the smiles are still real, and somewhere a tuk-tuk is still honking cheerfully at sunset.
The next time someone says “tourism is down,” smile politely — you’ll know better. Thailand’s tourism is good: resilient, sustainable, and unforgettable. It lives not in spreadsheets but in the scent of jasmine rice, the sound of temple bells, and the laughter shared over plates of pad thai.
About the author
Andrew J Wood is a British-born travel writer and former hotelier who has called Thailand home since 1991. A graduate of Napier University in Edinburgh, he served as General Manager for several leading hotels and is a former Director of Skål International, having twice served as President of Skål Bangkok and as Past President of both Skål Thailand and Skål Asia.
Amazing it always is. I always look forward to a visit whether it be for business or a holiday.
Thank you Ian, much appreciated. Thailand has a way of surprising us all over again, even after decades of living and travelling here. I completely agree, careful growth is the key. We want visitors who value the culture, the smiles, and the stories, not just the selfies. Here’s to keeping Thailand amazing for the next generation too. Cheers my friend!
Great article Andrew as always!
Thanks so much Tony mate, really kind of you to say. Always appreciate your support. Thailand gives us so many stories to tell, it makes the writing a joy. Glad you enjoyed this one.
The tourism market in Thailand truly needs international visitors. This is because domestic purchasing power has significantly decreased due to job market contractions. The advent of AI has led many companies to cut costs by halting new hires and gradually laying off existing employees.
When fewer Thais are employed, the overall purchasing power in the market declines. This creates a dangerous cycle: companies see reduced revenue, which, in turn, pressures them to further reduce their workforce. The current economic climate is quite worrisome; even those with savings are hesitant to spend, fearing potential job loss. Therefore, the industry is primarily relying on international tourists to sustain the market
Thank you Khun Thana, your comment is incredibly insightful. You raise a point that I honestly had not explored in depth, especially the wider impact of AI on the workplace. There are many positives with new technology, but you are absolutely right that it is reshaping the job market faster than many expected. Your analysis is spot on.
I would never presume to tell you what should be done, you understand this issue far better than I do. But one thought that seems hopeful is the ability to move and retrain parts of the workforce into sectors where demand is still growing, including tourism, wellness, IT services, hospitality, and creative industries. Many countries are already doing this with good results, helping people transition rather than be left behind. Perhaps Thailand can benefit from similar strategies.
And yes, there is some light on the horizon. Confidence often returns quickly once employment stabilises. A strong domestic economy helps everyone, especially tourism.
For context, in a normal year Thailand welcomes about 210–230 million domestic trips, generating roughly 800–900 billion baht. So when domestic spending slows, the impact is felt across every province.
International visitors are helping to keep the engine running while the local economy regains its balance. Your point about the cycle of lower spending and lower revenue is very important, and I appreciate you raising it so clearly.
AJW
Thank you again Khun Thana, you always bring depth and intelligence to the conversation. Much appreciated.
Good to see Thailand adapting to the situation on hand. It is a lot to do with being in touch with reality and moving on with renewed energy focused on sustainability. The Domestic Market picking up is also something that is required in the present situation and we see this too picking up right.
Thank you President Sk. Shekhar, always appreciate your thoughtful take. Thailand has indeed shown a real ability to stay grounded in reality, adjust quickly, and push forward with fresh energy, especially in sustainability which is now at the heart of long term tourism success.
You are absolutely right about the domestic market. When Thai travellers feel more confident, the whole industry becomes more balanced and resilient. We are already seeing encouraging signs, and with a bit more stability the local market should continue to strengthen.
Thanks again for sharing your perspective my friend, always value your insights.
AJW
Such an insightful story! The warning signs are a big reality, and it’s quite interesting how all stakeholders will tackle them moving forward.
Thank you Andreas, really appreciate your kind words. You are right, the warning signs are very real, and they remind us that tourism is never on autopilot. It takes constant attention from everyone, from policy makers to hoteliers and the communities themselves.
It will be fascinating to see how all the stakeholders respond in the months ahead. Thailand has a long history of adapting with creativity and good sense, so I am hopeful we will navigate these challenges with the same spirit. Thanks again my friend, glad the article resonated with you.
Andrew
“Why Thailand’s tourism is good to go”
A positive, informative and interesting story.
Good to see a positive perspective on Thai tourism instead of all the doom and gloom surrounding us.
Thank You Lars yes a lot of negativity out there I felt it was time to look beyond the numbers and as Luzi rightly identifies below the quality is important with regard to geographical spending power.
A road with a bright future ahead! Well done Thailand👍
Thank you Stuart
We should not put too much importance on a 7.5% drop in tourist arrivals from mainly Asian visitors from China, Malaysia and Korea booking relatively short stays in Thailand.
It is important to note that arrivals from India are up 15.28%, from Russia up 9.7% and from the UK up 13.6%.
Overseas tourists spend considerably longer stays in the country and are, as such, more meaningful to Thailand’s tourism economy!
Thank you Luzi you are absolutely 100% correct —geographical spending power is important coupled with length of stay to get visitor value
Thailand to me is always an easy choice. The people, the food the service, the hotels, the quality, the party, the fun, but especially the Smile, will always make Thailand a Special place to me.
Very well written and most level headed take on the situation Andrew.
Thanks mate couldn’t have said it better. Your annual cricket tournaments have been supporting Thailand’s sport tourism in Chiang Mai, Bangkok, Phuket for many years with the CRICKET SIXES
Excellent piece, love the line “Thailand’s variety is unmatched”. because that’s the truth! If you ever get the chance travel around the Kingdom. It simply is “Thailand Amazing Thailand”!
Thanks Will for your comments.
Let me also say honestly your support for Thailand just keeps shining. From the brilliant musical magic you created with the Isan Project, mixing local talent with international stars, to the heartfelt tributes you led for the cave divers who helped save the boys during the rescue with everyone in Thailand holding their breath. Your kindness has left a real mark on the country.
And then there is football, your other great love. Copa Tailandesa is your baby, your creation, and your pride. As the Founder, you have turned it into something special, bringing grass roots football to life in communities that truly benefit from it.
Watching young players run out with huge smiles because of the opportunities you have created is inspiring.
The Copa Thailand tournaments are such a credit to you. They show your passion and your heart, always giving back to Thailand in ways that feel genuine and full of joy.
Thank you Will, for everything you do for this country.