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.
Great place
Hi Max
Agree Thailand is a place great place!
It’s been my home now since Jan 1991. I arrived with just 2 suitcases 34 yrs ago.
Absolutely, the resilience of Thailand’s tourism industry is remarkable. Despite global challenges, its ability to adapt and thrive speaks volumes about the country’s commitment to sustainable and inclusive tourism. The focus on community benefits and authentic experiences is crucial in maintaining its status as a unique destination. Thailand’s rich culture, stunning landscapes, and warm hospitality truly create unforgettable memories always.
Thank you, Stefan for your comments. I have to say I agree 100% with everything. You certainly have hit the spot‼️
Kind regards Andrew.
A sustained programme is needed to educate the government authorities and populace on the benefits to be obtained from tourism, so that tourists are made to feel genuinely welcome and not treated like walking wallets. For instance the BTS which actively discriminates against non-Thais and charges non-Thais higher fares is a prime example. Outlaw two tier pricing at all levels and venues/sites/facilities. It is demeaning and discriminating!
Thank you Gary you make some excellent points
Especially on 2-tier pricing‼️
Best
Andrew
Great article, however, 12% GDP contribution would seem under-estimated?
Hi Olga it used to be 10% a few years ago and has been steadily climbing. However that is only the measure of direct international tourists.
My research shows that If you look at direct inbound tourism revenue alone: ~10-15% of GDP pre-pandemic.
If you include the broader travel & tourism ecosystem (accommodation, food services, transport, shopping, indirect impacts): ~15-20% of GDP in strong years.
Thank you very much for commenting. It is much appreciated. I hope everything is good in Rayong. You must be getting busy before the high season warmest Andrew.❤️
Valuable insight, Andrew!
Thank you very much Rusty for your comment much appreciated. Glad you enjoyed the article Andrew
A destination that will always amaze. Lovely people, first class attractions. Keep growing carefully – better to lure more upmarket clients.
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
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.
Well written and balanced article ! Thailand will always be a great place to visit !
Thanks Marvin, really appreciate your kind words. Thailand has a special magic, doesn’t it? No matter how many times we travel around the Kingdom, it still finds a way to surprise us with a smile or a sunset. Glad you enjoyed the piece my friend, and here’s to many more trips back to the Land of Smiles!
Amazing Andrew wood for such an informative and positive article – well curated with facts and figures which is inspiring. Thailand is always set bench mark in Tourism ; well utilising all the resources and standing as best example to rest of India.
Thank you so much Dr Valmiki, your support means a great deal. Thailand has always tried to blend its natural beauty with genuine hospitality, and it is wonderful to see friends across India recognising that spirit. I am delighted the facts and figures were helpful. Both our countries share a deep love of culture, colour, and community, and there is so much we can learn from one another. Grateful for your kind words my friend!
Lots of good positives here and the appropriate amount of balanced concerns. Would fully agree with Luzi Matzig in regard to the higher quality Tourist coming from India, Russia, and the UK who not only have a longer ALOS, but definitely have an average per day spend that’s materially higher. This helps with the overall cash flow and sources of foreign exchange.
One fundamental that needs to be proactively reviewed the Ministry of Tourism and Sports/TAT is the the online arrival card process and app. It is not user-friendly, nor is it intuitive and it regularly does not work. Also people who have one year or longer visas have to fill this out. By contrast, Singapore, Malaysia, and now even Cambodia have a much more integrated online arrival card where you only need to update your flight number, date, and hotel. Much more user-friendly. Thailand Immigration is not responsible for this quasi app; it’s another division of the government. Such an app in Thailand should be best in class in terms of technology, ease of use and setting example for others in the world.
Thank you Charles, as always your insights cut right to the heart of the matter. I completely agree with you and with Luzi. The higher quality visitor from India, Russia, the UK, and beyond is a major contributor to Thailand’s positive tourism cash flow, thanks to longer stays and higher daily spending. This is exactly the direction Thailand wants to move in.
Your point on the online arrival card is spot on. Many travellers say the same. A country with Thailand’s reputation for warmth, efficiency at the front line, and world class hospitality deserves an arrival system that is simple, smooth, and stress free. Singapore, Malaysia, and even Cambodia have shown how user friendly these platforms can be.
Hopefully this will be an area the Ministry and TAT will prioritise soon. Thailand should absolutely be leading the way here. Thanks again Charles, appreciate your thoughtful contribution!