Why Thailand’s Foreign Tourist Numbers Slipped in 2025 and What it Means for 2026
Photo Credit: Pagodas in Krung Thep Maha Nakhon in Thailand. Pexels / Javon Swaby
Skift Take
Thailand’s tourism numbers for 2025 are proof that the industry is not immune to shocks. Thailand can recover. But recovery will come from steady fixes, not slogans.
Thailand’s long-running tourism growth story hit a pause in 2025. For the first time in a decade, excluding the pandemic years, the country recorded an annual fall in foreign visitor arrivals.
Thailand saw 32.9 million international tourists in 2025, down 7.23% from 2024, according to figures from the Thai tourism ministry. Revenue from foreign visitors also declined, falling 4.7% year-on-year to about THB 1.53 trillion ($49 billion). The figures mark a clear break from the steady rebound Thailand had enjoyed since borders reopened.
The slowdown began early last year forcing a reset of official expectations. In April, Thailand cut its international tourism revenue forecast for 2025 from THB 2.3 trillion ($73.5 billion) to THB 2 trillion ($64 billion). The government also revised its China target, lowering expectations from 8 million visitors to 6.7 million, the same level recorded in 2024.
