BANGKOK, THAILAND – Thailand’s tourism sector saw a dramatic comeback at the end of 2025, powered by a surge in long-haul visitors from Northern Europe.
Phuket at the center of the tourism rebound
The epicenter of the revival was clearly Phuket, which recorded between 60,000 and 80,000 international arrivals per day. Around 400 daily flight connections underpinned this influx, pushing hotel prices up by 30 percent compared with 2019. In the current season, occupancy was expected to reach about 90 percent.
“The booking situation is phenomenal, especially for the Christmas period.”
said a hotel manager.
European markets drive demand and higher spending
A new and lucrative trend emerged as visitors from Norway, Sweden, France, Germany and the United Kingdom stayed longer and spent more. Europe remained by far the most important source market, followed closely by Russia and Australia. High levels of advance bookings contributed to elevated room rates and tight availability.
Krabi and new routes expand the boom
Other Thai destinations such as Krabi also benefited from the surge. A new route operated by Air Arabia from Sharjah added further capacity and fed additional arrivals into the region. The expanded flight network was a key factor supporting the broader upswing.
Middle Eastern visitors and future growth expectations
Thailand expected around 850,000 visitors from the Middle East in the year covered, a group described as particularly high-spending. On average, these travelers were said to spend about 100,000 Baht (roughly 2,500 euros) per trip. The Tourism Authority of Thailand (TAT) anticipated a further 10 percent growth in 2026, citing expanded air links and affluent long-haul guests.
Sustainability focus appeals to Northern Europeans
Authorities stressed that Thailand aimed for quality as well as volume, with investments in infrastructure and sustainability gaining traction. These efforts appeared to resonate especially with environmentally conscious visitors from Northern Europe.
“We are seeing a clear increase in visitors from the Nordic region who value quality and authenticity.”
said a TAT spokesperson to ScandAsia.
Balancing boom and pressure on destinations
With Phuket described as packed, prices rising and rooms becoming scarce, concerns were raised about the strain on local capacity. Commentators framed the situation as a choice between a “golden comeback” and a delicate balance between growth and overburdening popular resorts. Public debate also focused on whether higher prices were justified or whether Thailand risked losing its soul amid the tourist surge.