Sharp decline in foreign arrivals
From January 1 to September 14, 2025, Thailand welcomed only around 23 million international tourists—a 7.08% drop compared with the same period last year. The Tourism and Sports Ministry has slashed its annual forecast from 37 million to just 33 million visitors. Malaysia remains the largest source market with 3.28 million tourists, narrowly ahead of China’s 3.23 million, but Thailand is still far from its pre-Covid peak of nearly 40 million arrivals in 2019. The slump threatens thousands of jobs across hotels, travel agencies, and entertainment sectors.
Vietnam overtakes Thailand for Chinese visitors
The shift is historic: Vietnam has emerged as the preferred destination for Chinese travellers, dethroning Thailand. Tourism analysts warn this is a major wake-up call, highlighting growing regional competition for lucrative Chinese tourists. Thailand, long regarded as a top choice for mainland visitors, now faces the reality of lost market share.
Rising costs push tourists away
Experts say price hikes are driving visitors out. Post-pandemic recovery strategies prompted hotels, restaurants, and transport operators to raise fees, eroding Thailand’s reputation as an affordable destination. Social media amplifies dissatisfaction, as travellers share complaints about rising accommodation and dining costs. This trend could further damage the kingdom’s competitiveness if left unaddressed.
Government plans rescue strategy
Thai authorities are preparing interventions to reverse the decline. Measures may include targeted marketing campaigns in Asia, Europe, and North America, partnerships with airlines and travel agencies for competitive package deals, and improved infrastructure and services. Officials also aim to diversify offerings through cultural, adventure, and wellness tourism, while hosting events and festivals that showcase Thailand’s heritage and natural beauty.
The kingdom’s ability to monitor market trends and adapt to changing tourist preferences will be crucial. Can Thailand regain its status as Southeast Asia’s must-visit destination before the next high season?