The year 2025 marked an especially impressive recovery for Thailand's tourism industry. The country hosted 32.9 million international tourists, generating revenue of 1.53 trillion baht – approximately $43 billion. These figures place Thailand once again among the world's leading travel destinations.
The sharp increase in visitor numbers is evident across the entire sector: From luxury hotels to crowded airlines, providing a significant boost to the local economy, in which tourism plays a central role.
The Numbers Behind the Recovery
During 2025, Thailand crossed a new threshold with 32.9 million foreign tourists – a figure that exceeded forecasts and contributed substantial revenue to the economy. The growth resulted from a combination of target audiences: Short-term visitors from neighboring countries such as Malaysia, China, and India; and long-term tourists from Europe and the Americas.
The tourism boom has also been a blessing for airlines – both domestic and international – which reported a sharp rise in passenger traffic and demand for routes to Thailand. Thai Airways, the national flag carrier, along with other international airlines, expanded their flight schedules to meet the growing demand. In particular, long-haul flights saw a significant increase, with higher frequencies from airlines such as Thai Airways, Singapore Airlines, Emirates, and Qatar Airways – mainly for travelers from Europe and the Middle East.
In 2025, Thailand's aviation industry recorded an increase of about 10% in international passengers, with many additional flights added during peak seasons.
Low-cost carriers also benefited from the trend: AirAsia and Nok Air expanded their regional networks to accommodate the influx of travelers from neighboring countries.
Hospitality: From Luxury to Budget Vacations
Thailand’s hospitality sector also benefited from the tourism growth, with high occupancy rates in both luxury and budget accommodations. International chains such as Marriott, Accor, and Hilton expanded their presence in the country and opened new hotels to meet demand. Marriott, in particular, strengthened its presence with luxury properties in Bangkok, Pattaya, and Phuket.
Accor continued to deepen its operations across Thailand, offering a wide range of hotels – from mid-range to luxury – catering to diverse audiences.
Alongside the major chains, the boutique hotel scene also grew. Small hotels and independent resorts, especially in destinations such as Chiang Mai, Krabi, and Pai, became increasingly popular.
At the same time, sustainable tourism trends stand out. More hotels have adopted environmentally friendly practices, including waste reduction, water conservation, and the use of local food – as part of a broader shift toward responsible tourism.
Looking Ahead: What to Expect in 2026?
The positive momentum is expected to continue into 2026. Thailand's Tourism Authority (TAT) has set a target of 36.7 million tourists by the end of the year – an increase of about 10% compared to 2025.
Key focuses for the coming year include expanding the number of direct flights from regions that have so far had limited service, as well as strengthening the health tourism sector. Thailand continues to cement its position as a destination for wellness and health, with resorts offering spa treatments, yoga retreats, and detox programs.