Thailand’s Tourism Slips: 7.44% Fewer Foreign Visitors So Far This Year

Thailand’s Tourism Slips: 7.44% Fewer Foreign Visitors So Far This Year (Image: Canva)

According to data released by the Thai government from January 1 to September 21, 2025, the country has experienced a 7.44% annual decline in the number of foreign tourists visiting its shores, with nearly 23.45 million international tourists visiting the country in 2025, compared to 2024. This decline has made authorities change the 2025 forecast to lower levels, previously having approximated at 37 million down to 33 million visitors. This figure remains very low in comparison with the pre-pandemic years, when almost 40 million visitors came in 2019.

This decrease is due to several factors:

Weak Short-Haul Markets, China and ASEAN in particular.
Among the largest causes of the decline is the drastic decline in the number of visitors in East Asia, particularly China, and other neighbouring ASEAN countries. The markets have long been considered a major portion of the tourist base of Thailand, but are presently drawing back in terms of volume and length of stay.

Strong Baht & Rising Costs
The currency of Thailand has been strengthened, and foreign tourists will find visiting and staying there more expensive. In the meantime, hotel accommodation costs, food and supplementary services have increased, which has undermined the reputation of Thailand as a cheap destination. Most tourists have found it better to have a better deal in other neighbouring nations.

Perception and Policy Friction, Safety.
The cases of fraud, lack of security and adverse publicity have hit the tourist confidence. Even the isolated cases have extensive impacts through online sharing and reviews. In the meantime, new visa regulations, tougher documentation, and computerised arrival card systems have become an additional inconvenience to travellers, especially first-time visitors who have a constrained budget.

Regional Competition
Tourist spots, such as Vietnam and Japan, are becoming more appealing alternatives. Their pricing is competitive, experiences are newer, infrastructure is very good, and their safety reputations are good. These nations are gaining tourists who would have been going to Thailand.

Some of the source markets are not doing so badly, even though the decline is taking place. Indian, European, American, Oceania and Middle East visitors are increasing, although not yet at a sufficient level to replace losses in major East Asian and regional markets. To be back on track, it is important to restore confidence, travel formalities and value emphasis in Thailand in the coming months.