What's happened
Thailand expects 33.4 million visitors in 2025, a 6% drop from last year, despite peak season arrivals. Concerns over safety, currency gains, and alternative destinations have impacted Chinese tourist numbers. The government is implementing measures to boost domestic and regional tourism, aiming for a recovery in 2026.
What's behind the headline?
Thailand's tourism decline reflects broader regional and global trends, including safety concerns and currency fluctuations that make the destination less attractive. Despite efforts to stimulate arrivals through chartered flights and targeted marketing, the persistent drop indicates structural issues. The focus on quality over volume remains, but the near-term outlook suggests that Thailand will need to address safety perceptions and diversify its markets to regain pre-pandemic visitor levels. Meanwhile, Dubai's strong performance highlights how infrastructure investments and diversified markets can lead to resilience and growth in tourism, contrasting with Thailand's current struggles. The upcoming year will be critical for Thailand to implement effective strategies and rebuild traveler confidence, especially from key markets like China and the Middle East.
What the papers say
The South China Morning Post reports that Thailand expects a 6% decline in visitors for 2025, with Chinese arrivals down nearly a third in the first half of the year, partly due to safety concerns after incidents like the kidnapping of Wang Xing in Myanmar. Meanwhile, Bloomberg emphasizes the overall expected decline in tourist numbers, highlighting the ongoing recovery challenges. The articles from these sources underscore the difficulty Thailand faces in reviving its tourism sector, despite regional efforts and stimulus measures. Contrastingly, Gulf News details Dubai's robust growth, with a 6% increase in international arrivals in late 2025, driven by infrastructure and marketing investments, illustrating a different regional trajectory and the importance of strategic diversification.
How we got here
Thailand's tourism industry has faced challenges since the pandemic, with visitor numbers below pre-Covid levels. Recent declines are partly due to safety concerns following incidents like the kidnapping of a Chinese actor in Myanmar, which led to cancellations. The country is now focusing on attracting more visitors from India, the Middle East, and Southeast Asia, while implementing safety measures and promotional campaigns to revive arrivals.
Go deeper
Common question
-
Why Did Thailand See a 6% Drop in Tourist Numbers in 2025?
Thailand's tourism sector has faced notable challenges in 2025, with visitor numbers declining by 6%. This drop raises questions about safety concerns, currency fluctuations, and regional competition. In this page, we'll explore the reasons behind this decline and what Thailand is doing to recover. If you're curious about the current state of Thai tourism and future prospects, keep reading to find out more.
-
What Are the Key News Stories Today You Should Know About?
Staying updated with the latest regional and global news can be overwhelming, but understanding the most important stories helps you grasp current trends and issues. From rising tensions in Southeast Asia to major investments in AI infrastructure, here are the top stories shaping today's news landscape and what they mean for you.
More on these topics
-
Thailand, officially the Kingdom of Thailand and formerly known as Siam, is a country in Southeast Asia. Located at the centre of the Indochinese Peninsula, it is composed of 76 provinces, and covers an area of 513,120 square kilometres, and a population