Thailand Experienced its First Annual Decline in Tourist Arrivals in 2025

BANGKOK  – Thailand experienced its first annual decline in tourist arrivals in 2025. The country recorded its first full-year fall in foreign tourist arrivals in more than ten years, setting aside the COVID-19 period.

Figures released by the Ministry of Tourism and Sports on 1 January show foreign arrivals slipped to about 33 million, down 7.2% on the year before. The dip has rattled a sector that supports a large share of the economy, and it has sparked urgent talks among officials, tourism firms, and communities from Bangkok to Chiang Rai.

Thailand’s tourism numbers had climbed steadily for years. Before the pandemic, the country welcomed close to 40 million international travellers in 2019, bringing in huge revenue. After 2020, the comeback looked strong, with arrivals rising to roughly 35.5 million in 2024. That momentum did not carry into 2025.

Safety Worries Hit Tourist Confidence

Income from foreign tourists fell as well. Receipts dropped to 1.5 trillion baht (around $47.6 billion), a 4.7% fall compared with the previous year. Some source markets stayed solid. Malaysians remained the largest group, with 4.5 million visitors coming over the border for short breaks and shopping.

China was close behind with 4.47 million arrivals, while India added 2.5 million, showing steady growth from South Asia. Russia and South Korea completed the top five, with 1.9 million and 1.6 million visitors.

Domestic travel helped soften the blow. Thai residents made more than 200 million trips inside the country, bringing activity to northern areas such as Chiang Rai. Hill tribe villages, tea-growing districts, and the White Temple still drew visitors looking for cooler weather and local culture.

A major setback came early in the year, when a well-known Chinese celebrity, Wang Xing, was reportedly lured to Thailand and kidnapped by cross-border scam groups before being rescued. Chinese media coverage spread quickly, and the story fed existing fears about tourist safety. Online posts and chat groups amplified the warnings, and bookings from China fell sharply. China had once supplied close to a third of all arrivals.

Tourism Authority of Thailand (TAT) Governor Thapanee Kiatphaibool said the issue went beyond one case. In a recent statement, she said it added to concerns about scams that target visitors, especially in places such as Pattaya and Phuket. Complaints about inflated prices, fake tours, and petty theft also helped drive the negative chatter, putting off families and first-time travellers who want to feel secure.

Floods, Earthquakes, and Border Tension Add Pressure

Extreme weather brought more disruption. Serious flooding hit southern provinces, including popular beach areas, and travel plans were thrown off during peak months. In the north, Chiang Rai avoided the worst damage, but the wider region felt the impact of Myanmar’s strongest earthquake in a century, which raised fresh concerns about stability near the border.

Tension also rose along the Cambodian border after a deadly clash, reopening old disputes and triggering travel warnings from some countries. Wider worries about conflict in the region made some tourists hesitate about Southeast Asia.

A hotel operator in Mae Sai, Chiang Rai, near the Myanmar border, said cancellations rose after reports of the clashes. The operator said travellers often avoid any hint of unrest, even if it is far from their planned route.

A Strong Baht and Tougher Competition

Money played a part, too. The Thai baht strengthened by about 8% against major currencies, making trips more expensive for many visitors. Competing destinations offered better value. Bali in Indonesia and newer beach towns in Vietnam pulled in price-sensitive travellers. Japan, helped by a weaker yen, attracted more Chinese tourists, while Vietnam pushed low-cost packages hard.

Global economic uncertainty also weighed on demand. Inflation and slower growth in key markets, including Europe and China, made people more careful with spending. Long-haul travellers from the US and UK held up better, but short-haul markets in Asia, which usually provide the bulk of arrivals, weakened.

In the north, the decline was clear. Chiang Rai relies on tourism tied to Chiang Mai and on overseas visitors who want quieter, more local trips. Hotel occupancy fell, market sellers reported fewer customers, and some tour firms reduced staff. A vendor in Chiang Rai city said fewer coaches from Bangkok meant slower evenings at the night bazaar.

Thailand’s 2026 Plans Focus on Rebuilding

Across Thailand, the knock-on effects spread quickly. Tourism supports millions of jobs, directly and through supply chains, from tuk-tuk drivers to hotel teams and restaurant workers. Some small businesses in major tourist areas shut their doors, and the government revised economic forecasts down.

Even with the bad year, the mood is not all bleak. TAT has set out plans for 2026, with a target of 36.7 million arrivals. The push is towards higher-spend travel, including wellness breaks, culture-led trips, and more sustainable options.

The agency is also working with global influencers, widening visa-free access for more than 90 countries, and promoting less-visited places such as Chiang Rai to spread benefits beyond the usual hotspots.

Officials say safety is a key part of the rebuild. New safety standards, stronger action against scams, and messaging that highlights Thailand’s welcoming culture are already in motion. Governor Thapanee said lessons from 2025 are shaping the next steps, with more focus on trust and on the visitor experience.

As mornings break over the Mekong in Chiang Rai, residents and business owners are hoping the downturn proves short-lived. With steadier confidence and clear action, Thailand expects to draw travellers back in stronger numbers.