Thailand’s Ambitious Push to Attract 8 Million European Tourists in 2025 Faces Reality Check
Tourism Authority of Thailand targets large European influx amid digital campaigns and new airline routes, even as overall arrivals decline
Thailand’s tourism ministry and the Tourism Authority of Thailand (TAT) have set a target of welcoming 8 million European visitors in 2025, as part of a wider effort to invigorate long-haul tourism through airline partnerships, niche cultural marketing and expanding connectivity.
The strategy emphasises key markets such as the United Kingdom, Germany, France, Poland, and Israel, alongside emerging sources including Turkey and other Eastern-European territories.
Within the first half of 2025, indicators show momentum: from January 1 to June 9 the TAT reported 15.5 million foreign arrivals across all markets, with European volumes rising by approximately 21 percent and key rises registered from Germany (+71 percent) and Italy (+28 percent) in early June.
Meanwhile, Eastern-Europe markets such as Poland recorded growth of 31 percent.
The TAT is leveraging these trends to recommend expanding direct and charter flight services to Thailand’s destinations and is focusing on high-value tourists drawn by wellness, sports tourism (including Muay Thai packages) and longer-stay itineraries.
The drive is supported by strengthened carrier ties: British Airways has reportedly shifted to year-round Thailand operations, Air France has added Phuket service, Condor increased German-market capacity, while tour-operator charters from Poland have been introduced.
On the cultural side, the TAT is staging Thai-culture festivals abroad, promoting ‘digital-nomad friendly’ locations such as Koh Phangan in EU markets, and emphasising soft-power themes—such as cuisine, Muay Thai, and responsible tourism—to differentiate Thailand’s long-haul appeal.
Nonetheless, the push comes amid macro-headwinds: according to Reuters, as of September 14 2025 Thailand recorded a 7.1 percent year-on-year decline in total foreign arrivals (around 23 million) and the state-planning agency revised full-year forecasts downward to 33 million visitors.
Against this backdrop, the European-market target of 8 million calls for both strong regulatory support (visas, flight access) and the effective conversion of bookings into arrivals.
The TAT acknowledges the need to prioritise “quality” tourism—higher spend, longer stays and diversified source markets—to align with its goal of generating approximately 3 trillion baht in tourism revenue in 2025.
Thailand’s campaign to draw a larger share of European tourism reflects its commitment to diversify beyond traditional markets and to position the country as a global, long-haul destination for culture, wellness and extended stays.
The challenge now lies in translating rising intent into actual arrivals and revenue during the second half of the year.
The strategy emphasises key markets such as the United Kingdom, Germany, France, Poland, and Israel, alongside emerging sources including Turkey and other Eastern-European territories.
Within the first half of 2025, indicators show momentum: from January 1 to June 9 the TAT reported 15.5 million foreign arrivals across all markets, with European volumes rising by approximately 21 percent and key rises registered from Germany (+71 percent) and Italy (+28 percent) in early June.
Meanwhile, Eastern-Europe markets such as Poland recorded growth of 31 percent.
The TAT is leveraging these trends to recommend expanding direct and charter flight services to Thailand’s destinations and is focusing on high-value tourists drawn by wellness, sports tourism (including Muay Thai packages) and longer-stay itineraries.
The drive is supported by strengthened carrier ties: British Airways has reportedly shifted to year-round Thailand operations, Air France has added Phuket service, Condor increased German-market capacity, while tour-operator charters from Poland have been introduced.
On the cultural side, the TAT is staging Thai-culture festivals abroad, promoting ‘digital-nomad friendly’ locations such as Koh Phangan in EU markets, and emphasising soft-power themes—such as cuisine, Muay Thai, and responsible tourism—to differentiate Thailand’s long-haul appeal.
Nonetheless, the push comes amid macro-headwinds: according to Reuters, as of September 14 2025 Thailand recorded a 7.1 percent year-on-year decline in total foreign arrivals (around 23 million) and the state-planning agency revised full-year forecasts downward to 33 million visitors.
Against this backdrop, the European-market target of 8 million calls for both strong regulatory support (visas, flight access) and the effective conversion of bookings into arrivals.
The TAT acknowledges the need to prioritise “quality” tourism—higher spend, longer stays and diversified source markets—to align with its goal of generating approximately 3 trillion baht in tourism revenue in 2025.
Thailand’s campaign to draw a larger share of European tourism reflects its commitment to diversify beyond traditional markets and to position the country as a global, long-haul destination for culture, wellness and extended stays.
The challenge now lies in translating rising intent into actual arrivals and revenue during the second half of the year.
