Thailand is experiencing a downturn in international tourism, with foreign arrivals from January 1 to October 12 2025 falling by approximately 7.5 % compared with the same period in 2024. The country welcomed about 25.1 million inbound visitors during that window, according to official data from the Ministry of Tourism and Sports.

Several factors are contributing to the decline.

Air-fares and travel costs have increased, making trips to Thailand less competitive for price-sensitive travellers.

At the same time, global economic pressures such as inflation and reduced discretionary spending are affecting outbound tourism.

Regional competitors including Vietnam and Malaysia are gaining ground by offering appealing alternatives.

China and Malaysia remain the largest source markets, with around 3.58 million and 3.61 million visitors respectively in the year-to-date figure.

The state planning agency has revised its annual forecast for foreign tourist arrivals downward to approximately 33 million, well below the pre-pandemic peak of nearly 40 million in 2019.

Tourism accounts for roughly 12 % of Thailand’s gross domestic product and supports millions of jobs across the service sector.

The sustained softening in visitor numbers has raised concern across the industry and prompted calls for urgent strategy adjustments.

The government is responding by promoting higher-spending visitors, focusing more on wellness, eco-tourism and cultural experiences, and reviewing visa and infrastructure policies to boost appeal.

The challenge now is to translate those efforts into concrete gains ahead of the year’s final quarter.