Thailand recorded over 15.5 million international tourist arrivals between January 1 and June 9, 2025, marking a significant rebound in the country’s tourism sector as authorities pursue sustainable and high-value growth.
According to data released by the Tourism Authority of Thailand (TAT), the country witnessed a surge in foreign visitors during the first half of 2025, driven by strong demand across Europe, the Middle East, and Oceania. The figures reflect double-digit increases in several key markets, supporting TAT’s strategic shift toward attracting high-spending tourists and promoting long-term industry resilience.
During the early June “Green Season” period, Malaysia became the top source of international visitors, overtaking China with a 13.2 percent year-on-year increase. Several European nations posted notable growth, with arrivals from Germany rising by 71 percent, followed by Italy at 28 percent and Switzerland at 24 percent. In the Middle East, arrivals grew by 55 percent overall, with significant gains from Saudi Arabia, Oman, the UAE, and Israel. The Philippines also contributed to the uptick, with visitor numbers up 24 percent.
Immigration data indicates that India continues to lead all international markets, sending over 1 million tourists in 2025 so far. Other strong performers included Russia, the United Kingdom, the United States, Germany, and Japan. Moderate growth was also seen in countries like France, Australia, Poland, Sweden, and Israel, many of which registered increases between 10 and 30 percent.
Travel demand is expected to remain robust through the remainder of the year. Forward bookings for July to September show seat capacity growth of 21 percent in Europe, 25 percent in the Middle East, and 7 percent in Asia. Projections for the final quarter suggest continued gains, with booking increases of 17 percent in Europe, 12 percent in the Americas, and 22 percent in Asia. TAT is enhancing its promotional efforts through targeted initiatives such as charter flights, digital campaigns, and travel exhibitions in key markets including the UK, Germany, France, Russia, and the US. Campaigns are also being tailored to appeal to specific groups, including Gen Z travelers, DINKs (dual-income no kids), and LGBTQ tourists.
In an effort to diversify visitor experiences and ease pressure on high-traffic destinations, TAT is focusing on less-visited provinces and developing new travel experiences. The agency is also promoting off-peak travel through themed events and creative campaigns.
Officials including representatives from TAT and the Immigration Bureau were involved in compiling and disseminating the latest tourism data.
