Thailand’s long-running tourism growth story hit a pause in 2025. For the first time in a decade, excluding the pandemic years, the country recorded an annual fall in foreign visitor arrivals.
Thailand saw 32.9 million international tourists in 2025, down 7.23% from 2024, according to figures from the Thai tourism ministry. Revenue from foreign visitors also declined, falling 4.7% year-on-year to about THB 1.53 trillion ($49 billion). The figures mark a clear break from the steady rebound Thailand had enjoyed since borders reopened.
The slowdown began early last year forcing a reset of official expectations. In April, Thailand cut its international tourism revenue forecast for 2025 from THB 2.3 trillion ($73.5 billion) to THB 2 trillion ($64 billion). The government also revised its China target, lowering expectations from 8 million visitors to 6.7 million, the same level recorded in 2024.