Increase in Weekly Tourist Arrivals Observed amidst Border Strife
In the year to date, foreign arrivals in Thailand have shown a 7.04% decline compared to the same period last year, with around 20.81 million arrivals recorded by mid-August[1][3]. Despite this decrease, tourism remains a vital economic sector, contributing about 14.7% to GDP and nearly 12% to employment in 2024[1].
Key market trends indicate China as the largest source market, with approximately 2.93 million arrivals, followed closely by Malaysia (2.87 million), India (1.43 million), Russia (1.14 million), and South Korea (about 950,000)[1][2][3]. Tourist arrivals from Japan have seen a notable surge recently, with an 86.3% weekly increase attributed to summer vacations and long public holidays, temporarily moving Japan to third place in weekly arrivals[2]. Long-haul markets such as Israel have also contributed positively, with religious groups driving increased visitation[2].
However, the overall decline in arrivals despite strong performance from some markets has led to a downward revision of the 2025 visitor forecast from 37 million to 33 million[3]. Competition from other regional destinations and concerns over safety have been cited as factors affecting tourist numbers[5]. The total arrivals remain well below the 2019 pre-pandemic peak of nearly 40 million visitors, indicating ongoing recovery challenges[3].
Quarterly data show fluctuations in tourist numbers, with a recent trend of decline in Q2 2025 compared to previous quarters[4]. The government is focusing on improving tourism services and safety standards to enhance the visitor experience.
Despite these challenges, the week from Aug 4 to Aug 10 saw a 7.1% increase in foreign tourist arrivals compared to the week before, with a total of 627,339 foreign tourists entering Thailand[2]. This increase indicates that travellers are not deterred by border tensions. The average daily arrivals during this period were 89,620.
The top five countries by total arrivals last week were China, Malaysia, Japan, India, and South Korea. Chinese arrivals increased by 5.5% from the week before, while Malaysian arrivals increased by 10.6% and Japanese arrivals jumped by 86% from the previous week, moving Japan up to the third position among top source markets[2].
As of Aug 10, Thailand had welcomed a total of 20.2 million foreign visitors. The revenue generated from these visitors amounts to 937 billion baht. The government's aim is to ensure visitors leave with a positive impression and confidence in Thailand as a destination.
[1] Thailand Tourism Forecast 2025 [2] Thailand Tourist Arrivals Increase by 7.1% in Week from Aug 4 to Aug 10 [3] Thailand's Foreign Tourist Arrivals Decline by 7.04% in First Half of 2025 [4] Quarterly Data Show Fluctuations in Thailand's Tourist Numbers [5] Challenges Facing Thailand's Tourism Industry in 2025
- Amidst the decline in foreign tourist arrivals this year, some individuals are adapting their travel plans, opting for a 'lifestyle' of cultural exploration and adventure within the boundaries of Thailand.
- Recognizing the impact of tourism on economic growth, policy-makers are advocating for the development of sustainable 'lifestyle' travel packages that cater to diverse travellers, promoting longer stays and immersive experiences.
