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September 5, 2025Thailand welcomed over twenty million visitors over the course of the year, thanks in large part to China, Malaysia, India, Russia, and South Korea. These countries have been crucial to driving the growth in tourism in the country, supported by the government policies like the “Amazing Thailand Grand Tourism and Sports Year 2025. Thailand’s continued focus on its tourism offerings is paying off, and the continued growth in visitors from these countries is a testimony of Thailand’s ability to remain a regional tourism leader despite headwinds the world is facing.Thailand has been at the center of Southeast Asia destinations for international tourists for many decades drawing millions every year. In the first eight months of 2025, there was an increase in international arrivals and corresponding revenue. Sustained focus on rebuild and grow measures continues to strengthen the country’s tourism related framework. Retrofit tourism strategies, resilience derives from the country’s focus on tourism recovery and growth.According to the Ministry of Tourism and Sports, 21.87 million international tourists visited Thailand during the 2025 fiscal year ending August 31. This was a 7.16 percent year on year decrease. The spend by international visitors was also remarkable at 1.01 trillion THB contributing to the tourism economy of Thailand. This was also a decline year on year by 5.4 percent, highlighting the relative resilience of the country’s tourism framework even in trying times.Multiple factors both geopolitical and climatic, along with an additional complex structure of burgeoning travelers account for the disparate results. Thailand continues to have superb status in Asia driven by influential components and backed by research.Top Tourism Source Markets for Thailand in 2025The largest groups of international visitors to Thailand between January and August 2025 hailed from China, Malaysia, India, Russia, and South Korea.China led the pack with 3.09 million tourists, followed closely by Malaysia with 3.04 million. India contributed 1.56 million visitors, while Russia brought in 1.19 million, and South Korea saw 1.03 million arrivals.These five countries represent the key source markets for Thai tourism, with regional travel trends playing a significant role. The Chinese market, in particular, has been one of the most important for Thailand, with large numbers of visitors taking advantage of relatively short travel times and diverse offerings ranging from beach holidays to cultural experiences.Malaysia, with its proximity to Thailand, also continues to be a strong contributor, particularly with cross-border tourism. India’s growing middle class, Russia‘s emerging interest in Thai holidays, and South Korea’s stable outbound tourism flows further cement Thailand’s place as a major regional hub.August 2025: Malaysian Tourists Lead the Way During Independence WeekThe last week of August (August 25–31) marked a notable surge in visitors from Malaysia, coinciding with the nation’s Independence Day holiday. Over 100,000 Malaysian tourists visited Thailand during this period, as the long public holiday provided an excellent opportunity for cross-border travel. Malaysia remains one of Thailand’s top tourism markets, with increasing travel frequency between the two countries.During the same week, Thailand recorded 506,115 foreign tourists, which averages around 72,302 visitors per day. This was a 10.8% decrease from the previous week, with 56,755 fewer visitors. This decline is in line with the usual seasonal fluctuation following the summer holiday period, as many families and travellers return to their home countries post-vacation.While Malaysia saw an increase of 27.24% in visitors compared to the previous week, there was a noticeable drop in arrivals from Japan, China, Russia, India, and South Korea. Visitor numbers from Japan dropped by 27.21%, while the number of tourists from China fell by 23.95%. Russian arrivals decreased by 17.63%, and Indian tourists saw a decline of 12.23%.September 2025: Maintaining Stability in Thai TourismLooking ahead to the first week of September (September 1–7), Thailand’s tourism performance is expected to remain stable, with government measures continuing to support the sector. This period is crucial for the country’s tourism recovery efforts, which have been impacted by fluctuating travel patterns and global economic conditions.A key driver of tourism in September is the ongoing promotion of the Amazing Thailand Grand Tourism and Sports Year 2025. This government-led initiative, which focuses on increasing the visibility of Thailand’s tourism offerings, is complemented by various tourism and sports events designed to attract visitors from across the world. Additionally, the Thai government’s Ease of Traveling initiative has made travel to the country more convenient, with the cancellation of the TM 6 immigration form, streamlining the entry process for foreign tourists.Furthermore, stimulus measures aimed at increasing flight frequencies have contributed to better connectivity and improved access for international visitors. These measures are expected to keep tourism figures stable during the early part of September, as both regional and long-haul travellers make their way to Thailand.Seasonal Variations and Key Market InsightsThe tourism sector in Thailand is strongly influenced by global travel seasons and regional holidays. For example, the summer holiday period typically sees a surge in visitors, especially from Europe and the US. However, once the summer season concludes, the number of foreign tourists tends to dip, as seen in the last week of August 2025.Furthermore, the performance of Thailand’s primary tourism markets can vary due to changes in the economic conditions and political dynamics within those nations. China’s market, for instance, can be impacted by changes in government policy, economic conditions, and the overall travel sentiment among Chinese tourists. Similarly, the Russian market is influenced by the political landscape and international relations, which can sometimes lead to reduced travel flows.The Indian market, with its rapidly expanding middle class and growing disposable income, continues to be an area of focus for Thailand’s tourism industry. Thailand’s cultural offerings, along with its proximity to India, make it a popular destination for Indian travellers looking for diverse holiday experiences. Similarly, the South Korean market remains stable, with consistent travel patterns over the years.Government Measures to Boost Thai TourismTo combat the decline in tourist numbers and ensure a steady recovery, the Thai government has introduced several measures aimed at making travel to the country more appealing and accessible.One of the most significant steps is the Amazing Thailand Grand Tourism and Sports Year 2025, which is designed to attract international tourists through a series of high-profile tourism and sports events. These events showcase Thailand’s rich cultural heritage, world-class sporting infrastructure, and vibrant entertainment scene.In addition, the government has introduced the Ease of Traveling initiative, which includes the cancellation of the TM 6 immigration form, reducing the paperwork required for visitors entering Thailand. These measures have been welcomed by tourists and travel operators alike, as they simplify the travel experience and enhance Thailand’s competitiveness as a top tourist destination in Asia.Thailand’s Tourism Outlook for the Rest of 2025On the remaining days of 2025, the tourism industry of Thailand is still expected to recover, thanks to the government’s support measures which have been instrumental in careening foreign tourism losses during the first 8 months of 2023. Thailand is confident of achieving these results due to the measures which improved foreign perceptions of the country and have increased the number of airlines operating in the country.Foreign visitors from strategic markets such as Help.com, South Korea and Russia have had a pronounced positive effect on the foreign tourism losses faced by the country. Thailand is very much looking forward to the “Amazing Thailand Grand Tourism and Sports Year 2025”, and headlined by its cultural hospitality armada, Thailand is confident of achieving these results by strategically promoting its adventures.Malaysia, China, South Korea, India and Russia have contributed immensely to Thailand’s tourism sector, helping the nation reach an impressive goal of twenty million international visitors in a single year. To help achieve this goal, the ‘Amazing Thailand Grand Tourism and Sports Year 2025’ has been initiated to bolster tourism and streamline accessibility to the beautiful country.While certain indicators of tourism suggest challenges, Thailand’s government support means the country will retain is pivotal position in Southeast Asian tourism and Thailand expects a robust 2025 for tourism, with millions of visitors flocking to the country.

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