Bangkok, Thailand – Thailand has reported a 7.04 percent year-on-year decline in foreign visitors between January 1 and August 17, 2025, underscoring ongoing challenges in reviving its crucial tourism sector. According to data released by the Ministry of Tourism and Sports on Tuesday, the kingdom welcomed approximately 20.81 million foreign arrivals during the period.
China remained Thailand’s largest source of visitors, contributing 2.93 million arrivals, followed by strong numbers from regional neighbors and traditional long-haul markets. Despite this, overall figures remain weaker than anticipated.
On Monday, the National Economic and Social Development Council (NESDC) revised its annual forecast for international tourist arrivals downward to 33 million, compared to its earlier projection of 37 million. The adjustment reflects both global economic uncertainty and lingering structural pressures within the sector.
For comparison, Thailand set a record of nearly 40 million foreign arrivals in 2019, before the onset of the COVID-19 pandemic. Since then, the tourism industry—long considered one of the nation’s primary growth engines—has been navigating a slower-than-expected recovery.
Industry observers note that the decline may influence broader economic performance, given tourism’s significant contribution to Thailand’s GDP. The sector accounts for close to one-fifth of national output, with ripple effects across hospitality, retail, and transport.
Policymakers are now under increasing pressure to diversify strategies for attracting higher-spending visitors, while also strengthening domestic tourism. Efforts include streamlining visa processes, expanding connectivity, and enhancing marketing campaigns targeting both regional and global markets.
With only months left in the year, Thailand faces the challenge of balancing realistic expectations with strategic initiatives aimed at sustaining momentum. The latest figures reflect not only the fragility of international travel flows but also the importance of policy adjustments in ensuring long-term resilience.
