Foreign tourists are spending more per visit in Thailand using Visa cards, boosting the economy despite slowing arrival numbers. International visitors in Thailand now spend more each time they’re in the country, according to Visa Thailand’s card spending report.
While tourist arrivals have slowed down, individual visitors spend significantly more. Overall, this trend indicates a shift toward prioritizing quality over quantity spending.
Per-Visitor Spend on the Rise
According to Visa Thailand country manager Punnamas Vichitkulwongsa, the rise in per-visitor spending aligns with foreign visitors’ changing lifestyles. For instance, in 2024, American tourists spent the most with their Visa cards, followed by those from the UAE and Singapore.
Visa reports show a 10% year-on-year increase in foreign card spending during April and May 2025.
In contrast, Q1 saw a 15% rise, while 2024 registered a robust 20% gain. Although growth is tapering, the higher per-tourist spending is promising. Clearly, tourists are choosing to spend more during their stays.
Moreover, visitors are also spending across a wide range of categories. These include dining, accommodation, wellness, and luxury goods. Interestingly, average spend per cardholder now exceeds previous benchmarks, signaling a positive trend for the Thai economy.
Top-Spend Countries
The United States, United Arab Emirates, and Singapore top the list of high-spending visitors. These markets continue to deliver significant economic contributions. Additionally, tourists from the United Kingdom, France, and Australia are steadily increasing how much they spend when they’re in Thailand.
Notably, Australian and French travelers show consistent year-on-year growth. Consequently, these groups are becoming vital to Thailand’s evolving tourism strategy. Overall, diversifying visitor profiles is now paying off for the country.
Factors Driving Spend Patterns
Several factors explain the shift in spending behavior. Firstly, Thailand is attracting higher-quality tourists who stay longer and spend more. Also, a growing number of travelers prefer unique experiences, which often come at a premium.
Visa’s recent survey also revealed a local preference for face-to-face transactions. In fact, 93% of Thai consumers favor in-person purchases over online payments. This preference creates a seamless experience for tourists using physical cards across the country.
In particular, 70% of Thai consumers opted to pay in cash, while 60% opted to pay using QR code payments. Meanwhile, 58% paid using mobile wallets.
Economic Impact and Future Outlook
Thailand’s tourism model is changing. While total arrivals have plateaued, rising per-visitor spending helps offset the numbers. As a result, tourism revenues remain strong, supporting local businesses and job creation.
Furthermore, targeted marketing and infrastructure upgrades are enhancing the visitor experience. These improvements make it easier for tourists to spend more comfortably and confidently. With continued investment, Thailand can maintain momentum and attract high-value visitors.
A New Chapter for Thai Tourism
In summary, foreign tourists now spend more in Thailand, even as overall visitor growth slows. Overall, this signals a healthy shift in tourism strategy. As such, the country is now in a good position to benefit from quality-driven travel trends.
Looking ahead, maintaining this spending momentum will be key. Thailand must continue improving services, promoting premium experiences, and diversifying its visitor base. Ultimately, smarter tourism may prove more valuable than sheer volume.
Photo by Brenton Williamson on Unsplash
