Momentum Early in 2025
In early 2025, Thailand’s tourism landscape experienced significant growth. Specifically, it received over 20 million foreign arrivals by August 15th. Notably, tourism revenue also reached almost THB 938 billion, which sparked positive expectations among authorities.
Furthermore, the country’s new visa measures and UNESCO heritage nominations only enhanced its appeal. Meanwhile, cultural campaigns such as the “Amazing Thailand Grand Tourism & Sports Year 2025” further fueled momentum.
Overall, these initiatives have cemented Thailand’s position as a top global travel destination.
Thailand Tourist Arrivals Down
Unfortunately, new tourism figures highlight a concerning slowdown. According to Thailand’s state planning agency, foreign tourist arrivals dropped 7.04% year-on-year from January 1 to August 17. In particular, total arrivals stood at 20.81 million during that period.
Consequently, the government revised its full-year forecast down to 33 million visitors. Notably, this projection falls short of both the earlier 37 million target and the 2019 pre-pandemic record of nearly 40 million.
Border Safety and Tourism
Border tensions have played a key role in the decline. For instance, martial law and heightened security remain in parts of eastern and northeastern provinces. As such, the Tourism Authority of Thailand issued advisories urging caution for travelers in those areas.
Not surprisingly, safety perceptions often shape destination choices. Therefore, reports of instability discouraged some tourists from traveling. Still, popular areas like Bangkok, Chiang Mai, and Phuket continue to operate normally.
Tourism Policy Shifts Add Friction
At the same time, new policy changes may have complicated arrivals.
Specifically, Thailand reintroduced proof-of-funds checks earlier this year. It also launched the digital TDAC arrival form in May 2025. Furthermore, debates over shorter visa-free durations created uncertainty.
In contrast, neighboring Vietnam expanded its visa-free entry program. Overall, this competitive tourism landscape has influenced regional travel preferences. Notably, travelers may choose easier destinations when facing additional entry hurdles.
Vietnam’s Visa-Free Move
Nevertheless, Thailand still remains a travel powerhouse. Yet, Vietnam’s visa expansion and Malaysia’s promotional campaigns have attracted attention. Generally, competition for regional tourists has grown sharper.
Still, Thailand’s appeal is undeniable and still as strong, despite recent developments.
“Thailand doesn’t need to mimic other countries’ visa policies to attract tourists,” said a tourism analyst who spoke to Pattaya Mail. “Our natural beauty, culture, and convenience are already major selling points that continue to draw international travelers year after year.”
Tourism Outlook
Overall, officials emphasize that key destinations remain safe and open. Moreover, the Ministry of Tourism insists that measures target only limited border zones. Authorities are also pursuing UNESCO heritage recognition for Wat Arun and other sites.
These moves aim to boost Thailand’s long-term cultural brand. Meanwhile, airlines and hotels continue to offer promotions ahead of peak holiday travel. As a result, officials expect a rebound later in 2025. Correspondingly, tourism operators remain cautiously optimistic.
Conclusion
Thailand’s tourism industry surged early this year. Yet, a mid-year decline of 7% now challenges growth momentum.
Safety issues, policy shifts, and regional competition all played roles. Nevertheless, strong cultural assets, heritage bids, and end-year demand may help offset losses.
Whether Thailand regains its pre-pandemic highs will depend on policy clarity and traveler confidence.
Photo by Ainur Iman on Unsplash
