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Tourism in Thailand: Measures to save from the decline in visitors!
Thailand's leading tourism bodies discuss measures to revive the sector due to declining visitor numbers in 2025.
Tourism in Thailand: Measures to save from the decline in visitors!
On November 18, 2025, five key tourism associations met with Prime Minister Anutin Charnvirakul to discuss ways to revive Thailand's severely ailing tourism industry. How Nation of Thailand reported, measures were on the agenda to overcome both short-term and long-term challenges. The delegation included the Tourism Council of Thailand (TCT), the Association of Thai Travel Agents (ATTA) and other prominent industry representatives.
The situation is serious: in 2025 the tourism scenarios are considered to be one of the most challenging ever. A sharp decline in short-haul travel from key markets such as China, Hong Kong and South Korea is affecting Thailand. Still, the country remains a popular destination for travelers from Asia, even as forecasts predict a 7% decline in foreign arrivals compared to last year.
Current figures and trends
From January to September 2025, Thailand recorded only 24.11 million tourist arrivals, a decrease of 7.56% compared to the previous year, as Portail Asia determines. The main origin of international guests remains China, followed by Malaysia and India. Tourism revenue was around THB 1,113,755 million, also a decrease of 5.85%. However, the average spend per visitor increased by 1.74% to THB 46,000.
In terms of September arrivals, only 2.23 million were registered, a decrease of 11.3% compared to last year. The seasonal fluctuations show that the industry experiences enormous challenges during the off-season. At the same time, we are seeing an increase in tourism in the northern provinces such as Chiang Mai and Chiang Rai, while traditional hotspots such as Bangkok and Phuket are struggling with declines.
Strategies for improvement
At the meeting with the Prime Minister, several measures were proposed to improve the situation. This includes, among other things, the extension of the 'Half-Half Thailand Travel' campaign and the introduction of a new 'Let's Go Halves Tour' package. The aim is to regain tourists' safety confidence and attract major international events within three months. These initiatives are important not only to stabilize numbers, but also to strengthen Thailand's reputation as a safe travel destination.
The industry remained forward-looking and included ideas on how to increase the country's attractiveness while exploring innovative approaches. Loud Thailand Tip Medical and wellness tourism is also becoming increasingly important. Thailand's excellent reputation for healthcare services attracts international guests and could therefore make an important contribution to the recovery of the sector.
The challenges are great, but industry representatives are optimistic about the future. Through clever strategies and close cooperation with international partners, Thai tourism should get back on track. The starting position may be difficult, but with a good hand and the right commitment, 2026 could perhaps be another year full of travel dreams.