Thailand recorded 32.97 million international tourists in 2025

Thailand attracted approximately 32.97 million international tourists in 2025, a 7.23% decrease from 35.55 million arrivals the year before. The top source markets were Malaysia (4.52 million), China (4.47 million), and India (2.49 million). The dip followed several years of post-pandemic recovery in which arrivals had climbed past 28 million by 2023, and came as Thailand’s tourism authority leaned toward a "value over volume" strategy — targeting travelers who stay longer and spend more rather than chasing raw arrival counts.