(Image source from: Canva.com)
Thailand has seen a drop of 7.44 percent in the number of foreign tourists from January to September 21, based on new statistics from the Tourism Ministry. Approximately 23.45 million people visited the country during this time, compared to nearly 25 million in 2024. Malaysia was the biggest source of visitors with 3.38 million, followed closely by China with 3.3 million. These statistics have led Thailand's planning agency to reduce its annual forecast to 33 million visitors, down from an earlier estimate of 37 million. This is significantly lower than the nearly 40 million guests Thailand received in 2019 before the pandemic struck. Previously, Chinese tourists were a major part of Thailand's numbers, but their visits have declined in 2025. Experts suggest that the primary reasons include worries about safety, reports of scams, and the belief that other nearby countries like Japan and Singapore are safer, which has caused travelers to choose those destinations. Although the raw numbers of Chinese arrivals may still seem high, their visits tend to be shorter and spending is decreasing.
Vietnam and Japan are attracting tourists by offering competitive rates, new attractions, and a reputation for safety. Vietnam, in particular, has seen a record increase this year, presenting a newer, cheaper, and less crowded option for travelers. Thailand's usual appeal as an affordable vacation spot is facing challenges. Even with Thailand experiencing negative inflation this year, rising costs for food and hotel accommodations are making trips seem more expensive compared to other Asian destinations, without travelers feeling they are getting better deals. Negative news about scams, crime, and accidents remains prevalent. A quick online search for "Thailand Scams" reveals numerous scams that travelers might encounter, including gem and tuk-tuk scams. Although these incidents generally happen individually, the feeling of danger is enough to deter cautious travelers, particularly from East Asia, which has been Thailand's strongest market.
Changes in policy have created more obstacles. Visiting Thailand used to be simple due to its various visa-exempt policies. However, recent modifications, such as requiring financial proof for visas (Applicants must show they have at least 20,000 Thai Baht/Rs 55,529 in available funds) and the introduction of a digital arrival card system, aim to tighten regulations but also introduce additional steps for budget-conscious and first-time travelers. The ongoing conflict at the Cambodian-Thai border, involving disputes over the Preah Vihear temple area, has also gained attention. While it does not directly impact most tourist areas, such news contributes to feelings of instability and uncertainty for some visitors. Arrivals from distant markets such as the US, UK, and Australia have increased, and Indian travelers remain steady. However, these groups are still too small to balance out the decrease in short-haul Asian tourists, who are essential to Thailand's tourism industry. For now, while millions still visit the Land of Smiles, the data indicates that Thailand may be losing some of its previous unmatched appeal.
