Thailand Tourism Statistics 2026

Thailand welcomed 32.97 million international tourists in 2025, a 7.23% decline from 2024's 35.55 million and the first annual drop since the pandemic. Through 19 September 2026, Thailand has welcomed 22.18 million visitors (down 3.67% YoY), earning ฿1.08 trillion. The Tourism Authority of Thailand's base case for the full year is 32.6–32.7 million, roughly flat on 2025, with a stretch target of 33 million.

Approximately 953,000 Americans visited Thailand in 2025, making the United States Thailand's 8th-largest source market. The US is one of the few markets growing in 2026: 687,610 Americans arrived in the first eight months, up 0.91% year-on-year against a 3.08% fall overall.

Thailand generated approximately 1.53 trillion baht (US$45 billion) in international tourism revenue in 2025, down from 1.67 trillion baht ($48.5B) in 2024, within a total tourism economy of about 2.7 trillion baht including domestic travel. Through 19 September 2026 international visitors had spent 1.083 trillion baht. Tourism accounts for roughly 12% of Thailand's GDP when direct and indirect effects are included.

The average international tourist stays 9+ days in Thailand. Swedish tourists stay the longest at roughly 19 days on average, while Malaysian visitors stay under 5 days (reflecting cross-border short trips). Average per-trip spending is approximately ฿47,000 (US$1,440).

Final 2025 figures show 32.97 million international arrivals, a 7.23% decline from 2024's 35.55 million. The drop is attributed to a sharp fall in Chinese arrivals (down roughly 34%), broader regional safety concerns, and dual-pricing complaints. Malaysia overtook China as Thailand's #1 source market for the first time in years, but held it for only that year. China is back on top in 2026.

Through 19 September 2026, Thailand has welcomed 22.18 million international visitors, down 3.67% year-on-year, generating ฿1.083 trillion. The Tourism Authority of Thailand expects 32.6–32.7 million for the full year, is chasing 33 million, and has set a ฿2.7 trillion revenue goal behind a September-to-December high-season campaign. Almost all of the shortfall is short-haul: South Korea is down 24.8% and Malaysia 11.9%. China is the exception, up 16.1%.

In 2026 to date: China (3.73M), Malaysia (2.83M), India (1.64M), Russia (1.23M) and South Korea (811,000). China has retaken the #1 spot it lost in 2025, with arrivals up 16.1% year-on-year, while South Korea has fallen nearly 25%. For the full 2025 calendar year the order was Malaysia (~4.5M), China (~4.47M), India (~2.5M), Russia (~1.9M) and South Korea (~1.6M).

Thailand is the 8th most visited country in the world and the most visited country in Southeast Asia. Bangkok alone consistently ranks #1 among the world's most-visited cities, with around 32 million international visitors in 2024.

China. Malaysia briefly took the top spot in 2025 with approximately 4.5M visitors against China's 4.47M, after Chinese arrivals fell 34%. China has since recovered: 3.73 million Chinese visitors arrived in the first nine months of 2026, up 16.1% year-on-year and comfortably ahead of Malaysia's 2.83 million, which is down 11.9%.

Tourism contributes approximately 12% of Thailand's GDP when including direct and indirect effects. The sector directly employs 4.19 million people (10.7% of the workforce) and generated approximately $45 billion in international visitor revenue in 2025, or about ฿2.7 trillion including domestic tourism.

November to February is peak season with cool, dry weather and the highest visitor numbers. December and February have the highest hotel occupancy rates (84% in Bangkok). May to October is the monsoon/low season with 30–50% lower prices.

The average length of stay for international tourists is 9+ days. Swedish tourists stay longest (19 days average), while Malaysian visitors stay the shortest (under 5 days), reflecting different travel purposes.