Thailand has trimmed its expectations for foreign arrivals this year after new figures showed a decline in visitor numbers.
Between January and September 2025, international arrivals fell by 7.44% compared with the same period last year, totaling around 23.45 million visitors. In light of the downturn, the Tourism Authority of Thailand (TAT) has revised its full-year forecast from 37 million to 33 million.
Officials cited a combination of weaker regional demand, ongoing global economic uncertainties, and the impact of recent typhoons across parts of Asia as contributing factors. “The market remains resilient, but adjustments are necessary to reflect current realities,” a TAT spokesperson said.
The downturn comes as neighboring destinations such as Vietnam and Malaysia continue to report strong growth in arrivals. Analysts suggest Thailand will need to accelerate policy support—such as easing visa requirements and expanding flight capacity—to remain competitive in the regional tourism market.
Despite the dip, Thailand remains one of Asia’s most visited destinations, with Bangkok, Phuket, and Chiang Mai continuing to attract millions of travelers. Industry leaders remain optimistic that renewed marketing campaigns and new infrastructure projects will help stabilize arrivals going into 2026.