Historic milestone at Suvarnabhumi Airport signals full UK market recovery and renewed momentum for Thailand’s long-haul travel sector
Bangkok, Thailand — Thailand has marked a major tourism milestone with the arrival of its one millionth visitor from the United Kingdom, the first time UK arrivals have crossed this threshold since the COVID-19 pandemic. The landmark moment comes just days after long-haul arrivals to Thailand surpassed 10 million visitors, the highest level ever recorded.
The milestone visitor was welcomed at Suvarnabhumi Airport on Thai Airways International flight TG911, where senior representatives from the Tourism Authority of Thailand (TAT), Thai Airways International, Suvarnabhumi Airport, Thailand Privilege and the Immigration Bureau gathered to celebrate the achievement.
To commemorate the occasion, the one millionth UK traveller received a curated selection of premium experiences showcasing Thailand’s luxury and wellness offerings. These included return economy-class flights on Thai Airways International (London–Bangkok–London), stays at Anantara Chiang Mai and Avani+ Khao Lak, dining vouchers for the Sala Lakorn Theatrical Experience, and exclusive spa and wellness packages from PANPURI Wellness.
UK Market Returns Stronger Than Ever
“The United Kingdom continues to be an important long-haul market for Thailand,” said Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand. “Surpassing one million visitors reflects the trust built with UK travellers over many years. Our priority now is to encourage longer stays, year-round travel and exploration beyond traditional destinations, while strengthening Thailand’s position as a high-quality, globally recognised destination for meaningful and responsible travel.”
UK arrivals are projected to reach nearly 1.1 million by the end of 2025, generating more than 80 billion Baht in tourism revenue. The UK remains one of Thailand’s top 10 inbound markets, known for high-value travellers who typically travel independently or in small groups.
Popular destinations for UK visitors include Bangkok, Phuket, Krabi, Surat Thani and Chiang Mai, with an average spend of 60,000–70,000 Baht per trip and an average stay of 17.44 nights, underlining the market’s strong economic contribution to the Thai tourism ecosystem.
Long-Haul Arrivals Hit Historic High
The UK milestone mirrors broader growth from long-haul markets. On 15 December 2025, cumulative arrivals from Europe, the Americas, the Middle East and Africa exceeded 10 million visitors for the first time, accounting for more than 30 per cent of Thailand’s total international arrivals.
Europe led the growth with 7.6 million visitors, up 12.6 per cent year-on-year, followed by the Americas with 1.5 million visitors, an increase of 7 per cent compared to the same period in 2024. This surge reflects the success of TAT’s Airline Focus strategy, developed in close partnership with airlines to expand capacity, increase frequencies and strengthen year-round connectivity.
Expanding Air Connectivity Between the UK and Thailand
Air connectivity continues to play a pivotal role in sustaining momentum. During the current winter season, five airlines—Thai Airways International, EVA Air, British Airways, Norse Atlantic Airways and TUI UK—are operating 35 direct flights per week between the UK and Thailand. This represents a 12 per cent increase in seat capacity year-on-year, with approximately 11,100 seats weekly and reported load factors of 80–90 per cent in December 2025.
Looking ahead, further enhancements are already confirmed. British Airways will operate the London Gatwick–Bangkok route year-round from 31 March 2026, adding nearly 60,000 seats annually, while Virgin Atlantic is set to launch direct London Heathrow–Phuket flights during the winter 2026/27 season, with three services per week.
What’s Next for UK Travel to Thailand
During the peak winter period from October 2025 to March 2026, TAT’s London Office is rolling out 19 joint marketing campaigns with leading airlines and tour operators, including British Airways, Norse Atlantic Airways, TUI UK, Trailfinders, Kuoni, Healing Holidays and Destinology, among others. These initiatives aim to support winter demand while stimulating travel into the first half of 2026.
Looking forward, Thailand’s 2026 strategy will focus on high-quality growth from the UK and other long-haul markets, with an emphasis on year-round travel, longer stays and lesser-known destinations. UK-focused campaigns will spotlight experiences spanning wellness, gastronomy, culture, green tourism and family travel, under the global campaign “Unforgettable Experience: Healing is the New Luxury.”