BANGKOK, Thailand — Thailand’s tourism industry continues its strong momentum in 2025, welcoming over 25 million international visitors and generating more than 1.15 trillion baht in tourism revenue so far this year, according to the Ministry of Tourism and Sports.
From January 1 to October 12, 2025, the country recorded 25,096,346 foreign arrivals, marking a 7.54% decrease compared with the same period last year. However, with the upcoming high season and a lineup of major festivals and international events, authorities are optimistic about achieving their next milestone.
The Tourism Authority of Thailand (TAT) projects that the country will attract an additional 12 million visitors during the final four months of 2025, driven by festive holidays, long-haul travel season, and the government’s ongoing Ease of Travelling measures — including the waiver of Immigration Form TM6 and initiatives to increase airline flight frequencies to Thailand.
Top Five Visitor Markets
Thailand’s top source markets for 2025 remain consistent with regional travel trends:
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Malaysia – 3,608,943 visitors
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China – 3,582,322 visitors
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India – 1,850,318 visitors
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Russia – 1,319,164 visitors
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South Korea – 1,205,556 visitors
Short-haul markets like Malaysia, China, and India continue to drive steady arrivals, while long-haul markets are expected to pick up as the high tourism season begins.
Events to Power Tourism Growth
The TAT plans to boost arrivals through a series of large-scale cultural, sports, and festive events designed to attract both local and international visitors.
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Maha Loy Krathong 2025 – Set for November in Sukhothai and Ayutthaya, this 30-million-baht festival aims for global recognition, expecting 450,000 visitors and 800 million baht in tourism revenue.
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Amazing Thailand Marathon 2025 – Scheduled for late November, with Olympic champion Eliud Kipchoge returning as event ambassador, the marathon is projected to draw 36,000 runners and 894 million baht in spending.
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Vijit Chao Phraya Light Festival – Running from November 1 to December 15, this expanded 45-day light and art celebration along the Chao Phraya River carries a 50-million-baht budget and is expected to attract 1.5 million visitors, generating 500 million baht in revenue.
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Amazing Thailand Countdown 2026 – To be held in Chiang Mai and Phayao, with a 25-million-baht budget, the event is forecast to welcome 150,000 visitors and spotlight regional celebrations.
Focus on Sustainable and High-Value Tourism
While Thailand’s scenic landscapes and cultural landmarks remain timeless attractions, tourism leaders are now focusing on high-value, experience-driven travel rather than volume-based tourism.
As the year’s busiest travel period begins, Thailand is poised to close 2025 on a high note — combining festival tourism, sports tourism, and cultural showcases to reaffirm its position as one of the world’s most dynamic and welcoming destinations.