BANGKOK — Thailand’s tourism industry is grappling with its sharpest downturn in years, as foreign arrivals dropped 4.66% in the first half of 2025 compared to the same period in 2024, according to the Thai Hotels Association (THA). The sustained decline, which continued for five consecutive months, has raised concerns across the hospitality sector.
Data released by the association revealed that 16.68 million international tourists visited Thailand between January and June 2025, down from 17.5 million the year prior. The most severe losses were seen in the Asia-Pacific region, with arrivals declining by 12.01%. China, previously Thailand’s largest source market, saw a steep 41.94% drop in June alone and a 34.13% fall over the six-month period.
Other regional markets, including Malaysia, South Korea, Laos, Indonesia, and Taiwan, also recorded significant declines. Even traditionally resilient markets such as the United States and Japan posted drops in June, despite overall growth in the first half of the year. In contrast, arrivals from Europe, Oceania, and the Americas showed growth — rising 16.64%, 11.92%, and 10.37% respectively — but were not enough to counterbalance the decline from Asia.
Industry stakeholders say the figures point to larger structural concerns beyond temporary fluctuations. Although outbound travel from countries like China and Japan has increased, Thailand has not benefited proportionally, suggesting waning appeal among key visitor groups.
THA President Teinprasit Chaiyapatranun said the continuous downturn was unprecedented and emphasized that safety and service issues must be addressed to restore visitor confidence. “After major incidents, we usually see a rebound. This time, the drop has persisted,” he said. “The most important thing is to build confidence that traveling in Thailand is safe.”
He cited ongoing concerns such as unregulated taxi services and scams targeting tourists, urging the government to act swiftly to resolve these issues. Following discussions with Tourism and Sports Minister Sorawong Thienthong, Chaiyapatranun acknowledged recent commitments to reform but stressed that earlier intervention could have mitigated the damage.
The THA is also pushing for proactive international public relations campaigns and long-term policy reform to safeguard the country’s tourism image. With tourism historically contributing around 12% of Thailand’s GDP, the prolonged slump could impact employment across transport, hospitality, and services.
In its statement, the THA called on the government to implement comprehensive reforms and restore international confidence in Thailand as a safe and attractive destination. Officials including Chaiyapatranun and Minister Thienthong have reiterated that efforts are now underway to address immediate concerns and reposition Thailand in a highly competitive global market.
