Bangkok: Thai domestic tourism is projected to surpass expectations in 2025, while the number of foreign visitors is anticipated to decrease to 32.8 million over the year. Ms. Thapanee Kiatpaiboon, Governor of the Tourism Authority of Thailand (TAT), disclosed the overall tourism situation for the domestic market, indicating that Thai nationals continue to be the primary force driving the sector’s growth in 2025.
According to Thai News Agency, the domestic tourism market is expected to reach 206.63 million trips from January to December 2025, marking a 3% increase from the previous year and surpassing the target of 205 million trips. This achievement is projected to generate over 1.16 trillion baht in revenue, reflecting a 4% growth as planned. Despite a slight decline in December, with travel reduced to 19.04 million trips and revenue hitting 108 billion baht, the trend was attributed to rising living costs and debt burdens, prompting Thais to opt for affordable and value-oriented travel options closer to home.
Revenue from popular tourist cities showed a slight increase, accounting for 27% of total revenue, while major cities saw a minor decline to 73%. Towards the year’s end, there is a notable trend of Thais planning more international trips, as evidenced by an over 80% rise in Google searches for accommodations and tourist destinations abroad, particularly in Vietnam, China, and Japan. This shift is influenced by factors like cheaper airfares, increased flight schedules, a stronger Thai baht, and attractive tourist campaigns from other countries.
Conversely, the international tourist market is experiencing challenges, prompting the TAT to revise its 2025 target to 32.8 million tourists, reflecting an 8% decline from the previous year. The agency anticipates only 3.2 million international tourists in December, an 11% decrease. While January may see a 22% growth, the remainder of the year is expected to report negative growth. This trend underscores the current state of Thai tourism, where domestic tourists are sustaining the market as international arrivals wane amidst global economic difficulties and heightened competition in the tourism industry.