The Tourism Authority of Thailand (TAT) reports strong growth in 2025 long-haul arrivals, targeting 39 million visitors. Efforts focus on expanding routes, attracting high-value travelers, and promoting wellness and cultural tourism.
Between January 1 and April 21, 2025, Thailand welcomed over 11.35 million visitors, as reported by the Immigration Bureau. Long-haul markets experienced notable year-on-year growth. The United Kingdom saw 423,324 visitors, marking a 20.61% increase. Germany welcomed 407,378 visitors, up by 13.14%, while France had 364,262 visitors, a rise of 22.65%. The United States recorded 379,472 visitors, reflecting a 12.83% growth. Australia had 255,420 visitors, increasing by 16.85%, and Israel saw a significant surge with 131,958 visitors, up by 97.43%. Italy attracted 114,808 visitors, a 28.6% increase, and the Netherlands had 94,074 visitors, up by 17.88%. Spain welcomed 52,629 visitors, marking a 17.75% rise, and Saudi Arabia had 43,356 visitors, with a growth of 15.26%.
The performance has been significantly enhanced by the expansion of airline seat capacity, a result of TAT’s Airline Focus strategy. This initiative collaborates with international carriers to boost flight frequencies and introduce new routes. Recent developments include new routes such as Alitalia (Italy–Bangkok), Condor (Frankfurt–Bangkok/Phuket), Evelop Airlines (Madrid–Bangkok), and Air Calédonie International (Paris–Bangkok). Additionally, there have been frequency increases from Iberojet (Madrid–Bangkok) and Norse Atlantic Airways (London Gatwick–Bangkok).
Strong Growth in International Arrivals
The Tourism Authority of Thailand (TAT) reports substantial growth in long-haul arrivals, aiming for 39 million visitors and 2.23 trillion Baht in revenue by year-end. From January to April, over 11.35 million visitors arrived, with notable increases from the UK, Germany, and France. The expansion results from the Airline Focus strategy, partnering with carriers to increase flight frequencies and new routes, such as Alitalia and Condor.
Strategic Tourism Initiatives
Long-haul markets continue strong bookings through June, with significant gains expected from Europe and Russia. TAT focuses on high-spending markets for sustainable growth, targeting Europe, the Americas, and Asia. Health and wellness offerings attract tourists, along with promoting yachting, sports tourism, and digital nomad destinations across Thailand.
Cultural and Event Promotion
TAT is enhancing year-round travel with its Grand Festivity initiative, featuring events in music, sports, arts, and food. The Thailand Summer Festivals campaign highlights cultural richness, supported by robust media promotion. With strategic efforts in place, TAT is on track to meet its 2025 tourism targets, shaping the future of Thai tourism.
Source : Thailand Targets High-Value Travellers to Fuel Long-haul Tourism Growth
