Thailand has set an ambitious target to attract 40 million international tourists by 2025, capitalising on the strong recovery in 2024. The country recorded 35.5 million arrivals last year, marking a 26% increase from 2023. This surge was driven by eased entry rules and targeted visa policies designed to boost visitor numbers.
Surge in arrivals and spending
Tourist spending reached a remarkable 1.67 trillion baht ($66 billion) in 2024, a 34% increase from the previous year, according to the Ministry of Tourism and Sports. The final week of 2024 saw over 900,000 visitors, the highest weekly figure since 2020. These statistics reflect a strong rebound in the tourism sector following the pandemic’s impact.
According to government reports, the top five source countries for visitors in 2024 were:
- Malaysia: 4.9 million visitors
- India: 2.1 million visitors
- South Korea: 1.8 million visitors
- Russia: 1.7 million visitors
Although the total number of visitors fell slightly short of the tourism ministry’s target of 36.7 million for 2024, it aligned closely with the Bank of Thailand’s forecast of 36 million. This growth highlights the effectiveness of Thailand’s tourism policies and the ongoing recovery of global travel.
Boost from Indian tourists
A significant contributor to Thailand’s tourism growth has been the increase in visitors from India, a key emerging market. To cater to this growing market, the Thai government has introduced several policies aimed at attracting Indian tourists:
- Visa-free entry: Introduced in November 2023, this policy allows Indian visitors to stay for up to 60 days, with the possibility of extending their stay for an additional 30 days. Initially set to end in 2024, the visa-free scheme has now been extended indefinitely, further encouraging travel from India.
- Electronic travel authorisation (ETA): Launched in January 2025, the ETA system simplifies the visa application process for Indian travellers, making it easier for them to obtain travel permits.
These measures are expected to continue driving significant growth in arrivals from India, as the country’s middle class expands and more people seek international travel experiences.
Tourism’s economic role
Tourism is a vital sector for Thailand’s economy, contributing approximately 12% to the nation’s GDP and supporting nearly 20% of jobs. The government is forecasting tourism revenue of 2.8 trillion baht (around $78.4 billion) in 2025, driven by the projected 40 million foreign arrivals and an estimated 200 million domestic trips.
Thailand’s tourism sector not only supports the economy but also plays a crucial role in maintaining the country’s global reputation as a premier travel destination. The government is working to sustain this growth by promoting the industry through a series of initiatives.
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“Amazing Thailand grand tourism and sports year 2025” campaign
In 2025, Thailand will launch the “Amazing Thailand Grand Tourism and Sports Year 2025” campaign. This initiative aims to attract even more visitors by introducing new attractions, showcasing vibrant cultural celebrations, and strengthening collaborations with global tourism stakeholders. The campaign is expected to draw attention to Thailand’s rich cultural heritage, diverse landscapes, and luxurious resorts, further enhancing the country’s appeal.
The upcoming third season of the hit TV series The White Lotus, which is set in luxury Thai hotels, is also expected to generate international buzz, bringing the allure of Thailand’s high-end tourism offerings to a global audience.
Legalisation of same-sex marriage: Boosting Thailand’s appeal
Another factor contributing to Thailand’s growing tourism appeal is the recent legalisation of same-sex marriage. This progressive move has enhanced the country’s reputation as a welcoming destination for LGBTQ+ travellers. Thailand has long been a favourite among LGBTQ+ tourists, and the legalisation of same-sex marriage is likely to attract even more visitors, further solidifying its status as one of the top global travel hotspots.
As Thailand aims for its target of 40 million tourists in 2025, it continues to evolve its tourism policies and initiatives to cater to a wide range of international visitors. By promoting inclusivity, simplifying visa processes, and enhancing its tourism offerings, the country is poised to strengthen its position as one of the world’s leading tourist destinations in the years to come.
