Strategic initiatives and a thriving domestic market position Thailand as the region’s top destination
Thailand is on track to become Asia’s dominant tourism hub, with a target of welcoming 40 million visitors by 2025. This ambitious goal underscores the country’s recovery from the pandemic and its strategic efforts to position itself as a leading destination in a competitive regional market.
Key strategies to achieve this include promoting lesser-known tourist spots, expanding flight options, and capitalising on Thailand’s rich cultural heritage. Efforts to distribute visitor numbers more evenly are aimed at alleviating pressure from overcrowded areas like Bangkok, Phuket, and Chiang Mai.
Tourism is vital to Thailand’s economy, employing nearly 20 per cent of its workforce. While international visitors are a priority, the country’s strong domestic tourism market has proven essential for recovery. In 2023, domestic trips reached 136.2 million — a 21 per cent rise compared to pre-pandemic figures. Hotel occupancy rates soared to 72.6 per cent nationwide, with southern resorts recording the highest average daily rates of 2,486 baht, highlighting the importance of domestic spending.
Meanwhile, international arrivals are also rebounding. Between January and September 2023, Thailand welcomed over 5.2 million Chinese tourists alone, and this number is expected to reach 8 million by the end of the year. In total, the country anticipates 36.5 million international visitors for 2024, generating THB 500 billion in revenue. Combined with domestic spending, these figures ensure robust economic recovery.
The hospitality sector is thriving, too. Hotel revenues are expected to hit 960 billion baht by 2025, a 108 per cent increase over pre-pandemic levels. Campaigns such as Thai Tourism Year 2023 and Visit Thailand Year 2023: Amazing New Chapters have spurred a 154.4 per cent year-on-year increase in international arrivals this year alone.
Thailand is also optimistically capitalising on the holiday season, with forecasts suggesting 1.56 million international visitors during the period between December 21, 2024, and January 1, 2025. This represents a 16 per cent increase year-on-year, with tourism revenue expected to reach THB 45 billion (USD 1.3 billion) during this period — a 20 per cent increase from the previous year.
With its combination of ambitious goals, innovative marketing campaigns, and strong internal demand, Thailand is firmly ahead of its regional competitors, including Vietnam, Japan, and South Korea. The nation’s strategic approach to both domestic and international tourism sets the stage for its continued success as Asia’s most sought-after destination by 2025.
