🔄 Last updated on June 19, 2025
Thailand tourism 2025: The industry is active. But it also faces good times and hard times. After bouncing back from the pandemic, the country sees fewer international tourists. Fewer Chinese visitors are coming. There are new safety worries. Despite these issues, the government works hard to boost the industry. Travelers are still drawn by Thailand’s rich culture, beautiful nature, and warm welcome.
Key Figures for Thailand Tourism in 2025
| Indicator | 2025 Figures |
|---|---|
| International visitors (April 20) | 11.2 million |
| Annual target | 37 to 40 million foreign tourists |
| Tourism revenue (Q1) | 471 billion baht (+7%) |
| Chinese market | -30% over 4 months |
| Songkran (April) | 558,000 visitors in Bangkok, 1.7 billion baht generated |
Challenges and Revival of Thailand Tourism in 2025
After the first joy of reopening, Thailand faces a tough year. Fewer Asian visitors are coming. Some travelers feel unsafe. Costs are rising. And there’s more regional competition. The government has started five urgent steps. These include making security better, improving visitor services, building faster, holding events all year, and showing a better image of the country.
“Tourism is the engine of our economy. It’s not just about numbers, but also about quality, security, and sustainability.”
— Paetongtarn Shinawatra, Prime Minister of Thailand
The 2025 plan now focuses on how much each tourist spends, not just how many come. It targets visitors from far away, like Europe, America, and Australia. It also targets those who spend a lot.
Thailand Tourism 2025: Government Strategies and Soft Power Initiatives
To learn more about the goals, ideas, and official program for the 2025 campaign, check the Tourism Authority of Thailand (TAT) page. The TAT aims to attract a high volume of foreign tourist arrivals.
- “Amazing Thailand Grand Tourism & Sports Year 2025”: This campaign includes festivals, major sports events (like SEA Games, MotoGP, UTMB…), and marketing efforts with top travel companies.
- Soft power: Thailand uses its food (over 400 Michelin-rated restaurants). It also promotes wellness (spas, retreats, Lanna treatments), movies, fashion, handicrafts, and Muay Thai boxing. This draws world visitors looking for real, high-quality experiences.
- Promoting other places: Thailand also promotes green tourism. Sixteen places, like Nan Old Town and Krabi Prototype, got the “Green Destinations” label in 2025.
- Better security: This means AI cameras, more tourist police, faster entry checks, and efforts to stop scams.
Major Events and Festivals in Thailand in 2025
- Songkran (April 13-15): This is the Thai New Year. It features big water fights, Buddhist traditions, and celebrations across the country. To know more, see our guide on the Thai New Year.
- Rolling Loud Thailand (November 14-16, Pattaya): Asia’s biggest hip-hop festival. It has international headliners and beach concerts until midnight.
- Wonderfruit Festival (December 11-15, Pattaya): This green festival celebrates 10 years. It mixes music, art, wellness, food, and eco-friendly ideas.
- SEA Games & ASEAN Para Games (late 2025): These are major regional sports events. They will be held in many provinces like Bangkok, Chiang Mai, Phuket, and Krabi.
- Cultural and Culinary Festivals: Other events include the Chiang Mai Flower Festival (February), Mango Art Festival (May, Bangkok), Chanthaburi Paradise of Tropical Fruits, Phuket Jazz Festival, and the Amazing Thailand Countdown (December 31).
Sustainable Tourism: Initiatives and Exemplary Destinations
Thailand is quickly moving towards sustainable tourism. Sixteen places are now labeled “Green Destinations” in 2025. These include Nan, Krabi, and Phuket. Many local projects are starting. These include cultural stays in Northern villages, waste management in Phuket, and caring elephant sanctuaries. Also, a key part of this policy is closing sea parks for part of the year. This helps nature get well again.
- To do: Choose hotels certified as “Green Hotel” or “Green Leaf.” Join trips that help local people. Follow environmental rules in parks and animal places.
Green tourism helps local people directly. It supports keeping nature safe. It also gives travelers true and caring experiences. For a true experience, explore Isaan, a lesser-known part of Thailand. It’s great for going off the usual path.
Itineraries and Experiences in 2025
- Bangkok – Chiang Mai – Chiang Rai: Explore culture, temples, markets, nature, and the Golden Triangle. To plan your trip in the North, see our full guide to Chiang Mai.
- Phuket – Koh Phi Phi – Krabi: Great for beaches, diving, and sea trips. Get all helpful tips in our guide to Krabi.
- Koh Samui – Koh Phangan – Koh Tao: These Gulf islands are good for relaxing, snorkeling, and parties. To pick your island, see our comparison Which island to choose in Thailand?.
- Isan (Northeast): Offers rich culture, national parks, local villages, and local food.
- Unique experiences: Try cooking classes, treks in the North, homestays, festivals (like Songkran and Yi Peng), Muay Thai, yoga, and local crafts.
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Testimonial: “Our trip Bangkok – Sukhothai – Khum Lanna – Golden Triangle, then Chiang Rai, will remain unforgettable. The guides were always present and smiling, and we loved fruit picking in Phrao and the bike ride.”
— Traveling family, February 2025
For a different city and beach trip, look at our guide to Pattaya and its new changes in 2025.
Traveler Profiles: Families, Seniors, Digital Nomads
- Families: Find suitable places to stay and fun trips (animal parks, floating markets, temples). There are also nature activities and cultural learning.
- Seniors: They can choose wellness stays, comfy hotels, and guided tours. They can also enjoy an easy pace and simple access to travel and doctors.
- Digital nomads: They can get a 5-year DTV visa. They can also find shared workspaces in Chiang Mai, Bangkok, Koh Phangan, and Phuket. A month’s budget is usually €560 to €1,120, depending on the city. Internet is fast and cheap (€10-20/month). Many cafes and coworking spots are open (€3-10/day). Join Facebook groups like “Thailand Digital Experts” to meet others and find good deals.
To make your stay easy and talk freely, see our Thai-French Lexicon for travel.
Entry Formalities and Visas in 2025
Making entry easier is a key way to boost tourism in 2025. Here are the rules for Chinese nationals and other visitors.
Visa Exemption Extended to 60 Days
Since July 15, 2024, French people (and those from 92 other countries) can stay in Thailand for up to 60 days without a visa for tourism. This is up from 30 days before. You get a simple, free entry stamp in your passport when you arrive.
Good to know: You can ask for 30 more days at an immigration office in Thailand. This makes your total stay up to 90 days.
Other Mandatory Formalities
- Passport: Your passport must be valid for at least 6 months after you enter Thailand.
- Digital Arrival Card (TDAC): As our guide on the TDAC shows, this online form has been required for all foreign travelers since May 1, 2025.
- Electronic Travel Authorization (ETA): This should start in 2025. This pass will be required for those without a visa. We will update our articles when the exact date is known.
Practical Tips for Traveling in Thailand in 2025
- Budget: Plan for about €55 per person per day (not including flights). Be aware of higher prices on islands and in popular tourist areas.
- Health: Travel insurance is highly recommended. Make sure your shots are current. Use repellent and long clothing to protect against mosquitoes (dengue, Zika, malaria).
- Safety: Watch out for scams. Follow local rules. The tourist police emergency number is 1155.
- Budget tip: Choose the North or Isaan for cheaper and more real stays. Avoid high season (November-March, July-August) for better prices.
- Culture: Follow dress codes in temples. Be patient and smile. Negotiate politely.
Conclusion: Thailand, a Destination to Reinvent in 2025
Even with a tougher outlook for Thailand tourism in 2025, Thailand remains a fascinating country. It can change and offer special times for all travelers. With new efforts, green tourism, and better quality, the “Land of Smiles” is adapting. It continues to bring in visitors from all over the world. We saw 11.2 million foreign arrivals compared to the same period last year, and a 5.24% increase year-on-year in revenue. Get ready for your trip. Stay informed, flexible, and curious. Thailand still has much to offer, even now.