Thailand's tourism revenue dipped in 2025, but health tourism surged, prompting new efforts to attract more Chinese, Japanese, Indian, and Gulf tourists.

Thailand’s tourism sector faces a downturn, with foreign arrivals down 7.5% year-on-year through September 2025, totaling 24.11 million and generating 1.11 trillion baht in revenue. Despite this, health tourism is surging, with 92,813 operators generating $20.65 billion, driven by demand for spa, wellness, and medical services. The government is shifting strategy, aiming to attract 2–3 million more Chinese tourists within four months and targeting high-growth markets like Japan, India, and Gulf nations. Efforts include promoting second-tier cities, improving safety via AI and the Thailand Tourist Police app, and leveraging the SEA Games to boost confidence.