Thailand's tourist arrivals fell over 7% in 2025, its first annual decline in over a decade, due to a stronger currency and regional instability.

Thailand saw its first annual drop in tourist arrivals in over a decade, with 32.6 million visitors by December 28, 2025, a decline of over 7% compared to 2024. The strong baht, up 8% against the dollar, made the country more expensive relative to regional rivals, contributing to the downturn. This followed a series of crises including safety incidents in Myanmar, a border conflict with Cambodia, flooding in the south, and political instability. Tourism revenue reached 1.5 trillion baht, down from 1.67 trillion in 2024. Despite challenges, Malaysians remained the top visitor group, followed by Chinese and Indian tourists. The government aims to attract 36.7 million visitors in 2026, with rebuilding confidence among Chinese travelers seen as key to reaching a target of 38 million.