Thailand is actively enhancing its tourism landscape as the sector rebounds from downturn caused by the COVID-19 pandemic. In doing so, Thailand’s government has recently added three special public holidays in 2025 aimed at driving domestic tourism and encouraging longer trips, boosting economic activity in local hospitality, retail, and travel sectors. Tourism remains central to Thailand’s economy, accounting for around 12% of the GDP and nearly 20% of employment. After seeing tourist numbers drop from over 40 million in 2019 to just 428,000 in 2021 due to COVID-19, the Thai government has since prioritized recovery.
With tourism bouncing back, Thailand welcomed 28.15 million international visitors in 2023 and exceeded 29 million arrivals by mid-2024. Officials are optimistic about surpassing 36.7 million visitors by the end of the year, close to the pre-pandemic record. High-season travel has surged, with Phuket Airport, for example, seeing over 30,000 international passengers daily and an average of 300 flights per day. The airport plans to expand its capacity to accommodate 18 million passengers annually, showcasing the infrastructure upgrades supporting this tourism surge.
Notably, China remains a vital source market for Thailand, contributing over 5.2 million visitors from January to September 2024, with expectations to reach 8 million by year-end. As Thailand targets 40 million tourists in 2025, the focus is not only on increasing arrivals but also on enhancing per-visitor spending and stay length. A balanced approach that combines tourism growth with sustainable infrastructure and resource management could secure Thailand’s position as a leading global destination, providing economic resilience while supporting long-term sector viability.
