With its beaches in Phuket and its markets in Chaing Mai soaked in golden sunlight and the murmurs of more than a dozen languages reverberating through its bazaars, Thailand’s 2025 tourism resurgence has started to crystallise. Irina Volkova, 60, a visitor from St. Petersburg, was among the travelers to arrive, her third trip here in five years. Her travels, like those of millions of others, are part of a surging wave of tourism that has been rolling through the country this year.

Fuelled by travelers from 15 leading source markets — Malaysia, China, India, Russia, South Korea, Japan, Singapore, the UK, Germany, France, Australia, the US, Taiwan, Hong Kong, and Indonesia — Thailand is set to cross a highest pre-pandemic tourist arrival landmark. On tranquil beaches in Krabi and in the pulsating center of Bangkok, the open borders mean foreign tourists are once more filling up hotels, winding through the night markets and spending money on the redemption of experiences benefiting thousands of those Thai livelihoods.

A Closer Look at the Numbers

Thailand received over 35.5 million inbound visits in 2024, a dazzling recovery from the pandemic years. This year, it is taking things one step further as it has set an ambitious goal of attracting 39 million tourists by the end of 2025. According to mid-year numbers from the Ministry of Tourism and Sports, over 16.6 million tourists had already come by July, and the high season travel months were yet to come.

Visitor volume is still led by Malaysia, with China and India following closely. The three markets together had over 10 million arrivals in 2024, and continued to dominate in Q1 of 2025. It noted that Russia, despite facing economic sanctions and geopolitical rivalry, has had its tourists to Thailand still on the rise, with more than 1.08 million Russians coming by July 20, which was the fourth largest international market.

Why Tourists Keep Coming Back

Combining affordability, accessibility and an immersive experience, it is clear why Thailand has become such a long-standing favourite. With budget backpackers at one end and luxe-seekers at the other, the country comes in shades to fit every lifestyle and wallet.

Chinese tourists are attracted to cultural and spiritual experience, visiting temples and unesco-listed heritage sites. Indian families fly for weddings, wellness retreats and shopping. Russian tourists, who travel to warn climes of Thailand, particulary Phuket, Krabi and nearby islands during Europe’s cold winter months.

The United Kingdom, Germany and France maintain a robust flow of European tourists, especially during Thailand’s relatively dry season from November to March. Meanwhile, travelers from Australia and the United States are taking longer, more immersive trips, encouraged by favorable exchange rates and by remote work policies that have been extended.

Improved air links and easier travel are contributing to the increasing numbers

Greater air access has aided international arrivals. Thailand’s airports have been gradually expanding capacity since late 2023. Charter aircraft from Russia will start to increase a lot in the fourth quarter, especially to Phuket and U-Tapao International Airport. And other paths from Indian metros, Chinese provinces and European cities have also opened up.

Thailand visa waiver and e-visa services have made entry easier than ever. Indian passport holders, for example, enjoy relaxed visa regulations, and the period of stay for those flying in from China, Taiwan, or Russia has been increased. Airport congestion, logistics challenges and administration burdens have been reduced with the addition of Thailand’s digital arrival card in 2025.

Tourism’s Multiplier Effect on the Economy

The inbound tourism rush is having a huge economic impact. Tourism already makes up close to 12% of Thailand’s GDP and is one of the key foundations of the national economy. Foreign tourists contributed more than 768 billion baht in revenue in the first half of 2025 alone, the Ministry of Finance said.

Hospitality, food and beverage, and transport jobs have rebounded strongly. Small operations, whether homestays, cottage industries or food outlets — especially in non-metropolitan areas such as Mae Hong Son or Nakhon Si Thammarat — are enjoying fresh streams of international tourist revenue. This more wide-spread spread of tourism wealth is contributing to narrowing the economic gap among the regions.

Spending on infrastructure is also increasing. There are currently various airport expansions, seawall facilities and eco-tourism projects in progress. These enhancements are coming to meet the growing tourists number on the one hand, and on the other hand to avoid environmental pressure and guarantee security and sustainability.

The Revival of Tourism: Russia’s Role

Thailand remains one of the most popular travel destination for Russians, even after sanctions and economic hardship. Affluent Russians, unfazed by currency fluctuations or political uncertainty, remain eager to travel, TAT’s Moscow office says. A good number are return visitors, returning for Thailand’s warm climate, health care facilities and kid-friendly institutions.

Vietnam’s beaches, such as those in Nha Trang and Phu Quoc, have become popular with Russians. But infrastructure and greater range of hotel options is still the edge that Thailand has. Phuket in particular is still a key port of entry for long-haul visitors, as are newer hubs such as Krabi and Phang Nga.

Some Russians are also opting to head to mountainous areas such as Chiang Mai and Chiang Rai for lengthier stays. As Thailand continues its campaign to present itself as a year-round destination, these less-visited provinces are attracting long-stay and return visitors.

Challenges and Competitive Pressures

Thailand isn’t the only country trying to lure international tourists. Vietnam, Malaysaia, Indonesia, Philippines are all vying aggressively for a share of the Southeast Asian Tourism market. In particular, Vietnam has poached some of Russia’s summer charter flights, reducing seat supply to Thailand by 10% versus a year earlier.

Yet, Thailand still has a competitive edge with a wide range of choices, the modern amenities, rich culture and safe urban settings that it has. The agency is closely looking into the market flow and monitoring travel trends with plans to set strategies into action before winter – the peak season for Russian and European tourists.

Towards a Sustainable and Inclusive Tourism Model

With increasing arrivals, Thailand is confronted with the problems of making tourism development sustainable, just and environmentally conscionable. There are policies to promote low-carbon tourism, promote the digital transformation of local services, and support community-based hospitality projects.

Initiatives such as “Amazing Thailand Year 2025” are encouraging travelers to visit lesser known areas, to support the local craft industry and to participate in activities which are eco-friendly. These are not only designed to safeguard the country’s natural and cultural riches, but also to build long-term economic resilience in tourism.

Final Thoughts: The Numbers’ People

Behind the numbers and forecasts are personal tales of discovery, thankfulness and joy. From solo travelers going for Thai massage and jungle treks to families taking boat rides and eating spicy food by the sea, every tourist brings something to Thailand — and takes something home in the process.

For Irina Volkova, visiting Phuket in July after having been kept away there was more than a vacation, but a reunion with a country that is “a place that always feels like it’s waiting for me,” she says. For the million more Filipinos like her who work there, Thailand is more than a destination. It’s a second home, a celebration of culture and a repository of shared memory.

References

Tourism Authority of Thailand, Ministry of Tourism and Sports Thailand, Thailand Ministry of Finance.