Thailand has reported strong growth in long-haul international arrivals in early 2025, as it steps up efforts to attract high-value travellers in line with national tourism strategy — driving toward its year-end target of 39 million visitors.

From 1 January to 21 April 2025, Thailand welcomed over 11.35 million visitors, according to the Immigration Bureau. Long-haul markets showed particularly strong year-on-year growth: the United Kingdom – 423,324 (+20.61%), Germany – 407,378 (+13.14%), France – 364,262 (+22.65%), the United States – 379,472 (+12.83%), Australia – 255,420 (+16.85%), Israel – 131,958 (+97.43%), Italy – 114,808 (+28.6%), the Netherlands – 94,074 (+17.88%), Spain – 52,629 (+17.75%), and Saudi Arabia – 43,356 (+15.26%).

This performance has been driven in part by expanded airline seat capacity through TAT’s Airline Focus strategy, which partners with international carriers to increase flight frequencies and launch new routes. Recent additions include Alitalia (Italy–Bangkok), Condor (Frankfurt–Bangkok/Phuket), Evelop Airlines (Madrid–Bangkok), and Air Calédonie International (Paris–Bangkok), alongside frequency increases from Iberojet (Madrid–Bangkok) and Norse Atlantic Airways (London Gatwick–Bangkok).

Forward bookings from long-haul markets remain strong for April to June, with continued momentum expected from the UK, Italy, Spain, Israel, and Russia.

TAT is sharpening its promotional focus on high-potential, high-spending source markets to drive sustainable growth. Priority areas include long-haul markets across Europe (the UK, Germany, Italy, Israel, Sweden, Switzerland, Norway, Austria), the Americas (Argentina, Brazil), Oceania (Australia), the Middle East (Saudi Arabia, Kuwait), and Africa (South Africa), as well as key short-haul markets including Japan, South Korea, Taiwan, Malaysia, Singapore, Indonesia, India, and Sri Lanka.

Targeted efforts are being made to attract high-value tourists through health and wellness experiences, including Thai massage, spas, yoga, wellness cuisine, and holistic programmes — especially popular among travellers from Europe, ASEAN, and the Middle East.

The yacht and superyacht segment is being developed for European, Australian, and Asia-Pacific markets, while sports and entertainment tourism — including golf, marathons, trail running, Muay Thai, diving, and cycling — is being actively promoted in Russia, Europe, the US, Australia, China, South Korea, and Japan. Additionally, the digital nomad and workation markets are being targeted in popular destinations such as Chiang Mai, Bangkok, Phuket, Ko Samui, Hua Hin, and Krabi.

“We’re not just chasing numbers — we’re shaping the future of Thai tourism,” said TAT Governor, Ms. Thapanee Kiatphaibool. “From wellness and yachting to global festivals and sport, we’re curating experiences that speak to today’s traveller, while building long-term value for the Thai economy and local communities.”

To boost year-round travel, TAT is leveraging Thailand’s cultural richness and soft power through its Grand Festivity initiative, part of the Amazing Thailand Grand Tourism and Sports Year. Building on the success of Songkran 2025, the Thailand Summer Festivals campaign will feature high-profile events in music (EDC, Wonderfruit, Big Mountain, Pla Ra Molam), sport (UTMB, Regatta, WGP#1, FIVB, SEA Games), the arts (Na Satta, International Fireworks Festival), and food and culture (Amazing Thailand Grand Taste).

A full-spectrum communications push across digital, print, social, and mainstream media will ensure Thailand stays top-of-mind for global travellers. With strong momentum in place, TAT is on track to achieve its 2025 tourism targets.