Bangkok, November 4th, 2025
As the high season kicks off, Thailand’s Tourism Authority (TAT) is ramping up efforts to lure 6.71 million foreign visitors in November and December, aiming to salvage a revised annual target of 33.4 million arrivals despite a concerning 3.94% dip in October numbers.
The push comes after a challenging year marked by economic headwinds and shifting traveler preferences. According to TAT’s latest projections, released in late September, the kingdom is on track for its first annual decline in foreign arrivals since the COVID-19 pandemic, down about 6% from 35.5 million in 2024. This forecast, echoed by the Ministry of Tourism and Sports, attributes the slowdown to a sharp drop in East Asian markets—particularly China, where arrivals plunged 35% year-to-date—and an 8% contraction from ASEAN neighbors like Malaysia.
October’s arrivals, clocking in at around 2.3 million, marked a 3.94% year-on-year decline, per preliminary data from the Ministry, bringing fears of missing even the adjusted goal. Cumulative figures through October stand at approximately 26.69 million visitors, leaving 6.71 million needed in the final stretch to reach 33.4 million—a tall order given the strong baht’s erosion of competitiveness and global inflation curbing long-haul travel.
TAT Governor Thapanee Kiatphaiboonsin showcased the urgency in a Thai media interview, noting that while long-haul markets like India and Europe have stabilized numbers, the loss of high-volume Chinese tourists—down to 2.3 million in the first half from 3.5 million last year—has hit revenue hard. “We’re pivoting to cultural mega-events and incentives to boost the end-of-year surge,” she said.
Thai media outlets have amplified calls for swift interventions. Reports show the tourism sector’s vulnerability, with tourism accounting for over 10% of GDP yet facing intensified competition from Vietnam and Indonesia. The Federation of Thai Industries warns that without flight subsidies or visa perks, the projected 1.51 trillion baht in international revenue—down 5% from 2024—could slip further.
Optimism lingers for a peak-season rebound, fueled by events like the Amazing Thailand Countdown 2025. However, analysts caution that safety perceptions, including scams and human trafficking networks, continue to deter visitors.
With domestic tourism up 2% to 204.57 million trips, the overall sector eyes 2.66 trillion baht in revenue for 2025. TAT vows to monitor weekly inflows closely, adjusting promotions to steer toward the 33.4 million mark and avert a deeper economic ripple.
Photos: Recent tourism events in Pattaya taken by Adam Judd for The Pattaya News
For the original version of this article, please visit The Pattaya News.
