Thailand's Foreign Tourist Arrivals Fall 6% as Regional Competition Grows

Thailand's foreign tourist arrivals dropped 6 percent in the first seven months of 2025, with the kingdom welcoming 19.29 million international visitors compared with the same period in 2024, according to figures released by the Ministry of Tourism and Sports.

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The decline comes as regional competitors — particularly China, Japan, and Vietnam — intensify their efforts to capture the lucrative tourism market, with several nations positioning tourism as the cornerstone of their economic recovery strategies.

In a striking comparison, Japan welcomed 21.5 million foreign tourists in just the first six months of 2025, representing a robust 21 percent increase year on year. This figure significantly exceeds Thailand's six-month total of 16.69 million visitors, highlighting the growing competitive pressure in the region.

The Japan National Tourism Organisation reported that South Korea topped Japan's visitor rankings with 4.78 million tourists, followed closely by China with 4.72 million—a remarkable 53.5 percent surge.