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Thailand’s Tourism Shifts to Quality Over Quantity as Spending Rises
Thailand welcomed 12.09 million foreign tourists between January and April 2025, a 0.26% decrease from the same period the previous year, according to figures issued by the Ministry of Tourism and Sports. Despite the reduction in visits, tourism revenue increased by 5.24% year on year to 576.85 billion baht.
In April alone, 2.54 million international travellers landed in the country, a 7.6% decrease from April 2024. The popular Songkran Festival took place at this time, although altered travel trends, weather conditions, and economic concerns hampered turnout.
Malaysia surpassed China as the leading source of visitors in April, with 362,636 arrivals. China came in second with 317,213, with India, Russia, and the UK also ranking high
Despite the April decline, China remained Thailand’s greatest source of tourists in the first four months. Notably, increased spending by tourists countered the fall in volume. Travellers from Germany, the US and India contributed to the revenue spike by staying longer and spending more.
Thailand’s strategic focus on high-value tourism, such as luxury travel and wellness experiences, appears to be paying off as the industry adapts to new global trends and regional competition.
