Tourism in Thailand

In 2023, Thailand’s tourism recovery accelerated, with international arrivals surpassing 28 million as the government expanded visa-free entry for key markets and airlines increased regional capacity. According to the secretary-general of the Office of the National Economic and Social Development Council in 2019, projections indicate the tourism sector will account for 30% of GDP by 2030, up from 20% in 2019, Thailand is expected to receive 80 million visitors in 2027.

Tourism worldwide in 2017 accounted for 10.4% of global GDP and 313 million jobs, or 9.9% of total employment. Most governments view tourism as an easy moneymaker and a shortcut to economic development. The success of tourism is measured by the number of visitors.

Prior to the COVID-19 pandemic, Thailand was ranked the world’s eighth most visited country by World Tourism rankings compiled by the United Nations World Tourism Organization. In 2019, Thailand received 39.8 million international tourists, ahead of the United Kingdom and Germany, and received fourth-highest international tourism earnings, at US$60.5 billion. Following the COVID-19 pandemic, tourism rebounded to similar levels. In 2024, the number of international tourists was projected to be 39.8 million. However, that year only attracted 35.55 million international tourists.

The Tourism Authority of Thailand (TAT), a state enterprise under the Ministry of Tourism and Sports, uses the slogan "Amazing Thailand" to promote Thailand internationally. In 2015, this was supplemented by a "Discover Thainess" campaign.

Overview

Among the reasons for the increase in tourism in the 1960s were the stable political atmosphere and the development of Bangkok as a crossroads of international air transport. The hotel industry and retail industry both expanded rapidly due to tourist demand. It was boosted by the presence of US GIs who arrived in the 1960s for rest and recuperation (R&R) during the Vietnam War. During this time, international tourism was becoming the new trend as living standards increased throughout the world and travel became faster and more dependable with the introduction of new technology in the air transport sector.

Tourist numbers have grown from 336,000 foreign visitors and 54,000 GIs on R&R in 1967 to 32.59 million foreign guests visiting Thailand in 2016. The Tourism Authority of Thailand (TAT) claims that the tourist industry earned 2.52 trillion baht (US$71.4 billion) in 2016, up 11% from 2015. TAT officials said their revenue estimates, for foreign and domestic tourists combined, show that tourism revenue for all of 2017 may surpass earlier forecasts of 2.77 trillion baht (US$78.5 billion).

In 2015, 6.7 million people arrived from ASEAN countries and the number is expected to grow to 8.3 million in 2016, generating 245 billion baht. The largest numbers of Western tourists came from Russia (6.5%), the UK (3.7%), Australia (3.4%) and the US (3.1%). Around 60% of Thailand's tourists are return visitors.

In 2014, 4.6 million Chinese visitors travelled to Thailand. In 2015, Chinese tourists numbered 7.9 million or 27% of all international tourist arrivals, 29.8 million; 8.75 million Chinese tourists visited Thailand in 2016. In 2017, 27% of the tourists that came to Thailand came from China. Thailand relies heavily on Chinese tourists to meet its tourism revenue target of 2.2 trillion baht in 2015 and 2.3 trillion in 2016. However, in 2020, it was reported that Chinese tourists now ranked Thailand as third most popular foreign tourist destination, having been the top previously.

It is estimated that the average Chinese tourist remains in the country for one week and spends 30,000–40,000 baht (US$1,000–1,300) per person, per trip. The average Chinese tourist spends 6,400 baht (US$180) per day—more than the average visitor's 5,690 baht (US$160). According to Thailand's Tourism Authority, the number of Chinese tourists rose by 93% in the first quarter of 2013, an increase that was attributed to the popularity of the Chinese film Lost in Thailand that was filmed in the northern province of Chiang Mai. Chinese media outlets have claimed that Thailand superseded Hong Kong as the top destination for Chinese travellers during the 2013 May Day holiday. In 2013, the Chinese National Tourism Administration published A Guide to Civilized Tourism which has specific statements regarding how to act as a tourist in Thailand.

In 2015, Thailand hosted 1.43 million Japanese travellers, up 4.1% from 2015, generating 61.4 billion baht, up 6.3%. In 2016, Thailand expects 1.7 million Japanese tourists, generating 66.2 billion baht in revenue.

TAT estimates that 1.9 million Indian tourists visited in 2019, up 22% from 2018, generating 84 billion baht in revenue, up 27%.

To accommodate foreign visitors, the Thai government established a separate tourism police force with offices in the major tourist areas and its own central emergency telephone number.

Since the opening of the Vietnam, Cambodia, and Laos borders in the late 1900s, competition has increased because Thailand no longer has the monopoly on tourism in Southeast Asia. Destinations like Angkor Wat, Luang Prabang and Halong Bay now rival Thailand's former monopoly in mainland Southeast Asia. To counter this, Thailand is targeting niche markets such as golf holidays, holidays combined with medical treatment or visits to military installations. Thailand also plans to become the hub of Buddhist tourism in the region.

International rankings

In 2008, Pattaya was 23rd with 4,406,300 visitors, Phuket 31st with 3,344,700 visitors, and Chiang Mai ranked 78th place with 1,604,600 visitors. In a list released by Instagram that identified the ten most photographed locations worldwide in 2012, Suvarnabhumi Airport and Siam Paragon shopping mall were ranked number one and two respectively, more popular than New York City's Times Square or Paris's Eiffel Tower. In 2013, Thailand was the 10th "top tourist destination" in the world tourism rankings with 26.5 million international arrivals. In the MasterCard 2014 and 2015 Global Destination Cities Index, Bangkok ranked the second of the world's top-20 most-visited cities, trailing only London. The U.S. News' 2017 Best Countries report ranked Thailand at 4th globally for adventure value and 7th for cultural heritage.

The Travel and Tourism Competitiveness Report 2015 published by the World Economic Forum ranked Thailand 35 of 141 nations. Among the metrics used to arrive at the rankings, Thailand scored high on "Natural Resources" (16 of 141 nations) and "Tourist Service Infrastructure" (21 of 141), but low on "Environmental Sustainability" (116 of 141) and "Safety and Security" (132 of 141).

In 2016, Bangkok ranked 1st surpassing London and New York City in Euromonitor International's list of "Top City Destinations" with 21 million visitors. In 2019, Bangkok ranked 1st surpassing Paris and London in Mastercard's list of "Global Destination Cities Index 2019" with 22.78 million visitors. Phuket was 14th with 9.89 million visitors and Pattaya 15th with 9.44 million visitors.

Global Destination Cities Index 2019

Impact of the 2004 tsunami

In December 2004, the Indian Ocean tsunami had a significant impact on Thailand’s tourism industry, particularly in Phuket, Khao Lak, Krabi, and other coastal areas along the Andaman Sea. Many beachfront resorts and tourism-related businesses were destroyed or damaged, and thousands of tourists were among the victims. International arrivals dropped sharply in early 2005 as safety concerns and infrastructure damage affected travel demand. However, with substantial domestic and international aid, rapid reconstruction efforts, and global media attention, Thailand’s tourism sector recovered quickly. By 2006, visitor numbers had returned to near pre-tsunami levels.

Impact of political unrest

Political unrest in Thailand has significantly affected its tourism industry, with several incidents contributing to declining visitor numbers and investor confidence. In 2010, the Redshirt protests caused the blocking and shutdown of various malls and streets in central Bangkok, causing tourists to reconsider their travel to Bangkok, with an economic cost of millions of dollars per day.

In late 2013, violent clashes in Bangkok led to a decline in hotel bookings and cancellations of major events. The Tourism Authority of Thailand (TAT) reported reduced bookings from key markets, such as Australia, where growth expectations fell from over 10% to just 3.6%. The protests prompted travel advisories from 31 countries, with tourism income facing potential losses of 25 billion baht. The Meetings, Incentives, Conventions, and Exhibitions (MICE) sector also saw a 30% cancellation rate. Despite these challenges, the TAT maintained its tourism targets for 2013, aiming for 26.1 million arrivals and 1.18 trillion baht in revenue.

The situation worsened in 2014 with escalating political turmoil, including the shutdown of Bangkok's government offices by protesters in January. This led to a further decline in tourism, with the TAT forecasting a 5% drop in arrivals for the first quarter. Ultimately, tourist arrivals for 2014 fell to 24.7 million, a 6.6% decrease from 2013, and revenues dropped by 5.8% to 1.13 trillion baht. Contributing factors included both the political crisis and the devaluation of the Russian ruble, which impacted destinations like Phuket. However, following the end of martial law in April 2015, tourism began to rebound, with expectations of an increase in high-spending tourists from Europe and the US.

On August 17, 2015, a bomb exploded at the Erawan Shrine in Bangkok, killing 22 people and injuring 123, many of whom were foreign tourists. This bombing, occurring amid the instability following the 2014 military coup, intensified negative perceptions of Thailand as a safe travel destination. The incident, alongside ongoing violence in southern Thailand linked to separatist insurgents, further disrupted tourism, with bookings falling and a general decline in confidence in the country's security. Despite recovery efforts after previous disruptions such as the coup and street protests, the bombing demonstrated the vulnerability of Thailand’s tourism to domestic unrest.

In August 2016, a series of bombings in Hua Hin and Phuket killed four people and injured dozens, including tourists from Europe. While the bombings were suspected to be linked to local insurgents rather than international terrorism, they triggered heightened security measures and foreign travel advisories. These violent events, coupled with ongoing political tensions and police harassment against tourists, further eroded visitor confidence. As Thailand’s tourism sector relies heavily on foreign visitors, these incidents underscored the ongoing challenges facing the industry amid the broader political instability.