Foreign Tourist Arrivals in Thailand Fall for the First Time in 10 Years

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Thailand saw a decline in both foreign tourist arrivals and tourism revenues for the first time in a decade in 2025, writes Bloomberg. The country welcomed 33 million visitors, down 7.2% compared to 2024. The downturn was driven by high-profile security incidents, natural disasters, and growing domestic political tensions. Authorities expect the sector to return to previous levels in 2026.

Actor Abduction

Chinese tourists began canceling trips to Thailand after the abduction of an actor. Wang Xing arrived in Thailand in early 2025 after being invited for filming, but soon disappeared near the border town of Mae Sot, NDTV.com reports. It later emerged that he had received the job offer via WeChat.

The actor was taken to Myanmar and forced to undergo “training” to take part in phone and online scam operations. Around 50 people were held at the facility and were also coerced into defrauding others. The case gained widespread attention after Wang Xing’s girlfriend posted about his disappearance on Chinese social media. The post quickly went viral and drew the attention of authorities. A few days later, the actor was found and rescued, but many tourists from China began to view trips to Thailand as risky.

Earthquake and Its Impact

On March 28, 2025, the region was hit by a magnitude 7.7 earthquake, the strongest in decades. The epicenter was located in Myanmar, where the death toll exceeded 2,700, but the effects were also felt in Thailand. In Bangkok, a 30-story building under construction collapsed, killing at least 15 workers and trapping more than 70 people under the rubble. After the disaster, authorities launched a large-scale review of the construction sector and announced a revision of policies on development, foreign contractors, and real estate regulation.

Among the suspected violations was the use of substandard steel produced by Xin Ke Yuan Steel Co., whose factory had been shut down in December 2024. Schemes involving tender participation through Thai nominee shareholders and delays in the implementation of several infrastructure projects also came under investigation.

Actor Abduction

Chinese tourists began cancelling trips to Thailand after the abduction of an actor. Wang Xing arrived in Thailand in early 2025 after being invited for filming, but soon disappeared near the border town of Mae Sot, NDTV.com reports. It later emerged that he had received the job offer via WeChat.

The actor was taken to Myanmar and forced to undergo “training” to take part in phone and online scam operations. Around 50 people were held at the facility and were also coerced into defrauding others. The case gained widespread attention after Wang Xing’s girlfriend posted about his disappearance on Chinese social media. The post quickly went viral and drew the attention of authorities. A few days later, the actor was found and rescued, but many tourists from China began to view trips to Thailand as risky.

Earthquake and Its Impact

On March 28, 2025, the region was hit by a magnitude 7.7 earthquake, the strongest in decades. The epicentre was located in Myanmar, where the death toll exceeded 2,700, but the effects were also felt in Thailand. In Bangkok, a 30-storey building under construction collapsed, killing at least 15 workers and trapping more than 70 people under the rubble. After the disaster, authorities launched a large-scale review of the construction sector and announced a revision of policies on development, foreign contractors and real estate regulation.

Among the suspected violations was the use of substandard steel produced by Xin Ke Yuan Steel Co., whose factory had been shut down in December 2024. Schemes involving tender participation through Thai nominee shareholders and delays in the implementation of several infrastructure projects also came under investigation.

Conflict with Cambodia

Armed clashes periodically erupt between Thailand and Cambodia amid a territorial dispute along their shared border. In July 2025, fighting lasted for about five days. A ceasefire was declared with international mediation, but it expired on December 7. Over the following days, hostilities spread to several border areas, including the Thai provinces of Ubon Ratchathani and Sisaket. Dozens of people were killed and more than a hundred injured. Thousands of residents were evacuated, and some settlements remain closed due to ongoing instability.

At the end of December 2025, Thailand and Cambodia signed a new ceasefire agreement with the participation of China and other mediators. The deal provided for troop withdrawals, a halt to shelling and the return of displaced civilians. However, in early January the sides again exchanged accusations of ceasefire violations. In January 2026, the truce formally remains in place, but Cambodia claims that Thai troops are still present in civilian areas. Along the border, heightened military activity continues, diplomatic contacts are ongoing, yet no sustainable de-escalation has been achieved.

Flooding in Southern Thailand

In late November 2025, prolonged monsoon rains caused severe flooding in several provinces, including Songkhla, Nakhon Si Thammarat, Phatthalung, Trang, Satun, Pattani and Yala. Water levels in some areas reached several metres, submerging residential neighbourhoods, roads and farmland, and forcing tens of thousands of residents to evacuate.

According to official data, more than 80 people were killed, and the total number of those affected exceeded three million. Around one million households were impacted, making the floods one of the largest natural disasters in southern Thailand in recent years.

By early December, water levels began to gradually recede, but recovery efforts are still ongoing. Authorities are clearing affected areas, restoring roads and utilities, and paying compensation to those affected. In some districts, the risk of renewed flooding remains due to unstable weather conditions.

Change of Government and Tourism Statistics

The tourism sector was also affected by a political crisis. The trigger was the publication of a recording of a phone call between Prime Minister Paetongtarn Shinawatra and former Cambodian leader Hun Sen. After that, one of the key parties left the ruling coalition, and the cabinet lost its parliamentary majority. In August, the Constitutional Court removed Shinawatra from office, and in September parliament formed a new government.

As a result of these factors, international arrivals fell by 7.2% compared with 2024, to 33 million. Revenues from foreign visitors declined by 4.7% to 1.5 trillion baht, or about $47.6 billion, while total tourism income including domestic travel fell by 1.3% to 2.7 trillion baht ($85.7 billion). The largest number of visitors came from Malaysia — 4.5 million. China ranked second with 4.47 million, followed by India with 2.5 million. Russia came next with 1.9 million, and South Korea with 1.6 million. The head of the Tourism Authority of Thailand, Thapanee Kiatphaibool, expects the kingdom to receive 36.7 million foreign tourists in 2026. More than 70% of international arrivals are expected to come from short-haul markets. Chinese arrivals are projected at 6.7 million, matching the 2024 level.

Analysts at International Investment note that Thailand retains strong potential as one of the key tourist destinations in the region, but the sector’s resilience increasingly depends on the government’s ability to manage systemic risks. An additional source of uncertainty may be the introduction of a tourist tax, which could affect demand from price-sensitive segments. Under these conditions, the recovery of tourist flows will be driven less by marketing measures and more by overall stability and the quality of crisis management.