English Corner

Sunrise over the island of Koh Nang Yuan in Surat Thani: Thailand's tourism has grown strongly again in 2024. Image: Adobe Stock

Thailand on the fast track

Thailand is staging an impressive comeback in the tourism industry and is approaching the record figures from the time before the pandemic. With relaxed entry regulations and new target groups, the country is focusing on growth and sustainability in 2025.

In 2024, Thailand made a strong comeback in international tourism. With more than 35 million visitors, the country clearly exceeded its target of 32 million. This brings the country close to the previous record from 2019, when 39 million people travelled to Thailand.

A new record is being targeted for 2025: more than 40 million tourists are expected to visit the country, according to the Ministry of Sports and Tourism.

In 2024, most visitors came from China, which accounted for 17 per cent of the total with over six million travellers. However, it is noted that Chinese tourists spend less compared to other groups. After China, Malaysia and India are the next most important countries of origin.

More relaxed rules, diversity and luxury

Thailand is relying on relaxed visa regulations, among other things, to attract more visitors. For example, Swiss travellers will be able to stay in the country for up to 60 days without a visa from July 2024 – twice as long as before.

Another incentive for tourists could be the release of the third season of the television series The White Lotus, which was filmed in luxury Thai resorts. The country has also recently positioned itself as an LGBTQ+-friendly destination, including the recent legalisation of same-sex marriage.

With the ‘Amazing Thailand Grand Tourism and Sports Year 2025’ campaign, Thailand not only wants to increase visitor numbers, but also to focus on quality and sustainability in tourism. The goal is to generate annual revenues of 2.8 trillion baht (about 75 billion Swiss francs).

(TN)