TAT Sees Strong Growth in European and Middle Eastern Tourist Markets Despite Entering Green Season
The Tourism Authority of Thailand (TAT) has reported promising signs of growth in key international tourist markets, particularly in Europe, the Middle East, the Americas, and Oceania, where two-digit growth has been consistently observed since the beginning of the year. TAT is now pushing forward to transform quality markets into "Million Markets" and restructure the tourism industry toward a sustainable “Value over Volume” approach.
The Tourism Authority of Thailand (TAT) has reported promising signs of growth in key international tourist markets, particularly in Europe, the Middle East, the Americas, and Oceania, where two-digit growth has been consistently observed since the beginning of the year. TAT is now pushing forward to transform quality markets into "Million Markets" and restructure the tourism industry toward a sustainable “Value over Volume” approach.
According to TAT Governor Ms. Thapanee Kiatphaibool, during the Green Season (June 1–9, 2025), international tourism showed strong growth across several markets. Notably, Malaysia has overtaken China as the top source of foreign arrivals to Thailand. Since the beginning of June, Malaysian tourist arrivals—a key market for Thailand—have increased by 13.22% compared to the same period last year.
Positive growth is also evident in high-purchasing-power European markets, which collectively grew by 13%. Tourist arrivals from Germany rose by 71%, Italy by 28%, and Switzerland by 24%. The Middle East market, which is entering its peak travel season, saw growth as high as 55%, especially from Saudi Arabia (+61%), Oman (+54%), the UAE (+51%), and Israel (+32.49%). Additionally, strong signs of growth have emerged from emerging markets like the Philippines (+24%).
Based on data from the Immigration Bureau from January 1 to June 9, 2025, Thailand recorded a total of 15,543,344 international arrivals. Large markets that continue to show high growth include India (1,042,304 visitors, +15.4%), Russia (983,579, +12.96%), the UK (531,030, +19.3%), the US (492,659, +10.2%), Germany (476,356, +11.82%), Japan (462,647, +9.94%), France (429,516, +19.27%), and Australia (350,851, +14.67%). Mid-sized high-potential markets include Israel (165,602, +74.65%), Italy (136,209, +28.45%), Canada (134,095, +7.12%), Poland (120,944, +31.07%), the Netherlands (119,992, +12.69%), and Sweden (117,434, +10.47%).
Looking ahead to Q3, TAT sees strong forward booking signals from airlines for the July–September 2025 period (Summer Slot), with projected growth across most regions: Europe (+21%), the Middle East (+25%), and Asia (+7%). Momentum is expected to continue into October–December 2025 (Winter Slot) with projected increases from Europe (+17%), the Americas (+12%), and Asia (+22%).
TAT is focusing on market relocation and balancing demand while targeting high-potential segments. For the UK market, new direct flights from London to Bangkok by Norse Atlantic Airways (2–4 weekly flights) and increased flights by TUI UK (London–Bangkok and Manchester–Bangkok twice weekly) offer opportunities. TAT will launch joint promotions with British Airways and Norse Atlantic Airways to stimulate both first-time and repeat visits.
In Germany, TAT will collaborate with major tour operators such as Der, TUI, and Condor Airlines to operate charter flights from October to December 2025, alongside celebrity fam trips targeting DINKs, Gen Z, and LGBTQ travelers. For Russia, joint promotions will be held with major tour operators that have networks in both primary and secondary cities. In France, TAT will partner with companies like Carrefour Voyages, Lastminute, and Edreams (Opodo), and participate in key travel trade events such as the Cannes Yachts Show and the Wedding & Honeymoon Fair. For the US market, TAT will launch the "2 by 4 Global Amazing Month Campaign" on Travelstride and collaborate with EVA Air on a co-op sales campaign via Expedia.
Amid changing tourism dynamics, TAT has revised its strategies to align with evolving market structures. Emphasis is being placed on balancing inbound tourism from across the globe and introducing new tourism offerings across Thailand. Special attention is given to promoting lesser-known or secondary destinations through creative campaigns and event marketing, especially during the Green Season. TAT is also focusing on attracting high-spending tourists to strengthen the market structure and drive sustainable growth under the "Value over Volume" model.
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