The nation’s vital tourism sector accounts for almost 20% of its GDP but has struggled in the wake of the COVID-19 pandemic and changing traveller habits.

More than 35 million visitors visited the kingdom in 2024, around four million shy of its pre-pandemic high in 2019, according to the Ministry of Sports and Tourism.

China has reclaimed its position as the top source of visitors in Thailand – after seeing a decline post-pandemic – with more than six million visitors last year, followed by Malaysia and India.

The kingdom – known for its pristine beaches and iconic temples – generated more than 1.6 trillion baht (US$46 billion) from tourist spending in 2024, according to tourism minister Sorawong Thienthong.

The Thai government under former prime minister Srettha Thavisin introduced a number of measures to attract foreign visitors, including a free visa programme for Chinese and Indian tourists.

After exceeding its target of 35 million tourists in 2024, the government has set a target of 39 million visitors in 2025.

The World Bank has estimated that the country will exceed its pre-pandemic level in 2025, but tourists are spending less than they did before.