Thailand continues to regain its position as a leading tourism hub in Asia. In 2025, the country is showing steady recovery in tourist arrivals after years of disruption caused by global crises and the pandemic.
Tourism in 2015: A Turning Point
According to Thailand’s Tourism Authority, in 2015, more than 25% of all foreign tourists came from China. The PRC overtook traditional leaders, marking a shift in regional tourism. Other top source markets included Malaysia, Japan, South Korea, Laos, India, and Singapore.
At the same time, arrivals from Russia dropped sharply — to 884,000, nearly half the number from 2014. This was due to economic crisis, ruble depreciation, and reduced charter flights.
Today: Tourism Recovery in 2025
By 2025, the tourism landscape has transformed. Thailand has not only recovered but exceeded pre-crisis levels. Preliminary data shows over 28 million foreign tourists visited in 2024.
China remains the top market, although its share has temporarily dipped due to fluctuating travel policies and strong domestic tourism. Chinese visitors remain crucial for Bangkok, Phuket, and Pattaya.
Notably, the return of Russian tourists stands out. In 2024, over 1.2 million Russians visited Thailand — a 35% increase from 2023 and nearing the peak levels of 2013–2014.
Why Are Russians Returning?
- Simplified visa policies — including 60-day visa-free entry and the Long-Term Resident (LTR) program.
- Restored air links — direct and charter flights from Moscow, St. Petersburg, Novosibirsk, Kazan, and other cities.
- Growing interest in relocation — for remote work, education, and medical care.
- Strong infrastructure — Russian-speaking services, schools, clinics, shops, and churches.
Emerging Markets
Beyond traditional sources, Thailand is attracting more tourists from:
- Middle East — especially Saudi Arabia and UAE (40% growth in 2024).
- India — 55% increase due to new direct flights.
- Digital nomads from Europe and CIS countries using the LTR visa.
Outlook for 2025–2026
Thailand’s Ministry of Tourism and Sports aims to welcome 35 million tourists by 2026. Plans include:
- Expanding visa-free access.
- Boosting eco-tourism and medical tourism.
- Developing regional destinations: Krabi, Nakhon Si Thammarat, Trang, Mukdahan.
Thailand is no longer reliant on one or two markets. Today, it’s a multinational tourism hub where everyone can find their place — from beach holidays to digital nomad life.
The return of Russian tourists isn’t just a comeback — it’s part of a new, more sustainable future for Thai tourism.
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