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Tourism is aneconomic contributor toThailand. Estimates of tourism revenue directly contributing to theGDP of 12 trillionbaht range from one trillion baht (2013) 2.53 trillion baht (2016), the equivalent of 9% to 17.7% of GDP.[1][2] When including indirect travel and tourism receipts, the 2014 total is estimated to be the equivalent to 19.3% (2.3 trillion baht) of Thailand's GDP.[3]: 1
In 2023, Thailand’s tourism recovery accelerated, with international arrivals surpassing 28 million as the government expanded visa-free entry for key markets and airlines increased regional capacity.[4][5]According to the secretary-general of theOffice of the National Economic and Social Development Council in 2019, projections indicate the tourism sector will account for 30% of GDP by 2030, up from 20% in 2019, Thailand is expected to receive 80 million visitors in 2027.[6]
Tourism worldwide in 2017 accounted for 10.4% of global GDP and 313 million jobs, or 9.9% of total employment.[7]: 1 Most governments view tourism as an easy moneymaker and a shortcut to economic development. The success of tourism is measured by the number of visitors.[8]
Prior to theCOVID-19 pandemic, Thailand was ranked the world’s eighth most visited country byWorld Tourism rankings compiled by theUnited Nations World Tourism Organization. In 2019, Thailand received 39.8 million international tourists, ahead of theUnited Kingdom andGermany,[9] and received fourth-highest international tourism earnings, at US$60.5 billion. Following the COVID-19 pandemic, tourism rebounded to similar levels. In 2024, the number of international tourists was projected to be 39.8 million.[10] However, that year only attracted 35,55 million international tourists.[11]
TheTourism Authority of Thailand (TAT), astate enterprise under theMinistry of Tourism and Sports, uses the slogan "Amazing Thailand" to promote Thailand internationally.[12] In 2015, this was supplemented by a "Discover Thainess" campaign.[13]
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Among the reasons for the increase in tourism in the 1960s were the stable political atmosphere and the development of Bangkok as a crossroads of international air transport.[18] The hotel industry and retail industry both expanded rapidly due to tourist demand. It was boosted by the presence of USGIs who arrived in the 1960s forrest and recuperation (R&R) during theVietnam War.[19] During this time, international tourism was becoming the new trend as living standards increased throughout the world and travel became faster and more dependable with the introduction of new technology in the air transport sector.[20]
Tourist numbers have grown from 336,000 foreign visitors and 54,000 GIs on R&R in 1967[19] to 32.59 million foreign guests visiting Thailand in 2016.[21][22][23] The Tourism Authority of Thailand (TAT) claims that the tourist industry earned 2.52 trillion baht (US$71.4 billion) in 2016, up 11% from 2015.[21] TAT officials said their revenue estimates, for foreign and domestic tourists combined, show that tourism revenue for all of 2017 may surpass earlier forecasts of 2.77 trillion baht (US$78.5 billion).[21]
In 2015, 6.7 million people arrived fromASEAN countries and the number is expected to grow to 8.3 million in 2016, generating 245 billion baht.[24] The largest numbers of Western tourists came from Russia (6.5%), the UK (3.7%), Australia (3.4%) and the US (3.1%).[25] Around 60% of Thailand's tourists are return visitors.
In 2014, 4.6 million Chinese visitors travelled to Thailand.[25][26] In 2015, Chinese tourists numbered 7.9 million or 27% of all international tourist arrivals, 29.8 million; 8.75 million Chinese tourists visited Thailand in 2016.[27][24] In 2017, 27% of the tourists that came to Thailand came fromChina.[28] Thailand relies heavily on Chinese tourists to meet its tourism revenue target of 2.2 trillion baht in 2015 and 2.3 trillion in 2016. However, in 2020, it was reported that Chinese tourists now ranked Thailand as third most popular foreign tourist destination, having been the top previously.[29]
It is estimated that the average Chinese tourist remains in the country for one week and spends 30,000–40,000 baht (US$1,000–1,300) per person, per trip.[30] The average Chinese tourist spends 6,400 baht (US$180) per day—more than the average visitor's 5,690 baht (US$160).[24][26] According to Thailand's Tourism Authority, the number of Chinese tourists rose by 93% in the first quarter of 2013, an increase that was attributed to the popularity of the Chinese filmLost in Thailand that was filmed in the northern province ofChiang Mai. Chinese media outlets have claimed that Thailand superseded Hong Kong as the top destination for Chinese travellers during the 2013 May Day holiday.[31] In 2013, the Chinese National Tourism Administration published A Guide to Civilized Tourism which has specific statements regarding how to act as a tourist in Thailand.[32]
In 2015, Thailand hosted 1.43 million Japanese travellers, up 4.1% from 2015, generating 61.4 billion baht, up 6.3%. In 2016, Thailand expects 1.7 million Japanese tourists, generating 66.2 billion baht in revenue.[33]
TAT estimates that 1.9 million Indian tourists visited in 2019, up 22% from 2018, generating 84 billion baht in revenue, up 27%.[34]
To accommodate foreign visitors, the Thai government established a separate tourism police force with offices in the major tourist areas and its own central emergency telephone number.[35]
Since the opening of the Vietnam, Cambodia, and Laos borders in the late 1900s, competition has increased because Thailand no longer has the monopoly on tourism in Southeast Asia.[36] Destinations likeAngkor Wat,Luang Prabang andHalong Bay now rival Thailand's former monopoly inmainland Southeast Asia. To counter this, Thailand is targeting niche markets such asgolf holidays, holidayscombined with medical treatment or visits to military installations.[27] Thailand has also plans to become the hub of Buddhist tourism in the region.[37]
In 2008,Pattaya was 23rd with 4,406,300 visitors,Phuket 31st with 3,344,700 visitors, andChiang Mai ranked 78th place with 1,604,600 visitors.[38] In a list released byInstagram that identified the ten most photographed locations worldwide in 2012,Suvarnabhumi Airport andSiam Paragon shopping mall were ranked number one and two respectively, more popular than New York City'sTimes Square or Paris'sEiffel Tower.[39] In 2013, Thailand was the 10th "top tourist destination" in theworld tourism rankings with 26.5 million international arrivals.[40]: 6 In theMasterCard 2014 and 2015 Global Destination Cities Index, Bangkok ranked the second of the world's top-20 most-visited cities, trailing only London.[41][42][43] The U.S. News'2017 Best Countries report ranked Thailand at 4th globally for adventure value and 7th for cultural heritage.[44]
The Travel and Tourism Competitiveness Report 2015 published by theWorld Economic Forum ranked Thailand 35 of 141 nations. Among the metrics used to arrive at the rankings, Thailand scored high on "Natural Resources" (16 of 141 nations) and "Tourist Service Infrastructure" (21 of 141), but low on "Environmental Sustainability" (116 of 141) and "Safety and Security" (132 of 141).[45][46]
In 2016,Bangkok ranked 1st surpassingLondon andNew York City in Euromonitor International's list of "Top City Destinations" with 21 million visitors. In 2019, Bangkok ranked 1st surpassingParis and London inMastercard's list of "Global Destination Cities Index 2019" with 22.78 million visitors.Phuket was 14th with 9.89 million visitors andPattaya 15th with 9.44 million visitors.[47]
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In December 2004, theIndian Ocean tsunami had a significant impact on Thailand’s tourism industry, particularly inPhuket,Khao Lak,Krabi, and other coastal areas along theAndaman Sea.[49] Many beachfront resorts and tourism-related businesses were destroyed or damaged, and thousands of tourists were among the victims. International arrivals dropped sharply in early 2005 as safety concerns and infrastructure damage affected travel demand. However, with substantial domestic and international aid, rapid reconstruction efforts, and global media attention[50], Thailand’s tourism sector recovered quickly. By 2006, visitor numbers had returned to near pre-tsunami levels.[51]
Political unrest in Thailand has significantly affected its tourism industry, with several incidents contributing to declining visitor numbers and investor confidence.
In late 2013, violent clashes in Bangkok led to a decline in hotel bookings and cancellations of major events. The Tourism Authority of Thailand (TAT) reported reduced bookings from key markets, such as Australia, where growth expectations fell from over 10% to just 3.6%. The protests prompted travel advisories from 31 countries, with tourism income facing potential losses of 25 billion baht. The Meetings, Incentives, Conventions, and Exhibitions (MICE) sector also saw a 30% cancellation rate. Despite these challenges, the TAT maintained its tourism targets for 2013, aiming for 26.1 million arrivals and 1.18 trillion baht in revenue.[52]
The situation worsened in 2014 with escalating political turmoil, including the shutdown of Bangkok's government offices by protesters in January. This led to a further decline in tourism, with the TAT forecasting a 5% drop in arrivals for the first quarter. Ultimately, tourist arrivals for 2014 fell to 24.7 million, a 6.6% decrease from 2013, and revenues dropped by 5.8% to 1.13 trillion baht. Contributing factors included both the political crisis and the devaluation of the Russian ruble, which impacted key destinations like Phuket. However, following the end of martial law in April 2015, tourism began to rebound, with expectations of an increase in high-spending tourists from Europe and the US.[53][54][55]
A major blow occurred on August 17, 2015, when a bomb exploded at the Erawan Shrine in Bangkok, killing 22 people and injuring 123, many of whom were foreign tourists. This bombing, occurring amid the instability following the 2014 military coup, intensified negative perceptions of Thailand as a safe travel destination. The incident, alongside ongoing violence in southern Thailand linked to separatist insurgents, further disrupted tourism, with bookings falling and a general decline in confidence in the country's security. Despite recovery efforts after previous disruptions such as the coup and street protests, the bombing demonstrated the vulnerability of Thailand’s tourism to domestic unrest.[56][57]
In August 2016, a series of bombings in Hua Hin and Phuket killed four people and injured dozens, including tourists from Europe. While the bombings were suspected to be linked to local insurgents rather than international terrorism, they triggered heightened security measures and foreign travel advisories. These violent events, coupled with ongoing political tensions and police harassment against tourists, further eroded visitor confidence. As Thailand’s tourism sector relies heavily on foreign visitors, these incidents underscored the ongoing challenges facing the industry amid the broader political instability.[58][59]
| Country | 11/2025 | 2024 | 2023 | 2022 | 2021 | 2020 | 2019 | 2018 | 2017 | 2016 | 2015 | 2014 | 2013 | 2012 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
 Malaysia | 4,178,685 | 4,952,078 | 4,626,422 | 1,948,549 | 5,511 | 619,623 | 4,265,574 | 4,020,526 | 3,494,488 | 3,494,890 | 3,418,855 | 2,613,418 | 3,041,097 | 2,554,397 |
 China | 4,101,745 | 6,733,162 | 3,521,095 | 273,567 | 13,043 | 1,251,498 | 10,997,338 | 10,535,241 | 9,806,260 | 8,757,646 | 7,936,795 | 4,636,298 | 4,637,335 | 2,786,860 |
 India | 2,221,091 | 2,129,149 | 1,628,542 | 997,913 | 6,544 | 263,659 | 1,996,842 | 1,598,346 | 1,415,197 | 1,194,508 | 1,069,422 | 932,603 | 1,050,889 | 1,013,308 |
 Russia | 1,632,624 | 1,745,327 | 1,482,611 | 435,008 | 30,759 | 590,151 | 1,483,337 | 1,472,789 | 1,346,338 | 1,090,083 | 884,136 | 1,606,430 | 1,746,565 | 1,316,564 |
 South Korea | 1,404,666 | 1,868,945 | 1,660,042 | 538,766 | 12,077 | 262,017 | 1,890,973 | 1,796,426 | 1,709,265 | 1,464,200 | 1,373,045 | 1,122,566 | 1,295,342 | 1,163,619 |
 Japan | 985,612 | 1,050,904 | 805,768 | 290,146 | 9,461 | 322,677 | 1,806,438 | 1,656,101 | 1,544,442 | 1,439,510 | 1,381,702 | 1,267,886 | 1,536,425 | 1,373,716 |
 United States | 953,001 | 1,030,733 | 930,206 | 453,678 | 37,880 | 212,669 | 1,165,950 | 1,122,270 | 1,056,423 | 975,643 | 867,505 | 763,520 | 823,486 | 768,638 |
 United Kingdom | 944,883 | 965,862 | 817,220 | 444,432 | 38,663 | 223,087 | 992,574 | 986,854 | 994,755 | 1,004,345 | 947,568 | 907,877 | 905,024 | 873,053 |
 Taiwan | 901,374 | 1,089,910 | 724,594 | 94,834 | 1,675 | 117,511 | 790,039 | 687,748 | 573,077 | 522,273 | 552,699 | 394,149 | 502,176 | 394,225 |
 Singapore | 852,646 | 1,009,640 | 1,027,424 | 614,627 | 5,931 | 126,771 | 1,059,484 | 1,069,867 | 1,032,647 | 967,550 | 938,385 | 844,133 | 955,468 | 831,215 |
 Germany | 844,997 | 873,364 | 729,163 | 365,030 | 45,874 | 231,782 | 852,481 | 886,523 | 850,139 | 837,885 | 761,819 | 715,240 | 73 7,658 | 682,419 |
 Laos | 805,554 | 1,124,202 | 919,401 | 502,124 | 733 | 380,207 | 1,854,792 | 1,664,630 | 1,682,087 | 1,388,020 | 1,220,522 | 1,053,983 | 976,639 | 975,999 |
 France | 727,578 | 720,806 | 545,003 | 268,587 | 23,461 | 237,317 | 745,346 | 749,556 | 740,190 | 738,878 | 681,114 | 635,073 | 611,582 | 576,106 |
 Australia | 724,825 | 775,010 | 687,745 | 336,688 | 9,577 | 123,827 | 767,291 | 801,203 | 817,218 | 796,370 | 807,450 | 831,854 | 900,460 | 930,241 |
 Indonesia | 718,223 | 876,610 | 762,118 | 235,632 | 2,577 | 99,530 | 710,494 | 644,709 | 576,110 | 534,797 | 469,125 | 497,592 | 594,251 | 447,820 |
 Philippines | 638,710 | 598,124 | 461,251 | 178,021 | 4,078 | 72,762 | 506,430 | 432,237 | 381,252 | 339,150 | 310,968 | 304,813 | 321,571 | 289,566 |
 Vietnam | 614,855 | 984,248 | 1,033,688 | 468,393 | 1,794 | 132,127 | 1,048,181 | 1,028,150 | 935,179 | 830,220 | 751,162 | 559,415 | 725,057 | 618,670 |
 Myanmar | 611,616 | 546,629 | 394,134 | 193,778 | 7,256 | 55,279 | 378,232 | 368,188 | 365,606 | 341,626 | 259,678 | 206,794 | 172,383 | 129,385 |
 Hong Kong | 577,426 | 876,076 | 802,368 | 162,240 | 1,657 | 124,518 | 1,045,361 | 1,015,749 | 821,064 | 751,264 | 669,617 | 483,131 | 588,335 | 473,666 |
 Israel | 369,887 | 281,803 | 217,084 | 146,293 | 14,038 | 29,444 | 195,856 | 188,788 | 173,673 | 161,579 | 141,031 | 138,778 | 134,874 | 129,551 |
 Italy | 263,857 | 267,474 | 191,983 | 85,254 | 5,322 | 60,602 | 272,374 | 279,905 | 264,524 | 265,597 | 246,094 | 219,875 | 207,192 | 200,703 |
 Netherlands | 254,727 | 261,467 | 229,539 | 116,354 | 8,539 | 52,402 | 241,608 | 236,265 | 222,409 | 235,762 | 221,619 | 211,524 | 218,765 | 208,122 |
 Cambodia | 251,007 | 553,060 | 583,708 | 379,665 | 4,914 | 165,027 | 910,696 | 948,824 | 840,871 | 674,975 | 537,950 | 550,339 | 481,595 | 423,642 |
 Canada | 231,665 | 251,336 | 214,264 | 90,608 | 6,440 | 58,499 | 273,214 | 276,094 | 258,494 | 244,869 | 227,601 | 211,059 | 229,897 | 219,354 |
 Saudi Arabia | 200,387 | 228,032 | 178,113 | 96,389 | 467 | 4,227 | 30,006 | 28,337 | 33,531 | 24,834 | 19,168 | 12,860 | 21,452 | 17,084 |
 Spain | 198,788 | 207,710 | 153,458 | 87,400 | 3,514 | 25,904 | 188,997 | 181,880 | 179,584 | 168,900 | 150,995 | 116,983 | 123,084 | 113,141 |
 Poland | 196,786 | 180,722 | 121,700 | 49,469 | ||||||||||
 Sweden | 177,496 | 212,523 | 178,259 | 97,378 | 17,094 | 111,994 | 287,341 | 311,949 | 323,736 | 332,895 | 321,690 | 324,865 | 341,398 | 364,681 |
 Switzerland | 166,748 | 184,046 | 156,337 | 81,180 | 11,429 | 52,361 | 192,130 | 207,471 | 209,528 | 209,057 | 206,480 | 201,271 | 199,923 | 191,147 |
 United Arab Emirates | 155,905 | 169,927 | 138,934 | 65,857 | 4,061 | 7,492 | 130,158 | 128,270 | 137,218 | 130,941 | 124,719 | 117,907 | 123,926 | 113,547 |
 Kazakhstan | 144,670 | 195,089 | 172,489 | 59,468 | ||||||||||
 Denmark | 130,106 | 138,278 | 115,224 | 64,249 | 8,480 | 66,848 | 162,456 | 169,373 | 161,920 | 165,581 | 159,435 | 160,977 | 163,186 | 167,499 |
 Bangladesh | 127,913 | 142,268 | 140,657 | 81,106 | 1,955 | 21,838 | 136,677 | 129,574 | 121,765 | 100,263 | 107,394 | 88,134 | 82,418 | 72,657 |
 Turkey | 113,470 | 92,116 | 69,108 | 27,128 | ||||||||||
 Oman | 113,433 | 103,317 | 86,488 | 35,204 | ||||||||||
 Belgium | 108,920 | 108,046 | 85,512 | 48,684 | 5,386 | 26,394 | 114,669 | 114,270 | 112,266 | 111,013 | 106,090 | 99,729 | 101,109 | 94,896 |
 Norway | 101,633 | 109,731 | 83,952 | 46,521 | 5,763 | 39,778 | 127,992 | 128,841 | 127,850 | 131,039 | 135,382 | 145,207 | 154,049 | 148,796 |
 Austria | 98,054 | 107,074 | 88,706 | 42,683 | 5,486 | 36,381 | 111,428 | 116,656 | 104,784 | 100,373 | 97,869 | 100,968 | 106,278 | 94,667 |
 New Zealand | 90,599 | 96,733 | 85,897 | 35,900 | 1,151 | 15,709 | 112,680 | 116,726 | 117,962 | 111,595 | 112,411 | 108,081 | 118,395 | 113,871 |
 Sri Lanka | 88,292 | 60,372 | 33,893 | 12,734 | 576 | 8,155 | ||||||||
| Total | 29,603,881 | 35,545,714 | 28,150,016 | 11,153,026 | 427,869 | 6,725,193 | 39,916,251 | 38,178,194 | 35,591,978 | 32,529,588 | 29,923,185 | 24,809,683 | 26,546,725 | 22,353,903 |
| Year | Arrivals | % change |
|---|---|---|
| 2025 | 32,974,321 |  7.23% |
| 2024 | 35,545,714 |  26.27%[17] |
| 2023 | 28,042,131 | 151%[16] |
| 2022 | 11,153,026 | 1261%[15] |
| 2021 | 819,429 | 93.61%[15] |
| 2020 | 6,702,396 | 83.21%[63] |
| 2019 | 39,797,406 | 4.24%[64] |
| 2018 | 38,277,300 | 7.54% |
| 2017 | 35,381,210 | 8.57% |
| 2016 | 32,588,303 | 8.91%[65] |
| 2015 | 29,881,091 | 20.44% |
| 2014 | 24,809,683 | 6.54% |
| 2013 | 26,546,725 | 18.77% |
| 2012 | 22,353,903 | 15.98% |
| 2011 | 19,230,470 | 20.67% |
| 2010 | 15,936,400 | 12.63% |
| 2009 | 14,149,841 | 2.98% |
| 2008 | 14,584,220 | 0.83% |
| 2007 | 14,464,228 | 4.65% |
| 2006 | 13,821,802 | 20.01% |
| 2005 | 11,516,936 |  n/a |
In their justifications for constructing a new coal-fired power plant inKrabi Province (2015), theElectricity Generating Authority of Thailand (EGAT) presumes that by 2032 Thailand will receive more than 100 million tourists a year, 40% of them visiting Phuket and neighbouring areas such as Krabi. On average, the power consumption of a tourist is four times higher than that of a local resident.[66]
In 2015 some segments of Thailand's hospitality industry enjoyed their best year in over two decades, according to research firm STR Global. Thailand closed the year with an overall hotel occupancy of 73.4%, an increase of 13.6% over 2014, as arrivals rose to near the 30 million mark, driven by demand from the Chinese market. December 2015 was a particularly strong month as occupancy levels reached 77.4%, the highest level since 1995.[67]
Despite the increasing number of tourist arrivals, some businesses catering to the tourist trade report declining numbers. Sompoch Sukkaew, chief legal counsel of the Patong Entertainment Business Association (PEBA) in Phuket, said in January 2016 that entertainment businesses are suffering. "Over the past three years, most bars were averaging about B90,000 revenue per day at this time of year,...now they're making just B40,000. Small bars...used to average B40,000 to B50,000 a day, now they're down to just B10,000 per day....PEBA members generated about B1.5 million per day during the peak season. Now it's down to about B540,000 per day." PEBA members number 500 in Patong, with about 200 businesses in the Bangla Road entertainment area. PEBA President Weerawit Kuresombat attributed the decline to the rise in Chinese tourism. "...most of them [Chinese tourists] come on complete tour packages....This means they spend very little on extras....They rarely venture out for the nightlife or even visit independent restaurants. They just don't spend much", he said.[68]
The Thai government expects revenue from foreign tourists to increase by 8.5% to 1.78 trillion baht (US$49.8 billion) in 2017. Deputy Prime Minister Thanasak Patimaprakorn attributed the increase to the improving outlook for global tourism as well as Thailand's investments in infrastructure. In 2016, Thailand had 32.6 million visitors, a rise of nearly nine percent from 2015. In 2017 the number of tourists visiting Thailand exceeded 35 million.[69] Thanasak expects daily tourist spending to increase to 5,200 baht per person in 2017, up from 5,100 baht in 2016.[65] Local tourists are expected to contribute an additional 950 billion baht in tourism revenues in 2017.[70]
According to the Ministry of Tourism and Sports (MOTS, Citation2021a) and the National Statistical Office of Thailand (Citation2016), the number of international tourists that visited Thailand climbed significantly from 9.51 million in 2000 to 39.92 million in 2019. Meanwhile, inbound tourism revenue climbed gradually from USD 9,500 million to USD 63,727 million, representing an almost 700% rise.[71]
Since theVietnam War, Thailand has gained an international reputation among travellers from many countries as asex tourism destination.[72][73]
Havocscope said that about US$6.4 billion in annual revenue was being generated by prostitution, a figure which accounted for 1.6 percent of Thailand's GDP.[74]
Kobkarn Wattanavrangkul, named Thailand's first female tourism minister in 2014, has pledged to eradicateThailand's sex industry. "We want Thailand to be about quality tourism. We want the sex industry gone," Ms Kobkarn toldReuters. "Tourists don't come to Thailand for sex. They come here for our beautiful culture." She has named Pattaya, with its thousands of bars, brothels, andmassage parlours, her "pilot project" in the cleanup campaign.[75] Kobkarn was replaced as tourism minister in November 2017.[76]
On 21 February 2017, Prime Minister GenPrayut Chan-o-cha announced that he will order the police to dismantlePattaya's sex industry. "I don't support prostitution", said Prayut.[77]
As of 2019[update], with 64 accredited hospitals, Thailand is currently among the top 10 medical tourism destinations in the world. In 2017, Thailand registered 3.3 million visits by foreigners seeking specialised medical treatment. In 2018, this number grew to 3.5 million.[78][79] As of 2019[update] Thai medical centres are serving increasing numbers of Chinese medical tourists in tandem with increasing overall Chinese tourism.[80] All numbers reported by the government must be viewed with some skepticism according to the authors of a 2010 study.[which?] The Thai government reported that in 2006, 1.2 million medical tourists were treated in Thailand. But the 2010 study of five private hospitals that serve more than 60% of foreign medical tourists concluded that there were 167,000 medical tourists in Thailand in 2010, far below the government estimate. Most came for minor elective(cosmetic) surgery.[79]
The governor of theTourism Authority of Thailand (TAT), said the agency aims to increase income from the gastronomy business from 20% of total tourism income forecasted for 2017 to 25% in 2018. In 2017, TAT aims for 2.77 trillion baht in tourism revenue, 20% of which is projected to come from gastronomy. In 2018, tourism revenue is expected to climb to three trillion baht, with gastronomy accounting for 750 billion baht. Thailand's 103,000street food vendors alone generated 270 billion baht in revenues in 2017.Suvit Maesincee,Minister of Higher Education, Science, Research and Innovation, expects the Thai street food segment to grow by six to seven percent annually.[81]
TAT, in early-2017, approved a budget of 144 million baht to commission theMichelin Guide to rate restaurants in Thailand for the five-year period 2017–2021. The first guide,Michelin Guide to Bangkok, was released on 6 December 2017. It bestowed Michelin stars on 17 Bangkok restaurants, ten of which do not serve Thai food.[82] Guides to other cities will follow.
In 2016, gastronomy was Thailand's fourth-largesttranche (20%) of tourism income, after accommodation (29%), transport (27%), and shopping and souvenirs (24%). TAT estimates that Chinese tourists spent 83.3 billion baht on food in Thailand in 2016, followed by Russians at 20.8 billion baht, Britons at 18.4 billion baht, Malaysians at 16.1 billion baht, and Americans at 13.9 billion baht.[83]
Elephanttrekking has been an attraction for tourists inThailand for decades. Ever since logging inThailand was banned in 1989, elephants were brought into camps to put on shows for tourists and to give them rides. The majority of these elephants once used to work in thelogging industry. After the government banned logging,[84] manymahouts were then unable to care for their elephants and left them in the wild. After tourism in the country rose, elephants came back into demand. The tourism boom gave elephants a place to work and be cared for. Today there are an estimated 3,500 to 4,000 domesticated elephants in the country.[85]
However, concerns were raised regarding their welfare. Elephants can sustain injuries related to giving rides, or going on treks, with tourists. The elephant's spine is curved and not optimised to carry heavy loads—the weight of two or more tourists at a time. The chairs or benches often used for the tourists to sit on upon it can also cause abrasions and chafing on its back, sides, and torso. During treks mahouts control the elephants with hooks and can use excessive force, resulting in puncture wounds.[85] Common training practices include being chained, cut, stabbed, burned and hit to varying degrees. Inexperienced mahouts are more likely to further harm their elephants and beat them into submission.[85] Hooks are the common tool used to discipline and guide an elephant during treks.[84]
Muay Thai is the national sport of Thailand, and a trip to a stadium to witness the 'science of the eight limbs' is an essential experience for many tourists.[86] Studying Muay Thai is a main activity for Thai sport tourism, which the government promotes.[87]
In 2016, there were 11,219 British people, 6,800 Australians, and 5,852 French nationals who visited Thailand to take lessons in the classical martial art. Thirty-eight percent of all people signing up for Muay Thai classes chose Phuket as their study destination, 28% chose Bangkok, and 16% chose Surat Thani.[88]
TheTourism Authority of Thailand (TAT) has been actively leading the country's sustainable tourism efforts, focusing on innovation, sustainability, and digital transformation. At ITBBerlin 2025, TAT showcased its Carbon Neutral and Net Zero Tourism projects in partnership with the Ministry of Higher Education and the Thailand Science Research and Innovation Promotion Fund.[89] These initiatives, spanning all 77 provinces, aim to reduce the tourism sector’s carbon footprint and promote eco-friendly travel. TAT also integrates Thailand’s Soft Power, includinggastronomy and cultural heritage, to enhance both sustainability and economic value. In recognition of these efforts, Nan Old Town andChiang Khan received awards for sustainable tourism at ITB Berlin 2025.[89] Following the event, TAT plans to expand its initiatives globally as part of Thailand's "Amazing Thailand Grand Tourism & Sports Year 2025" vision, which seeks to further boost international tourism and support sustainable practices across the sector.[90]
TAT has also forged international partnerships to promote sustainable tourism globally. In March 2024, TAT collaborated with U.S.-based non-profit Tourism Cares, launching the “Tourism Cares Meaningful Travel FAM with Thailand,” which introduced 14 tourism representatives to Thailand’s sustainable practices inBangkok andKrabi. This initiative aims to expand U.S. awareness of Thailand’s sustainable tourism, including the Tourism Cares Meaningful Travel Map of Thailand, which highlights eco-friendly organizations. The partnership follows Thailand’s post-COVID tourism recovery, which saw a 112% increase in U.S. visitors in 2023. Additionally, TAT partnered with dnata Travel Group in May 2024 to promote niche tourism markets inGulf Cooperation Council (GCC) countries, including luxury and wellness tourism.[91] This collaboration focuses on attracting high-value tourists and promoting Thailand as a "Quality Leisure Destination."[92][93]
