European Tourism to Thailand Continues to Grow Steadily Amid Geopolitical Uncertainties

Strategic Insights -

European tourism to Thailand has continued to show resilience despite geopolitical uncertainties, with European arrivals reaching 5.48 million between January 1 and September 14, 2025, a 14% increase year-on-year. Tourism revenue has also risen at a similar rate, with long-haul travellers spending an average of 64,000 baht per trip. Major European markets continue to perform well, with Germany, France, the United Kingdom, and Russia showing significant growth. Thailand's Tourism Authority of Thailand (TAT) aims to push several markets past the one-million-visitor mark, including Russia, projected at 2 million arrivals, and the UK, Germany, and France, each targeted at 1 million arrivals. The total European market goal is 8.45 million visitors in 2025, with over 70% already achieved.

Key Takeaways:

  • European arrivals to Thailand reached 5.48 million between January 1 and September 14, 2025, a 14% increase year-on-year.
  • Tourism revenue rose at a similar rate, with long-haul travellers spending an average of 64,000 baht per trip.
  • Major European markets continued to perform well, with Germany, France, the United Kingdom, and Russia showing significant growth.
  • Thailand's Tourism Authority of Thailand (TAT) aims to push several markets past the one-million-visitor mark, including Russia, projected at 2 million arrivals, and the UK, Germany, and France, each targeted at 1 million arrivals.
  • The total European market goal is 8.45 million visitors in 2025, with over 70% already achieved.
  • TAT's strategy centres on 'Airline Focus' partnerships, promoting joint marketing campaigns with carriers to boost both scheduled and charter flights to Thailand.
  • Major carriers plan to expand operations to Thailand, including British Airways' upgraded seasonal service, Norse Atlantic Airways' new routes from London, Manchester, and Oslo to Bangkok, and Air France's expansion to Phuket.
  • Chartered flights from Poland, Czechia, and Slovakia added 7,000 extra seats and extended services until April 2026, covering the Songkran holiday season.
  • Eastern European charter flights to Thailand now total around 70,000 seats, representing a 35% increase to Bangkok and 48% to Phuket.
  • Southern European markets, including Spain, Italy, and Israel, are expected to reach one million visitors in 2025, driven by rising numbers from these countries.
  • Turkey is emerging as one of the fastest-growing markets, up 23% in the first eight months of 2025, with 90% load factor on Turkish Airlines' flights to Bangkok and Phuket.
  • TAT targets 120,000 Turkish visitors by the end of 2025, focusing on the high-end segment.
  • The agency also aims to promote niche segments such as sports tourism, LGBT marketing, and digital nomadism, positioning Thailand as a friendly destination for these groups.

Statistics:

  • 5.48 million European arrivals to Thailand between January 1 and September 14, 2025, a 14% increase year-on-year.
  • Long-haul travellers spending an average of 64,000 baht per trip.
  • 2.54 million European arrivals from Germany, up 12.42% year-on-year.
  • 2.85 million European arrivals from France, up 17.13% year-on-year.
  • 2.22 million European arrivals from the United Kingdom, up 14.66% year-on-year.
  • 1.55 million European arrivals from Russia, up 10.4% year-on-year.
  • 870,900 European arrivals from Eastern Europe, up 17% year-on-year.
  • 142,912 Polish arrivals, up 30.95% year-on-year.
  • 33,491 Ukrainian arrivals, up 13.69% year-on-year.
  • 70,000 Eastern European charter flights to Thailand, representing a 35% increase to Bangkok and 48% to Phuket.
  • 5,000 new charter seats from Poland, Czechia, and Slovakia.
  • 120,000 Turkish visitors targeted by the end of 2025.

Sources:

  • Suladda Sarutilavan, Director for Europe at the Tourism Authority of Thailand (TAT), "European arrivals to Thailand continue to grow steadily"
  • Chonlada Sitthiwan, Director of the TAT Prague Office, "TAT aims to attract 870,900 visitors from Eastern Europe in 2025"
  • Nanthasiri Ronnasiri, Director of the TAT Rome Office, "Southern European markets expected to reach one million visitors in 2025"