Thailand Sees Promising Signs from European and Middle Eastern Tourist Markets

Strategic Insights -

Thailand's tourism industry has been observing a surge in tourist arrivals from European and Middle Eastern countries, with promising signs emerging from key markets. During the period from June 1 to 9, tourist arrivals from Germany rose by 71%, from Italy by 28%, and from Switzerland by 24%, compared to the same period last year. The Middle East has also entered its high tourism season, with arrivals growing by 55%. Malaysia has surpassed China as the largest group of foreign arrivals in early June.

Key Takeaways:

  • Tourist arrivals from Germany rose by 71% during June 1-9, compared to the same period last year.
  • Italy and Switzerland saw growth of 28% and 24%, respectively, during the same period.
  • The Middle East has entered its high tourism season, with arrivals growing by 55% from June 1 to 9.
  • Saudi Arabia led the Middle East in growth with 61%, followed by Oman (54%), United Arab Emirates (51%), and Israel (32.49%).
  • Malaysian tourists have overtaken Chinese as the largest group of foreign arrivals in early June, with a 13.22% growth.
  • Canada, Israel, Italy, Poland, Netherlands, and Sweden also showed robust growth from mid-sized markets during the same period.
  • Forward airline bookings project continued growth in the third quarter (July-September 2025), with Europe rising by 21%, Middle East by 25%, and Asia by 7%.
  • The winter slot (October-December) bookings also remain strong, with Europe expected to grow by 17%, America by 12%, and Asia by 22%.

Statistics:

  • 15.543 million foreign tourists visited Thailand from January 1 to June 9, 2025.
  • Countries with the highest growth in arrivals (January 1 to June 9, 2025): India (15.4%), Russia (12.96%), United Kingdom (19.3%), United States (10.2%), Germany (11.82%), Japan (9.94%), France (19.27%), Australia (14.67%).
  • Countries with the highest growth in arrivals from the Middle East (June 1 to 9, 2025): Saudi Arabia (61%), Oman (54%), United Arab Emirates (51%), and Israel (32.49%).
  • Third quarter (July-September 2025) projections: Europe (+21%), Middle East (+25%), Asia (+7%).

Sources:

  • TAT governor Thapanee Kiatphaibool statement, June 11, 2025 (no publication date provided)
  • Immigration Bureau data, January 1 to June 9, 2025
  • Forward airline bookings projections (no specific publication date or source provided)