As the world returns to the skies and travel dreams once again become bookings, Thailand has taken a commanding lead as one of the planet’s most irresistible destinations. A fresh set of cross-border spending data from Visa shows that the Land of Smiles isn’t just welcoming travellers — it’s winning them over with open arms and wallets.
In the first two months of 2025 alone, foreign visitors pumped serious spending power into Thailand’s economy, particularly from five heavyweight markets: the United States, the United Kingdom, France, Australia, and China. Visa reveals that this surge has placed Thailand firmly back on the global travel podium.
“Thailand remains one of the world’s premier holiday choices,” said Punnamas Vichitkulwongsa, Visa Thailand’s Country Manager. “We saw a 26% year-on-year increase in inbound spending from visitors in the UK and France, confirming the nation’s enduring charm.”
But while Western arrivals have been spending enthusiastically, the same can’t yet be said for travellers from China and South Korea, with both showing signs of softer spending compared to last year—perhaps a reflection of lingering economic caution or shifting travel preferences.
Where the Baht Lands
The big winners in inbound tourist spending? No surprises there — Bangkok leads the charge, followed by the sun-soaked province of Phuket, the entertainment hub of Chonburi (think: Pattaya), airport-adjacent Samut Prakan, and the idyllic southern getaway Surat Thani, gateway to Koh Samui and Koh Phangan.
Travellers are laying down cash primarily on five fronts: hotels, restaurants, retail goods, healthcare, and groceries. But there’s a quiet revolution taking place in one overlooked corner—quick-service restaurants, especially in Chonburi and Chiang Mai, where spending saw the most vigorous year-on-year growth during the Lunar New Year rush.
It’s not just about fancy meals and luxury stays — Thailand’s appeal is broadening, and international visitors are happily tucking into everything from street-side noodle bowls to convenience-store picnics.
Thais Abroad: Japan Tops the Wishlist
Outbound travel is equally revealing. Thai passport holders, with a visa found, are heading in droves to Japan, Hong Kong, the UK, South Korea, and France — each destination tickling a different travel fancy, from cherry blossom selfies to Parisian shopping sprees.
Nowhere is Thai outbound spending more evident than in Japan, where nearly 30% of cardholder spending goes straight into the polished floors of department stores. Meanwhile, discount shops, restaurants, and supermarkets saw double-digit healthy increases.
In Hong Kong and France, Thai travellers proved their love for fashion, spending more than 30% of their budget on apparel and accessories. And in China? Over half of all Thai travel spending went to retail—particularly department stores and entertainment—marking triple-digit year-on-year growth.
That kind of growth tells a story: China is no longer just an outbound powerhouse; it’s rapidly becoming a destination of choice for Thai leisure-seekers.
At Home, Affluence Drives Domestic Spend
While overseas destinations may tempt with snow or sales, many Thais are spending more domestically—and the emerging affluent and affluent classes are leading the charge.
According to Visa’s domestic data, these high-value customer segments are investing most heavily in healthcare, retail, restaurants, home improvement, fuel, and essential groceries. But they’re also dipping their toes into professional services—a segment that has doubled in spending—along with education and even government services, both up nearly 30% year-on-year.
That suggests a broader, deeper confidence among Thailand’s middle and upper-middle classes. These aren’t just transactional purchases — they’re lifestyle upgrades.
Strategic Tailwinds: A Nation Ready to Welcome the World
Thailand’s rebound hasn’t happened by accident. The government has paired savvy policymaking with smart tourism strategy, including extended visa-free stays for key markets like China and India and the rollout of e-travel authorisations for easier access.
The goal is audacious but achievable: 40 million inbound visitors by the end of 2025, a substantial leap from the 35.5 million in 2024, with a targeted tourism revenue haul of 3 trillion baht (approx. AUD $130 billion). Those figures would place the kingdom near pre-COVID peaks — a feat few destinations can claim.
Airlines, too, are responding with increased capacity across key routes, and the private sector — hotels, tour operators, retailers — is aligning to cater to a more discerning, experience-hungry traveller.
“Our insights allow us to partner closely with businesses to deliver seamless, secure and rewarding experiences to cardholders,” Vichitkulwongsa added. “That’s what keeps people coming back — not just the destination, but how easy it is to enjoy it.”
The Verdict? Thailand’s Still Got It
Thailand’s enduring magic lies in its ability to adapt without losing its soul. Visa’s cross-border data confirms what many of us have long known: when it comes to global tourism, Thailand doesn’t follow the pack — it leads with a warm smile, a spicy dish, and a confidence rooted in timeless hospitality.
And if these numbers are any indication, 2025 is shaping up for the record books.
For deeper insights into Visa’s global travel data, visit the official Visa Travel Insights Hub.
By Kanda Limw
