If ever there were a Thai island refusing to sit still and sip coconuts, it’s Koh Samui. As Thailand wrestles with post-pandemic tourism volatility and a global push-pull between value and volume, Samui’s doing what Samui’s always done best: quietly winning the race, with a knowing smile and a sarong that’s as crisp as its tourism stats.
According to the freshly brewed C9 Hotelworks Samui Hotel & Tourism Market Review 2025, the island has recorded a robust 9% growth in arrivals in the first four months of the year—an enviable start, particularly as other markets try to shrug off economic lethargy and geopolitical migraines.
Touchdown Triumph: Airlift and Cruise Numbers Soar
Koh Samui International Airport played no small part, with over 1.1 million arrivals between January and April 2025 alone—a tidy 9% jump year-on-year. Not resting on its laurels, the cruise sector chimed in with 35 visiting liners and nearly 66,000 salt-tinged passengers. That’s a 6% uptick from 2024’s already buoyant numbers. One suspects the sight of coconut cocktails and gentle Buddhist bells works better than any onboard Wi-Fi.
2024 had already smashed expectations with 2.78 million air arrivals—up 21% on 2023, sailing past pre-pandemic 2019 with a cheeky wink.
Zen with a View: Wellness Tourism Anchors the Island
“Koh Samui is increasingly attracting wellness-focused travellers who are contributing to a shift in the island’s tourism profile,” said Bill Barnett, C9 Hotelworks’ Managing Director, with the understated assurance of a man who knows his yin from his yang.
Wellness tourism is no longer a footnote; it’s the headline act. Properties like Kamalaya have become the beating heart of this movement, welcoming guests who stay for more extended periods. These higher-spending guests are more likely to book a turmeric latte than a bucket of vodka Red Bull. The result? Resilience and reliability in a tourism climate known for its mood swings.
Hotels in Bloom: Occupancy and ADR Blooming Beautifully
Occupancy peaked in January with an 8% increase, and although Chinese New Year brought a brief lull, full-year 2024 figures still rose 12% compared to 2023. Average Daily Rate (ADR) is on a tear, growing 9% in 2024 and leaping another 21% in April 2025.
Jesper Palmqvist, Area Director Asia Pacific at STR, didn’t mince words: “Koh Samui’s hotel performance in early 2025 reflects a steady and encouraging trend.” He pointed to healthy occupancy and robust pricing as proof that the island’s not just rebounding—it’s structurally sound, with measured supply and sharply focused connectivity strategies.
Europe Reigns Supreme: Germans, Brits, and French Lead the Charge
Europe remains the island’s de facto golden goose, responsible for a whopping 56% of international arrivals in 2024. Germany, the UK, and France continue to flood in—perhaps fleeing grey skies and grim politics for Thai massages and mango sticky rice.
Bangkok Airways’ strategic codeshare agreements with over 30 global airlines, plus Scoot’s link-up to Singapore’s Changi Airport, mean Koh Samui is suddenly much closer than it used to feel. Long-haul? Sorted.
“The long-haul market has performed exceptionally well for us this year,” said Remko Kroesen, Area GM for Banyan Tree Samui and Krabi. “It’s been a key strategic focus, and we’re pleased to see that effort translating into strong results.”
Developers Dig In: New Luxury Supply on the Horizon
The development pipeline is humming. With 634 accommodation providers offering over 24,000 keys, Koh Samui’s growth has been admirably measured—a modest 1% compound annual rate over five years. But now the big guns are arriving.
Nivata Koh Samui (part of Hilton’s Tapestry Collection) opens in Q4 2025. SO/ by Sofitel and Fivelements Samui are hot on its heels in 2026. These are not just hotels; they’re bold statements in steel, stone, and soft lighting—designed for discerning guests seeking wellness with a welcome drink.
“The pandemic challenged us to rethink luxury through safety, sustainability, and innovation,” said Thansita Sirapastuwanon, Director of Sales & Marketing at Centara Reserve Samui. “As travel rebounds, demand from both traditional and emerging markets continues to strengthen Koh Samui’s position as a leading luxury destination.”
Forward to the Future: Strong Tailwinds Through 2025
Bill Barnett, always the pragmatist wrapped in a linen shirt, offered this cautiously optimistic outlook: “Barring any external disruptions, sustained demand from European and Asian source markets, combined with limited new hotel supply and ongoing infrastructure investment, are expected to support continued growth in arrivals, hotel occupancy, and rates throughout the remainder of the year.”
In an age when global destinations jostle for relevance like market vendors hawking durians, Koh Samui proves that clarity of vision, strategic airlift, and a good foot massage still go a long way.
To download the full C9 Hotelworks Samui Hotel & Tourism Market Review 2025 report, click here.
By Karuna Johnson
