Thailand is roaring back onto the world tourism stage, leading Southeast Asia’s bold recovery and showcasing a powerful combination of strategy, sustainability, and regional cooperation.

According to the latest data from UN Tourism, the Asia-Pacific region welcomed 316 million international arrivals in 2024, marking an 87% recovery from pre-pandemic levels. Thailand’s performance has been robust, with the Tourism Authority of Thailand (TAT) reporting a 30% increase in international arrivals during the first half of 2025 compared to last year.

“This is more than a recovery — it’s a renaissance,” said  Ms. Thapanee Kiatphaibool, TAT Governor. “Thailand’s rebound reflects a national effort, combined with powerful ASEAN collaboration, to reimagine tourism for a sustainable, resilient future.”

Regional unity has been a cornerstone of this progress. ASEAN’s coordinated response — including seamless cross-border travel, joint visa schemes, and destination marketing — is helping position Southeast Asia as a unified tourism zone. The ASEAN Tourism Strategic Plan 2016–2025 continues to provide a strong framework for innovation, workforce development, and inclusive growth.

According to PATA (Pacific Asia Travel Association), Southeast Asia now accounts for over a third of all international arrivals to Asia-Pacific, with Thailand, Indonesia, and Vietnam among the top performers. Travel analytics firm ForwardKeys has also ranked Thailand as one of Asia’s top-recovering destinations, with Q3 and Q4 2025 bookings already surpassing 2019 levels.

Observers have captured the spirit of this resurgence with headlines such as:

“Thailand Rising: ASEAN Unity Fuels Asia’s Tourism Revival,” and “Smiles, Strategy, and Sustainability: Thailand Leads Regional Travel Comeback.”

These sentiments are more than slogans — they reflect a more profound truth: Thailand and ASEAN are shaping the next chapter of global tourism, focusing on innovation, collaboration, and long-term vision.

Thailand is also investing heavily in smart tourism infrastructure and sustainability. The recently launched Thailand Green Tourism Plan 2030 includes eco-certifications, digital immigration, and low-carbon transport initiatives. Education remains central, with new training programmes designed to upskill the tourism workforce in digital marketing, customer service, and sustainability leadership.

Meanwhile, in stark contrast, the re-emergence of former U.S. President Donald Trump and his “America First” policy has raised concerns among global tourism leaders. The U.S. Travel Association reports that international arrivals to the U.S. remain 18% below 2019, particularly from Asian markets, due to prolonged visa delays, reduced airlift, and unclear policy direction.

“While Asia builds bridges, the U.S. risks pulling up the drawbridge,” said James Thurlby, Skål International Bangkok’s President and a Bangkok-based digital media powerhouse. “In today’s interconnected travel landscape, regional cooperation and open engagement are vital. Thailand and ASEAN understand this — and the world is taking notice.”

World Tourism Day, to be hosted in Malaysia on 27 September, under the theme “Tourism and Peace”

The event will highlight the region’s leadership in building a more inclusive and sustainable tourism future.

As Q4 approaches, the outlook remains overwhelmingly positive for Thailand and the wider region. Airline capacity is expanding, traveller confidence is up, and the ASEAN brand has never been stronger.

Key Highlights

• Thailand’s international arrivals were up 30% in H1 2025, with substantial gains from China, India, the UK, Russia, and the Middle East.
• Asia-Pacific’s tourism recovery reaches 87%of pre-pandemic levels in 2024 (UN Tourism).
• Thailand, Vietnam, and Indonesia have led to ASEAN’s resurgence (PATA, ForwardKeys).
• ASEAN unity and seamless travel arrangements are accelerating cross-border tourism growth.
• Thailand Green Tourism Plan 2030 positions the country as a regional sustainability leader.
• “America First” policy could slow U.S. inbound recovery; Asia continues global leadership.
• World Tourism Day 2025to be held in Malaysia on 27 September, themed “Tourism and Peace”.

 

 

 By Andrew J Wood 

 

BIO

A Yorkshireman by birth and a Bangkokian by choice, Andrew J Wood has been exploring Southeast Asia’s hospitality and culinary landscapes since 1991. A seasoned travel writer and hotel reviewer, Andrew brings old-school charm and a deep affection for gracious service to every piece he pens. For him, the perfect Sunday is slow, savoured, and best enjoyed with dessert.

 

 

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