Thailand Partners with 50+ Airlines
Thailand aims to break records for its tourism industry in 2025, embarking on partnerships with more than 50 international airlines. This includes carriers such as Air Asia, Cathay Pacific, China Airlines, Emirates, Qatar Airways, and Singapore Airlines.
At the Airline Focus Partnership Meeting in Bangkok, the Tourism Authority of Thailand (TAT) shared its roadmap for collaboration. In particular, the country aims to increase Q4 2025 inbound travel and restore its position as the world’s travel leader.
Consequently, inbound flight capacity has increased to 24.6 million, indicating an 88% recovery versus figures in 2019. In particular, Pattaya is quickly emerging as a central hub for Thailand’s evolving travel strategy.
Furthermore, Thailand has received praise from across the globe for its safety. In a recent report, Travelbag ranked it the safest holiday destination in the world. In particular, it garnered a score of 61.53 out of 100 for evening safety, scoring higher than Seychelles, Sri Lanka, and the Philippines.
Ranked Safest Holiday Destination
In addition, the U.S. Department of State upgraded Thailand to Travel Advisory Level 1. This level is the lowest risk tier, on par with Australia and Japan. Under Level 1, travelers must practice normal precautions.
Thailand also received a ranking of 8th globally for solo female travelers. In fact, it beat many Western countries due to low crime rates and strong public infrastructure.
Overall, these achievements are timely. Currently, the TAT has been working to attract quality visitors, not just volume.
Less Chinese Tourists in Thailand
Nevertheless, not all signs point upward. From January 1 to July 5, international tourist arrivals fell 5% year-on-year to 16.8 million.
This drop is primarily because of the sharp decline in Chinese tourists. In 2019, China accounted for nearly 28% of all arrivals, or around 925,000 visitors monthly. Today, that figure is just 13.6%.
Even worse, experts now estimate only 4–5 million Chinese tourists will visit Thailand in 2025. This is far below the 11 million recorded before the pandemic.
Consequently, Thailand may fall short of its 35.5 million total tourist target for the year.
Thailand into Wellness Destination
To offset this loss, the government is diversifying by launching a 10-year wellness tourism strategy (2025–2034).
Authorities are now developing key provinces like Nakhon Pathom into wellness destinations, offering everything from herbal treatments to medical services.
Furthermore, the TAT is targeting new markets, including India, the Middle East, and Eastern Europe. They expect these regions to help fill the Chinese gap.
“Thailand is now a top global spa & wellness destination!” the TAT wrote in a tweet. “Think Thai massage, serene retreats & ultimate relaxation.”
Growth Through Adaptation
Thailand is betting big on safety, connectivity, and sector diversification. While this plan may pay off, it relies largely on the country’s flexibility and consistency in its tourism initiatives.
So far, the nation’s global reputation is drawing attention. Yet success will depend on how fast it adapts to shifting markets.
With the right strategy, Thailand could reclaim its spot as a top global destination by late 2025.
Photo by Miltiadis Fragkidis on Unsplash
