{
  "generatedAt": "2026-05-15T00:00:00+07:00",
  "canonical": "https://enjoythai.land/research/thailand-tourist-trends-2025/",
  "markdownUrl": "https://enjoythai.land/research/thailand-tourist-trends-2025.md",
  "htmlUrl": "https://enjoythai.land/research/thailand-tourist-trends-2025/",
  "sourceDataVersion": "2026-05-15",
  "type": "audience",
  "audienceReport": {
    "audienceId": "foreign_tourists",
    "slug": "thailand-tourist-trends-2025",
    "title": "Thailand Tourist Trends 2025",
    "summary": "Foreign-tourist attention in the period was logistics, safety, and destination-driven, with TDAC becoming the clearest operational change and high-value-tourism framing growing in importance.",
    "fullPeriodRanking": [
      {
        "rank": 1,
        "topic": "Entry logistics and visas",
        "subsectors": [
          "TDAC",
          "arrival cards",
          "official portals",
          "fake sites",
          "visa exemption awareness"
        ],
        "whyItRanksHere": "TDAC launched during the period and became a standard pre-arrival requirement."
      },
      {
        "rank": 2,
        "topic": "Destination planning",
        "subsectors": [
          "Bangkok",
          "Phuket",
          "Samui",
          "Krabi",
          "Pattaya",
          "Chiang Mai",
          "hotels"
        ],
        "whyItRanksHere": "Tourism remained massive despite the 2025 decline."
      },
      {
        "rank": 3,
        "topic": "Safety and confidence",
        "subsectors": [
          "Wang Xing",
          "scam centers",
          "earthquake and building safety",
          "Cambodia border",
          "tourist police"
        ],
        "whyItRanksHere": "Safety repeatedly affected China confidence and traveler behavior."
      },
      {
        "rank": 4,
        "topic": "High-value tourism",
        "subsectors": [
          "China",
          "Russia",
          "India",
          "UK",
          "wellness",
          "luxury",
          "premium hotels"
        ],
        "whyItRanksHere": "Revenue rankings matter more than arrival rankings for business decisions."
      },
      {
        "rank": 5,
        "topic": "Culture, festivals, and soft power",
        "subsectors": [
          "Songkran",
          "Loy Krathong",
          "marriage equality",
          "White Lotus",
          "Thai food",
          "BL and series"
        ],
        "whyItRanksHere": "Key content layer for foreign-facing Thailand interest."
      },
      {
        "rank": 6,
        "topic": "Payments, shopping, and food",
        "subsectors": [
          "crypto-to-baht pilot",
          "malls",
          "night markets",
          "street food",
          "luxury shopping"
        ],
        "whyItRanksHere": "Secondary but commercially important conversion layer."
      }
    ],
    "quarterlyShifts": [
      {
        "quarter": "Q1 2025",
        "shift": "High-season travel, White Lotus / Koh Samui, safety confidence, marriage-equality tourism, and earthquake safety."
      },
      {
        "quarter": "Q2 2025",
        "shift": "TDAC launch, Songkran, post-earthquake confidence, and border-tension emergence."
      },
      {
        "quarter": "Q3 2025",
        "shift": "Border advisories, political risk, low-season value, and TDAC normalization."
      },
      {
        "quarter": "Q4 2025",
        "shift": "High season, royal mourning etiquette, event adjustments, and continued TDAC use."
      },
      {
        "quarter": "Q1 2026",
        "shift": "Arrival softness, hotel performance, election stability, and value-over-volume strategy."
      }
    ],
    "pagesToCreateOrUpdate": [
      "/guides/thailand-digital-arrival-card-tdac/",
      "/guides/is-thailand-safe-for-tourists/",
      "/guides/songkran-travel-safety-thailand/",
      "/guides/thailand-border-travel-advisory/",
      "/guides/thailand-tourism-trends-2025/",
      "/guides/thailand-high-season-hotel-planning/",
      "/research/thailand-tourist-trends-2025/"
    ]
  },
  "items": [
    {
      "rank": 1,
      "topic": "Entry logistics and visas",
      "subsectors": [
        "TDAC",
        "arrival cards",
        "official portals",
        "fake sites",
        "visa exemption awareness"
      ],
      "whyItRanksHere": "TDAC launched during the period and became a standard pre-arrival requirement."
    },
    {
      "rank": 2,
      "topic": "Destination planning",
      "subsectors": [
        "Bangkok",
        "Phuket",
        "Samui",
        "Krabi",
        "Pattaya",
        "Chiang Mai",
        "hotels"
      ],
      "whyItRanksHere": "Tourism remained massive despite the 2025 decline."
    },
    {
      "rank": 3,
      "topic": "Safety and confidence",
      "subsectors": [
        "Wang Xing",
        "scam centers",
        "earthquake and building safety",
        "Cambodia border",
        "tourist police"
      ],
      "whyItRanksHere": "Safety repeatedly affected China confidence and traveler behavior."
    },
    {
      "rank": 4,
      "topic": "High-value tourism",
      "subsectors": [
        "China",
        "Russia",
        "India",
        "UK",
        "wellness",
        "luxury",
        "premium hotels"
      ],
      "whyItRanksHere": "Revenue rankings matter more than arrival rankings for business decisions."
    },
    {
      "rank": 5,
      "topic": "Culture, festivals, and soft power",
      "subsectors": [
        "Songkran",
        "Loy Krathong",
        "marriage equality",
        "White Lotus",
        "Thai food",
        "BL and series"
      ],
      "whyItRanksHere": "Key content layer for foreign-facing Thailand interest."
    },
    {
      "rank": 6,
      "topic": "Payments, shopping, and food",
      "subsectors": [
        "crypto-to-baht pilot",
        "malls",
        "night markets",
        "street food",
        "luxury shopping"
      ],
      "whyItRanksHere": "Secondary but commercially important conversion layer."
    }
  ],
  "queryTargets": []
}