Thailand is witnessing a notable uptick in foreign tourist arrivals during its Green Season, particularly from high-spending European travelers, according to data released in mid-June 2025 by the Tourism Authority of Thailand.
The Tourism Authority of Thailand (TAT) has reported strong growth in international arrivals during the June Green Season, with European markets posting a 13% overall increase. Germany saw the highest growth at 71%, followed by Italy at 28% and Switzerland at 24%. The Middle East also registered significant growth at 55%, led by countries like Saudi Arabia, Oman, and the UAE.
In a marked shift in source markets, Malaysia has overtaken China as Thailand’s top source of foreign tourists for the first time since 2012. Malaysian arrivals rose 13.22% year-on-year in early June 2025. Other emerging Southeast Asian markets also gained traction, with tourist numbers from the Philippines increasing by 24%.
Forward booking trends indicate sustained interest across multiple regions. For the July to September 2025 period, bookings from Europe are up by 21%, the Middle East by 25%, and Asia by 7%. This momentum appears set to continue into the final quarter of the year, with Asia, Europe, and the Americas all expected to show continued growth.
To build on this momentum, TAT is launching targeted campaigns and partnerships across key markets. In the United Kingdom, collaborations with British Airways and Norse Atlantic Airways are expected to support increased connectivity, including new direct routes to Bangkok. In Germany, partnerships with tour operators and charter airlines are in place for the October–December period. France will be targeted through partnerships with travel retailers and event participation, while outreach in Russia and the United States will focus on co-promotional efforts with airlines and travel platforms.
As part of a broader shift toward sustainable tourism, TAT is refining its strategy to focus on value rather than volume. This includes efforts to rebalance tourism flows, develop under-visited secondary cities, and attract travelers with higher spending capacity. Creative marketing and event-driven promotions are planned to support tourism during the Green Season.
In addition to the TAT governor, several tourism and airline partners were involved in shaping and supporting these strategic developments.
