Foreign tourist arrivals to Thailand have surpassed 130,000 per day, according to the Ministry of Tourism and Sports, in what officials describe as a clear sign of sustained recovery across all major markets.
Speaking on 16 February, Ms Nattreeya Taweewong, Permanent Secretary of the Ministry of Tourism and Sports, said data since late last year show a steady rise in international arrivals from every region. Daily entries have consistently remained in six figures, with more than 130,000 foreign visitors now arriving in Thailand each day.
She said the continued increase reflects targeted tourism promotion campaigns tailored to the behaviour of visitors from different countries, alongside enhanced safety measures and improved visitor care. These steps, she added, have helped restore confidence among international travellers.
Chinese market shows strong rebound
One of the most closely monitored markets has been China. Over the past year, arrivals from China declined due to a combination of domestic travel policies within China and safety concerns highlighted in the media.
Ms Nattreeya said the Thai government responded with proactive measures covering marketing, tourism promotion, research into visitor demand and strengthened safety standards. As a result, Chinese arrivals have risen steadily from around 10,000 per day to nearly 30,000 per day at present.
She described the rebound as an encouraging signal for the wider recovery of Thailand’s tourism sector, particularly in Asia.
While foreign tourist arrivals continue to increase, the government has also adjusted its long-term strategy. Ms Nattreeya said the focus is shifting from purely increasing visitor numbers to prioritising higher-value tourism and more balanced income distribution.
Under the revised approach, greater emphasis will be placed on attracting quality travellers and directing tourism revenue towards secondary cities with strong potential. Officials believe this will help ensure more sustainable growth and reduce pressure on established destinations.
The strategy also aims to improve the overall travel experience, with coordination required across the tourism supply chain, from transport providers to accommodation operators and local attractions.
The Ministry of Tourism and Sports, working with the Tourism Authority of Thailand (TAT), has scheduled year-round promotional activities to maintain momentum. At the same time, efforts are under way to upgrade tourist attractions, products and services to meet international standards.
Ms Nattreeya said the outlook for Thailand’s tourism sector in 2026 remains positive and called on all stakeholders to work together to welcome visitors and maintain confidence in the country as a safe and high-quality destination.
As foreign tourist arrivals continue at more than 130,000 per day, officials say cooperation across the industry will be key to sustaining growth in the months ahead.