One of the world’s most popular tourist destinations has experienced an unexpected drop in footfall following a year of natural disasters and border conflict. Thailand frequently ranks among the world’s top travel spots, and outpaced Southeast Asian neighbours Malaysia and Vietnam by over 10 million international tourists in 2024. The long-term positive trend appeared to change direction last year, however, with visitor numbers dipping by 7.2%, according to new figures from the Tourism Authority of Thailand (TAT).

The total number of international holidaymakers heading to the Land of Smiles in 2025 clocked in at 32.97 million – short of the previous year’s 35.54 million and the Government’s target of 39 million. While commentators thought the country’s feature in the third season of acclaimed HBO drama The White Lotus last February would draw greater crowds, consecutive natural disasters and border fighting may have undone such a prospective upsurge.

The South Asian country also battled record flooding in late 2025, with over two million people impacted and over 30 dead.

To complicate matters further, last year also saw outbreaks of deadly violence along the Thailand-Cambodia border, with the UK Foreign, Commonwealth and Development Office (FCDO) urging British travellers to avoid at-risk areas as a result.

A spike in the fighting last November left at least 21 Thai people dead, alongside 17 Cambodians, and forced around 800,000 people to flee their homes.

The apparent decline in visitor demand has also been felt on the ground with tour planners.

Kerstin Di Carlo, of operator Hayes and Jarvis, told The Telegraph: “We have noticed a significant reduction in booking requests for Thailand.”

The country’s Government appeared to acknowledge and attempt to mitigate the change during last year’s low-season by giving away free domestic flight tickets to foreign tourists.

Thailand’s Tourism and Sports Ministry said it would give away tickets to 200,000 international travellers flying into the country between September and November – with the Government agreeing to cover one-way domestic flights up to £40 and round-trips up to £80.