Recent developments and statistics from government tourism authorities and other organizations show that not only is tourism experiencing a boom in Thailand, but spending has also increased among tourists.  

A survey of credit card users by Visa recently showed that Thailand is a top destination based on data for user spending. According to Visa, credit card spending in Thailand has been increasing year-on-year by 26%, with most of the spending coming from major markets such as the United States, European Union, and United Kingdom.  

The Visa survey also found that the top Thailand destinations are Bangkok and Phuket, as well as the provinces of Chonburi and Surat Thani, where Pattaya and Koh Samui are located respectively. The top areas for increased spending include accommodation, restaurants, health care, and retail.  

Meanwhile, recently released data from the Tourism Authority of Thailand shows that long-haul European markets such as Germany and France have also increased their year-on-year spending significantly. To that end, TAT has started to target high-value tourists from the European and American markets.  

Short-haul markets also saw a growth in tourism, with high-value visitors from Asian countries such as Japan, South Korea, and Singapore arriving in increasing numbers. These markets, along with a growing interest in domestic tourism from high-value Thai citizens, are also being integrated into TAT’s marketing efforts.  

Among the strategies being used by TAT to attract high-value travelers in both long- and short-haul markets are emphasizing health and wellness tourism initiatives such holistic programs. Other areas being developed for the high-value market include yacht and superyacht events as well as entertainment, festivals, and sports.  

The island of Phuket, for example, has recently seen an increase in tourist traffic. According to a recent story from the Bangkok Post, tourism revenue in Phuket has reached 149 billion baht (USD 4.4 billion), and around 3.89 million domestic and international visitors arriving in Phuket during the first quarter of 2025.  

The current number of international tourist arrivals in Phuket during Q1 has amounted to around 17,000 to 18,000 tourists per day, and with more events forthcoming throughout the year it is expected for both visitor numbers and visitor revenue to continue their rise.  

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