Thailand — Southeast Asia’s second-largest economy — kicked off 2026 with impressive tourism figures, welcoming about 2.62 million foreign visitors between January 1 and 25. According to Nation Thailand, citing data from the Ministry of Tourism and Sports, the influx generated roughly 129.9 billion baht (US$4.1 billion) in revenue, signaling a vibrant start to the year for the country's travel sector.
China remained Thailand’s largest source of visitors with 301,484 arrivals during the period, followed by Malaysia, Russia, India, and South Korea. The steady growth in arrivals from these key markets highlights Thailand’s continued appeal among both Asian and international travelers.
The government has set an ambitious target for 2026, aiming to attract 36.7 million foreign tourists — up 13% from last year — and generate 2.78 trillion baht (US$88.3 billion) in total tourism income, a 7% increase year-on-year.
In 2025, Thailand recorded 32.9 million international arrivals, ranking as Southeast Asia’s second-most visited country after Malaysia, which welcomed over 42 million visitors. This marked the second consecutive year Thailand ceded its top regional tourism spot to its neighbor.
Adding to the region’s positive momentum, Vietnam also saw record-breaking performance, welcoming 2.5 million foreign visitors in January — the highest monthly total in the country’s history. Analysts say this reflects a broader rebound in travel across Southeast Asia, powered by China’s reopening, increased regional connectivity, and a surge in long-haul travelers seeking warm-weather destinations.