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Southeast Asia's 2nd largest economy expects 36.7 million tourists this year

By Hoang Phong   January 1, 2026 | 03:39 pm PT Google Get VnExpress first in Google Search info See more of the news you trust. Make VnExpress a preferred source to prioritise our updates in your Google search results
Southeast Asia's 2nd largest economy expects 36.7 million tourists this year
Fireworks explode during the New Year celebrations in Bangkok, Thailand, 2026. Photo by Reuters
Thailand, the second largest economy in Southeast Asia, has set its target of welcoming 36.7 million foreign arrivals this year, a 13% increase from last year, and earning tourism revenue of 2.78 trillion baht (US$88.3 billion), up 7%.

Thailand wrapped up 2025 with 32.5 million foreign tourists, a 7.2% year-on-year decline in what was also the first annual drop in international arrivals in a decade outside the pandemic period, Bloomberg reported.

Malaysians topped the list of foreign visitors with 4.5 million people, followed by Chinese and Indian visitors, according to the Ministry of Tourism and Sports data released Jan. 1.

Russian travelers ranked fourth, followed by South Koreans.

Thapanee Kiatphaibool, governor of the Tourism Authority of Thailand, said Thailand would prioritize higher-value travel while rebuilding confidence after a year marked by multiple headwinds, Nation Thailand reported.

Once a tourism powerhouse in Southeast Asia, Thailand struggled with setback after setback last year due to kidnapping, deadly earthquake, border tensions with Cambodia and severe flooding.

To revive its reputation, Thailand will release a teaser advertisement in January 2026 featuring Blackpink's Lisa Lalisa Manobal as an "Amazing Thailand Ambassador," as part of a broader branding campaign to strengthen the country’s tourism and cultural appeal.

Vietnam, a rising tourism competitor in the region, received 21.5 million foreign arrivals last year and expects to attract 25 million by the end of this year.

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