The Thai government is targeting 25 million foreign arrivals, including five million from China, Reuters cited government spokesman Anucha Burapachaisri as saying.
Thanks to its lifting of Covid restrictions and a generous visa policy, the country received 11 million foreign visitors last year, making it among the fastest to recover in Southeast Asia.
It lifted most Covid restrictions mid-year and later became one of the first to fully reopen.
Nationals of over 50 countries get a 45-day visa-free stay while visitors from 23 others can get e-visas.
Indonesia, Southeast Asia's largest economy, eyes 7.4 million international arrivals this year, double the number last year, news agency Antara reported.
Vietnam received 3.6 million foreign tourists last year, or 70% of the targeted number. It targets eight million this year.