After briefly losing its title in 2023, Thailand has reclaimed its position as the most visited country in Southeast Asia in 2024.
With 35.5 million international arrivals, the Land of Smiles surpassed Malaysia, which ranked second with 25 million visitors—falling short of its government’s target of 27.3 million.
Vietnam followed in third place with 17.5 million tourists, while Singapore recorded 16.5 million and Indonesia 13.9 million. Meanwhile, other countries like Cambodia, the Philippines, Laos, and Myanmar continue to enhance their tourism appeal, though with smaller visitor numbers.
Thailand’s success in attracting tourists back is largely attributed to strategic policies, including the introduction of a permanent visa-free program for Chinese and Indian travelers. This move aligns with a regional trend where Southeast Asian countries are easing visa requirements to boost tourism.
Malaysia, for instance, has extended its visa-free policy for Chinese and Indian visitors until 2026, while Vietnam will offer 45-day visa-free travel for Polish, Czech, and Swiss citizens on select tour packages starting in March 2024. Cambodia has also joined the competition by lowering e-visa fees earlier this year.
However, the tourism race is not just about visa policies. Countries in the region are also ramping up infrastructure development, expanding airport capacity, launching new flight routes, and forming partnerships with global travel platforms. Large-scale promotional campaigns and the digitalization of tourism services are also playing a crucial role in attracting more visitors.
Tourism Drives Thailand’s Economy Forward
Tourism remains a key pillar of Thailand’s economy amid challenges in other industries. In 2024, the country recorded 35.5 million international visitors, a 26.3% increase from the previous year, with Chinese tourists accounting for nearly 20% of total arrivals.
Despite a downward revision of Thailand’s economic growth to 2.5% due to sluggish industrial investment, the tourism sector continues to show resilience. The government has set a target of 38.5 million international visitors for 2025, nearing the pre-pandemic record of 40 million. However, security concerns, particularly among Chinese tourists, remain a challenge that needs to be addressed.
In response, Thailand has strengthened security measures to maintain tourist confidence and sustain its competitive edge in the region. Through aggressive promotional campaigns, more flexible visa policies, and infrastructure improvements, the country aims to solidify its position as Southeast Asia’s top travel destination.
