Southeast Asia Information Port News (www.dnyxxg.com) – The Tourism Authority of Thailand (TAT) recently reached a significant milestone: for the first time since the COVID-19 pandemic, the number of British tourists visiting Thailand has surpassed one million, while the cumulative number of long-haul tourists has also exceeded 10 million, setting a new record and marking a major milestone in the development of Thailand's tourism industry.
As Thai Airways International flight TG911 arrived at Suvarnabhumi Airport, Ms. Thapane Kittappur, Governor of the Tourism Authority of Thailand, along with senior executives from Suvarnabhumi Airport, Thai Airways International, and other parties, welcomed the one millionth British tourist. The tourist received gifts including round-trip airfare from London to Bangkok, hotel stays in Chiang Mai and Khao Lak, restaurant vouchers, and exclusive spa packages, showcasing Thailand's advantages in high-end tourism and wellness experiences.
Governor Thapane stated that the UK is a core long-haul source market for Thailand, and this milestone of one million tourists demonstrates their trust in Thailand. The Tourism Authority of Thailand will work with airlines and industry partners to encourage tourists to extend their stays, travel year-round, and explore emerging destinations, consolidating Thailand's global position as a high-quality tourism destination and providing more meaningful and responsible travel experiences.
Data shows that the UK remains one of Thailand's top ten inbound tourist markets. Tourists are primarily independent travelers or in small groups, favoring destinations such as Bangkok, Phuket, and Chiang Mai. They spend an average of 60,000-70,000 baht per person and stay an average of 17.44 nights, making a significant contribution to the market. It is projected that by the end of 2025, the number of British tourists will reach nearly 1.1 million, bringing Thailand over 80 billion baht in tourism revenue.
The growth of the UK market reflects the strong momentum of the long-haul travel market. As of December 15, 2025, the cumulative number of inbound tourists from Europe, the Americas, the Middle East, and Africa will reach 10 million, accounting for more than 30% of the total international tourists. Among them, 7.6 million tourists are from Europe (a year-on-year increase of 12.6%), and 1.5 million tourists are from the Americas (a year-on-year increase of 7%), demonstrating the success of the Tourism Authority of Thailand's "Airline Focus Development Strategy"—a strategy that deepens cooperation with airlines to achieve capacity increases, flight frequency increases, and route network optimization.
To boost tourism during the peak winter travel season from October 2025 to March 2026, the Tourism Authority of Thailand (TAT) London office will collaborate with 12 airlines and travel agencies, including British Airways and TUI UK, to launch 19 joint marketing campaigns to stimulate travel demand during the peak season and the first half of 2026.
Currently, British and Thai air connectivity continues to strengthen, with five airlines operating direct flights during the winter, totaling 35 flights per week and 11,100 seats, a 12% year-on-year increase. Load factor is projected to reach 80%-90% in December 2025. Capacity will be further increased in 2026: British Airways will operate the London Gatwick-Bangkok route year-round starting March 31, adding nearly 60,000 seats; Virgin Atlantic will launch a direct London Heathrow-Phuket service (three flights per week) in the winter of 2026/27.
The TAT stated that this performance is attributed to off-season tourism and the promotion of emerging destinations. In 2026, the focus will be on high-quality growth in long-haul markets such as the UK, with a focus on promoting year-round tourism, extending stays, and expanding tourist distribution. Under the theme of "Unforgettable Experiences: Healing is Luxury", the initiative will leverage media, opinion leaders, and industry partnerships to promote diverse experiences such as emerging beaches, culture, wellness, and green tourism, guiding tourists to explore more meaningful travel experiences.
