Thailand has reached a major tourism milestone, welcoming its one millionth visitor from the United Kingdom in 2025 and marking a full recovery of one of its most important long-haul markets. The achievement comes as international arrivals from Europe, the Americas, the Middle East and Africa collectively hit their highest level on record, underscoring the strength of Thailand’s global tourism rebound.
The milestone visitor arrived at Suvarnabhumi Airport in Bangkok on December 17 on a direct Thai Airways flight from London. Officials from the Tourism Authority of Thailand, Thai Airways International and partner organisations marked the occasion with a formal welcome, reflecting the significance of the UK market to Thailand’s tourism economy. The traveller received a package of premium travel experiences designed to highlight the country’s high-end hospitality, wellness and dining offerings.
A record year for long-haul travel
The UK milestone forms part of a broader record-breaking year for long-haul tourism. In 2025, Thailand surpassed 10 million long-haul arrivals for the first time, accounting for more than 30 percent of total international visitors. This shift reflects a growing reliance on long-stay and higher-spending travellers, particularly from Europe and North America, as the country focuses on value-driven tourism rather than volume alone.
UK travellers continue to play a key role in that strategy. Arrivals from the UK are expected to reach around 1.1 million by the end of the year, generating more than B80 billion in tourism revenue. Visitors from the UK typically stay longer than average, with trips often lasting over two weeks, and spend more per visit compared to many short-haul markets.
Why the UK market matters
Bangkok, Phuket, Krabi, Chiang Mai and Surat Thani remain the most popular destinations for UK visitors, balancing urban culture with beach and nature-focused travel. The steady performance of these destinations highlights the appeal of Thailand as a multi-stop long-haul itinerary rather than a single-location holiday.
Air connectivity has been a major driver of this growth. During the peak winter travel season, five airlines operate direct routes between the UK and Thailand, offering around 35 flights per week. Load factors in December have consistently reached 80 to 90 percent, signalling strong and sustained demand.
Looking ahead to 2026
Tourism officials attribute the momentum to a targeted airline and market development strategy that prioritises connectivity, diversified destinations and year-round travel. Alongside major hubs, Thailand continues to promote secondary cities and emerging regions as part of a wider push toward more balanced and sustainable tourism growth.
As 2025 draws to a close, Thailand’s tourism figures signal more than a recovery. With long-haul markets performing at historic levels, the country is positioning itself for a new phase of international travel driven by longer stays, higher spending and renewed global confidence in the kingdom as a long-haul destination.