Published on
October 23, 2025
Thailand is significantly enhancing its global travel connectivity with the introduction of new direct routes from Norse Atlantic Airways. This expansion, connecting the UK, Sweden, and Norway to both Bangkok and Phuket, is a major leap in the country’s tourism strategy. The new services, launching for the 2025/2026 winter season, aim to cater to the increasing demand for affordable long-haul travel options. By offering direct flights from key European markets, Thailand is positioning itself as a more accessible destination for international travelers, particularly those from Northern Europe, and aligning with its broader goal to attract more visitors while diversifying its source markets. This move not only boosts Thailand’s tourism appeal but also strengthens its standing as a premier long-haul destination.
Thailand’s Tourism Growth Boosted by New Direct Routes from Norse Atlantic Airways
The Tourism Authority of Thailand (TAT) is excited to announce the expansion of its air connectivity with the launch of five new direct routes by Norse Atlantic Airways. These routes will connect the United Kingdom, Sweden, and Norway to Bangkok and Phuket for the 2025/2026 winter season, marking a significant step in enhancing Thailand’s long-haul connectivity from Europe. This expansion aligns with Thailand’s ambitious “Big Impact, Act Fast” initiative, which aims to increase international arrivals and cement Thailand as a key player in the global tourism market.
Mrs. Chiravadee Khunsub, TAT’s Deputy Governor for International Marketing – Europe, Africa, the Middle East, and the Americas, stated, “The addition of these new routes by Norse Atlantic Airways highlights the increasing recognition of Thailand as a premier long-haul destination. This expansion offers travelers from the UK and Northern Europe more affordable and convenient travel options, supporting our strategy to diversify source markets and extend visitor stays across the country.”
Norse Atlantic Airways, founded in 2021, is a long-haul carrier focused on offering affordable direct flights to popular destinations worldwide. The airline will operate all five new routes using its state-of-the-art Boeing 787-9 Dreamliners, which seat 338 passengers, ensuring a comfortable and efficient travel experience.
New Routes Connecting Europe to Thailand
From the United Kingdom, Norse Atlantic will commence service between London Gatwick and Bangkok on 26 October 2025. The route will operate three to five times a week and will be upgraded to a year-round service starting in April 2026, offering budget-conscious travelers an affordable alternative to British Airways. Additionally, a new service from Manchester to Bangkok will launch on 26 November 2025, operating weekly through March 2026. Manchester will be the only city outside of London with direct flights to Bangkok, meeting the growing demand for long-haul travel from Northern England, where over 100,000 passengers currently fly indirectly to Bangkok annually.
From Northern Europe, Norse Atlantic has already launched a twice-weekly Stockholm–Bangkok service, which began on 22 October 2025. Starting in December, the frequency will increase to four flights per week. Furthermore, the airline will introduce new routes from Stockholm to Phuket on 4 December 2025 and from Oslo to Phuket on 8 December 2025, both operating weekly. These routes strengthen Thailand’s position as a top winter sun destination for European travelers seeking affordable long-haul travel options.
Fully Booked Inaugural Flight and Growing Demand
The inaugural Stockholm–Bangkok flight, which was fully booked, landed at Suvarnabhumi Airport, where it was greeted with a warm welcome by TAT executives and Mr. Bård Nordhagen, Chief Commercial Officer of Norse Atlantic Airways. The fully booked flight NO191 carried 338 passengers, underscoring the strong demand for travel to Thailand from Northern Europe.
This new expansion by Norse Atlantic Airways adds to Thailand’s growing air connectivity for the winter season. Several other airlines are also strengthening their services to Thailand, including Arkia Israeli Airlines, which will launch twice-weekly flights from Tel Aviv to Bangkok on 26 November 2025. Additionally, Air France will introduce three weekly services between Paris Charles de Gaulle and Phuket starting on 28 November 2025, further expanding access from key European and Middle Eastern cities.
Increasing Confidence in Thailand’s Tourism Potential
The 2025/2026 winter season is a pivotal moment for Thailand’s air connectivity. In addition to the new European routes, Etihad Airways has already launched its Abu Dhabi–Krabi service on 9 October 2025, and United Airlines will reintroduce direct flights from Los Angeles to Bangkok on 26 October 2025, reconnecting Thailand with the United States after more than a decade. These developments demonstrate growing confidence among international airlines in Thailand’s tourism potential, as demand continues to rise from key long-haul markets.
Growing Tourist Arrivals from the UK and Sweden
Travel from both the UK and Sweden to Thailand has remained strong. From January to September 2025, Thailand welcomed 757,960 visitors from the UK, marking a 13.66% increase compared to the previous year. Similarly, by mid-October 2025, 145,188 visitors from Sweden had arrived in Thailand, an 8.56% rise from the previous year. Swedish travelers, in particular, spend an average of 65,000 Baht per trip and stay for an average of 19.9 days, contributing over 14.6 billion Baht to the local economy.
The continued growth of these markets is reflected in forward bookings from the UK, which are up by 10% for October–December 2025, and a 13% rise in bookings for January–March 2026. These increases highlight the continued confidence in Thailand as a leading long-haul destination. Both markets are also showing a growing interest in responsible tourism, independent travel, and safety, further reinforcing Thailand’s position as a sustainable, high-value tourism destination.
Thailand is enhancing its global connectivity with new direct routes from Norse Atlantic Airways, linking the UK, Sweden, and Norway to Bangkok and Phuket. This expansion offers affordable long-haul travel options, boosting Thailand’s appeal as a top destination for European travelers.
A Bright Future for Thai Tourism
As Thailand continues to enhance its connectivity with Europe and other regions, the country is well-positioned to capitalize on the growing demand for long-haul travel. The expansion of routes by Norse Atlantic Airways and other airlines, along with a commitment to sustainable and responsible tourism practices, will ensure that Thailand remains a top choice for international travelers well into the future.
This strategic move not only supports Thailand’s tourism industry but also strengthens its economic prospects by attracting a diverse range of visitors, further contributing to the country’s position as a world-class travel destination.
