Norway, Sweden, France, Germany and the UK are helping push Thailand’s tourism to record levels in 2025. New long-haul routes from cities like Oslo, Stockholm and Paris are bringing more visitors who stay longer and spend more.
Phuket is receiving between 60,000 and 80,000 international arrivals daily, with about 400 flights landing on the island. Average room rates are around 30% higher than 2019, and occupancy is expected to reach about 90% this season.
Europe remains a key source region, with strong demand from Russia, Germany, the UK, the Nordics and Australia. Many Europeans are booking earlier than before, helping drive higher hotel prices and tight room availability in Phuket.
Krabi is also gaining visitors, supported by new flights such as Air Arabia’s Sharjah–Krabi service. Thailand expects around 850,000 arrivals from the Middle East in 2025, with visitors spending about 100,000 baht per trip.
The Tourism Authority of Thailand forecasts about 10% tourism growth in 2026, supported by more routes and high-spending long-haul markets. For Nordic travelers and businesses, Thailand’s continued focus on infrastructure and sustainability will be important for future growth.