Thailand welcomes one millionth UK visitor as long-haul arrivals hit historic high

Bangkok, 17 December 2025 – The Tourism Authority of Thailand (TAT) today marked a major milestone by welcoming the one millionth visitor from the United Kingdom, the first time UK arrivals have exceeded one million since the COVID-19 pandemic. This achievement coincides with another landmark moment for Thailand’s tourism sector, as cumulative long-haul arrivals surpassed 10 million visitors, the highest level on record.

The milestone was celebrated at Suvarnabhumi Airport on the arrival of Thai Airways International (THAI) flight TG911, where the TAT Governor and senior executives from TAT, Suvarnabhumi Airport, THAI, Thailand Privilege and the Immigration Bureau warmly welcomed the one millionth UK visitor. The traveller received special gifts, including two economy-class return air tickets on Thai Airways International for the London–Bangkok–London route, two nights’ accommodation at Anantara Chiang Mai and two nights at Avani+ Khao Lak, dining vouchers for two at Sala Lakorn Theatrical Experience at Anantara Hotel, as well as exclusive spa and wellness packages from PANPURI Wellness, showcasing Thailand’s premium tourism and wellness offerings.

Ms. Thapanee Kiatphaibool, TAT Governor, said: “The United Kingdom continues to be an important long-haul market for Thailand, and surpassing one million visitors reflects the trust built with UK travellers over many years. Our priority is to build on this performance by encouraging longer stays, year-round travel and visits beyond traditional destinations. In close cooperation with airline and trade partners, TAT is committed to strengthening Thailand’s position as a high-quality, globally recognised destination for meaningful and responsible travel.”

UK arrivals are projected to reach a new record high of nearly 1.1 million by the end of 2025, generating more than 80 billion Baht in tourism revenue. The UK remains a high-value source market and ranks among Thailand’s top 10 inbound markets, with travellers typically visiting independently or in small groups. Key destinations include Bangkok, Krabi, Phuket, Surat Thani and Chiang Mai, with an average spending of approximately 60,000–70,000 Baht per trip and an average length of stay of 17.44 nights, underlining the market’s strong economic contribution.

The UK milestone reflects wider momentum from long-haul markets. On 15 December 2025, Cumulative arrivals from Europe, the Americas, the Middle East and Africa have exceeded 10 million visitors for the first time, accounting for more than 30 per cent of total international arrivals and reinforcing Thailand’s position as a leading global tourism destination. All regions recorded strong growth, led by Europe with 7.6 million visitors, representing an increase of 12.6%, and the Americas with 1.5 million visitors, up 7% compared with the same period in 2024. This positive performance also highlights the success of TAT’s Airline Focus strategy, implemented in close partnership with airlines to expand capacity, increase frequencies, and strengthen year-round connectivity.

During the winter season from October 2025 to March 2026, the TAT London Office is carrying out 19 joint marketing activities with airlines and tour operators, including British Airways, Norse Atlantic Airways, TUI UK, Trailfinders, Travelbag, Kuoni, Healing Holidays, Destinology, Dial A Flight, Muay Thai Holidays, Southall Travel and Best At Travel. These initiatives support peak winter travel and stimulate demand into the first half of 2026.

Air connectivity between the UK and Thailand continues to expand. During the current winter season, five airlines operate direct services—THAI, EVA Air, British Airways, Norse Atlantic Airways and TUI UK—offering 35 flights per week. This represents a weekly seat capacity of 11,100 seats, an increase of 12% year-on-year, with airline partners reporting load factors of 80–90% in December 2025.

Further enhancements are confirmed for 2026. British Airways will operate the London Gatwick–Bangkok route on a year-round basis from 31 March 2026, adding nearly 60,000 seats, while Virgin Atlantic will introduce direct London Heathrow–Phuket services during the winter 2026/27 season, with three flights per week.

TAT attributes this performance to sustained efforts promoting off-peak travel and lesser-known destinations, expanding travel choices for UK visitors while supporting broader economic benefits across Thailand. Building on this momentum, the 2026 approach focuses on high-quality growth from the UK and other long-haul markets, emphasising year-round travel, longer stays, and a broader spread of visitors across regions, supported by close cooperation with airline partners and targeted market initiatives.

UK-focused campaigns in 2026 will continue to present a broad mix of experiences, including lesser-known beach destinations, culture, wellness, gastronomy, green tourism and family travel. These will be delivered through coordinated PR and promotional activities with UK media, influencers, public figures and partners both within and beyond the tourism sector under the “Unforgettable Experience: Healing is the New Luxury” global communication campaign, encouraging travellers to explore emerging destinations across Thailand and enjoy more meaningful travel experiences.