Thailand attracts 1m UK travellers for first time since pandemic 

UK tourist numbers to Thailand have exceeded one million for the first time since the pandemic.  

 

Arrivals from the UK are projected to reach a new record high of almost 1.1 million by the end of the year, generating more than 80 billion baht ($1.9 billion) in tourism revenue. 

 

The UK remains a high-value source market and ranks among Thailand’s top 10, with travellers typically visiting independently or in small groups, according to the Tourism Authority of Thailand (TAT).

 

The TAT London office is carrying out 19 joint marketing activities with airlines and tour operators this winter, 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. 

 

The initiatives support peak winter travel and are designed to stimulate demand into the first half of 2026.

 

Key destinations from the UK 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. 

 

Cumulative arrivals from Europe, the Americas, the Middle East and Africa exceeded 10 million visitors for the first time as of December 15.

 

Long-haul travellers accounted for more than 30% of total international arrivals.

 

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. 

 

The performance highlights an airline focus strategy implemented by TAT in partnership with cerriers to expand capacity, increase frequencies and strengthen year-round connectivity.

 

Air connectivity between the UK and Thailand continues to expand. 

 

Five airlines operate direct services this winter - Thai, Eva Air, British Airways, Norse Atlantic Airways and Tui - offering 35 flights a 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% this month.

 

BA will operate the Gatwick–Bangkok route on a year-round basis from March 31, 2026, adding nearly 60,000 seats, while Virgin Atlantic introduces direct Heathrow–Phuket flights three times a week during the winter 2026-27 season.

 

TAT governor Thapanee Kiatphaibool 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 co-operation 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.”