Thailand

Thailand logged ~36 million arrivals in 2025, outpacing the global recovery average by 40%. Bangkok remains the world's most-visited city by a wide margin, and islands like Phuket, Koh Samui, and Krabi deliver world-class beaches at 50% lower costs than comparable destinations in Europe. This outperforms #2 Japan's 35 million arrivals, making Thailand the fastest-recovering Asian destination — it surpassed pre-pandemic 2019 numbers as early as mid-2025, while many rivals still lag. Source: UNWTO.