Thailand experienced its first annual decline in international tourist arrivals in a decade during 2025, with numbers dropping 7.2% to 33 million. This decrease was attributed to a series of events including an actor's abduction, a major earthquake, border conflict, severe flooding, and political instability. Despite the overall dip, Malaysia, China, and India remained top source markets, contributing significantly to the 1.5 trillion baht in tourism revenue. The Tourism Authority aims for 36.7 million arrivals in 2026.