FSS International Investment Advisory Securities (FSSIA) noted that for the first week of 2026 (December 29, 2025-January 4, 2026), Thailand welcomed a total of 724,971 international tourists, averaging 104,000 arrivals per day. This marked a 17% decrease week-on-week and a 1% year-on-year drop. Notably, the YoY decline was less severe than in the previous week.
The WoW contraction of 17% reversed a 12% increase during the previous week, which is typical as international travel activity tends to slow following the New Year festivities.
Chinese tourists continued to decline for the second consecutive week, falling 18% WoW and registering a 34% drop YoY. An average of 9,430 Chinese tourists arrived daily, representing 9% of all visitors—the same as the previous week. This pattern mirrors the first week of 2025, when a similar downward trend was observed among Chinese arrivals.
Non-Chinese tourists also declined 16% WoW. However, for the first time in ten weeks, this segment reported a 5% YoY increase, with an average of 94,100 arrivals per day.
The top five source markets for the week were Malaysia (-12% WoW), Russia (flat WoW), China (-18% WoW), India (-23% WoW), and the United Kingdom (-15% WoW).
Looking ahead, international arrivals are expected to decline WoW next week, though the ongoing travel season for both short- and long-haul markets continues to provide underlying support.
For the period from 1–4 January, cumulative international tourist arrivals totaled 380,000, generating approximately THB 18.2 billion in revenue.
For January 2026, the brokerage estimated international arrivals at 3.1 million (-8% month-on-month, -16% YoY), in part due to the high base from Chinese New Year in January 2025. For the high season in 1Q26, the firm expects 9.3 million tourist arrivals (+5% quarter-on-quarter, -3% YoY).
For the full year 2026, the securities house forecast 35 million international tourists (+6% YoY), with Chinese tourists making up 4.78 million (+6% YoY) and non-Chinese tourists at 30.23 million (+7% YoY).
