Fierce competition and lack of confidence in the country’s safety will likely prevent Thailand achieving its target of 39 million foreign arrivals this year, according to the Association of Thai Travel Agents (ATTA).
Foreign visitors in 2025 are likely to top 37 million at most, which is still higher than last year’s number of 35.54 million, ATTA president Sisdivachr Cheewarattanaporn said on Thursday.
He said “several negative factors” are hindering Thailand’s tourism goal, including competition with countries like Japan, China and Vietnam, which are aggressively promoting their tourism to attract foreign visitors.
“Japan overtook Thailand in terms of Chinese arrivals last year, at 6.98 million people vs 6.7 million…
