BANGKOK, Thailand — The Tourism Authority of Thailand (TAT) marked a historic milestone on Friday, officially welcoming its one-millionth visitor from the United Kingdom in 2025.
This achievement signals a full recovery of the UK market to pre-pandemic levels and coincides with a broader record-breaking surge in long-haul international travel to the “Land of Smiles.”
Total long-haul arrivals—encompassing Europe, the Americas, the Middle East, and Africa—have now surpassed 10 million visitors for the first time in history, representing over 30% of Thailand’s total international tourism.
The landmark moment was celebrated at Suvarnabhumi Airport upon the arrival of Thai Airways International (THAI) flight TG911 from London.
The lucky one-millionth traveler was greeted by a high-level delegation including the TAT Governor and executives from the Immigration Bureau and Thailand Privilege.
The visitor was presented with a luxury prize package, including:
- Two return economy-class tickets (London–Bangkok) via Thai Airways.
- Four nights of premium accommodation in Chiang Mai and Khao Lak.
- Exclusive wellness, spa, and dining packages showcasing Thailand’s high-end tourism sector.
The UK: A high-value economic pillar
By the end of 2025, UK arrivals are expected to hit a record 1.1 million, injecting more than 80 billion Baht into the Thai economy.
British travelers remain highly sought-after due to their spending habits and preference for extended vacations.
- Average Stay: 17.44 nights.
- Average Spend: 60,000–70,000 Baht per trip.
- Top destinations: Bangkok, Krabi, Phuket, Surat Thani, and Chiang Mai.
Ms. Thapanee Kiatphaibool, TAT Governor, emphasized the strategic importance of this partnership:
“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 cooperation 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.”
Strategic airline partnerships drive growth
The “Airline Focus” strategy has been a primary catalyst for this growth. During the current winter season (October 2025 – March 2026), five major airlines—including British Airways and Norse Atlantic—are providing 35 direct flights per week between the UK and Thailand. This provides 11,100 weekly seats, a 12% increase from the previous year.
Expansion is set to continue in 2026:
- British Airways: Will transition its London Gatwick–Bangkok route to a year-round service starting March 31, 2026.
- Virgin Atlantic: Will debut a direct London Heathrow–Phuket service for the 2026/27 winter season.
2026 Vision: “Healing is the new luxury”
Looking forward, TAT is launching the “Unforgettable Experience: Healing is the New Luxury” campaign.
The initiative aims to push tourism beyond the “Big Five” cities and into emerging destinations, focusing on green tourism, gastronomy, and wellness.
The strategy focuses on high-quality growth, encouraging visitors to move into rural regions to ensure the economic benefits of tourism are shared more broadly across the country.
