Overview

Hospitality and travel consultancy C9 Hotelworks indicates that the Koh Samui hotel and tourism market is showing solid growth during the first four months of 2025.

According to the Samui Hotel & Tourism Market Review 2025, the sector’s growth was fueled by robust air and cruise arrivals, stable hotel performance indicators, and significant engagement from European markets.

Airport Arrivals

From January to April this year, Koh Samui International Airport recorded 1,127,832 passenger arrivals, marking a nine percent rise compared to the same period in 2024. This follows a strong performance in 2024 with total air arrivals reaching 2.78 million, increasing 21 percent year-on-year and exceeding pre-pandemic levels from 2019.

Cruise Tourism Impact

Cruise tourism played a also pivotal role in the overall growth, with the island welcoming 35 cruise ships carrying 65,792 passengers in the first four months of 2025, which is a six percent rise compared to last year. In 2024, Samui hosted 50 cruise liners, nearly double from the previous year.

Insights from Bill Barnett

C9 Hotelworks’ Managing Director Bill Barnett stated: “Koh Samui is increasingly attracting wellness-focused travelers who are contributing to a shift in the island’s tourism profile. Properties such as Kamalaya continue to lead the way in capturing this segment, characterized by year-round visitation and longer average stays. We’re seeing Thailand, particularly Samui, benefiting from a global uptick in wellness tourism, which offers strong potential for sustainable, high-value growth in the hospitality sector.”

Hotel Sector Performance

Hotel performance remained resilient, with occupancy levels reaching a peak in January 2025 with an 8% increase year-on-year. Despite experiencing some softening during the Chinese New Year period, the overall occupancy for 2024 rose 12 percent compared to 2023.

The Average Daily Rate (ADR) also showed positive trends, with a nine percent year-on-year increase in 2024, and a notable 21 percent rise recorded in April 2025.

Expert Opinion

STR’s Asia Pacific area director, Jesper Palmqvist, noted, “Koh Samui’s hotel performance in early 2025 reflects a steady and encouraging trend. We’re seeing meaningful growth in both occupancy and average daily rates, signaling sustained demand in key source markets and a positive pricing environment.”

European Traveler Leads

Europe is the leading international source region, accounting for 56 percent of arrivals in 2024, mainly from Germany, the UK, and France. Growth from these markets has been bolstered by enhanced codeshare agreements between Bangkok Airways and over 30 global carriers.

Additionally, the Singapore Airlines Scoot service connects regional travelers to long-haul flights seamlessly.

Future Prospects

Meanwhile, the hotel development pipeline within the region indicates sustained investor confidence, with 634 registered accommodation providers and 24,188 active keys in Koh Samui. As new branded properties are set to open soon, including Nivata Koh Samui (part of Tapestry Collection by Hilton, expected to open in Q4 2025) and several more in 2026, confidence in the market remains high.

Centara Reserve Samui’s sales and marketing director, Thansita Sirapastuwanon, commented: “The pandemic inspired us to rethink luxury focusing on safety, sustainability, and innovation. As travel rebounces, the demand from both traditional and emerging markets fortifies Koh Samui’s status as a premier luxury destination.”

Barnett expressed optimism regarding the ongoing year: “Barring any external disruptions, sustained demand from European and Asian source markets, alongside limited new hotel supply and continuing infrastructure investment, are anticipated to back continued growth in arrivals, hotel occupancy, and rates throughout the rest of the year.”