Insights on Thailand’s Tourism Markets by Dida’s Frank Wöller

Frank Wöller, the Vice-President for Business Development at Dida, recently shared his insights into Thailand’s inbound tourism during a talk at Dida Engage: Thailand on November 20. He highlighted several critical points for the upcoming year, particularly concerning key markets such as Europe, China, and Russia.

Overview

Wöller reported that as of September 2025, Thailand welcomed approximately 28 million international visitors, with these three source markets accounting for a significant portion of that number. He emphasized the interdependence of these markets, suggesting that rather than competing, they complement each other’s tourism appeal.

“So, here’s the big picture so far. Europe, China, and Russia together drive Thailand’s tourism success.”

He noted that European travelers tend to stay longer and spend more, while China represents the largest inbound market by visitor numbers. Despite geopolitical challenges, Russia remains stable and shows a preference for resort destinations in Thailand.

Growth Trends

All key European markets have been expanding throughout 2025, with Poland being a notable example of rapid economic growth and increasing travel spending among its population. Conversely, Wöller observed a rebound in Chinese arrivals, suggesting a positive trend for Thai tourism.

“Russian travelers are very resilient despite everything going on in the world; they are willing to travel.”

Conclusion

Wöller concluded that these markets significantly contribute to the Thai tourism industry and will be critical to monitor as we approach 2026.