Thailand Arrivals Reach 23.2 Million: Year-End Events Plan

Thailand counted 23.2 million foreign visitors in the first nine months of 2026, down 3.8%, and TAT is adding year-end events to lift arrivals.

Thailand welcomed 23.2 million foreign visitors from January to September 2026, 3.8% fewer than in the same period of 2025. The figures come from the Ministry of Tourism and Sports and were reported by The Nation on 14 October 2026. Foreign visitors spent about 1.14 trillion baht, down 2.26%. The Tourism Authority of Thailand (TAT) now plans a series of year-end events to bring the total for 2026 close to 33 million.

A difficult target

According to The Nation, Thailand needs about 9.8 million foreign arrivals in the last three months of the year to reach 33 million. TAT governor Thapanee Kiatphaibool said the agency will try to stay near that level, or at least match the 32.97 million visitors of 2025. She said a stronger baht is weighing on travel from nearby countries, while bookings from Europe and the Americas are very strong.

The main markets so far

The ten largest markets from January to September, with the change on last year, were:

China: 3,935,434 (up 15.16%)
Malaysia: 2,950,327 (down 15.19%)
India: 1,727,437 (down 2.46%)
Russia: 1,270,703 (down 0.13%)
South Korea: 848,647 (down 25.43%)
Taiwan: 797,056 (up 7.86%)
Japan: 769,970 (down 4.2%)
United States: 754,840 (up 1.1%)
United Kingdom: 730,987 (down 3.56%)
Germany: 640,674 (down 2.47%)

Arrivals from the Middle East are down 6.5% so far, but TAT now expects growth by the end of the year. The report also notes the new visa exemption rules in force since 15 September 2026, which give visitors from 60 countries up to 30 days.

Events planned for the high season

Most of the events named by TAT are in Bangkok: the Royal Barge Procession, Loy Krathong, the Vijit Chao Phraya light festival and the New Year countdown. In December, Tomorrowland Thailand takes place in Chon Buri and EDC Thailand in Phuket. Large concerts and Diwali events for Indian visitors are also planned. The article does not mention Koh Samui.

TAT said the recent floods caused no significant damage to tourist attractions. Flight delays and baggage backlogs did occur, and the agency says they have been resolved. Thai residents made 152.44 million domestic trips in the first nine months, up 2.7%.

What it means for your stay

These are national figures, with no separate number for Samui. Two points still matter for a visit. Strong bookings from Europe and the Americas, two important markets for the island, suggest the peak weeks around Christmas and New Year will be busy, so book flights early. And if you combine Samui with Bangkok or Phuket, the year-end events can be a reason to plan a stop there. For ideas on the island itself, see our page on things to do in Koh Samui.