Why Thailand is Beating Others in the Surging Asia-Pacific Tourism Sector
Unmatched Tourist Arrivals
Thailand’s magnetic allure pulled in an impressive over thirty five million international visitors by December 27, 2024, surpassing its target of thirty five million. This figure is miles ahead of its competitors in the Asia-Pacific region. For context, Australia recorded just 7.5 million visitors, and Malaysia reached 16.45 million as of August 2024. Thailand’s consistent rise, from over eleven million in 2022 to over twenty eight million in 2023, underscores its dominance in the region.
Revenues That Tell a Success Story
Thailand’s tourism sector generated a staggering 1.8 trillion Baht in 2024, outshining most other nations in the Asia-Pacific. This dwarfs the $31.7 billion reported by Australia or the MYR 198.7 billion by Malaysia. The steady growth in revenue, from $14.9 billion in 2022 to $29.7 billion in 2023, highlights Thailand’s ability to attract high-spending tourists.
Hotels Thriving with High Occupancy Rates
In 2023, Thailand achieved an impressive 69.33% hotel occupancy rate, a strong recovery from the pandemic lows and higher than Malaysia’s 52.9%. This consistent demand reflects Thailand’s appeal as a year-round destination, offering everything from budget accommodations to luxury resorts.
A Diverse Tourist Demographic
Thailand attracts a wide range of international visitors, making it a true global destination. In 2023, Malaysia led with 4.4 million tourists to Thailand, followed by China (3.51 million), Singapore (1.65 million), India (1.62 million), and Russia (1.48 million). This diverse mix reflects Thailand’s universal charm, setting it apart from countries with a narrower tourist base.
Thailand’s Visa-Free Welcome: A Gateway for Millions
Thailand’s visa-free policy opens doors to travelers from 93 countries, making it incredibly easy to plan a trip to this beautiful destination. Whether you’re coming from Europe (Germany, France, UK), Asia (China, India, Japan, Vietnam), or even North America (USA, Canada) or Oceania (Australia, New Zealand), Thailand has you covered. By including emerging markets like Russia, Kazakhstan, and Uzbekistan, as well as neighbors like Malaysia and Laos, Thailand ensures that visitors from all over the world feel welcome. This smart move removes barriers and invites everyone to explore its incredible culture, breathtaking landscapes, and famous hospitality—keeping Thailand miles ahead in the Asia-Pacific tourism race.
Why Thailand Leads the Pack
Thailand’s unique combination of affordability, cultural richness, natural beauty, and vibrant cities gives it a clear edge over competitors like Australia, Japan, and Malaysia. Whether it’s the bustling streets of Bangkok, the serene beaches of Phuket, or the lush mountains of Chiang Mai, Thailand offers something for every traveler.
The numbers don’t lie—Thailand’s success in 2024 proves it is not just recovering but thriving, beating out its regional rivals in every category that matters. It’s no wonder the “Land of Smiles” continues to lead the Asia-Pacific tourism race.
Thailand: A Land of Endless Adventures
- Bangkok – The City That Never Sleeps
Dive into the bustling energy of Bangkok, where modern skyscrapers stand alongside majestic temples like Wat Arun and the Grand Palace. Shop at the sprawling Chatuchak Market or cruise along the Chao Phraya River for an unforgettable urban experience. - Chiang Mai – Culture Meets Nature
This northern gem is perfect for those seeking a slower pace. Explore the ancient temples of the Old City, enjoy the vibrant Night Bazaar, or take a trek into the lush mountains that surround this charming city. - Phuket – Paradise by the Sea
From the lively nightlife of Patong to the serene beauty of Kata and Nai Harn beaches, Phuket offers something for everyone. Don’t miss island-hopping adventures and the iconic Big Buddha.
Australia: Battling to Keep Pace in the Asia-Pacific Tourism Race
Struggling Tourist Numbers
Australia welcomed approx. eight million international visitors by September 2024, showing steady recovery from the pandemic but falling far behind Thailand’s over thirty five million. While this marks an improvement from over seven million in 2023 and approx. four million in 2022, it is still well below its pre-pandemic peak of over nine million in 2019. Comparatively, Australia’s growth rate lags significantly behind regional leaders like Thailand, making it clear that the recovery has been slower than anticipated.
Impressive Revenue but a Smaller Visitor Base
Tourists spent $31.7 billion in Australia by June 2024, which is a notable contribution to its economy. However, despite these higher per-capita expenditures compared to some of its rivals, the sheer volume of visitors tilts the scale in favor of Thailand. For instance, Thailand generated 1.8 trillion Baht (approximately $50 billion), far outpacing Australia’s tourism revenue.
Moderate Hotel Occupancy Rates
Australia’s hotel industry is gradually bouncing back, with a year-to-date occupancy rate of 70.4% in 2024, up slightly from 68.7% in 2023. While these numbers show resilience, they don’t match Thailand’s stronger demand, as evidenced by its 69.33% rate in 2023—achieved with a much larger influx of tourists.
A Narrow Visitor Base
Australia continues to rely heavily on its closest neighbor, New Zealand, which accounted for over 1.1 million visitors in 2023. Other major contributors include the UK (617,000), USA (561,000), China (507,000), and India (375,000). While these numbers show a stable inflow from key markets, they pale in comparison to Thailand’s diverse mix of millions from neighboring and distant countries alike.
Australia’s Visa Policy: A Gateway with Structure
Australia rolls out the welcome mat for millions of international visitors each year, but there’s one thing to keep in mind—everyone who isn’t an Australian citizen needs a valid visa to enter. While this might seem like an extra step, Australia has made things easier with its Electronic Travel Authority (ETA) system. Travelers from countries like the USA, Canada, and many European nations can apply quickly and hassle-free. This thoughtful mix of security and convenience ensures Australia stays open to the world while keeping its borders organized and welcoming.
Why Australia Trails Thailand
Australia offers a unique experience, from its stunning Outback landscapes to world-famous cities like Sydney and Melbourne. However, high travel costs, long flight durations for many travelers, and less aggressive marketing compared to Thailand put it at a disadvantage. Despite its cultural and natural richness, Australia faces challenges in regaining its pre-pandemic footing, especially against the rising star that is Thailand.
Australia remains a significant player in the Asia-Pacific tourism sector but is falling behind in both volume and diversity of visitors. To keep pace, Australia will need to address these hurdles while leveraging its strengths in high-value tourism experiences.
Australia: Where Urban Chic Meets Natural Wonders
- Sydney – Icon of Australia
Explore Sydney’s world-renowned Opera House and Harbour Bridge. Relax at Bondi Beach or enjoy the lush greenery of the Royal Botanic Garden, all while soaking in the city’s cosmopolitan vibe. - Melbourne – The Cultural Capital
Renowned for its street art, coffee culture, and laneways filled with hidden gems, Melbourne is a creative hub. Visit the National Gallery of Victoria or stroll along the Yarra River for a day of inspiration. - Brisbane – The River City
With its sunny weather and relaxed vibe, Brisbane is a must-visit. Walk along South Bank, explore the Lone Pine Koala Sanctuary, or take a short trip to the vibrant Gold Coast.
Japan: A Resilient Contender in the Asia-Pacific Tourism Sector
Rebounding Tourist Numbers
Japan welcomed over Thirty-Three million visitors between January and November 2024, marking an incredible comeback post-pandemic. This places it as a strong rival in the region, though it still falls short of Thailand’s impressive over thirty five million. Japan’s 2024 arrivals are a remarkable leap from over Twenty-Five million in 2023 and just approx. Four million in 2022, signaling the nation’s tourism recovery is on the right track. However, Thailand’s diverse appeal and aggressive marketing give it the edge in overall numbers.
Tourism Revenue That Packs a Punch
Tourism receipts in Japan reached $38.6 billion in 2023, reflecting its appeal as a high-value destination. However, Thailand’s 1.8 trillion Baht ($50 billion) revenue in 2024 still surpasses Japan’s earnings, highlighting the scale of Thailand’s success. Japan’s ability to attract big spenders is impressive but remains offset by Thailand’s sheer volume of visitors.
A Growing Hotel Sector
Japan’s hotel industry rebounded significantly, with a 74.4% occupancy rate reported in H1 2024. This recovery aligns closely with Thailand’s 69.33% in 2023 but comes with higher daily rates, reflecting Japan’s position as a premium destination. Despite these improvements, Thailand’s mix of affordability and luxury options continues to attract a broader audience.
Key Visitor Markets
Japan benefits from a strong influx of tourists from nearby countries. In October 2024 alone, South Korea led with 732,100 visitors, followed by China (582,800) and Taiwan (478,900). This regional focus is a double-edged sword—while proximity boosts arrivals, Japan lacks Thailand’s global reach, which brings millions from far-flung places like Europe and North America.
Japan’s Visa-Free Policy: Welcoming 72 Nations
Japan’s visa-free access extends to travelers from 72 countries, simplifying travel and making it easier to explore its rich heritage and modern attractions. Visitors from Europe—including France, Germany, and the UK—along with key Asian nations like South Korea, Thailand, and Singapore benefit from this hassle-free entry. The policy also covers North America (USA, Canada, Mexico), Oceania (Australia, New Zealand), and parts of South America (Brazil, Argentina).
By including nations from Africa (Tunisia, Mauritius) and Eurasia (Türkiye), Japan ensures a globally inclusive approach. This expansive visa-free policy strengthens its reputation as a top tourist destination, inviting travelers worldwide to experience everything from ancient temples to cutting-edge cities with greater ease.
Why Thailand Surpasses Japan
Japan offers a unique blend of tradition and modernity, with attractions like cherry blossoms, historic temples, and vibrant cities like Tokyo. However, higher costs, stricter visa policies, and limited marketing efforts to diversify its audience keep it trailing behind Thailand. Meanwhile, Thailand’s affordability, diverse offerings, and ease of travel give it a broader and more consistent appeal.
Japan has proven its resilience, bouncing back strongly in 2024. Yet, to match Thailand’s dominance in the Asia-Pacific tourism sector, it needs to amplify its global reach and focus on attracting a wider variety of visitors.
Japan: Tradition and Innovation in Perfect Harmony
- Tokyo – The City of Contrasts
Experience the neon-lit streets of Shibuya and Akihabara, then find peace at Meiji Shrine or Senso-ji Temple. Tokyo’s diverse offerings make it a bucket-list destination for every traveler. - Kyoto – The Heart of Japan’s Heritage
Step back in time with visits to the iconic Kinkaku-ji (Golden Pavilion), Arashiyama’s bamboo forest, and traditional tea houses. Kyoto is Japan’s cultural soul. - Osaka – A Food Lover’s Paradise
Known for its vibrant nightlife and delicious street food, Osaka is the place to savor takoyaki and okonomiyaki. Don’t miss a visit to Osaka Castle or Universal Studios Japan.
Vietnam: Rapid Growth but Still Chasing the Leaders
Rising Tourist Numbers
Vietnam is experiencing a remarkable tourism resurgence, welcoming over fourteen million international visitors in the first ten months of 2024. This reflects a significant rebound from approx. Thirteen million in 2023 and just approx. four million in 2022. However, even with this impressive growth, Vietnam’s numbers are dwarfed by Thailand’s staggering over thirty five million visitors, showcasing Thailand’s unmatched magnetism in the Asia-Pacific region.
Tourism Revenue Growing Steadily
Vietnam generated an estimated $23.56 billion in tourism revenue during the first eight months of 2024, showing steady growth. Yet, this remains significantly below Thailand’s 1.8 trillion Baht (approximately $50 billion) in 2024. Vietnam’s growth trajectory is promising, but its revenue potential still trails far behind Thailand’s robust performance.
Hotel Occupancy Signals Recovery
Vietnam’s hotel occupancy rates are recovering after the pandemic’s impact, with five-star hotels seeing occupancy rates of around 69.3% in 2019. However, the current numbers are yet to fully catch up, leaving room for improvement. In contrast, Thailand’s hotel industry is thriving, with occupancy rates reaching 69.33% in 2023, supported by its larger influx of tourists.
Tourism Driven by Asian Markets
Vietnam relies heavily on travelers from Asian markets, with nearly 80% of total arrivals in 2024 coming from this region. South Korea leads as Vietnam’s largest source of tourists with 3.7 million visitors, followed by China, Taiwan, and Japan. While these figures showcase strong regional appeal, Vietnam struggles to attract the global diversity of visitors that Thailand enjoys, drawing millions from Europe, the Americas, and beyond.
Vietnam’s Visa-Free Access: A Gateway for 25 Countries
Vietnam’s visa-free policy welcomes travelers from 25 countries, creating a smooth entry process for millions. This includes key regional neighbors like Thailand, Singapore, Malaysia, and Cambodia, as well as major Asian markets such as Japan and South Korea.
European visitors from France, Germany, Italy, and Sweden also benefit from visa-free travel, alongside nations like Russia, Norway, and the UK. Extending beyond Asia and Europe, the policy includes countries like Chile and Panama, making Vietnam an increasingly accessible destination for travelers worldwide. This initiative enhances Vietnam’s appeal as a rising star in the Asia-Pacific tourism sector.
Why Thailand Outshines Vietnam
Vietnam offers breathtaking landscapes, rich culture, and historical attractions. However, its tourism infrastructure, marketing strategies, and ease of travel still lag behind Thailand’s polished offerings. Thailand’s combination of affordable luxury, vibrant nightlife, and world-renowned hospitality places it firmly ahead in attracting diverse international audiences.
Vietnam is on the rise, making waves in the Asia-Pacific tourism sector. Yet, to catch up with leaders like Thailand, it will need to expand its global outreach and invest in enhancing its tourism infrastructure to cater to a broader audience.
Vietnam: A Rising Star in Travel
- Hanoi – The Timeless Capital
Wander through Hanoi’s Old Quarter, enjoy a water puppet show, or take a serene walk around Hoan Kiem Lake. This city is a mix of French colonial charm and Vietnamese tradition. - Ho Chi Minh City – The Energetic Metropolis
Formerly Saigon, this bustling city offers a mix of history and modernity. Visit the War Remnants Museum, shop at Ben Thanh Market, or enjoy rooftop dining with stunning city views. - Da Nang – Gateway to UNESCO Wonders
Known for its sandy beaches and Marble Mountains, Da Nang is also a great base for exploring Hoi An and My Son Sanctuary. It’s a perfect blend of relaxation and culture.
Malaysia: A Strong Contender but Falling Short of Thailand
Tourist Arrivals Steady but Not Dominant
Malaysia recorded over Sixteen million international visitors by August 2024, reflecting steady growth. This comes after hosting over twenty million tourists in 2023 and over ten million in 2022. While these figures are commendable, they pale compared to Thailand’s over thirty five million arrivals by the end of 2024. Thailand’s larger appeal and aggressive tourism campaigns make it the clear leader in attracting travelers.
Economic Contributions and Revenue
Malaysia’s tourism revenue is set to reach MYR 198.7 billion in 2024, representing 10.5% of its national economy. This is a robust recovery, even surpassing its pre-pandemic levels by 1.6%. However, in absolute terms, Malaysia’s performance still trails behind Thailand’s remarkable 1.8 trillion Baht (approximately $50 billion) in 2024. The disparity in visitor volume plays a significant role in this gap.
Hotel Occupancy Faces Challenges
Malaysia’s hotel occupancy rate in 2023 stood at an average of 52.9%, significantly below Thailand’s robust 69.33% during the same period. This indicates that Malaysia still struggles with fully optimizing its accommodation sector, especially compared to Thailand’s ability to cater to a much higher influx of tourists.
Top Visitor Sources Highlight Regional Focus
Malaysia relies heavily on tourists from neighboring countries. Singapore leads with 8.3 million visitors in 2023, followed by Indonesia (3.1 million), Thailand (1.5 million), and China. While these numbers demonstrate regional strength, Malaysia lacks the broader international appeal that makes Thailand a global favorite.
Malaysia’s Visa-Free Policy
Malaysia’s inclusive visa-free policy allows travelers from 167 countries to explore its rich culture and natural beauty with ease. In Asia, visitors from major nations like India, China, Japan, South Korea, and Thailand enjoy hassle-free access, alongside neighbors like Singapore, Indonesia, and Vietnam. Key Middle Eastern nations, including Saudi Arabia, UAE, and Qatar, also benefit, strengthening ties with the Gulf region.
The policy extends to Europe, covering travelers from the UK, France, Germany, and smaller nations like Andorra and Monaco, as well as Oceania, with access for Australia, New Zealand, and Pacific Island countries. In the Americas, visitors from the USA, Canada, and Brazil are welcomed, alongside smaller Caribbean nations. African travelers from countries such as South Africa, Kenya, and Morocco also enjoy visa-free entry, making Malaysia a truly global and accessible destination.
Why Thailand Leads Over Malaysia
Malaysia boasts diverse attractions, from the bustling streets of Kuala Lumpur to the serene beaches of Langkawi. However, Thailand’s superior marketing, more extensive tourism infrastructure, and varied offerings appeal to a wider range of international tourists. Thailand also benefits from its image as a budget-friendly yet luxurious destination, a balance that few can match.
Malaysia remains a key player in the Asia-Pacific tourism scene. However, to rival Thailand, it needs to expand its global reach, enhance its hotel occupancy rates, and create a more dynamic tourism ecosystem that caters to diverse travelers worldwide.
Malaysia: A Blend of Culture, Nature, and Modernity
- Kuala Lumpur – The Capital of Contrasts
Kuala Lumpur dazzles with its iconic Petronas Towers, vibrant street food at Jalan Alor, and cultural landmarks like the Batu Caves. This cosmopolitan hub effortlessly combines tradition and modernity. - Penang (George Town) – A Culinary and Cultural Haven
Known for its UNESCO-listed George Town, Penang offers colorful street art, colonial-era architecture, and world-renowned street food. Don’t miss a visit to Kek Lok Si Temple or Penang Hill. - Langkawi – The Jewel of Kedah
This idyllic archipelago is a tropical paradise, boasting pristine beaches, lush rainforests, and breathtaking views from the Langkawi Sky Bridge. Duty-free shopping adds to its appeal.
Indonesia: A Rising Star with Room to Grow
Tourist Arrivals Show Progress
Indonesia welcomed over ten million international visitors by September 2024, showcasing steady recovery from the pandemic. This follows over Eleven million visitors in 2023 and just approx. six million in 2022. While these numbers are promising, they remain far below Thailand’s commanding over thirty five million in 2024, emphasizing Thailand’s stronger pull in the Asia-Pacific tourism sector.
Tourism Revenue Rebounding
Tourism spending in Indonesia reached $10.4 billion in 2023, reflecting a significant recovery. However, this is only a fraction of Thailand’s 1.8 trillion Baht ($50 billion) in 2024. Indonesia’s slower revenue growth indicates untapped potential that could be unlocked with better infrastructure and marketing.
Hotel Occupancy Below Optimal Levels
Indonesia’s average hotel occupancy rate stood at 51.33% for the first nine months of 2023, showing signs of recovery but still lagging behind Thailand’s 69.33% during the same period. This signals that Indonesia’s tourism sector is on the mend but hasn’t yet matched the efficiency and scale of Thailand’s hospitality industry.
Tourist Arrivals by Country Reflect Regional Dependence
In 2023, Indonesia’s leading tourist markets were Malaysia, Australia, and Singapore, with China and Timor Leste also contributing significantly. Malaysia alone accounted for 1.9 million visitors, about 16% of the total market share. While these numbers highlight regional strength, they fall short of the global diversity Thailand enjoys, with millions of visitors from Europe, the Americas, and beyond.
Indonesia’s Visa-Free Policy
Indonesia’s visa-free entry policy provides hassle-free access to travelers from 96 countries, making it one of the most accessible destinations in the Asia-Pacific region. In Asia, visitors from key markets like China, Japan, South Korea, and neighbors such as Malaysia, Singapore, and Thailand benefit from this policy. The Middle East is also well-represented, with countries like Saudi Arabia, Turkey, and Qatar included.
The policy extends to Europe, covering nations like Germany, France, Italy, and smaller states like Monaco and San Marino. Travelers from North America (USA, Canada, Mexico), South America (Brazil, Argentina, Chile), and Oceania (Australia, New Zealand) also enjoy visa-free access. In Africa, countries such as South Africa, Egypt, and Kenya are included, showcasing Indonesia’s commitment to fostering global tourism ties. This broad policy strengthens Indonesia’s appeal as a top travel destination.
Why Thailand Surpasses Indonesia
Indonesia offers stunning natural beauty, from Bali’s idyllic beaches to Java’s volcanic landscapes. However, logistical challenges, higher travel costs for international visitors, and limited global marketing place it at a disadvantage compared to Thailand’s well-rounded appeal. Thailand’s balance of affordability, accessibility, and cultural richness continues to attract more tourists worldwide.
Indonesia is a strong contender in the Asia-Pacific tourism market, but to compete with Thailand, it must focus on enhancing its infrastructure, improving hotel occupancy rates, and diversifying its global outreach. With the right strategies, Indonesia could unlock its vast potential and close the gap with regional leaders like Thailand.
Indonesia: A Land of Diversity and Wonders
- Bali – The Island of the Gods
Famous for its beaches, iconic temples like Uluwatu and Tanah Lot, and vibrant nightlife in Seminyak, Bali is Indonesia’s top tourist draw. Nature lovers can also explore Ubud’s rice terraces and waterfalls. - Jakarta – The Dynamic Capital
Indonesia’s bustling capital blends history with modernity. Explore the National Monument, Kota Tua (Old Town), and the vibrant markets, while enjoying a taste of the city’s diverse culinary scene. - Yogyakarta – A Cultural Gem
Known for its rich heritage, Yogyakarta is home to the stunning Borobudur and Prambanan temples. It’s also the heart of Javanese art, music, and traditional crafts.
Singapore: Compact, Efficient, but Outpaced by Thailand
Steady Tourist Arrivals
Singapore anticipates welcoming Fifteen to over Sixteen million international visitors in 2024, marking a robust recovery. This follows approx. fourteen million arrivals in 2023 and just over five million in 2022. While these figures highlight Singapore’s steady climb, they fall far short of Thailand’s over thirty five million million visitors in 2024. Despite its efficiency and appeal, Singapore struggles to match Thailand’s vast scale in the tourism sector.
Tourism Revenue Approaches Pre-Pandemic Levels
Singapore expects tourism receipts to range between $24.5 and $26 billion in 2024, a significant rebound from previous years. This growth, while impressive, still lags behind Thailand’s 1.8 trillion Baht ($50 billion) in tourism revenue for the same period. Singapore’s higher per-capita spending is notable but insufficient to close the gap in total revenue.
High Hotel Occupancy Rates Lead the Region
Singapore’s Average Occupancy Rate (AOR) reached an impressive 80.1% in 2023, surpassing Thailand’s 69.33% in the same year. This shows Singapore’s strong demand for accommodation despite its smaller visitor base. However, its limited capacity and higher costs make it less competitive for budget-conscious travelers compared to Thailand’s diverse lodging options.
Key Markets Highlight Regional Strength
Singapore attracts a mix of tourists, with Indonesia contributing 2.3 million visitors in 2023, followed by China, Malaysia, Australia, and India, each bringing over a million visitors. While these numbers underscore Singapore’s regional popularity, it lacks the global diversity and sheer volume that Thailand enjoys, drawing millions from all continents.
Singapore’s Visa-Free Policy: A Global Welcome
Singapore’s visa-free access spans countries across the globe, ensuring smooth entry for travelers. In Asia, neighbors like Indonesia, Malaysia, and Thailand enjoy hassle-free travel, along with key markets such as Japan, South Korea, and India. The policy also covers a wide range of European nations, including Germany, France, Italy, and smaller states like Monaco and Liechtenstein.
Beyond Asia and Europe, Singapore welcomes travelers from North America (USA, Canada, Mexico), South America (Brazil, Argentina, Chile), Oceania (Australia, New Zealand), and Africa (South Africa, Kenya, Ghana). Smaller nations like Barbados, Fiji, and Seychelles are also included, reflecting Singapore’s commitment to fostering global tourism. This expansive visa-free policy strengthens Singapore’s reputation as a world-class destination for leisure and business travelers alike.
Why Thailand Stays Ahead
Singapore’s urban sophistication, world-class infrastructure, and iconic attractions like Marina Bay Sands and Sentosa Island make it a top destination for short visits. However, its compact size, higher costs, and limited variety of experiences restrict its ability to compete with Thailand’s expansive offerings. Thailand’s balance of affordability, culture, nature, and nightlife gives it the edge as a destination for all types of travelers.
Singapore remains a key player in the Asia-Pacific tourism sector, known for its efficiency and luxury. To close the gap with Thailand, it would need to explore ways to expand its offerings and attract a broader range of visitors from beyond the region.
Singapore: Small but Mighty
- Marina Bay – The Iconic Waterfront
Singapore’s most famous district boasts the Marina Bay Sands, Gardens by the Bay, and the Merlion statue. It’s a blend of futuristic architecture and serene waterfront views. - Orchard Road – A Shopper’s Paradise
Renowned for luxury shopping, this vibrant boulevard also offers great dining and cultural landmarks like the Istana, the president’s residence. - Sentosa Island – The Ultimate Playground
Perfect for families and thrill-seekers, Sentosa is home to Universal Studios, S.E.A. Aquarium, and beautiful beaches for a day of relaxation and fun.
South Korea: A Strong Recovery but Lagging Behind Thailand
Tourist Arrivals on the Rise
South Korea attracted approx. eight million international visitors by mid-2024, recovering to 91.2% of its 2019 peak. In 2023, the country hosted over eleven million tourists, a significant increase from just over three million in 2022. While these figures signal strong growth, they remain far behind Thailand’s commanding over thirty five million million visitors in 2024, highlighting Thailand’s dominant appeal in the region.
Tourism Revenue Steady but Modest
South Korea’s tourism revenue is gradually returning to pre-pandemic levels. While precise figures for 2024 are not yet available, the sector’s contribution remains limited compared to Thailand’s massive 1.8 trillion Baht ($50 billion) in revenue. South Korea’s appeal to high-value tourists is evident but lacks the volume necessary to challenge Thailand’s dominance.
Hotel Occupancy Rates Near Pre-Pandemic Levels
Seoul’s hotel occupancy rate rebounded to 77% in 2023, reflecting strong demand for accommodation. This is comparable to Thailand’s 69.33% in 2023, showing resilience in the hospitality sector. However, South Korea’s smaller overall visitor numbers cap its ability to generate significant growth across the industry.
Key Visitor Markets Highlight Regional Reliance
South Korea benefits from strong regional tourism, with China leading its visitor count at 2.2 million in early 2024, followed by Japan (1.4 million), Taiwan (680,000), and the U.S. (640,000). While these numbers are impressive, they underscore South Korea’s heavy reliance on neighboring markets, contrasting with Thailand’s global appeal that attracts millions from far-reaching regions.
South Korea’s Visa-Free Travel Policy
South Korea offers visa-free access to travelers from 110 countries, making it a global hotspot for tourism. Visitors from Europe—including nations like Germany, France, and Italy—benefit from hassle-free entry, alongside key markets in Asia, such as Japan, Singapore, and Taiwan. This policy also includes neighbors like China (Hong Kong and Macao SAR) and Thailand, bolstering regional travel ties.
Beyond Asia and Europe, the policy extends to North America (USA, Canada, Mexico), South America (Brazil, Argentina, Colombia), and Oceania (Australia, New Zealand, Fiji). Countries in Africa, such as South Africa, Botswana, and Morocco, as well as the Middle East, including Saudi Arabia, Qatar, and Bahrain, are also included. By embracing such a diverse range of nations, South Korea strengthens its position as a must-visit destination for culture, innovation, and natural beauty.
Why Thailand Leads Over South Korea
South Korea offers a unique blend of K-culture, historical landmarks, and vibrant cities like Seoul and Busan. However, higher travel costs, visa complexities, and limited marketing to non-Asian audiences hinder its ability to compete with Thailand. In contrast, Thailand’s affordability, ease of access, and broad appeal to all demographics position it as the clear leader.
South Korea is making a strong recovery in the Asia-Pacific tourism sector, but it faces significant challenges in competing with Thailand’s unmatched visitor numbers and revenue. Expanding its reach to global markets and diversifying its tourism offerings will be critical to narrowing the gap.
South Korea: A Rising Tourism Star
- Seoul – The City of Modern Wonders and Ancient Traditions
Visit Gyeongbokgung Palace, shop in Myeongdong, or relax at the Han River parks. Seoul seamlessly combines cutting-edge technology with historic charm. - Busan – Korea’s Coastal Gem
Known for its beaches, seafood markets, and the colorful Gamcheon Culture Village, Busan offers a unique seaside charm. Don’t miss Haeundae Beach and the Busan Cinema Center. - Jeju Island – Korea’s Natural Paradise
Famous for its volcanic landscapes, waterfalls, and pristine beaches, Jeju is a UNESCO World Heritage site that offers a peaceful escape from bustling cities.
India: Growing Steadily but Outpaced by Thailand
Tourist Arrivals Show Incremental Growth
India welcomed approx. sixty-two lakh foreign tourists from January to August 2024, showing a modest 3.7% year-on-year growth compared to the same period in 2023. With over Ninety-five lakh total arrivals in 2023, India is steadily regaining its momentum post-pandemic. However, these numbers pale in comparison to Thailand’s staggering over thirty five million million visitors in 2024, highlighting the scale of Thailand’s dominance in the Asia-Pacific tourism sector.
Tourism Revenue Reflects Promising Growth
India’s Travel & Tourism sector is expected to generate $22.3 billion in revenue in 2024, a steady increase driven by improving foreign tourist arrivals. However, this figure remains far behind Thailand’s 1.8 trillion Baht ($50 billion) in the same period. India’s vast cultural and natural attractions offer immense potential, but a more aggressive marketing approach could boost revenue further.
Hotel Occupancy Rates Recovering
India’s hotel occupancy rate in fiscal year 2024 is estimated at 70%, showing consistent recovery from pandemic lows. While these numbers are encouraging, they are on par with Thailand’s 69.33% in 2023, despite Thailand hosting a significantly larger number of international visitors. This suggests that Thailand’s infrastructure is more adept at managing higher tourist volumes.
Diverse but Limited Source Markets
India’s leading source countries in 2023 included the USA (22.19%), Bangladesh (20.29%), and the UK (9.98%), reflecting a diverse but concentrated visitor base. Comparatively, Thailand attracts millions of visitors from a broader range of countries, giving it a significant advantage in global tourism.
India’s Visa-Free Travel Policy: A Regional Focus
India offers visa-free access to travelers from 14 countries, primarily focusing on its regional neighbors and select global partners. In South Asia, countries like Bhutan, Nepal, and the Maldives enjoy seamless entry, reflecting strong ties within the subcontinent.
Additionally, India extends this policy to key nations in Asia-Pacific, such as Japan, Singapore, Cambodia, and Vietnam, fostering connectivity within the region. Visitors from Finland, Luxembourg, and New Zealand also benefit from visa-free access, showcasing India’s effort to strengthen ties with global tourism partners. This targeted approach promotes cultural and economic exchanges while simplifying travel for millions.
Why Thailand Outshines India
India’s rich history, vibrant culture, and iconic landmarks like the Taj Mahal offer unparalleled experiences. However, challenges such as limited tourism infrastructure, visa hurdles, and inconsistent marketing strategies restrict its growth. Thailand, on the other hand, benefits from ease of travel, affordability, and a wide range of experiences, making it more appealing to a global audience.
India holds immense potential in the Asia-Pacific tourism race but faces hurdles in matching Thailand’s growth. By improving its infrastructure, simplifying travel procedures, and enhancing its global visibility, India could better leverage its strengths and compete more effectively in the region.
India: A Tapestry of History and Diversity
- Delhi – The Heart of India
Explore the grandeur of Old Delhi’s Red Fort and Jama Masjid, and the modernity of New Delhi with landmarks like India Gate and Qutub Minar. Don’t miss the bustling markets of Chandni Chowk. - Mumbai – The City That Never Sleeps
India’s financial capital is a hub of culture and entertainment. Visit the Gateway of India, Marine Drive, and the Elephanta Caves. Enjoy the vibrant Bollywood scene and the city’s renowned street food. - Jaipur – The Pink City
Known for its royal heritage, Jaipur enchants visitors with landmarks like Amber Fort, Hawa Mahal, and the City Palace. It’s a gateway to India’s colorful Rajasthani culture.
Cambodia: Promising Growth but Far Behind Thailand
Tourist Arrivals Climbing Back
Cambodia welcomed approx. five million foreign visitors in the first nine months of 2024, a 22% increase from the same period in 2023. With over five million total arrivals in 2023, Cambodia is on a positive trajectory. However, this is a fraction of Thailand’s extraordinary over thirty five million million visitors in 2024, showcasing Thailand’s dominance in attracting international travelers.
Tourism Revenue Still Modest
Cambodia generated $3.08 billion in tourism revenue in 2023, reflecting steady growth as the sector recovers. Yet, when compared to Thailand’s massive 1.8 trillion Baht ($50 billion) in 2024, Cambodia’s earnings underscore the gap in scale and appeal. Cambodia’s potential for higher revenues remains untapped due to its smaller visitor base and limited global outreach.
Hotel Occupancy Rebounding Slowly
Hotel occupancy in Cambodia remains below optimal levels, hovering around 65-70% over the last decade, with sharp declines during the pandemic. While there are signs of recovery, these figures remain significantly lower than Thailand’s robust 69.33% in 2023, indicating Thailand’s superior ability to attract and accommodate visitors at scale.
Tourism Rooted in Regional Visitors
Cambodia’s top visitor sources remain regional, with China leading the pack in 2019 and neighboring countries like Thailand and Vietnam contributing significantly. While regional tourism is strong, Cambodia struggles to match Thailand’s global appeal, which draws millions from across Asia, Europe, and the Americas.
Cambodia’s Visa-Free Policy: A Regional Focus
Cambodia offers visa-free travel to citizens of 11 countries, primarily focusing on its neighbors and key regional partners. Travelers from Southeast Asia, including Thailand, Vietnam, Malaysia, and Indonesia, enjoy seamless access, strengthening ties within the ASEAN region.
The policy also extends to nearby nations like the Maldives and Seychelles, as well as regional hubs such as Singapore and Brunei, fostering ease of travel across Asia. This strategic focus promotes regional tourism and reinforces Cambodia’s position as a cultural and historical destination in Southeast Asia.
Why Thailand Stands Tall
Cambodia boasts rich cultural heritage sites like Angkor Wat, which attract history enthusiasts worldwide. However, limited infrastructure, fewer flight connections, and less diverse attractions make it less competitive compared to Thailand’s vast tourism ecosystem. Thailand’s affordability, accessibility, and world-renowned hospitality further solidify its edge.
Cambodia has tremendous potential in the Asia-Pacific tourism market but needs to focus on diversifying its visitor base, enhancing infrastructure, and improving international marketing to compete with regional leaders like Thailand. For now, Thailand remains far ahead in every measurable aspect.
Cambodia: A Land of Ancient Wonders
- Siem Reap – Gateway to Angkor
Home to the world-famous Angkor Wat, Siem Reap is Cambodia’s top tourist destination. Explore the temples, enjoy the vibrant night markets, and experience traditional Apsara dance performances. - Phnom Penh – The Capital of History
Cambodia’s capital offers a mix of history and modernity. Visit the Royal Palace, the Silver Pagoda, and the sobering Tuol Sleng Genocide Museum to understand Cambodia’s past and present. - Sihanoukville – A Coastal Escape
Known for its beaches and nearby islands, Sihanoukville offers relaxation by the sea. Take a ferry to Koh Rong or Koh Rong Samloem for pristine white sand and turquoise waters.
Maldives: Exclusive Luxury but Outpaced by Thailand
Tourist Arrivals in Steady Growth
The Maldives welcomed over two million tourists by December 29, 2024, marking a steady rise from approx. two million in 2023 and approx. two million in 2022. While impressive for its niche market, these numbers remain far behind Thailand’s over thirty five million million in 2024. The Maldives’ focus on luxury and exclusivity limits its volume, contrasting with Thailand’s broader appeal.
Revenue Reflecting Niche Focus
Tourism receipts in the Maldives reached $503 million in 2023, a reflection of its high-value, low-volume strategy. While this aligns with its luxury market positioning, the figure pales in comparison to Thailand’s 1.8 trillion Baht ($50 billion) revenue in 2024. The Maldives excels in generating revenue per visitor but cannot compete with Thailand’s scale.
Hotel Occupancy Rates Driven by Resorts
The Maldives recorded improving occupancy rates in 2024, with resort occupancy reaching 76.5% in August. However, this remains focused on high-end travelers. Thailand, on the other hand, accommodates a wide range of tourists, achieving a 69.33% occupancy rate in 2023 while catering to millions more visitors.
Visitor Base Highlights Regional Reliance
The Maldives primarily attracts tourists from China, Russia, and the UK. While these markets contribute significantly, the visitor base is narrower than Thailand’s, which draws millions from Asia, Europe, and the Americas. This limited diversity restricts the Maldives’ ability to grow beyond its niche appeal.
Maldives Visa-Free Policy: A Global Welcome
The Maldives stands out as one of the most accessible destinations, offering visa-free or visa-on-arrival access to travelers from 198 countries worldwide. Its policy reflects a commitment to fostering international tourism and seamless travel. Visitors from Europe, including nations like Germany, France, Italy, and smaller states such as Monaco and Liechtenstein, enjoy effortless entry. Key Asian markets such as China, Japan, India, and South Korea are also included, strengthening ties across the region.
The policy extends to North and South America (e.g., United States, Canada, Brazil), Oceania (e.g., Australia, New Zealand, Fiji), and Africa, welcoming travelers from countries like South Africa, Kenya, and Egypt. By ensuring ease of access for such a diverse range of travelers, the Maldives reinforces its position as a premier global destination, inviting everyone to enjoy its iconic overwater villas, pristine beaches, and turquoise waters.
Why Thailand Continues to Lead
The Maldives offers unparalleled luxury, with overwater villas and pristine beaches that cater to a premium segment of travelers. However, Thailand’s diverse offerings—spanning luxury, budget, culture, and adventure—make it accessible to a much larger audience. Additionally, Thailand’s affordability and vibrant cities add layers of appeal that the Maldives cannot replicate.
The Maldives excels in its luxury market, but its reliance on exclusivity limits its ability to compete with Thailand’s comprehensive approach to tourism. Expanding its offerings while maintaining its luxury appeal could help the Maldives attract a broader range of travelers. For now, Thailand remains the undisputed leader in the region.
Maldives: A Haven for Luxury Seekers
- Malé – The Bustling Capital
The Maldivian capital offers a glimpse into local life, with attractions like the Maldives National Museum, the Grand Friday Mosque, and vibrant fish markets. - Maafushi – Accessible Paradise
One of the most popular inhabited islands, Maafushi offers budget-friendly guesthouses, stunning beaches, and water sports, giving a more affordable taste of the Maldives. - Baa Atoll – A UNESCO Biosphere Reserve
Known for its luxury resorts and rich marine biodiversity, Baa Atoll is perfect for diving and snorkeling. Swim with manta rays and enjoy the exclusivity of this pristine haven.
Sri Lanka: A Resilient Recovery but Still Behind Thailand
Tourist Arrivals Regaining Momentum
Sri Lanka marked a milestone in 2024, welcoming its two millionth visitor by December 26. This is a significant improvement from over one million in 2023 and approx. one million in 2022. However, these figures remain modest compared to Thailand’s over thirty five million arrivals in 2024, highlighting Thailand’s ability to attract a much larger volume of international tourists.
Tourism Revenue Reflects Growth
Sri Lanka generated $2.07 billion in tourism revenue in 2023, signaling a steady recovery. While this growth is promising, it remains far below Thailand’s 1.8 trillion Baht ($50 billion) in 2024. Sri Lanka’s economic challenges and smaller visitor base limit its ability to generate substantial revenue from tourism.
Hotel Occupancy Rates Still Lagging
Sri Lanka’s hotel room occupancy rate improved to 39% in 2023, up from 30.4% in 2022, but still far from pre-pandemic levels. In contrast, Thailand achieved a robust 69.33% occupancy rate in 2023, reflecting its success in accommodating a significantly larger influx of tourists.
Visitor Base Concentrated Regionally
India was Sri Lanka’s largest source of visitors in 2023, accounting for 302,844 arrivals, followed by Russia, the UK, Germany, and China. While these markets are vital, Sri Lanka’s reliance on a smaller pool of source countries limits its potential compared to Thailand’s diverse visitor base that spans Asia, Europe, and the Americas.
Sri Lanka’s Visa-Free Policy: Bridging Continents
Sri Lanka’s visa-free program welcomes travelers from 35 countries, showcasing its strategic focus on both traditional and emerging markets. Major sources like India, China, and Russia are included, alongside key European nations such as Germany, France, and the United Kingdom. The program also extends to Asia-Pacific countries like Japan, Thailand, and Australia, and to Middle Eastern nations including Saudi Arabia and the United Arab Emirates.
This diverse selection not only ensures a steady flow of visitors year-round but also reduces reliance on any single market. By targeting high-volume countries while expanding outreach to Europe and Asia, Sri Lanka strengthens its position as a must-visit destination, offering a seamless travel experience to millions.
Why Thailand Dominates
Sri Lanka offers a rich cultural heritage, breathtaking landscapes, and a growing reputation as a wellness destination. However, political instability, economic challenges, and limited infrastructure have hindered its growth. Thailand’s comprehensive tourism ecosystem, which includes vibrant cities, pristine beaches, and rich cultural experiences, along with strong marketing, makes it a global favorite.
Sri Lanka is making strides in its recovery but faces significant hurdles in competing with Thailand. By addressing infrastructure gaps, improving international marketing, and diversifying its visitor base, Sri Lanka can better leverage its unique offerings. Until then, Thailand’s dominance remains unchallenged.
Sri Lanka: Island of Serendipity
- Colombo – The Urban Gateway
Sri Lanka’s capital offers a mix of colonial architecture, vibrant markets, and modern malls. Visit the Gangaramaya Temple and enjoy a sunset stroll along Galle Face Green. - Kandy – The Cultural Heart
Nestled in Sri Lanka’s central hills, Kandy is home to the sacred Temple of the Tooth Relic and the stunning Kandy Lake. Explore the city’s rich history and scenic beauty. - Galle – A Coastal Gem
Known for the UNESCO-listed Galle Fort, this coastal city offers a blend of Dutch colonial charm and picturesque beaches. Wander its cobblestone streets and enjoy the seaside vibe.
Kazakhstan: Emerging Strong but Falling Behind Thailand
Tourist Arrivals Nearly Double
Kazakhstan welcomed over eleven million foreign tourists in 2024, a significant leap from over nine million in 2023 and approx. five million in 2022. This growth highlights Kazakhstan’s rising appeal, but it remains far behind Thailand’s over thirty five million visitors in 2024. Thailand’s well-established tourism infrastructure and global appeal give it a decisive edge.
Revenue Growth Shows Potential
Kazakhstan’s tourism sector generated an estimated $1.8 billion in revenue in 2024, reflecting a 20% year-on-year increase. While this is an encouraging sign of progress, it is dwarfed by Thailand’s 1.8 trillion Baht ($50 billion) in the same period, illustrating the gap in scale and global reach between the two countries.
Hotel Occupancy Rates See Variations
Hotel occupancy rates in Kazakhstan vary by region, with Almaty leading the way at 70.3% for five-star hotels in 2024. The national average, however, stands at 52.5%. While these figures signal growth, they remain significantly below Thailand’s 69.33% occupancy rate in 2023, showcasing Thailand’s superior ability to attract and accommodate a larger volume of tourists.
Visitor Sources Highlight Regional Reliance
Kazakhstan’s tourist arrivals are heavily influenced by neighboring countries, including Russia, China, and Uzbekistan, with a growing influx from Europe and the Middle East. However, this regional reliance contrasts with Thailand’s global appeal, which draws millions of visitors from Asia, Europe, the Americas, and beyond.
Kazakhstan’s Visa-Free Policy: Expanding Global Connections
Kazakhstan offers visa-free travel to citizens of 41 countries, reflecting its commitment to fostering international tourism and regional ties. In Europe, countries like Russia, Belarus, and Georgia enjoy extended visa-free stays, with Georgian citizens allowed up to a year of unlimited visits. Key partners in Asia, including China, Turkey, and Armenia, also benefit from simplified entry.
The policy extends to the Americas, welcoming visitors from Argentina, Brazil, and Ecuador, as well as Oceania, with nations like the Cook Islands and Micronesia included. In Africa, travelers from Namibia and Seychelles enjoy visa-free access. This diverse approach strengthens Kazakhstan’s global tourism appeal, encouraging cultural exchange and economic collaboration across continents.
Why Thailand Stays Ahead
Kazakhstan offers unique attractions such as vast steppes, rich history, and eco-tourism opportunities. However, it faces challenges such as limited global marketing, infrastructure gaps, and a lack of diversified offerings. Thailand’s unmatched tourism ecosystem, from budget-friendly options to luxury experiences, allows it to cater to a wider audience, keeping it far ahead.
Kazakhstan is emerging as a promising player in the Asia-Pacific tourism market. To compete with leaders like Thailand, it will need to expand its global visibility, enhance its infrastructure, and diversify its offerings to attract more international tourists. For now, Thailand remains the benchmark for success in the region.
Kazakhstan: Where Modern Cities Meet Timeless Landscapes
- Almaty – The Cultural and Economic Hub
Kazakhstan’s largest city offers a stunning mix of modern skyscrapers and natural beauty. Visit the Central State Museum, enjoy panoramic views from Kok-Tobe Hill, or ski in the nearby Shymbulak Resort. - Nur-Sultan (Astana) – The Futuristic Capital
Known for its futuristic architecture, Nur-Sultan showcases landmarks like the Bayterek Tower, Nur-Astana Mosque, and Khan Shatyr Entertainment Center. This city symbolizes Kazakhstan’s rapid development. - Shymkent – A Gateway to Adventure
Shymkent is a lively city with a rich Silk Road history. It’s the perfect base to explore nearby Sayram-Ugam National Park and the ancient ruins of Otrar.
Mongolia: Promising Growth but No Match for Thailand
Tourist Arrivals on the Rise
Mongolia welcomed 436,617 international visitors in the first seven months of 2024, marking a significant improvement from 590,000 in 2023 and 290,000 in 2022. While this growth is encouraging, it remains a fraction of Thailand’s over thirty five million arrivals in 2024, highlighting Mongolia’s small-scale tourism sector.
Tourism Revenue Reflects Limited Scale
Mongolia generated $1.2 billion in tourism revenue in 2023, showcasing steady recovery. However, this pales in comparison to Thailand’s 1.8 trillion Baht ($50 billion) in 2024. Mongolia’s limited infrastructure and seasonal tourism restrict its ability to capitalize on its unique offerings.
Hotel Occupancy Rates Indicate Opportunities
Mongolia’s hotel occupancy rates remain inconsistent, reflecting the country’s limited tourist inflow. While specific 2024 figures are unavailable, the data suggest that Mongolia’s hospitality sector has room for growth, especially when compared to Thailand’s strong 69.33% hotel occupancy rate in 2023.
Visitor Base Focused Regionally
Mongolia’s primary tourist sources include Russia, China, and South Korea. While these regional markets are vital, Mongolia lacks the global reach that Thailand enjoys. Thailand’s ability to attract millions from diverse regions positions it as a truly international destination.
Mongolia’s Visa-Free Access: Bridging Continents
Mongolian citizens enjoy visa-free travel to 64 countries, expanding their global travel opportunities. In Asia, destinations like Thailand, Malaysia, Singapore, and Uzbekistan are easily accessible, alongside regional neighbors such as Kazakhstan and Kyrgyzstan. Europe includes key partners like Russia, Türkiye, and Serbia, fostering stronger regional ties.
Travel options extend to Africa, with visa-free access to Seychelles, Mauritius, and Kenya, and to Oceania, covering nations like Micronesia, Samoa, and Tuvalu. In the Americas, Mongolians can visit countries like Argentina, Brazil, Cuba, and Panama without a visa. This diverse range of destinations enhances outbound tourism opportunities and strengthens Mongolia’s global connectivity.
Why Thailand Leads the Pack
Mongolia’s untouched natural beauty, nomadic culture, and adventure tourism appeal to a niche audience. However, its limited infrastructure, harsh climate, and lack of aggressive marketing hinder its ability to compete with Thailand. Thailand’s diverse attractions, ease of travel, and extensive tourism infrastructure give it a commanding advantage in the region.
Mongolia holds unique appeal for adventurous travelers but must overcome significant challenges to compete with tourism powerhouses like Thailand. By improving accessibility, diversifying offerings, and expanding its global marketing efforts, Mongolia could unlock its potential. Until then, Thailand’s dominance in the Asia-Pacific tourism sector remains unchallenged.
Mongolia: A Land of Nomads and Natural Wonders
- Ulaanbaatar – The Dynamic Capital
Mongolia’s capital is a fascinating blend of tradition and modernity. Visit Gandan Monastery, Sukhbaatar Square, and the National Museum of Mongolia to dive into the country’s rich culture and history. - Karakorum – A Glimpse into Mongolia’s Past
The ancient capital of the Mongol Empire is home to the iconic Erdene Zuu Monastery and a gateway to exploring the scenic Orkhon Valley, a UNESCO World Heritage Site. - Dalanzadgad – Gateway to the Gobi Desert
This town serves as the starting point for exploring Mongolia’s famed Gobi Desert. Discover the Flaming Cliffs, sand dunes, and the stunning Yolyn Am gorge.
New Zealand: A Scenic Paradise but Behind Thailand
Tourist Arrivals Show Steady Growth
New Zealand expects to welcome over five million international visitors in 2024, continuing its recovery from approx. three million in 2023 and over one million in 2022. Despite these gains, New Zealand’s numbers remain far behind Thailand’s staggering over thirty five million visitors in 2024, underscoring the disparity in scale and appeal between the two destinations.
Revenue Driven by High-Value Visitors
New Zealand’s tourism revenue is forecasted to reach $14.8 billion in 2024, reflecting its focus on attracting high-value travelers. However, this figure is eclipsed by Thailand’s 1.8 trillion Baht ($50 billion) in 2024, showcasing Thailand’s ability to generate significantly higher revenue by appealing to a broader and more diverse audience.
Hotel Occupancy Rates Indicate Recovery
New Zealand’s hotel occupancy rate in 2024 averaged 70%, showing a notable recovery from pandemic lows but still below pre-pandemic levels. While these numbers are commendable, they are comparable to Thailand’s 69.33% occupancy rate in 2023, achieved with a much larger tourist volume.
Visitor Sources Highlight Regional Strength
Australia remains New Zealand’s largest source of tourists, contributing over 1.26 million visitors in 2023. Other key markets include the United States, the United Kingdom, China, and India. While New Zealand attracts affluent travelers from these regions, it lacks the global reach and sheer numbers that Thailand achieves with its diverse appeal.
New Zealand’s Visa-Free Travel Policy: Seamless Access for Travelers
New Zealand offers visa-free entry to travelers from 148 countries, making it one of the most accessible destinations in the world. Citizens from nations like the United States, Canada, the United Kingdom, and most European Union countries can visit for up to three months, provided they obtain an NZeTA (New Zealand Electronic Travel Authority) before traveling. British citizens enjoy even greater flexibility with stays of up to six months.
The policy extends to major Asian economies such as Japan, South Korea, and Singapore, as well as countries in Oceania like Australia and Fiji, and parts of the Americas, including Argentina, Brazil, and Mexico. By simplifying entry requirements, New Zealand strengthens its global appeal, encouraging more travelers to explore its stunning landscapes, vibrant cities, and unique cultural experiences.
New Zealand: Where Nature Takes Center Stage
- Auckland – The City of Sails
New Zealand’s largest city is surrounded by water and dotted with volcanic hills. Explore the Sky Tower, Auckland Museum, and nearby Waiheke Island for wine and beaches. - Queenstown – The Adventure Capital
Nestled on Lake Wakatipu, Queenstown is a haven for thrill-seekers. Try bungee jumping, skiing, or jet boating, and enjoy stunning views from the Skyline Gondola. - Rotorua – A Geothermal Wonderland
Known for its geysers, mud pools, and Maori culture, Rotorua offers unique natural and cultural experiences. Don’t miss Te Puia and the Wai-O-Tapu Thermal Wonderland.
“Thailand’s success in the Asia-Pacific tourism sector is rooted in its ability to adapt to traveler needs and remove barriers to entry. By offering seamless travel experiences, investing in infrastructure, and enhancing its reputation as a tourist-friendly destination, Thailand has positioned itself as a top choice for international visitors. This strategic focus on accessibility and convenience has helped it outpace regional competitors, attracting millions more travelers each year.” says Mr. Anup Kumar Keshan CEO and Editor in Chief of TTW
Why Thailand Outpaces New Zealand
New Zealand offers unparalleled natural beauty, from the fjords of Milford Sound to the geothermal wonders of Rotorua. However, its remote location, higher costs, and niche market positioning limit its appeal compared to Thailand’s accessible, affordable, and diverse offerings. Thailand’s vibrant cities, cultural heritage, and extensive infrastructure give it a broader and more consistent edge in the tourism sector.
New Zealand remains a sought-after destination for nature lovers and adventure seekers, but its niche focus and smaller scale make it less competitive with tourism giants like Thailand. Expanding its marketing efforts and diversifying its offerings could help New Zealand bridge the gap, but for now, Thailand remains the leader in the Asia-Pacific tourism race.
Tags: Anup Kumar Keshan TTW, Asia-Pacific, Australia, Cambodia, India, Indonesia, Japan, kazakhstan, Malaysia, Maldives, Mongolia, New Zealand, Singapore, South korea, Sri Lanka, Thailand Tourism , Vietnam