The Tourism Council of Thailand’s Q4 2025 survey revealed baht strength influences 90% of travel decisions; scams and communication barriers are key concerns. Tourists favor safety, seek better transport fares, with mixed interest in secondary cities.
Key Points
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The Tourism Council of Thailand’s Q4 2025 survey of 302 foreign tourists in Bangkok and Chonburi found that 90% of visitors’ travel decisions were influenced by the Thai baht’s strength, and 78% by end-of-year promotions. Tourists rated safety (4.12) and friendliness (4.01) highly, spending an average 51,286 baht over a 10.66-night stay, with Europeans spending the most.
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Key concerns included scams (highest concern), communication barriers, medical service quality, bribery, and pollution. Bangkok’s electric rail system was seen as expensive, especially due to repeated fare costs when switching lines, and 71% favored a reasonably priced unlimited Tourist Pass. Desired improvements were English signage, better fare value, and improved connections.
- Awareness of secondary-city tourism was moderate (72%), with 36% wanting to visit, 51% unsure, and 13% uninterested. About half had visited secondary cities and another half expressed interest. Key development priorities were sustainable management (28%) and promoting local events (26%).
The Tourism Council of Thailand (TCT) conducted a comprehensive “Tourism Business Confidence Index” survey in the fourth quarter of 2025, engaging 302 foreign tourists primarily in Bangkok and Chonburi. The survey highlighted the nuanced perspectives of international visitors concerning safety, economic factors, and tourism preferences. While general safety concerns were moderate, specific issues such as tourist-targeted scams, including taxi and tour company fraud, emerged as the most prominent worry, scoring highest in the concern metrics. Other significant safety-related anxieties included communication barriers with locals or emergency responders, the perceived quality of emergency medical services, risks of exploitation or bribery by officials, and environmental pollution such as PM2.5 particulates or haze.
Economic considerations played a critical role in shaping travel decisions, with the strength of the Thai baht influencing approximately 90% of respondents, underscoring currency valuation as a pivotal factor in attracting or deterring tourists. End-of-year promotional offers also impacted travel choices for 78% of visitors. Economic and developmental priorities emphasized sustainability and cultural engagement: 28% of tourists identified sustainable management as a key area for improvement, while 26% prioritized the promotion of local events to enhance the visitor experience.
Tourists demonstrated moderate familiarity with secondary-city tourism, with 72% aware of this travel option. However, interest levels revealed a divided outlook—36% expressed definite interest in visiting secondary cities, 51% remained uncertain, and 13% disinterested—highlighting a significant opportunity for targeted marketing and educational campaigns to stimulate interest. Notably, nearly half of the respondents had already experienced secondary-city visits, while nearly half indicated at least some level of intent to explore these destinations in the future.
Satisfaction ratings were notably high in key areas: perceived safety earned a score of 4.12 out of 5, and the friendliness of Thai locals scored 4.01, affirming Thailand’s reputation for hospitality. Average tourist expenditure in the surveyed period was substantial, with individuals spending approximately 51,286 baht over an average stay of 10.66 nights. European tourists were the highest spenders, averaging 76,624 baht per visit, reflecting their significant economic contribution to the sector.
Regarding urban transit, Bangkok’s public transport system drew criticism primarily for its fare structure. A strong consensus (scoring 3.70) was expressed that electric rail fares were excessively high, especially due to repeated charges incurred when switching lines (highlighted by 68% of respondents) and costly single-trip fares for short distances (noted by 21%). Importantly, over 71% of tourists indicated a willingness to purchase a reasonably priced Tourist Pass that would allow unlimited rides, signaling readiness for more cost-effective travel solutions. Desired improvements for the rail system centered on enhanced English-language signage and information, better fare value, and improved connectivity and transfer ease between different transport modes.
In sum, the TCT’s in-depth survey offers a rich portrait of foreign tourists’ perceptions and priorities, demonstrating a balanced blend of economic sensitivity, safety concerns, and receptiveness to expanded tourism options, especially in secondary cities. It also reveals critical areas for infrastructural and service enhancements to maintain Thailand’s competitive appeal in the evolving international travel landscape.
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