The Tourism Council of Thailand (TCT) conducted a “Tourism Business Confidence Index” survey in Q4 2025, involving 302 foreign tourists in Bangkok and Chonburi. The survey revealed that while overall safety concerns were moderate, specific issues like scams were highly problematic, and the strength of the Thai baht significantly influenced 90% of visitors’ travel decisions.

Key Points

• The strength of the baht significantly influences 90% of travel decisions, while end-of-year promotions impact 78%. Key development priorities include sustainable management (28%) and promoting local events (26%).
• Awareness about secondary-city tourism is moderate with 72% familiar, but interest varies: 36% want to visit, 51% are unsure, and 13% lack interest. Nearly half have visited, while 49% express interest in visiting.
• Tourists rated satisfaction highly in safety (4.12) and friendliness (4.01). Average spend per person in Q4 2025 was 51,286 baht for a 10.66-night stay, with European tourists spending the most (76,624 baht).

Key Visitor Concerns and Safety: Foreign tourists generally expressed moderate concern about travel safety, with average scores ranging from 2.96 to 3.34. However, certain areas generated higher anxiety:

• Top 5 Concerns:
  • Tourist-targeted scams/fraud (e.g., taxi, tour company scams) – highest concern (score 3.44).
  • Communication barriers with locals or emergency services (score 3.37).
  • Quality of emergency medical services (score 3.31).
  • Being exploited or asked for bribes by officials (score 3.31).
  • Pollution (e.g., PM2.5 or haze) (score 3.21).

Bangkok Travel and Public Transport: Tourists expressed strong agreement that electric rail fares in Bangkok are too expensive (score 3.70). The main issues were repeated entry fees when switching lines (68%) and high single-trip fares for short distances (21%). A significant majority (over 71%) indicated they would purchase a reasonably priced Tourist Pass offering unlimited rides.

• Desired Improvements for the Rail System:
  • English signage and information.
  • Better value for money and fare levels.
  • Improved connections and transfer links to other transport systems.

Awareness and Interest in Secondary City Tourism

A survey on secondary-city tourism revealed that the majority of respondents (72%) have a moderate awareness of this travel niche. Although 36% expressed a desire to visit secondary cities, 51% remained uncertain, indicating a need for increased outreach. Among the respondents, half had previously visited these cities, while another half expressed interest in doing so, illustrating a significant opportunity for tourism in these areas. Despite low levels of disinterest (only 2%), it’s clear that a large portion of potential visitors is still weighing their options.

Visitor Experiences and Spending Patterns

Tourists reported high satisfaction in their experiences in secondary cities, with a feeling of safety scoring the highest at 4.12 out of 5. Factors like friendliness towards foreigners and overall accommodation quality also received favorable ratings.

The average spending per trip in Q4 2025 peaked at 51,286 baht with European tourists reporting the highest expenditure. Independent travelers tended to spend more and stay longer than those opting for tour packages. Currency fluctuations and tourism promotions significantly influenced travel decisions for many respondents, highlighting the importance of cost-effectiveness in their choices.

Development Priorities and Influencing Factors

Respondents prioritized sustainable environmental management (28%) as the most critical factor for future development in secondary cities, followed closely by promoting local activities and improving transport services. Tourism promotions like the Amazing Thailand Countdown were credited with influencing travel decisions for 78% of participants. This underscores the importance of timely events in driving tourism momentum. The findings indicate that while there’s significant potential in secondary city tourism, effective marketing and supportive infrastructure will be essential for attracting and retaining visitors.

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