In 2022, the tourism industry contributed around *** trillion Thai baht to Thailand's GDP. This was a significant increase compared to the previous year. Economic impact of tourismThailand is one of the most popular tourist destinations in the world. It is known for its beautiful beaches and nature, the hospitality of the people, and its rich historical sites. Unsurprisingly, the tourism industry is a major contributor to the country’s economy. In 2022, the tourism industry directly contributed **** percent to the gross domestic product (GDP) in Thailand, due to the COVID-19 pandemic and strict travel restrictions. Tourism is also one of Thailand’s largest sectors of employment, and it ranked seventh in terms of having the highest number of people employed in the tourism industry worldwide in 2022. Domestic tourism amidst Covid-19 pandemic After the COVID-19 pandemic, international arrivals in Thailand are permitted again. Therefore, the Tourism Authority of Thailand encouraged millions of international, as well as domestic travelers, to travel to Thailand. Among other regions in Thailand, Bangkok and the central region generated the highest revenue from local visitors, with the northern region coming in third.

In 2022, the tourism industry contributed around **** percent to Thailand's GDP, which increased from the previous year. In that same period, the total value of Thailand's GDP was almost ************ billion U.S. dollars. ​ Thailand's tourism industry has been heavily affected by the COVID-19 pandemic. However, it is currently recovering after the government relaxed COVID-19 regulations and promoted tourism. The economic contribution of travel and tourism in Thailand Thailand is recognized as one of the most popular tourist destinations worldwide. ​Travel and tourism play a significant role in supporting Thailand's economy. In 2022, these industries' contribution to the country’s GDP reached over one trillion Thai baht. Thailand's tourism industry also provided nearly ***** million jobs in the country, ranking fifth in terms of the highest number of people employed in the tourism industry in the Asia-Pacific region in 2022. Inbound tourism in Thailand Thailand's economy relies heavily on international tourism. The tourist economy of the country has been recovering steadily since the country allowed international tourist arrivals again in 2022. In 2023, Thailand welcomed around ** million international tourists, which was more than double the previous year. ​In that same year, the total revenue generated by international tourist arrivals in the country reached more than one hundred billion Thai baht on a nearly monthly basis, giving the country a total revenue of over one trillion Thai baht for the entire year.

At the beginning of 2020, the tourism industry across the Asia Pacific region experienced the consequences of the unexpected outbreak of the novel coronavirus (COVID-19). Indonesia displayed a decrease of **** percent in terms of its tourist arrivals. The likes of China, Vietnam, and Thailand all demonstrated dramatic tourist arrival decreases.

Travel cancellations

The outbreak of COVID-19, a respiratory lung infection, originating in Wuhan, China, began to spread just before the Chinese New Year of 2020. Consequently, travel restrictions and increased infection cases hindered plans over the festive period. This in turn resulted in both domestic and international travel cancellations and subsequent losses to the tourism industry. As anxiety over the COVID-19 outbreak grew in 2020, citizens of the Asia Pacific region even stated that flights from China should be banned. Importance of Chinese tourism in Asia Pacific

China is renowned for its economic dominance within the Asia Pacific region. Its thriving economy has allowed for an increased level of affluence among its citizens. Wage increases have allowed Chinese people to travel more frequently, with many opting to travel within the Asia Pacific region. Through increased domestic tourism, many countries across Asia Pacific have come to rely on Chinese tourism to support their respective tourism industries. Interestingly, Chinese tourism alone made great contributions to many of the Asia Pacific GDPs in 2018. As the tourism industry represents a significant part of the GDPs in Hong Kong, Singapore, and Thailand, it is believed that these economies have suffered greatly due to the COVID-19 outbreak. Although there have been outbreaks of infection previously, which have disrupted the tourism industry in Asia Pacific, none have been quite as severe as the COVID-19 outbreak. This is likely due to the fact that previously Asia Pacific tourism industries were not as reliant on Chinese tourism as they have been in recent years.

Estimated change in Thailand’s GDP associated with a dengue outbreak due to reduced tourist arrivals from non-endemic countries in 2019 using alternative input values for reduced tourist arrivals.

In 2024, almost ** million foreign tourists from Asia and the Pacific region visited Thailand, making it the leading source market of international visitor arrivals into the country. This was followed by European tourists, with a total of over seven million visitors. During that year, there were about **** million international visitors in Thailand.

Thailand’s main economic driver Tourism has a considerable economic impact on the country. In the past years, the COVID-19 pandemic heavily affected the tourism industry. However, Thailand's tourist economy has been recovering steadily since the country allowed international tourist arrivals again in 2022. In 2024, the total tourism revenue generated by international tourist arrivals in Thailand exceeded *********** billion Thai baht on a monthly basis, resulting in a revenue of over one trillion Thai baht for the entire year. Bangkok and the southern part of Thailand were the leading provinces in terms of the tourism revenue generated from foreign visitors, with over ************ billion Thai baht. Almost seven hundred billion Thai baht was generated from foreign tourists in the southern part of Thailand and Bangkok, making them the top regions for tourism revenue generation.

International air travel into Thailand Since Thailand reopened its borders to tourists, the aviation industry has been recovering. The number of international flights arriving in Thailand has increased significantly since 2021. In 2024, over ** million international visitors passed through Suvarnabhumi Airport, the leading Thai airport for inbound travel.

Estimated effect of a dengue outbreak in Thailand through reduced tourist arrivals from non-endemic countries on macroeconomic outcomes in 2019.

The Thai hospitality industry, valued at $1.42 billion in 2025, is projected to experience robust growth, boasting a compound annual growth rate (CAGR) of 5.67% from 2025 to 2033. This expansion is fueled by several key drivers. The country's enduring popularity as a tourist destination, bolstered by its rich culture, stunning beaches, and vibrant cities, remains a primary force. Furthermore, strategic investments in infrastructure improvements, including airport expansions and enhanced transportation networks, are facilitating easier access and enhancing the overall visitor experience. Government initiatives promoting sustainable tourism and the development of niche markets, such as wellness tourism and eco-tourism, are also contributing to the sector's growth. Increased international flight connectivity and targeted marketing campaigns further amplify the industry's attractiveness to both leisure and business travelers. The sector is witnessing a rise in demand for luxury accommodations and unique experiences, driving innovation and higher spending per traveler. Competitive pricing strategies employed by established players like Marriott International, Accor SA, and Centara Hotels, alongside the emergence of boutique hotels and unique accommodation offerings, are shaping the competitive landscape. However, the industry is not without its challenges. Fluctuations in global economic conditions, particularly impacting international travel, and potential disruptions from unforeseen events like pandemics or geopolitical instability, pose significant risks. Maintaining a sustainable balance between economic growth and environmental protection remains crucial, especially given the growing concerns about the environmental impact of tourism. The industry must also address potential labor shortages and skill gaps to ensure service quality and operational efficiency, particularly in the face of increased demand. This requires investment in training and development programs to equip the workforce with the necessary skills to meet the evolving needs of discerning travelers. Competition amongst established and emerging players will continue to drive innovation and efficiency in the sector. Key drivers for this market are: Government Initiatives to Attract Tourism, Growth in Tourism is Driving the Market. Potential restraints include: Sustainability and Competition Threaten Industry Success, Lack Of Skilled Labour Is A Challenge For The Market. Notable trends are: Thailand's Tourism Sector Surges, Aiding Economic Recovery.

Distribution of estimated direct, indirect, induced, and total effects on Thailand’s GDP by industry associated with a dengue outbreak due to reduced tourist arrivals from non-endemic countries in 2019.

With the aid of eight major project contributors who are crucial to the execution of cultural tourism management, the research intends to examine the method of managing cultural tourism in the community and evaluate the socio-economic impact on the community. The engagement of community people is facilitated by spiritual, tourism, and community leaders. 917,149 baht, or 27,792 dollars, is the result of the net present value (NPV) study. The internal rate of return (IRR) or discounted rate of return from implementing this project is 11.32%, which is greater than the interest rate on bank savings, making it a financially prudent investment. Additionally, the project, if continued, would generate an income 2.45 times bigger than its expenses since the ratio of the sum of the present value over the course of the project to the sum of the present value of the cost over the course of the project is 2.45 times.

Overtourism Mitigation Tools Market Outlook

According to our latest research, the Global Overtourism Mitigation Tools market size was valued at $1.2 billion in 2024 and is projected to reach $4.7 billion by 2033, expanding at a robust CAGR of 16.2% during the forecast period of 2025–2033. This impressive growth trajectory is primarily driven by the increasing urgency among governments, tourism boards, and private operators to address the negative impacts of overtourism on local communities, natural environments, and heritage sites. As destinations worldwide grapple with overcrowding and resource depletion, the demand for advanced digital and policy-driven solutions to manage visitor flows and enhance sustainable tourism practices is accelerating rapidly. The integration of smart technologies and data-driven platforms is emerging as a major factor propelling the global overtourism mitigation tools market forward, enabling stakeholders to optimize visitor experiences while ensuring the long-term preservation of valuable tourist sites.

Regional Outlook

Europe currently holds the largest share of the overtourism mitigation tools market, accounting for over 38% of global revenue in 2024. This dominance is attributed to the region’s mature tourism industry, proactive regulatory frameworks, and early adoption of digital management solutions in popular destinations such as France, Italy, and Spain. European governments and city councils have been at the forefront of deploying comprehensive visitor management systems, reservation platforms, and real-time monitoring tools to address the challenges posed by excessive tourist influx. The presence of UNESCO World Heritage sites and a strong commitment to sustainable tourism policies further bolster the demand for innovative overtourism mitigation tools across Europe. As a result, the region continues to attract significant investments in both technology and policy-driven solutions, solidifying its leadership position in the global market.

The Asia Pacific region is poised to be the fastest-growing market, with a forecasted CAGR of 19.4% from 2025 to 2033. This rapid expansion is underpinned by the exponential growth of inbound tourism in countries such as China, Japan, Thailand, and Indonesia, where iconic urban and natural attractions are experiencing unprecedented visitor numbers. Governments and tourism boards in the Asia Pacific are increasingly investing in cloud-based visitor flow monitoring systems, mobile reservation apps, and digital communication tools to address crowd management and environmental preservation. The region’s focus on smart city initiatives, coupled with rising public and private sector collaboration, is accelerating the adoption of overtourism mitigation technologies. Furthermore, the growing awareness of the socio-economic and ecological impacts of overtourism is prompting stakeholders to implement proactive measures, making Asia Pacific a critical growth engine for the market.

Emerging economies in Latin America, the Middle East, and Africa are gradually embracing overtourism mitigation tools, although adoption remains at an early stage compared to developed regions. In these markets, challenges such as limited infrastructure, budget constraints, and varying levels of digital literacy can hinder the widespread deployment of advanced solutions. However, localized demand is rising, particularly in heritage-rich cities and ecologically sensitive areas that are increasingly vulnerable to overtourism pressures. Policy reforms and international partnerships are playing a pivotal role in facilitating technology transfer and capacity building. As these regions continue to integrate sustainable tourism practices and leverage global best practices, the adoption of overtourism mitigation tools is expected to accelerate, albeit at a measured pace relative to established markets.

Report Scope

Attributes	Details
Report Title	Overtourism Mitigation Tools Market Research Report 2033
By Solution Type	Digital Management Platforms, Visitor Flow Monitoring System

The size of the SAVE Tourism Market was valued at USD 3.13 billion in 2023 and is projected to reach USD 6.54 billion by 2032, with an expected CAGR of 11.1 % during the forecast period. SAVE Tourism is a sustainable tourism initiative aimed at promoting responsible travel habits that reduce the environmental and social impacts of tourism. The word SAVE is an acronym for Sustainability, Awareness, Value, and Engagement. The essence of this is maintaining ecological balance while developing meaningful interactions between tourists and the local communities. The initiative encourages travelers to adopt eco-friendly habits such as reducing waste, conserving water, and supporting local businesses. SAVE Tourism also strives to make the community aware of the cultural, environmental, and economic advantages of sustainable tourism. This will save the natural resources and safeguard local heritage for the future by engaging tourists in responsible activities. This trend is highly gaining popularity around the globe in conscious travel, where more tourists are becoming sensitive to their choice in being sustainable. As the tourism industry continues to recover and grow, SAVE Tourism offers a framework for ensuring that travel remains a positive force for both people and the planet. Recent developments include: In June 2024, GoPro, PADI, and the Tourism Authority of Thailand (TAT) collaborated to promote ocean health and sustainable tourism. Activities included GoPro Workshops for capturing underwater beauty and the SeaGlass workshop for repurposing marine debris. The event aimed to inspire responsible travel and marine conservation through storytelling and visual documentation. Additionally, the launch of Thailand's first PADI Instructor course on Koh Tao will enable new instructors to teach the GoPro PADI Distinctive Specialty Course, further supporting marine conservation efforts. , In January 2024, Agoda expanded its partnership with WWF, pledging USD 1 million to support eight conservation projects in Southeast Asia through the Eco Deals Program. Key initiatives include donating USD 1 per booking to conservation efforts and supporting significant milestones such as volunteer training sessions in Singapore, ranger training in Cambodia, reforestation in Indonesia, and successful anti-poaching patrols in Malaysia. , In November 2023, Jersey Overseas Aid (JOA) launched its 2024 volunteering projects, expanding from three to four destinations due to high demand. Volunteers could work on diverse initiatives in Malawi, Kenya, Rwanda, and Nepal, including building schools, supporting local teachers, and constructing sand dams. The program, running for over 50 years, focused on sustainability and impactful volunteer work, fostering long-term community connections and personal development. JOA also planned to introduce online volunteering opportunities in Accountancy and Health by Spring 2024. .

A survey on small and medium enterprises (SMEs) in Thailand in 2021 found that around **** percent of SMEs experienced less income from the COVID-19 pandemic. SMEs are considered one of the most important business sectors in Thailand, contributing a large part to the country's exports and GDP.

 A country driven by small and medium businesses 

SMEs have been regarded as one of the most significant drivers of the Thai economy and contributes to around half of the country’s GDP. Despite being large in numbers, SMEs in Thailand still have limitations in terms of business infrastructure. The government has realized this and thus created the Office of SMEs Promotion as an effort to ease business operations for SMEs. The continuous governmental support and the increased accessibility of starting a business has then led to a substantial increase in SMEs, thus contributing to a stable growth in GDP, especially for the industry and services sector.

 The economic effect on SMEs of COVID-19 

 The COVID-19 pandemic has undeniably affected many SMEs in Thailand. The pandemic has first limited the flow of tourism which then led to a chain effect that disturbed other core sectors. Additionally, stringent government policies towards the pandemic have also directly affected the survivability of SMEs, leading to many businesses being shut down as well as many workers being laid-off. However, private efforts from the businesses itself have managed to sustain its operations for some businesses. One of the most effective practices include finding additional channels of income, especially adapting to online channels.

This research examines the depiction of Thailand on YouTube subsequent to the nation’s decision to legalize recreational marijuana in June 2022. By analyzing 57 video clips recorded between March and September 2022, we investigate the evolution of Thailand’s digital image after the legalization of cannabis in the country. The outcomes of our study demonstrate a predominantly favorable account, highlighting the incorporation of marijuana into Thai society, its therapeutic capabilities, and its potential as a lucrative economic commodity. In intimate connection to elements of the social, physical, and cultural components, the emotional dimension developed as a prevailing theme. Thai residents and government officials were the main influencers in shaping the discussion, representing the prevailing public opinion in support of the choice to legalize marijuana. The prevailing media narratives, which included tourism, celebration, and policy, further emphasized the positive perspective on the advantages of legalizing marijuana. This research emphasizes the profound impact of substantial policy changes on a nation’s international reputation, with Thailand depicted as providing a distinctive combination of cultural heritage and contemporary elements.

The destination wedding market in Thailand is forecasted to approach USD 11.8 Billion by the year 2025, with a CAGR of 8.7%, to surpass USD 27.3 billion by 2035. The growth is driven by couples swapping formal banquet venues for culturally rich ceremonies staged along tranquil beaches, verdant mountain scapes and centuries-old temples.

Attribute	Value
Estimated Thailand Market Size (2025E)	USD 11.8 billion
Projected Thailand Value (2035F)	USD 27.3 billion
Value-based CAGR (2025 to 2035)	8.7%

Footprint of the Thailand Destination Wedding Industry (2024)

Category	Details
Market Value	USD 10.9 billion
Domestic Market Share	35%; boosted by Bangkok and Chiang Mai-based couples
International Market Share	65%; led by couples from India, China, Australia, and the UK
Key Destinations	Phuket, Chiang Mai, Bangkok, Krabi , Koh Samui , Ayutthaya
Economic Impact	Supports over 1.4 million jobs across event planning, wellness, hospitality
Key Trends	Buddhist rituals, jungle elopements, zero-waste weddings
Top Wedding Seasons	November-February (cool dry season); surges during Songkran and Loy Krathong

Domestic vs International Destination Wedding Ratios in Top Thai Provinces

Province	Domestic : International Ratio
Phuket	20 : 80
Chiang Mai	40 : 60
Bangkok	35 : 65
Krabi	25 : 75
Koh Samui	15 : 85
Ayutthaya	45 : 55

This research examines the depiction of Thailand on YouTube subsequent to the nation’s decision to legalize recreational marijuana in June 2022. By analyzing 57 video clips recorded between March and September 2022, we investigate the evolution of Thailand’s digital image after the legalization of cannabis in the country. The outcomes of our study demonstrate a predominantly favorable account, highlighting the incorporation of marijuana into Thai society, its therapeutic capabilities, and its potential as a lucrative economic commodity. In intimate connection to elements of the social, physical, and cultural components, the emotional dimension developed as a prevailing theme. Thai residents and government officials were the main influencers in shaping the discussion, representing the prevailing public opinion in support of the choice to legalize marijuana. The prevailing media narratives, which included tourism, celebration, and policy, further emphasized the positive perspective on the advantages of legalizing marijuana. This research emphasizes the profound impact of substantial policy changes on a nation’s international reputation, with Thailand depicted as providing a distinctive combination of cultural heritage and contemporary elements.

Bungee Jumping Market Outlook

According to our latest research, the global bungee jumping market size reached USD 1.25 billion in 2024, reflecting the growing appetite for adventure tourism and extreme sports worldwide. The market is projected to expand at a robust CAGR of 10.2% from 2025 to 2033, reaching an estimated USD 3.03 billion by 2033. This dynamic growth is fueled by increasing consumer interest in unique adrenaline-based experiences, the proliferation of adventure tourism destinations, and supportive government initiatives to boost tourism infrastructure.

One of the primary growth drivers for the bungee jumping market is the rising popularity of adventure tourism among millennials and Generation Z. These demographic cohorts are increasingly seeking experiences over material possessions, with bungee jumping serving as a quintessential thrill-seeking activity. Social media platforms have amplified this trend, as participants share their jumps, inspiring others and creating a viral effect that draws more individuals to the sport. Additionally, the expansion of travel options and greater disposable incomes in emerging economies are contributing to the surge in demand, as more people are able to access and afford such adventure experiences.

Technological advancements and safety innovations are also propelling the bungee jumping market forward. Modern bungee equipment, including advanced harnesses, cords, and safety protocols, have significantly reduced the risk associated with the activity, making it more appealing to a broader audience. Operators are investing in staff training and certification, further enhancing the perception of safety and professionalism in the industry. Moreover, the development of new jump sites in scenic and iconic locations, such as bridges, cranes, and buildings, is enticing tourists and adventure enthusiasts to try bungee jumping in diverse environments, further expanding the market’s reach.

Strategic partnerships between adventure sports operators, travel agencies, and tourism boards are creating synergistic opportunities for growth in the bungee jumping market. Governments in key regions are recognizing the economic benefits of adventure tourism, offering incentives and streamlined regulations to attract both domestic and international tourists. This has led to the emergence of bungee jumping as a highlight in many adventure tourism packages, especially in regions with natural or architectural landmarks that provide visually stunning jump sites. Furthermore, the integration of online booking platforms and digital marketing strategies is simplifying the customer journey, making it easier for enthusiasts to discover, book, and share their bungee jumping experiences.

Regionally, Asia Pacific stands out as the fastest-growing market, driven by rising tourism in countries like China, India, and Thailand, coupled with government efforts to promote adventure sports. Europe remains a significant market, underpinned by established sites in Switzerland, France, and the United Kingdom, while North America continues to see steady growth thanks to a well-developed adventure tourism industry in the United States and Canada. Meanwhile, emerging markets in Latin America and the Middle East & Africa are beginning to invest in adventure tourism infrastructure, presenting new opportunities for market expansion.

Jump Type Analysis

The jump type segment of the bungee jumping market is diverse, encompassing crane bungee jumping, bridge bungee jumping, building bungee jumping, and other innovative formats. Bridge bungee jumping remains the most popular and iconic form, accounting for the largest share of the market in 2024. Bridges offer natural height and scenic backdrops, making them attractive for both operators and participants. Notable sites like the Kawarau Bridge in New Zealand and the Bloukrans Bridge in South Africa have become global landmarks, drawing thousands of jumpers annually. The enduring appeal of bridge jumps is also supported by well-established safety protocols and the ability to accommodate large groups, making them ideal for both individual thrill-seekers and organized tours.

Crane bungee jumping has gained traction in urban settings and at temporary events, such as festivals and corporate gatherings. This format allows operators to set up jumps in city centers or a

In 2022, the gross provincial product (GPP) growth in Phuket grew by ***** percent compared to the previous year. Due to the heavy reliance of Phuket's economy on tourism, the absence of tourists in 2020 and 2021 had a significant impact on the province's GPP growth.