As the Year of the Dragon comes to an end, Thailand is being decked out with lights and entertainment to create a joyful mood for all to enjoy countdown festivities. This year, soft power remains key in promoting tourism and culture as tourists seek fresh ways to experience local life and distinct culinary journeys.
According to Euromonitor International’s report, Bangkok has risen to the top 10 cities in the world for international arrivals, with an unprecedented 32.4 million visits this year. The list includes cities such as Istanbul (23 million), London (21.7 million), Hong Kong (20.5 million) and Mecca (19.3 million). After surpassing pre-pandemic tourism numbers in 2023, the city’s foreign visitor traffic increased by an astounding 37% this year.
(Photo: Apichart Jinakul)
Yet, Bangkok does not place in the top 10 overall attractiveness ranking, which includes Paris, Madrid, Tokyo, Rome and Milan when considered across six major pillars — economic and business performance; tourism performance; infrastructure; tourism policy and attractiveness; health and safety; and sustainability.
Recently, Agoda also released its 2025 Travel Trend survey which showed that the top travel motivations are excitement about exploring new places, family vacations and relaxation. Furthermore, 6% of Thai tourists intend to work from home in order to take more trips.
Life looks back on the colourful scenes of Thai tourism this year.
Yaowarat Road.
Lisa boosts appeal of Chinatown
Recognised as Bangkok’s largest Chinese community and a popular spot for street food, Yaowarat rose to international prominence after appearing in the Rockstar music video by Lalisa “Lisa” Manobal, which has 240 millions views on YouTube to date. As fans from all over the world followed her, Chinatown instantly became the site of a check-in frenzy.
The Tourism Authority of Thailand took this opportunity to promote other neighbouring attractions like Sampheng market, Talat Noi, Song Wat Road and Wang Burapha on its social media platforms.
TAT governor Thapanee Kiatphaibool said the music video is akin to tourism promotion through the entertainment industry. It helps boost the country’s image, raise awareness and reach a wider audience. Local businesses are expected to upgrade the quality of their goods and services to respond to the demands of foreign visitors.
Back in the reign of King Rama V, it took eight years to construct Yaowarat Road to connect with Charoen Krung. This 1.5km road has evolved into a bustling commercial centre with a string of classic shophouses, herbal stores, gold shops, the old market, stunning Chinese temples, restaurants and teahouses as well as chic boutique hotels, making it a great place to see the coexistence of the old and new.
Phu Phra Bat Historical Park.
Phu Phra Bat designated World Heritage Site
Like Si Thep Historical Park
Read More