The convenience of air travel and cruise ships, along with the trend of health tourism, are driving the number of tourists to grow continuously in the first half of 2025 by 9% Banyan Tree Koh Samui is a hotel under the Asset World Corporation (AWC), a leading business group in Thailand.

The hotel and tourism market in Koh Samui has shown strong growth in the first 4 months of 2025, driven by the continuous increase in air and cruise ship passengers, as evidenced by stable hotel performance indicators and travelers from Europe arriving in Koh Samui.

From January to April 2025, Samui International Airport recorded a total of 1,127,832 incoming passengers, an increase of 9% compared to the same period in 2024. This figure continues the positive trend from 2024, which saw a total of 2.78 million air passengers throughout the year, a 21% increase from the previous year and exceeding pre-pandemic levels in 2019, according to the latest report from Samui Hotel & Tourism Market Review 2025 by C9 Hotelworks.

The cruise tourism sector is another key factor driving overall growth. In the first 4 months of 2025, Koh Samui welcomed 35 cruise ships and a total of 65,792 passengers, a 6% increase year-on-year. In 2024, Samui hosted 50 cruise ships, nearly doubling from the previous year.

Mr. Bill Barnett , Managing Director of C9 Hotelworks, stated: “Koh Samui is increasingly becoming a destination that attracts health-conscious tourists, which is a key driver transforming the island's tourism image. Resorts like Kamalaya continue to lead in tapping into this market segment, characterized by travelers who visit year-round and have longer average stays. Health tourism is a growing trend globally, and Thailand, particularly Koh Samui, is clearly benefiting from this trend. This presents a significant opportunity for sustainable and high-value growth in the service industry.”

The hotel sector continues to show strong potential, with occupancy rates peaking in January 2025, up 8% compared to the same period last year. Although there was a slight slowdown in the first quarter coinciding with the Chinese New Year, the occupancy rate for the entire year of 2024 still increased by 12% compared to 2023. The average daily rate (ADR) also continues to rise, with a 9% year-on-year increase in 2024, and in April 2025, a remarkable growth rate of 21% compared to the same period last year.

Mr. Jesper Palmqvist , Regional Director for Asia Pacific at STR, stated: “The hotel performance in Koh Samui at the beginning of 2025 reflects a stable and satisfactory trend. We see significant growth in both occupancy rates and average daily rates, indicating ongoing demand from the market and a positive pricing environment. The hotel market is not only recovering but also showing structural stability, supported by hotel growth and connections to targeted international markets.”

Europe remains the primary source region for foreign tourists, accounting for 56% of total tourists in 2024. Travelers from Germany, the UK, and France play a significant role in this group. The growth of the European market is driven by expanding codeshare agreements between Bangkok Airways and over 30 international airlines. Another key factor boosting air travel is the services of Scoot (under Singapore Airlines), which not only connects passengers in the region but also allows long-haul travelers to conveniently connect through SQ’s Lion City hub, the main hub of Singapore Airlines in Singapore.

Mr. Remko Kroesen , Regional General Manager of Banyan Tree Samui and Banyan Tree Krabi, stated: “The long-haul travel market has performed excellently this year. It is a key strategic focus for us, and we are very pleased to see our efforts yielding clear results.”

The trend of hotel development in Koh Samui reflects ongoing investor confidence. Currently, Koh Samui has a total of 634 registered accommodation operators, with a total of 24,188 rooms. Although the overall supply remains stable, with a compound annual growth rate (CAGR) of 1% over the past 5 years, several international brand hotels are set to open in the near future, including Nivata Koh Samui (under the Tapestry Collection by Hilton, scheduled to open in Q4 2025) and SO/ by Sofitel, as well as Fivelements Samui, expected to open in 2026.

Ms. Thansita Sirapastuwanon , Director of Sales and Marketing at Centara Reserve Samui, stated: “The pandemic crisis has forced us to redefine luxury through the lenses of safety, sustainability, and innovation. As travel begins to recover, we see demand from both traditional and emerging markets strengthening Koh Samui's position as a leading luxury destination.”

Regarding trends for the remainder of the year, Mr. Bill Barnett from C9 Hotelworks expressed positive confidence that: “If there are no external factors impacting, the strong travel demand from both European and Asian markets, combined with the limited number of new hotels and ongoing infrastructure investment, will support the growth of tourist numbers, occupancy rates, and room prices in Koh Samui throughout the remainder of this year.” You can download and read the full report here.