• Malaysian tourists are considered an important market for Thailand's tourism sector, but several negative factors have impacted their travel to Thailand.
  • Kasikorn Research Center predicts that in 2025, the number of Malaysians visiting Thailand will decrease by 7% from the previous year, totaling approximately 4.60 million people. Meanwhile, tourism spending is expected to be valued at 96.1 billion baht, down 8% from the previous year.
  • A key issue to monitor is the high international competition, which has led Thailand to start losing its market share. Additionally, safety concerns continue to worry Malaysian tourists.

Malaysian tourists have consistently ranked as the number 1 or 2 source of tourists to Thailand each year due to the advantages of tourism products that meet their needs, especially given the proximity of the border, making it convenient for Malaysians to travel to Thailand during weekends or long holidays without needing a visa. Data shows that over 80% of Malaysian travelers enter Thailand by land[1], primarily through the Sadao border checkpoint in Songkhla and the Betong border checkpoint in Yala.

This aligns with the travel destinations favored by Malaysian tourists, with over 70% of Malaysian tourists visiting Thailand heading to southern provinces. The top five provinces with the highest number of Malaysian tourists are Songkhla, Bangkok, Yala, Phuket, and Narathiwat. Malaysian tourists spend an average of about 4.3 days in Thailand, with an average daily expenditure of around 4,830 baht.

 

However, the situation for Malaysian tourists visiting Thailand in 2025 and beyond shows concerning signs, as the number of Malaysian tourists visiting Thailand has decreased. According to data from the Ministry of Tourism and Sports, from January 1 to October 5, 2025, the number of Malaysian tourists visiting Thailand was 3.53 million, a decrease of 7% (YoY).

 

In contrast, the number of Malaysian tourists visiting other countries in the region has increased compared to the same period last year, such as Indonesia (the second most popular destination for Malaysian tourists), Singapore, Vietnam, and Japan. Although a survey by the Malaysia Tourism Promotion Board indicates that Thailand remains the number one travel destination for Malaysians, the number of Malaysian tourists visiting Thailand is still high compared to many other countries.

The increase in Malaysian tourists visiting other countries can be attributed to several factors, such as:

  • Measures to attract foreign tourists, such as the visa-free policy between China and Malaysia that started on July 17, 2025, encouraging Malaysians to travel to China.
  • Business adaptations to cater to religious diversity, such as Japanese tourist destinations adjusting facilities to be more Muslim-friendly, including prayer rooms and halal restaurants, to access the Muslim tourism market.
  • Pricing and value, as the prices of goods and services in Thailand have increased, partly due to the strengthening of the baht. Surveys show that Malaysian tourists place significant importance on price, with budget influencing their decisions to travel abroad.
  • Concerns about travel safety, due to unrest in the three southern border provinces of Thailand: Yala, Pattani, and Narathiwat, leading the Malaysian Ministry of Foreign Affairs to advise citizens to avoid unnecessary travel to these areas.

If this situation continues, the return of Malaysian tourists may become more challenging. Therefore, the government must work to restore confidence and the image of tourism to attract Malaysian tourists, who play a crucial role in the tourism economy of many southern provinces.

Kasikorn Research Center believes that in the last three months of 2025, the number of Malaysian tourists visiting Thailand is unlikely to recover, predicting that for the entire year of 2025, the number of Malaysian tourists visiting Thailand will be around 4.60 million, a decrease of 7% from 2024, and lower than in 2023, which will impact tourism revenue from Malaysian tourists, decreasing by 8% from 2024, valued at 96.1 billion baht. The main expenses of Malaysian tourists, over 70% are for purchasing goods/souvenirs such as halal food, health products, accommodation, and meals.

[1] Source: Big Data Institute, Public Organization, Immigration Bureau, Data from January-September 2025.