Thailand’s hotel industry is important to your real estate and investment decisions. In 2025, performance showed both strength and pressure. This article uses the latest tourism and hotel data to give you clear insight into occupancy, ADR, RevPAR, room supply, new developments, and what to watch in 2026.

International Tourists and Hotel Demand in 2025

• Thailand is projected to receive about 33.16 million international arrivals in 2025. This is slightly lower than earlier forecasts of 36–39 million and down compared with 2024.
• Through the first nine months of 2025, Thailand recorded about 24.1 million international visitors, down roughly 7.5 percent from the same period in 2024.
• While major markets like China declined significantly, arrivals from Europe, India, and other regions helped stabilize demand.

Key Hotel Performance Metrics

Occupancy Rates:

• Phuket reported occupancy around 79.5 percent in H1 2025 with peaks above 90 percent early in the year.
• Bangkok’s occupancy was about 75 percent mid-year, showing some softening amid supply growth.

Average Daily Rate (ADR):

• Phuket ADR climbed to around 5,652 baht, up near 8 percent year-over-year.
• Bangkok ADR rose modestly to around 4,260–4,560 baht, depending on segment and location.

RevPAR:

• Bangkok’s RevPAR in 2025 was slightly above 2024, near 3,080 baht, supported more by ADR gains than occupancy.
• Strong ADR and stable occupancy in leisure destinations helped RevPAR growth in those markets.

Hotel Room Supply: Current and Future

• Total hotel room supply in Thailand is estimated at over 700,000 rooms in active inventory as of 2025.
• A broader industry forecast estimated Thailand would have over 827,000 total hospitality rooms nationwide by 2025, including hotels, resorts, and other accommodations.
• In 2025, new hotel room additions varied by region: Phuket and other coastal zones recorded 2,134 new rooms, while Bangkok saw thousands more as projects completed.
• Across the Asia Pacific region, Thailand’s hotel development pipeline included over 40,000 rooms in project planning stages, concentrated in Bangkok and Phuket.

Examples of 2026 Hotel Openings and Pipeline

• Several international and local brands are expanding or planning openings in Thailand for 2026. These include new lifestyle and upscale properties, like additional international branded projects in Bangkok, Pattaya, and coastal areas.
• There is also emerging interest in alternative formats, such as budget hotels built at PTT petrol station sites, expected late 2026 with 70–80 rooms per location.
• The growth pipeline suggests more than 43,000 rooms in development across Thailand by the end of 2025, some of which will open in 2026 and beyond.

Performance Trends to Watch

• Geographic Variance: Leisure and coastal destinations like Phuket and Pattaya outperformed urban centers like Bangkok in 2025, driven by leisure demand.
• Source Market Shifts: Chinese tourist numbers fell sharply in 2025, while Europe, India, and other markets gained share.
• Competition: Rising hotel supply in major cities pressured occupancy and RevPAR, prompting operators to refine pricing and segmentation.

2026 Outlook

• Arrivals: Industry forecasts see international arrivals in 2026 holding similar to 2025 levels at around 33 million, unless new policies or marketing initiatives boost demand.
• Occupancy: Expected to remain resilient in resort markets, with potential growth in secondary and emerging destinations.
• ADR and RevPAR: Likely to grow modestly, driven by premium positioning and targeted segments such as wellness, experience travel, and “bleisure.”
• Development: Continued project completions and room additions will shape supply dynamics through 2026, adding both opportunity and competition.

What This Means for Your Investment Decisions

• Hotel performance data gives you a clearer picture of where demand is concentrated and where supply might challenge pricing.
• Markets with strong leisure demand and experiential offerings tend to perform better on occupancy and ADR.
• Growth in rooms and pipeline projects indicates investor confidence but also signals the need for strategic positioning.

Call to Action

If you are evaluating hotel, resort, or mixed-use opportunities in Thailand, your decisions should be based on reliable data and on-the-ground expertise. Contact us for deeper insights, tailored forecasts, and curated investment options aligned with your portfolio strategy.

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