Despite ambitious domestic tourism goals here at home, Malaysians continue to make Thailand their preferred holiday escape, helping push the kingdom’s international arrivals past 26 million so far this year.

For decades, Thailand has held an enduring allure for Malaysian travellers. From bustling Bangkok and Chiang Mai’s mountain charm to the serene islands of Krabi and Phuket, the neighbouring country’s mix of affordability, accessibility, and consistent service has long made it an easy favourite. Now, fresh figures from Thailand’s Tourism and Sports Ministry show that appeal remains as strong as ever.

Between January 1 and October 26 this year, Thailand welcomed 26.25 million foreign visitors, with Malaysians topping the list at 3.8 million arrivals. That means Malaysians alone account for roughly one in every seven international tourists entering the kingdom.

The ministry’s data showed that foreign visitors collectively spent an estimated 1.21 trillion baht (about RM160 billion) in Thailand so far this year. While total arrivals are down slightly from 2024, the flow of regional visitors — led by Malaysia, China, and India — remains robust, indicating that Thailand’s tourism engine has not lost its momentum.

Below is a breakdown of Thailand’s source markets in 2025:

Even looking at the macro, such as last week’s arrival numbers for Thailand, visitors from Malaysia still top the list by a fairly significant margin:

These figures reflect what many Malaysian travel-industry contacts already know: the border is still crossed often.

WHY MALAYSIANS KEEP RETURNING

Thailand’s magnetic pull on Malaysians lies in a combination of factors: short flight times, reasonable costs, excellent food, and a consistently high level of hospitality. Kuala Lumpur to Bangkok takes just over two hours by air, and airlines regularly offer competitive fares, making spontaneous weekend trips feasible.

Many Malaysians also see Thailand as offering more variety within a similar price range to domestic destinations. A beach escape in Langkawi or a city stay in Kuala Lumpur often ends up costing roughly the same — sometimes even more — than a flight and hotel package to Bangkok or Phuket. Add to that the efficiency of Thailand’s tourism infrastructure, and the equation tilts further in its favour.

The surge is also fuelled in a big way by the return of road trips to southern Thailand, a trend rekindled after the pandemic. Malaysians from Penang, Kedah, and Perlis frequently drive into Songkhla and Hat Yai, which have again become weekend favourites. These towns, long reliant on cross-border commerce, are now seeing record visitor numbers, much of it Malaysian.

DOMESTIC TRAVEL STILL PLAYING CATCH-UP

While Malaysia’s domestic tourism campaigns have improved — notably with initiatives like ‘Cuti-Cuti Malaysia’ and state-level promotions — many travellers still feel that local destinations lack cohesion and polish. Inconsistent maintenance, unpredictable service levels, and prices that often exceed those in Thailand are persistent concerns.

The result is that more Malaysians are booking international getaways instead of rediscovering local gems. Tourism Malaysia’s own data shows strong outbound numbers compared with domestic stays, especially among urban professionals and younger travellers seeking short-haul experiences.

Thailand’s ability to balance value with quality is key. Even budget hotels in Bangkok tend to offer dependable standards, while mid-range and boutique options deliver style and comfort at fair rates. Domestic operators in Malaysia have made progress, but the consistency that defines Thailand’s hospitality sector remains elusive here.

WILL 2026 BRING CHANGES? NOT LIKELY

Industry observers believe Malaysia’s outbound travel momentum to Thailand will continue into 2026, spurred by joint tourism initiatives between the two nations and the coming Visit Malaysia Year campaign. Ironically, that same campaign could boost cross-border travel, as Thailand is heavily marketed to Malaysians through airlines and travel agencies.

In the bigger picture, this trend reflects the maturing preferences of Malaysian travellers. They are savvy, experience-driven, and increasingly view Thailand not as a foreign destination, but as an easy extension of their leisure circuit — familiar, reliable, and rewarding.

Thailand, for its part, continues to strengthen its tourism ecosystem, with sustained investment in infrastructure and marketing. As both nations recover from the pandemic-era downturn, the flow of travellers between them underscores just how deeply connected their economies and cultures have become.

Sources: Thailand Ministry of Tourism and Sports, Bangkok Post, The Nation Thailand, Thai PBS World, Tourism Malaysia.