Thailand’s Tourism Payments Shift To The Digital Era, Key Findings From Bank Of Thailand And Visa Illuminate The Path Forward For Growth And Innovation

Thailand’s tourism industry is embracing the digital era, with new findings from the Bank of Thailand and Visa revealing significant shifts in payment methods. These changes underscore a move towards greater innovation and convenience, laying the groundwork for future growth in the sector. As digital payment adoption continues to rise, it highlights Thailand’s commitment to enhancing the travel experience for both tourists and local businesses.

Tourism payment trends in Thailand have gained significant attention, particularly following the release of a whitepaper titled “Data-Driven Insights into Tourist Payment Behaviours,” a collaborative effort between the Bank of Thailand and Visa Thailand. Published on December 25, 2025, in Bangkok, the whitepaper offers a comprehensive analysis of international tourists’ spending habits and payment preferences. The findings serve as a vital resource for decision-makers in tourism, hospitality, payments, retail, and public policy, helping to shape future strategies and initiatives.

Tourism remains a crucial contributor to Thailand’s economy. In 2024, international tourism accounted for nearly 9% of the nation’s GDP, generating an estimated 1.7 trillion baht in revenue. According to the study, nearly half of all inbound tourists came from five key markets—China, Malaysia, India, South Korea, and Russia. This regional demand is vital for Thailand’s tourism industry, and understanding the preferences of these markets is essential for shaping policies and offering tailored experiences.

One of the most notable insights from the whitepaper is the increasing concentration of tourist spending in the accommodation sector, which accounted for 35% of total tourist expenditure. This highlights the central role of hospitality-related industries in driving Thailand’s tourism revenues. Following accommodation, food and beverages received the next highest share of tourist spending, further emphasizing the significance of the hospitality and service sectors in the tourism ecosystem.

The whitepaper also sheds light on the accelerating shift toward digital payments among international tourists. In 2024, the value of card payments surged to a record 327 billion baht, which represented 20% of the total tourist transaction value. Card payments are particularly popular in large and medium-sized retail establishments, signaling a shift away from traditional cash-based transactions. This growing preference for card payments reflects increasing expectations for secure, efficient, and universally accepted payment methods. It also suggests that digital payment adoption is becoming a critical factor for Thailand’s competitiveness as a global tourism destination.

This change in payment behavior is further supported by the ongoing transformation of Thailand’s payment infrastructure. The country now boasts over 900,000 electronic data capture terminals and around one million QR payment acceptance points. The availability of digital payment solutions has expanded significantly in major cities and popular tourist destinations. However, the report notes that adoption remains uneven, particularly among smaller merchants and in rural areas. Despite these challenges, the whitepaper anticipates that the expansion of QR payments and the growing use of Tap to Phone solutions will play a key role in increasing the accessibility and efficiency of payments for international visitors. This expansion could help improve the overall tourism experience by offering more convenient payment options and fostering a smoother transaction process.

Another important aspect revealed in the study is the diverse payment preferences across different international tourist markets. Tourists from Malaysia and South Korea tend to favor card payments, including for low-value purchases, indicating a cultural and behavioral tendency toward cashless transactions. On the other hand, Indian tourists often balance their use of cards with relatively high levels of cash withdrawals. This disparity in payment behaviors highlights the need for adaptable payment strategies that cater to the preferences of various tourist segments. For Thailand’s tourism sector, understanding these preferences is crucial for providing a seamless experience for all visitors and ensuring that payment options are aligned with the habits and expectations of different markets.

The whitepaper advocates for a coordinated approach to accelerate digital payment adoption throughout Thailand. Strategic priorities include accelerating the digital transformation of small and medium-sized enterprises (SMEs), expanding payment acceptance in high-traffic tourist destinations, and prioritizing hospitality, retail, and attractions for the integration of advanced payment technologies. In particular, the report stresses the importance of creating a payment ecosystem that is both resilient and inclusive, ensuring that businesses of all sizes can benefit from the increasing demand for digital payment options.

Collaboration among various stakeholders, including merchants, financial institutions, technology providers, and policymakers, is essential for building this robust ecosystem. The whitepaper emphasizes that this collective effort will be crucial in making Thailand’s tourism industry more competitive while meeting the evolving demands of international travelers. As digital payments become increasingly integral to the tourism experience, it is clear that the collaboration of various sectors will be key to ensuring that Thailand remains at the forefront of global travel.

As Thailand’s tourism sector continues to recover and adapt to post-pandemic challenges, the whitepaper’s findings provide a strong data-driven foundation for future planning and decision-making. Digital payments are positioned as a key enabler of competitiveness, operational efficiency, and visitor satisfaction. The ongoing evolution of Thailand’s payment infrastructure, coupled with the growing adoption of secure and convenient payment solutions, will play a pivotal role in strengthening Thailand’s status as a leading global travel destination.

Thailand’s tourism sector is advancing into the digital era, with insights from the Bank of Thailand and Visa revealing key trends in digital payments that promise to drive future growth and innovation.

the rise of digital payments in Thailand’s tourism industry reflects a broader trend of technological innovation and adaptation in the global tourism landscape. By leveraging the insights from this whitepaper, Thailand can continue to improve the visitor experience, enhance operational efficiency, and ensure that it remains a top choice for travelers worldwide. The future of tourism in Thailand looks promising, with digital payments playing a central role in driving growth, inclusivity, and sustainable development within the sector.

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Thailand’s Popular Mountain Hikes Spark A Search Frenzy, With Agoda Reporting Unprecedented Demand For Accommodations

Thailand’s stunning mountain hikes have sparked an unprecedented surge in tourism, with Agoda reporting a significant spike in accommodation demand. The country’s breathtaking natural landscapes, including towering peaks and lush forests, are drawing travelers eager to explore the great outdoors. As more visitors flock to popular hiking destinations, nearby hotels and lodges are seeing record bookings, highlighting the growing appeal of these mountainous adventures as a top choice for nature lovers and adventure seekers.

Agoda has observed a notable surge in accommodation searches for mountain destinations as Thailand enters its annual hiking season, which typically runs from November through February. During this period, the cooler temperatures and dry weather provide ideal conditions for outdoor activities, attracting hikers from both domestic and international markets.

In its October report, Agoda highlighted a significant uptick in accommodation searches for stays between November 2025 and February 2026, compared to the warmer months earlier in the year. Destinations popular for hiking and cooler climates recorded substantial increases in interest. Chiang Mai, a favorite destination for mountain lovers, saw the most significant rise, with searches increasing by 254%. Tak followed closely with a 230% rise, while Loei and Kanchanaburi experienced increases of 190% and 95%, respectively.

This surge in interest is part of a broader shift in travel behavior across Asia, as reflected in Agoda’s 2026 Travel Outlook Report. The report indicates that 35% of Asian travelers plan to travel more domestically in the coming year, up from 15% the previous year. This shift highlights a growing preference for exploring local destinations, partly driven by the pandemic and changing travel dynamics. Moreover, the report points to a growing interest in lesser-known destinations, which are increasingly seen as budget-friendly and offer unique cultural experiences that differentiate them from more mainstream travel options.

The rise in mountain tourism is not only linked to the appeal of cooler weather and outdoor activities but also to the growing demand for unique and less crowded destinations. Many travelers are now prioritizing experiences that go beyond typical tourist hotspots. As a result, several Thai destinations that offer exceptional hiking opportunities have become increasingly popular. Agoda has highlighted some of the key destinations that have seen the most significant growth in accommodation searches.

Chiang Mai, located in northern Thailand, has emerged as one of the top destinations for mountain tourism. The city is renowned for its cooler climate and stunning mountain landscapes, making it a prime location for hiking enthusiasts. One of the most popular hikes in the area is Kew Mae Pan, located within Doi Inthanon National Park. The trail offers a 3.2-kilometer route that winds through cloud forests and ridge-line meadows, leading hikers to breathtaking viewpoints. The views from the summit, particularly at sunrise, provide a mesmerizing panorama of the surrounding mountains and a “sea of mist” effect that has become a hallmark of this trail. Hikers are required to be accompanied by a local guide, ensuring both safety and an in-depth understanding of the natural surroundings.

Tak, another rising star in Thailand’s hiking scene, attracts more seasoned hikers looking for a challenging adventure. Doi Thu Le, the primary mountain in this region, stands at around 1,350 meters and offers a variety of hiking routes. The Thule route, which is the most challenging, takes hikers through steep forest trails and fog-covered ridges. For those seeking a less strenuous hike, the Mon Klui route provides an easier, yet still rewarding, alternative. This region is ideal for experienced hikers who seek more demanding terrain and the thrill of conquering a more rugged landscape.

In Loei, Phu Kradueng remains one of Thailand’s most iconic hikes, attracting visitors with its combination of natural beauty and physical challenge. The trail to the summit is known for its sandy and shifting terrain, making it physically demanding for hikers. However, the effort is well worth it, as the summit opens up into a vast plateau at approximately 1,316 meters above sea level. The plateau offers panoramic forest views and is known for its spectacular sunrise and sunset spots, making it a favorite for nature lovers and photographers alike.

Kanchanaburi, located in western Thailand, is home to Khao Chang Phueak, the highest peak in Thong Pha Phum National Park, standing at 1,249 meters. The eight-kilometer hike to the summit is a popular choice for those looking to challenge themselves while being rewarded with stunning vistas. The hike typically takes around six hours, with the most distinctive part of the trail being the narrow, knife-edge ridge that leads to the summit.

The increase in accommodation searches for mountain destinations is not an isolated trend, but part of a larger pattern in which travelers are seeking more immersive, nature-driven experiences. In addition to offering cooler temperatures and scenic landscapes, these hiking destinations provide a sense of tranquility and connection to nature that is often absent from busy, urban tourist hubs. The growing interest in mountain travel reflects an evolving shift toward more sustainable, low-impact tourism that prioritizes the environment and the preservation of natural landscapes.

As Agoda’s report indicates, the appeal of mountain destinations goes beyond just the hiking trails. These areas offer a wealth of cultural experiences, from local villages to traditional markets, adding an authentic dimension to the adventure. For example, in Chiang Mai, visitors can explore local hill tribe communities, where they can learn about the traditional way of life and experience local customs and cuisines. Similarly, in Loei and Tak, visitors can discover the unique cultural offerings of the region, further enhancing the overall travel experience.

This growing interest in mountain destinations is likely to continue as more travelers seek opportunities to explore off-the-beaten-path locations, away from the crowds. Thailand’s mountain destinations, with their diverse hiking trails, stunning landscapes, and rich cultural experiences, are well-positioned to meet this demand and further establish themselves as key players in the region’s tourism industry.

Thailand’s popular mountain hikes have triggered an unprecedented demand for accommodations, with Agoda reporting a surge in bookings as more travelers flock to explore the country’s scenic peaks and landscapes.

the rise in accommodation searches for mountain destinations in Thailand highlights the growing demand for nature-focused, adventure-driven travel experiences. As travelers continue to prioritize unique and less crowded destinations, Thailand’s hiking trails and cooler mountain regions are set to play an increasingly significant role in shaping the future of travel in the region. With destinations like Chiang Mai, Tak, Loei, and Kanchanaburi leading the way, the country is well-equipped to cater to the evolving preferences of travelers seeking a connection with nature and a break from the urban hustle.

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