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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