Tourism

As global tensions since the 2022 invasion of Ukraine continue to reshape international travel, the latest research and reporting reveal that visiting Russia has become a far more complicated—and, for some, contentious—journey than in years past. Despite Western sanctions, flight route disruptions, and dramatic changes to digital and financial infrastructure, thousands—including sizeable numbers from Asia and the Middle East—still make the trip each year. Understanding the new landscape is crucial for Thai citizens and all potential travelers as the realities of 2025 require unprecedented preparation and vigilance. This report distills the most up-to-date advice and developments for those considering travel to Russia, with special attention to safety, logistics, and implications for Thai travelers.

Expedia’s 2025 Island Hot List has thrust a diverse array of global destinations into the spotlight, with Thailand’s Koh Samui earning distinguished praise as the island “best for affordable luxury,” reflecting the ongoing evolution of traveler priorities worldwide and signaling significant tourism prospects for the Thai archipelago. The Hot List—a data-powered compendium based on verified traveler insights—serves as both a trend barometer and a practical guide for millions of globetrotters seeking idyllic escapes in the year ahead. For Thai readers, Koh Samui’s inclusion offers both national pride and an urgent call to prepare for new waves of international visitors.

South Korea’s rise as a global centre for cosmetic tourism is making waves throughout Asia and influencing medical travel trends worldwide. Fresh research and reportage reveal the bustling “Plastic Surgery Street” of Apgujeong in Gangnam, Seoul, now attracts more international visitors than ever, transforming the local beauty industry and prompting fresh debates on safety, pricing, and cultural attitudes towards cosmetic enhancement. The implications, both opportunities and risks, are especially pertinent for Thais considering cosmetic treatments abroad, and for the domestic industry responding to global change.

As vacationers flock to the scenic beauty of coastal Maine, a rising tide of invisible hardship persists, just beyond the sightlines of Mount Desert Island’s bustling tourist hubs. The latest reports reveal a significant escalation in rural homelessness across Hancock County, where forested lanes and tranquil coves mask a swelling crisis among residents living in tents, vehicles, abandoned homes, or on borrowed plots of land—an issue mirrored in many global tourism hotspots, including Thailand’s own rural and resort-adjacent provinces.

Abandoned and forgotten places across the globe are experiencing an unlikely revival — as must-see tourist attractions, according to a recent overview by CNBC. Once neglected due to war, natural disasters, industry collapse, or the inexorable passage of time, these evocative spaces are drawing travelers in ever-growing numbers, offering both a thrill and a powerful lesson in history and resilience. The transformation of derelict ruins, shipwrecks, ghost towns, and relics of war into popular travel destinations signals a broader shift in tourism, where fascination with the uncanny and a hunger for unique experiences collide with heritage preservation and community revitalization efforts.

A recent alert issued by the US State Department warning Americans of potential dangers when travelling abroad has sparked a global conversation about travel safety, raising urgent questions for Thai citizens planning international trips. With concerns of geopolitical instability, evolving regional conflicts, and the heightened threat of terrorism, the world’s tourism industry once again finds itself at a crossroads, balancing wanderlust with the need for personal security.

The US State Department’s ‘worldwide caution’ advisory, updated in June 2025, arrives in a period marked by mounting international tensions and an increase in incidents such as politically motivated protests, violent attacks, and travel disruptions in various parts of the world. According to the official alert, Americans are advised to “exercise increased caution” when travelling, especially to volatile regions, due to “the increased potential for terrorist attacks, demonstrations, or violent actions against US citizens and interests.” This development carries broader implications for travelers of all nationalities, including Thais, who may be considering journeys to affected areas (BBC Travel).

A recent analysis of the world’s largest tourism economies underscores the immense financial impact of travel on nations’ prosperity, with the United States and China leading the global hierarchy in 2024. Data published by the World Travel & Tourism Council (WTTC) and visualized by Visual Capitalist shows that the U.S. tourism sector generated a staggering US$2.36 trillion this year, while China followed as a rapidly growing market at $1.3 trillion Visual Capitalist.

In a dramatic shift echoing across the tourism and diplomatic landscapes, China has introduced sweeping visa-free access for citizens from over 70 countries, seeking to reinvigorate its travel sector and global engagement. Meanwhile, the United States—especially under the influence of former President Donald Trump’s ongoing views—has moved in the opposite direction, rolling out new restrictions, higher fees, and bans affecting travelers from a growing list of nations. These divergent paths are not only defining the international tourism recovery post-pandemic, but also symbolizing larger trends in global openness and isolationism—raising questions on what this means for Thai travelers, the region, and the future of cross-border mobility.

A new tourism promotional campaign from Taliban-affiliated sources has ignited global shockwaves after circulating widely on social media, directly targeting American tourists with the message: “Welcome to Afghanistan.” The campaign, featuring a surreal video depicting armed militants and even comedic hostage scenes, has gone viral, sparking both outrage and a flurry of debate regarding tourism in Afghanistan under Taliban rule. The highly unorthodox approach and its timing—just four years after the violent fall of Kabul—have raised serious questions about safety, messaging, and the country’s intent in courting Western travelers.

Las Vegas, once celebrated as the playground for everyday Americans and international thrill-seekers, is experiencing a significant downturn in visitor numbers due to what many are calling “ridiculous prices” and hidden fees. New data for 2025 reveal a 6.5% drop in tourists compared to the previous year, with airport traffic and gaming revenue both sliding—trends experts blame on a combination of economic uncertainty and escalating costs of a Vegas holiday (The Times).

As record numbers of Americans plan to travel internationally in 2025, a new wave of animosity toward U.S. tourists is shaping global travel experiences and prompting many to reassess how they present themselves overseas. This trend, marked by political, cultural, and social undercurrents, is redefining what it means to be a U.S. tourist in today’s interconnected—but sometimes divided—world (Travel and Tour World).

For Thai readers, the significance of this news goes beyond curiosity about American travelers. Thailand, as both a prominent outbound and inbound tourism market, is directly impacted by evolving global sentiments. The experiences of U.S. tourists reflect broader challenges around cultural sensitivity, political perceptions, and the power of soft diplomacy in tourism—a trend that Thai travelers, businesses, and policymakers must watch closely.

With Europe experiencing yet another record-breaking heat wave, tourists from Thailand and around the world are faced with the challenge of staying comfortable as temperatures soar across the continent. Major destinations such as Paris, Rome, London, and Barcelona are seeing highs well above what many visitors may be accustomed to, forcing travelers to adjust their plans and prioritize health and safety while sightseeing (NYTimes).

For Thai travelers heading to Europe this summer, understanding the risks associated with extreme heat is essential, especially as few European cities feature the widespread air conditioning commonly found in many parts of Thailand. The European Centre for Medium-Range Weather Forecasts (ECMWF) has reported numerous cities experiencing prolonged heat events, while public health bodies urge visitors to stay hydrated and avoid strenuous activities during midday. With heatwaves projected to become more frequent and intense due to climate change (World Health Organization), adaptability and creative cooling arrangements are more important than ever.

A surge in global tourism to Antarctica, the earth’s last great wilderness, has alarmed environmental researchers as nearly 125,000 travelers set foot or sailed its icy waters in the 2023–24 season—a leap from less than 8,000 annual visitors thirty years ago. New research warns that unless robust protective measures are enforced, Antarctica’s unique and fragile ecosystems risk irreversible damage from this increasing human presence (The Conversation).

This sharp rise in Antarctic tourism matters to Thai readers not only for environmental reasons but also because it mirrors the worldwide boom in “extreme” travel and eco-tourism, trends growing among Thai travelers seeking once-in-a-lifetime experiences. As Thai travel agencies begin advertising Antarctic cruises and expeditions, understanding the environmental price of such adventures has never been more important.

Kyoto, Japan’s fabled city of tranquil temples and ancient tradition, is groaning under the weight of a tourism boom so intense that even its famed serenity seems to be fading. As foreign visitors surge to record highs, experts and locals are asking: Has the search for ‘real Japan’ turned Kyoto into a tourist trap, and what lessons does this overtourism crisis hold for other Asia-Pacific destinations, including Thailand?

Kyoto’s growing pains are a parable for the age of global wanderlust. Once famed for the hush of its geisha districts, quiet lanes, and mossy Zen gardens, the city now wears the marks of its billion-yen popularity. According to the report in New York Magazine’s Intelligencer (nymag.com), the city welcomed almost 37 million international visitors in 2024—a staggering leap from 6 million in 2011. This year’s arrivals are running another 25% higher. The allure? Social media’s stylized images, a favorable currency rate, and the ease of digital navigation have made Kyoto more accessible than ever. But the impact is visceral: iconic streets pack thick with streams of photo-chasing travelers, while local culture contorts to accommodate the global demand.

As the international travel industry mounts a determined comeback after pandemic-era setbacks, new skepticism is emerging among would-be tourists, fueled by controversial ad campaigns and rising concerns over safety, reputation, and human rights in key destinations. A recent opinion column published in The Boston Globe on July 3, 2025, highlights a growing wave of “wayward tourism promotions” and the complex, often contradictory realities facing travelers in 2025, raising questions especially relevant for Thai travelers considering outbound journeys (Boston Globe).

Tourism destinations worldwide are facing the complex challenge of balancing image, safety, and reputation in an era where travelers are increasingly selective about where—and how—they holiday. A recent op-ed in The Boston Globe encapsulates the growing skepticism toward tourism promotions for destinations with troubled records, as well as the shifting perspectives of international visitors in 2025. With global travel rebounding unevenly after the pandemic and amid renewed geopolitical tensions, destinations ranging from Los Angeles to Saudi Arabia find themselves battling not just wildfires, state advisories, and human rights controversies, but also the formidable power of online reputation and tourism marketing fatigue.

Tourists are beginning to return to Afghanistan, drawn by a spirit of adventure and curiosity, with the Taliban authorities actively encouraging this resurgence despite ongoing international concerns. The slow revival of tourism has emerged as an unlikely economic opportunity for the country, which has been internationally isolated under Taliban rule and faces deepening poverty for its population of 41 million.

This development holds notable significance for Thai readers interested in tourism trends, geopolitics, and the role of travel amid complex ethical and security concerns. As foreign tourists trickle into Afghanistan—some arriving by plane, motorbike, camper van, or even bicycle—the government hopes the sector will provide much-needed revenue in a context where most forms of foreign investment have dried up. According to the Taliban’s Deputy Minister of Tourism, cited in a recent Associated Press interview, “tourism brings many benefits to a country… [and] we are optimistic this sector will evolve into a large economy, bringing significant benefits…. It plays an important role in strengthening our national economy.” (AP News).

A growing global trend points to travelers longing to unplug from relentless digital interruptions, political turmoil, and everyday drama. According to a recent Booking.com survey, more than half of global travelers—56 percent—are now seeking “off the beaten path” getaways, opting for seclusion and tranquility over crowds and connectivity, as recently reported by The New York Times (nytimes.com). From wood-fired hot tubs on the glacial shores of Lake Superior to starlit beds on remote Swedish islands, new research and industry reports reveal how a desire for peace, personal reconnection, and even a touch of adventure are driving the boom in “off-the-grid” resorts worldwide.

Hawaii, often synonymous with idyllic beaches and dream holidays, is in the grip of an unexpectedly soft summer, with tourism numbers and travel bookings “significantly down”—a development causing deep concern among hospitality leaders, economists, and travel experts both in the US and worldwide. The trend, detailed in a recent report by SFGate, is not just a temporary dip but suggests ongoing challenges that hold insights for other international tourist destinations—Thailand included—still striving to recover and adapt after years of pandemic and disaster disruptions (SFGate).

For many travelers, the iconic African safari conjures images of thundering wildebeest, golden savannas, and up-close encounters with elephants and lions. Over the years, the high season—those dry, chilly months from June through October—has become synonymous with classic safari experiences. However, recent insights from a leading travel advisor specializing in African adventures suggest that the best time for an unforgettable safari might be during the lesser-known “secret seasons,” offering both spectacular sights and significant cost savings (Travel + Leisure).

China has unveiled sweeping updates to its value-added tax (VAT) refund scheme for international tourists, rolling out instant refunds in additional locations and making the process smoother and more enticing for overseas visitors. The new policy—effective from July 1, 2025—marks a major departure from the previous refund-upon-departure model, allowing eligible tourists to claim cash back directly at participating stores and select refund counters, rather than navigating cumbersome airport procedures. This change aims to attract greater numbers of foreign tourists, boost retail spending, and revitalize the local economy after several challenging years for China’s tourism industry.

Hawaii’s tourism sector — long considered a bellwether for global island destinations — is experiencing a significant downturn this summer, sparking worry among industry experts, policymakers, and local businesses. A new report by SFGate highlights that June’s daily visitor counts are down sharply compared to 2024, with similar trends expected for July and August, shattering hopes for a robust seasonal recovery (SFGate). The story holds vital lessons for the Thai tourism industry, which faces its own post-pandemic uncertainties.

Kyoto, once revered as the tranquil heart of Japanese tradition and Zen, is facing an identity crisis amid a tidal wave of global tourism. Once known for its serene temples, quiet alleyways, and iconic geisha culture, the city now finds itself struggling under the weight of overtourism, as highlighted in a recent exposé by New York Magazine’s Intelligencer (nymag.com). As international arrivals shatter records, this former imperial capital is wrestling with preserving authenticity while accommodating millions of visitors seeking a slice of “the real Japan”—often with chaotic results.

Amid growing concerns among international holidaymakers about recent political and social developments in the United States, European destinations are enjoying a surge in popularity as travelers look for alternatives to classic American holidays. The latest travel research and expert commentary, as seen in The Guardian’s recent feature “Surfin’ USA? Not this year: 10 European alternatives to classic American holiday destinations”, highlights a marked trend: iconic US experiences, from California surfing to New England cabins, are being swapped for experiences with a distinctly European flavour.