#Tourism

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).

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.

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.

Three years after breaking new ground as the first Asian country to decriminalize cannabis, Thailand is now reining in its green ambitions amid a whirlwind of controversy, regulatory confusion, and social challenges. Effective from this week, new laws require Thais and tourists alike to have a doctor’s prescription to purchase cannabis, sharply curtailing the euphoric “green rush” that swept the nation and turned once-conservative streets into thriving hubs for weed enthusiasts and curious travelers alike. The abrupt policy turn aims to restore some order to a marijuana industry that, by many accounts, spun out faster than policymakers or the public could process, igniting national debate over its economic contributions, social costs, and the pathway forward.

Vacations are meant to recharge our spirits and provide relief from daily routines, but new research warns that certain habits may be undermining the very relaxation holidaymakers seek. A recent feature in HuffPost collects insights from travel experts and mental health professionals, revealing that common vacation practices—from overplanning to obsessively comparing trips on social media—may be fueling stress rather than easing it (HuffPost). For many Thais who place great value on sanuk (enjoyment of life), these revelations offer both warnings and practical lessons against letting leisure turn into another form of pressure.

As Thailand’s beach season draws crowds to the sea, open-ocean swimming is making waves as one of the world’s most invigorating health trends. Not only does a swim in the blue offer a dynamic workout for body and mind, but new research and expert commentary reveal its benefits extend far beyond ordinary exercise—even as real risks lurk beneath the surface. For Thais, whose nation is surrounded by world-renowned coastlines, the findings shed light on both opportunities and precautions for embracing this growing phenomenon.

Thailand, long regarded as a leader in Asia’s vibrant tourism scene, now stands at a crucial juncture, as highlighted by recent discussions in the global travel industry. A new analysis in Skift’s influential report, “Striking the Right Tourism Balance: Culture vs. Growth” (skift.com), raises urgent questions about the future of tourism across the Asia-Pacific region. Amid booming arrivals, staggering revenues, and aggressive destination marketing, there are growing concerns that the “authentic” Thai experience may, paradoxically, become its own undoing—risking cultural dilution and community displacement if left unchecked.

Bangkok’s Suvarnabhumi International Airport has once again solidified its status as one of the region’s key aviation gateways, ranking fourth in the latest list of Southeast Asia’s busiest airports, according to recently published data. The airport served a remarkable 3.11 million passengers over the past reporting period, reflecting the rapid rebound and ongoing transformation in the region’s aviation sector following the pandemic e.vnexpress.net.

This new ranking is significant, not just for Suvarnabhumi but for the future of air travel in Thailand and the broader region. For many Thais, the ability to travel freely, access international destinations, and welcome global visitors is closely tied to both economic vitality and cultural exchange opportunities. As borders reopened and travel demand surged, regional airports—particularly in Thailand, Indonesia, Vietnam, and the Philippines—competed for leadership in capacity, technology, and passenger experience.

A recent study unveils that Aspen, Colorado—renowned for its ski slopes and luxury lifestyle—has overtaken iconic metropolises like New York City as the most expensive tourist destination in the United States, spotlighting shifting trends in travel costs and expectations for both Thai and global tourists. According to a comprehensive cost analysis by GOBankingRates and highlighted by Travel + Leisure, a three-night trip for two adults to Aspen will cost an average of $2,708, factoring in hotels, flights, and meals, representing the pinnacle of pricey travel in 2025. (Travel + Leisure)

As global travel rebounds with unprecedented force, new research warns that the benefits of mass tourism may be shadowed by serious costs—both for beloved destinations and their residents. In 2024, a staggering 1.4 billion people traveled internationally, according to the United Nations World Tourism Organization, accounting for roughly one in six people worldwide. For many communities, this surge has been a mixed blessing: while it has brought economic prosperity, it is also overwhelming town centers, fracturing local cultures, inflating living costs, and jeopardizing the pristine sites that first drew visitors from afar (UNWTO).

Bali, already world-renowned for its scenic beauty and spiritual richness, has emerged as Southeast Asia’s vibrant new crucible for creative industries, propelled by local talent, affordable production costs, and a strategic location that fosters cross-border commerce in the region. The shift, documented in recent reporting and underscored by major international conferences scheduled throughout 2025, signals not only an evolution in Bali’s identity but portends significant implications for other Southeast Asian economies—including Thailand—as the region looks beyond tourism for sustainable, innovation-driven growth.

A growing number of globetrotters are bypassing hotels and short-term rentals in favor of a new travel trend: house-sitting tourism. This emerging phenomenon allows travelers to secure free accommodations by caring for someone else’s home—and often their pets—while the owners are away, creating win-win scenarios for both sides and reshaping how people experience destinations worldwide (USA Today, BBC, Business Insider).

The evolution of house-sitting tourism has been fueled by rising global travel costs and the proliferation of digital platforms connecting homeowners with would-be house sitters. With platforms like TrustedHousesitters reporting a 14% increase in membership between 2023 and 2024, now exceeding 240,000 global users, the model has shifted from a niche option for pet lovers or retirees to a mainstream choice embraced by solo travelers, remote workers, millennials, and baby boomers alike (USA Today).

A new trends report by restaurant technology provider Toast has reignited the debate around the U.S.’s rapidly evolving tipping culture, revealing sizable differences in generosity depending on the state and highlighting growing public fatigue about how gratuities are handled nationwide (Yahoo News). The findings, published in June 2025, draw attention to shifting attitudes toward tipping—offering valuable insights not only for American diners and restaurateurs, but also for observers in Thailand as global service norms take on new forms.

A seasoned traveler’s perspective reveals that across decades of change, three cities—Siem Reap in Cambodia, Ipoh in Malaysia, and Hanoi in Vietnam—have undergone remarkable transformations, evolving into vibrant and welcoming hubs that balance rapid development with cultural preservation. According to a recent feature by a long-time observer of the region, these cities have set themselves apart by improving infrastructure, heritage conservation, and overall visitor experience, distinguishing themselves in the ever-competitive Southeast Asian tourism landscape (Business Insider).

A recent travel report from a seasoned Southeast Asia explorer has spotlighted profound improvements in three standout cities—Siem Reap, Ipoh, and Hanoi—underscoring a regional trend of urban revival and sustainable tourism. The findings, chronicled by a writer who has chronicled regional shifts for nearly 30 years, are significant for both the tourism sector and local policymakers eyeing a post-pandemic recovery and future-friendly city development (Business Insider).

The transformation of these Southeast Asian cities matters to Thai readers and regional stakeholders for several reasons. Thailand’s own journey as a tourism powerhouse is reflected in the successes and stumbles of its neighbors—a comparative lens that can help both government and industry learn from best practices. Revitalizing city centers, safeguarding heritage, and stewarding sustainable growth are challenges faced right across the region. As domestic and outbound travel resumes with vigor, these stories also provide inspiration and caution for Thai cities seeking to balance authenticity, livability, and profitability.

Across South-east Asia, the month of June is evolving into a vibrant celebration of wellness, with resorts rolling out innovative programmes to mark Global Wellness Day (June 14) and International Yoga Day (June 21). From Thailand’s serene beaches and atmospheric sky bars to Vietnam’s expansive coastal retreats, the region’s hospitality sector is using June to redefine traveller health, highlighting the rise of wellness tourism as a major trend in 2025 (TTG Asia).

A landmark international study has found that despite twenty years of climate pledges, the global tourism industry has made scant progress towards reducing its greenhouse gas emissions, calling into question the sector’s commitment and strategies for climate action. The research, carried out by teams at Sweden’s Linnaeus University and Canada’s University of Waterloo, analyzes the effectiveness of climate declarations from leading tourism organizations and governments since 2003. The findings reveal that while climate commitments abound, meaningful results—especially in terms of emissions reductions—remain elusive, raising urgent concerns for countries like Thailand where tourism is a national economic pillar and environmental sustainability is increasingly central to policy and public debate (Skift).

Three cities in Southeast Asia—Siem Reap in Cambodia, Ipoh in Malaysia, and Hanoi in Vietnam—have recently emerged as beacons of urban transformation, according to a traveler and correspondent with three decades of firsthand observation across the region. Their trajectory showcases how regional destinations can thrive and improve under carefully managed growth, balancing heritage preservation with dynamic modernization. This story holds valuable lessons for Thailand as it seeks sustainable pathways to develop and promote its own cities on the world tourism map (Business Insider).

A renewed surge in measles cases worldwide has prompted the US Centers for Disease Control and Prevention (CDC) to issue a heightened health advisory, urging travelers to ensure measles vaccination before international travel. The advisory, published at the end of May, underscores an “ongoing risk” that leaves individuals vulnerable to infection in airports, train stations, on public transport such as airplanes and trains, and at crowded tourist attractions, highlighting a wake-up call for travelers everywhere, including those from Thailand.

An unprecedented surge in tourism is transforming Luang Prabang, Laos’ ancient capital, into an economic bright spot and prompting experts to ask: can the rest of the country follow its path to prosperity, or will deep structural challenges hold back broader progress? The city’s experience offers lessons not only for Laos but also for neighboring countries like Thailand, where tourism’s impact on development is increasingly debated.

In just a few years, Luang Prabang has witnessed an economic renaissance. As recently as 2012, its central Sisavangvong Road saw only a smattering of foreign backpackers and tourist amenities were sparse. Fast forward to 2025, and the picture has changed dramatically. According to official figures, the city saw a stunning 162% increase in visitors year over year as of April 2025, with the Lonely Planet crowning it Asia’s top travel destination for 2025 (DW). Handicraft markets now line vibrant alleyways, quirky bars spill onto once-quiet streets, and international travelers fill hotels and restaurants that now serve global clientele.

In a development reshaping the Southeast Asian tourism landscape, Malaysia has claimed the top spot as the region’s premier tourism destination, surpassing Thailand for the first time in years, according to official 2024 statistics published yesterday by multiple tourism boards (e.vnexpress.net). Malaysia welcomed an impressive 9.57 million international arrivals so far this year, edging out Thailand at 9.55 million. The new figures highlight shifting regional dynamics and bring pressing questions for Thai tourism’s future.

As international tourism rebounds to near-historic highs in 2024, destinations across the globe, including Thailand, are grappling with the complex challenge of overtourism. Recent insights published by Deutsche Welle reveal that around 1.5 billion people travelled for leisure last year, marking it as the second busiest year for global tourism ever recorded, surpassed only by 2019 (DW). This surge has reignited urgent debates about the sustainability of tourism, with mounting evidence that unchecked visitor volumes can damage local environments, disrupt daily life, and strain vital infrastructures.