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Global tourism is changing faster than many industry players expected as three powerful forces — geopolitical tensions, currency movements and record-breaking heat — increasingly shape where people go, how they book and what they expect when they arrive. New reporting shows travellers are becoming more intentional, favouring destinations that offer value, safety and climate comfort, while using financial strategies such as prepaid packages to insulate themselves from volatile exchange rates. For Thailand, a destination that relies heavily on foreign visitors, these shifts bring both risk and opportunity: they could dampen arrivals from some markets even as they open doors to others if Bangkok and provincial destinations adapt quickly.

How the world’s most-visited country avoids resident backlash while breaking tourism records

While Spanish cities erupted in anti-tourist protests and Italian destinations buckled under visitor pressure in 2024, France quietly welcomed a record-breaking 100 million international visitors without triggering widespread social unrest. This remarkable achievement offers crucial insights for Thailand’s tourism industry as the kingdom seeks to balance economic growth with community well-being and environmental protection.

The French Formula: Dispersion, Domestic Travel, and Smart Management

France’s success stems from a carefully orchestrated strategy that prevents tourist saturation from reaching what researchers call the social “tipping point” — the moment when local tolerance collapses into active resistance. According to tourism analysts at Euronews and industry data from Atout France, this approach has three pillars that Thailand can adapt to its own unique context.

France’s tourism numbers rebounded to new highs in 2024 without sparking the large-scale resident protests seen in parts of Spain and Italy, and researchers say a mix of dispersion, domestic travel and targeted management has kept pressure below a social “tipping point.” The findings are important for destinations wrestling with crowding because they show how policy, marketing and infrastructure can reduce hotspots even while overall visitor numbers rise. ( Euronews: Why France’s strategy is working in the age of overtourism )

Chongqing, a sprawling metropolis in southwestern China famously dubbed the “cyberpunk city,” is witnessing a tourism renaissance as its futuristic architecture, dramatic landscapes and viral online presence propel it onto the global stage. Once bypassed in favor of more established Chinese destinations, Chongqing has rapidly become a must-see city for international visitors, with inbound tourism figures smashing records and transforming the local economy.

For many international travelers, images and videos of Chongqing circulating on social media platforms have sparked curiosity about its labyrinthine streets, multilevel skyscrapers, and dazzling neon nightscapes. According to a recent CNN report, the city is so vertically layered and intertwined that one visiting vlogger described it as “peering into the future,” while others have called it “China’s 8D city” in reference to its multidimensional urban design. This renaissance is not merely of viral interest—official statistics reveal real and sustained momentum: Chongqing received 1.3 million inbound tourists in 2024, representing a staggering year-on-year increase of 184%. In early 2025, inbound foreign arrivals through city ports spiked another 60%, cementing the city’s newfound global appeal.

A visually stunning Chinese metropolis embodying futuristic science fiction aesthetics has dramatically emerged as the world’s most sought-after urban tourism destination, attracting unprecedented numbers of international visitors eager to experience Chongqing’s breathtaking vertical architecture, innovative transportation networks, and luminous cyberpunk landscapes that fundamentally challenge traditional concepts of city tourism and destination marketing. This southwestern Chinese megacity has achieved remarkable transformation from relative international obscurity to viral global fame through strategically amplified social media content showcasing its architectural marvels and urban innovations, generating an extraordinary one hundred eighty-four percent surge in foreign visitor arrivals that has revolutionized local economic opportunities while establishing groundbreaking models for authentic urban character combined with digital storytelling. The Chongqing phenomenon provides invaluable strategic insights for Thailand’s tourism development initiatives, as destination management professionals worldwide analyze how genuine cultural authenticity, innovative urban planning, and sophisticated social media engagement create sustainable competitive advantages that attract discerning travelers seeking meaningful experiences beyond conventional tourist attractions.

Tourists seeking an experience beyond the ordinary are increasingly looking to Mongolia, where vast steppes, nomadic traditions, and untouched nature offer a unique journey unlike anywhere else in Asia. According to travel advisers highlighted in a recent Business Insider article, Mongolia’s tourism is gaining attention as a rare destination for those eager to wander off the beaten path and engage deeply with authentic local culture and dramatic landscapes. This trend holds special appeal for adventurous Thai travellers and those in search of meaningful, sustainable tourism.

The global sports tourism industry is enjoying unprecedented growth, drawing ever-larger crowds and delivering impressive economic returns—a wave Thailand is determined to ride with its new ‘Amazing Thailand Grand Tourism and Sports Year 2025’ campaign. As fresh research and sector analysis unveil new market trends and visitor expectations, Thailand is positioning itself as a regional leader in attracting sports-minded travelers, blending world-class events with rich local culture and hospitality.

Sports tourism—a travel segment centered on either attending or participating in sporting events—has become one of the most dynamic drivers in the broader tourism market. In 2023 alone, sports tourism generated an estimated $564.7 billion globally, and forecasts predict this figure will more than double, reaching $1.33 trillion by 2032, outpacing growth rates in traditional leisure tourism. Reports from leading travel and research organizations, including Research and Markets and Marriott Bonvoy, reveal that approximately 10% of all global tourism can now be traced to sporting events, fan pilgrimages, and sports-related activities (ConsumerAffairs).