Mitihoon − Visa, a world leader in digital payments, revealed new data showing a strong surge in both inbound and outbound travel, shopping and lifestyle spend during the festive period in December 2025. Moments of celebration often bring people closer together, and in 2025, the happiness and togetherness of the festive season inspired Thai consumers and international visitors alike to spend more on themselves and their loved ones. Whether planning dream trips, upgrading hotel stays, buying gifts or enjoying special meals, people were willing to invest in experiences that create lasting memories.
Thai and international travellers powered a rebound in cross‑border spending in 2025, with a clear shift toward higher‑value shopping, travel and lifestyle‑related categories. People are travelling more, spending confidently both in Thailand and abroad, and increasingly using their cards for a broader range of experiences, from shopping and dining to flights and hotels.
“Festive seasons are when people feel most connected to family, friends and to the places they love, and that really shows up in how they choose to spend,” said Anthony Watson, Country Manager for Visa Thailand. “What we are seeing is a clear shift toward experiences. Thai travellers are upgrading their journeys, staying in better accommodation, shopping for brands they love and exploring more destinations, while international visitors to Thailand are doing the same. Our role at Visa is to make every one of those moments, from booking a flight to paying for a special meal, as secure, seamless and rewarding as possible, no matter where people are in the world.”
Outbound: Thai Travellers Upgrade Their Festive Journeys
Outbound spending from Thailand in 2025 was driven by 5 key corridors, with Japan remaining the most popular destination by a wide margin, followed by South Korea, Hong Kong, the United Kingdom and the United States. Visa also observed particularly strong growth in outbound spending to China during the year, highlighting its rising appeal among Thai travellers. South Korea, meanwhile, saw a notable rebound in the final quarter, especially from October to December, as travel momentum picked up during the festive season.
This mix of short‑haul Asian hubs and premium long‑haul markets reflects how Thai travellers are balancing quick getaways with higher‑value overseas trips, supporting a broad‑based recovery in outbound travel and spending. Across destinations, outbound spend was concentrated in 5 lifestyle‑led categories: Retail Goods, Travel Services, Lodging, Apparel & Accessories and Department Stores. Travel is increasingly used as an opportunity to shop, upgrade journeys and enjoy higher‑quality stays, with greater emphasis on comfort, experiences and personal style.
The year‑end period further reinforced this trend. In December 2025, Thai cardholders increased spending across travel, lodging and shopping‑related categories as they booked last‑minute trips, extended stays and indulged in festive purchases abroad. Year‑end travel is now seen not only as a time to unwind, but also as a key moment for premium experiences, self‑reward and gifting, anchoring outbound spending during peak celebration periods.
Inbound: Thailand Attracts High‑Value International Visitors
While Thai travellers spent more overseas, inbound spending in Thailand also surged during the festive period. The top 5 source markets were the United States, the United Kingdom, Australia, Germany and France, underscoring Thailand’s continued appeal among long‑haul and premium travellers.
Spending patterns across key inbound categories point to a clear shift toward experience and lifestyle‑led travel. Strong activity in Food & Grocery, Restaurants, Healthcare, Airlines, and Apparel & Accessories suggests that international visitors are allocating more of their holiday budgets toward dining, shopping, wellness and personal style. A modest softening in lodging spend indicates evolving travel behaviour, with some visitors opting for shorter stays, a broader mix of accommodation types or prioritising experiences and activities over room nights alone.
Momentum peaked in December 2025, when inbound spending rose 7-12% compared with November across accommodation, shopping, dining and leisure‑related categories. This highlights international visitors’ willingness to spend more on flights, stays, shopping and memorable experiences as they chose Thailand to celebrate the year‑end holidays.
“Thailand continues to be one of the world’s favourite places to celebrate, and the strong growth in both inbound and outbound festive spending reflects that,” Anthony added. “As we look ahead to Songkran and the next year‑end holidays, Visa is working with our banks, merchants and tourism partners to ensure that every celebration, whether at home or abroad, comes with payment experiences that are simple, secure and truly rewarding.”
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