Malaysia Joins China, India, Russia, and South Korea Tourists to Dive Into Thailand After ADEX 2026 Campaign, Boosting Phuket, Krabi & Ko Tao Hospitality Sector

Malaysia has joined China, India, Russia, and South Korea in fueling a major tourism resurgence in Thailand’s marine destinations after the ADEX Big Blue Legacy 2026 campaign in Singapore, with Phuket, Krabi, and Ko Tao seeing pronounced gains. In 2025, nearly 4.5 million Malaysian tourists visited Thailand, the highest regional figure, while a sharp rise in hotel occupancy and travel demand has boosted the local hospitality sector.

Surge in Arrivals from Regional Markets

China matched Malaysia with nearly 4.5 million visitors to Thailand in 2025, securing a place among the top three source countries for inbound tourism. India followed with around 2.5 million arrivals, marking a 10% year-on-year increase.

Russia contributed nearly 1.9 million tourists, while South Korea added approximately 1.6 million. This collective influx has been most visible in coastal hubs, where local economies are experiencing renewed momentum.

Airline and Hospitality Sector Response

Major airlines, including Malaysia Airlines, AirAsia, Air India, and Thai Airways, have ramped up flight frequencies and introduced new packages to accommodate the demand for travel to Thailand’s diving hotspots. These expanded direct routes are directly linked to a 20% surge in hotel occupancy in Phuket over recent months.

The focus on marine tourism at the ADEX 2026 event has prompted travelers to seek out underwater experiences in locations such as the Similan Islands and Ko Tao. This trend is driving sustained growth in bookings and reinforcing Thailand’s status as a premier marine tourism destination.

Source: https://www.travelandtourworld.com/news/article/malaysia-joins-china-india-russia-and-south-korea-tourists-to-dive-into-thailand-after-adex-2026-campaign-boosting-phuket-krabi-ko-tao-hospitality-sector/