Norwegian tourists generated more than 8.8 billion baht in revenue for Thailand in 2025, according to new figures released by the Tourism Authority of Thailand (TAT).
More than 123,000 Norwegians visited the country during the year. Each traveller spent an average of 71,985 baht per trip, placing Norway fourth among Thailand’s European long-haul markets for average spending.
Norwegians also stayed for an average of 19 days, making the market valuable beyond its relatively modest number of visitors.
TAT wants Norwegians to explore more of Thailand
TAT now wants to turn Norwegian interest in Thailand into more year-round bookings and direct travellers towards less familiar destinations.
Chiravadee Khunsub, TAT Deputy Governor for International Marketing in Europe, the Americas, the Middle East and Africa, presented the strategy at a travel industry event in Oslo on 8 September.
“In Norway, this means expanding the itinerary beyond familiar destinations through wellness, culture, gastronomy and local experiences,” Chiravadee Khunsub said.
TAT highlighted Nakhon Si Thammarat and northeastern Thailand among the alternatives to Thailand’s established tourist routes. The authority also wants to strengthen the country’s position as a health and wellness destination.
Around 50 Norwegian tour operators, travel agents, online travel agencies, airlines and media representatives attended the event.
Direct air connections currently include Thai Airways’ daily Oslo-Bangkok service and seasonal flights operated by Norse Atlantic Airways to Bangkok and Phuket.
Source: Tourism Authority of Thailand
