Belgium continues to strengthen its position as a key European source market for Thailand, TravMagazine reports. In 2025, no fewer than 122,347 Belgian travellers visited Thailand, representing a year-on-year increase of 13.24%. 

Even more strikingly, Belgian arrivals were 6.27% higher than in pre-COVID-19, underlining the market’s full recovery and continued growth. Belgium is thus firmly re-established as one of Thailand’s strongest-performing European markets.

Tomorrowland comes to Thailand

One of the most eye-catching announcements for Belgium was the official confirmation that Tomorrowland will take place in Thailand for the first time, from 11 to 13 December 2026. The iconic Belgian festival will be hosted at Wisdom Valley in Chonburi province, just one hour from Bangkok.

The arrival of Tomorrowland Thailand is expected to generate significant international exposure and will further reinforce tourism flows between Belgium and Thailand. Thailand also benefited from strong Flemish media exposure over the past year, thanks to popular television programmes such as ‘De Mol‘ and ‘Down the Road‘, which showcased the country to a wide Belgian audience.

The Tourism Authority of Thailand (TAT) launched a new slogan: ‘Healing Is The New Luxury‘. The focus is on wellbeing, reconnection, nature and personal renewal, positioning Thailand as a destination where inner balance and quality of experience take centre stage.

Two highlighted routes for 2026–2027

For the coming two years, TAT is promoting two thematic travel routes, one in northern and one in southern Thailand. These routes are particularly relevant for Belgian tour operators looking to diversify beyond classic itineraries.

Northern Road Trip

The Northern Road Trip connects Chiang Khan, Sukhothai, Phrae, Nan, Chiang Rai, Chiang Mai and Mae Hong Son, combining UNESCO heritage, traditional crafts, hill tribes, mountain landscapes and sustainable tourism experiences. 

The ideal travel period runs from June to December, with the rice harvest season in October and November as a key highlight.

Southern Road Trip

The Southern Road Trip focuses on lesser-known southern provinces such as Nakhon Si Thammarat, Khanom, Phatthalung, Trang and Satun. 

Highlights include pink dolphins, lotus lakes, UNESCO-recognised Nora dance, island hopping, the Emerald Cave and the unspoilt Tarutao National Park. These routes offer Belgian travellers a more authentic and nature-driven alternative to classic beach destinations.

Thai Airways and the Brussels–Bangkok connection

The record number of Belgian visitors is closely linked to the daily non-stop Thai Airways flight between Brussels and Bangkok, TravMagazine writes. Thai Airways, confirmed that the route, launched in December 2024, has been performing exceptionally well, with an average 85% load factor throughout the year.

Thai Airways plans further fleet renewal, the introduction of premium economy, and an expansion of Asian routes, reinforcing Belgium’s direct connectivity with Thailand.

Thailand tourism in context: strong recovery and high-value growth

Belgium’s strong performance fits into a broader recovery and repositioning of Thailand’s tourism sector. After the full reopening of international travel, Thailand has steadily rebuilt its visitor numbers while simultaneously shifting its focus towards higher-value tourism, longer stays and qualitative growth rather than sheer volume.

In 2024 and 2025, Thailand welcomed tens of millions of international visitors annually, with Europe once again emerging as one of the most resilient long-haul source regions. Western European markets, including Belgium, France, Germany and the Netherlands, have shown particularly strong recovery rates, characterised by above-average spending per visitor and longer average lengths of stay compared to regional markets.

Tourism remains a cornerstone of the Thai economy, accounting for a significant share of national GDP and employment, both directly and indirectly. International tourism receipts have rebounded strongly, driven not only by rising arrival numbers but also by increased spending on accommodation, gastronomy, wellness, experiences and domestic transport.

Within this landscape, Belgium consistently outperforms its size as a source market. 

Belgian travellers are recognised by TAT for their strong interest in cultural heritage, nature, gastronomy and multi-stop itineraries, aligning closely with Thailand’s current strategic priorities. 

Average trip duration for Belgian visitors traditionally exceeds the European mean, reinforcing Belgium’s importance as a high-yield, experience-driven market rather than a purely volume-based one.

Against this backdrop, the record Belgian arrival figures of 2025 are not an isolated success, but part of a structural strengthening of tourism ties between Belgium and Thailand, supported by direct air connectivity, cultural visibility and long-standing partnerships within the Belgian travel trade.

LGBTQIA+ tourism: Thailand as a long-standing inclusive destination

Thailand has long been regarded as one of Asia’s most LGBTQIA+-friendly travel destinations, a reputation that continues to strengthen as inclusivity becomes an increasingly important factor in destination choice, particularly among European travellers. 

For Belgian visitors, this openness and social acceptance are a key part of Thailand’s appeal.

The country combines a generally tolerant social climate with a well-developed tourism infrastructure that caters naturally to LGBTQIA+ travellers, especially in destinations such as Bangkok, Phuket, Chiang Mai and Pattaya. 

Hotels, tour operators and lifestyle venues are widely accustomed to welcoming diverse travellers, while Thailand’s creative industries, nightlife and festival culture further reinforce its image as a safe and expressive destination.

From a policy perspective, Thailand has taken tangible steps towards formal equality. 

In 2024, the Thai government approved legislation recognising same-sex marriage, positioning Thailand as a regional leader in LGBTQIA+ rights and sending a strong signal to international markets. This legal milestone has further enhanced Thailand’s credibility among long-haul travellers from Europe, where equality and inclusiveness are often integral to travel decision-making.

For the Belgian market in particular, LGBTQIA+ tourism represents a high-value and experience-driven segment, characterised by longer stays, multi-destination itineraries and strong interest in culture, gastronomy and events. 

Thailand’s alignment with these preferences strengthens its competitiveness, especially when combined with direct air connectivity from Brussels and high-quality hospitality standards.

TAT actively embraces diversity in its international marketing, positioning Thailand as a destination where travellers can express themselves freely and feel welcome without the need for explicit segmentation. 

Rather than promoting ‘LGBTQIA-only’ tourism, Thailand emphasises mainstream inclusivity, allowing LGBTQIA+ travellers to integrate seamlessly into the broader travel experience.

High-profile international events, creative festivals and lifestyle tourism further support this positioning. In this context, the arrival of Tomorrowland Thailand, rooted in a Belgian brand known for diversity and community, reinforces shared values and adds another symbolic layer to the strong cultural connection between Belgium and Thailand.

As global travellers increasingly prioritise destinations that reflect openness, respect and authenticity, Thailand’s long-standing inclusive image continues to resonate strongly with Belgian and European audiences, supporting both tourism growth and the country’s broader repositioning towards quality, values-driven travel.

Some tourism statistics

• Belgian travel stats to the United States continued to decline throughout 2025.
• Is Greece too popular? 2024 tourism statistics raise overtourism concerns.
• TRAIN TRAVEL | European Union records 429 billion passenger-kilometres in 2023 but domestic travel still dominates.
• 5 million passengers flew from and to Brussels Airport in summer 2025.
• BELGIUM | Flemish museums attracted more than 4.8 million visitors in 2023.
• Belgium sees modest tourism growth in 2024, led by Flanders and Brussels.
• Travel in 2024: Spain, France, USA, China, Mexico lose ground and Saudi Arabia, Indonesia, UAE to grow market share.
• France, Spain, USA, China and Italy most visited countries in the world, Belgium 41st.
• France welcomed 100 million international visitors in 2024.
• Turkey welcomed 62 million international tourists who together spent $61 billion in 2024.
• SPAIN | 94 million international visitors and €108.7 billion tourism income in 2024.
• UN WORLD TOURISM BAROMETER | International tourism recovers pre-pandemic levels in 2024.
• Outside the EU, Europeans mostly travel to Switzerland, Turkey and the United Kingdom.
• Intra-European travel mostly for fun and / or family.
• Europeans visit other European countries over 7 nights on average.