Bangkok, 4 December 2025 – The Tourism Authority of Thailand (TAT) has marked a new milestone in regional connectivity with the launch of three inaugural Japan–Bangkok services operated by Thai AirAsia X and Thai Lion Air. The new routes from Sendai, Hokkaido and Osaka significantly expand short-haul access into Thailand and are expected to stimulate year-end travel demand from one of the country’s most valuable international markets.
Miss Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing – Asia and the South Pacific, said “These new connections from Sendai, Hokkaido and Osaka reflect the strong confidence of our airline partners in Thailand’s tourism prospects. Expanded air access is essential to sustaining travel flows from Japan, and TAT will continue working with carriers to support sustainable growth. With rising interest among younger Japanese travellers, Thailand is well placed to deliver high-quality experiences that resonate with today’s evolving travel preferences.”
Japan is a leading source of inbound tourism for Thailand, generating strong, stable revenue and maintaining consistent travel throughout the year. TAT is advancing a dual-track approach to the market by preserving established segments while expanding influence among new audiences, particularly Millennial and Gen Z travellers who are visiting Thailand for the first time. Strengthened airline partnerships and greater seat capacity are central to this strategy, supporting Thailand’s position as a preferred destination for Japanese visitors.
Thai AirAsia X commenced its four-times-weekly Sendai–Bangkok service on 1 December 2025. The inaugural flight also carried more than 100 youth football players from the Tohoku region who travelled to Bangkok for matches and training. Their arrival coincided with TAT’s launch of the Enjoy Training in Thailand initiative, which promotes Thailand as a warm-weather, year-round training destination for youth athletes and coaches from Japan. The programme includes planned joint promotions with partner sports clubs to bring recurring training camps to Thailand and elevate the country’s profile as a world-class sports training base.
Thai Lion Air, meanwhile, inaugurated its three-time-weekly Hokkaido–Bangkok service on 1 December 2025. The airline launched its four-times-weekly Osaka–Bangkok service on 2 December 2025, further strengthening connectivity between Japan’s major cities and Thailand.
From 1 January to 30 November 2025, Thailand recorded 985,612 Japanese visitors, a year-on-year increase of 4.16 per cent. Most travellers arrive as FIT visitors with an average spend of 39,000 Baht per trip and an average stay of 6.04 days. Popular destinations include Bangkok, Chon Buri, Phuket, Ayutthaya and Chiang Mai. Growing demand provides strong momentum as Thailand advances toward its target of welcoming more than one million Japanese arrivals by the end of 2025.
