Koh Samui is enjoying a strong surge in tourism through the first four months of 2025, with a rise in air and cruise arrivals, solid hotel performance, and increasing appeal as a global wellness destination, according to C9 Hotelworks’ latest market review.
Koh Samui International Airport welcomed 1,127,832 passengers between January and April 2025, marking a 9 per cent increase on the same period in 2024. This follows a 21 per cent year-on-year increase in 2024, pushing total air arrivals to 2.78 million—surpassing pre-pandemic 2019 levels. Cruise tourism also played a key role in the island’s growth, with 35 cruise ships bringing 65,792 passengers, a 6 per cent rise year-on-year.
Hotel sector showing resilience
Hotel performance remained buoyant, with January 2025 occupancy up 8 per cent year-on-year. Despite a softer Chinese New Year period, overall 2024 occupancy was up 12 per cent compared to 2023. The island’s Average Daily Rate (ADR) continued to climb, rising 9 per cent in 2024 and a significant 21 per cent in April 2025 alone.
Wellness tourism fuelling year-round travel
Koh Samui is cementing its reputation as a wellness retreat, attracting travellers seeking meaningful, restorative experiences. Flagship properties such as Kamalaya are leading the charge in this sector, which is characterised by longer stays and off-peak travel. The wellness trend is contributing to the island’s evolution into a high-value, sustainable tourism hub.
Europe leads international source markets
European travellers remain the primary international market, making up 56 per cent of arrivals in 2024. Growth has been supported by Bangkok Airways’ codeshare agreements with 30 global airlines and improved access via Scoot’s Singapore service, providing long-haul connectivity via Changi Airport.
Investment confidence and new openings
The island is home to 634 registered accommodation providers with 24,188 keys, maintaining a stable supply with a five-year compound annual growth rate of just 1 per cent. Several new branded properties are in the pipeline, including Nivata Koh Samui (Tapestry Collection by Hilton) set to open in late 2025, as well as SO/ by Sofitel and Fivelements Samui expected in 2026.
With strong international demand, growing air and cruise capacity, and a disciplined development pipeline, Koh Samui is well positioned for continued tourism growth through the remainder of 2025.
