Koh Samui Hotel & Tourism Market – June 2025 Review
- Hin Fah
- Jun 11
- 2 min read
Koh Samui has firmly stepped into a new era of tourism, not just recovering from the disruptions of the pandemic but surpassing pre-COVID benchmarks. As of April 2025, the island's tourism and hospitality sectors are experiencing a renaissance- fueled by growing international arrivals, a rejuvenated cruise market, and sustained interest in premium travel experiences.
Skyward Momentum: Air Travel Rebounds Stronger Than Ever
Between January and April 2025, Samui International Airport welcomed over 1.12 million passenger arrivals- a 9% increase year-on-year. This builds on a remarkable 2024, where total arrivals soared to nearly 2.78 million, up 21% from the previous year and exceeding 2019 levels. These numbers underscore Samui's growing appeal as a tropical escape, supported by renewed air connectivity and rising global travel confidence.
European travelers led this surge, comprising 56% of all international visitors in 2024. Germany, the UK, and France were the top three markets, driven by expanded codeshare agreements with Bangkok Airways and major airlines like Lufthansa, KLM, and Air France. Asia’s leading contributor was China, where demand was revived by non-scheduled direct flights linking Samui with Chengdu, Chongqing, and Xi’an.
All Aboard: Cruise Tourism Anchors Deeper into Samui
Not just in the skies, Samui’s tourism uplift is mirrored on the seas. In 2024, 50 cruise liners docked on the island carrying over 94,000 passengers- almost double the figures from 2023. From January to April 2025 alone, 35 ships brought in 65,792 passengers, marking a 6% year-on-year rise.
Germany, the US, the UK, Canada, and Australia dominated cruise source markets. This surge is backed by Thailand’s broader push to develop Samui as a cruise hub, highlighted by the inauguration of the Laem Chabang–Samui–Singapore route and a forthcoming cruise terminal scheduled for completion in 2032. Once operational, the terminal is expected to host 120 cruise landings per year and draw 180,000 visitors.
Hotels Hold Their Ground: Rates Up, Occupancy Mixed
On land, Samui's hotel industry has kept pace with tourism demand. Average daily rates (ADR) rose 9% in 2024 and continued to climb through the first half of 2025, spiking 21% in April alone. Occupancy also rebounded by 12% year-on-year in 2024, although early 2025 saw a slight dip during Chinese New Year, reflecting Samui’s continued seasonality.
The island’s accommodation market comprises 634 registered properties with 24,188 keys, growing at a conservative compound annual rate of just 1% since the pandemic. This limited supply growth, combined with rising demand, has allowed hotels to command better pricing power, particularly in the luxury segment which accounts for 34% of total supply.
Pipeline and Prospects: What’s Ahead
While current hotel supply remains relatively flat, Samui's hospitality future is being shaped by upcoming developments. Notable openings include the 78-key Nivata Koh Samui by Hilton in November 2025, and SO/ by Sofitel in Bo Phut, scheduled for 2026. Also in the pipeline are wellness-oriented projects like Fivelements Samui in Lamai and large-scale hospitality assets like the 533-key Wyndham Garden Samui Wing, expected by 2028.
Looking even further ahead, infrastructure projects like the proposed Cruise Ship Terminal and Marina to Samui (tentatively breaking ground in 2027) could reshape travel dynamics entirely. If realized, it would create a new artery of land access to the island and further support long-term tourism growth.
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