Affluent Thai consumers are shifting away from luxury-for-luxury’s-sake and leaning into more purposeful spending, according to new data released by Visa.
Visa reported a steady year-on-year increase in spending among Thailand’s wealthy cardholders in early 2025 – up 10.2% in January, 13.4% in February, and reaching 17.7% in March.
At home, most transactions were made on everyday essentials. The top five spending categories were transportation, groceries, quick service restaurants, full-service restaurants, and fuel. When it came to big-ticket purchases, however, affluent Thais chose practical over flashy, with top categories including insurance, education, professional services, and flights.
Abroad, the spending story shifts toward experiences. Top destinations included Japan, Hong Kong, South Korea, and France. Dining remained the leading overseas spend category, followed by groceries, retail, and quick eats. Entertainment placed 10th – highlighting growing interest in cultural events and live experiences such as concerts and theatre.
Despite the indulgence in travel and leisure, affluent travellers continued to spend with care. The highest average spends overseas were on insurance, healthcare, automotive services, apparel, and car rentals – suggesting a focus on peace of mind and long-term value over instant gratification.