Thailand’s tourism outlook for 2026 has been downgraded, as the Tourism Authority of Thailand (TAT) adjusts expectations in response to geopolitical tensions in the Middle East and broader global uncertainties.
TAT Governor Thapanee Kiatphaibool said yesterday the agency now projects 30-34 million foreign arrivals in 2026, a reduction of 18% from the earlier target, based on the assumption that tensions in the Middle East will ease in the next one to three months.
The downward revision reflects a slowdown in key long-haul markets, including the Middle East, Europe and the United States, alongside constraints in flight capacity and volatility in global oil prices, which continue to weigh on travel demand.
Domestic tourism is also expected to soften slightly, with Thai trips projected at 206 million, down 3% from the original target.
Despite the softer outlook, the sector is still forecast to generate 2.58 trillion baht in total tourism revenue.
“The changing landscape has prompted the TAT to recalibrate its strategy, shifting away from a volume-driven approach towards a value-over-volume model,” Thapanee said.
This includes efforts to increase spending per trip, developing higher-quality tourism products and experiences, strengthening messaging around value, safety and reliability and leveraging digital platforms and technology to enhance competitiveness.
The move comes as global economic fragility persists, requiring Thai tourism operators to adapt to more cautious travel behaviour, and intensifying regional competition.
Between January 1 and March 1 this year, Thailand recorded 9.31 million international arrivals, with China remaining the largest source market at 1.49 million visits.
Other key markets included Malaysia with 960,000 visits, followed by Russia at 726,000, India at 626,000 and South Korea at 412,000.
Long-haul markets, such as the United Kingdom, Germany, the United States and Japan, continue to play a crucial role in driving higher average spending per trip, despite slower growth.
While the sector faces persistent external pressures, including a slowing global economy and fluctuating travel costs, a more diversified tourist base has helped to improve resilience.
This reduces overreliance on any single market, particularly as China’s outbound tourism has yet to fully return to pre-pandemic levels.
In 2025, Thailand’s tourism industry remained a key engine of economic growth, despite headwinds from geopolitical uncertainty and intensifying competition across Asia.
Although visitor numbers gradually recovered, tourism revenue growth lagged behind, reflecting more cautious spending behaviour among travellers.
The TAT Governor added that “This trend reinforces the urgency of boosting spending per trip, while enhancing the overall quality of travel experiences, a strategic pivot that is expected to define Thailand’s tourism direction in the years ahead.”
