Eastern Thailand’s tourism industry is poised for a steady recovery in 2026 anchored in resilient domestic demand and targeted policy support, even as international visitor numbers remain variable.

The region’s coastal and island destinations, which include popular spots such as Pattaya and Rayong, continue to draw strong short-haul and domestic travel, offsetting softer demand from certain foreign markets.

Domestic visitor numbers strengthened in 2025, with short-haul, independent travellers supporting overall volume and helping to stabilise regional activity.

This domestic resilience has provided a solid foundation for the tourism sector as it navigates shifting global patterns and competitive pressures.

Looking ahead, analysts expect gradual reinforcement of the international segment as global travel confidence recovers and connectivity improves.

Expanded visa-free travel arrangements and enhancements to airport infrastructure are viewed as important catalysts for attracting a broader mix of international visitors.

Eastern Thailand’s proximity to Bangkok and its role within broader national transport upgrades, such as improved rail and air links, also position the region to benefit from broader tourism flows and facilitate smoother access for overseas travellers.

The regional tourism market is further supported by a shift toward experience-led travel, with visitors increasingly drawn to cultural, wellness and outdoor attractions, as well as the persistence of “drive-in” segments that favour flexibility and local engagement.

Such trends reflect broader shifts in travel behaviour emerging after the pandemic, including preferences for shorter trips, deeper cultural engagement and activities that emphasise health, wellness and lifestyle.

Strategic government campaigns, cooperation between public and private sectors and smart-tourism initiatives are expected to sustain momentum as the industry continues to adapt to evolving demand.
Despite these positives, challenges remain, particularly regarding the pace of recovery in international arrivals from major markets, which cooled in recent periods.

However, long-haul tourism from regions such as Europe and Australia has shown some growth, helping buffer revenue impacts from weaker short-haul segments.

These mixed dynamics underscore the importance of diversified market development and continued investment in infrastructure, connectivity and destination enhancements.

As 2026 unfolds, Eastern Thailand’s tourism outlook is shaped by resilient underlying demand, policy emphasis on sustainability and strategic growth initiatives that aim to balance short-term recovery with long-term competitiveness.