Thailand Eyes Robust Tourism Rebound in 2026 After 2025 Arrival Decline
Bangkok sets ambitious growth and revenue targets for next year as foreign visitors dip in 2025
Thailand’s tourism authorities have outlined ambitious plans to drive a strong recovery in 2026 following a notable downturn in foreign arrivals in 2025. Preliminary official data show that inbound visitors to the kingdom fell by 7.23 percent in 2025 compared with the previous year, resulting in an estimated 32.97 million foreign tourists for the year — the largest drop since the pandemic period and below government projections.
This softer performance was attributed to uneven recovery in key markets, persistent global economic uncertainty, a stronger Thai baht that dampened price competitiveness, and lingering perceptions around safety in some source markets, even as domestic tourism remained resilient and continued to grow.
In response, the Tourism Authority of Thailand (TAT) and the Ministry of Tourism and Sports have unveiled a strategic pivot for 2026, with a focus on reinvigorating the sector and targeting significant growth in both revenue and visitor numbers.
Under the theme “Value is the New Volume”, the 2026 strategy emphasises quality over sheer visitor volume, prioritising higher-value travellers, sustainable tourism practices and diversified offerings that appeal to niche segments such as wellness, cultural, and eco-tourism.
Thai authorities have set a headline revenue goal of around 2.8 trillion baht for 2026, incorporating contributions from an expanded base of international and domestic travellers.
The framework envisages generating approximately 1.63 trillion baht from foreign visitors and 1.17 trillion baht from robust domestic travel activity, underpinned by an estimated 214 million domestic trips and a substantial rebound in international demand.
Government officials and industry leaders have stressed efforts to recalibrate marketing initiatives, enhance connectivity with emerging source markets, and strengthen Thailand’s brand as a world-class destination that blends cultural richness with modern experiences.
By broadening its tourism portfolio and deepening partnerships across sectors, Thailand aims to capture a larger share of global travel flows and achieve year-on-year growth that surpasses the decline seen in 2025. The renewed strategy reflects a broader policy emphasis on resilience, sustainability and competitiveness that could position the kingdom among the top global tourism earners and contribute to broader economic momentum as global travel patterns continue to evolve.
This softer performance was attributed to uneven recovery in key markets, persistent global economic uncertainty, a stronger Thai baht that dampened price competitiveness, and lingering perceptions around safety in some source markets, even as domestic tourism remained resilient and continued to grow.
In response, the Tourism Authority of Thailand (TAT) and the Ministry of Tourism and Sports have unveiled a strategic pivot for 2026, with a focus on reinvigorating the sector and targeting significant growth in both revenue and visitor numbers.
Under the theme “Value is the New Volume”, the 2026 strategy emphasises quality over sheer visitor volume, prioritising higher-value travellers, sustainable tourism practices and diversified offerings that appeal to niche segments such as wellness, cultural, and eco-tourism.
Thai authorities have set a headline revenue goal of around 2.8 trillion baht for 2026, incorporating contributions from an expanded base of international and domestic travellers.
The framework envisages generating approximately 1.63 trillion baht from foreign visitors and 1.17 trillion baht from robust domestic travel activity, underpinned by an estimated 214 million domestic trips and a substantial rebound in international demand.
Government officials and industry leaders have stressed efforts to recalibrate marketing initiatives, enhance connectivity with emerging source markets, and strengthen Thailand’s brand as a world-class destination that blends cultural richness with modern experiences.
By broadening its tourism portfolio and deepening partnerships across sectors, Thailand aims to capture a larger share of global travel flows and achieve year-on-year growth that surpasses the decline seen in 2025. The renewed strategy reflects a broader policy emphasis on resilience, sustainability and competitiveness that could position the kingdom among the top global tourism earners and contribute to broader economic momentum as global travel patterns continue to evolve.
