Thailand Sets 2.8 Trillion Baht Tourism Revenue Goal for 2026, Prioritising 'Value Over Volume'
Tourism Authority of Thailand targets global top-ten ranking by revenue, with 58 percent from international visitors and 42 percent from domestic travel
The Tourism Authority of Thailand (TAT) has announced a revenue target of 2.8 trillion baht for 2026, aiming to position the country among the world's top ten tourism earners.
The target includes 1.63 trillion baht from international arrivals and 1.17 trillion baht from domestic tourism, supported by an estimated 214 million domestic trips.
Tourism and Sports Minister Sorawong Thienthong stated that the government intends to enhance tourism growth beyond current projections where possible.
TAT Governor Thapanee Kiatphaibool outlined the strategic direction under the concept of 'The New Thailand', focusing on value over volume.
The agency plans to restructure the tourism industry to emphasise quality, distribute tourism income to local communities, design customised experiences for specific tourist segments, and collaborate across sectors to promote sustainability.
Revenue is projected to be generated 58 percent from international visitors and 42 percent from the domestic market.
Short-haul international markets recorded 12.1 million arrivals as of July 16, a year-on-year decrease of 13.1 percent, reaching only 42.8 percent of the annual target.
TAT attributed this to lingering perceptions of safety concerns, a sluggish Chinese economy, and airline capacity recovery at 78 percent of 2019 levels.
Long-haul markets showed stronger performance, with 5.8 million arrivals as of July 13, marking a 14 percent year-on-year increase.
Officials noted strong forward bookings and increased availability of direct and chartered flights for the remainder of the year.
TAT representatives cited challenges including geopolitical tensions, global economic pressures, and increased competition from other Asian destinations.
In the first five months of 2025, Vietnam, Sri Lanka, Japan, and China saw year-on-year increases in inbound tourism of 21 percent, 15 percent, 24 percent, and 30 percent respectively.
The target includes 1.63 trillion baht from international arrivals and 1.17 trillion baht from domestic tourism, supported by an estimated 214 million domestic trips.
Tourism and Sports Minister Sorawong Thienthong stated that the government intends to enhance tourism growth beyond current projections where possible.
TAT Governor Thapanee Kiatphaibool outlined the strategic direction under the concept of 'The New Thailand', focusing on value over volume.
The agency plans to restructure the tourism industry to emphasise quality, distribute tourism income to local communities, design customised experiences for specific tourist segments, and collaborate across sectors to promote sustainability.
Revenue is projected to be generated 58 percent from international visitors and 42 percent from the domestic market.
Short-haul international markets recorded 12.1 million arrivals as of July 16, a year-on-year decrease of 13.1 percent, reaching only 42.8 percent of the annual target.
TAT attributed this to lingering perceptions of safety concerns, a sluggish Chinese economy, and airline capacity recovery at 78 percent of 2019 levels.
Long-haul markets showed stronger performance, with 5.8 million arrivals as of July 13, marking a 14 percent year-on-year increase.
Officials noted strong forward bookings and increased availability of direct and chartered flights for the remainder of the year.
TAT representatives cited challenges including geopolitical tensions, global economic pressures, and increased competition from other Asian destinations.
In the first five months of 2025, Vietnam, Sri Lanka, Japan, and China saw year-on-year increases in inbound tourism of 21 percent, 15 percent, 24 percent, and 30 percent respectively.
