According to the Ministry of Tourism and Sports of Thailand, the target for 2026 for Thailand's tourism industry is to achieve a 5% increase in total revenue to 2.8 trillion baht, following the motto of "promoting value over quantity". Accordingly, the number of international visitors to Thailand in 2026 is expected to bring in revenue of 1.63 trillion baht, while domestic revenue is forecast to reach 1.17 trillion baht from 214 million domestic trips.
Wat Chalong - a famous tourist destination in Phuket, Thailand. Photo: Ngoc Diep
The head of the Tourism Authority of Thailand (TAT) - Ms. Thapanee Kiatphaibool said that Thai tourism will change towards "New Thailand", prioritizing value over the number of visitors.
Towards this goal, Thailand will adjust the tourism industry structure towards quality tourism, allocate opportunities to localities, have new attractions with experiences designed to the needs of specific tourist groups, and cooperate with all sectors towards sustainability.
Despite its ambitious 2026 target, Thailand’s tourism industry is facing challenges this year due to geopolitical tensions, economic pressures, and competition from emerging Asian rivals. In the first five months of 2025, Vietnam, Sri Lanka, Japan, and China saw visitor numbers increase by 21%, 15%, 24%, and 30% year-on-year, respectively.
Meanwhile, Thailand is witnessing a decline in international visitors from nearby markets, especially Chinese tourists, which as of mid-July 2025 had decreased by 13.1% compared to last year and are expected to reach only 42.8% of the 2025 target.
Thailand is expecting more from long-haul markets, with growth of 14% year-on-year as of July 13. These markets are expected to send a large number of visitors to Thailand in the second half of 2025, with the addition of direct and charter flights.
Source: https://bvhttdl.gov.vn/du-lich-thai-lan-dat-muc-tieu-tang-truong-moi-cho-nam-2026-20250723091138034.htm
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