Thailand’s tourism sector is projected to generate 2.87 trillion baht in revenue in 2025, falling short of the 3-trillion-baht target, according to the Tourism Authority of Thailand (TAT). The shortfall is attributed to a sluggish recovery in the Chinese market and continued global economic uncertainty. However, the TAT expects a rebound in 2026, forecasting a 7% increase in tourism revenue to reach the 3-trillion-baht mark.
The revised outlook was presented during the TAT Action Plan 2026 meeting on July 15, which brought together representatives from 43 domestic and 28 international offices to coordinate strategy for the coming year.
TAT Governor Thapanee Kiatphaibool described 2025 as a “rollercoaster” for the tourism sector, citing unpredictable shifts in travel patterns. Safety concerns have dampened tourist flow from China — traditionally Thailand’s largest source market — prompting officials to shift focus toward high-spending markets such as the Middle East and Europe. The UK, France, and Germany are each expected to deliver over one million arrivals in 2025.
Despite the challenges, Thailand is forecast to welcome more than 35.5 million foreign tourists this year, generating 1.77 trillion baht in international revenue. Domestic travel is anticipated to contribute an additional 1.1 trillion baht.
To stimulate further growth, TAT plans to expand co-promotions with international airlines and offer incentives for chartered flights, particularly from China. The agency also aims to shift its emphasis in 2026 toward increasing tourism value and average spending rather than focusing solely on visitor numbers. Strategic marketing efforts will target high-potential segments, while initiatives to improve the country’s image as a safe and reliable destination are set to continue.
Key priorities for 2026 include advancing sustainable tourism, enhancing the quality of services, and leveraging cultural soft power. TAT hopes these efforts will restore tourism revenue to pre-pandemic levels seen in 2019.
Tourism and Sports Ministry officials also confirmed that the proposed 300-baht tourism fee will be postponed to avoid deterring potential visitors. The levy, originally slated for this year, may now be implemented in mid to late 2026, depending on market conditions.
Vice-Minister of Tourism Jakkaphon Tangsutthitham noted that the global tourism landscape remains highly competitive and volatile, particularly in Asia, necessitating a cautious approach to new fee policies and long-term strategy adjustments.
