Thailand

Dragon Trail International reported that Thailand and Bangkok remained among the top five outbound destination across several online platforms for Chinese travellers during the Lunar New Year holiday. Director of Marketing and Communications at Dragon Trail said that “Thailand should benefit from Chinese tourists redirecting travel from Japan amid a political dispute”. Thailand ranked first on Qunar for outbound destinations, third on Mafengwo, and fourth on Tuniu. Bangkok ranked second on Tongchenc and third on Flight Master. Thailand has the highest number of international flights from China between 2 Feb-13 Mar, although it remains 27% below pre-pandemic levels

Minor International Public Company Limited is reportedly considering a Hong Kong initial public offering (IPO) for its restaurant businesses as early as this year, which could raise over 400 million USD. Minor Food operates restaurants like Burger King and Dairy Queen. A representation of the company declined to comment

PM Anutin expressed confidence in Thailand’s economic outlook following the general election, noting that they will “preserve financial and fiscal stability to ensure that our economic foundations remain strong”

The Bhumjaithai Party, which won the 8 Feb general election, will form a coalition government with the Pheu Thai party. Bhumjaithai also secured the support of six smaller parties, totalling eight seats, which means the alliance now has around 275 seats in Parliament

The Centre for Economic and Business Forecasting at the University of the Thai Chamber of Commerce (UTCC) reported that consumer confidence index rose to 52.8 in Jan, from 51.9 in Dec 2025, driven by higher exports and optimism over a new government. UTCC projects a GDP growth of 0.8%-1.2% YoY in Q1 during the government formation

The Expressway Authority of Thailand (EXAT) has published the final study results for the proposed 74 billion THB Samui Expressway project, which will connect the mainland to Koh Samui via a sea bridge. EXAT’s willingness-to-pay survey found most motorists are prepared to pay between 1,000-1,200 THB per four-wheel vehicle per trip. EXAT pledged fair compensation for land expropriation based on official appraisal and current market prices. The project is expected to generate up to 400 billion THB in economic circulation over a 30-year period through tourism, employment, and logistics. The project is expected to be proposed to the EXAT board and the Transport Ministry in 2026, followed by an Environmental Impact Assessment (EIA), with Cabinet approval expected by 2027. Construction is targeted to begin in 2029, with operations by late 2033

Agoda has launched the new “Hat Yai Lights Up” destination campaign to support Hat Yai’s tourism recovery following the flood. The campaign is developed in partnership with the Hat Yai Songkhla Hotels Association and aims to encourage travel to the city through accommodation offers and destination content designed to support trip planning and extend visitor stays. The campaign will run until 2 Mar and includes accommodation discounts, a curated Hat Yai travel guide jointly-developed with the Hat Yai Songkhla Hotels Association, and a landing page with hotel options

Shanghai-based Spring Tour reported that Thailand has returned to being the top outbound destination for Chinese tourists ahead of the 9-day Lunar New Year holiday from 15 Feb

TAT dismissed concerns that Thailand is becoming too expensive for South Korean tourists, noting that domestic prices remain stable. TAT attributed the perceptions of higher prices to exchange rate movements rather than inflation within Thailand

The World Bank has downgraded its GDP growth outlook for Thailand to 1.6% in 2026, attributed to a combination of high household debt and a limited tourism recovery. World Bank expects a 2.2% growth in 2027

The Thai Cabinet has approved the “Forests for Life” project, aimed at strengthening conservation of tropical forest landscapes through systematic, integrated management and community participation. The project is supported by the Global Environment Facility (GEF), with the UN’s Food and Agriculture Organisation (FAO) serving as the implementing agency. The five-year project will focus on four key landscapes: Doi Inthanon and Omkoi in Chiang Mai, Western Thung Yai Naresuan in Kanchanaburi, and Phanom Dong Rak in Si Sa Ket. It will receive 6.65 million USD from GEF, with in-kind contributions of 81.21 million, for a total budget of around 87.86 million USD

Chonburi residents surrounded a truck transporting ballot boxes and camped out overnight to prevent their removal, citing suspicious handling of the boxes and discarded vote-tally sheets found nearby. Protesters also gathered in several provinces, calling on the Election Commission to do local recounts over alleged irregularities. The #RecountNationwide hashtag was also trending on social media

SiteMinder reported that the average daily rate for hotels in Thailand rose by 3% in 2025 to 4,984 THB, with longer average length of stay. Booking.com, Agoda, and direct hotel bookings generated the most revenue, followed by Expedia Group and Trip.com. Thailand recorded the longest stays in the Asia Pacific region, with bookings of two nights or more increasing to 35% from 29% in 2024. SiteMinder’s Country Manager for Thailand said that 77% of total hotel reservations come from foreign guests, +1.14 pp YoY, the highest proportion globally

The Permanent Tourism Secretary reported that a new committee set up by the PM and chaired by the Permanent Foreign Affairs Secretary plans to revise visa policies, including 60-day visa-free stays for visitors from 93 countries. She added that the Tourism Ministry provided supporting research for the committee, which is expected to cut visa-free stays to 30 days in order to prevent loopholes that could be exploited by foreign criminals or individuals intending to commit illegal activities in Thailand. The Tourism Secretary believes that this change “should not impact tourism” as foreign tourists tend to stay for 21 days at most

The Thailand-ASEAN Halal Trade and Tourism Association (TAHTA) has said that they expect 10,000 Malaysians to visit Thailand for Chinese New Year, a drop vs last year, likely due to the start of Ramadan. Malaysians currently account for 50% of booked hotel rooms in Hat Yai. All hotels were fully booked for Songkran in Apr, with the majority of bookings by Malaysians. They noted that most premises impacted by the flooding in late 2025 are now back in full operations

The Department of Rural Roads (DRR) said that the Naka Vithi Mekong riverside road project is 44% completed and is expected to be finished by Mar 2027. The road runs from the Second Thai-Lao Friendship Bridge in Mukdahan to the Phra That Phanom monument in Nakhon Phanom. The project aims to boost cross-border trade, transport, and tourism between Thailand and Laos

Thailand’s Department of Rural Roads (DRR) said that the Naka Vithi Mekong riverside road project is 44% completed and is expected to be finished by Mar 2027. The road runs from the Second Thai-Lao Friendship Bridge in Mukdahan to the Phra That Phanom monument in Nakhon Phanom. The project aims to boost cross-border trade, transport, and tourism between Thailand and Laos

The Department of Land Transport (DLT) has launched a three-colour QR code system in taxis worldwide, allowing passengers to verify drivers, track trips in real time, estimate fares, and file urgent complaints. The QR code stickers are being installed on around 70,000 metered taxis, with the rollout expected to be completed by Jun. The purple QR code can be used to verify driver’s identity; the blue QR code will provide fare estimates and lets users review drivers, leave compliments, and check trip status; while the red QR code can be used to file urgent complaints

Director of TAT’s Phuket Office said the province is projecting an average hotel occupancy rate of 81.87% during the Chinese New Year period from 17-23 Feb. Tourism revenue during the period is expected to surpass 600 million THB. Travel demand is being driven by a range of cultural and tourism activities, such as the Thailand Biennale; Phuket 2025 International Contemporary Art Festival; the annual Wat Chalong Fair at Wat Chaiyathararam from 16-22 Feb; the 29th Bay Regatta sailing race from 18-22 Feb; the Phuket Lantern Festival from 11 Feb-3 Mar; and the Phuket Chinese New Year Festival "Duan Sam Ban Rao" in Phuket Old Town from 22-24 Feb

TAT has launched its Tourism Product Highlight 2026 roadmap, a strategic blueprint aimed at shifting the destination towards high-value, experience-based travel. The TAT Governor outlined a three-pillar strategy, including designing ready-to-sell narratives that heighten the marketability of existing tourism assets; highlighting community engagement to ensure tourism receipts benefit local economies; and targeting operator standards through the TAT Certified framework, utilising mechanisms such as the Sustainable Tourism Goals Sustainable Tourism Acceleration Rating programme and Trusted Thailand, to align local suppliers with international safety and sustainability standards. The 2026 product portfolio categorises offerings into niche segments such as Luxury Voyage Thailand; Romance in Thailand; Thai Craft Destination; From Dusk till Dawn; and Travel with Care, among others

The Tourism Ministry reported that Thailand has welcomed 4,185,291 international arrivals from 1 Jan-8 Feb, -10.77% YoY, generating around 207,066 million THB in revenue from international visitor spending. China was the top source market with 569,987 arrivals, followed by Malaysia (377,860), Russia (340,618), India (285,767), and South Korea (207,357). Thailand recorded 796,978 international arrivals from 2-8 Feb, +4.54% WoW. China was the top source market during the week, with 151,988 arrivals (+30.45% WoW), followed by Malaysia (62,745; -20.91% WoW), Russia (58,945; +1.30%), India (48,396; +1.70%), South Korea (33,811; -7.64%)

Senior Vice President of Domestic Marketing at the Thailand Convention and Exhibition Bureau (TCEB) said that MICE is a “critical investment mechanism that builds trust and confidence in a destination’s ability to support industry and economic growth”, adding that successfully hosting mega-event MICE project shows that the city has the “management to create change”. TCEB is implementing a MICE 4D strategy to shift the industry’s focus from quantity to quality

The Mall Group will host one of Southeast Asia’s biggest Chinese New Year celebrations from 12-22 Feb across its flagship destinations, including Siam Paragon, Emporium, EmQuartier, Emsphere, and The Mall Lifestore. The programme is held in collaboration with the TAT and the Culture Ministry, with international partners like Trip.com, UnionPay, Alipay, WeChat Pay, and iQIYI

The Thai Cabinet has endorsed a comprehensive visa package proposed by the Foreign Affairs Ministry. In the medium term, the ministry aims to streamline non-immigrant visas, with the target of reducing the number of categories from 17 to 7 by by 31 Aug. The ministry also plans on adding 8 more countries to the Visa on Arrival scheme and revising the criteria for long-stay retirement visas

A group of speedboat operators expressed concerns that there is no progress in the investigation on the fire at Chalong pier, and no sign of the promised assistance and compensation. They noted that some of the burnt wreckage of the speedboats still litters the beach. The fire destroyed a total of 24 boats, with total damage at 100 million THB

Louis Vuitton has launched the Louis Vuitton Hotel Bangkok pop-up destination, in celebration of the Monogram’s 130th anniversary to Thailand. The pop-up spans four floors and offers an immersive experience centred on five of the brand’s most iconic bags. The pop-up is open to the public from 11 Feb-15 Mar at 306 Santiphap Road, Pom Prap, Bangkok

Bhumjaithai leader Anutin Charnvirakul expects his new government to serve a full four-year term. He said that he had not started the process of forming the next government yet and was waiting for the Election Commission (EC) to finalise the elected MPs of each political party

The Bhumjaithai party secured 194 seats in Thailand’s 2026 election, up 123 from 2023. The People’s Party secured 35 fewer seats than in 2023, while Pheu Thai secured 65 fewer seats. Klatham Party secured 57 seats, while the Democrat Party secured 22 seats

The Kasikorn Research Centre projects the Thai hotel sector to remain highly challenging in 2026, driven by uncertainty in key foreign markets amid global geopolitical risks and the continued strength of the baht. Nationwide hotel occupancy is expected to remain flat vs 2025, when the figure stood at 71.42%. In 2025, occupancy rates fell YoY in 19 provinces, including Chon Buri, which recorded 80.6%, down from 81.3% in 2024; Phuket at 77.2%, down from 78.6% in 2024; Surat Thani at 77.7%, down from 78.5%; and Bangkok at 76.4%, down from 78.8%. Songkhla recorded an occupancy rate of 69%, down from 74.8% due to flooding in Hat Yai. Provinces along the Thai-Cambodian border faced declines, including Chantha Buri at 60.5%, down from 60.7%; Ubon Ratchathani at 54.4%, fown from 58.1%; Si Sa Ket at 50.4%, down from 51.6% ; Trat at 51.3%, down from 52.6%; and Sa Kaeo, which recorded the steepest drop, at 42%, down from 50.6%. Revenue per available room growth is expected to remain modest. A total of 16 properties with around 3,738 keys are set to open in Bangkok in 2026. A total of 11 hotels with 2,912 keys are set to be completed in 2026 in Phuket

TAT reported that Chiang Mai welcomed a record of 12 million visitors in 2025, including 4 million international visitors. China was the top international market, followed by South Korea, Malaysia, Taiwan, and the US. The Chiang Mai Provincial Government said that Chiang Mai is expediting landscape enhancements at its historic sites ahead of the UNESCO World Heritage Site assessment in Jun

Deputy Governor for Policy and Planning at TAT, alongside CEO of BDMS Wellness Clinic and BDMS Wellness Resort under Bangkok Dusit Medical Services (BDMS), launched the “Wellness Hub Thailand, The Land of Life: The Journey Within” programme. The initiative will gather over 20 organisations across tourism, healthcare, aviation, hospitality, education, retail and wellness technology to integrate travel, lifestyle, and preventive healthcare into a connected ecosystem

Tripseed has achieved the People and Planet First Verified Social Enterprise status. The verification recognises businesses that prioritise purpose over private profit, operate with a self-sustaining revenue model, reinvest the majority of surplus into their mission, and embed social and environmental responsibility within their legal and governance structures

Voting in the general election was held on 8 Feb, with polls closing at 5pm local time. At the same time, voting was also held to decide if a new constitution should replace a 2017 charter

The Geo-Informatics and Space Technology Development Agency (Gistda) reported that an analysis of Sentinel-2 satellite data from 1-31 Jan showed that Thailand recorded 2.26 million rai of burned areas, which is directly linked to the PM2.5 crisis

The Bangkok Governor invited the public and tourists to try the city’s new electric taxi boat service, which is operating on a free trial through end-Feb

Construction of the 6th Thai-Lao Friendship Bridge is set to start in 2029. It will link Ubon Ratchathani, Thailand, with Salavan, Laos, and it is estimated to finish in 2029

TAT has partnered with PADI (Professional Association of Diving Instructors) to position Thailand as a world-class scuba diving destination through global content and media initiative. TAT and PADI will host a group of award-winning international journalists on an immersive experience highlighting scuba diving and wellness in Thailand

The Thailand Convention and Exhibition Bureau (TCEB) is targeting a 10% growth for the MICE segment in 2026, generating 163 billion THB in revenue from 29.4 million participants, comprising 28.2 million domestic and 1.2 million international visitors. The domestic market is targeted to generate 92 billion THB in revenue, while the international market is expected to generate 71 billion. MICE activities are expected to create an economic impact of over 371 billion THB, including 27.5 billion THB in tax payments and 334,817 jobs created in 2026. TCEB is attracting events that match Thailand’s competitive industries, such as wellness and longevity, biotechnology, food and agriculture, and digital and artificial intelligence

Thailand’s four major political parties – Bhumjaithai (BJT), Pheu Thai, the People's Party (PP) and the Democrat Party – will hold large-scale campaign rallies across Bangkok on 6 Feb as a final push ahead of the general election on 8 Feb

Senior Country Officer at the World Bank believes that Thailand should use the international spotlight from hosting the IMF-World Bank Annual Meetings in Oct to reposition its economic growth model, signalling Thailand’s readiness for investment, quality jobs, and sustainable growth. The World Bank identified three key global trends shaping Thailand's economic prospects, namely economic fragmentation, climate change, and technological transformation. It noted that tourism remained important, but should be focused on improving quality and sustainability, rather than volume

The Commerce Ministry reported that headline consumer price index (CPI) fell 0.66% YoY in Jan, contracting for the 10th consecutive month. Headline CPI is expected to turn positive from Apr. Core CPI rose 0.6% YoY in Jan

The Bangkok Metropolitan Administration (BMA) announced that the new adaptive control traffic signal system at two of Bangkok’s busiest intersections – Phra Khanong and Sukhumvit 71 (Pridi Banomyong) – has already cut waiting times from 12 to 6 minutes

Chief Marketing Officer of The Mall Group Co Ltd believes that government stimulus measures, better baht exchange rates, and tourism as the key drivers in recovering consumer spending in 2026. She urged the new government to focus on policies that stimulate consumption, as well as measures to manage the strong baht. The Mall Group Co Ltd has allocated around 240 million THB for its "Joy Luck Love Chinese New Year 2026" campaign, which features a partnership with Chinese platforms like Alipay, UnionPay, and WeChatPay. The campaign is expected to generate about 4.2 billion THB in sales and boost foot traffic at participating malls by 15%

The Election Commission (EC) assured the public that the general election on 8 Feb will go smoothly, following problems encountered during the advance voting on 1 Feb. Irregularities concerning ballot envelopes were allegedly found during the advance election process

The Tourism and Sports Minister has begun discussions with the Thai General Insurance Association to develop insurance schemes for Thai national athletes participating in major events, aiming to strengthen medical coverage and welfare while reducing costs

The Bangkok Metropolitan Administration (BMA) is offering a free trial of electric taxi-boat rides along the Phadung Krung Kasem canal to Bang Lamphu. The trial is operated via the MUVMI app and will run until the end of Feb, with fares to apply starting from Mar

The Joint Standing Committee on Commerce, Industry, and Banking (JSCCIB) expects the Thai economy to grow within 1.6%-2.0% in 2026

The Phuket Tourist Business Association (PTBA) expects a strong Chinese New Year for Phuket’s tourism, driven by a strong revival in the Chinese market and an increase in direct flights from China

The Phuket Marine Office and Marine Police are intensifying crackdown on unlicensed and illegal jet-ski rental operations, with inspections to be carried out across the island throughout Feb

The Deputy Minister believes that the proposed Disneyland in the Eastern Economic Corridor (EEC) could attract an additional 10 million visitors, generate over 150 billion THB in revenue, create over 100,000 jobs, and support Thailand’s GDP growth by about 1% annually

TAT expects the Amazing Muay Thai Festival to attract over 18,000 visitors and generate over 214 million THB. Around 15%-20% of attendees are expected to be foreigners, with top markets including China, the US, the UK, and Europe

The Reignwood Icons of Football 2026 golf tournament was held at Robinswood Golf Club in Pathum Thani Province

The Culture Ministry is implementing two measures to support the domestic content industry, including cash rebates for Thai film, television drama, and series productions filmed in Thailand of 15%-30% of eligible production expenses. The second incentive aims to encourage foreign companies to outsource digital content production to Thai companies, involving a government financial support of 20% of contractual production fees for projects with contract values of at least 5 million THB

The Deputy Minister reported that Thailand’s bid to open Southeast Asia’s first Disneyland has received support from the Thai Embassy in Washington D.C. He noted that the Disneyland Thailand concept is no longer a marketing conversation, but has entered “economic diplomacy”

Deputy Chief of the Phuket Provincial Administration Organization (PAO) reported that PAO supported the "Phuket Roadshow to Middle East 2026", held from 11-15 Jan across Oman, Kuwait, and Jordan. The roadshow featured a delegation of 30 Thai tourism operators, and involved over 120 participants in Kuwait and over 100 Thai and Jordanian tourism businesses in Jordan. PAO reported that the roadshow generated advance bookings for accommodation and travel packages, with a projection of nearly 100,000 visitors from Oman, Kuwait and Jordan to Phuket in 2026

Crowds of locals and foreign tourists were seen on Pattaya beach on the evening of 31 Jan as entertainment venues, bars, and eateries close early for the advance voting on 1 Feb ahead of the general election on 8 Feb

The US Treasury has added Thailand to its currency monitoring list. Kasikorn Research Centre said that the US’ decision is expected to have little immediate impact on the baht, with the currency expected to trade within 31.00-31.80 to the USD next week

Thailand has banned alcohol sales nationwide from 6pm on 31 Jan through 6pm on 1 Feb as the country holds advance voting ahead of the general election on 8 Feb

The Community Development Department of the Ministry of Interior hosted the Kraam International Symposium 2025, highlighting the Thai indigo-dyed fabric and bridging dialogues between tradition and contemporary fashion. The event was attended by designers, fashion editors, academics, curators, and influencers from Thailand and overseas

The Amazing Muay Thai Festival 2026 will be held at Rajabhakti Park in Hua Hin district, Prachuap Khiri Khan province from 4-7 Feb. The event will feature instructional sessions on four traditional lineages of ancient Muay Thai, demonstrations of self-defence techniques, traditional folk games, presentations of the ancient Muay Thai styles by masters from all four regions of Thailand, as well as cultural activities, exhibitions, and music performances. The main event, a sacred Krob Kru and Wai Kru ceremony honouring Muay Thai teachers and masters, will be held on 6 Feb, accompanied by a large-scale performance and a fireworks display

Heritage train The Blue Jasmine has begun operations of cultural rail journeys from Bangkok’s Hua Lamphong Station, with stops at Ayutthaya, Uthai Thani, Sukhothai, and Chiang Mai. The rail journeys are developed by Jim Thompson, in collaboration with DTH Travel. Departures are scheduled for Jan, Feb, Jul, Nov, and Dec 2026, with 2027 departures to be announced

TAT has opened the Thailand Pavilion at TRAVEX, part of the ASEAN Tourism Forum 2026 from 25-30 Jan in Cebu. The TAT Governor highlighted Thailand’s “Healing is the New Luxury” concept, which aligns “wellness, culture, and meaningful travel with long-term value creation and shared sustainability across ASEAN”. The Thailand Pavilion at TRAVEX features six Thai sellers – Montien Hotel Surawong Bangkok, Lion Land Phuket, Panan Krabi Resort, Thai Airways International, Thailand Privilege Card, and Paradise Koh Yao Resort

The Bank of Thailand issued a new trading rule, effective 1 Mar, requiring gold trading service providers to seek approval from the central bank for transactions exceeding the daily limit and mandates full payments without netting. The bank explained that the new rule was designed to help weaken the baht, noting that gold trading has driven up the baht value, which has gained 0.2% against the USD so far in 2026

Officials from Provincial Police Region 8 cooperated with district administrative officers, representatives from the Cherng Talay Subdistrict Administrative Organisation (SAO), and the village headman of Moo 2 to conduct a formal land survey operations of public beachfront areas along Bang Tao Beach, following complaints of unlawful encroachment on state-owned beachfront property for personal gain

TAT expects an estimated tourism revenue of 42.23 billion THB in 2026, +13% YoY. Arrivals from China has improved, with around 13,000-14,000 arrivals per day. Around 1.25 million international and 2.3 million domestic tourists are expected in the 13-22 Feb period. Director-General of the Department of Tourism noted the successful collaborations with the Thai Travel Agents Association (TTAA) and airlines, stating that forward bookings for flights have shown positive momentum

Agoda launched the Agoda Impact Lab during the ASEAN Tourism Forum. The collaborative platform is aimed for public and private sector stakeholders to design, test, and scale practical solutions for the travel industry. It covers area such as storytelling, industry upskilling and capacity building, with a focus on thought leadership and forward-looking approaches to travel and technology. Under Impact Lab, Agoda will launch hands-on eCommerce training programmes for accommodation providers across ASEAN, as well as organise Executive Masterclasses in partnership with government, industry and academic partners. Agoda also plans to publish data-driven reports through the Impact Lab

Vice President of the Association of Thai Travel Agents (Atta) said that the association recently discovered unlicensed tour companies targeting Indian tourists, with the situation worsening as the Indian market increases. The main location for the illegal practices is Pattaya, a top destination for Indian tourists. The Tourism Department inspected a total of 2,275 tour companies in 2025, with 84 found to be illegal. Director-General of the department said it plans to examine 10% more tour companies and guides in 2026. Thailand has welcomed 189,786 Indian visitors as of 25 Jan, the fourth largest inbound market

Thai K-pop star and new Amazing Thailand Ambassador Lalisa “Lisa” Manobal attended the official launch of TAT’s “Feel All the Feelings” campaign at Wat Arun Ratchawararam Ratchaworamahaviharn in Bangkok, wearing a Balmain Haute Couture gown inspired by the wardrobe of the late Her Majesty Queen Sirikit The Queen Mother. The gown was entirely made from Thai silk and featured traditional Thai textile prints

Thailand affirmed readiness to host the 2026 Annual Meetings of the Boards of Governors of the International Monetary Fund and the World Bank Group in Oct. Preparations are led by the Finance Ministry, in cooperation with the Bank of Thailand (BOT) and the Bangkok Metropolitan Administration (BMA). The meetings expect to see the participation of over 15,000 delegates from 191 member countries

TAT is holding “The Night by Amazing Thailand: Traces of Silk in the Moonlight – The Art of the Land in Memory under the Royal Radiance” cultural event in honour of Her Majesty Queen Sirikit The Queen Mother from 27 Jan-7 Feb at Lumphini Park in Bangkok. The nighttime programme features artistic performances and exhibitions that celebrate Thai culture, craftsmanship, and creative expression

Managing Director of Exploration Travel Thailand said that there are now more agents and clients who are looking for “real experiences, not the staged Thailand”. The agency is looking at more unexplored areas and aims to create unique itineraries to destinations like Kaeng Krachan, Isaan, Chanthaburi, Sukhothai, and Chiang Khong. General Manager of Khiri Travel Thailand also noted a shift in demand beyond key tourism hotspots. He said that travellers are looking for “journeys that feel authentic, personal, and exploratory rather than commercial or overdeveloped, and there seems to be a growing appetite for places that still feel real, where culture, nature and everyday life have not been shaped primarily around tourism”. The agency is looking at destinations such as Isaan, Lampang, Nan, and Loei provinces. It has recently launched a new office in Khon Kaen to develop operations in the region

Agoda’s “Tailored to Win: How Hotels are Using Localisation to Capture Asia’s Tourism Boom” report showed that up to 92% of Thai hotels engaged in the early stages of localisation are seeing higher guest spend amid growth in intra-Asia travel. One in four Thai hotels now offer a seamless localised journey, while 25% is at the “integrated tailoring” stage with fully localised experience. Agoda Country Director in Thailand noted that “deep localisation, [in the form of] adapting payments, language and service to each market, can not only lead to stronger performance but also enable partners to better meet guest expectations”

The Electronic Transactions Development Agency (ETDA) is expected to implement two new measures to regulate digital platform services. The first concerns the sale or advertising of goods on social commerce platforms that have specific characteristics, while the second measure, expected to be issued by Apr, will aim to prevent technological crimes and fraud using social media providers. Executive Director of ETDA said the two measures place stricter control on social media platforms with specific characteristics that have yet to register under the Digital Platform Services (DPS) Act. Platform operators seeking to do business in Thailand needs to provide details to ETDA before they can start operating. Several social media platforms have registered through the DPS Act, including TikTok, although Meta has yet to do so, claiming that its platform does not meet ETDA’s definition of a marketplace scheme

The 3rd edition of THAIFEX-HOREC Asia will be held on 11-13 Mar at IMPACT Muang Thong Thani, featuring over 600 brands from 25 countries. The 2026 event aims to focus on addressing operational execution, the practical skills, and systems required to boost daily performance

The Deputy PM and Transport Minister noted that the Disneyland Thailand project is being “seriously studied” as part of a wider plan to transform the Eastern Economic Corridor (EEC) into a world-class entertainment and lifestyle hub. He added that the vision involves large-scale concert halls and an international-standard sports stadium

Central Pattana (CPN) and Central Department Store Co Ltd (CDS) are allocating 600 million THB for its nationwide “The Great Chinese New Year” campaign from 30 Jan-1 Mar, to stimulate foot traffic and spending during Q1 2026. The campaign features large festive decorations, cultural performances and themed markets, among others. The campaign is projected to increase traffic at CPN malls by 25%-30% compared with normal periods

The Tourism Council of Thailand (TCT) reported that tourism confidence index in Q4 2025 stood at 72, down from 75 in Q4 2024. The score remained below the benchmark of 100 recorded pre-pandemic. The decline is attributed to slow recovery due to the Southern flooding, the Thai-Cambodia border conflict, and the strong baht, which weren’t able to be offset by high season demand and the domestic co-payment scheme. In terms of business types, entertainment recorded the lowest index at 60, while restaurants recorded the highest at 78. Tourism operators’ revenue recovered by 50% of pre-pandemic level, while labour employment recovered by 81%, down from 87% in Q3 2025. Hotels and accommodations recorded a 55% average occupancy rate, with the Southern region recording the highest at 66%. TCT projects tourism confidence index to improve to 80 for Q1 2026, with arrivals reaching 9.3 million, driven by European tourists and the Chinese New Year holiday. Risks for the quarter include the PM2.5 smog, geopolitical disputes, China's sluggish economy and increased service and travel costs. TCT advised Thailand to focus on the high-spending segment in China, as well as diversifying towards other market like Europe, India, South Korea, and the Middle East. Domestic tourism remained constrained by high household debt. Thai tourists spent an average of 3,906 THB per person in Q4 2025, with 2.4 nights per trip, while foreigners spent 51,286 THB per person with 10.7 nights per trip

The Finance Ministry has downgraded its 2025 economic growth forecast to 2.2%, down from its previous projection of 2.4%, attributed to weak Q3 performance and flooding in Hat Yai. The ministry’s spokesperson reported that domestic stimulus measures like the “Khon La Khrueng Plus” and tourism subsidies provided support during the year-end, but the economy still faced challenges from a global slowdown and oil refinery maintenance. Private consumption grew by 3.3%, while exports grew 12.7%. The ministry projects an economic growth of 2% in 2026, citing global trade volatility, especially concerns over potential US import tariffs, and ongoing geopolitical tensions. Political transition in Thailand is also expected to delay the 2027 budget by up to three months, which may result in a projected 1.7% contraction in public investment

IHG Hotels & Resorts CEO reaffirms commitment to growing IHG’s portfolio in Thailand in 2026 and beyond. IHG currently manages 40 hotels in Thailand, with another 39 in the pipeline. He added that the company is set to open five hotels across the Hotel Indigo, Crowne Plaza, and Holiday Inn Express brands in Bangkok in 2026. He noted that Bangkok’s hotel supply continues to grow rapidly, with over 3,000 rooms added in 2025 in the CBD, bringing the total to over 83,000 rooms

Singapore-based HitPay Payment Solutions Pte. Ltd. launched its Borderless QR system, which enables merchants to accept payments from travellers from Asia-Pacific countries. Customers can pay “instantly” with their home wallet at mid-market rates with zero additional fees, while merchants receive next-day settlement in local currency. Merchants using HitPay can now support QR Ph (Philippines), PayNow (Singapore), QRIS (Indonesia), PromptPay (Thailand), VietQR (Vietnam), WeChat Pay (China, and UPI (India)

Data from STR, a division of CoStar Group, showed that the Thai hospitality industry is “recalibrating for a more volatile demand environment” and that hotel owners are “moving away from traditional blanket cost-cutting measures in favour of higher-yield strategies”. The luxury segment recorded a 3.4% increase in average daily rate (ADR) in Jan-Nov despite a 7.3% decline in occupancy. Area Director, Asia Pacific, at STR noted that the industry is shifting to “variable staffing by demand clusters” with a focus on guest mix and energy efficiency to boost gross operating profit (GOP). Bangkok is projected to record a 1% growth in both occupancy and ADR in 2026, with performance expected to improve throughout the year and recovery expected in 2027

The Finance Ministry reported that it has maintained its forecast of international tourist arrivals for 2026 at 35.5 million. The forecasts include 9 million Chinese visitors, compared to only 4.4 million in 2025

The Queen Sirikit Museum of Textiles is offering free admission to Thai nationals until 31 Jan, allowing the public to view royal attire worn by Her Majesty Queen Sirikit The Queen Mother, and learn about her lifelong dedication to Thai arts, culture, and craftsmanship

TAT expects the Red Lotus Sea at Nong Han Lake in Kumphawapi district, Udon Thani to attract at least 120,000 visitors during its tourism season from Nov 2025-Feb 2026 following the success of the Amazing Thailand x LISA campaign, which featured the destination. Visitor statistics from the community enterprise group operating fishing and sightseeing boats at Ban Diam Pier in Kumphawapi district showed that total visitor numbers have reached 50,306 between 1 Dec 2025-25 Jan, comprising 26,019 Thai visitors (51.73%) and 24,287 international visitors (48.27%), including those from China, Laos, Germany, and Japan, among others. The TAT Governor said the Red Lotus Sea usually attracts mainly Thai visitors, but now the proportion of foreign visitors is almost on par with domestic visitors, showing the success of the campaign

Boat trips at the Red Lotus Lake in Kumphawapi district, Udon Thani have increased to 400 per day, up from the usual average of 100, just three days after the launch of the TAT’s Amazing Thailand campaign featuring Thai K-pop star Lalisa “Lisa” Manobal

A Facebook post by the Thailand Hotel Service Charge group revealed alleged internal figures from JW Marriott Phuket Resort and Marriott Vacation Club, exposing the high annual service charge payouts. Employees allegedly receive around 30,897.32 THB from JW Marriott Phuket, with an additional 62,027.02 THB from contributions from the Marriott Vacation Club, totalling to around 92,924.34 THB per person. The highest individual payout reportedly reached 111,889.45 THB. The hotel clarified that employees must have worked the entire year to be eligible for the full amount. It also clarified the income structure for staff under the Marriott Vacation Club, who earns primarily through a fixed salary and commission, and does not take part in the general service charge distribution shared among front-of-house and other hotel employees

Agoda’s accommodation search data revealed that Bangkok ranked as the second most popular Asian destination for international travellers, behind Tokyo, and ahead of Taipei, Osaka, and Seoul. Tokyo is the most popular destination for Thais travelling abroad for Chinese New Year, followed by Osaka and Taipei. Thailand is the top outbound destination for Chinese travellers, overtaking Japan. Inbound travel to Thailand is led by Chinese visitors, followed by Malaysia and South Korea. Bangkok, Phuket, and Pattaya are the top inbound destinations, while Bangkok, Chiang Mai, and Pattaya are the top destinations for domestic travellers

Data from JLL Hotels & Hospitality Group showed that Thailand’s hotel investment market reached an all-time record level in 2025, with total transaction volume of 26.4 billion THB. The number of transactions, at 18, remained steady YoY, but the average volume per transaction increased from 1.1 billion THB to 1.5 billion THB in 2024 and 2025. Bangkok accounted for 80% of total transaction volume, followed by Phuket at around 8%, down from 23% in 2024. Transaction volumes are forecasted to come in at around 13 billion THB in 2026

Suvarnabhumi Airport reported that it has not found any passengers showing symptoms of Nipah virus infection, amid heightened screening of travellers arriving from India

The Culture Minister and the Foreign Minister met to discuss cooperation on Thailand’s bid to nominate “Chud Thai: The Knowledge, Craftsmanship and Practices of the Thai National Costume” for UNESCO recognition

The Geo-Informatics and Space Technology Development Agency reported that red levels of PM2.5 levels were recorded in Bangkok and 15 provinces, with the highest level recorded in Nong Khai. Orange levels were recorded in 42 provinces

BWH Hotels has opened its latest hotel in Bangkok, the 60-room SureStay Plus by Best Western Ramkhamhaeng Airport Rail Link. It’s the group’s 14th property across seven brands in Bangkok and 26th property overall in Thailand

President of the Association of Thai Travel Agents (Atta) believes that the perception of Thailand as a top travel destination, along with improved flight capacity, should lead to a boost in arrivals, mostly from FITs. Atta hosted the Thailand Tourism and MICE Next 2026 B2B fair with a budget of over 15 million THB and about 2,000 participants. The event is expected to generate 2-3 billion THB worth of bookings. Atta will also join TAT’s roadshow in Shanghai in Mar, as well as organise its own roadshows to India, South Korea, Taiwan, Malaysia, and Singapore

Phuket International Airport has intensified monitoring of passengers arriving from India following reports of Nipah virus outbreak

Chief Operating Officer for Australasia, China, Russia, and the Commonwealth of Independent States at VFS Global warned travellers about visa application scams, such as false appointment letters or requests for additional fee for fast-track visa processing. VFS reported that the top destinations for visa applications from Thai travellers at VFS in 2025 were the UK, Australia, Germany, Switzerland, and Italy

TAT clarified that the viral promotional image of Amazing Thailand Ambassador, Lalisa “Lisa” Manobal, at the Red Lotus Lake in Udon Thani was genuine and was not AI-generated

The Department of National Parks, Wildlife and Plant Conservation advised travellers to check the current operational status of the national park and forest park system, some of which are undergoing periodic closures to support ecological recovery and ensure visitors’ safety during the monsoon season

TAT led a delegation of 26 Thai tourism businesses to participate at FITUR 2026 in Madrid, Spain, from 21-25 Jan. Over 780 business meetings are expected during the event, with projected tourism revenue of over 745 million THB. Thailand is targeting 250,000 Spanish visitors in 2026

The 15th edition of Thailand Tourism Forum (TTF) was organised by C9 Hotelworks at The Athenee Hotel, a Luxury Collection Hotel, Bangkok. The event saw 1,000 senior hospitality professionals, hotel operators, developers and owners, and tourism executives

The Geo-Informatics and Space Technology Development Agency reported that PM2.5 matter reached orange levels in Bangkok and 53 provinces, mostly in the Central Plains and the Northeast, on 22 Jan morning. Samut Prakan recorded the highest level of air pollution

A tour boat operated by 5 Star Marine diverted its journey to Koh Phi Phi to aid a vessel from a different operator that encountered difficulties at sea

TAT supported the Thailand Boat Festival 2026, held from 15-18 Jan at Phuket Boat Lagoon. The event was attended by public and private sector stakeholders from Thailand, Indonesia and Malaysia, including tourism authorities, marina operators, yacht and cruise service providers, and related businesses

Deputy Mayor of Pattaya outlined the city’s tourism development strategy, aiming to cement Pattaya’s position as a world-class tourism destination. Pattaya has shifted its tourism strategy from weekend-only activities to year-round travel promotion, through the revitalisation of cultural lanes such as Trok Thai Sin and Trok Rong Ya. Pattaya is also collaborating with various agencies to develop the Nok Yang Canal area into an eco-tourism destination. The city has expanded its real-time CCTV network to over 200 locations. It will continue to host major festivals and events year-round, as well as actively seek alternative tourism markets and reposition itself beyond its traditional nightlife image into a destination for families, health and wellness, and MICE tourism. Pattaya is also looking to become a Sport Tourism hub

Khlong Yai district in Trat will organise the 5-day annual Goddess of the Sea festival from 24 Jan. TAT is taking part in organising the event for the first time. It was normally organised by local administrative organisations

TAT Singapore Office partnered with Mediacorp to host a media fam trip to Phuket and Phang Nga from 14-17 Jan

IHG Hotels & Resorts aims to add 39 hotels in Thailand within 3-5 years, nearly doubling its current supply of 40 hotels in the country. Chief Executive at IHG said Thailand is still “under-penetrated” in terms of hotel rooms per person. IHG plans to open five hotels in Bangkok in 2025, under the Hotel Indigo, Crowne Plaza, and Holiday Inn Express brands

The Thai Hotels Association and the Bank of Thailand’s “Accommodation Business Confidence Index” for Dec 2025 showed that: • Around 50% of hotel businesses expect overall number of foreign tourists in 2026 to be similar to 2025 levels at around 33 million • Revenue growth in Q4 2025 was higher QoQ, partly attributed to a rise in long-haul tourists and the impact of the Tiew Thai Kon La Khrueng and Tiew Dee Mee Kuen domestic stimulus measures • Revenue in H2 2025 tended to decrease YoY • Foreign guest numbers are expected to fall YoY in Q1 2026, mainly due to the lack of Chinese market, while long-haul markets are expected to expand • All customer segments are expected to show signs of improvement from Q4 2025, with hotels expecting to see an increase in foreign guests in Q1 2026, largely in properties 4-star and above • Over 34% of 4-star and above hotels are expected to set room rates close to current levels in Q1 2026, while 35% can raise room rates by around 3%-5%, and 4% of hotels can raise rates by 6%-10% • Over 43% of 3-star and below hotels expect room rates to decline, with around 20% expecting a decline of at least 10% WoW. Meanwhile, 32% expect to keep room rates similar to current levels • Average occupancy in Jan 2026 is expected to reach 74%, down from 76% in Dec 2025 • Occupancy rate in Dec 2025 reached 80% in the Central region, 79% in South, 78% in North, and 76% in East

Commander of the 22nd Infantry Battalion of Task Force 2 reported that parts of the Ta Kwai temple in Surin Province, which saw heavy damage during the Thai-Cambodian conflict, are at risk of collapse. He said that Officials from the Fine Arts Department have surveyed the temple and are drawing up restoration plans, but they reported that the site remained structurally unstable and closed to public

President of the Thai Hotels Association (THA) called on the government and private stakeholders to more seriously analyse competitors like Vietnam and plan how to boost tourism and new investment in 2026. He noted that "Thailand still has plenty of high spending and repeat travellers, but it is uncertain how much this segment would drop and shift to Vietnam in the future”. He projects overall hotel performance in Q1 2026 to be similar to that of 2025, both in terms of occupancy rate and room rate. THA forecasts hotels nationwide to have a 74% occupancy rate in Jan, slightly below Dec’s 76%

Minor Hotels has confirmed the opening of NH Hua Hin, featuring 152 rooms and suites

TAT participated at MATKA Travel Fair 2026 in Helsinki, Finland, from 15-18 Jan. The Thai Pavilion featured five Thai tourism operators, who connected with over 30 Finnish media representatives and tour operators

Caretaker Tourism Minister reported that the number of foreigners passing through immigration checkpoints in Nakhon Phanom, Mukdahan, Nong Khai and Ubon Ratchathani fell by 50% YoY in Jan. Total visitor arrivals to Thailand from 1-14 Jan has reahed 1.43 million, -6.77% YoY. Tourism arrivals in Bueng Kan, Nong Khai and Udon Thani recorded 87,067 (+2.7% YoY), 345,254 (+1.1%), and 478,211 (+3%) visitors, respectively, in Dec, due to the high season. Border checkpoints in Sa Kaeo and Surin remain closed due to the border conflict with Cambodia. The Intelligence Centre of TAT projects monthly arrivals in Jan to decline by 18% YoY to 3 million, or an average of 101,000 per day. The Chinese and Malaysian markets were still down 49% and 46%, respectively, and are projected to reach 336,000 and 241,000 visitors in Jan. The Russian market is expected to surpass Malaysia to become the second biggest source market in Jan with 257,000 arrivals (+0.4% YoY), while the Indian market could grow 4% to 194,000. Forward seat bookings in Jan and Feb is expected to drop by 2% or increase by no more than 4%

Chiang Mai Municipality and the TAT opened the “Chiang Mai Night Market” at Tha Phae Walking Street on 18 Jan. The market will be held every Sunday from 18 Jan-1 Mar, featuring landmark and art installations, interactive lighting, music stages, creative spaces, the Suep Sin courtyard, free workshop zones, and information installations. Free shuttle bus services are available on two routes

Dusit International recorded an all-time high of 24 hotel signings in 2025. Dusit is expected to add over 1,400 rooms to its global portfolio in 2026, one of its strongest years for opening. Among the projects toward opening are WE Hotel – Dusit Collection, Lake Toya, The Strand Hotel, Dusit Collection, Yangon, ASAI Yangon, and the phase-one opening of Dusit Princess Al Majma’ah, Riyadh

Following a speedboat collision incident near Koh Phi Phi, the Phuket Marine Office Director announced reforms to improve oversight of tour boat operators, improve crew discipline, reduce congestion at marine hubs, and revive confidence in Phuket’s marine tourism industry