In the first quarter of 2026, Thailand’s tourism market delivered a strong performance:

Approximately 9.31 million international visitors

Tourism revenue reached 446.8 billion THB (around USD 12 billion)

 

The government has clearly shifted its focus from “growth in volume” to “high-quality tourism,” aiming to attract higher-spending visitors and optimize the tourism structure. The industry is transitioning from a volume-driven model to a value-driven one.

As market demand continues to expand, high-quality tourism projects, theme parks, and water attractions are entering a new phase of development opportunities. For the industry, this is not only about increasing visitor numbers, but also a clear signal of consumption and experience upgrades.

 

Amid intensifying regional competition, Thailand is strengthening its position in the Southeast Asian tourism landscape by continuously enhancing its offerings and advancing its level of internationalization.

 

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