The government had set a 2026 target of 35 million foreign visitors. The disruption could reduce that number to around the level of 2023, when the country recorded 28 million foreign visitors. Thailand aims to attract at least 200,000 Middle East visitors this year — roughly a quarter of last year’s arrivals from the region, Ms Natthriya said. Marketing budgets earmarked for Europe and the US will be redirected to country-specific campaigns in the Middle East, she added. Authorities are also tailoring marketing campaigns to entice short-haul travellers from neighbouring Asian markets, according to Ms Natthriya.

Source: Bangkok Post March 25, 2026 13:20 UTC