Thailand tourism: arrivals remain stable despite a 4.4% decline

Tourism in Thailand remains stable despite a 4.4% drop in arrivals due to the conflict in the Middle East.

Thailand recorded a 4.40% decrease in the number of international tourists between January 1 and March 11, 2026, compared to the same period in 2025.

Natreeya Thaewiwong, the ministry's permanent secretary, stated:

"The cumulative number of arrivals during the first part of March 2026 shows that inbound travel continues with good stability and without a significant slowdown, even though Thailand is monitoring developments that could influence demand."

Between January 1st and March 11th, Thailand recorded 7,489,983 international tourist arrivals.

This figure is down 4.40% compared to the same period in 2025, which the ministry attributes to the situation in the Middle East.

Despite this decline, daily arrivals exceeded 100,000 visitors in early 2026, generating over 368.17 billion baht in tourism revenue.

According to the ministry, these figures confirm Thailand's position as a major global destination.

During the period of heightened regional tension, Ms. Natreeya stated that daily arrivals remained stable, without any noticeable slowdown.

Arrivals from Europe and the Middle East are down sharply

Tourists in a Thai airport. Photo: The Nation Thailand

However, combined arrivals from Europe and the Middle East fell to 304,714, a 16% decrease compared to normal travel trends.

Arrivals from Europe fell by 14%, which she attributed to flight routes transiting through the Middle East, while arrivals from the Middle East fell by 55% to 7,490 travelers, 77% of whom were Israelis.

She added that travel from predominantly Muslim countries in the Middle East is generally less frequent during Ramadan.

The ministry is also closely monitoring developments in oil prices and their potential impact on airfares.

See: Thailand-Europe flights: ticket prices soar by 100 %

If the situation persists for another two to three months, she said the rise in ticket prices could influence the travel decisions of Generation Z tourists, who are more price-sensitive.

Thailand is seeking new markets to support tourism growth

Plane of Norse Atlantic Airways.

In terms of proactive measures, the Tourism Authority of Thailand (TAT) is seeking to maintain momentum through promotional activities, including the Amazing Thailand Post-ITB Roadshow 2026 in Eastern Europe, which will begin in Poznan, Poland.

The program targets what the TAT describes as a high-quality emerging market, with an average length of stay of up to 14 days.

TAT also highlighted the planned launch in October of a direct link between Warsaw and Bangkok by LOT Polish Airlines, which is expected to add more than 88,000 seats to compensate for the slowdown in markets.

Beyond Europe, TAT continued its tourism promotion in Shanghai, China, with the aim of stimulating demand for short-haul travel and supporting the Chinese market by launching campaigns tailored to young travelers and families.

The office of the permanent secretary is also preparing to launch a tourism initiative on the banks of the Mekong in seven provinces: Loei, Nong Khai, Bueng Kan, Nakhon Phanom, Mukdahan, Amnat Charoen and Ubon Ratchathani.

The project will highlight local cultural identity in order to create new experiences for visitors and to better distribute tourism revenue between communities.

"The cumulative total of more than 7.4 million tourists confirms that travelers continue to have confidence in Thailand," said Ms. Natreeya.

Although oil prices and geopolitical factors remain challenges, she said the department was adjusting its approach by promoting domestic travel in order to maintain national revenue targets.

See also:

Tourism: Thailand could attract foreigners fleeing war zones

Air tickets: Thailand advises booking in advance because of the conflict

Thailand fears up to& rsquo; 25 % fewer tourists because of the war

Source: The Thaiger