BANGKOK, Thailand – Thailand is counting on the high season and a packed calendar of major events to revive international tourism after foreign arrivals and visitor spending remained below last year’s levels during the first 10 months of 2026. Figures from the Ministry of Tourism and Sports show that Thailand welcomed 25.46 million international visitors between January 1 and October 31, down 4.59% year on year. Spending by foreign visitors generated approximately 1.24 trillion baht, a decrease of 2.95%. China remained the largest source market with 4.24 million visitors, followed by Malaysia with 3.23 million, India with 1.92 million, Russia with 1.41 million and South Korea with 932,066.
However, recent weekly figures indicate a gradual improvement. Tourism and Sports Minister Surasak Phancharoenworakul said 538,661 international visitors arrived between October 25 and 31, an increase of 36,696, or 7.31%, from the previous week. The daily average reached 76,952.
Short-haul markets contributed 311,508 visitors, up 3.14%, while long-haul markets recorded 227,153, an increase of 13.60%. This marked the fifth consecutive week of growth, supported by preparations for the winter holiday travel season in November. Russia recorded a 27.19% weekly increase and the United States rose 5.42%. France, however, saw arrivals fall 18.68% amid demonstrations and protests, dropping from 11th to 16th place among source markets.
Surasak expects long-haul arrivals to continue improving as the winter holiday period begins. He said authorities are monitoring potential disruption from protests in Europe and reductions in airline services on some routes, particularly from Russia. The government is also seeking to encourage airlines to add routes and direct flights from key markets, including Scandinavia, the United Kingdom and China.
Festivals expected to support year-end travel
Tourism Authority of Thailand Governor Thapanee Kiatphaibool said the agency is preparing a series of festivals and major events to encourage both international visitors and domestic travel during the final months of the year. The program supports the planned 2027 tourism direction, branded “The Year of Transformation”, which aims to promote meaningful experiences, higher-value tourism and sustainable growth.
The TAT is placing particular emphasis on the Festival Economy, using cultural celebrations and international events to encourage travel and distribute economic opportunities to destinations and local communities beyond the main tourist centers.
Upcoming attractions include the Royal Barge Procession on November 6, the International Horticultural Expo in Udon Thani, running from November 1, 2026, to March 14, 2027, and the Vijit Chao Phraya 2026 light festival from November 13 to December 13. Other major events include the Maha Loy Krathong celebrations in November, Wonderfruit 2026 from December 3–7 and Tomorrowland Thailand 2026 from December 11–13.
Thapanee said the activities are designed to appeal to different visitor groups, including solo travellers and wellness tourists, while supporting the development of Thailand’s night-time economy. The TAT estimates that tourism revenue could reach between 2.7 trillion and 2.8 trillion baht this year, an increase of at least 7% from 2025. It sees the possibility of reaching 3 trillion baht in 2027.
Industry voices caution over international pressures
A source in the tourism industry offered a more cautious outlook, estimating that Thailand could finish 2026 with around 30–31 million international visitors, below the official target of approximately 32.6–32.7 million, or possibly 33 million.
The source cited continuing geopolitical instability in Europe and the Middle East, which could keep airfares high or push them higher if tensions escalate. Rising travel costs may discourage some international visitors from taking holidays. The industry source said Thailand’s tourism outlook for the final months of the year therefore remains vulnerable despite signs of improvement in weekly arrivals.
