PATTAYA, Thailand – Thailand’s tourism sector is showing clear signs of recovery in the fourth quarter of 2025 and into early 2026, particularly in the long-haul market. According to Phumkit Raktangam, Deputy President of the Tourism Council of Thailand (TCT), bookings from regions with flights over six hours, such as Europe, have increased 7–8% compared to 2024, reflecting renewed international confidence. Short-haul markets, including China, are also steadily improving.
Domestic tourism is expected to benefit from government stimulus measures such as the “Half-Half Plus” co-payment program and tax incentives allowing deductions of up to 20,000 baht for travel expenses. Major cities qualify for a one-to-one deduction, while secondary cities receive a 1.5x deduction, valid from October 29 to December 15, 2025.
Support for the hotel industry includes tax breaks for upgrades in secondary cities, such as installing solar panels or wastewater treatment systems, aimed at reducing costs and improving sustainability.
Phumkit noted that although overall international visitor numbers remain about 8% below pre-pandemic levels and revenues are slightly down, the final quarter of 2025 is expected to show a strong rebound. He stressed that if current measures are implemented effectively, losses for the year could be minimized and momentum carried into 2026.
Looking ahead, he recommended that Thailand “change the game” in 2026. With global tourism competition intensifying, broad marketing approaches are no longer sufficient. Instead, the industry should focus on specific target groups based on age, interests, and travel behaviors, and deliver tailored communications to differentiate Thailand’s tourism brand and enhance its long-term image.
