PATTAYA, Thailand – According to a recent report released by the Ministry of Tourism and Sports, Thailand recorded a cumulative total of 7,489,983 international arrivals between 1 January and 11 March 2026. Although this represents a 4.40% decrease, in comparison with the same period in 2025—largely due to the Middle East situation—Thailand still welcomed over 100,000 visitors daily at the beginning of the year. These tourists generated 368,172 million baht in tourism revenue, reflecting the fact that Thailand remains a prominent destination for travelers worldwide.
During the period of tension in the Middle East, the tourism situation has remained relatively stable, with no severe slowdown. A total of 304,714 visitors from Europe and the Middle East traveled to Thailand during this period, representing a 16% decline, compared with the normal travel trend. Among them, European tourists decreased by 14%, partly because many of their flight routes pass through the Middle East.
Meanwhile, arrivals from Middle Eastern countries declined by 55%. Travel from Muslim-majority countries in the region has been relatively limited, as the period coincides with Ramadan, during which outbound traffic is typically lower.
On the subject of proactive measures, the Tourism Authority of Thailand (TAT) has accelerated its efforts to promote various tourism campaigns, such as the Amazing Thailand Post-ITB Roadshow 2026 in Eastern Europe. TAT also continued tourism promotion in Shanghai, China, to stimulate the short-haul market and maintain the strong momentum of the Chinese market. The Ministry is also preparing to launch a Mekong River tourism promotion project covering seven provinces—Loei, Nong Khai, Bueng Kan, Nakhon Phanom, Mukdahan, Amnat Charoen, and Ubon Ratchathani.
The initiative highlights local cultural identities as a new selling point, aiming to create unique experiences for tourists while sustainably distributing income to local communities. (PRD)
