PRACHUAP KHIRI KHAN, Thailand — Tourism in Prachuap Khiri Khan and Phetchaburi continues to show resilience, with stronger foreign visitor revenue and higher per-person spending helping offset softer domestic demand and wider economic pressures. Sittichai Tanthasit, Prachuap Khiri Khan Provincial Tourism and Sports Officer, said the province generated 26.996 billion baht in tourism revenue during the first six months of 2026. Thai visitors accounted for 23.131 billion baht, while international visitors generated 3.866 billion baht.
Overall tourism revenue declined by 364.04 million baht, or 1.33%, from the same period last year. However, revenue from the international market increased by 77.61 million baht, or 2.05%, providing a positive signal for the province’s foreign tourism sector. The province recorded 3,016,610 visitors staying in accommodation, with average occupancy reaching 73.63%. Prachuap Khiri Khan ranked sixth nationally for the number of visitors and ninth for tourism revenue, underlining the continued strength of destinations including Hua Hin, Cha-am and the province’s natural attractions.
Officials said the figures show that the province remains attractive to both Thai and international travellers despite economic and travel challenges. In neighboring Phetchaburi, Duangjai Khumsa-at, director of the Tourism Authority of Thailand’s Phetchaburi office, said the province recorded 16.292 billion baht in tourism revenue during the first five months of 2026, an increase of 3.21% year on year. While some visitor markets have slowed, average visitor spending, or tourism yield, has increased significantly.
The trend reflects a broader shift toward quality tourism rather than simply higher visitor numbers, with greater emphasis on attracting travellers who have stronger purchasing power and spend more within the destination. Higher spending per visitor can generate greater economic value for local businesses, accommodation providers, restaurants, attractions and other tourism-related sectors even when visitor numbers do not rise sharply. Together, Prachuap Khiri Khan and Phetchaburi continue to show a resilient tourism outlook. Officials said international markets and stronger visitor spending are expected to remain important drivers for the two provinces during the second half of 2026.
