European tourists are increasingly favoring eastern Thailand's attractions over the traditionally popular southern areas, as reported by the Tourism Authority of Thailand (TAT). This shift is linked to the ongoing war in the Middle East, which has notably decreased southern Thailand's appeal. Key eastern destinations like Koh Chang and Koh Kut in Trat province are now on the radar of European tour groups.
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According to Kanokkittika Kritwuttikorn, TAT director for the East, these eastern destinations have been less affected by the conflict, and many travelers are now planning extended stays in Pattaya. This trend persists despite the escalating situation in the Middle East. To capitalize on this interest, TAT will promote these eastern islands during the Thailand Travel Mart fair in Pattaya this June, expecting attendance from over 400 foreign tour agencies and media groups.
European tourists can directly fly to eastern Thailand, bypassing the costly fares and transit flights often required for other regions. Pichaya Thachai-adisap, president of the Trat Tourism and Hotel Association, observed a significant drop in European visitors to the southern regions, primarily due to their need to transit through the Middle East. This has driven tourists to consider places like Pattaya and Trat as viable alternatives.
Experts note that while demand for eastern destinations remains strong, a prolonged conflict and rising fuel prices could push Europeans to opt for holidays within their own continent instead. However, for now, European agencies are focusing on the eastern province of Trat as a promising destination, reported Bangkok Post.
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Adapted by ASEAN Now · Bangkok Post · 16 Mar 2026