TAT targets 2.7tn baht as Thailand's high season approaches

Thailand's Tourism Authority (TAT) is intensifying promotions, events and airline partnerships from September to December in pursuit of 2.7 trillion baht in tourism revenue during 2026.

The agency's best-case forecast is now 32.6-32.7 million foreign arrivals, just below its 33 million target. TAT governor Thapanee Kiatphaibool said reaching 33 million would exceed the previous year's visitor total.

TAT's revenue target comprises 1.6 trillion baht from overseas visitors and 1.1 trillion baht from domestic tourism. Thailand reported 2025 tourism receipts of 2.6 trillion baht, while Thapanee has set a growth goal of at least 7% this year.

Value over visitor numbers

Thapanee said tourism had performed slightly below expectations because of pressures since the start of 2026, but TAT now sees a better outlook. Its earlier worst-case forecast was 28-31 million arrivals if the conflict continued for more than five to six months.

TAT's final-four-month "Year of Transformation" programme is intended to prioritise visitor spending and experiences over sheer numbers. Its four pillars are to rebalance source markets; develop experience platforms under the "Healing is the New Luxury" theme; build growth through Life Economy and Festival Economy initiatives; and bring public and private sectors together.

Domestic campaigns include "365 days of Thais travelling in Thailand" and: "Instant happiness from travelling in Thailand: fill up on Thailand and let your heart heal".

For 2027, the tourism and sports minister has given TAT a target of 3 trillion baht in tourism receipts, close to the level recorded before the pandemic in 2019. "If we draw on Thailand's strengths, such as health tourism, I am confident we can achieve the 3 trillion baht revenue target in 2027," Thapanee said.

New flights for the winter season

Riyadh Air launched its Riyadh-Bangkok route on September 2, arriving in Bangkok the following day. The Boeing 787-9 Dreamliner service, Riyadh Air's 14th route, has 290 seats and initially operates three times weekly, rising to seven flights a week in October.

TAT estimates the initial schedule adds about 3,840 inbound seats monthly. The direct link avoids a change in Doha, Dubai or Abu Dhabi and targets Saudi family, luxury, wellness and medical travellers. Saudi visitors stay 10-12 days and spend around 110,000 baht per person, TAT said.

TAT's wider Middle East target is 850,000 visitors in 2026. It also noted demand spreading from Bangkok, Phuket and Pattaya to Krabi, Phang Nga, Koh Samui and Chiang Mai.

October routes include LOT Polish Airlines Warsaw-Bangkok, Virgin Atlantic London Heathrow-Phuket, Belavia Minsk-Bangkok, and services linking Kuala Lumpur, Ho Chi Minh City, Fukuoka and Xishuangbanna with Thai cities. December brings Loong Air Xi'an-Krabi, seasonal SAS Copenhagen services to Krabi and Phuket, Sunclass Stockholm-Krabi, and Norse Atlantic London Gatwick-Phuket.

Festivals and major events

TAT's calendar includes Nakhon Phanom's illuminated boat procession and Royal Barge Procession rehearsals on October 21-22. November features the Royal Barge Procession on November 6, Loy Krathong, Maha Loy Krathong in Ayutthaya, Vijit Thailand, Vijit Chao Phraya, Neramit Amphawa, the Udon Thani International Horticultural Expo, the Global Wellness Summit on November 10-13, and the Bangkok marathon on November 28-29.

December events include Wonderfruit on December 3-7, Tomorrowland Thailand on December 11-13, the Spartan Super World Championship and Trifecta Weekend in Chiang Rai, Sakon Nakhon's star procession, food and light festivals, and the Amazing Multi-Race Festival final.

Picture courtesy of The Nation

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13 September 2026