Thailand’s tourism sector is being urged to pivot towards a regional network model, focusing on two-way travel with six key markets to offset risks from the global oil crisis. The Association of Thai Travel Agents (Atta) says the strategy would help stabilise tourism flows while leveraging Thailand’s large outbound travel base of 11–12 million travellers annually.
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The proposal, outlined on 2 April 2026, prioritises six markets within six-hour flight range that remain unaffected by Middle East flight disruptions and offer strong economic potential. These markets are China, South Korea, Taiwan, Malaysia, Singapore and India. Atta believes strengthening ties with these countries can create balanced tourism exchanges rather than relying solely on inbound arrivals.
The shift comes as Thailand reassesses its tourism approach following recent global uncertainties, including energy price volatility and geopolitical tensions. Traditionally, the country has focused on attracting large numbers of foreign tourists, but Atta argues this model is increasingly vulnerable. Instead, a collaborative regional framework could spread risk and create more sustainable growth.
Adith Chairattananon, honorary secretary-general of Atta, said Thailand should move from competition to cooperation by encouraging travel exchanges with partner countries. He noted that rising outbound travel from Thailand is already reshaping aviation dynamics, particularly on routes such as China. Since visa exemptions were introduced in January 2024, Thai travellers have made up 30–40% of passengers on China-bound flights, compared with less than 10% previously.
He added that stronger two-way air traffic can reduce operational costs for airlines, as carriers can fill seats in both directions. This also encourages foreign governments, such as China, to support inbound tourism to Thailand as part of a mutually beneficial system. Atta believes this model can help mitigate external shocks while improving airline efficiency.
Bangkokpost reported that the association has proposed roadshows and business matching events in all six markets to build partnerships and promote niche tourism segments. These initiatives aim to stimulate charter flights on untapped routes and increase visibility in both inbound and outbound markets.
Atta is calling on the government to act as a facilitator by providing policy support and tourism data, while leaving execution to the private sector. The organisation emphasises that roadshows must deliver measurable outcomes, including improved flight connectivity, growth in first-time visitors and an increase in high-spending tourists.
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Adapted by ASEAN Now Bangkokpost 3 Apr 2026