Thai hotel operators are forecasting stable foreign tourist arrivals in 2026, particularly from short-haul markets excluding China, while urging the government to strengthen safety measures and boost traveller confidence. The outlook comes as the sector monitors competitive pressures and a continued recovery in key markets. Industry leaders say maintaining Thailand’s image and improving safety perceptions will be critical to sustaining demand.

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The forecast is based on the January 2026 “Accommodation Operator Confidence Index” survey conducted between January 13–31, with 99 respondents. Most operators expect foreign tourist numbers to remain stable in 2026, especially from short-haul markets excluding China, while long-haul arrivals are projected to increase compared with the previous year. In 2025, the Ministry of Tourism and Sports reported 32.97 million foreign tourists, down 7.23% from 2024, generating 1.53 trillion baht in revenue, a 4.71% decline.

Thienprasit Chaiyapatranun, President of the Thai Hotels Association (THA), said hotels predicting a decline in foreign tourist numbers pointed to Thailand’s poor image, more attractive pricing from competing destinations, and a lack of new attractions as key challenges affecting competitiveness. However, around one-third of hotels expect growth in both long-haul and short-haul markets excluding China, particularly four-star and higher-rated properties catering to European visitors. These operators report that Thailand’s health and wellness offerings remain attractive.

National average hotel occupancy for February 2026 is projected at 73%, down from 77% in January and similar to December 2025 levels. Four-star hotels recorded a slight increase to 82%, while three-star and lower-rated hotels remained steady at 62%. In January 2026, labour shortages in the hotel sector intensified, particularly in the Eastern region, affecting service quality but not overall accommodation capacity.

Thienprasit said recovery among foreign tourists, particularly from China, is continuing, though competition from other countries remains a key concern. He called for measures to enhance attractions, create unique experiences and strengthen safety confidence among tourists. The Tourism Authority of Thailand (TAT) projects that the 10-day Chinese New Year festival from February 13–22, 2026, will generate 42.23 billion baht in revenue, a 13% increase from the previous year.

The Nation reported that the recent campaign featuring Lisa from BLACKPINK as “Amazing Thailand Ambassador” is expected to support domestic tourism growth. The THA has also proposed measures including domestic tourism promotion targeting quality travellers, cost reductions for energy and labour, tax reductions, low-interest renovation loans, flexible debt restructuring, workforce training, knowledge exchange programmes for small businesses, and infrastructure development in public utilities and licensing processes.

Pictures courtesy of The Nation

Key Takeaways

• Thai hotels expect foreign arrivals to remain stable in 2026, with long-haul markets projected to grow.

• Occupancy in February 2026 is forecast at 73%, with labour shortages affecting service quality in some regions.

• Industry leaders urge stronger safety measures, cost support and infrastructure improvements to sustain competitiveness.

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Adapted by ASEAN Now Nation 19 Feb 2026

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Room prices this year seem to be up by around 40/50% on last year.....why?