Thailand Targets THB 2.8 Trillion in Tourism Revenue by 2026

Thailand aims to generate THB 2.8 trillion in tourism revenue by 2026 through its new “Trusted Thailand” symbol, designed to boost traveller confidence and accelerate recovery. Tourism and Sports Minister Atthakorn Sirilatthayakorn said the initiative, led by the Tourism Authority of Thailand (TAT), seeks to “assure tourists of safety” and promote repeat visits. He added that TAT expects the symbol to play a key role in restoring market confidence and meeting next year’s revenue goals. In the first ten months of this year, Thailand welcomed 27.56 million foreign tourists, down 7.14% from the same period last year. Despite the dip in arrivals, revenue from international visitors reached THB 1.27 trillion, underscoring tourism’s role in the economy. Malaysia, China, and India continue to lead as Thailand’s top source markets

Thailand's foreign tourist arrivals from January 1 to August 24, 2025, dropped by 7.14% compared to the same period a year earlier, the Tourism Ministry said on Tuesday. About 21.37 million foreign visitors were recorded during the period, with China remaining the largest source market, contributing 3.03 million arrivals. Last week, the state planning agency cut its forecast for total foreign tourist arrivals in 2025 to 33 million, down from 37 million. In 2019, before the pandemic, Thailand recorded nearly 40 million visitors. Recent data showed the Thai economy grew by 2.8% yoy in Q2 2025, easing from 3.2% in Q1. The accommodation and food services sector saw a sharp deceleration, expanding just 2.1% compared to 7.2% in Q1, due to a decline in inbound tourism and a slowdown in domestic travel. The number of foreign tourists in Q2 was 7.136 million, a drop of 12.2%. Meanwhile, domestic tourism rose by 2.1%, down from 2.6% growth in Q1.