Bangkok, Thailand – Thailand is setting the stage for a strong and promising recovery in international tourism, even as forecasts predict a 7% drop in international arrivals in 2026, highlighting concerns about the sector’s near-term performance. Government officials and industry leaders met earlier this week to discuss strategies to welcome travelers back. The session was led by Prime Minister Mr. Anutin Charnvirakul and Tourism and Sports Minister Mr. Attakorn Sirilatthayakorn, with senior officials and representatives from major hotels, airlines, and travel associations in attendance.
The meeting focused on restoring traveler confidence, promoting Thailand as a safe and exciting destination, and creating incentives to encourage visits. Industry experts recommended quick measures such as enhanced safety standards, global marketing campaigns, airfare incentives, and targeted tax benefits to boost both international and domestic tourism.
Looking ahead, the private sector encouraged the National Tourism Policy Committee to fast-track reforms in key areas: modernizing tourism-related laws, upgrading service standards, strengthening infrastructure in secondary cities, supporting new investment, reinforcing Thailand’s global brand, and developing compelling narratives to maintain its competitive edge.
Representatives stressed that proactive action could secure Thailand’s position as a top destination in Asia, helping the country stay ahead in a competitive regional tourism market.
Prime Minister Anutin highlighted tourism as a national priority and pointed to recent discussions with China as an opportunity to expand travel flows. Potential agreements, including a tourism MOU, are expected to foster long-term collaboration and support sustainable growth.
With coordinated efforts from both the public and private sectors, Thailand is on track for a strong tourism comeback in 2026, inviting travelers to experience its world-famous culture, cuisine, and hospitality.
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