BANGKOK, THAILAND – Thai hotel operators expected foreign arrivals to remain broadly stable in 2026 while urging the government to boost security and competitiveness.
Stable short-haul demand, stronger long-haul outlook
According to an “Accommodation Operator Confidence Index” survey of 99 accommodation providers conducted between 13 and 31 January, most hoteliers anticipated that the total number of foreign guests in 2026 would stay largely unchanged, especially in short-haul markets excluding China. For long-haul tourists, operators projected an increase compared with the previous year, with 4‑star and higher‑rated hotels pointing to continued strong demand, particularly from Europe.
Weak 2025 results heighten pressure
The Ministry of Tourism and Sports reported 32.97 million foreign visitors in 2025, a decline of 7.23 percent from 2024. Tourism revenue reached 1.53 trillion baht, 4.71 percent below the previous year, increasing pressure on hotels and policymakers.
Concerns over image and regional competition
The president of the Thai Hotels Association (THA), Thienprasit Chaiyapatranun, said properties that expected a drop in foreign guests mainly cited a poor national image, more attractive prices in competing destinations and a lack of new attractions as key competitive disadvantages.
“The recovery of foreign arrivals, especially from China, has continued, but competition with other countries remained a key factor that we had to monitor closely,”
said Thienprasit Chaiyapatranun, president of the Thai Hotels Association. He called for more unique offerings and higher safety standards.
Occupancy eases, performance split by hotel class
For February 2026, the industry expected an average nationwide hotel occupancy rate of 73 percent, down from 77 percent in January and similar to December 2025. While 4‑star hotels slightly increased occupancy to 82 percent, properties with 3 stars and below held steady at 62 percent.
Labor shortages hit service quality
In January 2026, labor shortages in the hotel sector, particularly in the eastern region, intensified, according to industry reports. The lack of staff mainly affected service quality but had not yet limited the total number of guests hotels could accommodate, operators said.
Chinese New Year expected to boost revenue
The Tourism Authority of Thailand (TAT) estimated that the ten‑day Chinese New Year period from 13–22 February 2026 would generate 42.23 billion baht in revenue, a 13 percent increase from the previous year. The sector hoped this peak season would lift occupancy and strengthen confidence among both businesses and travelers.
Industry seeks cost relief and financial support
According to Thienprasit, hoteliers also relied on state programs to promote domestic and quality tourism, improve networking among regional providers and support campaigns such as using Lisa from BLACKPINK as “Amazing Thailand Ambassador” to stimulate travel within the country. He pointed to calls for lower energy and labor costs, tax relief, affordable renovation loans, flexible debt restructuring, training programs for service staff, better infrastructure and more efficient approval procedures.