BANGKOK, THAILAND – Thailand projected record long-haul tourist numbers for 2026 while industry voices warned the country risked losing ground to regional rivals without bold investment.
Record long-haul arrivals forecast for 2026
Thailand’s Tourism Authority of Thailand (TAT) expected a historic surge in long-haul visitors in 2026. The agency forecast 11.66 million long-haul tourists, a five percent increase on the previous year. Projected revenues topped 700 billion baht, or about 17.5 billion euros.
Airline returns and Hollywood exposure fuel surge
The upswing had already begun in 2024, when arrivals surpassed pre-pandemic levels by 8.6 percent, followed by more than eleven million visitors in 2025, a 13 percent year-on-year increase. New air routes were a key driver, with United Airlines returning to the Thai market after an eleven-year break. EVA Air opened a route to Dallas, while Norse Atlantic Airways announced five new services.
Streaming hit and Koh Samui boom
A TV phenomenon from the United States added momentum: the third season of HBO’s “The White Lotus” was filmed in Thailand, sharply raising the country’s profile, particularly on the US West Coast. On Koh Samui, local businesses reported an exceptional influx of American visitors. One local provider summed up the mood, saying everyone was effectively busy counting money as US tourism boomed like never before.
WhyCation trend reshapes visitor expectations
Behind the increase in arrivals was more than the search for beaches and sunshine. The global “WhyCation” trend, focused on finding purpose and meaning in travel, was hitting Thailand with full force. Wellness retreats, “micro-retirement” stays and sustainable trips were in high demand.
New strategy: healing, meaning and purpose travel
TAT deputy governor Chiravadee Khunsub underlined the central role of the long-haul segment, saying it was one of the strongest engines of Thai tourism and helped offset persistent weakness in short-haul Asian markets, especially from China. At the same time, she urged caution despite the positive figures.
“Thailand must create new income and cannot rest on its old glory.”
said Chiravadee Khunsub, TAT deputy governor.
Thailand planned to focus more on healing, meaning and profound experiences, with an emphasis on authentic community stays and eco-lodging. The traditional party image was meant to give way to a more serious profile as a destination for purpose travel.
Push into challenging Eastern European markets
Previously neglected markets were moving into focus as well. Thailand targeted Eastern Europe, particularly Poland and Belarus, with roadshows and attractive offers. Despite economic headwinds in Europe, the country remained a first choice for many travellers.
Experts warn of Vietnam and Singapore competition
Not all observers shared the authorities’ optimism. Kevin Clayton of the Galaxy Entertainment Group warned that Thailand risked falling behind in the global tourism race. He pointed to heavy investment in modern attractions in Vietnam and Singapore.
“Thailand is in danger of being left behind in the worldwide competition.”
said Kevin Clayton, Galaxy Entertainment Group executive.
Visitor numbers still below pre-pandemic peak
Overall arrival figures painted a more sober picture. Only 33 million foreign visitors were expected this year, compared with almost 40 million before the pandemic. Clayton therefore called for ambitious targets of 45 million visitors by 2030 and 60 million by 2035.
Tradition versus artificial attractions
Thailand still relied heavily on its reputation for hospitality, culture and natural beauty. According to experts, that was no longer enough in a global tourism market increasingly shaped by artificial attractions such as theme parks. At the same time, reports of crime and fraud were said to be deterring some potential visitors.
Two-phase plan to modernise tourism offer
Clayton proposed a pragmatic two-step approach: preserve Thailand’s traditional strengths while building new attractions. He argued there was room for artificial attractions that would complement what made the country unique. These could include live shows or even casinos.
Call for independent tourism board
A central demand from Clayton was the creation of an independent tourism board to decide on new products and investments.
“Tourism must be treated like a business, not as an administrative matter.”
said Kevin Clayton, Galaxy Entertainment Group executive.
The proposed board would be made up of key industry players, including representatives of the tourism authority, airline executives and hotel associations.
Massive investment seen as urgent
The body was meant to operate independently while receiving government support. Its role would include attracting private investors and mobilising the billions in capital deemed necessary to maintain Thailand’s position. Observers warned that without decisive action, the country’s status as a leading tourism hub could soon be at risk.
At a crossroads between boom and backlash
Thailand thus stood at a turning point: long-haul visitor numbers were heading for records and trends such as WhyCation offered fresh opportunities. Yet experts insisted on structural reforms to secure the sector’s future. The unresolved question was whether tradition alone would suffice, or whether the country needed an entirely new vision for its tourism model.