| BANGKOK, Thailand – Thailand’s tourism sector is experiencing a significant downturn, prompting sharp criticism from industry leaders.
Third Consecutive Setback
For the third consecutive period, Thailand has witnessed a decline in international visitor numbers. Between January and May 2026, the country welcomed only 14.03 million international guests. This marks a drop from 14.36 million during the same period in 2025 and 14.76 million in 2024.
The Ministry of Tourism has attributed these figures to global uncertainties and the conflict in the Middle East. However, rival destinations present a contrasting picture.
Competitors like Spain and Greece are experiencing significant growth, with Spain reporting a 3.4 percent increase in arrivals and Greece seeing a remarkable 27.1 percent surge. Greece also boosted its tourism revenue by a substantial 36.8 percent.
Thailand has yet to recover to its pre-pandemic visitor levels from 2019, leading to critical questions directed at government policy.
Tourism Leaders Attack ‘Value over Volume’
Adith Chairattananon, Honorary Secretary-General of the Association of Thai Travel Agents, has voiced strong criticism of the government’s approach. He stated that the government lacks a comprehensive view and effective measures to promote tourism.
The tourism industry supports approximately four million jobs nationwide. Despite this, according to Adith, the government has still not clearly defined what constitutes “high-value” tourism.
He posed a question regarding the true definition of value:
“Who creates more value: a tourist who spends 100,000 Baht in three days in a private hospital, or someone who spends 50,000 Baht on a 15-day trip through five provinces?”
While medical tourists may spend more per day, travelers exploring multiple provinces distribute their spending across various sectors including hotels, restaurants, transportation, and local attractions, thereby supporting a wider range of businesses and employment.
Adith emphasized that Thailand remains reliant on high visitor numbers. Countries like Japan, China, Spain, and Australia continue to focus on increasing arrivals.
A narrow focus on luxury and wellness tourism could lead to income concentration among a few major players. This would potentially disadvantage smaller guesthouses, tour operators, drivers, and freelance market vendors.
Ministry Defends Quality Course
Natthariya Thaweewong, Permanent Secretary of the Ministry of Tourism, countered these arguments. She stated that the more than 14 million visitors in five months reflect stable confidence in the destination.
She explained:
“Thailand’s goal is not measured solely by visitor numbers, but by the quality of tourism, revenue, and the benefits it brings to people and businesses in all regions.”
The ministry points to Koh Samui as an example of its quality-focused strategy. The island was recognized as the best island in the region at the Travel + Leisure Luxury Awards Asia Pacific 2026.
By the end of March, over 1,006,112 international guests visited the island, generating more than 25.53 billion Baht in revenue. Koh Samui is now intended to serve as a model for other destinations.
New Visa Plans for India and EU
Minister of Tourism Surasak Phancharoenworakul is preparing visa proposals. Indian travelers may soon be granted visa-free entry for 15 days. For all EU member states, including Croatia, Bulgaria, Cyprus, and Malta, the ministry plans a 30-day visa exemption.
These proposals are currently awaiting review by the visa policy committee and official publication in the Royal Gazette.
Hotel Industry Harsh Verdict: Corruption and Poor Infrastructure
Thienprasit Chaiyapatranun, President of the Thai Hotels Association, identified further challenges. He cited corruption, inadequate infrastructure, and inefficient education as major obstacles to competitiveness.
In some areas, illegal accommodations are more prevalent than licensed hotels, significantly harming fair competition. Additionally, convenient rail connections to secondary tourist destinations and sufficient venues for top events are still lacking.
Credibility Test for the Government
Declining arrivals are occurring amidst significant government promises. Ministers are insisting on quality growth, but the figures show three years of decline while competitors are thriving. This situation poses a credibility test for the “Value over Volume” policy.
The central question remains: can the strategy create more value without further marginalizing four million workers and countless small businesses?