Thailand Shifts to High-Spending Tourists to Revive Industry

Thailand Shifts to High-Spending Tourists to Revive Industry

BANGKOK, April 11, 2026 — Thailand aims to lift tourism revenue beyond pre-pandemic levels within four years, as the government shifts strategy toward attracting higher-spending visitors, the country’s new tourism minister said.

Surasak Phancharoenworakul said the government is targeting more than 3 trillion baht (around $80 billion) in annual tourism income, matching levels last seen before the COVID-19 pandemic.

The goal comes despite signs of a slowdown in the sector. Thailand recorded around 33 million foreign arrivals in 2025, while overall tourism revenue declined compared to the previous year.

Rather than focusing on increasing visitor numbers, authorities plan to reposition the country as a premium destination, targeting higher-spending tourists and promoting year-round travel.

The government is also moving ahead with a long-delayed 300-baht tourism fee for foreign visitors, with funds earmarked for tourism development and insurance coverage.

In the near term, however, officials acknowledged continued uncertainty.

“After the Songkran holiday, tourism performance is expected to worsen further,” Surasak said, pointing to seasonal fluctuations and broader economic pressures.

Authorities are preparing stimulus measures to support the sector, including incentives to boost domestic travel and spending.

Over the longer term, Thailand plans to expand sustainable tourism initiatives and promote secondary destinations, as it seeks to strengthen resilience in one of Southeast Asia’s key economic sectors.