At the meeting hosted by the Tourism Authority of Thailand (TAT) to address the impact of Middle East tensions on Thailand’s tourism sector, representatives from the private tourism industry proposed measures to mitigate risks in long-haul markets, particularly from the Middle East, Europe, and the United States. While the overall tourism situation has remained stable, with a typical seasonal slowdown in arrivals from the Middle East and Europe, stakeholders emphasized the need to strengthen short-haul markets to sustain growth.

According to the Tourism Council of Thailand, the most immediate priority is to focus on short-haul markets, especially China and ASEAN countries. Promoting airfares to lesser-known cities would also be a key strategy to enhance the country’s competitiveness against other regional destinations.

The Association of Thai Travel Agents (ATTA) noted that China remains Thailand’s largest inbound market. Although forward bookings from April to May remain steady at around 60%, signs of a slowdown are emerging, largely owing to rising fuel prices. To address this, ATTA proposed a win-win tourism strategy aimed at increasing outbound Thai travelers alongside inbound Chinese tourists.

For the European market, ATTA reported a 30% decline in tourist arrivals following the escalation of Middle East tensions. In response, efforts are underway to diversify markets. In addition, tourism promotion roadshows are planned for the second and third quarters in China, India, South Korea, and Taiwan.

The Thai Hotels Association (THA) highlighted that March typically marks the lowest influx of Middle Eastern tourists, coinciding with Europe’s low season. However, data from luxury hotel chains indicates that new bookings this year exceed cancellations, reflecting positive overall growth. Nevertheless, THA stressed the importance of further stimulating short-haul travel, including initiatives to support charter flights to reduce airfare costs.

Moving forward, TAT will prioritize expanding into alternative markets to replace the declines in long-haul arrivals. Key target markets include China, India, Indonesia, Japan, Malaysia, Singapore, and South Korea. This approach will be supported by a two-way tourism promotion strategy, collaborating with partners to encourage reciprocal travel, which will reduce airline risks and minimize dependence on a single market.