The Tourism Authority of Thailand (TAT) is adjusting its tourism promotion strategy, with an emphasis on encouraging short-distance, low-energy travel, during the Middle East crisis, which has led to global energy price volatility.

TAT Governor Thapanee Kiatphaibool stated that an assessment of the tourism situation in March 2026 showed signs of a slowdown among tourist arrivals from long-haul markets, especially countries in the Middle East. Impacts of the Middle East conflict were related to airline seat constraints and rising transportation costs.

TAT has, therefore, turned to focus on travelers from short-haul markets, such as China, Malaysia, and India, which are large markets and have great potential for further growth. China, in particular, registered a notable growth of 38 percent in March 2026 over the same period of 2025.

Moreover, apart from stimulating domestic tourism under the “Healing Journey Thailand” campaign through the “near-home travel” concept, emphasis will be placed on promoting community-based tourism, in line with the changing tourist behavior, with greater attention on sustainability and local identity. 

The TAT Governor said that the initiative would also help reduce energy-related travel costs for tourists, while distributing income to local communities and lesser-known tourist destinations across the country. 

TAT is also confident that the strategic adjustment will help maintain the stability of Thailand’s tourism industry in the short term, aligning with its direction for 2026, “The New Thailand,” which focuses on “Value over Volume” and premium experiences in all dimensions.

These efforts, she said, would drive the sustainable growth of the Thai tourism industry during the global challenges of geopolitical tensions in the Middle East. Thailand has also been organizing various events to attract visitors, especially those from short-haul markets.