Thailand tipped for major tourism revival

The Association of Thai Travel Agents (ATTA) projects that Thailand will welcome 39 million international visitors in 2026, including approximately 9 million tourists from China, as the tourism sector continues its strong recovery. The association also announced its readiness to help stimulate at least 3 billion baht in tourism revenue through a major trade exhibition scheduled for January

The “Thailand Tourism and MICE Next 2026” trade show will be held on 23 January 2026, with an expected 1,200–1,500 participants from Thailand and overseas. The event is projected to generate no less than 3 billion baht in economic value. The event is being organised with a 10-million-baht budget, half of which is jointly supported by the Tourism Authority of Thailand (TAT), the Thailand Convention and Exhibition Bureau (TCEB), and partner organisations.

Of the 300 overseas buyers attending the event, the majority will come from Asia, including around 100 buyers from China. TAT has arranged familiarisation trips for these buyers to explore new tourism products and destinations across Thailand. In addition, 250–300 Thai tourism operators from both primary and secondary cities are expected to participate, including businesses from provinces affected by flooding in the South and the Thai–Cambodian border situation.

Several key markets, particularly China, are showing clear signs of recovery during the current high season, supported by increased flight capacity and renewed travel confidence. He expressed confidence that the government will prevent the border situation from escalating, given its economic and tourism implications.

Looking ahead, ATTA believes the trade show will help lift Chinese arrivals to 20,000 visitors per day during Chinese New Year 2026. The association also plans to conduct roadshows in China and expand promotion in other strategic markets. With Thailand set to host major international events in 2026, ATTA estimates business travel could rise by 20 percent, reinforcing optimism that the 39-million-arrival target is achievable with proactive collaboration between the public and private sectors.