Thailand Insists It's Not Too Expensive for Korean Tourists

The Tourism Authority of Thailand (TAT) has refuted concerns about Thailand becoming too costly for South Korean travelers, asserting that domestic prices remain stable despite complaints about rising expenses. At a media briefing in Seoul, TAT officials highlighted their monitoring of the Korean market, which contributed 1.55 million visitors to Thailand in 2025, ranking as the country's fifth-largest source market globally. TAT executives explained that perceptions of higher prices are mainly due to exchange rate fluctuations rather than Thai inflation, pointing to data showing a year-on-year decline in the consumer price index in January. The agency is promoting a new 'Healing is the New Luxury' slogan to reposition Thailand as a destination focused on wellness and experiential travel. TAT is also emphasizing safety through its 'Trusted Thailand' certification program and targeting specific market segments including independent travelers, sports training groups, and older golf tourists from South Korea.