Thailand Holds Firm on 2.76 Trillion Baht Tourism Target
Thailand's tourism ministry is maintaining its 2.76 trillion baht revenue target for 2025 despite global market uncertainties, aiming for 33 million international arrivals while shifting future focus toward visitor quality over volume.
The Ministry of Tourism and Sports confirmed it will not lower its 2025 tourism revenue target despite facing challenges from international tensions and volatile global tourism markets. Tourism Minister Surasak Pantcharoenkul stated during the opening of the 2026 Tourism Authority of Thailand action plan meeting that the government maintains its revenue goal of approximately 2.75–2.76 trillion baht and will pursue 33 million international arrivals, up from over 32 million last year. The ministry will closely monitor market conditions to manage both opportunities and risks.
For 2026, the ministry is reviewing its target framework and has set a preliminary revenue goal of 2.76 trillion baht, with potential upward adjustment of 5–7 percent to 2.8–2.9 trillion baht if market conditions improve faster than expected. Future targets will prioritize visitor quality, per-capita revenue, and economic impact rather than visitor numbers alone, ensuring sustainable tourism growth.
The ministry plans to consult with the private sector on July 15 to develop 2026 tourism stimulus measures and joint government-private sector policies. If necessary, the government will consider deploying central budget funds or additional support measures. Prime Minister has emphasized tourism's role as Thailand's economic engine, and the administration is expanding cooperation with Malaysia, Vietnam, and China to increase flights and boost visitor confidence. A delegation including the Prime Minister's office, the Tourism Ministry, and the Tourism Authority of Thailand will visit China from July 16–20, covering Beijing, Chengdu, and Shanghai for tourism, trade, and business operator cooperation discussions.
