Thai Tourism Faces a Turning Point

Experts at the Thailand Tourism Forum 2026 (TTF2026) held on January 22 highlighted that the sector is at a pivotal juncture. The 15th edition of the forum was themed A World of Change and organized by C9 Hotelworks at The Athenee Hotel, Bangkok.

With shifting travel patterns and increased competitiveness from regional neighbors, Thailand’s leading position in Asian tourism is under serious threat.

C9 Hotelworks managing director Bill Barnett emphasized:

“Thailand’s tourism industry stands at a critical juncture where strategy matters more than scale. This is no longer a recovery phase; it is a reckoning. Regional competitors are investing billions, and Thailand cannot rely on past success. The choices made now will define the next decade.”

Competing on All Fronts

For years, Thailand has been a top tourism destination, currently ranked eighth globally. However, evolving global traveler preferences alongside local political issues have led to a 7.2% decrease in foreign arrivals last year.

Countries like Malaysia are making significant progress, reclaiming the title of the most visited nation in Southeast Asia for the second consecutive year. Malaysia finished 2025 with 38.3 million foreign arrivals, compared to Thailand’s 32.9 million.

Vietnam is also advancing, with a notable increase in tourists attributed to improvements in infrastructure like the Thanh Long International Airport, gaining traction as a travel destination.

The Need for Innovation

While industry leaders believe in Thailand’s appeal, they stress that innovation in product offerings, experiences, and destinations is essential to attract a global audience. Phoom Chirathivat of Central Group Capital expressed cautious optimism, noting the importance of Thailand’s cultural richness in creating value.

Chirathivat pointed out that Thailand must expand its horizons beyond classic tourist spots to less-traveled areas like Esarn, renowned for its food and culture, and Nakhon Sri Thammarat with its untouched coastlines.

Looking Ahead

Thailand’s approach to pivot from mass tourism to quality tourism could provide a competitive edge. The Amazing 5 Economy initiative proposed by the Tourism Authority of Thailand (TAT) for 2026 aims to encompass wellness tourism and personalized experiences for high-net-worth individuals.

To secure its place as a top destination in Asia, Thailand needs to enhance both marketing and infrastructure strategies.