Serious concerns in a holiday paradise. It may lose 3 million tourists
The prolonged war in the Middle East has hit Thailand’s tourism industry. The government has a new strategy to attract guests from abroad.
The war in the Middle East has hit Thailand’s tourism sector hard. Route changes and cancellations on air corridors from Europe to Asia increased travel costs. According to data from the state air traffic manager, approximately 1,000 flights to Thailand have been canceled since the US and Israel attacked Iran. About 600 planes were to land at Bangkok Suvarnabhumi Airport and 400 on Phuket Island.
Thailand is losing tourists because of the war
In the period from January 1 to March 22, 2026, 8.54 million foreign tourists visited Thailand, a decrease of approximately 3%. compared to the previous year.
“If the war lasts six months, the country could welcome up to three million fewer foreign tourists in 2026,” said Natthriya Thaweevong, permanent secretary at the Ministry of Tourism and Sports, as quoted by Bloomberg. The top tourism official added that even if the war ended at the end of March, the domestic industry would suffer a decline of 1 to 2 million foreign visitors.
A new strategy in the face of the crisis
Thapanee Kiatphaibool from the Tourism Authority of Thailand announced adjustments to the marketing strategy for the coming months. Already in March, it was noticed that the number of arrivals from long-haul markets, especially from the Middle East, had started to decline.
Promotional activities will be intensified in countries closer to Thailand, such as China (which saw a significant increase of 38%), as well as Malaysia and India. In addition, high hopes for the revival of traffic are associated with the Tomorrowland Thailand electronic music festival scheduled for December this year. Tickets for the event sold out within an hour.
Another element is domestic tourism. Officials will encourage travel close to home, with an emphasis on local identity, so that budget revenues are distributed evenly.
The government’s goal was to attract 35 million foreign tourists in 2026. The political situation may reduce this number to the level of 2023, when 28 million foreign guests visited the country.
