TAT targets 1.05m Japanese arrivals despite weak yen pressure

The Tourism Authority of Thailand (TAT) is stepping up efforts to attract Japanese travellers, targeting 1.05 million arrivals in 2026 despite pressure from a weaker yen, higher fuel surcharges and rising travel costs.

TAT Governor Thapanee Kiatphaibool said on Thursday (September 24, 2026) that the agency was promoting Thailand at Tourism Expo Japan 2026 (TEJ 2026), being held at Tokyo Big Sight from September 24-27.

The annual event, organised by the Japan Travel and Tourism Association, Japan Association of Travel Agents (JATA) and Japan National Tourism Organization (JNTO), is one of Japan’s major tourism exhibitions, bringing together travel industry representatives and consumers.

TAT is using the event to strengthen Thailand’s image in the Japanese market and reach higher-value travellers seeking more immersive experiences.

Thailand promotes wellness, culture and sustainability

Thailand’s pavilion is being presented under the theme “Healing is the New Luxury”, highlighting wellness, culture and sustainable tourism. The theme is part of TAT’s broader strategy to position Thailand around meaningful, high-value travel experiences.

Activities include Thai cultural performances, handicraft demonstrations, wellness workshops and sustainable-tourism activities, alongside presentations of Thai tourism products and services.

Visitors can experience elements of Thai culture through activities including Thai massage, fon lep traditional fingernail dance, herbal inhaler-making and jewellery-making using material recovered from marine waste.

The activities are intended to give both Japanese travel-industry professionals and the public a deeper experience of Thai identity and encourage future travel to Thailand.

Japan remains key tourism market

Thailand continues to rank among popular overseas destinations for Japanese travellers, with safety, proximity, affordability and relatively short travel times among its main advantages, according to TAT.

Japanese travellers are also showing growing interest in cultural, historical and environmental tourism, including World Heritage sites.

From January 1 to September 22, 2026, Thailand received 742,605 Japanese visitors. TAT has set a full-year target of 1.05 million, expected to generate approximately THB42-44 billion in tourism revenue.

Japanese visitors stay an average of 7.74 days, spending about THB5,232.22 per person per day, or THB40,497.38 per trip on average.

The October-December quarter also coincides with Japan’s winter holiday period, supporting both free independent traveller (FIT) and group-tour demand.

Weak yen and higher fares put pressure on travel

TAT acknowledged that geopolitical tensions in the Middle East have contributed to higher oil prices and airfares, while the weaker yen and increased fuel surcharges are raising the cost of overseas travel for Japanese consumers.

Some travellers are consequently planning trips further in advance and reducing their travel budgets.

To counter those pressures, TAT plans to work with airlines to increase seat capacity and encourage charter flights from regional Japanese airports, including Sendai.

The agency also plans joint marketing campaigns with major airlines and tour operators.

High-value travellers become priority

TAT will place greater emphasis on higher-spending segments, including wellness and health, luxury travel, shopping and sports tourism.

It will also promote Thailand’s value for money and encourage Japanese visitors to travel beyond established destinations to secondary cities.

The strategy is intended to help Thailand reach both its Japanese visitor and tourism-revenue targets while increasing the value generated from the market.