52% of Thai hoteliers surveyed expect under 32m foreign arrivals in 2026
A Thai hotel survey finds fourth-quarter 2026 bookings below last year’s levels, particularly from China, despite August occupancy rising to 64%.
- A Thai Hotels Association and Bank of Thailand survey released on September 15, 2026, found that 52% of respondents expected fewer than 32 million foreign arrivals in Thailand in 2026.
- The Thai Hotels Association expects occupancy to fall from 64% in August to 52% in September 2026, broadly in line with September last year.
- Thai hotel operators surveyed requested government support in five areas, including tourism promotion, lower operating costs and workforce development.
The Thai Hotels Association (THA) and Bank of Thailand reported on Tuesday (September 15, 2026) that 52% of hotel operators surveyed expected foreign arrivals in Thailand to total fewer than 32 million in 2026. Forward room bookings for the fourth quarter were also below last year’s levels, particularly among Chinese travellers, the survey found.
The August 2026 Hotel Business Operator Sentiment Index survey, conducted between August 14 and 31 among 123 accommodation businesses, found that average occupancy rose to 64%, supported mainly by seasonal demand. THA expected occupancy to fall to 52% in September 2026, broadly in line with the same period in 2025.
Most respondents to the August hotel survey considered the recovery in international tourism incomplete. Their expectation of fewer than 32 million foreign arrivals in 2026 would also represent a decline from the previous year.
Short-haul markets remained the main source of demand for Thai hotels in August 2026, according to the survey. However, economic conditions and rising costs were prompting travellers to spend more cautiously and shorten their stays.
Central and southern hotels lead August occupancy gains
Hotels in central and southern Thailand recorded the largest regional occupancy increases between July and August 2026, according to the THA survey. Average occupancy in the Central region rose from 68% to 73%, while the South increased from 49% to 58%.
Eastern hotels recorded a smaller rise in average occupancy, from 60% in July to 61% in August 2026, the THA survey found. Northern hotels reported a decline from 53% to 50% over the same period.
The August hotel survey did not publish occupancy figures for the Northeast because there were too few respondents from the region.
THA said seasonal factors were the main support for the August occupancy improvement, particularly among four-star and higher-rated hotels in several regions.
Hotel staffing shortages affect service quality
A larger proportion of Thai hotels reported labour shortages in August 2026 than in July, according to the survey. Staffing gaps were mainly affecting service quality, but had not reduced the number of guests hotels could accommodate.
Thai hoteliers request support in five areas
Respondents to the August hotel survey called for government assistance in five areas to support businesses and revive tourism:
- Tourism promotion and revenue: Hotel operators proposed roadshows and concerts in major and secondary destinations, partnerships with hotels, airlines and online travel agencies, and stronger marketing through social media and key opinion leaders. They also called for improvements to existing attractions and new attractions reflecting distinctive community identities.
- Operating costs: Hotel operators requested lower energy costs and government fees, alongside relief on corporate income tax, personal income tax and building-related taxes.
- Finance: Hotel operators called for measures to improve liquidity, including low-interest loans for hotel renovations.
- Labour: Hotel operators requested systematic skills training and workforce development for service-sector personnel.
- Safety and infrastructure: Hotel operators called for stronger confidence in visitor safety and more comprehensive development of transport infrastructure.
THA looks to Thai Tiew Thai Plus before high season
THA hopes government measures, particularly the Thai Tiew Thai Plus 2026 economic stimulus programme, will increase hotel occupancy and encourage travel and spending in tourism areas during the transition to the high season.
The Tourism Authority of Thailand (TAT) has prepared a tourism stimulus plan for the fourth quarter of 2026 centred on global events and domestic campaigns to maintain tourism momentum.
TAT’s “Value Over Volume” strategy combines an emphasis on safety with a shift from visitor numbers towards higher-value tourism. The agency aims to attract travellers with greater spending power and spread tourism income more widely to secondary cities, communities and businesses.
THA has advised hotel operators to assess their service capacity, staffing, supplies and equipment in advance of the busier final quarter of 2026.
