Thailand steps up year-end push to meet 31.5m arrivals target
TAT aims to attract 300,000 extra foreign visitors as major markets slow, with 5.83 million arrivals expected in November and December.
- Thailand is intensifying its year-end tourism promotions to attract at least 300,000 additional visitors, as it projects falling short of its 31.5 million annual arrivals target.
- The main strategy is the "Thailand Winter Plus" programme, which focuses on attracting travelers from nine key short-haul and high-value markets, including China, Malaysia, South Korea, and India.
- These promotional efforts involve collaborations with airlines, online platforms, and tourism partners to stimulate demand, with a particular focus on cruise and sports tourism.
Thailand is stepping up year-end tourism promotions to attract a minimum of 300,000 additional foreign visitors as the sector faces challenges from slowing demand in major source markets, with 5.83 million foreign arrivals expected in November and December.
Tourism Authority of Thailand (TAT) governor Thapanee Kiatphaibool said on Sunday (November 15, 2026) that international arrivals were projected to reach 31.24 million for the full year, below the authority’s target of 31.5 million.
TAT is intensifying its year-end marketing efforts, with wider promotional activities continuing through the Chinese New Year period.
Thailand Winter Plus targets nine markets
The November–December strategy focuses on short-haul markets and high-value travellers through the Thailand Winter Plus programme. Alongside the push for additional visitors, TAT aims to maintain no fewer than 1.9 million arrivals from short-haul markets.
The programme covers nine markets and market groups: China, Malaysia, South Korea, Hong Kong, Taiwan, India, Vietnam, Indonesia and the Gulf Cooperation Council (GCC) countries.
Activities will involve airlines, tourism partners and online platforms, with cruise and sports tourism also included in the drive to stimulate demand.
More airline seats to support 34 million target for 2027
For 2027, TAT has set a target of 34 million international arrivals, compared with its current projection of 32.94 million.
The authority plans to add approximately 1.06 million airline seats, particularly for East Asian markets, to support its efforts to increase visitor numbers.
The Thailand Winter Blast programme is scheduled to run from November 20, 2026, to March 31, 2027. It includes support for a minimum of 200 charter flights and joint promotions with five or more airlines.
TAT also plans sales campaigns and a Mega Fam Trip, a large-scale familiarisation visit involving a minimum of 100 overseas tour operators and media representatives.
The measures are intended to stimulate year-end travel, strengthen air connectivity and build confidence in overseas markets, helping Thailand maintain its tourism competitiveness and support continued growth in 2027.
