Thapanee Kiatphaibool, the Governor of the Tourism Authority of Thailand (TAT), addressed the current market dynamics in Japan and outlined promotional strategies during the ‘Thai Festival Tokyo 2026,’ a major event organized by TAT for consumers outside Thailand.
Kiatphaibool noted that Thailand’s inbound travel market has been impacted by recent geopolitical tensions in the Middle East. For the first four months of 2026, international arrivals in Thailand dropped to approximately 12 million, a decline compared to the previous year. Japanese visitors fell by 2.6%, totaling 365,360.
In light of the current global uncertainties, TAT has revised its projections, estimating that international visitor numbers for 2026 will decrease slightly to around 32 million. The forecast for Japanese visitors has also been adjusted downward, now anticipated to be around 1 million, down from an initial estimate of 1.2 million.
Conversely, TAT expects that international spending will remain on par with 2025 figures due to successful tourism promotions targeting luxury travelers. Kiatphaibool emphasized, “Thailand is offering values beyond prices,” highlighting high-end offerings such as golf, gourmet dining, and wellness experiences.
Moreover, TAT is focusing on promoting local tourism by developing attractions rooted in 55 designated areas. Post-2027, TAT plans to identify recommended areas based on travel trends, with a specific emphasis on waterfront attractions in Ayutthaya for the Japanese market.
In addition, Thailand will host the 20th Global Wellness Summit (GWS) in Phuket in November 2026, as announced by Kiatphaibool. The summit is expected to attract over 600 experts and generate an overall economic impact of 10 billion Baht. Kiatphaibool remarked, “TAT is leveraging Phuket not only as a beach resort but also as a center of wellness and sustainability.”
A recent report from the Global Wellness Institute (GWI), the organizer of GWS, indicates that Thailand achieved a global ranking of 7th in 2024 based on market growth rate. TAT is promoting wellness tourism focusing on healing and anti-aging.
The 26th Thai Festival Tokyo showcased various aspects of Thai culture, including pop culture, spiritual experiences, muay thai, and Thai cuisine. This annual event attracts around 300,000 visitors and is one of the largest Thai festivals organized by TAT globally.
Source: トラベルボイス
