Thailand’s tourism industry is facing renewed challenges as international arrivals fall below expectations. Visitor numbers for this year are now projected at 32 million, down from 35.5 million in 2024, with key markets such as China, Malaysia and South Korea underperforming. In response, tourism and MICE (Meetings, Incentives, Conventions and Exhibitions) bodies are urging the government to introduce targeted stimulus measures to help restore confidence and attract both leisure and business travellers.

The Association of Thai Travel Agents (ATTA) reports a noticeable decline in arrivals from traditionally strong markets. China is expected to contribute 4.6 million visitors short of the 5 million targets while Malaysia and South Korea are also likely to close the year below previous levels. Despite this downturn, several major international events scheduled for next year, including the Amway China conference with 13,000 delegates and the IMF World Bank meetings with over 10,000 participants, offer a potential boost if supported by suitable incentives.

To help revitalise the sector, the Thailand Convention and Exhibition Bureau (TCEB) is proposing “Quick Big Win” measures, such as tax incentives or soft loans for MICE organisers and venue operators. The bureau is also encouraging public agencies to host meetings in provincial destinations to stimulate regional economies. A review of the long-standing 1,200-baht accommodation allowance for government meetings has also been recommended, as rising hotel costs have made the current cap impractical.

Additional proposals include expanding hybrid or online trade shows to attract new markets, particularly from India and the Middle East, and introducing more flight promotions to stimulate inbound travel.

Looking ahead, Thailand aims to stabilise tourism by diversifying its visitor base and strengthening its position as a leading MICE destination in Asia.