The Association of Thai Travel Agents (ATTA) has projected that Thailand will welcome around 39 million foreign visitors in 2026, including an estimated 9 million Chinese tourists, as the country intensifies efforts to revive and expand its tourism industry. The association has also announced plans to stimulate at least 3 billion baht in tourism revenue through a major international trade show scheduled for January.
Mega Tourism Trade Show in January
ATTA is set to organize the “Thailand Tourism and MICE Next 2026” trade show on January 23, 2026. The event is expected to host between 1,200 and 1,500 participants from Thailand and abroad and is projected to generate a minimum of 3 billion baht in business revenue.
According to ATTA President Thanapol Cheewarattanaporn, the event is being jointly supported by the Tourism Authority of Thailand (TAT), the Thailand Convention and Exhibition Bureau (TCEB), and other strategic partners, who together have contributed half of the 10-million-baht budget allocated for hosting the trade show.
Strong Participation from Overseas Buyers
The trade show is expected to welcome around 300 overseas buyers, the majority of whom will be from Asian markets. Notably, 100 buyers are expected to come from China, underlining China’s continued importance as a key source market for Thailand’s tourism sector.
To maximize business opportunities, TAT has organized familiarization trips for these buyers, enabling them to explore new tourism products and destinations across Thailand. These initiatives aim to diversify tourism offerings and encourage repeat and longer-stay visits.
Broad Representation of Thai Tourism Operators
Approximately 250 to 300 Thai tourism operators from major and secondary destinations will participate in the event. This includes businesses from provinces affected by recent challenges, such as border tensions between Thailand and Cambodia, as well as regions impacted by severe flooding in southern Thailand. ATTA believes the inclusion of operators from affected areas will help revive local tourism economies by creating new partnerships and expanding market access.
Chinese Market Set to Rebound Strongly
Mr. Thanapol stated that major markets, including China, have shown steady recovery during the current high season, driven by increased air seat capacity, new chartered flights, and heightened interest following the recent official state visit of Their Majesties the King and Queen. He expressed optimism that the upcoming trade show would serve as a catalyst to boost daily Chinese arrivals to 20,000 during the Chinese New Year period in early 2026.
Ambitious Targets for 2026
Looking ahead, ATTA plans to organize multiple roadshows in China and extend promotional visits to other key international markets to further stimulate inbound tourism. Thailand is also set to host several high-profile international events in 2026, including the IMF–World Bank Group Annual Meeting, Gastech 2026, the Global Wellness Summit 2026, and large-scale Amway China meetings. These events are expected to increase business travel by approximately 20 percent, significantly contributing to the overall growth of the tourism sector.
Call for Proactive Government Support
ATTA believes that the target of 39 million foreign arrivals in 2026 is achievable if the tourism industry adopts proactive strategies and if stronger public–private collaboration is implemented once a new government is formed.
The association has also urged authorities to introduce more competitive promotional measures, such as offering larger travel discounts, waiving entrance fees for nature parks and royal palaces, and subsidizing accommodation for longer travel packages.
ATTA Honorary Secretary-General Adith Chairattananon highlighted concerns over the persistently strong Thai baht, which has negatively impacted tourism competitiveness and export performance. He called on the government and the Bank of Thailand to implement measures to stabilize the currency and maintain Thailand’s competitive edge among Asian destinations. With these initiatives, ATTA aims to position Thailand for a strong tourism rebound and sustained growth in 2026 and beyond.
Source: Bangkok Post
