Thailand tourism European market strategy 2027, Digi Mart USA News: Thailand wants to attract more European tourists in 2027 and increase revenue from this market by 5 to 7 percent. The strategy comes as the country expects a 4 percent decline in international arrivals in 2026, amid the conflict in the Middle East.
The Tourism Authority of Thailand (TAT) presented its ambitions at the World Travel Market (WTM) 2026, held in London, where more than 47 Thai tour operators are taking part in business meetings. According to TAT Governor Thapanee Kiatphaibool, Thailand wants to diversify its tourism markets to reduce its dependence on certain foreign customer groups.
The main target markets include France, the United Kingdom, Germany, Switzerland, the Scandinavian countries and Italy. The TAT is also aiming at travelers from secondary European cities, such as Nice and Lyon in France, Düsseldorf in Germany, and Lausanne in Switzerland.
The goal is to support the development of new regular air routes and charter flights, while promoting less-visited Thai destinations. Authorities hope to encourage British travelers to discover Chiang Rai and Mae Hong Son, based on the health and wellness offerings of those regions.
At the WTM, the agency is also highlighting niche segments, including sports travelers, digital nomads, responsible tourism, luxury and wellness. The event is expected to generate more than 1.5 billion baht in revenue for Thailand, thanks to at least 1,440 business appointments.
Thailand expects to welcome 8.3 million European tourists in 2026, generating estimated revenue of 530 billion baht. Despite the effects of the Middle East conflict, the TAT hopes to raise this revenue to approximately 557 to 567 billion baht in 2027.
These European ambitions contrast with the general outlook for Thai tourism. The TAT now forecasts 31.8 million foreign visitors in 2026, a decline of 4 percent year on year.
British arrivals are expected to reach 1.04 million visitors, down 3.8 percent, while revenue from the British market is projected to fall 3.9 percent to 71.6 billion baht. This decline is mainly attributed to flight cancellations at the start of the Middle East conflict.
However, prospects for the high season are more encouraging. British bookings for the period through March 2027 are up 15.3 percent year on year, supported by an increase in direct flights.
About 47 weekly flights currently connect the United Kingdom with Thailand, including a new seasonal London–Phuket route operated by Virgin Atlantic.
The TAT is also working with Virgin Atlantic Holidays on a promotional campaign aimed at generating 9,079 bookings. Several British tour operators report a shift in demand toward Asia, at the expense of destinations such as Dubai.
Sam Collins, Far East destinations manager at Best at Travel, said bookings for Thailand have risen sharply since July, and that Asia has become the most profitable region for his company over the past four months.
Audley Travel, a high-end travel specialist, reports no slowdown in bookings to Thailand. Its clients stay in Thailand for an average of 12 to 14 days, with packages reaching 16,000 to 17,000 pounds sterling (about 19,200 to 20,400 euros) per person, including flights and premium accommodation.
Helen Wheat, regional manager at Audley Travel, said the growth of direct flights between Europe and Asia reassures travelers by allowing them to avoid traditional connecting hubs.
Promm Group, which owns the Prince Palace Hotel Bangkok and the Renaissance Koh Samui Resort and Spa, reports that Europeans are the largest foreign clientele at its Koh Samui property and rank among the top five foreign markets at its Bangkok hotel. Business development manager Bhakchuda Phonjarit noted that European guests book several months in advance, which points to an encouraging high season.
Challenges persist, however. Air capacity has not returned to previous levels, fuel prices are rising, and competition from neighboring destinations is intensifying.
A study by the University of the Thai Chamber of Commerce (UTCC), presented on November 3, found that 59.1 percent of surveyed professionals believe Thailand is less competitive than its regional rivals. Vietnam has benefited from more attractive pricing, favorable visa conditions and the development of direct flights.
In the long term, Bhakchuda Phonjarit concluded, Thailand will need to improve its services, tourism products and infrastructure to remain competitive.
