The TAT targets 3 trillion baht in revenue this year. TAT governor Thapanee Kiatphaibool said Thailand's tourism sector needs to act quickly after falling short of targets last year, recording more than 32.9 million arrivals and 2.7 trillion baht. Regarding this year's target of 3 trillion baht, she said domestic tourism is expected to contribute 1 trillion baht from 210 million trips, while foreign income should tally 2 trillion baht from 36.7 million arrivals. Among foreign visitors, short-haul tourists are projected to comprise 70%, with long-haul visitors making up 30%. To position Thailand as a festival hub, the TAT planned events and festivals for every month, including the global electronic dance music festival Tomorrowland.

Source: Bangkok Post January 12, 2026 22:16 UTC