Thailand targets 5-7% rise in European tourism revenue in 2027

The Tourism Authority of Thailand (TAT) is seeking 5-7% growth in revenue from European visitors in 2027, tailoring its marketing to individual countries despite disruption linked to the Middle East conflict.

TAT projects 8.3 million European arrivals in 2026, bringing in ฿530 billion. Governor Thapanee Kiatphaibool said Thailand needs a more balanced mix of overseas visitors to reduce its dependence on particular markets during periods of global economic uncertainty.

The agency plans to reach travellers in cities including Nice, Lyon, Düsseldorf and Lausanne, while retaining its focus on established European markets. Thapanee said connecting these visitors with different Thai destinations and tourism offerings could support sustained demand for commercial and charter services.

For UK travellers, TAT wants to promote Chiang Rai and Mae Hong Son, with health and wellness experiences aimed at visitors who spend more. It is also pursuing segments including sports tourism, digital nomads and luxury travel.

TAT forecasts UK arrivals will fall 3.8% to 1.04 million in 2026, largely because of flight cancellations early in the Middle East conflict. Revenue from UK visitors is expected to drop 3.9% to ฿71.6 billion.

However, TAT said advance bookings through March 2027 were 15.3% above the corresponding year-earlier period, supported by more frequent direct flights. Around 47 direct services operate weekly between Thailand and the UK, including Virgin Atlantic's new seasonal London-Phuket route.

More than 47 Thai operators accompanied TAT to World Travel Market in London. Thapanee said at least 1,440 business-matching appointments were expected to generate more than ฿1.5 billion in tourism revenue.