Following a turbulent 2025 marked by natural disasters, political shifts and a strengthening baht that eroded regional competitiveness, Thailand’s inbound players are rolling out new strategies to stimulate business and counter sluggish arrivals.
Thanapol Cheewarattanaporn, president of the Association of Thai Travel Agents (ATTA), described momentum towards reclaiming the 2019 benchmark of 40 million visitors as “very slow”, with private sector players now calling for more than rhetoric from the government ahead of the February 8 election.
To formalise this push, ATTA is spearheading a new annual business matching event, Thailand Tourism and MICE Next 2026. Its inaugural edition was held on January 23 at Impact Muang Thong Thani, aiming to generate an immediate economic impact of three billion baht (US$95.4 million) through 3,000 scheduled B2B appointments.
Among hoteliers, responses range from property upgrades and new F&B concepts to broader diversification of source markets and guest segments.
At the 268-key Paradox Bangkok – rebranded from Four Points by Sheraton Bangkok, Sukhumvit 15, on January 1, 2026 – general manager Daniel Zygmunt is banking on a full renovation to reposition the property. To tap the “workcation” segment, the hotel is offering “flexible packages tailored to remote workers and extended-stay guests, supported by refreshed co-working and meeting facilities”.
F&B remains another focus. “We will continue our renowned vegan buffet brunch with a refreshed menu, complemented by new food-focused events such as cooking classes and presentations by nutritional experts,” he added.
Ross Park, general manager of the 504-key Moxy Bangkok Ratchaprasong, told TTG Asia: “In 2026, our strategy is rooted in creating compelling, experience-led reasons for guests to choose Bangkok and our hotel as part of their travel plans.”
The hotel is marking its second anniversary in February with lifestyle-driven activations and the launch of the new Sato San rooftop bar.
Meanwhile, Patrick Both, general manager of the 360-key Kimpton Maa-Lai Bangkok and director of operations, Thailand, for IHG’s luxury and lifestyle brands, highlighted a shift away from reliance on single markets.
“We have to diversify quite a bit, not putting all eggs in one basket,” Both said. “From the perspective of my regional role, the Middle East and India markets are doing very well for Thailand, and Europe has been increasing.”
Asset World Corporation (AWC) is also leaning into “experience-led attractions” to drive demand. Michael Hariz, chief commercial officer of AWC, said “Jurassic World: The Experience has attracted more than 200,000 visitors in its first three months”, becoming “a clear anchor experience influencing trip planning and hotel selection”.
To maximise yield, AWC is working with travel partners on integrated Stay & Play packages to support higher conversion rates, longer stays and repeat visitation.
