Thailand shifts tourism focus as visitor numbers and patience fall

Thailand is reassessing its long-standing mass-tourism model as international visitor numbers remain below their pre-pandemic peak and public anger grows over alleged misconduct by foreign tourists. Tourism accounts for roughly one-fifth of Thailand’s economy. At Samut Prakan Crocodile Farm and Zoo, owner Charoon Youngprapakorn said large overseas tour groups that once filled the site had largely disappeared.

The zoo previously received as many as 100 to 200 tour buses a day, Charoon told This Week in Asia. After the pandemic, visitors increasingly travelled independently rather than in large groups, leaving the attraction with only a handful of buses at a time. Thailand received nearly 40 million visitors in 2019.

Last year’s total was 32.9 million, while the Tourism Authority of Thailand has reduced its 2026 forecast to between 30 million and 34 million international visitors. Higher oil prices and airfares, a strong baht and competition from cheaper destinations such as Vietnam and Malaysia have contributed to weaker demand. Officials also say public tolerance for bad behaviour is declining.

Reports shared on Thai social media have highlighted alleged unpaid bills, drunken fights, theft and vandalism. Authorities have also reported public sexual acts, assaults, trespassing and damage to landmarks. Recent enforcement operations uncovered bars and restaurants allegedly operated by foreigners while presented as Thai-owned.

Thailand ended its 60-day visa-free stays for tourists from September 15. The country now says it wants to attract fewer but wealthier visitors, with 2027 described by officials as a year of transformation. A proposed 450-baht fee for foreign visitors is also being considered to fund tourism infrastructure, even as hotel bookings remain disappointing in the low season.