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Inbound TourismThailand / United States

Thailand Targets 1.5 Million U.S. Tourists in 2026, But Gap Remains Large

Thailand is targeting 1.5 million U.S. visitors in 2026 to draw higher-spending long-haul travelers and drive tourism revenue. U.S. arrivals reached 1.08 million last year; from January 1 to September 15 this year only 716,983 were recorded, per the Tourism Authority of Thailand (TAT), meaning more than 780,000 additional American visitors are needed in the remaining three and a half months. TAT said its New York, Chicago and Los Angeles offices will coordinate around a "Value over Volume" strategy set at a September 17 meeting in New York. Bangkok-based tour operator EXO Travel reports softer forward U.S. demand.

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Impact and considerations

Slower-than-target U.S. recovery reflects long-haul, higher-spending travelers' sensitivity to pricing and flight supply. If the gap persists, Thai hotels, ground operators and airline capacity may face seasonal mismatches, affecting pricing and scheduling for North America-facing business and leisure products.

Key points

  • Thailand targets 1.5 million U.S. visitors in 2026.
  • U.S. arrivals reached 1.08 million last year.
  • 716,983 U.S. arrivals were recorded from January 1 to September 15 this year.
  • More than 780,000 additional American visitors are needed in the remaining three and a half months to hit the target.
  • TAT's New York, Chicago and Los Angeles offices will coordinate around a "Value over Volume" strategy.
  • The direction was set at a September 17 meeting at TAT's New York office, chaired by Tourism and Sports Minister Surasak Phancharoenworakul.
  • Bangkok-based tour operator EXO Travel reports forward U.S. bookings tracking slightly behind last year.

Sources and time

Primary source
Skift
Other sources
0
First source publication
24 Sept 2026, 16:29
Page published
24 Sept 2026, 18:01
Last updated
24 Sept 2026, 16:29
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