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