Thai tourism is at a crucial turning point as travel trends shift and regional competitors ramp up investments. Thailand faces pressure to adapt quickly; otherwise, it risks losing its leadership in the Asia-Pacific tourism sector.

For decades, Thailand has been one of the world's most successful travel destinations, but by 2025, international arrivals are projected to decline by 7.2%, while Vietnam is expected to grow by 20.4% due to the influx of Chinese tourists, improved infrastructure, and proactive travel connectivity developments.

This gap may widen further as Vietnam moves forward with the construction of 12 new airports, accelerates high-speed rail projects, and develops numerous hotel projects, reflecting a long-term strategy to capture market share in both regional and global tourism.

(From left to right) Gautam Bhandari, Chief Development Officer for the Asia Pacific (excluding China) at Marriott International; Phumi Jirathiwat, Co-Managing Director and Head of Central Group Capital, as well as Head of Hotel and Alternative Real Estate Investments at Central Pattana; and Bill Barnett, Managing Director of C9 Hotelworks.

Bill Barnett, Managing Director of C9 Hotelworks, stated, "The Thai tourism industry is at a strategic crossroads where today, 'strategy' is more important than size. This is no longer a recovery phase but a decisive moment, as competing countries are making substantial investments, and Thailand can no longer rely on past successes. Decisions made now will shape the next decade."

Investors and operators still view Thailand as an attractive destination with potential for both tourism and living. However, Thailand needs a new wave of entrepreneurial energy to create products and experiences that appeal to the global market.

Phumi Jirathiwat, Co-Managing Director and Head of Central Group Capital, as well as Head of Hotel and Alternative Real Estate Investments at Central Pattana, mentioned, "As an investor, I remain optimistic but cautious, as global uncertainties persist, including geopolitical issues and security concerns. Regional competition is intensifying, and the domestic economy is not very favorable. However, I still believe in Thailand's potential, which has rich cultural depth and diversity that can be leveraged into high-value products and experiences."

Regarding the development of new tourist attractions, Phumi emphasized that Thailand needs to look beyond the 'Big Five' destinations like Phuket, Samui, Pattaya, Chiang Mai, and Bangkok, towards areas like Isaan, which is rich in the charm of its people, food, and culture, as well as Nakhon Si Thammarat, which boasts hundreds of kilometers of natural coastline yet to be developed.

The TTF 2026, the 15th edition, was held by C9 Hotelworks at The Athenee Hotel, a Luxury Collection Hotel in Bangkok, with over 1,000 senior executives, founders, investors, and policymakers attending under the theme 'A World of Change.'

The event was organized in collaboration with leading organizations in the industry, including Marriott International, STR, CoStar, Horwath HTL, JLL Hotels & Hospitality, QUO, AMCHAM Thailand, Delivering Asia, Phuket Hotels Association, and Travel Daily Media.

For more information, please visit www.thailandtourismforum.com.