Amadeus reveals travel insights for Thailand in 2026, with Bangkok holding the highest tourist share in the Asia-Pacific region, alongside analysis of rising airfares to secondary cities and growth in family groups in Phuket.
The latest data from Amadeus Travel Intelligence shows Thailand’s tourism industry remains a key driver in the Asia-Pacific region, especially Bangkok, which is set to retain its status as the top destination. Meanwhile, tourist behavior is shifting towards secondary cities and larger group travel, reflecting new opportunities for Thai operators in the data-driven era.
Overall, tourism in the Asia-Pacific region during the first half of 2026 looks promising, with tourist numbers expected to rise 5% compared to the previous year. Though cities like Hanoi, Kuala Lumpur, and Shanghai show notable growth, Bangkok still leads in volume as an unmatched champion.
Data indicates Bangkok is likely to hold the largest tourist share in the region, expected to attract 6.8% of all inbound tourists to Asia-Pacific, marking a 3% year-on-year increase.
Another notable insight is the "economy class airfare" trends in the first quarter of 2026, reflecting demand spreading to new areas as follows:
Rising airfares to secondary cities indicate travelers are seeking new experiences beyond traditional destinations, presenting key opportunities to distribute income to local communities.
Although September is considered Phuket’s low season, 2025 data shows strong recovery signs from large tourist groups, especially groups of 3–5 people increasing by 9% and groups of 6 or more rising 7% year-on-year. Notably, European family groups—a high-quality long-haul market—grew by 18%, demonstrating Thailand’s enduring appeal to all tourist segments year-round when strategies align.
Paul Wilson, Vice President of Hospitality for Asia-Pacific at Amadeus, provides insight that Thailand’s strength extends beyond Bangkok, with tourist interest spreading nationwide.
He emphasized that the key for Thai operators to succeed is combining "insightful data" with "technology" to truly understand traveler preferences.
“With accurate data, hotel operators and tourism agencies can promptly adapt to shifting demand, which is essential to creating the best experiences for visitors to Thailand,” Paul concluded.
Thailand’s tourism direction in 2026 is not just about growth in numbers but a shift toward quality and diversification. The main challenge is leveraging insight data to adapt to increasingly diverse traveler needs, whether large families or enthusiasts of secondary cities, to sustainably maintain its status as a "world-class destination."