Europe is experiencing scorching temperatures reaching 40 degrees Celsius! The Tourism Authority of Thailand (TAT) is capitalizing on this by attracting tourists fleeing the heat to cooler Thailand, promoting the rainy season as a great-value travel option with beautiful nature and less crowding. The 'Blooming & Bright' campaign, in partnership with the private sector, targets travel during the Shoulder Season, offering affordable prices and a fully immersive nature retreat experience.
Europe is currently facing one of the most severe heatwaves in decades, causing temperatures in Western and Southern Europe to soar above 40 degrees Celsius. Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), revealed that TAT sees this crisis as an opportunity to boost Thailand's tourism by instructing its seven European offices—in London, Paris, Frankfurt, Prague, Stockholm, Moscow, and Rome—to intensify proactive marketing and public relations efforts.
“TAT is working with Thai tourism operators, including airlines, hotels, and tour companies, to communicate to European travelers that Thailand is the ideal destination for relaxation during the Shoulder Season. This year-round tourism promotion, under the 'Blooming & Bright Amazing Thailand' concept, invites visitors to experience Thailand’s blooming and refreshing side, showcasing lush nature, fresh air after the rains, and a relaxing atmosphere. It is also the most cost-effective time to visit, as travel prices are lower than during the High Season.”
Ms. Jirawadee Khunsap, Deputy Governor for Europe, America, Middle East, and Africa markets at TAT, added that the number of long-haul tourists arriving in Thailand from Europe remains stable. Between 1 January and 20 June 2026, arrivals matched last year’s figure of over 4 million, while the American regionalso remained steady, with slightly over780,000 visitors during the same period last year. Both markets show high resilience despite direct impacts from Middle East tensions, including airport closures and reduced flights. TAT is confident that European and American arrivals in 2026 will grow by more than last year’s figures.By at least 2-3%reaching approximately 9.9 million visitors, assuming normal circumstances..
Regarding the Middle East region, last year saw 806,000 tourists enter Thailand. Between1 Januaryand 20 June 2026, only 193,000 visitors arrived, a 31% decrease compared to the same period last year due toconflict issues.If the situation calms and no further violence occurs,tourism from this market in 2026is expected to recover to about 600,000 visitors, a 25% decrease. July to September is the peak travel season for Middle Eastern tourists.TATis intensifying marketing campaigns and ongoing B2B activities to accelerate and encourage tourists to escape the heat and enjoy Thailand’s cool, lush green atmosphere.
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