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International tourist arrivals in Thailand projected to reach 34.1 million in 2026, up 4%; adjustments towards a new balance needed

with a focus on boosting per-trip spending through unique tourism products, MICE, and medical & wellness Thailand's tourism has reached a turning point, making it more challenging for the number of international tourist arrivals to return to pre-COVID levels. If no action is taken, its role as an economic driver may weaken amid intense competition in the international tourism market. The number of international tourist arrivals in Thailand is projected to reach 34.1 million in 2026, an increase

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