The Tourism Authority of Thailand (TAT) has announced events to increase spending during the year-end and the first quarter next year, starting with “Amazing Thailand” Ambassador Lisa and a UFO festival, in a bid to increase international arrivals by at least 10% in 2026.

“In 2026, Thailand must win back tourists by rebuilding trust via safety measures and memorable experiences,” said TAT governor Thapanee Kiatphaibool.

She said the agency and partner organisations have begun a project called “Hat Yai Rise Up” to revitalise the area in southern Thailand inundated by severe flooding a month ago. This week, caravan tours from Singapore and Malaysia are scheduled to visit Hat Yai for the first time since the incident.

During the New Year holiday, countdown events are planned in nine areas in the South, including the “Amazing Thailand Su-Ngai Kolok Countdown 2026” in Narathiwat and “Hat Yai Light Up Countdown”.

The agency is also supporting countdown events nationwide, including in Bangkok, Hua Hin, Roi Et, Nakhon Si Thammarat and Kamphaeng Phet.

The Amazing Thailand Ambassador campaign featuring Thai pop superstar Lalisa “Lisa” Manobal is slated to launch on Jan 29, with nearly 100 influencers and overseas opinion leaders attending.

The main international marketing theme in 2026 is “Healing is the New Luxury”, and the agency will expand measures by revitalising the nightlife economy and walking streets, as well through halal tourism, said Ms Thapanee.

The UFO festival scheduled for Khun Dan Prakarnchon Dam in Nakhon Nayok province in February is expected to draw alien enthusiasts from both Thailand and overseas. Khao Kala in Nakhon Nayok — dubbed the “Area 51 of Asia” — has long been a favourite of UFO buffs and was the site of a UFO-themed music festival last year.

Ms Thapanee said the TAT decided on 36.7 million foreign arrivals as a baseline for 2026, of which 70% or 25.6 million are expected from short-haul markets, and 30% or 11.1 million from long-haul markets.

If the target of 36.7 million is met, it would represent an increase of 11% over this year’s estimated total of 33 million, which was far below forecasts as Chinese arrivals have plunged.

Total revenue next year is forecast at 2.78 trillion baht, a 7% increase from an estimated 2.6 trillion baht in 2025.

Thienprasit Chaiyapatranun, president of the Thai Hotels Association, said hotels, particularly in Bangkok, are expecting strong bookings of 80% occupancy during the year-end period.

However, the average room rate remains unchanged or is lower than last year, attributed to high competition amid declining tourism, a sluggish economy, and the border conflict with Cambodia.

https://www.bangkokpost.com/business/general/3163190/tat-ramps-up-tourist-events.