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Hilton plans 12 Thailand properties
Bangkok Post
|December 23, 2025
Despite headwinds and rising competition leading to a 7% arrivals contraction, global hospitality operator Hilton still perceives Thai tourism as bullish in the long run, with 12 of 66 properties in its Southeast Asia pipeline planned for Thailand.
Alexandra Murray, vice-president and regional head of Southeast Asia at Hilton, said the Thai government is working to promote tourism through visa incentives, festivals and infrastructure.
The country's focus on the health and wellness sector also aligns with the popularity of wellness tourism, which is forecast to reach US$910 billion by 2030.
Foreign airlines are expanding direct flights to the country, including from the US, Europe, Middle East and Japan, said Ms Murray.
As a result, the company continues to see strong interest from hotel investors and owners who recognise the country's appeal. Hilton operates 32 hotels in Thailand, with a dozen more in the pipeline.
This story is from the December 23, 2025 edition of Bangkok Post.
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