Charm alone is not enough

Thailand's tourism industry, long regarded as one of the kingdom's economic crown jewels, is showing signs of severe fatigue.

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The recent drop in international tourist arrivals — especially during peak periods like Songkran — should not be seen as a seasonal dip, but a red flag for policymakers, tourism authorities and sector stakeholders.

Feedback from tourists — widely shared after a Bangkok Post Learning discussion went viral — suggests Thailand may no longer offer the value-for-money reputation it once enjoyed. Thailand's rich cultural heritage, world-class cuisine and natural beauty can no longer guarantee our visitors enchanting experiences.

Their frustrations are valid. Many tourists are discouraged by inflated or dual-pricing, outdated visa procedures and the unchecked proliferation of cannabis use in public spaces.

Foreign travellers are reported to be paying two to three times more for accommodation than they were just five years ago.