US visitors to Thailand likely to increase this year

Thailand expects nearly 1.2 million tourists from the US next year, continuing a record-breaking trend for the market, which has been boosted by more flights including the return of United Airlines to Bangkok after an 11-year absence.

- MOLPASORN SHOOWONG

Thapanee Kiatphaibool, governor of the Tourism Authority of Thailand (TAT), said the US is a high-spending market with strong demand from premium travellers, driven by season 3 of the White Lotus TV series, in which Thailand was the main location.

Last year, Thailand welcomed a record high of 1.03 million American tourists, generating 58.8 billion baht.

The number this year is forecast to grow by 8%, reaching 1.1 million and generating over 62 billion baht.

According to the Tourism Ministry, American tourists had an average length of stay of 12 days, and daily expenditure of 4,726 baht.

Ms Thapanee said the agency remains bullish that Thailand will continue to set a new high for this market in 2026, maintaining a minimum 8% increase year-on-year, or reaching nearly 1.2 million arrivals, thanks to more robust flights.