The Tourism Ministry and TAT are moving from counting arrivals to growing spending per trip, targeting higher-spending, longer-staying visitors. Domestic trips in the first half of 2026 averaged 4,176 baht per person per trip. Foreign arrivals from long-haul markets were down (Russia -1.8%, US -1%, UK -4.8%, Germany -3.8%), while China (+13.8%) and Korea were up. Headwinds named: Middle East conflict (Middle East arrivals -32%), high jet fuel costs, a strong baht making Thailand feel expensive, and price-sensitive travellers booking later. For a small operator, this points to pricing and packaging for quality guests rather than chasing volume, and watching China and Asian markets closely.