Since 28 February 2026, Middle East tensions pushed up energy, air freight and flight costs, and foreign arrivals to Thailand slowed sharply. Burger King says its tourist-heavy branches in Phuket, Krabi and Samui (about 80% foreign customers) took the hit, so it moved focus to Bangkok and vicinity branches (about 80% Thai customers) from March. Year-to-date sales are up 2-3%. For a Thai SME, the lesson is to check how much revenue depends on tourists and to plan a domestic-customer fallback before a shock hits. The executive also said government support has not targeted the right problems and asked for faster control of energy and imported raw material costs.