Chiang Mai tourism operators hope the new government will work on the haze problem to lure back long-stay senior tourists.
Move Forward Party leader Pita Limjaroenrat visited the province last week to meet representatives from the tourism sector.
Tanit Choomsang of the Tourism Council of Chiang Mai said the heavy PM2.5 smog in the early part of the year hit tourism until the Songkran festival in April, making people hesitant to book in advance.
"Instead of staying for a whole year, a number of senior tourists returned to their home country to escape the smog season in Chiang Mai," said Mr Tanit.
"Thailand has lost opportunities because of this ongoing problem."
He said operators reported some Scandinavian long-stay retirees vowed not to visit Chiang Mai anymore, meaning much of the remaining market is just short-stay tour groups.
Chiang Mai has potential as the country's wellness hub, but the seasonal air pollution is a big problem, he said.
Mr Tanit agreed with Mr Pita's plans for solving PM2.5, which included increasing the budget for each community, making Chiang Mai an Asean hub for fighting haze, and enacting a Clean Air Act.
