Thailand’s hotel sector is experiencing pricing pressure this year after four consecutive years of rate increases that have nearly doubled average room rates since 2021, as tourist numbers from China and other major Asian markets have dropped significantly.
In its latest Industry Spotlight report, Tris Rating projects total foreign tourist arrivals of 33.1 million this year, a decrease of 5.6% from 35.5 million in 2024. The forecast reflects a slowdown from several traditionally strong Asian markets including China, Malaysia and South Korea, which typically represent Thailand’s tourist base.
