The Tourism Authority of Thailand (TAT) has announced its strategic initiative known as 'Airline Focus' to attract approximately 11.6 million long-haul tourists by 2026. This approach includes actively promoting new direct flight routes from major European and international cities, with recent additions such as United Airlines from Los Angeles, Norse Atlantic from Manchester, Air France from Paris, and Arkia from Tel Aviv.
Data indicates a successful increase in flight capacity from Europe this year, exceeding 2019 pre-pandemic numbers by over 16%, which underscores the viability of the strategy. TAT plans to continue expanding the network by negotiating with emerging markets, including Poland, to bolster Thailand's accessibility for European travelers.
European tourist arrivals, as of late 2025, have already risen by nearly 13%, with projections indicating a full recovery to pre-COVID levels. The focus remains on quality over quantity, emphasizing higher spending and longer stays, particularly in luxury and wellness segments, in major destinations like Bangkok, Phuket, and emerging secondary cities.
"Improving access to Thailand remains our top priority," said Suladda Sarutilavan, Director of the Europe Region at TAT. "Our airline partnerships and route expansions are key to attracting more high-value tourists from Europe and beyond."
Looking ahead, TAT aims to leverage ongoing collaborations with airlines such as Norse Atlantic, Air France, and others to develop new routes from Stockholm, Oslo, and broader European markets. The overall outlook for long-haul tourism from Europe remains optimistic, with continuous efforts to enhance Thailand's global connectivity.
