Business – “How the Strong Thai Baht Affects 90% of Travelers’ Choices”

The Tourism Council of Thailand (TCT) conducted a “Tourism Business Confidence Index” survey in Q4 2025, surveying 302 foreign tourists in Bangkok and Chonburi. The findings revealed moderate overall safety concerns among tourists; however, specific issues such as scams were identified as significant problems. Additionally, the strength of the Thai baht played a crucial role in influencing the travel decisions of 90% of respondents.

Key insights from the survey highlighted that end-of-year promotions also impacted 78% of travelers. Tourists expressed a strong interest in sustainable management (28%) and local event promotions (26%) as essential areas for development. Awareness of secondary-city tourism was moderate, with 72% familiar with the concept. Of those surveyed, 36% were eager to visit secondary cities, while 51% remained unsure, and only 13% showed no interest.

Tourist satisfaction scores were high in areas such as safety (4.12) and friendliness (4.01), indicating a positive overall experience in Thailand. This data underscores the importance of addressing specific concerns like scams and the influence of currency strength on travel decisions for continued tourism growth.