Thailand ‘Not Too Expensive’ for Korean travelers, TAT insists

2026-02-12 - 10:46

Korea JoongAng Daily reported that the Tourism Authority of Thailand (TAT) has dismissed concerns that Thailand is becoming too expensive for South Korean travelers, saying domestic prices remain stable despite complaints about rising costs. At a media briefing in Seoul, TAT officials said they are monitoring sentiment in the Korean market, which sent about 1.55 million visitors to Thailand in 2025, making it the country’s fifth-largest source market globally. According to Korea JoongAng Daily, TAT executives attributed perceptions of higher prices largely to exchange rate movements rather than inflation in Thailand. Officials cited recent data showing Thailand’s consumer price index declined year-on-year in January. The agency is promoting a new slogan, “Healing is the New Luxury,” aimed at repositioning Thailand as a destination focused on rest, wellness and experiential travel. Korea JoongAng Daily reported that TAT is also highlighting safety standards through its “Trusted Thailand” certification program and targeting niche segments including independent travelers, sports training groups and older golf tourists from South Korea.