The Bangtao Effect: Phuket’s New International Coastal Hub
Eastern Thailand Hotel & Tourism Market Outlook 2025/2026
January 2026
Category: Hotels | Tourism
Overview
Eastern Thailand plays a significant role in Thailand’s tourism economy. The region benefits from its coastal and island destinations, close proximity to Bangkok, surrounding industrial zones, and its position as a key domestic and cross-border travel corridor. The region covered in this report includes Chanthaburi, Chachoengsao, Chonburi, Trat, Nakhon Nayok, Prachinburi, Rayong, and Sa Kaeo.
VISITOR ARRIVALS VOLUME IN EASTERN THAILAND
From January to November 2025, the region welcomed 47.7 million visitors, representing 14.8% of Thailand’s total 323 million arrivals (international and domestic combined). These visits generated approximately THB374 billion in tourism revenue, or around 14.5% of national tourism receipts.
Domestic tourism provided the main support throughout the year. Domestic arrivals rose 5.5% year-on-year to 36.9 million, driven by short-haul leisure trips and seasonal travel patterns. In contrast, international arrivals declined 11.2% year-on-year to 10.8 million, outpacing the national decline of 5.9%, reflecting softer external economic conditions in the second half of the year.
Despite steady domestic volumes, overall tourism revenue in Eastern Thailand decreased by 2.3% year-on-year, from THB391 billion in 2024 to THB374 billion in 2025. This was largely due to the lower average spending of domestic travelers (THB7,845 per person) compared with international visitors (THB18,675 per person).
Looking ahead, the regional tourism market is expected to gradually strengthen in 2026 as international travel confidence improves. Domestic and short-haul independent travel, particularly the “drive-in” segment, continues to demonstrate resilience and is supporting economic activity across the region. Additional growth momentum is anticipated from visa-free travel arrangements, airport expansion, smart-tourism initiatives, and the continued shift toward experience-led travel, collectively positioning Eastern Thailand for steady, broad-based recovery and expansion.
