PATTAYA, June 11 — Thailand expects Malaysian tourist arrivals to remain resilient despite rising travel costs amid volatility in global energy prices, as many continue to visit the kingdom by road rather than by air.
The Tourism Authority of Thailand's International Marketing (Asia and the South Pacific) deputy governor Pattaraanong Na Chiangmai said rising energy prices had increased airfares and reduced flight frequencies following tensions in West Asia, which disrupted global energy markets.
Nonetheless, the impact on Malaysian travellers has been limited because a significant proportion of them visit Thailand via overland routes.
"There is an impact on prices, especially airfares, and some flight reductions. However, this has not significantly affected Malaysian tourists, many of whom choose to travel overland rather than by air," she told Bernama on the sidelines of Thailand Travel Mart Plus today.
According to Thailand's Tourism and Sports Ministry, Malaysia remains its second-largest source market for international visitors. As of June 8, the kingdom had recorded 1.84 million Malaysian arrivals this year, behind China, which had 2.39 million visitors.
Pattaraanong added that concerns over rising fuel prices were more pronounced at the beginning of the global energy crisis, but Malaysian travel demand remained relatively stable.
"Most Malaysian travellers come to Thailand overland, especially to the southern provinces, so the impact is not as severe as in markets that rely heavily on air travel," she said.
While Malaysian arrivals have remained resilient, Pattaraanong acknowledged that broader economic pressures were affecting travel patterns across the region.
Inflation and higher living costs were affecting tourism markets globally, including Thailand and Malaysia, but regional destinations were benefiting as travellers increasingly opted for short-haul holidays over more expensive long-haul trips.
"People who previously travelled to long-haul destinations are cutting back and choosing destinations closer to home. Thailand continues to be viewed as a value-for-money destination for travellers who still have spending power and wish to take holidays," Pattaraanong said.
Rising living costs had prompted some residents along the Thailand-Malaysia border to cut back on frequent weekend trips to Thailand.
"Instead of travelling twice a month, some are now coming once a month or even once every two months. As a result, overall visitor numbers have been affected slightly," she said.
Thailand is targeting 33 million international arrivals in 2026, up from more than 35 million in 2025.
