Thailand Addresses Concerns Over Rising Costs for South Korean Tourists

The Tourism Authority of Thailand (TAT) has actively sought to alleviate concerns regarding perceptions that Thailand is becoming too expensive for South Korean travelers. TAT officials assert that the stability of domestic prices, rather than inflation, is the primary factor influencing these perceptions. Sirigesanong Trirattanasongpol, TAT's executive director for the East Asia market, emphasized that the real issue for travelers is the volatility of exchange rates, which can affect the perceived affordability of travel to Thailand.

South China Morning Post

Thailand's inflation rate has remained low, with recent data indicating a negative headline inflation for ten consecutive months, largely attributed to decreasing energy prices. This economic backdrop suggests that the internal cost of living in Thailand has not surged, countering claims that rising prices are deterring South Korean tourists. In 2025, Thailand welcomed approximately 32.9 million foreign visitors, including 1.55 million from South Korea, making it a significant market for Thai tourism.

South China Morning PostThailand ‘Not Too Expensive’ for Korean travelers, TAT insists

In response to these concerns, TAT is promoting a new slogan, “Healing is the New Luxury,” which aims to reposition Thailand as a destination focused on wellness and experiential travel. This initiative is part of a broader strategy to attract niche segments, including independent travelers, sports training groups, and older golf tourists from South Korea. Additionally, TAT is enhancing safety perceptions through its “Trusted Thailand” certification program, which aims to reassure potential visitors about the safety standards in place.

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

Despite TAT's reassurances, some South Korean travelers continue to express concerns about rising costs. The perception of increased expenses may stem from personal experiences and anecdotal evidence, which contrasts with TAT's data-driven approach. Critics argue that while official statistics may reflect stability, individual experiences can vary significantly, leading to dissatisfaction among travelers.

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

TAT officials have reiterated their commitment to monitoring market sentiment and addressing the concerns of South Korean tourists. They maintain that the current economic indicators do not support claims of excessive costs, attributing the negative perceptions primarily to fluctuations in currency exchange rates rather than domestic inflation.

South China Morning Post

• “Our inflation rate is not that high. In fact, Thailand’s internal prices haven’t surged,” — Sirigesanong Trirattanasongpol, Executive Director, TAT

South China Morning Post

• “The cost of living in Thailand remains stable. The only real problem for travellers might be the exchange rate,” — Sirigesanong Trirattanasongpol, Executive Director, TAT

South China Morning Post

As Thailand continues to promote its tourism sector, TAT plans to enhance its marketing efforts targeting South Korean travelers, focusing on wellness and safety. The agency's ongoing monitoring of market sentiment will be crucial in adapting strategies to ensure that Thailand remains an attractive destination for South Korean tourists.

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