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Story summary
- The Thai baht has appreciated about 9% in 2025 and continues to rise in 2026, a trend that could reduce tourism revenue by 15-17%.
- The Thai Hotels Association anticipates a 5-10% drop in bookings during the Songkran holiday due to rising travel costs.
- Thailand remains attractive to high-spending tourists.
- Experts suggest focusing on premium tourism segments, such as wellness and business events, to enhance competitiveness.
