Italy Overtakes Spain and Other European Nations in Hammering Thailand Tourism With Strongest Drop in Tourist Arrivals for Eight Consecutive Months in 2026

Italy has emerged as the biggest declining European source market for Thailand tourism in 2026, overtaking Spain and other European nations as arrivals weakened sharply for eight consecutive months amid rising travel costs, cautious consumer spending and shifting long-haul travel preferences. Italian tourist arrivals to Thailand dropped 9.1% year on year in YTD May 2026, marking one of the strongest declines among European markets, while Spain recorded an even sharper percentage fall of 12.5% but from a much smaller visitor base. The continued slowdown across key European nations is putting pressure on Thailand tourism, with major markets including Italy, Germany, the United Kingdom, Russia and France losing momentum despite maintaining significant visitor volumes.

Italy: Steep Fall Weakens a Valuable European Leisure Market

Italian arrivals reached 120,971 in YTD May 2026, but the market contracted 9.1% year on year, making Italy one of Thailand’s steepest-declining European sources in the supplied data. Higher long-haul travel costs, cautious household spending and competition from Mediterranean and other Asian destinations could continue influencing travel choices. At the January-May pace, Thailand could receive around 194,000 Italian tourists by YTD August, with the decline potentially remaining near ~9%. Continued weakness would affect destinations that benefit from longer-staying European leisure travellers.

Spain: Sharp Decline Puts Spanish Demand Under Pressure

Spain delivered 59,496 tourists to Thailand in YTD May 2026, representing a 0.4% share, but arrivals fell a sharp 12.5% year on year. Long-haul travel costs, changing holiday budgets, global economic uncertainty and competition from closer destinations may be weighing on Spanish demand. If this weakness broadly continues through the summer, Thailand could see around 95,000 Spanish arrivals by YTD August 2026, with the decline remaining near ~12%. Such weakness would reduce Spanish demand for Bangkok, Phuket and Thailand’s major leisure destinations.

Israel: 6.1% Fall Reflects a Challenging Travel Environment

Thailand received 150,529 Israeli visitors in YTD May 2026, equivalent to a substantial 1.1% share, but the market declined 6.1% year on year. Geopolitical uncertainty in the Middle East, changes to airline schedules, longer flight routings and traveller confidence can all influence outbound travel from Israel. If current momentum persists, arrivals could reach around 241,000 by YTD August 2026, while remaining approximately ~6% below the previous year’s comparable level. The decline matters because Israel remains a significant long-haul market for Thailand.

Portugal: 5.6% Retreat Adds to Thailand’s European Challenge

Portugal supplied 23,433 visitors to Thailand in YTD May, accounting for 0.2% of total arrivals, while traffic declined 5.6% year on year. Portugal is a relatively small source market, yet its contraction adds to the weakness visible across several Western European countries. Expensive long-distance journeys, tighter travel budgets and competition from destinations closer to Europe may be contributing factors. If the trend holds, Portuguese arrivals could reach around 37,000 by YTD August, with the decline staying close to ~6%, limiting the market’s contribution to Thailand’s European growth.

Austria: Moderate Decline Signals Softer Long-Haul Demand

Austria generated 54,723 arrivals in YTD May 2026, representing 0.4% of Thailand’s international arrivals, but visitor numbers were 3.2% lower year on year. The decline is moderate, although it points towards softer demand from another established European market. Long-haul airfares, holiday costs and cautious discretionary spending can influence decisions on trips to Southeast Asia. At the existing pace, Austria could contribute around 88,000 visitors by YTD August, with arrivals potentially remaining around ~3% lower year on year, keeping pressure on Thailand’s European recovery.

Germany: Major European Market Slips Despite Huge Visitor Volume

Germany is particularly important because 449,076 German tourists visited Thailand in YTD May, giving the country a 3.2% share, yet arrivals declined 2.9% year on year. Even a modest percentage fall matters when it affects such a large source market. Cost-conscious consumers, expensive long-haul journeys and strong competition for German holiday spending could be contributing to softer demand. If the current trajectory persists, Thailand could record around 719,000 German arrivals by YTD August, accompanied by a decline of roughly ~3%, creating a noticeable volume gap.

United Kingdom: Nearly Half a Million Visitors but Momentum Weakens

The United Kingdom remained one of Thailand’s biggest European source markets with 497,589 arrivals in YTD May 2026, representing 3.5% of international visitors, but arrivals dropped 2.8% year on year. Thailand remains highly popular among British travellers, although household costs, airfares and intense competition from other long-haul destinations can influence demand. Extending the current pace suggests around 796,000 British arrivals by YTD August, with the market potentially remaining approximately ~3% lower year on year. That would leave Thailand with strong UK volumes but weaker comparative growth.

Belgium: Falling Arrivals Add Another European Market to the Decline

Belgium contributed 50,040 tourists in YTD May 2026, equal to 0.4% of Thailand’s international arrivals, but numbers declined 2.3% year on year. Although the percentage decrease is relatively modest, Belgium joins several Western European markets showing weaker momentum towards Thailand. Long-distance air costs, consumer caution and alternative holiday choices could all influence demand. If the May trajectory continues, Belgian arrivals could reach around 80,000 by YTD August 2026, while remaining roughly ~2% below the comparable 2025 level, keeping this smaller European source market subdued.

Netherlands: Dutch Market Slips Despite a Solid Visitor Base

The Netherlands sent 113,878 visitors to Thailand in YTD May, accounting for 0.8% of total arrivals, but the market recorded a 1.8% year-on-year decline. This represents weakening rather than a severe contraction, yet it matters because Dutch travellers form part of Thailand’s valuable long-haul European market. Airfare pressures, travel costs and changing destination preferences could keep growth restrained. At the existing pace, Thailand could receive around 182,000 Dutch visitors by YTD August, with the decline hovering near ~2%, unless summer demand improves sufficiently to reverse the trend.

Russia: Thailand’s European Powerhouse Loses Some Momentum

Russia dominates the European markets in the supplied data, delivering 946,732 visitors in YTD May 2026, equivalent to an enormous 6.7% share, but arrivals were 1.5% lower year on year. The percentage decline appears small, yet Russia’s huge visitor base means even minor contractions can translate into substantial lost volume. Aviation conditions, travel costs and changing outbound demand could influence the market. At the current pace, Thailand could approach 1.51 million Russian arrivals by YTD August, while remaining around ~2% lower year on year, making the trend commercially significant.

France: Huge Visitor Numbers Mask a Gradual Decline

France generated 417,343 arrivals during YTD May 2026, representing 3.0% of Thailand’s international visitors, but numbers slipped 0.9% year on year. The decline is marginal, yet France’s scale means even a small reduction can affect hotels, airlines, restaurants and tourism businesses serving European visitors. Higher travel costs and competition among international destinations could restrain stronger growth. Continuing the current pace would put France at around 668,000 arrivals by YTD August, with the year-on-year decline hovering near ~1%, leaving the market close to stabilisation but still negative.

Ireland: Marginal Fall Leaves the Market Close to Recovery

Ireland recorded 35,137 arrivals in YTD May 2026, representing 0.3% of Thailand’s international arrivals, with traffic falling only 0.4% year on year. Among these declining European markets, Ireland is therefore closest to returning to positive territory. Long-haul fares, household travel budgets and competition from alternative destinations may still restrict faster expansion. If the January-May pace continues, Thailand could welcome around 56,000 Irish visitors by YTD August, with the decline remaining marginal at roughly ~0.5%. Even modest demand improvement could potentially push Ireland back into growth.

Declining European Markets Put Pressure on Thailand’s 2026 Tourism Recovery

According to TripDataset.com’s latest available release, based on official Thailand international visitor arrival data, several important European source markets recorded year-on-year declines in YTD May 2026, adding pressure to Thailand’s international tourism performance. Spain recorded the steepest decline among these markets at 12.5%, followed by Italy at 9.1%, Israel at 6.1% and Portugal at 5.6%, while major high-volume markets such as Germany, the United Kingdom, Russia and France also remained below their comparable 2025 levels. Russia still dominated with 946,732 arrivals, followed by the United Kingdom with 497,589, Germany with 449,076 and France with 417,343. By the available data, we can predict that if the January-May pace and year-on-year trend broadly continue, Russia could reach around 1.52 million arrivals by YTD August with an approximately 1.5% decline, while the UK could reach 796,000 with a ~2.8% decline, Germany 719,000 with a ~2.9% decline, and France 668,000 with a ~0.9% decline. These projections indicate that Thailand could continue receiving substantial European visitor volumes through August while still experiencing weaker demand from several established source markets.

Thailand Tourist Arrivals from Declining European Markets

Italy has overtaken Spain and other European nations in weakening Thailand tourism, recording one of the strongest drops in tourist arrivals in 2026 as rising travel costs, cautious spending and softer long-haul demand drive an eight-month decline across key European markets.

In conclusion, Italy has overtaken Spain and other European nations as one of the most pressured markets for Thailand tourism in 2026, with tourist arrivals recording a significant drop amid rising travel expenses, cautious European consumer spending and changing long-haul travel behaviour. Although Spain posted a sharper percentage decline, Italy’s larger visitor base makes its slowdown highly influential for Thailand’s recovery. The continued weakness across European source markets for eight consecutive months highlights the need for Thailand to strengthen air connectivity, targeted promotions and value-driven travel experiences to rebuild demand from these important international markets.