Thailand Targets UAE and Saudi Arabia Travellers as Middle East Green Season Tourism Demand Rises in 2026

Image Source: The Tourism Authority of Thailand

Thailand is aiming to attract travellers from the UAE and Saudi Arabia as demand for Middle East tourism grows during the 2026 Green Season. Strong trade relationships, wide air connections and rising interest, in wellness trips family vacations, halal-friendly food options and cultural experiences are all helping this effort. Eastern visitors have increased by 11.82 percent compared to the same period last year between July 1 and September 20 2026.

Thailand is widening its tourism push across the Middle East, using direct trade engagement with the UAE and Saudi Arabia to develop new holiday products and capitalise on rising Green Season demand.

The latest initiative brought 40 travel trade representatives from the United Arab Emirates and Saudi Arabia face to face with 80 tourism businesses from Thailand in Bangkok on 1 October.

Organised by the Tourism Authority of Thailand (TAT), Amazing Journeys Through Thailand Trade Connect 2026 was part of a six-day familiarisation and business programme running from 27 September to 2 October. Participants explored tourism products in Pattaya, Hua Hin and Bangkok before discussing opportunities with Thai suppliers.

Thailand Opens New Doors for Gulf Travel Business

The programme went beyond traditional destination promotion by allowing Middle Eastern travel companies to experience products that could eventually become part of holidays sold to their customers.

Thailand showcased wellness retreats, natural experiences, family accommodation, healthy food, halal-friendly dining, cultural attractions and shopping.

Festivals and events were also positioned as tools for creating year-round travel demand and encouraging repeat visits.

The approach reflects Thailand’s “Healing is the New Luxury” direction, which connects tourism with wellness, nature and meaningful destination experiences.

Bangkok Meetings Turn Destination Discovery Into Business

After exploring Thailand, participating travel companies entered direct B2B discussions with local tourism suppliers in Bangkok.

Meetings focused on products, prices, potential packages and future commercial opportunities.

Participants included Middle Eastern businesses already selling Thailand holidays and companies seeking to increase the destination’s presence in their portfolios.

The initiative was organised through the TAT Dubai Office, alongside Air Arabia and the Association of Thai Travel Agents (ATTA), with support from tourism partners in the participating destinations.

Green Season Becomes a Key Middle East Opportunity

Thailand is also looking more closely at the timing of Gulf travel.

Summer holidays in Middle Eastern markets overlap with Thailand’s Green Season, creating an opportunity to attract visitors during a period traditionally associated with lower tourism demand.

Connectivity provides another advantage. Air Arabia operates 21 weekly services between Sharjah and Bangkok and 21 weekly services between Sharjah and Phuket, giving travellers access to two major Thai gateways.

Pattaya and Hua Hin Reveal Different Sides of Thailand

Participants travelled along separate routes between 27 and 29 September.

In Pattaya, the programme combined marine, cultural and leisure experiences. Stops included Nong Nooch Tropical Garden, Ocean Marina Yacht Club Pattaya, Central Pattaya and The Sanctuary of Truth, alongside island-hopping and snorkelling.

The Hua Hin programme offered a different experience, combining seaside resorts with heritage areas, wellness activities and Vana Nava Waterpark.

These contrasting itineraries demonstrated how Thailand can be packaged for families, wellness travellers, beach visitors and travellers seeking cultural experiences.

Bangkok Adds Wellness, Shopping and Halal Gastronomy

Attention shifted to the capital on 30 September for Bangkok Product Discovery Day.

The programme covered riverfront accommodation, VIP hospitality services, spas and wellness clinics. Participants also explored Charoen Krung and Talat Noi, where heritage, local design and creative culture provide alternatives to Bangkok’s conventional visitor attractions.

Halal-friendly gastronomy, Thai crafts and major shopping destinations were incorporated into the programme.

A Chao Phraya River dinner cruise completed the day’s activities.

Middle East Tourism Demand Shows a Stronger Turn

The timing of the initiative comes as Thailand records improving Middle Eastern visitor numbers during its Green Season.

From 1 January to 20 September 2026, Thailand welcomed 531,743 visitors from the Middle East, a decline of 11.53% year on year.

The shorter-term trend, however, moved in the opposite direction.

Between 1 July and 20 September, Middle Eastern arrivals reached 321,304, increasing 11.82% compared with the corresponding period of 2025.

That rebound provides an important signal for Thailand’s tourism industry. By combining direct trade partnerships with strong air connectivity and products built around wellness, families, halal dining, shopping, culture and coastal experiences, Thailand is creating more ways to attract travellers from the UAE, Saudi Arabia and the wider Middle East, particularly during the Green Season.