# Thailand Tourism: Strong Thai Baht Influences 90% of Travelers’ Decisions

- Link: https://www.thailand-business-news.com/tourism/283025-thailand-tourism-strong-thai-baht-influences-90-of-travelers-decisions
- Published: 2026-02-05T10:41:50+07:00
- Author: Chloe Zhou

**The Tourism Council of Thailand (TCT) conducted a “Tourism Business Confidence
Index” survey in Q4 2025, involving 302 foreign tourists in Bangkok and Chonburi.
The survey revealed that while overall safety concerns were moderate, specific issues
like scams were highly problematic, and the strength of the Thai baht significantly
influenced 90% of visitors’ travel decisions.**

---

## Key Points

 * The strength of the baht significantly influences 90% of travel decisions, while
   end-of-year promotions impact 78%. Key development priorities include sustainable
   management (28%) and promoting local events (26%).
 * Awareness about secondary-city tourism is moderate with 72% familiar, but interest
   varies: 36% want to visit, 51% are unsure, and 13% lack interest. Nearly half
   have visited, while 49% express interest in visiting.
 * Tourists rated satisfaction highly in safety (4.12) and friendliness (4.01). 
   Average spend per person in Q4 2025 was 51,286 baht for a 10.66-night stay, with
   European tourists spending the most (76,624 baht).

**Key Visitor Concerns and Safety:** Foreign tourists generally expressed moderate
concern about travel safety, with average scores ranging from 2.96 to 3.34. However,
certain areas generated higher anxiety:

ADVERTISEMENT

 * **Top 5 Concerns:**
    - Tourist-targeted scams/fraud (e.g., taxi, tour company scams) – highest concern(
      score 3.44).
    - Communication barriers with locals or emergency services (score 3.37).
    - Quality of emergency medical services (score 3.31).
    - Being exploited or asked for bribes by officials (score 3.31).
    - Pollution (e.g., PM2.5 or haze) (score 3.21).

**Bangkok Travel and Public Transport:** Tourists expressed strong agreement that
electric rail fares in Bangkok are too expensive (score 3.70). The main issues were
repeated entry fees when switching lines (68%) and high single-trip fares for short
distances (21%). A significant majority (over 71%) indicated they would purchase
a reasonably priced Tourist Pass offering unlimited rides.

 * **Desired Improvements for the Rail System:**
    - English signage and information.
    - Better value for money and fare levels.
    - Improved connections and transfer links to other transport systems.

### **Awareness and Interest in Secondary City Tourism**

A survey on **secondary-city tourism** revealed that the majority of respondents(
72%) have a moderate awareness of this travel niche. Although **36% expressed a 
desire to visit** secondary cities, **51% remained uncertain**, indicating a need
for increased outreach. Among the respondents, half had previously visited these
cities, while another half expressed interest in doing so, illustrating a significant
opportunity for tourism in these areas. Despite low levels of disinterest (only 
2%), it’s clear that a large portion of potential visitors is still weighing their
options.

---

### **Visitor Experiences and Spending Patterns**

Tourists reported high satisfaction in their experiences in secondary cities, with**
a feeling of safety scoring the highest** at 4.12 out of 5. Factors like friendliness
towards foreigners and overall accommodation quality also received favorable ratings.

### Related**Posts**

###  󠀁[Thailand’s new entry fee and departure tax could raise travel costs for foreign tourists by nearly $80](https://www.thailand-business-news.com/tourism/333476-thailands-new-entry-fee-and-departure-tax-could-raise-travel-costs-for-foreign-tourists-by-nearly-80)󠁿

###  󠀁[Phuket named top wellness destination by Canadian travellers](https://www.thailand-business-news.com/press-release/331672-phuket-named-top-wellness-destination-by-canadian-travellers)󠁿

###  󠀁[TAT highlights Thailand’s film production talents and tourism charm at TIFF 2026](https://www.thailand-business-news.com/tourism/329371-tat-highlights-thailands-film-production-talents-and-tourism-charm-at-tiff-2026)󠁿

###  󠀁[Weather and travel updates for Bangkok and its nearby regions](https://www.thailand-business-news.com/tourism/331213-weather-and-travel-updates-for-bangkok-and-its-nearby-regions)󠁿

The average spending per trip in Q4 2025 peaked at **51,286 baht** with European
tourists reporting the highest expenditure. **Independent travelers** tended to 
spend more and stay longer than those opting for tour packages. Currency fluctuations
and tourism promotions significantly influenced travel decisions for many respondents,
highlighting the importance of cost-effectiveness in their choices.

### **Development Priorities and Influencing Factors**

Respondents prioritized **sustainable environmental management** (28%) as the most
critical factor for future development in secondary cities, followed closely by 
promoting local activities and improving transport services. Tourism promotions 
like the **Amazing Thailand Countdown** were credited with influencing travel decisions
for 78% of participants. This underscores the importance of timely events in driving
tourism momentum. The findings indicate that while there’s significant potential
in secondary city tourism, effective marketing and supportive infrastructure will
be essential for attracting and retaining visitors.