Thailand has decided to pause the rollout of a controversial 300-baht (approximately S$11) entry fee for foreign tourists, amid concerns it could negatively affect already softening arrival numbers. The move comes as the kingdom pushes hard to revitalise its tourism sector and hit its ambitious goals for 2025 and beyond.
Tourism and Sports Minister Surawong Thienthong confirmed that although the legal and technical systems to implement the fee are ready, the government is postponing the launch. The delay stems from fears the fee might be blamed if tourist numbers do not rise as expected.
“We don’t want it to be seen as the reason for stagnant growth,” Surawong explained. “Let the arrival numbers climb first, then we can look at collection.”
The plan was to integrate the tourist fee into Thailand’s online immigration system, with charges applicable to all foreign arrivals by land, sea, or air. For land and sea travellers, the 300-baht payment would have acted as a multiple-entry pass valid for 30 days — a strategic nod to the border-hopping habits of regional visitors, including many Malaysians.
Thailand Still Eyeing Trillion-Baht Tourism Target
Despite the postponement, the Thai government remains committed to its 2025 goal of welcoming 38 million tourists and generating 3 trillion baht in tourism revenue. Officials are setting their sights even higher for 2026, hoping to catapult Thailand into the top 10 countries globally for tourism income.
However, ongoing economic uncertainty and competition from neighbouring countries continue to pose challenges. The hesitation to introduce new travel costs reflects the balancing act between securing more revenue and maintaining tourist appeal — especially as the global travel sector recovers from COVID-19 disruptions.
Minister Surawong noted that while foreign ambassadors have indicated the fee likely wouldn’t deter tourists, there’s domestic concern the policy could be weaponised politically if targets aren’t met.
Festivals, Global Superstars to Boost Soft Power in 2026
In place of new fees, Thailand is doubling down on soft power to drive tourist interest. The Tourism Authority of Thailand (TAT) is set to unveil a new Global Brand Ambassador in August 2025, teasing a “world-class superstar that everyone knows and loves”. The announcement is part of a broader strategy to revitalise the country’s international image and appeal.
Also on the horizon is a line-up of major global music festivals and celebrity appearances, including the Asia debut of Tomorrowland Thailand in 2026. Other prominent festivals such as Creamfields, EDC, and Rolling Loud are also planned, alongside concerts from international megastars like BLACKPINK and Mariah Carey.
This entertainment-centric strategy is aimed at attracting a younger, experience-driven demographic and increasing Thailand’s share of high-spending travellers — a key metric for boosting advertising and hospitality revenue.
Singapore Travellers Still in the Picture
For Singaporeans, Thailand remains a favoured short-haul holiday destination. The temporary freeze on the entry fee could offer reassurance to cost-conscious travellers, particularly during peak travel periods like year-end school holidays and Chinese New Year.
With major events planned and incentives to lure repeat visitors, Thailand’s current strategy appears to be one of patience — to first stimulate demand before monetising it further. How successful this approach will be remains to be seen, but in a crowded and competitive region, the kingdom is making it clear it won’t risk pushing tourists away in the name of short-term gains.