Thailand’s luxury hotels are offering discounts of up to 70 percent as they attempt to attract local residents amid a decline in international tourism, Finansavisen reported on Monday, March 23, 2026.
The move reflects a strategic shift by hospitality businesses to offset the impact of reduced travel from overseas, a key revenue stream for the Thai tourism industry. The reliance on international visitors has made the sector particularly vulnerable to global events impacting travel and this latest initiative demonstrates a proactive response to changing market conditions.
According to the report, hotels are hoping to entice domestic travelers with substantial price reductions. This strategy is becoming increasingly common as destinations worldwide grapple with the ongoing effects of travel restrictions and economic uncertainty.
Elsewhere in Southeast Asia, hotel expansion continues. H World is expanding its JI Hotel brand into Malaysia and Cambodia, as announced on September 20, 2025. The company is developing the JI Hotel Downtown Kuala Lumpur in partnership with Saadiq Tri.
Meanwhile, Chiang Mai is gaining popularity as a travel destination in Thailand, Finansavisen noted on December 31, 2025. The city offers a cooler climate, a more relaxed pace of life, and a growing number of boutique hotels, along with UNESCO-listed cultural heritage sites.
