Thailand and Japan target key Asian markets to boost tourism

Tourism authorities in Thailand and Japan are targeting specific growth markets to bolster their respective travel sectors.

The Tourism Authority of Thailand (TAT) has set a goal to attract 1.05 million Japanese visitors by 2026. Despite challenges such as the weak yen and rising fuel surcharges, TAT aims to capture high-value travelers by focusing on wellness, culture, and sustainable tourism. The agency plans to expand seat capacity through airline partnerships and promote regional destinations to increase tourism revenue, which is projected to reach between 42 billion and 44 billion baht from Japanese tourists this year.

In Japan, the Indian tourism market is seeing rapid expansion. According to the Japan National Tourism Organization (JNTO), the number of Indian visitors reached approximately 315,000 in 2025, an 80% increase compared to 2019. Indian travelers are spending more than the market average, driven by interest in Japanese culture and the influence of Bollywood. The Japanese government is actively promoting ‘location tourism’ by supporting film productions in Japan, such as the movie ‘Ek Din’, which was filmed in Hokkaido to attract fans of Indian cinema.