Thailand expects nearly 1.2 million tourists from the US next year, continuing a record-breaking trend for the market, which has been boosted by more flights including the return of United Airlines to Bangkok after an 11-year absence.
Thapanee Kiatphaibool, governor of the Tourism Authority of Thailand (TAT), said the US is a high-spending market with strong demand from premium travellers, driven by season 3 of the White Lotus TV series, in which Thailand was the main location.
Last year, Thailand welcomed a record high of 1.03 million American tourists, generating 58.8 billion baht.
The number this year is forecast to grow by 8%, reaching 1.1 million and generating over 62 billion baht.
According to the Tourism Ministry, American tourists had an average length of stay of 12 days, and daily expenditure of 4,726 baht.
Ms Thapanee said the agency remains bullish that Thailand will continue to set a new high for this market in 2026, maintaining a minimum 8% increase year-on-year, or reaching nearly 1.2 million arrivals, thanks to more robust flights.
Among the new routes being operated during this high season is United Airlines’ UA820 service connecting Bangkok with Los Angeles via Hong Kong using 257-seat Boeing 787-9s.
This route represents an extension of its earlier operation running between Los Angeles and Hong Kong. It now operates a daily flight to Bangkok, and another daily flight to Ho Chi Minh City, which commenced on Oct 26.
The flight to Bangkok marked the carrier’s return following an absence of 11 years, after the airline terminated its Narita-Bangkok route in 2014.
Marcel Fuchs, managing director of sales at United Airlines, said the airline is confident in US outbound travel to Asia-Pacific, as it will soon offer services to over 32 cities in the region, more than any other US carrier.
Mr Fuchs said Bangkok attracts strong forward bookings during the upcoming months, thanks to festive holidays such as Christmas and New Year.
He said this route includes mixed markets, including those visiting family and friends in Thailand, leisure travellers, and business trips.
Roughly 70% are expected to be passengers from the US, while 30% will join the flight in Hong Kong.
Mr Fuchs said premium seats such as business and premium economy classes attract strong demand for 18-19-hour long-haul flights.
Travellers from San Francisco can also visit Thailand via connecting flights in Hong Kong, as the airline operates a double daily between Hong Kong and San Francisco.
Its Los Angeles and San Francisco hubs offer connections via more than 75 nonstop flights.
Other new routes in the region include nonstop flights to Adelaide, Australia, while a second daily flight between San Francisco and Manila has also been added.
At present, United Airlines is the largest airline in the world in terms of available seat miles.
Ms Thapanee added that Alaska Airlines is also considering opening new routes from the US to Thailand, in addition to several other connecting flights via North Asia, such as EVA Air, which recently added flights to Dallas, Texas.
Among the latest long-haul connections this winter, Norse Atlantic has introduced five routes from the UK, Sweden and Norway to Thailand.