Italians and Spanish record sharp declines

Tourists are pictured at the arrivals hall at Suvarnabhumi airport. File photo: Somchai Poomlard Italian and Spanish tourist arrivals registered the biggest dips among European markets in the first six months of the year, with Italians posting lower spending than European peers due to a sluggish economy, according to the Tourism Authority of Thailand (TAT).Last week, a group of Italian students faced backlash for causing disturbances and insulting a Thai passenger on a train. They later apologised after complaints were filed. Prakaipruek Damrongvadha, director of the TAT's Rome office, said southern Europe recorded arrivals growth of 22% year-on-year in 2025, reaching 1.1 million arrivals and generating 71 billion baht in revenue, with growth continuing in the first quarter of this year. However, these markets declined in the second quarter following the Gulf crisis, as most travellers relied on Middle Eastern carriers, including 60% of Italian tourists, 80% of Spanish tourists and 90% of Portuguese tourists. As of July 15, the agency reported Spain, Italy and Portugal had the biggest downturns among all European markets, falling 15.1% to 80,089 arrivals, 10.5% to 135,572 arrivals and 7.75% to 27,098 arrivals, respectively. Many tourists from Italy and Spain are visiting Thailand now during the school break in July and August, helping fill low-season vacancies at hotels. While Middle Eastern carriers have started restoring flight capacity between Thailand and Europe, tourists remain cautious about making new bookings and require flexible conditions from operators, said Ms Prakaipruek. Other challenges include high airfares and the cost of living, as tourists from this region tend to be more price-sensitive than other Europeans, particularly the Italian market, she noted. Italy is projected to post GDP growth of only 0.5-0.8% and inflation of 2.5-2.6% this year, while its energy prices have risen significantly the past five years, with household costs increasing by roughly 60%. As a result, the TAT is focusing on high-spending segments that are less price-conscious, such as affluent retirees, luxury travellers and wellness tourists, said Ms Prakaipruek. "Thailand has a strong brand image among southern European tourists. Once the geopolitical situation returns to normal, more tourists will return to Thailand," she said. Roughly 25 million Italians, or 40% of the population, hold passports. Last year, they made more than 68 million outbound trips, including 17 million long-haul journeys. Their average spending was 53,600 baht per trip, with an average stay of 12 nights, lower than Spanish tourists, who spend an average of 62,132 baht per trip, noted TAT. More than 70% of recent Italian arrivals were first-time visitors. Thai Airways operates a direct Milan-Bangkok route, while ITA Airways flies direct between Rome and Bangkok. ITA reduced flights in May and June after shifting aircraft to the Americas, but plans to increase services to five flights a week in August to meet strong demand for Thailand. Neos plans to offer charter flights from Milan to Phuket from November to April 2027.