How Thailand’s Rising Baht Affects Korean Travelers: From Bangkok’s Luxury Experiences to Yongsan’s Streets, Here’s Everything You Need to Know About Affordable Travel in 2026

Thailand remains one of the most sought-after destinations for travelers, offering a rich blend of cultural heritage, serene landscapes, and delectable cuisine. However, there has been growing concern, particularly among Korean tourists, that the Southeast Asian country may have become unaffordable. Despite complaints about increased travel costs, the Tourism Authority of Thailand (TAT) is addressing these concerns by emphasizing that the primary factor behind the perceived surge in prices is the currency exchange rate, rather than the country’s internal inflation.

In a recent briefing held at a Thai restaurant in Seoul, officials from TAT reassured Korean travelers that Thailand’s tourism industry remains an affordable luxury destination. The country continues to offer an unmatched experience of relaxation, culture, and adventure. While it is true that the Thai baht has appreciated significantly against the Korean won in recent months, making travel costs feel steeper for Koreans, Thailand’s consumer price index has seen only a slight decrease in recent months, signaling that internal prices are remaining stable.

The True Cost of Visiting Thailand for Korean Tourists

In 2025, Korea became Thailand’s fifth-largest source market, with over 1.55 million Koreans visiting the country. Despite the Thai baht’s appreciation by approximately 23% over the past year, which has led to a rise in perceived costs, the Tourism Authority of Thailand has pointed out that the rise in costs for Korean travelers is more closely tied to fluctuating currency rates rather than domestic price hikes.

The cost of living in Thailand has remained relatively unchanged, despite the volatility of global markets. In fact, Thailand’s inflation rate for January 2026 showed a minor decrease of 0.66%, suggesting that everyday goods and services are still relatively affordable compared to other global destinations. Therefore, the real issue many Korean travelers are facing is the exchange rate, which has significantly impacted the value of the Korean won when exchanged for baht.

Reimagining Luxury: A New Perspective for Travelers

TAT is actively promoting the idea that luxury in Thailand is not defined by high prices but by the unique, soul-soothing experiences the country offers. The TAT’s newly coined slogan, “healing is the new luxury,” highlights the tranquil and rejuvenating aspects of travel in Thailand, which, in turn, gives visitors an opportunity to reconnect with themselves away from the pressures of everyday life.

This campaign is especially appealing to Korean travelers, many of whom work in high-stress environments. According to TAT, Thailand offers a healing environment that soothes the body, mind, and spirit—focusing on relaxation rather than spending a fortune. The new wave of luxury tourism in Thailand leans towards wellness retreats, spa therapies, and mindfulness practices—experiences that don’t necessarily come with hefty price tags but offer incredible value and relaxation.

Unique Travel Experiences Beyond Beaches and Shopping

As the profile of travelers from Korea continues to evolve, TAT has observed a shift toward more personalized and independent travel. Many Koreans are opting for free independent travel (FIT) rather than packaged tours, seeking unique and lesser-known experiences. This has led to an increased interest in off-the-beaten-path destinations and authentic, local experiences rather than the traditional beach and shopping itinerary.

For travelers looking for something different, Thailand offers numerous activities that allow you to experience the culture in an entirely new light. For example, cooking classes where visitors can learn the art of preparing authentic Thai dishes, and traditional Thai massage lessons that delve into the country’s deep-rooted wellness culture, provide a truly immersive experience. For those with an eco-conscious mindset, there are also workshops focused on sustainable practices, such as natural dyeing, pottery making, and cocktail crafting.

Tailor-Made Itineraries: How to Experience Thailand’s Best

To cater to the growing demand for personalized experiences, the TAT has introduced new thematic travel guides, encouraging visitors to plan their trips around specific interests. The four new “Musts” of Thailand provide easy suggestions to help create memorable itineraries:

Must Taste: From street food to Michelin-starred dining, Thailand offers a feast for every palate.
Must Buy: Explore local markets like Bangkok’s Chatuchak for unique souvenirs that reflect the cultural essence of Thailand.
Must See or Do: Participate in local festivals, such as the Songkran Water Festival, or explore cultural events that celebrate the vibrant Thai heritage.
Must Seek: Discover hidden gems, like Bangkok’s Old Town, where history and modernity intertwine.

By focusing on experiences over mere sightseeing, TAT aims to offer a richer and more personal approach to tourism, which resonates with the changing tastes of modern travelers.

A Focus on Safety and Convenience for Tourists

Alongside its innovative travel campaigns, TAT is also emphasizing the importance of safety and convenience for international visitors. A new initiative, the “Trusted Thailand” certification, has been launched to ensure that hotels, restaurants, and tourist attractions meet certain standards to provide a safe and welcoming environment for foreign tourists. This certification guarantees that businesses adhere to essential criteria such as CCTV coverage, multilingual staff, and easy payment systems for overseas visitors.

Additionally, Thailand’s appeal to sports tourism is growing, with TAT working to position the country as a winter training destination for various sports teams. The country’s ideal climate for outdoor activities, particularly in the winter months, is attractive to Korean athletes and sports enthusiasts. TAT has also started to promote golf destinations for the growing demographic of older travelers, ensuring that Thailand remains an appealing destination for tourists of all ages.

Travel Tips: Getting the Most Out of Your Thailand Visit

Check Exchange Rates Regularly: As currency fluctuations play a key role in how much you’ll spend, it’s essential to keep an eye on the exchange rate to get the best deals.
Explore Beyond the Mainstream: Try local experiences like cooking classes or eco-workshops for a deeper connection with Thai culture.
Embrace Wellness Tourism: Take advantage of Thailand’s wellness offerings, including spa treatments, yoga retreats, and meditative practices, to enjoy the healing benefits of the country.
Use Trusted Services: Look for businesses with the Trusted Thailand certification for added peace of mind during your travels.