#Traveldemand

A global shift in travel behavior is reshaping the industry as extreme heat and wildfires push travelers toward cooler, quieter destinations during peak summer. This growing “coolcation” trend signals a lasting change in how climate change affects destination appeal, creating a strategic opportunity for Thailand to diversify its tourism portfolio while enhancing climate resilience.

Thailand’s tourism sector, which welcomes tens of millions of international visitors each year, stands to gain from this transformation. By adapting to climate-driven demand, the country can promote sustainable, year-round tourism that supports communities and reduces vulnerability to climate shocks.