New Direct Flight from Europe to Thailand Boosts Tourism Growth
With global travel disrupted by operational challenges in Middle Eastern aviation hubs, a new direct flight from Europe to Thailand is set to launch, offering a fresh opportunity for Thai tourism in the economically vibrant Central European region. This development marks a significant milestone, as it will be the first time in decades that a direct route connects Europe with Thailand.
On October 26, the inaugural flight operated by LOT Polish Airlines is scheduled to depart from Warsaw, Poland, and arrive at Suvarnabhumi Airport in Bangkok the following day. The route will operate five times a week during the cool season, with plans to run it year-round. The airline aims to use Bangkok as its gateway to Southeast Asia, aligning with its broader goal of becoming a central hub in Central Europe.
Suladda Sarutilavan, executive director of Europe at the Tourism Authority of Thailand (TAT), highlighted the importance of Poland as one of the most promising markets in Europe. She noted that Poland has a 20-year strategic framework ending in 2030, focusing on developing emerging industries such as innovation technologies. Additionally, the country’s GDP grew by 3.6% year-on-year in 2025, reflecting strong economic performance.
With a population of 37.7 million, Poland’s average monthly income stands at £2,060, and the country became the world’s 20th-largest economy in 2025. Last year, 237,570 Polish tourists visited Thailand, representing a 31.3% increase and generating 16 billion baht. Their average stay was 14 days, with spending of about 69,000 baht per trip.
Ms. Suladda explained that this market has become increasingly familiar with Thai tourism, as LOT Polish Airlines previously operated charter flights to cities like Bangkok and Krabi. Compared to other Southeast Asian countries, Thailand holds the largest Polish market share at 1.07% of total outbound Polish travelers, while Indonesia and Vietnam recorded 0.32% and 0.3%, respectively.
However, this year’s situation presents challenges due to the suspension of many flights transiting Middle Eastern airports. These routes normally accounted for two-thirds of all traffic from Poland to Thailand due to convenient connections and affordable fares. Ms. Suladda emphasized that the TAT is placing high hopes on the upcoming direct flights during the high season to sustain growth in this market.
Based on feedback from forward bookings now open, Polish tourists are showing strong interest in securing seats in advance, leaving only a limited number available on the inaugural flight. To help the airline expand its passenger base, the TAT will bring 15 tour agents from Poland in May to inspect tourism products, followed by another group of 30 agents and media in October to visit Ayutthaya and Kanchanaburi, or Phetchaburi and Hua Hin.
The agency and the airline will also launch joint promotions and invite the carrier to join the Thai Festival in August to introduce the new services to the Polish market.
Luring Potential Markets
Last week, the TAT held the “Amazing Thailand Post-ITB Roadshow” in Poznan and Wroclaw in Poland, followed by Budapest in Hungary. Joined by 26 sellers from Thailand, business matching sessions with 18–19 agents in each of the three cities are expected to help expand Thai tourism into this largely untapped yet highly promising part of Europe.
Dominika Jedrocha, contract assistant at ITAKA, one of the largest tour operators in Poland, said Thailand remains the number-one long-haul destination for this market, with the company operating charter flights during the high season for several years. Although there are flight disruptions in the Middle East, she said their clients traveling to Thailand have not been affected.
Additional seats from LOT Polish Airlines should help expand the market further by the end of the year. “Thailand is a repeat destination for Polish travelers because its culture, food, and attractions are completely different from those in Poland. It has been well-known for many years, while emerging destinations added in the past 1–2 years include Vietnam and Langkawi in Malaysia,” said Ms. Jedrocha.
Thailand’s ambassador to Poland, Sira Swangsilpa, emphasized that Poland has an economic value of around US$1.1 trillion, making it a leading economy in Central and Eastern Europe. The country also serves as a gateway for Thailand to the region, with cities such as Wroclaw strategically located near the Czech Republic and Germany.
“It’s essential for Thais to move beyond outdated images of Poland from the Second World War or the Soviet era. Modern Poland is a dynamic, high-potential market offering significant opportunities to those who recognize its current reality,” said Mr. Sira. He added that the upcoming Thai-EU Free Trade Agreement would allow Thailand to tap more opportunities in Poland, as many Thai products still enter the market through Vietnamese distributors who already benefit from the agreement.
Untapped Demand
Beyond Poland, the TAT is keen to expand to Hungary, which could help fill up the goal of 9.2 million European tourists this year. Phrommes Bhaholpolbhayuhasena, the Thai ambassador to Hungary, said this market missed a major opportunity last year when Thai AirAsia X scrapped its plan to launch direct flights from Budapest.
He said affordable airfares with direct flights would certainly stimulate more demand from this market, which still lacks a direct route to Thailand. He said the Hungarian market, along with nearby countries such as Croatia—home to the highest spending power in the bloc—still offers strong economic potential, both for attracting more tourists to Thailand and for Thai investors seeking new opportunities.
Last year, only 42,000 Hungarians visited Thailand, a rise of 15.5%, generating 2.2 billion baht in revenue, according to the TAT. This market’s expenditure averaged 54,000 baht per trip. Similar to Poland, which hosts major German automotive manufacturing, Hungary is home to key plants for Mercedes-Benz and Audi, said Mr. Phrommes.
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