A Thai cultural festival in Tokyo is expecting 300,000 visitors [1] this month to showcase authentic food, traditional dance, and entertainment.
The event arrives as rising global fuel prices threaten tourism between Japan and Thailand, creating a tension between cultural interest and the cost of travel.
Thai Airways has more than doubled its fuel surcharge on routes to Japan effective May 2026 [1]. The airline said rising operating costs driven by global fuel price hikes were the primary cause for the increase [2].
Visitors at the festival expressed concerns that the higher costs may deter them from visiting Thailand. One visitor in their 60s said they had considered traveling in June if prices were lower, but airfares have risen sharply [3]. A visitor in their 20s said they hope to visit Thailand later this year while monitoring the situation [3].
Takuya Fukuyama, Deputy Director of the Thai Airways Japan branch, said the airline is considering how to respond to the current economic climate. He said the goal is to use events like the festival to steadily encourage people to like Thailand and motivate young people to travel abroad [3].
The festival serves as a strategic effort to maintain the appeal of Thailand as a destination despite the financial barriers created by the aviation industry's cost increases [2].
“Thai Airways has more than doubled its fuel surcharge on routes to Japan.”
The disconnect between high cultural demand and increasing travel costs highlights the vulnerability of the tourism sector to volatile energy markets. By leveraging local cultural diplomacy through festivals, Thailand is attempting to sustain 'brand loyalty' among Japanese travelers to ensure a recovery in visitor numbers once fuel prices stabilize.
